58312 Integrated Communication
Warning: The information on this page is indicative. The subject outline for a
particular semester, location and mode of offering is the authoritative source
of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.
Subject handbook information prior to 2015 is available in the Archives.
Credit points: 8 cp
Result type: Grade, no marks
Requisite(s): 58214 Media Writing and Production OR 58229 Brand Advertising Strategies OR 58230 Professional Advertising Practice OR 58231 Organisational Communication
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.
Students respond to a client brief to develop a communication strategy and produce a major piece of work. Projects can be tailored to students' particular fields of interest in advertising or public relations or one of their specific sub-disciplines such as social marketing, internal communication, community relations or media relations, or integrated campaigns. The industry collaboration gives students experience in working with clients and producing a major piece of communication.
|a.||Analyse a situation and develop a communication strategy|
|b.||Integrate campaign elements in response to a client brief|
|c.||Explain the relationship between concepts and campaign executions|
|d.||Work supportively and professionally as a team|
|e.||Evaluate their own performance and that of their group|
Teaching and learning strategies
There will be weekly one-hour lectures, followed by two-hour tutorials involving a range of lectures and practical class activities designed to enhance students’ understanding of topic content. These sessions may include guests from industry, case studies, analysis of communication practices, creative exercises in campaign idea generation, team work-in-progress consultations and in-class presentations. These activities will be supplemented by a discussion board on UTSOnline.
Communication practices in sectors of the economy
Review of concepts and conceptual frameworks for strategic campaign planning, research and analysis for advertising and public relations practices
Integrated communication theory and practice: communication media and tools, including one-to-one, two-way, interactive, trans- and engagement media
Contemporary issues and challenges for practice
Global and international integrated communication
Working effectively as a team. Persuasive presentation skills
Assessment task 1: Strategy Report
Assessment task 2: Production of an Element of the Integrated Campaign
b and c
Assessment task 3: Presentation of an Integrated Campaign
a, b, c and d
15 minutes timed
Assessment task 4: Statement of Reflections
800 - 1,000 words
Attendance is important in this subject because it is based on a collaborative approach which involves essential workshops and interchange of ideas with other students and the tutor. An attendance roll will be taken at each class. Where possible, students should advise the tutor in a timely manner if they are unable to attend. Students who fail to attend 85% of classes will be refused to have their final assessment item assessed (see Rule 3.8).
Part of the requirement for this subject is that the community organisation can use in any way the results of the group project as part of the students donation to the community. In return the community organisation agrees to credit the students in work that is published, and UTS retains the right to publish any student work for promotional and education purposes.
Required readings will be available under Subject Resources at UTS Library (Hyperlink)
Anyanwu, C. 2013 Challenges to privacy law in the age of social media: An Australian perspective in Australian Journal of Communication. Vol 40 (3) 2013. pp 121-138.
Archer, C. 2008, Integrated marketing communication: The barriers to integration. Paper presented to Australian and New Zealand Marketing Academy (ANZMAC) conference, 1-3 December, viewed 10 September 2010, <http://www.anzmac2008.org/_Proceedings/Index.html>
Arens, W.F. 2008, Contemporary Advertising, McGraw Hill, NY.
Assadourian, E. (ed.) 2010, State of the World: Transforming Cultures From Consumerism to Sustainability. The Worldwatch Institute, W.W. Norton & Company, New York.
Belch, G., Belch, M.,Kerr, G. & Powell, I. (2012). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw Hill.
Belz, F.-M., and Peattie, K. 2009, Sustainability Marketing, John Wiley & Sons, Chichester, UK.
Barry, P. 2008, Think Now, Design Later. A complete guide to creative ideas, strategies and campaigns, Thames & Hudson, NY.
Bendinger, B. 2002, The Copy Workbook, Copy Workshop Publishers, Chicago.
Bichard, E., & Cooper, C.L 2008, Positively Responsible: How Business can Save the Planet, Butterworth-Heinemann, Oxford.
Brown,J. and Forster, W. 2013 CSR and stakeholder theory: a tale of Adam Smith in the Journal of Business ethics pp301-312
Broom G, & Sha, B. 2013, Cutlip and Center’s Effective public relations. Chpt 11,12,13,14 11th ed Pearson International, NJ
Boud, D., Keogh R., & Walker, D. (eds) 1985, Reflection: turning experience into learning. Routledge Falmer, New York.
Bowen, S.A.2010 The nature of good in pr: what should be its normative ethic? in RL Heath, The Sage Handbook of PR. Sage, London. pp.569-583
Bruhn, Jensen, Klaus 2010, Media Convergence: The Three Degrees of Network, Mass and Interpersonal Communications, Routledge, New York.
