Subject Outline Template F-ACD-DB-01.04.

03 V11 12 Aug 2012 Page 1

MARK940: Marketing Communications Dr Greg Kerr


Postgraduate Program Subject Outline

Faculty of Business
http://my.uowdubai.ac.ae


Subject Code: MARK940 Subject Name: Marketing Communications
Session: Autumn Year: 2014 Section: 2

No of Credit Points: 6

Pre-requisite(s): MARK936 Co-requisite(s): Nil


LECTURE INFORMATION
Day: Monday
Time: 18.00 to 21.00
Location: Block KV14 Room 205




Lecturers Name: DR GREG KERR
Building & Office No: Block 15 Office 107
E-mail Address: gregkerr@uowdubai.ac.ae
Consultation Days and Times: Sun. 16.00 to 18.00
Mon. 16.00 to 18.00
Wed. 12.30 to 14.30
Recommended that students make an appointment at least one day
in advance. Students must use their UOWD email as this is the
official communication channel for UOWD students.
Subject Coordinator:
DR GREG KERR












Subject Outline Template F-ACD-DB-01.04.03 V11 12 Aug 2012 Page 2
MARK940: Marketing Communications Dr Greg Kerr

1 SUBJECT DESCRIPTION
This subject will provide both a theoretical and a practical perspective on marketing
communication and promotions strategy. Students will learn to use communication tools such
as advertising, sales promotion, point-of-purchase materials, sponsorship programs and
publicity, to optimize intervention on organizational issues.


2 LEARNING OUTCOMES
1) Examine theoretical and practical considerations of marketing communications.
2) Construct a positioning statement for a brand.
3) Evaluate the positioning statement for an existing brand.
4) Formulate the requirements for conducting an integrated marketing communications (IMC)
campaign.



3 SUBJECT SCHEDULE
Session Date Lecture Topic(s) Chapter(s)* Tests/Presentations

1
15
th
Sept. Emergency evacuation procedures
Communication and discussion of:
Subject learning outcomes
(objectives),
Linking assessments to learning
outcomes (objectives),
Assessment tasks and
assessment criteria,
Relevance of subject to degree
programs,
Provision of feedback on
assessments,
Teaching and learning strategies
for this subject
o Accesses to teacher,
o Access to other
assistance,
o Learning tasks,
o Learning resources,
o e-learning.
Satisfaction with the quality of this
subject.
Satisfactory completion
requirements
What are advertising and
promotion?






















Ch. 1















Formation of groups
and allocation of
cases.
No tutorial or
presentations
2
22
nd
Sept.
Perspectives on advertising.
Advertising across cultural
borders.
Ch. 2

Ch. 3
Case study 1 and
discussion questions 1-4
(p. 19-20).
3
29
th
Sept.
What it takes for successful
advertising and promotion.

The strategic planning process.
Ch. 4

Ch. 5
Case study 2 and
discussion questions 1-4
(p. 34).
Case study 3 and
discussion questions 1-4
(p. 53-54).




Subject Outline Template F-ACD-DB-01.04.03 V11 12 Aug 2012 Page 3
MARK940: Marketing Communications Dr Greg Kerr


4
6
th
Oct**
Selecting the target audience.

