marketing class marketing campaign Marketing campaigns promote products through different types of media, such as television, radio, print, and online platforms. Campaigns are not solely reliant on advertising and can include demonstrations, video conferencing, and other interactive techniques.

1. MECM30013 Marketing
Communiations
LECTURE 1. SUBJECT INTRODUCTION
DR ELOISE FAICHNEY
LECTURER IN MEDIA COMMUNICATIONS
SCHOOL OF CULTURE AND COMMUNICATION

4. WELCOME!
Subject Coordinator
Tutors
Subject Materials
Assessment
Housekeeping
01.
02.
03.
04.
05.
History of Marketing
Paradigm shift
What now?
Subject Outline
Next Week
06.
07.
08.
09.
10.

5. SUBJECT COORDINATOR
Dr Eloise Faichney, She/Her
BA, MA, PhD
Lecturer, Media and Communications
welcome.
Email: eloise.faichney@unimelb.edu.au
Office: X352, John Medley Building, Parkville
Industry background: Dendy Films, PR Darling,
The Bridge Consulting Group, The Fuel Agency,
Monash University (marketing), Australian
Clinical Trials Alliance (media)
Research interests: Marketing comms, digital
media texts, creative writing and life writing
on digital platforms, content creation, popular
culture in media

6. TUTORS
Karin Zhu (Head tutor)
Marie Trbovic
Erin Carter
Dr Abdul Salam
Sam Cairnduff
Guida Helal
Shala Ahmed
Yuzheng Li
Hoon Shin
Lieu Thi Pham
Dr Charitha Dissanayake
Please allow at least 48 hours for response time
and respect business hours (Monday - Friday, 9:00 am - 5:00pm)

7. SUBJECT
OBJECTIVES
1. Define marketing communications and describe
paradigm shifts in marketing communications.
2. Apply social science and communication theories to
the practice of marketing communications.
3. Analyse marketing communications strategies and
offer insightful recommendations.
4. Develop integrated marketing communications plans.
5. Demonstrate an in-depth understanding of social,
ethical, and global issues in marketing communications.

9. Available at the University Library for
download
Available at Oxford University Press,
Booktopia for purchase
Prescribed textbook:
Winchester et al. (2019). Integrated Marketing
Communication: A Balanced Approach. Oxford
University Press.

10. EXPECTATIONS
Attend at least 80% of tutorials.
Be kind and respectful to your
tutors and to other members of
the cohort.
Do your reading before attending
lectures/tutorials.
Recommended readings/
supplementary materials will be
posted on the LMS.
Actively participate. It benefits
everyone.

11. Analyse and discuss current marketing
communications issues/trends (800 words).
Present in class from Week 6 - 10
A s s i g n m e n t 1 - T u t o r i a l
p r e s e n t a t i o n ( G r o u p , 2 0 % )
Choose a marketing communications campaign
and analyse it (1,200 words). Submission due:
Monday 12 September, 11:59pm
A s s i g n m e n t 2 : C a m p a i g n
a n a l y s i s ( I n d i v i d u a l , 3 0 % )
Develop an IMC plan for a brand of your choice
(2,000 words). Submission due: Monday 31
October, 11:59pm
A s s i g n m e n t 3 : M a r k e t i n g
c o m m u n i c a t i o n c a m p a i g n
d e v e l o p m e n t ( i n d i v i d u a l , 5 0 % )
ASSESSMENT

12. ASSESSMENT
Submit your assignments on time.
Late submission of assignment will
be penalised (2% deduction per
each late day, ouch!)
To request assignment extensions
(up to 10 working days): Complete
a form and submit it to your tutor
(LMS, under “Modules”).
If you need more than 10 working
days: Submit a Special
Consideration application.
01
02
03

13. MENTAL
HEALTH
All of you have been through the
extraordinarily challenging experience
of studying through a pandemic.
Please check in with yourself or a loved one
frequently, take breaks to do something
enjoyable, and reach out if you're feeling
overwhelmed.
Your wellbeing is the most important thing.
Free and confidential counselling is
available:
https://services.unimelb.edu.au/counsel/ho
me

14. HOUSEKEEPING
Enrolment issues: Let Subject Coordinator and Head Tutor
know BUT keep in mind that these need to be solved via
Stop 1 (teaching staff cannot solve enrolment issues)
Timetabling issues can be solved through a timetabling
assistance form: https://students.unimelb.edu.au/your-
course/manage-your-course/class-timetable/timetable-
help/timetabling-assistance-form
Make sure you ARE enrolled in a class - otherwise you
may not be able to pass the subject

