156.

237
Marketing Communication and Advertising

COURSE GUIDE

Internal
Semester 2, 2021
Massey Business School
Te Kura Whai Pakihi
THIS MATERIAL IS PROTECTED BY COPYRIGHT AND HAS BEEN COPIED BY AND SOLELY FOR THE
EDUCATIONAL PURPOSES OF THE UNIVERSITY UNDER LICENCE. YOU MAY NOT SELL, ALTER
OR FURTHER REPRODUCE OR DISTRIBUTE ANY PART OF THIS COURSE PACK/MATERIAL TO ANY
OTHER PERSON. WHERE PROVIDED TO YOU IN ELECTRONIC FORMAT, YOU MAY ONLY PRINT
Contents
Course Staff .............................................................................................................................. 5
Course coordinator: Dr Sarah Dodds ................................................................................................. 5
Contact Details ............................................................................................................................... 5
What is this course about? ........................................................................................................ 6
Summary of the course ..................................................................................................................... 6
Course student learning outcomes .................................................................................................... 6
Relationship to other courses ............................................................................................................ 6
Overview of the topics covered ......................................................................................................... 7
How is this course assessed?..................................................................................................... 7
Formal Requirements to pass this course .......................................................................................... 7
The assessment at a glance ............................................................................................................... 7
Assessment 1: Essay .......................................................................................................................... 8
Format ........................................................................................................................................... 8
Worth ............................................................................................................................................ 8
Assignment Submission .................................................................................................................. 8
Assessment 2: Group Report ............................................................................................................. 8
Format ........................................................................................................................................... 8
Worth ............................................................................................................................................ 8
Assignment Submission .................................................................................................................. 8
Assessment 3: Individual Report ....................................................................................................... 9
Format ........................................................................................................................................... 9
Worth ............................................................................................................................................ 9
Assignment Submission .................................................................................................................. 9
Assignment Extensions ...................................................................................................................... 9
Late Assignments............................................................................................................................... 9
Student Submission of Assignments.................................................................................................10
Return of Assessments .....................................................................................................................10
Requesting a Remark for a Course Assessment ................................................................................10
Academic Honesty and Plagiarism.....................................................................................................11
How will we learn in this course? ............................................................................................ 12
Approach to Teaching and Learning in the Course ...........................................................................12
Required Textbook ...........................................................................................................................12
Learning Activities and Teaching Strategies .....................................................................................13
Role of Lectures ............................................................................................................................13
Role of workshops .........................................................................................................................13
Timetable – Lecture and Workshop ...............................................................................................13
Role of Stream..................................................................................................................................13
Weekly tasks for 156.237 study ........................................................................................................14
Course outline: Semester 2, 2021 .....................................................................................................15
Communicating with each other .......................................................................................................16
Communication expectations ........................................................................................................16
Course Staff

Course coordinator: Dr Sarah Dodds

Welcome to Marketing Communication and Advertising. My name is Sarah Dodds and I will be
your lecturer for this course. During this semester, you will learn the fundamentals of marketing
communication and advertising and become familiar with the terms and concepts marketing
professionals and general businesses use. You will gain an understanding of consumers,
marketing communications, advertising tactics and strategies. This is an exciting and very
practical part in the field of Marketing.

My office hours for on-campus students are Mondays 11am-12pm and Thursdays 11am-12pm.
You are invited to stop by to see me during that time with no appointment needed. I encourage
you to take advantage of my office hours, to ask questions if you don’t understand, and to
proactively engage with the wide variety of resources provided to support your learning both
within our course and at Massey University in general.

Contact Details
Lecture – Monday 12-2pm, AT7
Workshop – Thursday 1-2pm, AT7

Zoom workshop for offshore students – Monday 3-4pm (NZ time)

 (09) 414-0800 ext. 49071

 s.dodds@massey.ac.nz

 Auckland Campus- Office Quad B Building Room 3.29

School of Communication, Journalism & Marketing

Massey Business School
Private Bag 102294, North Shore
Auckland, 0745, New Zealand


Albany Campus: QB3.29 - by appointment or during my office hours.

Office hours: Mondays 11am-12pm and Thursdays 11am-12pm

156.237 Course Guide 5

What is this course about?

