AMB299 Marketing Communication
To view more information for this unit, select Unit Outline from the list below. Please note the teaching period for which the Unit Outline is relevant.
| Unit code: | AMB299 |
|---|---|
| Prerequisite(s): | 96 credit points of completed studies. |
| Equivalent(s): | AMB372, AMB202, AMB320 |
| Credit points: | 12 |
| Timetable | Details in HiQ, if available |
| Availabilities |
|
| CSP student contribution | $2,040 |
| Pre-2021 CSP student contribution | $1,597 The pre-2021 commonwealth supported place (CSP) contribution amount only applies to students enrolled in a course prior to 2021. To learn more, visit our Understanding your fees page. |
| Domestic tuition unit fee | $3,024 |
| International unit fee | $4,176 |
Unit Outline: Semester 1 2024, Gardens Point, Internal
| Unit code: | AMB299 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | Completion of 96 credit points. |
| Equivalent: | AMB202, AMB372, AMB320 |
| Assumed Knowledge: | This unit assumes familiarity with research techniques, public relations, and advertising tactics. |
| Coordinator: | Amisha Mehta | a.mehta@qut.edu.au |
Overview
Marketing Communication brings advertising, marketing and public relations students together to solve real world problems. In the unit, you will strengthen creative, digital, and research skills in real world settings. First, you will use marketing communication planning principles to audit and transform existing strategy--a core skill required in industry. Second, you will respond to a client brief by researching the situation and creating and pitching your evidence-based marketing communication strategy to industry. You will also be able to assess and reflect on your career readiness.
Learning Outcomes
On successful completion of this unit you will be able to:
- Analyse marketing communication campaigns to identify areas of strength and weakness using good practice principlesRelates to: UG Business Capabilities: HO (2.1)
- Apply evidence-based and creative decision-making and disciplinary theories to transform existing and create effective marketing communication strategy from real world briefs individually and as part of groupsRelates to: UG Business Capabilities: HO (2.2)
- Reflect on career-readiness based on unit data points and feedbackRelates to: UG Business Capabilities: TS (4.1)
- Pitch creative ideas and communicate effectively in written and oral form
Content
This unit consists of two modules of learning each organised around a related assessment item. Module 1 builds strong understanding and application of marketing communication planning and strategy using award-winning, contemporary case studies and culminates in the transformation of marketing communication strategy. Content comprises problem-solving, brainstorming, and planning frameworks and marketing communication message strategy, and tools. Module 2 integrates knowledge and know-how from module one where the students become the case study to develop and pitch an evidence-based marketing communication strategy to a client. Content includes theories for marketing communication and guidelines for creative pitching.
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice
2.2 Exercise independent judgment and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
This unit mimics the dynamics of marketing communication, public relations, and advertising agencies. Learning is skills-based and real-time, requiring you to immediately apply and refine learning in tailored activities that align to your assessment, which reflects real world practice. Skills-based learning will be reinforced with critical readings and chapters alongside industry resources. Transformation and creation requires experimentation and you will work with peers, your teaching team, and industry leaders to conceive ideas, receive feedback, make missteps, and fail fast so you can present good practice marketing communication strategy. The teaching team adopts a real world approach to teaching and assessment, reviewing your engagement and performance to industry expectations.
Feedback on Learning and Assessment
Feedback points are deliberately built into this unit through milestones/assessment submission points to reflect the real world. In turn, these submission points allow you to receive feedback on your individual or group performance throughout the semester and prior to submission of A1 and A2. Informal feedback may comprise worked examples or verbal feedback in lectures and tutorials or via personal consultations. Formal feedback on assessment will be provided in alignment to criteria and this will be communicated to you directly. Indirect, whole-of-class feedback can also be provided.
Assessment
Overview
There are two assessment items which align with the two modules of learning. All assessment pieces are both formative and summative.
