AMN401 Integrated 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: | AMN401 |
|---|---|
| Antirequisite(s): | CON421 |
| Equivalent(s): | AMX401 |
| Credit points: | 12 |
| Timetable | Details in HiQ, if available |
| Availabilities |
|
| Domestic tuition unit fee | $4,092 |
| International unit fee | $4,584 |
Unit Outline: Semester 1 2024, Gardens Point, Internal
| Unit code: | AMN401 |
|---|---|
| Credit points: | 12 |
| Equivalent: | AMX401 |
| Anti-requisite: | CON421 |
| Coordinators: | Jenny Doig | jennifer.doig@qut.edu.au |
Overview
This unit represents a new way of thinking about IMC. Driven by the idea that everything is digital, this unit enhances traditional concepts of integration and synergy with new touchpoints of communication and new tools of measurement to deliver and optimise the ultimate customer experience.
Learning Outcomes
On successful completion of this unit you will be able to:
- Integrate the theory, principles and practices of IMC and apply it to a contemporary business context.Relates to: PG Business Capabilities: KS (1.1)
- Critically analyse customer and company data to measure integration and inform IMC strategy.Relates to: PG Business Capabilities: HO (2.1)
- Apply research to develop a customer persona and map its journey across brand touchpoints for a client.
- Communicate professionally and depict complex ideas in a simplified, visual form.Relates to: PG Business Capabilities: PC (3.1)
Content
This unit consists of two modules. Module 1, Understanding IMC, explores IMC through its definition, evolution and reinvention by digital. It also investigates the importance of integrating the message, strategy and even the whole organisation. Module 2, Practicing IMC, applies this understanding to investigate the customer experience and how it might be optimized through IMC strategy.
QUT Business Capabilities (Postgraduate)
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 & Technical Skills (KS)
1.1 Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
1.2 Apply technical, technological and technical research skills to organise and interpret discipline knowledge, including theory and practice, to investigate business issues.
Higher Order Thinking Skills (HO)
2.1 Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
2.2 Exercise creativity and intellectual independence and make informed decisions and judgements in planning, designing, and executing strategic and research-based responses to address real world issues and problems.
Professional Communication (PC)
3.1 Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
3.2 Use information literacy skills and communicate effectively and professionally in oral forms appropriate for diverse purposes, contexts and audiences.
Teamwork & Self (TS)
4.1 Exercise self-reflection and accountability in applying knowledge and skills for own learning and effective practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across a range of complex activities and contexts.
Social, Ethical & Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices of business in critically analysing and effectively responding to complex business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues and critically reflect on the responsibilities and impacts of organisations in national and international business contexts.
Learning Approaches
As an integrated learning experience, you chose how you want to learn, the platforms you want to learn from and when you want to learn, according to your learning style and personal situation. To facilitate this, your student experience is built in three parts.
- Learn involves by accessing the specially developed learning content to understand the key concepts (which comprise the topic area of the unit) and the main theories (which explain these concepts).
- Apply your learning (key concepts and theories) and develop understanding through interactive workshops in-class and online.
- Practice your learning and develop competence in the assessment tasks in your tutorials – in class or online.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Overview
General Assessment Information
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: Integration Analysis
You research and demonstrate understanding of the importance of integration and strategic consistency in marketing communication. Based on this premise, you apply the Strategic Consistency Triangle to evaluate the integration and strategic consistency of our client's messages. This involves (1) an analysis of what our client says in paid and owned media (2) a Social Media Listening study to find out what is being said as earned messages (3) applying this to the Strategic Consistency Triangle (4) making some recommendations for IMC Strategy.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2), PC (3.1)
This is an assignment for the purposes of an extension.
Assessment: IMC Strategy
You explore the customer experience using research, personas and customer journey mapping. Based on this understanding, you develop an IMC strategy and tactical recommendations
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2), PC (3.1), SE (5.1)
This is an assignment for the purposes of an extension.
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.