Summary of the course

This course is devoted to what many of us think as ‘advertising’, but which actually
encompasses a range of communications (other than advertising) that are critical to effective
marketing outcomes. In the formal sense, the course offers ‘ A study of advertising and other
forms of marketing communication, including key theories of marketing communication,
elements of the communication mix, and effective campaign design.’ The focus is on how
marketing communications work in strategic and tactical ways to achieve the objectives of the
brand or organisation. A complementary elective course is 156.235 Social and Mobile
Marketing. Ideally, you will take both 156.235 and 156.237!
If you are interested in learning more about advertising from a critical/media studies
perspective I can recommend 154.202 Advertising and Consumer Society as an elective course.
Students who wish to learn how to create advertisements and other types of brand
communications may be interested in the Bachelor of Design degree majoring in Visual
Communication Design offered at Massey Wellington campus.

Course student learning outcomes

Students who successfully complete this course should be able to:
1. Discuss theories and models used in advertising and marketing communication.
2. Apply marketing communication theory to evaluate message design and creative
execution.
3. Evaluate the relative importance of advertising and the other options available in the
communication mix.
4. Evaluate the integration of message, creative theme, and branding across all campaign
elements.

Relationship to other courses

This is an elective course in the Bachelor of Business (Marketing major) and Bachelor of
Communication (Marketing Communication) major. Many students will have already taken
156.231 Strategic Marketing Management and 156.232 Consumer Behaviour in semester one;
these are very useful but not pre-requisites for this course. It is my goal to make 156.237
Marketing Communication and Advertising interesting and challenging irrespective of the
depth of your pre-existing marketing knowledge.

156.237 Course Guide 6

Overview of the topics covered
Topics
Week 1 Integrated Marketing Communication (IMC)
Week 2 Persuasion in marketing communications
Week 3 Brand positioning
Week 4 Planning and executing the creative appeal
Week 5 Traditional Advertising
Week 6 Digital Advertising
Week 7 Media Planning and Budgeting in Advertising
Week 8 Personal selling
Week 9 Public Relations and Sponsorship Marketing
Week 10 Direct marketing and Sales promotion
Week 11 IMC evaluation
Week 12 Review

How is this course assessed?

Formal Requirements to pass this course

There is no requirement to pass any individual component of this course. However, students
must achieve a final course mark of 50% or better to pass.

The assessment at a glance

Learning Percentage
Assessment Due Dates
Outcomes Weighting

Essay 1, 2 20 % 8th August

Group Report 1, 2, 3 30 % 19th Sep

Individual Report (including
workshop participation) 1, 2, 3, 4 50 % 22nd October

156.237 Course Guide 7

Assessment 1: Essay
Format
In this assignment you will write an essay relating to a model and/or theories in advertising
and marketing communication. Details of the individual assessment will be discussed in class
and posted on Stream.

Worth
20%

Assignment Submission
Hard copies are not required. Assignments must be submitted on Stream using the Turnitin
box set up for this assignment. When you submit your assignment on Stream you agree to the
submission terms and conditions and also to the Massey University honesty declaration
policy. Exact deadlines will be advised in class and on Stream.
Before you submit please save your assignment with the file name as follows: family name,
first name, ID, as well as course and assignment numbers.

Assessment 2: Group Report

Format
In this group assignment you will work in a team to develop a Creative Brief for a case
organisation or brand. In the creative brief your group will detail appropriate objectives,
target audience, message design and creative execution, and media. Details of the group
project assessment will be discussed in class and posted on Stream.

Worth
30%

Assignment Submission
Hard copies are not required. Your group does not need to submit a hard copy. Please ensure
you have incorporated an honesty declaration as part of the front cover of your assignment
and that all group members’ details are included. Exact deadlines will be advised in class and
on Stream. Before you submit please save your group assignment with the file name of the
group.
Each person’s group project grade will also incorporate a peer-assessed contribution to her or
his group’s work. Details of the peer-assessment mechanism will be provided with the
assessment instructions.