15. FURTHER SUPPORT
Consult the School of Culture and Communication Essay Guide
Stop 1 advisor and academic skills workshop support is available
Student Equity and Disability Support is available
Please let myself and your tutor know if you have an Academic
Adjustment Plan so we can get your extensions set up and make
any other adjustments for you
Approach me or your tutor if you have any questions or concerns

16. RETHINKING
PLAGIARISM
There can be a great deal of scariness
around the way the University often
frames plagiarism.
"Don't do it", "it's cheating/stealing",
"you could face severe penalities" etc.
But at its core, academic integrity is about
showing your growth as a scholar, giving
acknowledgement to the thinkers that came
before you, and putting your work in
conversation with theirs.

17. WHEN PLAGIARISM
TENDS TO HAPPEN
Students are tired, stressed out and feel they
don't have the time to create an original piece
of work
Students collude - by which we mean, they
share essays with new students, they
commission somebody else to write the
assignment, or they listen to groupthink about
what should go into their essays (rather than
what the teaching staff have told them)
Students don't fully understand the rules
around academic integrity, or are struggling
with academic writing as a whole

18. PLAGIARISM - THE
DOOM TALK
When we see plagiarism in a student's work,
we must report it to the academic integrity
board. The student must then face a panel of
senior academics and administrators to
explain themselves - not fun for anyone.
Penalties range from rewriting the essay
(often when lots of other work is due) to
being removed from your study at the
University entirely.
Plagiarism can also lead to a great deal of
personal shame. At its core, it is stealing the
ideas of others. Students know they are
committing a form of fraud in their education,
something they must carry always.

19. THINKING
DIFFERENTLY
ABOUT PLAGIARISM
By year 3 of your degree, you should be intimately
familiar with the academic integrity rules and
correct citation practices.
Plagiarism doesn't happen in a vacuum - often there
are other issues going on. Perhaps you need a bit
longer to complete the assignment - reach out and
organise an extension. Perhaps you are not sure
about the rules or need to improve your essay
writing skills - a free appointment with Academic
skills can help.
The temptation or mistake of plagiarism does not
make you a bad person or mean that you are not
smart.
When in doubt, ask. You will not get in trouble
for asking the question if you are not sure.

20. THINKING
DIFFERENTLY
ABOUT PLAGIARISM
Proper citation practices are like giving credit to
your friend for their funny jokes, anecdotes or
ideas.
The theorists you are reading dedicated their lives
to their research, just as you are dedicating this
time to your study. Crediting them is a mark of
respect for their work and also for yours.
You are the next generation of scholars, and you
are creating new ideas and ways of looking at
marketing comms.
Using rigorous citation practices puts your ideas
in conversation with the ideas of current and past
scholars, and is part of your growth as a writer
and a thinker.

21. ACADEMIC
INTEGRITY
RESOURCES
Academic Integrity rules are spelled out here:
https://academicintegrity.unimelb.edu.au/
For correct citation practices for each referencing
style, use RECITE:
https://library.unimelb.edu.au/recite
For free one-on-one academic skills tutoring, book
here: https://students.unimelb.edu.au/academic-
skills/one-on-one-advice
Plagiarism.org has some interesting facts, explainers
and resources for understanding plagiarism and how to
avoid it: https://www.plagiarism.org/

22. WHAT IS
MARKETING
COMMUNICATIONS?
PollEv.com/eloisefaichney772

23. MARKETING COMMUNICATIONS

24. HISTORY OF
MARKETING
COMMUNICATIONS
3000 BC: Babylonian tablet bearing inscription of an
ointment maker, a scribe and shoemaker
330 BC: Alexander the Great puts his face on coins in
effort to promote his name throughout the
Mediterranean and Near Eastern world
79 AD: Advertisements written on walls in Pompeii
(e.g. political campaign messages, advertisements for
gladiatorial games, goats, boots, etc.)

