MKTG307-21S1 (C) Semester One 2021

Advertising and Promotion Management

15 points

Details:
Start Date: Monday, 22 February 2021
End Date: Sunday, 27 June 2021
Withdrawal Dates
Last Day to withdraw from this course:
  • Without financial penalty (full fee refund): Sunday, 7 March 2021
  • Without academic penalty (including no fee refund): Friday, 14 May 2021

Description

This course is an introduction to the fundamentals of advertising and promotion. The course will cover the societal and managerial uses of advertising as a means of symbol formation and communication. Lectures, class exercises, discussions, and videos will be used to explore topics of relevance. Students will be involved in developing and presenting a comprehensive, promotional campaign for a product or service.

This course is an introduction to the fundamentals of advertising and promotion. The course will cover the societal and managerial uses of advertising as a means of symbol formation and communication. Lectures, class exercises, readings, cases, discussions, and videos will be used to explore topics of interest. The aim of the course is for students to obtain a practical, working knowledge of marketing promotion such that they are prepared to contribute to the development or improvement of promotion plans and practices in business organisations.

Course Objectives
Students should be able to accomplish the following upon completion of this subject.

1. To demonstrate the strategic relationship between the promotional mix and the other elements of the marketing mix.

2. To discuss the integrated nature of the components of the promotional mix: advertising, sales promotion, public relations, personal selling and direct marketing.

3. To argue for the appropriate use of each promotional mix element.

4. To analyse media research data in order to evaluate and make media decisions.

Students will be involved in developing and presenting a comprehensive promotional campaign for a product or service.

Course Organisation
The teaching method is based on lectures supplemented by case studies, readings and in-class exercises. Class attendance, although not monitored, should be considered mandatory and students are expected to have read class assignments before each lecture as they may be queried randomly during class periods. Textbook chapter readings and lecture notes will contribute to a significant portion of the course’s material and are therefore the students’ responsibility. In accordance with researched learning practices, it is highly recommended that you take your own notes during lectures. However, lecture outlines will be available for download before the lecture.

Individual student performance is evidenced by the pertinence of questions raised in class as well as the ability to respond and comment on the subject matter discussed in each of the sessions.  Class participation is an active process that enhances learning; it is to your benefit and that of your colleagues.

Workload
The estimated workload breakdown for MKTG307 is:

Activities Hours
Lectures 24
Lectures Preparation 30
Ad Analysis Assignment 24
“Pitch” Term Project 40
Final Exam Preparation 30
Final Exam 2
Total 150 hours

Learning Outcomes

  • Course Learning Outcomes
    By the end of the course, you should be able to:
  • Critically appraise advertisements and ad campaigns;
  • Formulate a comprehensive communication plan;
  • Implement an advertising solution from strategy to execution.

    Graduate Attributes
    MKTG307 addresses the BCom learning goals in the following manner:
    1. Graduates can demonstrate advanced knowledge of Marketing informed by the broader context of commerce.
    The client project is an opportunity for students to demonstrate the application of advanced knowledge of marketing, in particular IMC. Recall, understanding, and application of advanced IMC knowledge are assessed in the midterm and final exam.
    2. Graduates are able to use analytical thinking and problem-solving skills to address specific problems.
    The client project requires the use of analytical skills in interpreting a client’s needs, and the application of IMC knowledge and problem-solving skills to address the problems presented by the client.
    3. Graduates are able to communicate effectively both orally and in written form.
    Written communication is assessed in this course through the client project. Verbal communication is formally assessed through the client project and the ad analysis.

    Learning Objectives, BCom
  • Students have an in-depth understanding of their majoring subject and are able to critically evaluate and, where applicable, apply this knowledge to topics/issues within the discipline.
  • Students have a broad understanding of the key domains of commerce.
  • Students will develop key skills and attributes sought by employers which can be used in a range of applications.
  • Students will be aware of and understand the nature of biculturalism in Aotearoa New Zealand, and its relevance to their area of study and/or their degree.
  • Students will comprehend the influence of global conditions on their discipline and will be competent in engaging with global and multi-cultural contexts.

    For quality assurance purposes the School is required to hold on record a number of assessment pieces as examples of differing standards of work. If you have any objections to the school holding your assessment for this purpose then email the course coordinator to ensure your assignment is not used for this purpose.

      • University Graduate Attributes

      This course will provide students with an opportunity to develop the Graduate Attributes specified below:

      Critically competent in a core academic discipline of their award

      Students know and can critically evaluate and, where applicable, apply this knowledge to topics/issues within their majoring subject.

      Employable, innovative and enterprising

      Students will develop key skills and attributes sought by employers that can be used in a range of applications.

      Engaged with the community

      Students will have observed and understood a culture within a community by reflecting on their own performance and experiences within that community.

Prerequisites

(1) MKTG201; and (2) MKTG202; and (3) MKTG204

Restrictions

MGMT 318; MKTG 303

Timetable Note

Lectures for MKTG307-21S1 are recorded using the ECHO360 lecture recording system.

