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Unit of Study Outline Unit Code MKTG6006 Unit Title Creative Communications in Marketing Intensive October, 2016 Pre-requisite Units: MKTG5001 Co-requisite Units: Prohibited Units: Assumed Knowledge and/or Skills: An appreciation and understanding of marketing dynamics, marketing strategy, commercial media and an awareness of consumer behaviour and target audiences. Unit Coordinator: Mr John Parker Address: Room 4209, Abercrombie Precinct(H70), The University of Sydney NSW 2006 Email:
[email protected] Phone: Consultation Hours: Students should make an appointment face-to-face with the lecturer or via email. Class Day(s): Please go to Blackboard for class times and locations. Required Text / Resources: Students are not required to buy a textbook. Lecture slides recommended readings and creative resources will form the basis of required reference materials. Recommended Texts: Ang, L. (2014), Principles of integrated marketing communications, 1st edn, Cambridge University Press, New York. Chaffey, D & Smith, PR (2013). Emarketing excellence: planning and optimizing your digital marketing, 4th edn, Routledge, Abingdon, Oxon, New York. Dahlen, M., Lange, F., & Smith, T. (2010). Marketing communications: a brand narrative approach. Chichester, UK: John Wiley & Sons. Steel, J. (1998). Truth, lies, and advertising: the art of account planning. New York: Wiley. (An excellent book on the practice of message strategy planning) Recommended Journal Articles: Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34, 347–356. Frazer, C. F. (1983). Creative strategy: a management perspective. Journal of Advertising, 12(4), 36–41. Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The fundamental templates of quality ads. Marketing Science, 18(3), 333–351. Hackley, C. (2003a). From consumer insight to advertising strategy: the account planner’s integrative role in creative advertising development. Marketing Intelligence & Planning, 21(7), 446–452. Morrison, M. A., & Haley, E. (2003). Account planners’ views on how their work is and should be evaluated. Journal of Advertising, 32(2), 7–16. Vakratas, D., & Ambler, T. (1999). How advertising works: What do we really know? Journal of Marketing, 63(1), 26. Recommended Trade Articles:
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Bullmore, J. (2004). Why is a Good Insight Like a Refrigerator? WPP 2004 Annual Report, 80. Essential online sources: Ads of the world: https://adsoftheworld.com Canne Lion: http://www.canneslionsarchive.com/winners/categories/cannes-lions World advertising Research Centre (WARC): available online through the library. This unit of study outline MUST be read in conjunction with The Business School Unit of Study Common Policy and implementation information that applies to every unit of study offered by the Business School (http://sydney.edu.au/business/currentstudents/policy). All assessment rules, such as standards used, penalties etc, are covered. The Business School Student Administration Manual - for information about all processes such as illness, appeals etc ( http://sydney.edu.au/business/currentstudents/student_information/student_administration_manual) When deciding applications and appeals relating to these matters it will be assumed that every student has taken the time to familiarise themselves with these key policies and procedures. The Business School seeks feedback from students and staff in order to continually improve all units offered. For information on previously collected feedback and innovations made in response to this feedback, please see http://sydney.edu.au/business/learning/planning_and_quality/feedback/student
1. Unit of Study Information There has been a steady shift in the focus of creative communication decisions away from traditional advertising agencies to specialist creative services providers. Alternative ways to produce, implement and monitor creative communications have been developed. This unit explores changes that have taken place and focuses on new principles of developing and evaluating creative communications. Topics include: developments in media and modes of delivery; implications of the shift from ownership towards access; the role of the visual in cross cultural marketing; attitudinal monitoring; identifying creative issues and developing creative marketing material; the client relationship; examining areas of contention in creative communications and working with creative strategies.
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2. Program Learning Outcomes and Unit Learning Outcomes The Program Learning Outcomes for this Program are located at http://sydney.edu.au/business/about/accreditations/AoL Unit Learning Outcomes Unit Learning Outcomes On the successful completion of the Unit you should be able to: Identify and analyse real-world issues related to creative communications in marketing. Examine underlying theories, concepts, assumptions, limitations and arguments in the development and application of creative communications in marketing. Demonstrate a comprehensive understanding of concepts and theories of creative communications in marketing via their strategic application to business communication problems and marketing practices.
Develop appropriate creative solutions and strategies to address communication problems and provide coherent arguments in support of these solutions and your recommendations.
Communicate and present your solutions and recommendations to a professional standard.
Collaborate and communicate with people from diverse backgrounds with inclusiveness, open-mindendeness and civility. Research and use information related to creative communications in marketing efficiently and responsibly demonstrated by professional referencing, permissions and acknowledgements.
