Integrated promotion, advertising and marketing communications are core components of the marketing system. Understanding these and how they work with (and against) other marketing tools is valuable knowledge in today's market place.

This paper is designed to be a blend of academic and real world perspectives, which enable students to explore contemporary topics relating to the successful integration of marketing communications that reach consumers and other stakeholders effectively.

The paper is structured to provide students with 1) the key concepts theories and principles relating to the integration of different marketing communications; 2) opportunities to practise applying these concepts, theories, and principles to real-case situations; and, 3) build your interpersonal and analytical skills through exposure to the range of perspectives that you and your peers bring to the classroom.

Importantly, we extend the learning of MRKTG101 Fundamentals and 102 Consumer Behaviour, and encourage the development of critical thinking skills for informing marketing decision-making.

This paper has been designed to develop your decision-making skills as a marketer who will need to manage stakeholders, including in-house and external marketing-communication specialists. Marketing communications is not for the faint-hearted - the apparent simplicity belies the level of commitment and discipline required to practice.

There are various learning activities in this paper, with several directed towards group work in which the emphasis is on the student to engage with their peers to develop a fuller understanding of the material, and the instructor acting primarily as a facilitator of the learning process.

1. Content Summaries - Online materials are provided for you to study independently (self-directed study). It is expected that you will engage with these materials in advance of each Exploration and Tutorial session to gain the maximum benefit towards the learning goals. Similarly, students are expected to have read the relevant chapter(s) from the textbook in advance of the week's Exploration and Tutorial sessions, so that we can approach the subject matter by being adequately prepared.

2. Explorations, Thursday 3pm - 5pm NZST. Students will need to sign up for one of the one hour sessions and must attend THAT session each week. These interactive sessions are designed to expand your understanding of the week's topics and terminology by looking at how the IMC concepts are integrated and applied in practice. These sessions are used to give life to IMC concepts through the use of New Zealand and international examples. Students will be required to listen to the weekly video material provided on Moodle prior to these sessions. There will be a variety of learning components in these sessions including min-tests, group discussion exercises, and course content discussions.

3. Tutorials, times available in Moodle at end of week 1. Successful learning in tutorials depends on all students having prepared appropriately before the session by actively undertaking the prescribed case study or materials. Some tutorial activities require you to collect, examine and discuss your own independently discovered examples of IMC activation. Guidance on what is required ahead of each tutorial will be made available in Moodle. Tutorials also deliver insight into what is required in the group assessments.

4. Guest speaker(s) will extend student learning by discussion how concepts, theories and principles are applied and adapted in real-world business activity. Attendance should be considered compulsory for guest lectures. Senior executives give up their time and effort to provide case examples and to act as 'clients' for the benefit of student learning opportunities, hence synchronous attendance at these classes is expected. Scheduled guest speakers will be notified in advance on Moodle.

5. The course convener and Moodle will be the principal source of expectations and requirements for assessments.

TEXTBOOK:

Belch, G. E., Belch, M. A., Kerr, G., & Powell, I. (2020). Advertising: An integrated marketing communication perspective (4th Australasian ed.). Sydney: McGraw-Hill. 9781760422417

eBook: 9781760422417
McGraw Hill Website:
https://www.mheducation.com.au/ebook-advertising-an-imc-perspective-4e-9781760422417-aus

Print copy: 9781760422400
Campus Books or
McGraw Hill Website:
https://www.mheducation.com.au/advertising-an-imc-perspective-4e-9781760422400-aus

Access to online copies available via the Library (limited access)