Students may be required to attend campus or an assessment centre for the purposes of assessment, regardless of the attendance mode for the unit.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Transformation of marketing communication strategy
A1 requires you to critique and, to meet real world requirements, subsequently transform a draft marketing communication plan. You will use unit and external resources to evaluate the draft plan against a good practice planning framework and then draw on these insights to transform elements of this plan to provide a better solution to the marketing communication problem/opportunity and client. This transformation process will interweave the use of generative AI with your individual skills, backed by unit resources.
Aligns to AoLs: 1.1, 2.1, 2.2
This assignment is eligible for the 48-hour late submission period and extensions are available.
Assessment: The Creative Idea and Interactive Pitch
In groups, you will respond to a marketing communication brief by analysing data to design an evidence-based creative idea that solves a business problem/opportunity. This idea will be tested with the teaching team and with the target audience, culminating in an interactive group pitch. The best pitches will be viewed by the client.
In W8, individually and prior to group discussions, you will develop and submit your own plan on a page to support group progress. This activity must be submitted via the Canvas portal by the due date to enable the group to complete milestones and qualify for peer evaluation grades.
In W13, your group will deliver the interactive pitch and you will submit peer evaluation and self-reflection.
The assessment is evenly divided between group and individual components.
Aligns to AoLs: 2.2, 3.2, 4.1, 4.2
The late submission period does not apply, and no assignment extensions are available.
Academic Integrity
Students are expected to engage in learning and assessment at QUT with honesty, transparency and fairness. Maintaining academic integrity means upholding these principles and demonstrating valuable professional capabilities based on ethical foundations.
Failure to maintain academic integrity can take many forms. It includes cheating in examinations, plagiarism, self-plagiarism, collusion, and submitting an assessment item completed by another person (e.g. contract cheating). It can also include providing your assessment to another entity, such as to a person or website.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Further details of QUT’s approach to academic integrity are outlined in the Academic integrity policy and the Student Code of Conduct. Breaching QUT’s Academic integrity policy is regarded as student misconduct and can lead to the imposition of penalties ranging from a grade reduction to exclusion from QUT.
Requirements to Study
Requirements
No additional requirements.
Costs
No additional costs.
Resources
Resources for this unit will comprise regular readings from contemporary journal articles and text books alongside industry podcasts and case studies.
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to view the Emergency video.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate)
HO (2.1): Critical Analysis
Relates to: ULO1, Transformation of marketing communication strategy
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO2, Transformation of marketing communication strategy, The Creative Idea and Interactive Pitch
KS (1.1): Discipline Knowledge
Relates to: Transformation of marketing communication strategy
PC (3.1): Professional Communication (Written)
Relates to: ULO4
PC (3.2): Professional Communication (Oral)
Relates to: ULO4, The Creative Idea and Interactive Pitch
TS (4.1): Self-Reflection and Accountability
Relates to: ULO3, The Creative Idea and Interactive Pitch
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: Transformation of marketing communication strategy - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, Transformation of marketing communication strategy - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO2, Transformation of marketing communication strategy, The Creative Idea and Interactive Pitch - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4 - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO4, The Creative Idea and Interactive Pitch - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO3, The Creative Idea and Interactive Pitch
BS06 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: Transformation of marketing communication strategy - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, Transformation of marketing communication strategy - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO2, Transformation of marketing communication strategy, The Creative Idea and Interactive Pitch - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4 - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO4, The Creative Idea and Interactive Pitch - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO3, The Creative Idea and Interactive Pitch
BS08 Bachelor of Business - International
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: Transformation of marketing communication strategy - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, Transformation of marketing communication strategy - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO2, Transformation of marketing communication strategy, The Creative Idea and Interactive Pitch - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4 - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO4, The Creative Idea and Interactive Pitch - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO3, The Creative Idea and Interactive Pitch
KC40 Bachelor of Communication
- Critically analyse complex forms of information to synthesise and produce clear and coherent content for diverse audiences.
Relates to: ULO4, The Creative Idea and Interactive Pitch - Communicate and apply specialised knowledge of the policies and practices that shape contemporary societies and cultures in the local and global communications sector.