Resources
Resource Materials
Recommended text(s)
Belch, Belch, Kerr, Powell and Waller (2020). Advertising: An Integrated Marketing Communication Perspective (4th ed.). McGraw-Hill Australia Pty Ltd
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 (Postgraduate)
HO (2.1): Critical Analysis
Relates to: ULO2, ULO3, Integration Analysis, IMC Strategy
KS (1.1): Discipline and Professional Practice Knowledge
Relates to: ULO1, Integration Analysis, IMC Strategy
KS (1.2): Technical, Technological and Research Skills
Relates to: ULO3, IMC Strategy
PC (3.1): Professional Communication (Written)
Relates to: ULO4, Integration Analysis, IMC Strategy
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS11 Master of Business
- Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
Relates to: ULO1, Integration Analysis, IMC Strategy - Apply technical, technological and technical research skills to organise and interpret discipline knowledge, including theory and practice, to investigate business issues.
Relates to: ULO3, IMC Strategy - Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
Relates to: ULO2, ULO3, Integration Analysis, IMC Strategy - Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
Relates to: ULO4, Integration Analysis, IMC Strategy
BS39 Graduate Certificate in Business
- Demonstrate and apply integrated and advanced discipline knowledge, including knowledge of relevant research principles and methods.
Relates to: Integration Analysis, IMC Strategy - Apply technical, technological or technical research skills to organise and interpret discipline knowledge, including theory and practice, to investigate business issues.
Relates to: Integration Analysis, IMC Strategy - Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
Relates to: Integration Analysis, IMC Strategy - Exercise creativity and intellectual independence and make informed decisions and judgements in planning research-based responses to address real world issues and problems.
Relates to: Integration Analysis, IMC Strategy - Use information literacy skills and communicate effectively in written forms and using appropriate media for diverse audiences.
Relates to: Integration Analysis, IMC Strategy
Unit Outline: Semester 1 2024, Online
| Unit code: | AMN401 |
|---|---|
| Credit points: | 12 |
| Equivalent: | AMX401 |
| Anti-requisite: | CON421 |
Overview
This unit represents a new way of thinking about IMC. Driven by the idea that everything is digital, this unit enhances traditional concepts of integration and synergy with new touchpoints of communication and new tools of measurement to deliver and optimise the ultimate customer experience.
Learning Outcomes
On successful completion of this unit you will be able to:
- Integrate the theory, principles and practices of IMC and apply it to a contemporary business context.Relates to: PG Business Capabilities: KS (1.1)
- Critically analyse customer and company data to measure integration and inform IMC strategy.Relates to: PG Business Capabilities: HO (2.1)
- Apply research to develop a customer persona and map its journey across brand touchpoints for a client.
- Communicate professionally and depict complex ideas in a simplified, visual form.Relates to: PG Business Capabilities: PC (3.1)
Content
This unit consists of two modules. Module 1, Understanding IMC, explores IMC through its definition, evolution and reinvention by digital. It also investigates the importance of integrating the message, strategy and even the whole organisation. Module 2, Practicing IMC, applies this understanding to investigate the customer experience and how it might be optimized through IMC strategy.
QUT Business Capabilities (Postgraduate)
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 & Technical Skills (KS)
1.1 Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
1.2 Apply technical, technological and technical research skills to organise and interpret discipline knowledge, including theory and practice, to investigate business issues.
Higher Order Thinking Skills (HO)
2.1 Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
2.2 Exercise creativity and intellectual independence and make informed decisions and judgements in planning, designing, and executing strategic and research-based responses to address real world issues and problems.
Professional Communication (PC)
3.1 Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
3.2 Use information literacy skills and communicate effectively and professionally in oral forms appropriate for diverse purposes, contexts and audiences.
Teamwork & Self (TS)
4.1 Exercise self-reflection and accountability in applying knowledge and skills for own learning and effective practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across a range of complex activities and contexts.
Social, Ethical & Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices of business in critically analysing and effectively responding to complex business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues and critically reflect on the responsibilities and impacts of organisations in national and international business contexts.
Learning Approaches
As an integrated learning experience, you chose how you want to learn, the platforms you want to learn from and when you want to learn, according to your learning style and personal situation. To facilitate this, your student experience is built in three parts.
- Learn involves by accessing the specially developed learning content to understand the key concepts (which comprise the topic area of the unit) and the main theories (which explain these concepts).
- Apply your learning (key concepts and theories) and develop understanding through interactive workshops in-class and online.
- Practice your learning and develop competence in the assessment tasks in your tutorials – in class or online.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Overview
General Assessment Information
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: Integration Analysis
You research and demonstrate understanding of the importance of integration and strategic consistency in marketing communication. Based on this premise, you apply the Strategic Consistency Triangle to evaluate the integration and strategic consistency of our client's messages. This involves (1) an analysis of what our client says in paid and owned media (2) a Social Media Listening study to find out what is being said as earned messages (3) applying this to the Strategic Consistency Triangle (4) making some recommendations for IMC Strategy.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2), PC (3.1)
This is an assignment for the purposes of an extension.