25. MARKETING IN THE
MIDDLE AGES

26. THE PRINTING PRESS -
1400S - 1600S

27. INDUSTRIAL REVOLUTION: THE
BEGINNING OF MODERN MARCOMM

28. INDUSTRIAL REVOLUTION: THE
BEGINNING OF MODERN MARCOMM

29. MARKETING COMMUNICATIONS (THEORY) VS
MARKETING COMMUNICATIONS (PRACTICE)
Modern Marketing Communications has two
distinct fields:
- Marketing Communications research and
theory, or the academic side of MarComms.
Researchers consistently seek to understand the
nature of marcomms messages, consumer's
interactions with these messages and the
evolving nature of marcomms in a digital world
- Marketing Communications industry practice -
those that are working in industry, not
necessarily that invested in the research/theory
but actively conducting their own market
research, creating campaigns and doing the
practical commercial work of marcomms

30. THE GOOD OLE DAYS:
MASS COMMUNICATION

31. PARADIGM SHIFT
Marketers have been asked to
rethink and evolve in the context
of global and digital worlds.

32. THE POWER OF SOCIAL

33. PAID CONTENT
PARASOCIAL
CONNECTIONS

34. AUTHENTICITY
Marketers have known for over 20 year
years that 'authenticity' is the key to moving
increasingly cyncial and connection-adverse
audiences.
Authenticity is “one of the cornerstones of
contemporary marketing” (Brown, Kozinets, and
Sherry 2003, p. 21).
But what is 'authenticity'?

35. SIX ELEMENTS OF
AUTHENTICITY
1.Accuracy
(Transparency)
2. Connectedness
3. Integrity
4. Legitimacy
5. Originality
6. Proficiency
(Nunes, Ordanini and
Giambastiani, 2021)

36. GEN Z AND AUTHENTICITY
(IT WORKS FOR MILLENNIALS AND
BOOMERS, TOO!)

37. SUBJECT OUTLINE

38. • Concept of MC
• The role of MC in brand building
• The changing landscape
• IMC
• Marketing communications
theory and consumer behavior
BLOCK 1.
FOUNDATION
(WEEKS 1-3)

39. BLOCK 2. PLANNING AND
IMPLEMENTATION (WEEKS 4-9)
Segmentation, targeting,
positioning (STP)
Marketing communications
planning – Situational audit –
SMART objectives – Strategies
and tactics
Media planning
Message strategies
MC components (tools)

40. BLOCK 3. BROADER
ISSUES (WEEKS 10-12)
Evaluation and
integration
Social, ethical, and legal
issues in MC – Children
and MC – Gender –
Consumer privacy –
Native advertising
Discussion & review

41. TUTORIALS THIS WEEK
Get to know each other
Share your thoughts on marketing
communications
Understand the subject and your
assignments
Start thinking about Assignment 1
How would YOU define marketing
communications?
What’s the most interesting and
effective piece of marketing campaign
you’ve seen lately?
What marketing communications
issues/trends interest you?
Activities:
Before tutorial: Think about the following
questions

42. HOW TO PREPARE FOR
WEEK 2
For Lecture: Read Textbook Chapter 1 & p. 99-100
(about brand)
For Tutorial: MarComms Self-Audit (see LMS): Pick
a day and pay particular attention to all of the
marketing communications materials you come
across as you go about your day. Keep a tally of
each encounter. Group these under different
headings, for example, TV, Twitter, Facebook,
Influencer marketing, Newspaper, Online Browsing,
Stores, Billboards, on the pavement, and leaflets.
There are plenty of other categories, so feel free to
add more if you need to. You can also take a few
photos of the marketing communications materials.
Be ready to share your experiences in class.

43. Brown, S, Kozinets, R and Sherry, F. 2003, 'Teaching Old Brands New Tricks: Retro Branding and
the Revival of Brand Meaning', Journal of MarketingVol. 67 (July 2003), 19-33.
Kartajaya, H, Kotler, P, Setiawan, I, 2016. 'Fundamental trends shaping marketing', Marketing 4.0:
Moving from traditional to digital, Wiley, New Jersey.
Nunes, J C, Ordanini, A, Giambastiani G. 2021, ‘The Concept of Authenticity: What It Means to
Consumers’, Journal of Marketing, Vol. 85, Issue 4.
We Are Social, 2022. 'Digital 2021 Global Overview Report', retrieved from
https://wearesocial.com/uk/blog/2022/01/digital-2022/
Winchester et. al. 2019, 'Integrated Marketing Communications: A Balanced Approach' Ocford
University Press, Oxford.
REFERENCES