Relates to: ULO3, Transformation of marketing communication strategy - Apply the theoretical, conceptual, professional and creative skills of the communication industries knowledges in transdisciplinary and multimodal media contexts.
Relates to: ULO1 - Apply socially responsible and ethical judgements to industry, community and professional practices in the communication industries.
Relates to: ULO2
Unit Outline: Semester 1 2024, Online
| Unit code: | AMB299 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | Completion of 96 credit points. |
| Equivalent: | AMB202, AMB372, AMB320 |
| Assumed Knowledge: | This unit assumes familiarity with research techniques, public relations, and advertising tactics. |
Overview
Marketing Communication brings advertising, marketing and public relations students together to solve real world problems. In the unit, you will strengthen creative, digital, and research skills in real world settings. First, you will use marketing communication planning principles to audit and transform existing strategy--a core skill required in industry. Second, you will respond to a client brief by researching the situation and creating and pitching your evidence-based marketing communication strategy to industry. You will also be able to assess and reflect on your career readiness.
Learning Outcomes
On successful completion of this unit you will be able to:
- Analyse marketing communication campaigns to identify areas of strength and weakness using good practice principlesRelates to: UG Business Capabilities: HO (2.1)
- Apply evidence-based and creative decision-making and disciplinary theories to transform existing and create effective marketing communication strategy from real world briefs individually and as part of groupsRelates to: UG Business Capabilities: HO (2.2)
- Reflect on career-readiness based on unit data points and feedbackRelates to: UG Business Capabilities: TS (4.1)
- Pitch creative ideas and communicate effectively in written and oral form
Content
This unit consists of two modules of learning each organised around a related assessment item. Module 1 builds strong understanding and application of marketing communication planning and strategy using award-winning, contemporary case studies and culminates in the transformation of marketing communication strategy. Content comprises problem-solving, brainstorming, and planning frameworks and marketing communication message strategy, and tools. Module 2 integrates knowledge and know-how from module one where the students become the case study to develop and pitch an evidence-based marketing communication strategy to a client. Content includes theories for marketing communication and guidelines for creative pitching.
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice
2.2 Exercise independent judgment and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
This unit mimics the dynamics of marketing communication, public relations, and advertising agencies. Learning is skills-based and real-time, requiring you to immediately apply and refine learning in tailored activities that align to your assessment, which reflects real world practice. Skills-based learning will be reinforced with critical readings and chapters alongside industry resources. Transformation and creation requires experimentation and you will work with peers, your teaching team, and industry leaders to conceive ideas, receive feedback, make missteps, and fail fast so you can present good practice marketing communication strategy. The teaching team adopts a real world approach to teaching and assessment, reviewing your engagement and performance to industry expectations.
Feedback on Learning and Assessment
Feedback points are deliberately built into this unit through milestones/assessment submission points to reflect the real world. In turn, these submission points allow you to receive feedback on your individual or group performance throughout the semester and prior to submission of A1 and A2. Informal feedback may comprise worked examples or verbal feedback in lectures and tutorials or via personal consultations. Formal feedback on assessment will be provided in alignment to criteria and this will be communicated to you directly. Indirect, whole-of-class feedback can also be provided.
Assessment
Overview
There are two assessment items which align with the two modules of learning. All assessment pieces are both formative and summative.
Students may be required to attend campus or an assessment centre for the purposes of assessment, regardless of the attendance mode for the unit.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Transformation of marketing communication strategy
A1 requires you to critique and, to meet real world requirements, subsequently transform a draft marketing communication plan. You will use unit and external resources to evaluate the draft plan against a good practice planning framework and then draw on these insights to transform elements of this plan to provide a better solution to the marketing communication problem/opportunity and client. This transformation process will interweave the use of generative AI with your individual skills, backed by unit resources.
Aligns to AoLs: 1.1, 2.1, 2.2
This assignment is eligible for the 48-hour late submission period and extensions are available.