Assessment: IMC Strategy
You explore the customer experience using research, personas and customer journey mapping. Based on this understanding, you develop an IMC strategy and tactical recommendations
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2), PC (3.1), SE (5.1)
This is an assignment for the purposes of an extension.
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.
Resources
Resource Materials
Recommended text(s)
Belch, Belch, Kerr, Powell and Waller (2020). Advertising: An Integrated Marketing Communication Perspective (4th ed.). McGraw-Hill Australia Pty Ltd
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 (Postgraduate)
HO (2.1): Critical Analysis
Relates to: ULO2, ULO3, Integration Analysis, IMC Strategy
KS (1.1): Discipline and Professional Practice Knowledge
Relates to: ULO1, Integration Analysis, IMC Strategy
KS (1.2): Technical, Technological and Research Skills
Relates to: ULO3, IMC Strategy
PC (3.1): Professional Communication (Written)
Relates to: ULO4, Integration Analysis, IMC Strategy
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS11 Master of Business
- Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
Relates to: ULO1, Integration Analysis, IMC Strategy - Apply technical, technological and technical research skills to organise and interpret discipline knowledge, including theory and practice, to investigate business issues.
Relates to: ULO3, IMC Strategy - Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
Relates to: ULO2, ULO3, Integration Analysis, IMC Strategy - Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
Relates to: ULO4, Integration Analysis, IMC Strategy
BS39 Graduate Certificate in Business
- Demonstrate and apply integrated and advanced discipline knowledge, including knowledge of relevant research principles and methods.
Relates to: Integration Analysis, IMC Strategy - Apply technical, technological or technical research skills to organise and interpret discipline knowledge, including theory and practice, to investigate business issues.
Relates to: Integration Analysis, IMC Strategy - Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
Relates to: Integration Analysis, IMC Strategy - Exercise creativity and intellectual independence and make informed decisions and judgements in planning research-based responses to address real world issues and problems.
Relates to: Integration Analysis, IMC Strategy - Use information literacy skills and communicate effectively in written forms and using appropriate media for diverse audiences.
Relates to: Integration Analysis, IMC Strategy
Unit Outline: Semester 2 2024, Gardens Point, Internal
| Unit code: | AMN401 |
|---|---|
| Credit points: | 12 |
| Equivalent: | AMX401 |
| Anti-requisite: | CON421 |
| Coordinators: | Gayle Kerr | gf.kerr@qut.edu.au |
Overview
This unit represents a new way of thinking about IMC. Driven by the idea that everything is digital, this unit enhances traditional concepts of integration and synergy with new touchpoints of communication and new tools of measurement to deliver and optimise the ultimate customer experience.
Learning Outcomes
On successful completion of this unit you will be able to:
- Integrate the theory, principles and practices of IMC and apply it to a contemporary business context.Relates to: PG Business Capabilities: KS (1.1)
- Critically analyse customer and company data to measure integration and inform IMC strategy.Relates to: PG Business Capabilities: HO (2.1)
- Apply research to develop a customer persona and map its journey across brand touchpoints for a client.
- Communicate professionally and depict complex ideas in a simplified, visual form.Relates to: PG Business Capabilities: PC (3.1)
Content
This unit consists of two modules. Module 1, Understanding IMC, explores IMC through its definition, evolution and reinvention by digital. It also investigates the importance of integrating the message, strategy and even the whole organisation. Module 2, Practicing IMC, applies this understanding to investigate the customer experience and how it might be optimized through IMC strategy.
QUT Business Capabilities (Postgraduate)
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 & Technical Skills (KS)
1.1 Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
1.2 Apply technical, technological and technical research skills to organise and interpret discipline knowledge, including theory and practice, to investigate business issues.
Higher Order Thinking Skills (HO)
2.1 Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
2.2 Exercise creativity and intellectual independence and make informed decisions and judgements in planning, designing, and executing strategic and research-based responses to address real world issues and problems.
Professional Communication (PC)
3.1 Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
3.2 Use information literacy skills and communicate effectively and professionally in oral forms appropriate for diverse purposes, contexts and audiences.