Program Learning Outcomes 1. Business Knowledge 2. Critical Thinking 1. Business Knowledge 2. Critical Thinking 3. Business Analysis and Problem-Solving 1. Business Knowledge 2. Critical Thinking 3. Business Analysis and Problem-Solving 4. Communication 1. Business Knowledge 2. Critical Thinking 3. Business Analysis and Problem-Solving 4. Communication 1. Business Knowledge 4. Communication 5. Team Working 6. Ethical and Social Responsibility 4. Communication 5. Team Working 4. Communication
3. Assessment Assessment Name
Individual/ Assessment Group Conditions
Program Learning Outcomes Assessed
Length
Weight
Class Participation
Individual
Compulsory
1, 2, 3, 4
N/a
15%
Assignment
Group
Compulsory
1, 2, 3, 4, 5, 6
Assignment
Individual
Compulsory
1, 2, 3
Exam
Individual
Compulsory
2, 3, 6
Academic Honesty
2000 25% words 1 page 25% 2 Hours + 10 minutes 35% Reading time
Due Time
Due Date
Closing Date
Weekly
Weekly
9:00am
16-Oct-2016
22-Oct-2016
9:00am
23-Oct-2016
29-Oct-2016
Final Exam Period
Final Exam Period
Week 4
For the meaning and operation of this table, see policy information in the box on the front page or click here
Assessment details Class Participation
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Task Description Tutorial Participation (15%). Your tutorial participation mark will be based on your ability to complete the required tutorial work and discuss that work in class with your fellow students. Throughout the intensive course you will be provided with 3 tutorail tasks (each worth 5%) to be submitted to your lecturer. Task #1 - Due: 8th October, 2016 The lecturer will present an international magazine advertising campaign for a well known international brand (Absolut). Students are required to create one advertising concept for a single page magazine advertisement that could be used to continue the style of message strategy for the brand. Task #2 - Due: 9th October, 2016 Students will identify a product category and then use 'brand archetypes' to identify the archetypal positioning of four seperate brands that compete within the category. If you were to launch a new brand into the category, what archetypal positioning might give rise to a disruptive brand positioning? Identify an intersting positioning line to accompany that new brand and its archetypal meaning. Students will work in pairs, but submit individual work. Task #3 - Due: 15th October, 2016 The lecturer will present a template for analysing and identifying marketing eras from World War 1 - 1950s and the advertising and marketing responses to these periods. Students will work in pairs, but submit individual work, as they define the 'current era' and what they expect the relevant advertising and marketing responses to be. The details for each of these tutorial tasks can be found under the assessment tab in Blackboard.
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Assessment Criteria 1. Clarity of expression (incl. accuracy, spelling, grammar, punctuation) 2. Context in which subject is used 3. Analysis 4. Problem solving 5. Rationale 6. Conceptualisation 7. Critical reasoning / critical thinking 8. Imagination / Creativity 9. Originality 10. Presentation / communication (oral)
Feedback - What, when and how feedback will be provided for this assessment The tutorial exercises will be returned to students the following week indicating the areas where students clearly articulate theoretical concepts, link theory to practice and provide appropriate and original examples. Those areas where students can improve their responses will also be identified and explained.
Assignment ●
Task Description Creative Group Project (25%) The Task:
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Create a brand that will operate within a category of the renewable energy sector. Renewable energy is obtained from natural resources that can be constantly replenished and includes the following categories: Solar energy: when energy from the sun is converted into electricity or used to heat air, water, or other fluids. Wind Energy: generated by converting wind currents into other forms of energy using wind turbines. Hydropower: uses the force of moving water to generate power. Geothermal energy: energy stored as heat in the earth. Ocean Energy: mechanical energy from the tides and waves, and thermal energy from the suns heat. Bioenergy: energy derived from biomass to generate electricity and heat or to produce liquid fuels for transport. Biomass is any organic matter of recently living plant or animal. Name the brand and develop a communication program that will announce the launch of your company to the market. Specifically you are required to: Conduct desk research to identify the competition. Identify the archetype and a positioning that differentiates your brand from the competition. Prepare a creative brief. Identify the 'big idea' that will form the basis of creative executions for the brands campaign launch. Identify the appropriate media to use to reach your target audience. Prepare a visual representation of your ‘big idea’ (By example, an outdoor poster, print or social media idea). ❍ ❍ ❍ ❍ ❍ ❍
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Requirements: Written Report: prepare a typed A4 written report that details your group creative project. This should be of a professional standard which is clearly written, and synthesized in its thinking. Acknowledge any references in the style detailed in the Business School reference guide. Due: Sunday, 16th October 2016 by 9am. Assignment to be uploaded to Turnitin by one student in the group. Length: 2000 words. Students must conform to the word length. Where a student exceeds the word length, the student will lose 10% of the total marks when the submission is 10% above the word length and 10% for each 10% over-length thereafter. Note the word limit includes in-text referencing and the reference list at the end of the document. Presentation: present your written report to the class on 16th October 2016 in a PowerPoint presentation. Your presentation should represent a summary of the key elements of your creative proposal. Presentations should be kept to a maximum of 20 minutes per group. At the time of your presentation you should submit to your lecturer a copy of your PowerPoint slides. ●
Assessment Criteria 1. Presentation, communication & style (written) 2. Attention to purpose 3. Problem solving 4. Rationale 5. Critical reasoning / critical thinking 6. Synthesis 7. Imagination / Creativity 8. Originality 9. Presentation (visual)
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10. Presentation / communication (oral)
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Feedback - What, when and how feedback will be provided for this assessment Group feedback will be provided in written form, commenting on the overall content of the assignment and the presenatation component.