Assessment: The Creative Idea and Interactive Pitch
In groups, you will respond to a marketing communication brief by analysing data to design an evidence-based creative idea that solves a business problem/opportunity. This idea will be tested with the teaching team and with the target audience, culminating in an interactive group pitch. The best pitches will be viewed by the client.
In W8, individually and prior to group discussions, you will develop and submit your own plan on a page to support group progress. This activity must be submitted via the Canvas portal by the due date to enable the group to complete milestones and qualify for peer evaluation grades.
In W13, your group will deliver the interactive pitch and you will submit peer evaluation and self-reflection.
The assessment is evenly divided between group and individual components.
Aligns to AoLs: 2.2, 3.2, 4.1, 4.2
The late submission period does not apply, and no assignment extensions are available.
Academic Integrity
Students are expected to engage in learning and assessment at QUT with honesty, transparency and fairness. Maintaining academic integrity means upholding these principles and demonstrating valuable professional capabilities based on ethical foundations.
Failure to maintain academic integrity can take many forms. It includes cheating in examinations, plagiarism, self-plagiarism, collusion, and submitting an assessment item completed by another person (e.g. contract cheating). It can also include providing your assessment to another entity, such as to a person or website.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Further details of QUT’s approach to academic integrity are outlined in the Academic integrity policy and the Student Code of Conduct. Breaching QUT’s Academic integrity policy is regarded as student misconduct and can lead to the imposition of penalties ranging from a grade reduction to exclusion from QUT.
Requirements to Study
Requirements
No additional requirements.
Costs
No additional costs.
Resources
Resources for this unit will comprise regular readings from contemporary journal articles and text books alongside industry podcasts and case studies.
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to view the Emergency video.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate)
HO (2.1): Critical Analysis
Relates to: ULO1, Transformation of marketing communication strategy
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO2, Transformation of marketing communication strategy, The Creative Idea and Interactive Pitch
KS (1.1): Discipline Knowledge
Relates to: Transformation of marketing communication strategy
PC (3.1): Professional Communication (Written)
Relates to: ULO4
PC (3.2): Professional Communication (Oral)
Relates to: ULO4, The Creative Idea and Interactive Pitch
TS (4.1): Self-Reflection and Accountability
Relates to: ULO3, The Creative Idea and Interactive Pitch
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: Transformation of marketing communication strategy - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, Transformation of marketing communication strategy - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO2, Transformation of marketing communication strategy, The Creative Idea and Interactive Pitch - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4 - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO4, The Creative Idea and Interactive Pitch - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO3, The Creative Idea and Interactive Pitch
BS06 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: Transformation of marketing communication strategy - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, Transformation of marketing communication strategy - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO2, Transformation of marketing communication strategy, The Creative Idea and Interactive Pitch - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4 - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO4, The Creative Idea and Interactive Pitch - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO3, The Creative Idea and Interactive Pitch
BS08 Bachelor of Business - International
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: Transformation of marketing communication strategy - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, Transformation of marketing communication strategy - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO2, Transformation of marketing communication strategy, The Creative Idea and Interactive Pitch - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4 - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO4, The Creative Idea and Interactive Pitch - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO3, The Creative Idea and Interactive Pitch
KC40 Bachelor of Communication
- Critically analyse complex forms of information to synthesise and produce clear and coherent content for diverse audiences.
Relates to: ULO4, The Creative Idea and Interactive Pitch - Communicate and apply specialised knowledge of the policies and practices that shape contemporary societies and cultures in the local and global communications sector.
Relates to: ULO3, Transformation of marketing communication strategy - Apply the theoretical, conceptual, professional and creative skills of the communication industries knowledges in transdisciplinary and multimodal media contexts.
Relates to: ULO1 - Apply socially responsible and ethical judgements to industry, community and professional practices in the communication industries.
