Assessment - Highlights and Participation
Task
This is an individual student assessment. Class participation is assessed by a student's engagement in the Discussion Board facilitated by your lecturer, contributions to questions posed by the lecturer or general questions asked in the forums.
This assessment is designed to test the student's knowledge, skills or capabilities of the materials covered during lectures and in the forums.
- Students are to submit each week the 'Highlights' of one article they have read for each topic covered from weeks 3 to week 10.
- 'Highlights' are a short collection of bullet points that convey the core findings and provide readers with a quick textual overview of the article.
- Each 'Highlight' will be limited to exactly 250 words.
- The presentation format will be bullet points which describe the essence of the research (e.g. key learning/take-outs from the reading, results, conclusions and practical implications) and highlight what is distinctive about it. Other students are also invited to post their comments in the blog on a week by week basis.
Articles must be selected from any of the following academic journals:
- Journal of Advertising
- Journal of Advertising Research
- International Journal of Advertising
- Journal of Interactive Advertising
- European Journal of Marketing
- Industrial Marketing Management
- International Journal of Research in Marketing
- Journal of Marketing
- Journal of Marketing Research
- Journal of the Academy of Marketing Science
- Marketing Science
- International Marketing Review
- Journal of Business and Industrial Marketing
- Journal of Hospitality Marketing and Management
- Journal of Interactive Marketing
- Journal of International Marketing
- Journal of Marketing Management
- Journal of Services Marketing
- Journal of Strategic Marketing
- Journal of Personal Selling and Sales Management
- Journal of Digital and Social Media Marketing
- Public Relations Review
- Asia Pacific Public Relations Journal
- Journal of Public Relations Research
- Corporate Communications: an international journal
- Journal of Marketing Communications
- Journal of Retailing
Rationale
This assessment is about encouraging students to develop their ability to critical thinking and collaborative learning skills. The intent of the assessment is designed to provide insight into Learning Objectives 1-2. That is to be able to explain and critically discuss the role of marketing communication in the overall marketing and business strategy; to be able to evaluate theoretical concepts underlying integrated marketing communications.
1. Forum: Week 3 - Digital Media
2. Week 4 - Communication
3. Forum: Week 5 - Consumer behavior
4. Week 6 - Ethics and Advertising
5. Week 7 - Planning / objectives setting in IMC
6. Week 8 - Strategy
7. Week 9 - Public Relations
8. Week 10-