Required texts

As no single book covers all the material considered in this unit, a list of readings (and other related links) will also be provided through on Canvas to complement the main topics.  Despite the material provided, nothing will substitute active engagement with the unit content and the following reference materials are also recommended:- 

Textbooks
1.  Chitty, B., Luck, E., Barker, N., Sassenberg, A. Shimp, T & Andrews, J.C. (2017) Integrated Marketing Communication, 5th Asia-Pacific Edition  Australia: Cengage
2.  Arens, W. F., Schaefer, D. H. & Weigold, M. (2009). Essentials of Contemporary Advertising – Second edition. McGraw-Hill Irwin, New York.
3.  Blakeman, R. (2014). NonTraditional Media in Marketing and Advertising. Sage.
4.  Casimir, J. (2010). The Gruen Transfer. The ABC Books, Australia.
5.  Clow, K & Baach, D. (2007). Integrated Advertising, Promotion and Marketing Communication. New Jersey: Prentice Hall
6.  Eagle, L., Dahl, S., Czarnecka, B. & Lloyd, J. (2015). Marketing Communication. Routledge.
7.  Fill, C. (2009). Involvement theory in Marketing Communication: Interactivity, Communities and Context (5th edition).  Prentice Hall.
8.  Johnson, L. D. (2010). Customer engagement is the new marketing, Journal of Advertising Research. 50(2), 1-3.  
9.  Kliatchko, J. (2008)  Revisiting the IMC construct: a revised definition and four pillars.International Journal of Advertising, 27(1).
10. Smith, P. R. & Zook, Z. E. (2016), Marketing Communication (6th Edition), Kogan Page Limited

Periodicals
1.  Marketing Magazine Asia
2.  Campaign Asia
3.  AdWeek  
4.  Advertising Age - ÂÜÀòÊÓƵ Library via
5.  WARC  
6.  BusinessWeek - ÂÜÀòÊÓƵ Library via
7.  Campaign (London) ÂÜÀòÊÓƵ Library Individual Holdings, or via  
8.  Harvard Business Review – ÂÜÀòÊÓƵ Library via 
9.  The Journal of Marketing - ÂÜÀòÊÓƵ Library via 
10. The Journal of Advertising - ÂÜÀòÊÓƵ Library via  
11. The Journal of Advertising Research - ÂÜÀòÊÓƵ Library via 

Advertising – Marketing Communication Industry Association websites:
1.  Australian Association of National Advertisers (AANA)
2.  Media Federation of Australia
3.  International Advertising Association (IAA)
4.  American Advertising Federation (AAF)
5.  American Association of Advertising Agencies (4As)
6.  World Federation of Advertisers (WFA)

Submission of assessment items

Extensions & Late submissions

Artificial intelligence

Students are not permitted to use generative artificial intelligence (GenAI) in assessments for this unit.

GenAI may only be used in authorised ways when completing assessments at ÂÜÀòÊÓƵ. This means that GenAI can only be used for an assessment when:

1. the Unit Convener has authorised GenAI use for that assessment
2. the student uses GenAI in the way that the assessment instructions allow
3. the student fully acknowledges their use of GenAI, with proper citations, references and a GenAI Acknowledgement Statement in line with the assessment instructions.

Where the assessment instructions do not specifically state that GenAI may be used and how, then its use is not permitted for that assessment. Students must still provide the required GenAI Acknowledgement Statement to indicate whether GenAI has or has not been used in the preparation of the assessment. If unsure, students should seek advice from the Unit Convener.

The  Library Guide provides further information, including how to reference GenAI.

Students must apply academic integrity in their learning and research activities at ÂÜÀòÊÓƵ. This includes submitting authentic and original work for assessments and properly acknowledging any sources used.

Academic integrity involves the ethical, honest and responsible use, creation and sharing of information. It is critical to the quality of higher education. Our academic integrity values are honesty, trust, fairness, respect, responsibility and courage.

ÂÜÀòÊÓƵ students have to complete the annually to learn about academic integrity and to understand the consequences of academic integrity breaches (or academic misconduct).

ÂÜÀòÊÓƵ uses various strategies and systems, including detection software, to identify potential breaches of academic integrity. Suspected breaches may be investigated, and action can be taken when misconduct is found to have occurred.

Information is provided in the , , and ÂÜÀòÊÓƵ (Student Conduct) Rules 2023. For further advice, visit Study Skills.

Participation requirements

None

Required IT skills

None

Work placement, internships or practicums

None

Additional information

Enrolment
It is the student's responsibility to ensure that they are correctly enrolled in each unit and that the units are correct for their course of study. Students should confirm their unit enrolment details via MyÂÜÀòÊÓƵ before the end of Week 2.

Schedule
The Unit Convenor reserves the right to vary the lecture and tutorial schedule to take timely advantage of an advertising event, field trip opportunity or guest speaker. Notice of such variation will be made through Canvas announcement.

Referencing requirements
The standard practice of using referencing systems such as Harvard or the American Psychological Association (APA – 5th or 6th edition) Style Manual is preferred. The ÂÜÀòÊÓƵ referencing guide is uploaded for your reference in your Canvas site.

Use of Email
Your lecturer will only email to your ÂÜÀòÊÓƵ student email account and not to your personal email. We encourage students to regularly check their student emails and to use their given student email to contact the unit staff. You are guaranteed to get a quicker response by using your student email.  

Student responsibility
If there is any doubt on the requirements of any particular assignment or assessment procedure, the onus of clarification rests with the student who should contact the convenor about the matter. Students have a responsibility to:

• Read, understand and respect the rules concerning plagiarism;
• Familiarise themselves with the conventions of referencing in their discipline; and
• avoid all acts, which could be considered plagiarism. 

Provision of information
Announcements made at lectures and tutorials are deemed to be made to the whole group.

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