Relates to: ULO2
Unit Outline: Semester 2 2024, Gardens Point, Internal
| Unit code: | AMB299 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | Completion of 96 credit points. |
| Equivalent: | AMB202, AMB372, AMB320 |
| Assumed Knowledge: | This unit assumes familiarity with research techniques, public relations, and advertising tactics. |
| Coordinator: | Amisha Mehta | a.mehta@qut.edu.au |
Overview
Marketing Communication brings advertising, marketing, and public relations students together to solve real world problems. In the unit, you will strengthen creative, digital, and research skills in real world settings. First, you will use marketing communication planning principles to audit and transform existing strategy--a core skill required in industry. Second, you will respond to a client brief by researching the situation and creating and pitching your evidence-based marketing communication strategy to industry. You will also be able to assess and reflect on your career readiness.
Learning Outcomes
On successful completion of this unit you will be able to:
- Analyse marketing communication campaigns to identify areas of strength and weakness using good practice principles. [KS 1.1, HO 2.1]
- Apply evidence-based and creative decision-making and disciplinary theories to transform existing and create effective marketing communication strategy from real world briefs individually and as part of groups. [HO 2.2, TS 4.2]
- Reflect on career-readiness based on unit data points and feedback. [TS 4.1]Relates to: UG Business Capabilities: TS (4.1)
- Pitch creative ideas and communicate effectively in written and oral form. [PC 3.1, 3.2]
Content
This unit consists of two modules of learning each organised around a related assessment item. Module 1 builds strong understanding and application of marketing communication planning and strategy using award-winning, contemporary case studies and culminates in the transformation of marketing communication strategy. Content comprises problem-solving, brainstorming, and planning frameworks and marketing communication message strategy, and tools. Module 2 integrates knowledge and know-how from module one where the students become the case study to develop and pitch an evidence-based marketing communication strategy to a client. Content includes theories for marketing communication and guidelines for creative pitching.
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
2.2 Exercise independent judgment and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
This unit mimics the dynamics of marketing communication, public relations, and advertising agencies. Learning is skills-based and real-time, requiring you to immediately apply and refine learning in tailored activities that align to your assessment, which reflects real world practice. Skills-based learning will be reinforced with critical readings and chapters alongside industry resources. Transformation and creation requires experimentation and you will work with peers, your teaching team, and industry leaders to conceive ideas, receive feedback, make missteps, and fail fast so you can present good practice marketing communication strategy. The teaching team adopts a real world approach to teaching and assessment, reviewing your engagement and performance to industry expectations.
Feedback on Learning and Assessment
Feedback points are deliberately built into this unit through milestones/assessment submission points to reflect the real world. In turn, these submission points allow you to receive feedback on your individual or group performance throughout the semester and prior to submission of A1 and A2. Informal feedback may comprise worked examples or verbal feedback in lectures and tutorials or via personal consultations. Formal feedback on assessment will be provided in alignment to criteria and this will be communicated to you directly. Indirect, whole-of-class feedback can also be provided.
Assessment
Overview
There are two assessment items which align with the two modules of learning. All assessment pieces are both formative and summative.
Students may be required to attend campus or an assessment centre for the purposes of assessment, regardless of the attendance mode for the unit.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Transformation of marketing communication strategy
A1 requires you to critique and, to meet real world requirements, subsequently transform a draft marketing communication plan. You will use unit and external resources to evaluate the draft plan against a good practice planning framework and then draw on these insights to transform elements of this plan to provide a better solution to the marketing communication problem/opportunity and client. This transformation process will interweave the use of generative AI with your individual skills, backed by unit resources.
Formative or Summative: Formative and Summative
Business Capabilites (AoL goals): KS(1.1), HO(2.1), HO(2.2), PC(3.1)
This assignment is eligible for the 48-hour late submission period and extensions are available.
Assessment: The Creative Idea and Interactive Pitch
In groups, you will respond to a marketing communication brief by analysing data to design an evidence-based creative idea that solves a business problem/opportunity. This idea will be tested with the teaching team and with the target audience, culminating in an interactive group pitch. The best pitches will be viewed by the client.
In W8, individually and prior to group discussions, you will develop and submit your own plan on a page to support group progress. This activity must be submitted via the Canvas portal by the due date to enable the group to complete milestones and qualify for peer evaluation grades.