Ch. 6


Case study 4 and
discussion questions 1-4
(p. 73).
Case study 5 and
discussion questions 1-4
(p. 94).
5
13
th
Oct
Understanding target audience
decision making.
Ch. 7
In-session test at 18.00
No presentations
6
20
th
Oct
Determining the best positioning.
Ch. 8
Case study 6 and
discussion questions 1-4
(p. 120-123).Case study
7 and discussion
questions 1-4 (p. 139-
140).
7
27
th
Oct.
Developing a communication
strategy.
Ch. 9
Case study 8 and
discussion questions 1-4
(p. 164-165).
Recess
8
10
th
Nov.
Setting a media strategy.
Ch. 10
Case study 9 and
discussion questions 1-4
(p. 198-199).
9
17
th
Nov
Processing the message.
Ch. 11
Case study 10 and
discussion questions 1-4
(p. 223-224).
10
24
th
Nov.
Creative tactics.
Ch. 12
Case study 11 and
discussion questions 1-4
(p. 257).
11
1
st
Dec.
Creative execution.
Ch. 13
Case study 12 and
discussion questions 1-4
(p. 286-287).
12
8
th
Dec.
Sales promotion and the broader
communication mix.
Ch. 14
Case study 13 and
discussion questions 1-4
(p. 320-321).
13
15
th
Dec.
Putting it all together.
Ch. 15
Case study 14 and
discussion questions 1-4
(p. 349-350).

* All chapters refer to Percy and Rosenbaum-Elliott, 2012.
** Possible Public Holiday
Additional material will be distributed at lectures and/or placed on the subject site.

ACKNOWLEDGEMENT: This subject outline was developed at UOW by Dr. Alan Pomering with minor
modifications being made by the current UOWD coordinator. Dr. Pomerings contribution and expertise in
in marketing communications is acknowledged.







Subject Outline Template F-ACD-DB-01.04.03 V11 12 Aug 2012 Page 4
MARK940: Marketing Communications Dr Greg Kerr

4 TEXTS
4.1 REQUIRED TEXTS
Percy, L. and Rosenbaum-Elliott, R. (2012). Strategic Advertising Management, 4th Edition.
Oxford University Press: Oxford, UK. The text can be purchased from the University
Bookshop located in Block 5 Ground Floor.

COPYRIGHT NOTICE: The University of Wollongong in Dubai complies with UAE Federal Law No. (7)
of 2002 pertaining to Copyrights and Neighboring Rights. Severe penalties apply for copyright
violations. No copied materials will be allowed on campus, except where permitted as per UAE Federal
Law No. (7) of 2002. Any copied materials that violate UAE Laws or UOWD Policies will be
confiscated in the first instance and disciplinary actions may be taken against the person(s) involved.

4.2 RECOMMENDED READINGS
Journal of Advertising Journal of Advertising Research
Journal of Marketing Communications International Journal of Advertising
Journal of Marketing Journal of Consumer Research
Gulf News UAE Magazines

Recommended Background and Further Reading

Altstiel, T. and Grow, J., (2010), Advertising Creative: Strategy, copy + design, Sage Publications, LA.

Barry, P., (2008), Think Now, Design Later: A complete guide to creative ideas, strategies and
campaigns, Thames and Hudson, NY.

Barry, P. (2010), The Advertising Concept Book, access via http://advertisingconceptbook.com/

Jewler, A. and Drewniany, B., (2011), Creative Strategy in Advertising, 10
th
Ed., Wadsworth Thomson
Learning, Belmont.

Landa, R., (2010), Advertising by Design: Generating and designing creative ideas across media, John
Wiley, N.J.

McStay, A., (2010), Digital Advertising, Palgrave Macmillan, Basingstoke, UK.

Rossiter, J. and Bellman, S. (2005). Marketing and Communications: Theory and Applications. Pearson
Education Australia: Frenchs Forest, NSW.

Rossiter, J. and Percy, L. (1997). Advertising Communications and Promotion Management, 2nd
Edition. McGraw-Hill: Boston, MA.

Wells, W., Spence-Stone, R., Crawford, R., Moriarty, S., Mitchell, N. (2011), Advertising: Principles and
Practices, 2
nd
Edition, Pearson Australia.

Additional readings (e.g. links to academic journal papers) and weekly comments to
students will be provided throughout the session on the e-site for the subject.
This is not an exhaustive list of references. Students should also use the library catalogue and
databases to locate additional resources. All of the recommended readings above are available at the
UOWD Library located on the first floor in Block 14.