156.237 Course Guide 8

 Assessment 3: Individual Report
Format
This assignment is made up of a) an individual report that formulates an Integrated Marketing
Communications (IMC) Plan for the case organisation or brand studied in Assignment 2 and b)
workshop participation. The IMC Plan is worth 40% and workshop participation is worth 10%.
Details of the assessment will be discussed in class and posted on Stream.

Worth
50%

Assignment Submission
The report must be submitted on Stream. Assignments must be submitted on Stream using
the Turnitin box set up for this assignment. When you submit your assignment on Stream you
agree to the submission terms and conditions and also to the Massey University honesty
declaration policy. Exact deadlines will be advised in class and on Stream.
Before you submit please save your assignment with the file name as follows: family name,
first name, ID, as well as course and assignment numbers.

Assignment Extensions
An extension of time to complete an assignment may be granted at the discretion of the course
coordinator in the case of unforeseen circumstances such as misadventure or illness.
Applications for an extension of time should be made to the course co-ordinator by email or in
person. You may be required to substantiate your application with appropriate documentary
evidence such as medical certificates, accident reports etc. (Please note that work
commitments, computer failures, or lack of commitment from other group members are
usually considered insufficient grounds for an extension.)
Please let your course or offering coordinator know as soon as possible if you need an
extension. We want to assist, but we need to hear from you.

Late Assignments
We expect that you will work diligently to manage your workload and plan assignment
preparation so you can submit in a timely fashion. This is part of the expectations for academic
study. However, we also know that unexpected circumstances can and do arise.

156.237 Course Guide 9

If you do miss the deadline and you did not ask for an extension, you may still submit your
assignment late. However, in usual circumstances*:
• A penalty of 2 marks out of 100 per day (including weekends) will be applied to the final
mark.
• Assignments that are 8-14 days late may receive little, if any, written feedback and may
not be returned within the three-week turnaround time.
If your assignment arrives 15+ days after the deadline, it will not be marked and you will
receive a zero grade.

* We recognise that unusual circumstances (including global pandemics) may cause sudden
and unexpected disruptions to study. If such unusual circumstances arise, your Course
Coordinator will let you know of any changes in expectations around late submissions. As
always, please let us know of circumstances that have affected you.

Student Submission of Assignments

Many of you are aware of the increasing difficulties educational institutions are having dealing
with issues of plagiarism. This problem impacts on students as it disadvantages honest
students, undermines the credibility of the qualification, and takes up huge staffing resources
that could be better spent elsewhere. Massey uses Turnitin®, a text matching web application,
as one of a variety of methods and technologies to detect and deal with the problem. The
electronic version of the assignment you submit will be compared with material available on
the world wide web including many electronic books, journals, newspapers, cheat sites (or
paper mills), web pages and previously submitted assignments.
Please go to https://www.massey.ac.nz/massey/learning/online-learning/guide/how-
to/assignment.cfm for instructions on how to upload your assignments to the Stream course
website.

Return of Assessments
We aim to mark assignments submitted on time within 15 working days from the official due
date.

Requesting a Remark for a Course Assessment

There is an official process to follow if you believe a mark you have received on a coursework
assessment is unfair, and if you have discussed the matter with your marker and still believe
the marking to be unfair. You must make the request within one week of the mark being

156.237 Course Guide 10

released, and you can only request a remark if the assessment is worth 15% or more. (NB
requesting a remark for an exam is a different process; for that, you apply via the portal.)
You must apply in writing (by email is fine) to the Associate Head of School or Head of School of
your unit, by filling in and sending the Remark of Assessed Coursework application form, and
attaching your original assessment submission. In the form you must justify why a remark is
required (ie unfairness, not simply being unhappy with a low mark). The AHoS or HoS will
consider your request and if it’s justified, will direct an appropriate academic to do the remark,
and you’ll be notified. Your Course Coordinator can provide the form.
Please be aware that the result of a remark may an increase or a decrease in the mark, or it
may stay the same.