In W13, your group will deliver the interactive pitch and you will submit peer evaluation and self-reflection.
The assessment is evenly divided between group and individual components.
Formative or Summative: Summative
Business Capabilites (AoL goals): HO(2.2), PC(3.2), TS(4.1), TS(4.2)
The late submission period does not apply, and no assignment extensions are available.
Academic Integrity
Students are expected to engage in learning and assessment at QUT with honesty, transparency and fairness. Maintaining academic integrity means upholding these principles and demonstrating valuable professional capabilities based on ethical foundations.
Failure to maintain academic integrity can take many forms. It includes cheating in examinations, plagiarism, self-plagiarism, collusion, and submitting an assessment item completed by another person (e.g. contract cheating). It can also include providing your assessment to another entity, such as to a person or website.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Further details of QUT’s approach to academic integrity are outlined in the Academic integrity policy and the Student Code of Conduct. Breaching QUT’s Academic integrity policy is regarded as student misconduct and can lead to the imposition of penalties ranging from a grade reduction to exclusion from QUT.
Requirements to Study
Requirements
No additional requirements.
Costs
No additional costs.
Resources
Resources for this unit will comprise regular readings from contemporary journal articles and text books alongside industry podcasts and case studies.
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to view the Emergency video.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate)
HO (2.1): Critical Analysis
Relates to: ULO1, Transformation of marketing communication strategy
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO2, Transformation of marketing communication strategy, The Creative Idea and Interactive Pitch
KS (1.1): Discipline Knowledge
Relates to: ULO1, Transformation of marketing communication strategy
PC (3.1): Professional Communication (Written)
Relates to: ULO4, Transformation of marketing communication strategy
PC (3.2): Professional Communication (Oral)
Relates to: ULO4, The Creative Idea and Interactive Pitch
TS (4.1): Self-Reflection and Accountability
Relates to: ULO3, The Creative Idea and Interactive Pitch
TS (4.2): Teamwork Knowledge and Skills
Relates to: ULO2, The Creative Idea and Interactive Pitch
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, Transformation of marketing communication strategy - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, Transformation of marketing communication strategy - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO2, Transformation of marketing communication strategy, The Creative Idea and Interactive Pitch - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Transformation of marketing communication strategy - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO4, The Creative Idea and Interactive Pitch - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO3, The Creative Idea and Interactive Pitch - Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Relates to: ULO2, The Creative Idea and Interactive Pitch
BS06 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, Transformation of marketing communication strategy - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, Transformation of marketing communication strategy - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO2, Transformation of marketing communication strategy, The Creative Idea and Interactive Pitch - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Transformation of marketing communication strategy - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO4, The Creative Idea and Interactive Pitch - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO3, The Creative Idea and Interactive Pitch - Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Relates to: ULO2, The Creative Idea and Interactive Pitch
BS08 Bachelor of Business - International
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, Transformation of marketing communication strategy - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, Transformation of marketing communication strategy - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO2, Transformation of marketing communication strategy, The Creative Idea and Interactive Pitch - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Transformation of marketing communication strategy - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO4, The Creative Idea and Interactive Pitch - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO3, The Creative Idea and Interactive Pitch - Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Relates to: ULO2, The Creative Idea and Interactive Pitch
KC40 Bachelor of Communication
- Critically analyse complex forms of information to synthesise and produce clear and coherent content for diverse audiences.
Relates to: ULO4, The Creative Idea and Interactive Pitch - Communicate and apply specialised knowledge of the policies and practices that shape contemporary societies and cultures in the local and global communications sector.
Relates to: ULO3, Transformation of marketing communication strategy - Apply the theoretical, conceptual, professional and creative skills of the communication industries knowledges in transdisciplinary and multimodal media contexts.
Relates to: ULO1 - Apply socially responsible and ethical judgements to industry, community and professional practices in the communication industries.