Teamwork & Self (TS)
4.1 Exercise self-reflection and accountability in applying knowledge and skills for own learning and effective practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across a range of complex activities and contexts.
Social, Ethical & Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices of business in critically analysing and effectively responding to complex business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues and critically reflect on the responsibilities and impacts of organisations in national and international business contexts.
Learning Approaches
As an integrated learning experience, you chose how you want to learn, the platforms you want to learn from and when you want to learn, according to your learning style and personal situation. To facilitate this, your student experience is built in three parts.
- Learn involves by accessing the specially developed learning content to understand the key concepts (which comprise the topic area of the unit) and the main theories (which explain these concepts).
- Apply your learning (key concepts and theories) and develop understanding through interactive workshops in-class and online.
- Practice your learning and develop competence in the assessment tasks in your tutorials – in class or online.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Overview
General Assessment Information
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: Integration Analysis
You research and demonstrate understanding of the importance of integration and strategic consistency in marketing communication. Based on this premise, you apply the Strategic Consistency Triangle to evaluate the integration and strategic consistency of our client's messages. This involves (1) an analysis of what our client says in paid and owned media (2) a Social Media Listening study to find out what is being said as earned messages (3) applying this to the Strategic Consistency Triangle (4) making some recommendations for IMC Strategy.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2), PC (3.1)
This is an assignment for the purposes of an extension.
Assessment: IMC Strategy
You explore the customer experience using research, personas and customer journey mapping. Based on this understanding, you develop an IMC strategy and tactical recommendations
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2), PC (3.1), SE (5.1)
This is an assignment for the purposes of an extension.
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.
Resources
Resource Materials
Recommended text(s)
Belch, Belch, Kerr, Powell and Waller (2020). Advertising: An Integrated Marketing Communication Perspective (4th ed.). McGraw-Hill Australia Pty Ltd
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 (Postgraduate)
HO (2.1): Critical Analysis
Relates to: ULO2, ULO3, Integration Analysis, IMC Strategy
KS (1.1): Discipline and Professional Practice Knowledge
Relates to: ULO1, Integration Analysis, IMC Strategy
KS (1.2): Technical, Technological and Research Skills
Relates to: ULO3, IMC Strategy
PC (3.1): Professional Communication (Written)
Relates to: ULO4, Integration Analysis, IMC Strategy
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS11 Master of Business
- Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
Relates to: ULO1, Integration Analysis, IMC Strategy - Apply technical, technological and technical research skills to organise and interpret discipline knowledge, including theory and practice, to investigate business issues.
Relates to: ULO3, IMC Strategy - Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
Relates to: ULO2, ULO3, Integration Analysis, IMC Strategy - Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
Relates to: ULO4, Integration Analysis, IMC Strategy
BS39 Graduate Certificate in Business
- Demonstrate and apply integrated and advanced discipline knowledge, including knowledge of relevant research principles and methods.
Relates to: Integration Analysis, IMC Strategy - Apply technical, technological or technical research skills to organise and interpret discipline knowledge, including theory and practice, to investigate business issues.
Relates to: Integration Analysis, IMC Strategy - Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
Relates to: Integration Analysis, IMC Strategy - Exercise creativity and intellectual independence and make informed decisions and judgements in planning research-based responses to address real world issues and problems.
Relates to: Integration Analysis, IMC Strategy - Use information literacy skills and communicate effectively in written forms and using appropriate media for diverse audiences.
Relates to: Integration Analysis, IMC Strategy
Unit Outline: Semester 2 2024, Online
| Unit code: | AMN401 |
|---|---|
| Credit points: | 12 |
| Equivalent: | AMX401 |
| Anti-requisite: | CON421 |
Overview
This unit represents a new way of thinking about IMC. Driven by the idea that everything is digital, this unit enhances traditional concepts of integration and synergy with new touchpoints of communication and new tools of measurement to deliver and optimise the ultimate customer experience.
Learning Outcomes
On successful completion of this unit you will be able to:
- Integrate the theory, principles and practices of IMC and apply it to a contemporary business context.Relates to: PG Business Capabilities: KS (1.1)
- Critically analyse customer and company data to measure integration and inform IMC strategy.Relates to: PG Business Capabilities: HO (2.1)
- Apply research to develop a customer persona and map its journey across brand touchpoints for a client.