Burge, T., 2013 Cognition through understanding: self knowledge, interlocution, reasoning, reflection. Philosophical Essays, Oxford Publishing.
Burns, M. 2013 Delicious market devices: ABC Magazines media kits in Media International Australia No. 146, February 2013 Australian & New Zealand Communication Association Journal.
Burtenshaw, K., Mahon, N. & Barfoot, C. 2006, The Fundamentals of Creative Advertising, AVA Publishing, Lausanne.
Campbell, J. C. 2012 Eleven best practises for NFP in Social media. J Cambell Social media marketing website. http://jcsocialmarketing.com
Campbell, C, Pitt, Parent and Berthon 2011 Understanding consumer conversations around ads in a Web 2.0 world Source: Journal of advertising vol:40 iss:1 pg:87
Castells, M. 2009, Communication Power, Oxford University Press, Oxford.
Chitty, W., Barker, N., Valos, M., Shimp, T. 2012 Integrated Marketing Communication, 3rd Asia Pacific ed. Cengage Learning Australia, Victoria.
Clow K.E. & Baack D 2012, Integrated advertising, promotion & marketing communications. Global edition (5th ed), Pearson Education Limited, England.
Corstjens, J. 1990, Strategic Advertising: A Practitioner’s Handbook, Heinemann, Oxford.
Daellenbach, K., Davies, J. & Ashill, N.J. 2006, ‘Understanding sponsorship and sponsorship relationships-multiple frames and multiple perspectives’, International Journal of Non-profit and Voluntary Sector Marketing, vol. 13, p. 73-87.
Daymon, C. & Demetrious, K. 2014 Gender and public relations: critical perspectives on voice, image and identity. Chpt 3 & 9. Routledge, Abingdon: Oxon.
Dhir, K. S. 2007 Stakeholder activism through non violence in Corporate Communications: An international journal. Vol 12, no.1,
Dobrescu, M. 2009 Possiblities for managing integrated communication, Annals of DAAAM and Proceedings pp.1-4.
Eagal, C. 1997 "Not just a method but a way of learning' in the challenge of problem based learning. Ch 2, pp 17-27. Kogan Page: London.
Fennis, ?Adriaanse, Stroebe, 2011 Bridging the intention–behavior gap: Inducing implementation intentions through persuasive appeals Source: Journal of consumer psychology vol:21 iss:3 pg:302
Fleischmann, K. Daniel, R.J. 2010 Increasing authenticity through multidisciplinary collaboration in real-life scenarios in Digital Media Design Education, Co-Design. Vol. 6 No.2 pp61-74
Flew, T. (2008). New media: an introduction, Oxford University Press, South Melbourne.
Fooks, G. Gilmore, A, Colline, J, Holden, C and Kelley, L 2013 The limits of Corporate Social responsibility : techniques of neutralisation, stakeholder management and political CSR in Journal of Business ethics 112 pp. 283-299
Global Alliance for PR and communication management 2012. The Melbourne Mandate. www.prweekawards.com/sites
Graupner, S. Nezhad, H. Singhal, S. and Basu, S. 2009. Making processes from best practie frameworks actionable. Hewlett Packard Laboritories Long Island.
Griffin, E. 2003, A First Look at Communication Theory (5th ed), McGraw Hill, Boston.
Gronstedt, A. 2000, The Customer Century: Lessons from World-Class Companies in Integrated Marketing and Communication, Routledge, New York.
Grunig, L. Grunig, J. & Dozier D. 2002, ‘Integrated communication: From IMC to IC’, in Excellent Public Relations and Effective Organisations, Lawrence Erlbaum Associates, Mahwah, NJ, p.269-280.
Hall, D. 2012 The problem of free-riding in group projects: looking beyond social loafing as reason for non contribution in Active Learning in Higher Education. Vol 14, issue 1, pp. 37-49.
Ha, L. 2008 Online advertising research in advertising journals: a review Source: Journal of current issues and research in advertising. pp1064-1734 vol:30 iss:1 pg:31
Hackman, M.Z. and Johnson, C.E. 2009 Leadership in groups and teams in Leadership- a communication perspective. Waveland Press Inc. Long Grove pp. 199-236.
Hallahan, K. 2007, ‘Integrated communication: Implications for public relations beyond excellence’, in E. Toth (ed.), The Future of Excellence in Public Relations and Communication Management, Lawrence Erlbaum Associates, Mahwah, NJ.
Hardy, E.E. and Walters, R.D. 2012 Identifying the norms of professional practise. Reviewing PRSA's Silver Anvil Award winning campaigns. PR Review no. 38 pp898-905.