Assignment ●
Task Description The Creative Brief (25%) The creative brief serves as the artefact that identifies the elements of message strategy that will inspire creatives in their pursuit of original and appropriate creative execution. Whilst it is often a single page document it contains a lot of synthesised strategic thinking, directed towards managing brand meaning. Task Required: You have been employed as a message strategy consultant to develop a creative brief for a global client. They have asked you to focus on developing a brand campaign, rather than focussing on any single new or existing product.
Individually, you will develop a creative brief that will ultimately be used by creatives to develop a new IMC campaign idea that builds upon the 'central narrative' or 'brand story' of a well- established brand. You may choose one of the following brands, where the client has identified the brands central narrative:
Nike: Empowering the soul of the athlete. Hallmark: Caring shared. FCUK: Anti-fashion, fashion. Disney: Magical Moments. Coke: Happiness. Lynx: Seduction. In developing the creative brief for your chosen brand you will adopt the following creative brief format:
(1). What is the bond or barrier to be addresses by the communication? (2). What are the message strategy objectives? (3). Who is the communication targeting? (4). What is the insight to be leveraged? (5). What is the benefit offered by the product/brand? (6). What is the promise to be made by the brand to consumers? (7). Why should consumers believe the promise? (8). How would you describe brands personality? (9). What is the best media to reach the target audience?
On Blackboard you will find a detailed version of the creative brief template that explains the role of each of the creative brief headings. This assessment is designed to test your ability to develop advertising message strategy in the form of the
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creative brief. Whilst a brief document, it contains a lot of strategic thinking. Here you will demonstrate your ability to focus on the key theoretical concepts and show how you can synthesise your thinking to arrive at a creative brief that will inspire appropriate and original creative execution. Due: Sunday, 23rd October 2016 by 9am. Students will submit their assignment via Turnitin. Length: 1 typed page. Students must conform to the word length. Where a student exceeds the word length, the student will lose 10% of the total marks when the submission is 10% above the word length and 10% for each 10% over-length thereafter. Note the word limit includes in-text referencing and the reference list at the end of the document. ●
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Assessment Criteria 1. Attention to purpose 2. Problem solving 3. Conceptualisation 4. Critical reasoning / critical thinking 5. Synthesis 6. Imagination / Creativity 7. Originality 8. Reflection/evaluation
Feedback - What, when and how feedback will be provided for this assessment Individual feedback will be provided to students after the assignment has been marked.
Exam ●
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Task Description Final Exam (35%) The final exam is designed to test your knowledge of Creative Marketing Communications. Students will be provided with a case study the week prior to the exam. In the final exam students will respond to questions that relate to the case study. Assessment Criteria 1. Clarity of expression (incl. accuracy, spelling, grammar, punctuation) 2. Use of literature/ Knowledge of theory 3. Subject's limitations and boundaries/relation to other frameworks 4. Problem solving 5. Critical reasoning / critical thinking 6. Reflection/evaluation 7. Time management/self management
Feedback - What, when and how feedback will be provided for this assessment Exam marks will be released as part of the final course results.
4. Other Resources for Students All lectures and seminars are recorded and will be available within Blackboard for student use. Please note the Business School does not own the system and cannot guarantee that the system will operate or that every class will be recorded. Students should ensure they attend and participate in all classes.
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Lecture slides will be provided, along with The creative Brief Template to be used in the Individual Creative Brief assignment and the Group Creative project.
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5. Unit Schedule Week
List of Topics
Brands as Stories 1 Archetypes & brand meaning 17 Sep 2016 Identifying the brands central narrative How marketing communication works 2 Message strategy development 18 Sep 2016 The creative brief Group project work session Class presentations of Tutorial Task #1 3 Insight & emotive consumer connections 8 Oct 2016 The value of creativity Group project work session Class presentations of Tutorial Task #2 4 The big idea 9 Oct 2016 Creative communication in the digital age Class presentations of Tutorial Task #3 Creative evaluation 5 Templates of creative execution 15 Oct 2016 Advertising & society Common criticisms of advertising Creative group project presentations 6 Course review 16 Oct 2016 Exam discussion
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Assessments Due
Tutorial Task #1 due in-class.
Tutorial Task #2 due in-class.
Tutorial Task #3 due in class.
Group Creative Project for in-class presentation and submission of accompanying report. Individual report due 23 October by 9am.
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