Course Coordinator

Ann-Marie Kennedy

Lecturer

Afshin Tanouri

Assessment

Assessment Due Date Percentage  Description
AD Analysis and Presentation 26 Mar 2021 20% AD Analysis and Presentation
"Pitch" Term Project (7 May: Consumer Insight; 28 May IMC Report) 40% "Pitch" Term Project (7 May: Consumer Insight; 28 May IMC Report)
Final Examination 40% Final Examination


Assessment
There will be three pieces of assessment in this course:

A) Ad Analysis: Groups will present a critical review of an advertising campaign presently or recently shown/aired in Christchurch. The assignment consists of a strategic evaluation and video presentation. (Please see assessment outline for details). Each group member will receive an individual mark on this assignment.
B) "Pitch" Term Project: In two parts, this assignment involves the development of a Promotional Plan for a selected firm in the Christchurch area. You will be working in groups of (up to) five students and the aim will be to “win” the client’s account. (Please see assessment outline for details). This assignment will also include a group presentation to the client.
C) Final Exam: Date and time TBA.  The final will include multiple choice, written and case analysis and will be comprehensive in nature.

Grading
Consistent with Departmental academic policies, your final score may be calculated after the raw marks for the test and final exam have been standardised to a mean of 65 and a standard deviation of 18. You should not assume 50% as a passing mark for this course.

Textbooks / Resources

Recommended Reading

Waller, David S; Developing your integrated marketing communication plan ; McGraw-Hill, 2012.

Waller, David S; Mountain bike mania : the promotional plan 2e ; McGraw-Hill Irwin ; McGraw-Hill Australia, 2004.

Course Textbook:
Chitty, Luck, Barker, Sassenberg, Shimp, and Andrews (2018), Integrated Marketing Communications 5th Asia-Pacific Edition, Melbourne, Cengage Learning.  This is an e-text, and is available for purchase at https://cengage.co.nz/product/title/integrated-marketing-communications/isbn/9780170386517

The Library access e-access to the text (5e, 2017).



Recommended text (perhaps one per group, or use at library):
Waller, David S. (2004), Mountain Bike Mania:  The Promotional Plan, 2nd edition, Sydney: McGraw-Hill (UCLibrary:  HF5438.5.W198 2004; 3 copies on three hour reserve.)
OR
Waller, David S. (2012), Developing Your Integrated Marketing Communication Plan, McGraw-Hill, Australia (UCLibrary:  HF5415.123.W198 2012; 1 copy on three hour reserve).

Good Resource:
Marketing Magazine. Auckland: Minty’s Media. (UCLibrary: HF 5410 .M3445.)

In addition, it is highly recommended that you consult a variety of printed materials such as newspapers, magazines, and trade publications (e.g., “Modern Plumber”) on a regular basis, watch a few hours of network television on a weekly basis, listen to broadcast radio for a few hours routinely, and pay attention to your surroundings whilst out and about.  This is not about programme content, but rather about how our subject matter is intertwined into everyday life.

Course lecture outlines: These will be available before class time for download from LEARN under MKTG307.  Be aware that some additional information provided in the lecture will not appear on those outlines so they are best used as a skeleton to which you can add to during the lecture.

Notes

Class Representative
A class representative may be asked to volunteer in the first few weeks of class. Any problems with the course can be raised with the class rep. Their email can be found at UCSA. The class representative will take up any issues raised by class members with the lecturer concerned as they occur.

Departmental Academic Policies
A summary of Departmental academic policies on course grading, special considerations, etc. is available under: https://www.canterbury.ac.nz/business/departments/. The Department assumes that you have read this document.

You should also read the following:
• UC Business School Student Handbook on the UC Business School Students Learn page https://learn.canterbury.ac.nz/course/view.php?id=7744
• General Course and Examination Regulations http://www.canterbury.ac.nz/regulations/general/general_regs_enrolment_courses.shtml

Dishonest Practice
The University of Canterbury considers cheating and plagiarism to be serious acts of dishonesty. All assessed work must be your own individual work unless specifically stated otherwise in the assessment guidelines. Material quoted from any other source must be clearly acknowledged. You must not copy the work of another person (student or published work) in any assessment including examinations, tests and assignments. Any person, who is found to have copied someone else's work, or to have allowed their work to be copied, will receive a fail grade for that piece of assessment and may face disciplinary action which may lead to a fine, community service or exclusion from the university.

IMPORTANT: Where there are concerns regarding the authorship of written course work, a student can be required to provide a formal, oral explanation of the content of their work.

Citations and referencing

Indicative Fees

Domestic fee $831.00

International fee $3,875.00

* All fees are inclusive of NZ GST or any equivalent overseas tax, and do not include any programme level discount or additional course-related expenses.

For further information see Management, Marketing and Tourism .

All MKTG307 Occurrences

  • MKTG307-21S1 (C) Semester One 2021
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