Lesson Guide_Week 1.pdf - MKF3461 Introduction \u2022 Teaching mode MKF3461 Marketing Communication \u2022 Objectives \u2022 Assessment \u2022 Resources Dr Jiemiao

Lesson Guide_Week 1.pdf - MKF3461 Introduction u2022...

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18/07/2018 1 MKF3461 Marketing Communication Dr.Jiemiao Chen Department of Marketing 1 MKF3461 Introduction 2 Teaching mode Objectives Assessment Resources 3 Dr. Jiemiao Chen Email: [email protected] Office: Caulfield Building S Level 6 Tutors’ details in Unit Guide Teaching mode Blended learning: Ø No face-to-face lectures Ø Weekly online lessons in Moodle (released each Wednesday evening from W0) Ø Lessons include videos, readings, and cases Ø Pre-class work is essential! Ø Weekly workshops Requires you to be organized, disciplined, and independent Allows you to take better advantage of applied activities in workshops 4
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18/07/2018 2 Objectives of the Unit 1. Understand and describe communication theories, processes, and models 2. Construct an integrated marketing communication plan 3.Discuss, present, and critically evaluate practical issues in marketing communication5
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18/07/20183Department of Marketing –mktAssessment 1 Individual Brand Identity Mood Board (7%)One screen/page brand identity mood board for your chosen brandMany images, few wordsOne paragraph of words for each Kapferer(2010) dimensionIntroduction and conclusionReference your imagesPDF or JPEGBack up your work!Marking scheme: see feedback formDue: Friday midnight, end of Week 6 via Moodle9Department of Marketing –mktAssessment 2 Group IMC Plan (25%) Integrated and optimized IMC Plan< 4000 words (in-text tables and appendices will not count)Marking scheme: see feedback formNo executive summary neededGroup IMC proposal (Week 4, template on Moodle)Work in progress form (Week 9, align with your proposal)Peer evaluation form (Week 11, only if your group has a problem)Due: Friday midnight, end of Week 11 via Moodle1 0Department of Marketing –mktAssessment 3 Paired Workshop Discussion Facilitation (10%)Form your pair and choose the topic and timing (Week 3 – Week 12NOT a presentation15-20 minutes’ discussion facilitationMultiple mini activitiesShort summary in the end (2-3 minutes)Everyone MUST be ready to participateScheduled into the workshop programMUST hand in preparation materialStart EARLY (at least one week before the scheduled day)Meet with your tutor in the week prior
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