- Communicate professionally and depict complex ideas in a simplified, visual form.Relates to: PG Business Capabilities: PC (3.1)
Content
This unit consists of two modules. Module 1, Understanding IMC, explores IMC through its definition, evolution and reinvention by digital. It also investigates the importance of integrating the message, strategy and even the whole organisation. Module 2, Practicing IMC, applies this understanding to investigate the customer experience and how it might be optimized through IMC strategy.
QUT Business Capabilities (Postgraduate)
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 & Technical Skills (KS)
1.1 Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
1.2 Apply technical, technological and technical research skills to organise and interpret discipline knowledge, including theory and practice, to investigate business issues.
Higher Order Thinking Skills (HO)
2.1 Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
2.2 Exercise creativity and intellectual independence and make informed decisions and judgements in planning, designing, and executing strategic and research-based responses to address real world issues and problems.
Professional Communication (PC)
3.1 Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
3.2 Use information literacy skills and communicate effectively and professionally in oral forms appropriate for diverse purposes, contexts and audiences.
Teamwork & Self (TS)
4.1 Exercise self-reflection and accountability in applying knowledge and skills for own learning and effective practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across a range of complex activities and contexts.
Social, Ethical & Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices of business in critically analysing and effectively responding to complex business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues and critically reflect on the responsibilities and impacts of organisations in national and international business contexts.
Learning Approaches
As an integrated learning experience, you chose how you want to learn, the platforms you want to learn from and when you want to learn, according to your learning style and personal situation. To facilitate this, your student experience is built in three parts.
- Learn involves by accessing the specially developed learning content to understand the key concepts (which comprise the topic area of the unit) and the main theories (which explain these concepts).
- Apply your learning (key concepts and theories) and develop understanding through interactive workshops in-class and online.
- Practice your learning and develop competence in the assessment tasks in your tutorials – in class or online.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Overview
General Assessment Information
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: Integration Analysis
You research and demonstrate understanding of the importance of integration and strategic consistency in marketing communication. Based on this premise, you apply the Strategic Consistency Triangle to evaluate the integration and strategic consistency of our client's messages. This involves (1) an analysis of what our client says in paid and owned media (2) a Social Media Listening study to find out what is being said as earned messages (3) applying this to the Strategic Consistency Triangle (4) making some recommendations for IMC Strategy.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2), PC (3.1)
This is an assignment for the purposes of an extension.
Assessment: IMC Strategy
You explore the customer experience using research, personas and customer journey mapping. Based on this understanding, you develop an IMC strategy and tactical recommendations
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2), PC (3.1), SE (5.1)
This is an assignment for the purposes of an extension.
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.
Resources
Resource Materials
Recommended text(s)
Belch, Belch, Kerr, Powell and Waller (2020). Advertising: An Integrated Marketing Communication Perspective (4th ed.). McGraw-Hill Australia Pty Ltd
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 (Postgraduate)
HO (2.1): Critical Analysis
Relates to: ULO2, ULO3, Integration Analysis, IMC Strategy
KS (1.1): Discipline and Professional Practice Knowledge
Relates to: ULO1, Integration Analysis, IMC Strategy
KS (1.2): Technical, Technological and Research Skills
Relates to: ULO3, IMC Strategy
PC (3.1): Professional Communication (Written)
Relates to: ULO4, Integration Analysis, IMC Strategy
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS11 Master of Business
- Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
Relates to: ULO1, Integration Analysis, IMC Strategy - Apply technical, technological and technical research skills to organise and interpret discipline knowledge, including theory and practice, to investigate business issues.
Relates to: ULO3, IMC Strategy - Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
Relates to: ULO2, ULO3, Integration Analysis, IMC Strategy - Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
Relates to: ULO4, Integration Analysis, IMC Strategy
BS39 Graduate Certificate in Business
- Demonstrate and apply integrated and advanced discipline knowledge, including knowledge of relevant research principles and methods.
Relates to: Integration Analysis, IMC Strategy - Apply technical, technological or technical research skills to organise and interpret discipline knowledge, including theory and practice, to investigate business issues.
Relates to: Integration Analysis, IMC Strategy - Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
Relates to: Integration Analysis, IMC Strategy - Exercise creativity and intellectual independence and make informed decisions and judgements in planning research-based responses to address real world issues and problems.
Relates to: Integration Analysis, IMC Strategy - Use information literacy skills and communicate effectively in written forms and using appropriate media for diverse audiences.
Relates to: Integration Analysis, IMC Strategy