Relates to: ULO2
Unit Outline: Semester 2 2024, Online
| Unit code: | AMB299 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | Completion of 96 credit points. |
| Equivalent: | AMB202, AMB372, AMB320 |
| Assumed Knowledge: | This unit assumes familiarity with research techniques, public relations, and advertising tactics. |
Overview
Marketing Communication brings advertising, marketing, and public relations students together to solve real world problems. In the unit, you will strengthen creative, digital, and research skills in real world settings. First, you will use marketing communication planning principles to audit and transform existing strategy--a core skill required in industry. Second, you will respond to a client brief by researching the situation and creating and pitching your evidence-based marketing communication strategy to industry. You will also be able to assess and reflect on your career readiness.
Learning Outcomes
On successful completion of this unit you will be able to:
- Analyse marketing communication campaigns to identify areas of strength and weakness using good practice principles. [KS 1.1, HO 2.1]
- Apply evidence-based and creative decision-making and disciplinary theories to transform existing and create effective marketing communication strategy from real world briefs individually and as part of groups. [HO 2.2, TS 4.2]
- Reflect on career-readiness based on unit data points and feedback. [TS 4.1]Relates to: UG Business Capabilities: TS (4.1)
- Pitch creative ideas and communicate effectively in written and oral form. [PC 3.1, 3.2]
Content
This unit consists of two modules of learning each organised around a related assessment item. Module 1 builds strong understanding and application of marketing communication planning and strategy using award-winning, contemporary case studies and culminates in the transformation of marketing communication strategy. Content comprises problem-solving, brainstorming, and planning frameworks and marketing communication message strategy, and tools. Module 2 integrates knowledge and know-how from module one where the students become the case study to develop and pitch an evidence-based marketing communication strategy to a client. Content includes theories for marketing communication and guidelines for creative pitching.
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
2.2 Exercise independent judgment and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
This unit mimics the dynamics of marketing communication, public relations, and advertising agencies. Learning is skills-based and real-time, requiring you to immediately apply and refine learning in tailored activities that align to your assessment, which reflects real world practice. Skills-based learning will be reinforced with critical readings and chapters alongside industry resources. Transformation and creation requires experimentation and you will work with peers, your teaching team, and industry leaders to conceive ideas, receive feedback, make missteps, and fail fast so you can present good practice marketing communication strategy. The teaching team adopts a real world approach to teaching and assessment, reviewing your engagement and performance to industry expectations.
Feedback on Learning and Assessment
Feedback points are deliberately built into this unit through milestones/assessment submission points to reflect the real world. In turn, these submission points allow you to receive feedback on your individual or group performance throughout the semester and prior to submission of A1 and A2. Informal feedback may comprise worked examples or verbal feedback in lectures and tutorials or via personal consultations. Formal feedback on assessment will be provided in alignment to criteria and this will be communicated to you directly. Indirect, whole-of-class feedback can also be provided.
Assessment
Overview
There are two assessment items which align with the two modules of learning. All assessment pieces are both formative and summative.
Students may be required to attend campus or an assessment centre for the purposes of assessment, regardless of the attendance mode for the unit.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Transformation of marketing communication strategy
A1 requires you to critique and, to meet real world requirements, subsequently transform a draft marketing communication plan. You will use unit and external resources to evaluate the draft plan against a good practice planning framework and then draw on these insights to transform elements of this plan to provide a better solution to the marketing communication problem/opportunity and client. This transformation process will interweave the use of generative AI with your individual skills, backed by unit resources.
Formative or Summative: Formative and Summative
Business Capabilites (AoL goals): KS(1.1), HO(2.1), HO(2.2), PC(3.1)
This assignment is eligible for the 48-hour late submission period and extensions are available.
Assessment: The Creative Idea and Interactive Pitch
In groups, you will respond to a marketing communication brief by analysing data to design an evidence-based creative idea that solves a business problem/opportunity. This idea will be tested with the teaching team and with the target audience, culminating in an interactive group pitch. The best pitches will be viewed by the client.