Academic Honesty and Plagiarism

For all course assignments it is acceptable (and helpful) to discuss the issues with other
students. You may freely ask and answer questions that promote learning.
However, it is NOT acceptable to:
• Copy another student’s work, in part or in total, or an official/model answer from either
the current class or from a previous class.
• Allow other students to copy your work, in part or in total.
• Copy your own work if it has already been submitted for assessment elsewhere.
• Provide students in future years with copies of your assignments.
• Copy and paste sections from internet sourced documents or pages.
• Post assessment questions and request answers – or copy someone else’s answers – from
any online ‘learning’ or ‘homework’ website (these are cheating sites)
• Have another person prepare and/or write your assignment (or parts of your assignment)
on your behalf.

In short, if you submit work that you did not author and you claim credit for it, you are
breaching academic integrity.

Plagiarism is defined by Massey University as:

Presenting as one’s own work the work of another, including copying or paraphrasing of
another’s work without acknowledging it as another person’s work through full and accurate
referencing. It applies to material presented through written, spoken, electronic, broadcasting,
visual, performance or other medium.
Plagiarism can be avoided by correctly acknowledging the authorship of any material in your
assignment that is not your own original work. Go to the Online Writing and Learning Link for
guidance on correct referencing.
Plagiarism in an assignment may result in your assignment not being awarded any marks. In
serious cases, it can result in even more serious disciplinary action by the University.

156.237 Course Guide 11

Plagiarism includes copying answers that someone else has provided to assignment or test
questions, which includes answers posted online. Be aware that if you use such a service the
answer you submit is not original, is available to multiple other students, and therefore you
and every other student drawing on these answers is breaching academic integrity and risking
disciplinary action including receiving a mark of 0.

A link to the Student Guide to Academic Integrity at Massey University is here.

Please make yourself familiar with the Code of Student Conduct available here

How will we learn in this course?

Approach to Teaching and Learning in the Course

Advertising and marketing communication is something that we all have personal experience
of as consumers. I encourage student contributions through discussion and questioning that
draws upon your consumption experiences. What is important is that you move beyond your
‘common knowledge’ of Advertising and Marketing Communication and your responses to
them (love or hate them, irritated or amused!), to a point where you have a more
sophisticated understanding of how and why marketing communications are designed to work
to achieve the objectives of the brand or organisation.

Required Textbook
The textbook forms the basis for the course. Please note the version you need is the latest
version (version 3, 2016):
Principles of Integrated Marketing Communications (2016)
Author: Ang, Lawrence
ISBN: 9781107649187.
Edition: 3
Publisher: CAMBRIDGE UNIVERSITY PRESS, PORT MELBOURNE, VICTORIA, AUSTRALIA

156.237 Course Guide 12

Learning Activities and Teaching Strategies
Role of Lectures
The Monday lecture will cover concepts and be a mix of lectures and interactive sessions
designed to develop your skills and practice applying knowledge to analyse current cases of
advertising and other types of marketing communication campaigns. Please note that these
lectures are not recorded, however, I will make available pre-recorded topic videos.

Role of workshops
The Thursday workshop is designed to a) consolidate the concepts and theories presented
and discussed in the lecture through the use of case studies and discussion, b) an opportunity
to work in your teams for assignment 2 and on your own report for assignment 3. Attendance
at tutorials is important and 10% of your grade is based on your attendance and participation
in the workshops. You need to attend 10 out of 12 tutorials (1% for each).

Timetable – Lecture and Workshop

Day Time Room
Lecture Monday 12-2pm AT7
Workshop Thursday 1=2pm AT7

Role of Stream
Stream is Massey’s version of Moodle that many of you will have encountered at school. This
is our learning environment – it’s our virtual classroom. It is the main place the resources for
this course are stored, and it is also where we talk with each other.
The Stream site will be available two weeks before the teaching semester officially begins.
That means you don’t have to wait to get going - you can start exploring the environment and
even start reading in advance.

156.237 Course Guide 13

Here is an overview of the key resources to support your learning in 156.237:

Resource Description
PowerPoint slides will be uploaded on the Monday morning prior
PowerPoint slides
to each lecture.
Pre-recorded topic
These are a supplementary resource to the lecture.
videos
Stream Forums The Stream forums provide the opportunity to discuss academic
and administrative problems with your fellow students. I will be an
active participant and endeavour to check the Stream forums at
least once every workday.