.
4.3 LECTURE NOTES
All teaching material can be downloaded from the student intranet: https://myuowdubai.ac.ae



Subject Outline Template F-ACD-DB-01.04.03 V11 12 Aug 2012 Page 5
MARK940: Marketing Communications Dr Greg Kerr

5 ASSESSMENT
5.1 ASSESSMENT OF LEARNING OUTCOMES
Learning Outcome Measures (Elements of Assessment)
1) Examine theoretical and practical
considerations of marketing
communications.
In-session test, Case study presentations, Final exam.
2) Construct a positioning statement for a
brand.
Case study presentations, Final exam.
3) Evaluate the positioning statement for an
existing brand.
Case study presentations, Final exam.
4) Formulate the requirements for
conducting an integrated marketing
communications (IMC) campaign.
Case study presentations, Final exam.


MARK940 Marketing Communications
Autumn Session 2013

Learning Outcomes

Measures - Assessments
(weighting)

In-session test


(20%)
Case study
presentations

(30%)
Final Exam


(50%)

1) Examine theoretical and
practical considerations of
marketing communications.


2) Construct a positioning
statement for a brand.


3) Evaluate the positioning
statement for an existing brand.


4) Formulate the requirements
for conducting an integrated
marketing communications
(IMC) campaign.


Office use only Subject Total
(100%)
Mean
Standard deviation
Range
No. of students








Subject Outline Template F-ACD-DB-01.04.03 V11 12 Aug 2012 Page 6
MARK940: Marketing Communications Dr Greg Kerr

5.2 ASSESSMENT TASKS
Assessment Task 1: In-session Test
Type: Individual
Learning Outcome Measured: 1
Total Marks: 20
Weighting: 20%
Date, Time and Location: 18.00, 13
th
Oct. in the lecture room
Outline and Requirements The In-session tests will be 1 hour in duration and will
consist of 5 short answer questions to be answered on the
space provided on the exam paper. The questions will be
drawn from the questions to consider at the end of
Chapters 1 to 5 of your text. Marks will be posted on SMP.
Marking criteria
Questions will be of equal value.
Markers will be provided with a comprehensive marking
guide.

Assessment Task 2: Case study presentations
Type: Group/individual
Description: The cases and related questions are contained in the
prescribed text. The allocation of cases to groups is shown
on pages 2 and 3 of this subject outline.
Learning Outcome Measured: 1, 2, 3, & 4.
Total Marks: 30
Weighting: 30%
Due Date: From lectures 2 to 13.
Word Length:
Students' written answers to the four (4) case study
questions (to be submitted following the presentation)
should not exceed 2 typed pages (Times New Roman, 12).
Students' in-class case study presentations must not
exceed 10 mins (max. 6 slides suggested) and each
student is expected to competently discuss his or her
assigned case in a Q&A format for up to 10 minutes
following his or her presentation.
Hand in to: Lecturer
Marking criteria Written case study answers 20 marks (5 marks each)
Presentation and Q&A 10 marks (5 marks each)

You will be marked with respect to:
1. Your understanding of the analyses, models, and theory
in the subject content.
2. Your ability to communicate your findings.
3. The accuracy and completeness of their answers to the
four(4) case study questions
4. Your ability to justify your decisions/responses.
5. Your professionalism and approach to task (including
preparation, organisation and appropriate level of
communication, etc.).
TurnItIn submission required: TBA

Subject Outline Template F-ACD-DB-01.04.03 V11 12 Aug 2012 Page 7
MARK940: Marketing Communications Dr Greg Kerr



Assessment Task 3: Final Exam
Learning Outcome Measured: 1, 2, 3 and 4.
Total Marks: 100
Weighting: 50%
Date: To be held during the official examination period. Please
refer to the Exam Timetable available on the Student
Online Resources website (http://my.uowdubai.ac.ae)
closer to the exam period.
Requirements The final exam will be 3 hours in duration and will consist of
short answer and a case study analysis.
The ten (10) short answer questions to be answered on the
space provided with the exam paper will be drawn from the
questions to consider at the end of Chapters 5 to 15 of
your text.
A case study will be provided from which questions will be
drawn. The answers are to be written in the space provided
with the exam paper.



