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Week 1

This document provides an overview of the MKT20021 Integrated Marketing Communication unit for week 1. It includes [1] an acknowledgement of the Traditional Owners of the land, [2] a quote about teaching, [3] an introduction activity for students, and [4] background information about the unit coordinator Terry Grant. The unit structure is then outlined, including blended learning, weekly online activities, tutorials, and 3 assignments. Assessment details are also provided. Finally, there is introductory content on integrated marketing communication, advertising, and campaign analysis.

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31 views

Week 1

This document provides an overview of the MKT20021 Integrated Marketing Communication unit for week 1. It includes [1] an acknowledgement of the Traditional Owners of the land, [2] a quote about teaching, [3] an introduction activity for students, and [4] background information about the unit coordinator Terry Grant. The unit structure is then outlined, including blended learning, weekly online activities, tutorials, and 3 assignments. Assessment details are also provided. Finally, there is introductory content on integrated marketing communication, advertising, and campaign analysis.

Uploaded by

Văn Ngọc Tuấn Kiệt
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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MKT20021

Integrated Marketing Communication

WEEK 1
Acknowledgement of Country
We respectfully acknowledge the Wurundjeri People of the Kulin Nation, who
are the Traditional Owners of the land on which Swinburne’s Australian
campuses are located in Melbourne’s east and outer-east, and pay our
respect to their Elders past, present and emerging.

We are honoured to recognise our connection to Wurundjeri Country,


history, culture, and spirituality through these locations, and strive to ensure
that we operate in a manner that respects and honours the Elders and
Ancestors of these lands.

We also respectfully acknowledge Swinburne’s Aboriginal and Torres Strait


Islander staff, students, alumni, partners and visitors.

We also acknowledge and respect the Traditional Owners of lands across


Australia, their Elders, Ancestors, cultures, and heritage, and recognise the
continuing sovereignties of all Aboriginal and Torres Strait Islander Nations.
“I cannot teach
anybody anything.
I can only make
them think.”
THE START OF NETWORKING & SOCIAL LEARNING

1. Name
2. Where are you from?
3. What course are you studying?
4. What are your expectations from the unit?
5. If you were an animal, what would you be?
TERRY GRANT

Master of Business Administration


Bachelor of Business (Management/Marketing)
Certified Practicing Marketer

Managing Director – Granhill Consulting

35 years Marketing experience


CONTACT DETAILS

Hawthorn Campus

Email: [email protected]

Consulting times: by appointment


• Blended Learning
• No Lectures

UNIT • Weekly online activities – readings


• Weekly tutorials – activity and
STRUCTURE discussion based workshops
• 3 Assignments
To welcome and introduce
you to the unit
Week 1 To brief you on my
objectives expectations and yours

To brief you on assignments

To discuss learning and


teaching strategies
ASSESSMENT

Assessment Due
Tasks and Details Weighting
Date

1. Create your own Podcast 50% (15% + 35%) End of week 3 and 6
2a. IMC Plan (Group) 35% End of week 10
2b. IMC Plan Pitch (Group) 15% End of week 11
BUSINESS PLAN
CORPORATE MARKETING OPERATIONS HUMAN RESOURCE RISK FINANCE
PLAN MANAGEMENT
STRATEGY PLAN PLAN PLAN PLAN

Vision See Plan Below This details how we Describes when we All companies face This plan identifies
make the product need people; what risks. the revenue from
or service to sell, to type of people with sales, and the cost
Mission We do this first as it produce revenue. the right skills; They need to be of production and
is the plan that when we need identified and overheads.
Corporate Goals generates Cash This includes ALL those people and treated.
Flow to allow us to human, physical how many of them Revenue – Costs
spend money on and digital we need to This is to protect (expenses) = Profit
the Business resources required produce our the future of the This plan also
Output. company. reflects Company
Cash Flow, so we
WHERE DOES IMC FIT INTO MARKETING?

Marketing Plan

What Business am SWOT Analysis Who are my Choose your Set Strategies Tactics
I in? (Define your competitors and what target market Marketing Action Plan
market) are they doing? objectives
What industry am I What are my Segment the How am I going What are you
in and what do I strengths/weaknesses market- to achieve going to
want to achieve applied to Geographic these actually do to
opportunities/threats Demographic objectives implement your
(SWOT) Life style strategies?
behavioural

What is happening
around me?

Macro – Internal Analyse competition Select your Specific 1. Product


Political strengths/weaknesses primary, things you 2. Price
Economic - what do they have to secondary, want to 3. Place
Social External Opportunities offer tertiary markets achieve 4. Promotion
Technology and threats 1. 5. Packaging
Legal - who is their target 2. 6. Positioning
Environment market 3. 7. People
(natural) 4.
Micro - industry 5.

Now Position Desired Method to gain


yourself in your Position desired position
target market

Review/Monitor (control and measure)


What is advertising?
What is imc?
youtu.be/qWGxIW5Wi3o
Why do brands
advertise?
Does it work?
https://youtu.be/Cd6-n7MhVg8
Universal Truths: The Key to Great
Work

“Find an insight that


speaks to a universal truth
about the human
condition.”
Key decisions areas
• The role of mkt comm
• Understanding relationships
• How communication works
• Best utilisation of resources
• Understanding process
• Using research
• New choices in media
• Using knowledge to build successful This Photo by Unknown Author is licensed under CC BY-NC-ND

campaigns
• Application to specific markets
Ensure you read the assessment
details on CANVAS carefully as
you’ll find everything you need
there.
Campaign analysis

• Objectives

• Audience

• Effectiveness

• How would you make improvements?

• The tone or mood and manner

• Type of presenter

• The motivational appeal


• Objectives
• Audience
• Effectiveness
• How would you make
improvements?

• The tone or mood and manner


• Type of presenter
• The motivational appeal
• Objectives
• Audience
• Effectiveness
• How would you make
improvements?

• The tone or mood and manner


• Type of presenter
• The motivational appeal
Get free access to the Adobe Creative Cloud anywhere, on any
device, for the
entire time you’re studying at Swinburne.
There’s wi-fi across campus and the on-campus library and
computer labs
provide you with the space and resources for study outside class.

There’s also a range of services to support your wellbeing:

– careers and – learning and study skills


employment
– Advocacy
– counselling
– legal advice
– health
– child care.
– housing
– disability support
– financial advice

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