Hilliard, R. L. 2008, Writing for television, radio, new media, Thompson Higher Education, Boston, MA.
Himpe, T. 2008, Advertising is Dead, Long Live Advertising, Thames & Hudson, London.
Jenkins, H. 2008. Convergence Culture: Where Old and New Media Collide, New York University Press, New York.
Jewler, A.J. & Drewniany, B.L. 2001, Creative Strategy in Advertising (7th edn), Wadsworth Thomson Learning, Belmont.
Keegan, W. & Green, M. 2011 Global Marketing Global edn 6th Pearson Education. Upper Saddle River: NJ.
Kim, J and McMillan, S.J. 2008 Evaluation of internet advertising research: a bibliometric analysis of citations from key sources Source: Journal of advertising vol:37 iss:1 pg:99
Lane, W.R., Whitehill King, & Reichert, T. 2011, Kleppner’s Advertising Procedure (International edn, 18th), Pearson Education, Upper Saddle River, NJ.
Levy, H.A. 2011 Time to develop new donor friendly messaging: how to create effective message for your not for profit. www.redroostergroup.com
Linke, A. & Zerfass, A. 2012 Future trends in social media use for strategic organisation communication: results of a Delphi Study in Public Communication Review. Vol 2. No. 2, 2012
Lock, D. 2007, Project Management, Burlington, VT. Ashgate.
McElreath, M. 1997. Managing systematic and ethical public relations campaigns, 2nd edn, Brown & Benchmark, IA.
Moriarty, S. & Duncan, T. 1995, Creating & Delivering Winning Advertising/Marketing Presentations, 2nd edn, NTC Business Books.
Macnamara, J. 2012 Public Relations, theories, practices, critiques. Pearson Australia, Frenches Forest.
Macnamara, J. 2010, The 21st Century Media (R)evolution: Emergent Communication Practices, Peter Lang, New York.
Newman, M. 2003, Creative Leaps: Lessons in Effective Advertising, J Wiley & Sons, Singapore.
O'Shaughnessy, M. & Stadler, J. 2008, Media and society: an introduction, Oxford University Press South Melbourne, Vic.
Pearce, J. & Robinson, R. 2013 Strategic Management: planning for domestic & global competition. 13th edn McGraw-Hill Irwin: NY
Petr, C. and Walter, U. 2005 Best practice inquiry: a multidimensional value - critical framework. Journal of social work education. Vol 41. No. 2. pp251-264
Percy, L. Rossiter, J.R. & Elliott, R. 2002, Strategic Advertising Management, OUP, Oxford.
PRIA Code of Ethics www.pria.com.au/membercentre/members-code-of-ethics
Richard, M. 2013 Global nature, global brand: BBC Earth and David Attenborough's landmark wildlife series in Media International Australia No. 146, February 2013 Australian & New Zealand Communication Association Journal.
Schiffman, L., Bednall et al. 2001, Consumer Behaviour, Australian 2nd edn, Pearson Education, Frenchs Forest.
Shimp, T. A. 2010, Advertising Promotion, and Other Aspects of Integrated Marketing Communications. Thomson South Western Steel, J. 2006, The Perfect Pitch. J. Wiley and Sons, Hoboken.
Schon, D.A. 1983 The reflective practitioner: how professionals thnk in action. Basic Books.Sullivan, L. 2000, Hey Whipple Squeeze This: A Guide to Creating Great Ads, J. Wiley & Sons, New York.
Seeger, M.W. 2006 Best practise in crisis communication: an expert panel process. Journal of applied communication research. Vol 34, pp.232-244
Solomon, M., Russell-Bennett, Previte, J. 2010 Consumer behaviour: buying, having, being, 2nd edn, Pearson Education Australia, Frenchs Forest.
Smith, R.D. 2012 Becoming a public relations writer. A writing workbook for emerging and established media. Routledge: NY
Sommers, S. 2009 The role of media relations, building media relationships: how to establish, maintain and develop long term relationships with media. 2nd Ed Oxford University Press. Don Mills: Ontario pp. 3-9
Vardeman-Winter, J. & Tindall, N. 2011 The current climate on publics segmentation research: Publics
at a nexus of multiple identities and digitisation. PRism 8(2): http://www.prismjournal.org/homepage.html
Vardeman-Winter, J. Confronting whiteness in publi relations campaigns and rearch with women. In Journal: Journal of Public Relations Research , vol. 23, no. 4, pp. 412-441, 2011
Wells, Spence-stone, Crawford, Moriarty, Mitchell, 2011, Advertising Principles and Practice, Australiasian 2nd edn, Pearson Education Australia, Frenchs Forest.