Weekly tasks for 156.237 study

This is a 15-credit course, so you should allocate about 12 hours a week to the course during
the semester (12 teaching weeks). Each week, your 12 hours’ study should include the
following:
1. Read the book chapter. Read the relevant chapter of the book.

2. Attend lectures. Download a copy of the week’s PowerPoint slides from the Stream site
and make additional notes in class.

3. Attend the workshop. This class is closely linked to assessments so your success in this
course very much depends on your participation. Remember they are graded.

4. Continue work on your internal assessments. I recommend working on your

assessments every week, so as not to get behind.

The credit value for this class offers a guideline not only concerning the number of credits you
earn towards the degree or diploma for which you are enrolled, but also concerning the total
amount of time you might reasonably expect to spend on this course in order to complete it.
A 15 credit course is defined by the Tertiary Education Commission as 150 hours of student
workload, equating to approximately 12 hours study hours per week, although of course
everyone works differently. Expect some weeks to be busier than others, especially when
assignments are due, but you should be working on your coursework regularly, every week.
You can find a great tool to help you plan your timeline for completing an assignment, here:
https://owll.massey.ac.nz/academic-writing/assignment-planning-calculator.php

156.237 Course Guide 14

Course outline: Semester 2, 2021

Week # Topic Text: Ang Assessment

1 Integrated Marketing Chapter 1 Work on Assignment 1
12 July Communication

2 Persuasion Reading Work on Assignment 1

19 July
3 Brand positioning Chapter 3 Work on Assignment 1
26 July
4 Planning and executing the Chapter 7 Assignment 1 due by
2 August creative appeal Sunday 8th August
5 Advertising 1 - Traditional Chapter 5 & Work on Group
9 August media 6 Assignment 2
6 Advertising 2 – Digital media Chapter 5 & Work on Group
16 August 8 Assignment 2
MID-SEMESTER BREAK (23 August-3 September)
7 Advertising 3 – Media Planning Chapter 4 Work on Group
6 September & Budgeting in Advertising Assignment 2
8 Personal Selling Chapter 10 Assignment 2 due by
13 September Sunday 19th Sept
9 Public Relations, Corporate Chapter 9 Work on Assignment 3
20 September reputation, and Sponsorship
10 Direct Marketing and Sales Chapter 11 Work on Assignment 3
27 September Promotion
11 IMC Evaluation Chapter 12 Work on Assignment 3
4 October
12 Overview Work on Assignment 3
11 October
13 Assignment 3 due by
19 October Friday 22 October

156.237 Course Guide 15

Communicating with each other
The primary means of communication, further to our interaction in the lectures, are the
Stream forums. These can be found under the Communication Tools tab on Stream. Please use
these forums to communicate with us, rather than contacting us via email. This is because
messages from individual student email accounts are sometimes misidentified by Massey email
systems as spam, and filtered out – ensure we hear from you by communicating via the Stream
forums. There are several forums, each with a different purpose. They include:

News forum: This is a one-way forum from us to you. Look here for important updates about
this course. Note that these announcements will automatically be sent to your registered
email address. If you see an email with 156.237 in the subject line, PLEASE READ IT - it will be
important!

Student Discussion: Use this forum to chat with your classmates. This forum will not be
monitored by staff.

Personal Communication: Use this to confidentially communicate with course staff about
private matters, such as ill health, personal issues, etc.

Other forums may include one or more Assessments Forum for queries about assessments.

If you "subscribe" to a forum, new messages get emailed to you (this is automatic for the
News Forum, but for the others, you need to subscribe yourself).

Communication expectations
We expect everyone in the Massey community to communicate courteously, appropriately,
and constructively in all exchanges, as Massey's guidelines stipulate.
In terms of specific messages, it’s important to be clear from the outset both what I expect of
you and what you can expect of me. Here is what you can reasonably expect of me:
● responses to all discussion forum postings within 48 hours during the working week
(Monday-Friday);
● responses to any personal communication within 48 hours during the working week.

Within reason, I also have a couple of expectations of you:

● use a meaningful subject line in your discussion postings;
● use the Stream discussion forums appropriately;
● support – that means encourage, help, and respect your fellow students.

156.237 Course Guide 16