In W8, individually and prior to group discussions, you will develop and submit your own plan on a page to support group progress. This activity must be submitted via the Canvas portal by the due date to enable the group to complete milestones and qualify for peer evaluation grades.
In W13, your group will deliver the interactive pitch and you will submit peer evaluation and self-reflection.
The assessment is evenly divided between group and individual components.
Formative or Summative: Summative
Business Capabilites (AoL goals): HO(2.2), PC(3.2), TS(4.1), TS(4.2)
The late submission period does not apply, and no assignment extensions are available.
Academic Integrity
Students are expected to engage in learning and assessment at QUT with honesty, transparency and fairness. Maintaining academic integrity means upholding these principles and demonstrating valuable professional capabilities based on ethical foundations.
Failure to maintain academic integrity can take many forms. It includes cheating in examinations, plagiarism, self-plagiarism, collusion, and submitting an assessment item completed by another person (e.g. contract cheating). It can also include providing your assessment to another entity, such as to a person or website.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Further details of QUT’s approach to academic integrity are outlined in the Academic integrity policy and the Student Code of Conduct. Breaching QUT’s Academic integrity policy is regarded as student misconduct and can lead to the imposition of penalties ranging from a grade reduction to exclusion from QUT.
Requirements to Study
Requirements
No additional requirements.
Costs
No additional costs.
Resources
Resources for this unit will comprise regular readings from contemporary journal articles and text books alongside industry podcasts and case studies.
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to view the Emergency video.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate)
HO (2.1): Critical Analysis
Relates to: ULO1, Transformation of marketing communication strategy
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO2, Transformation of marketing communication strategy, The Creative Idea and Interactive Pitch
KS (1.1): Discipline Knowledge
Relates to: ULO1, Transformation of marketing communication strategy
PC (3.1): Professional Communication (Written)
Relates to: ULO4, Transformation of marketing communication strategy
PC (3.2): Professional Communication (Oral)
Relates to: ULO4, The Creative Idea and Interactive Pitch
TS (4.1): Self-Reflection and Accountability
Relates to: ULO3, The Creative Idea and Interactive Pitch
TS (4.2): Teamwork Knowledge and Skills
Relates to: ULO2, The Creative Idea and Interactive Pitch
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, Transformation of marketing communication strategy - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, Transformation of marketing communication strategy - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO2, Transformation of marketing communication strategy, The Creative Idea and Interactive Pitch - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Transformation of marketing communication strategy - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO4, The Creative Idea and Interactive Pitch - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO3, The Creative Idea and Interactive Pitch - Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Relates to: ULO2, The Creative Idea and Interactive Pitch
BS06 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, Transformation of marketing communication strategy - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, Transformation of marketing communication strategy - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO2, Transformation of marketing communication strategy, The Creative Idea and Interactive Pitch - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Transformation of marketing communication strategy - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO4, The Creative Idea and Interactive Pitch - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO3, The Creative Idea and Interactive Pitch - Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Relates to: ULO2, The Creative Idea and Interactive Pitch
BS08 Bachelor of Business - International
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, Transformation of marketing communication strategy - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, Transformation of marketing communication strategy - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO2, Transformation of marketing communication strategy, The Creative Idea and Interactive Pitch - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Transformation of marketing communication strategy - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO4, The Creative Idea and Interactive Pitch - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO3, The Creative Idea and Interactive Pitch - Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Relates to: ULO2, The Creative Idea and Interactive Pitch
KC40 Bachelor of Communication
- Critically analyse complex forms of information to synthesise and produce clear and coherent content for diverse audiences.
Relates to: ULO4, The Creative Idea and Interactive Pitch - Communicate and apply specialised knowledge of the policies and practices that shape contemporary societies and cultures in the local and global communications sector.
Relates to: ULO3, Transformation of marketing communication strategy - Apply the theoretical, conceptual, professional and creative skills of the communication industries knowledges in transdisciplinary and multimodal media contexts.
Relates to: ULO1 - Apply socially responsible and ethical judgements to industry, community and professional practices in the communication industries.
Relates to: ULO2