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.

Handbook description

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.

Subject objectives/outcomes

At the completion of this subject, students are expected to be able to:

1. analyse a situation and develop a communication strategy
2. integrate campaign elements in response to a client brief
3. explain the relationship between concepts and campaign executions
4. work supportively and professionally as a team
5. evaluate their own performance and that of their group

Contribution to course aims and graduate attributes

This subject makes a major contribution to the students’ capacity to think analytically, work collaboratively and apply their knowledge and skills to produce an integrated campaign in response to a client brief. It also makes a major contribution to their capacity to evaluate their own work.

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.

Content

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
Sponsorship
Fundraising
Contemporary issues and challenges for practice
Global and international integrated communication
Working effectively as a team. Persuasive presentation skills

Assessment

Assessment Item 1: Strategy Report

Assessment Item 2: Production of an Element of the Integrated Campaign

Assessment Item 3: Presentation of an Integrated Campaign

Assessment Item 4: Statement of Reflections

Minimum requirements

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 texts

Required readings will be available under Subject Resources at UTS Library (Hyperlink)

References

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, George. E., and Belch, Michael. A. (2009). 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.
Boud, D., Keogh R., & Walker, D. (eds) 1985, Reflection: turning experience into learning. Routledge Falmer, New York.
Bruhn, Jensen, Klaus 2010, Media Convergence: The Three Degrees of Network, Mass and Interpersonal Communications, Routledge, New York.
Burtenshaw, K., Mahon, N. & Barfoot, C. 2006, The Fundamentals of Creative Advertising, AVA Publishing, Lausanne.
Castells, M. 2009, Communication Power, Oxford University Press, Oxford.
Caywood, C. 1997, ‘Twenty-first century public relations: The strategic stages of integrated communications’, in C. Caywood (ed.), The Handbook of Strategic Public Relations and Integrated Communications, McGraw-Hill, New York, pp. xi-xxvi.
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.
Duncan, T. & Caywood, C, 1996, ‘The concept, process, and evolution of integrated marketing communication, in E. Thorson and J. Moore (eds), Integrated Communication: Synergy of Persuasive Voices, Lawrence Erlbaum Associates, Mahwah, NJ, p. 13-34.
Flew, T. (2008). New media: an introduction, Oxford University Press, South Melbourne.
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.
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.
Hawkins, D. Neal, C. & Chester, P. 1997, Consumer Behaviour, Implications for Marketing Strategy, 1st Australian Ed., McGraw Hill.
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.
Lane, W.R., Whitehill, K. & Russell, J.T. 2005, Kleppner’s Advertising Procedure (16th edn), Pearson Education, Upper Saddle River, NJ.
Lock, D. 2007, Project Management, Burlington, VT. Ashgate.
Mattson, M. & Stage, C. W. 2001, ‘Toward an understanding of intercultural ethical dilemmas as opportunities for engagement in new millennium global organizations’, Management Communication Quarterly, vol. 15, no. 1, pp. 103-109.
Mayeux, P. 1994, Writing for the Electronic Media, McGraw Hill, WCB.
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.
Percy, L. Rossiter, J.R. & Elliott, R. 2002, Strategic Advertising Management, OUP, Oxford.
Schiffman, L., Bednall et al. 2001, Consumer Behaviour, Australian 2nd edn, Pearson Education, Frenchs Forest.
Schultz, D. E., Tannenbaum S, & Allison, A. 1996, Essentials of Advertising Strategy, 3rd edn, NTC Business Books, Illinois. 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.
Sullivan, L. 2000, Hey Whipple Squeeze This: A Guide to Creating Great Ads, J. Wiley & Sons, New York.
Swanepoel, K. et al. 2004, One Show Interactive: Advertising’s Best Interactive & New Media, AVA Publishing.
Wells, et al. 2008, Advertising Principles and Practice, Australian edn, Pearson Education Australia, Frenchs Forest.

White, H. 2004, How to Produce Effective TV Commercials, NTC Business Books, Lincolnwood.