5.3 GRADES AWARDED
The approved grades of performance and associated ranges of marks for postgraduate subjects
are:
High Distinction (HD)
Distinction (D)
Credit (C)
Pass (P)
Fail (F)
Technical Fail (TF)
85 100%
75 84%
65 74%
50 64%
0 49%
- Not meeting the final exam passing requirements



5.4 SATISFACTORY COMPLETION REQUIREMENTS
In order to gain a grade of Pass (P) or better in this subject, students must pass the Final
Examination with a mark of at least 50%. This is irrespective of a student's other marks
during the session. Students who obtain a composite mark of greater than 50% but do not
satisfy the Final Examination pass requirements will be awarded a Technical Fail.
Students must reasonably complete all assessment tasks (other than the Final Examination,
which requires a mark of 50% of above) and submit these by the final week of session or by
the Final Examination date (whichever is earlier) in order to pass the subject. Reasonable
completion of an assessment task will be determined based on the instructions given to the
student including: word length, demonstration of research and analysis where required, the
Plagiarism Policy, and completion of each section/component of the assessment. Failure to
reasonably complete any assessment tasks to the standard specified above may result in a
Fail grade awarded for the subject.




Subject Outline Template F-ACD-DB-01.04.03 V11 12 Aug 2012 Page 8
MARK940: Marketing Communications Dr Greg Kerr

6 RELEVANT POLICIES AND DOCUMENTS
All students must read and be familiar with the following UOWD policies and documents, which are
available on the Student Online Resources (http://my.uowdubai.ac.ae) website by following the Policies
link:
Academic Grievance Students
Assessment Policy
Code of Conduct Library Users
Code of Practice Students
Copyright Policy
Information Literacies Rule
Library Regulations
Music, Video and Software Piracy
Plagiarism Policy
Plagiarism Acknowledgement Practice
Rules Campus Access and Order
Rules for Student Conduct and Discipline
Rules for use of ITTS Facilities
Special Consideration Policy
Tertiary Literacies

7 SASS
Student Academic Support Services (SASS) is a program committed to assisting students in
developing their academic skills and getting the most out of their studies. As part of their services,
SASS provides Peer Tutoring Program and Academic Workshops.
For further information contact, please contact:
SASS Admin Assistant
Room 032 A, Block 5.
SASS@uowdubai.ac.ae
Ph: + 971 4 390 0602
8 PLAGIARISM
Plagiarism is a serious offense that can lead to expulsion from the university. Students must be familiar
with the Plagiarism policy which outlines the procedure that will be followed in case of plagiarism. For
more information please refer to the Plagiarism policy available on the Student Online Resources
website (http://my.uowdubai.ac.ae follow the Policies link).
8.1 TURNITIN
In addition to a hard copy, students are required to submit all written assignments in soft copy through
the TurnItIn system which is available online at www.turnitin.com. Every student must have a TurnItIn
account. Failure to submit an assignment through TurnItIn will result in marks for that assignment being
withheld. Students do NOT need to hand in a printed copy of the TurnItIn Originality Report!
More information about TurnItIn (including how to create an account and add a class) will be provided
in the first lecture. Students can download Frequently Asked Questions (FAQs) about TurnItIn from the
SASS section of the website (http://www.uowdubai.ac.ae/ss).

TurnItIn information required to add this subject:
Class ID: MARK940
Password: TBA
8.2 REFERENCING & IN-TEXT CITATION & UOWD RULES & POLICIES
For information about Referencing and In-Text Citation, as well as a guide to some of the UOWD Rules
and Policies, please go to the Student Online Resources website (http://my.uowdubai.ac.ae) and click
on the POLICIES link. You will find the required information under the letter S for Subject Outline
Information.