This course introduces you to the twin subjects of marketing and business communications where principles of EBM are applied to audience selection, message framing, stakeholder identification and problem solving.  In business communication, you will have the opportunity to develop your communication skills by understanding theories of communication, and applying them to the practical aspects of tailoring a message to a targeted audience. By reflecting on your own work, and the work of your peers, you will gain insight into the processes of developing your own communication style.  In stakeholder-based marketing, you will focus on the use of marketing concepts to create, communicate and deliver marketing solutions that are of value to an identified business audience. This includes engaging the needs of different audience stakeholders to ensure an ethically balanced approach between the needs of the organisation, market and society at large.

Learning Outcomes

Upon successful completion, students will have the knowledge and skills to:

1. Determine stakeholder interests and requirements
2. Employ evidence-based decision making to determine appropriate methods of communicating to stakeholders
3. Establish the relevant stakeholder groups that the organisation needs to address in their marketing activity
4. Justify the choice of target audience for marketing communication
5. Integrate stakeholder knowledge and communication to solve customer needs
6. Deliver effective communication that reflects the complexity of real-world stakeholder issues

Research-Led Teaching

This course draws insights from scholarly research, industry publications, case studies, and market analyses. Students are able to develop and apply their understanding of the content through assessments that link research and practice. 

Field Trips

There are no field trips in for this course

Additional Course Costs

There are no additional costs for this course

Examination Material or equipment

There are no examinations for this course.

Required Resources

Marketing Module – Weeks 1 to 6

Grewal, D. and Levy, M. (2019). M: Marketing 6th Edition, McGraw-Hill Australia.

 

ebook: approx. $60

ISBN: 9781307419603

URL: https://www.mheducation.com.au/9781307419603-aus-ebook-m-marketing-6e

 

Print (dated 2018): approx. $100.00

ISBN: 9781260092103

URL: https://www.mheducation.com.au/9781260092103-aus-m-marketing

 

 

Stakeholder Communications Module – Weeks 7-12

Belch, G. and Belch, M. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective 11th Edition, McGraw-Hill Australia.

 

ebook: approx. $60

ISBN: 9781307042023

URL: https://www.mheducation.com.au/ebook-advertising-and-promotion-an-integrated-marketing-communications-perspective-11e-9781307042023-aus

 

 

Library (Both Modules)

Copies of the ebooks for both modules are available from the Library for short loan. For alternatives with longer borrowing options, the library holds various earlier editions and comparable texts that are reasonably similar.

 

Pre-Used Texts

The textbooks for both modules are widely used so second-hand copies of used or earlier editions are likely to be available online or from used book stores.

Recommended Resources

The lectures include insights from various marketing journals, trade magazines, and business media – the references for which will be on the lecture slides.

 

For contemporary issues and examples in marketing practice, the following sources are recommended;

Harvard Business Review https://hbr.org/

Marketing Week https://www.marketingweek.com/

Marketing Mag https://www.marketingmag.com.au/news-c/

The Conversation https://theconversation.com/au/business

Staff Feedback

Students will receive written and verbal feedback in the following forms:

·       Feedback to the whole class, groups, and individuals during class activities and discussions

·       Feedback via marked assessments, including marking rubrics, quickmarks and written comments

Student Feedback

ANU is committed to the demonstration of educational excellence and regularly seeks feedback from students. Students are encouraged to offer feedback directly to their Course Convener or through their College and Course representatives (if applicable). The feedback given in these surveys is anonymous and provides the Colleges, University Education Committee and Academic Board with opportunities to recognise excellent teaching, and opportunities for improvement. The Surveys and Evaluation website provides more information on student surveys at ANU and reports on the feedback provided on ANU courses.

Class Schedule

Week/Session	Summary of Activities	Assessment
1	Marketing, Stakeholders and MKTG7260 (G&L Ch. 1 & 4)
2	Marketing Strategy and Environment (G&L Ch. 2 & 5) Workshop: CAT & Video assignments
3	Marketing Research (G&L Ch.10)
4	Consumers and Businesses (G&L Ch. 6 & 7)	CAT - 1 due 10.00am Tuesday
5	Segmenting, Targeting, Positioning (G&L Ch. 9)	CAT - 2 due 10.00am Monday
6	Marketing Mix Tactics (G&L excerpts from Ch. 11, 13, 14, 15, 17) Workshop: Finalising your video	Marketing Topic Video due 4.00pm Friday
7	Stakeholder Communications & PR (B&B Ch. 17) Workshop: Communications Audit assignment
8	Integrated Communications Mix (B&B Ch. 1)	CAT - 3 due 10.00am Monday
9	Communications Process (B&B Ch. 5)	CAT - 4 due 10.00am Monday
10	Source, Message & Channel Factors (B&B Ch. 6) Workshop: Communications Audit assignment
11	Communications Audit Presentations	Communications Audit Presentations due in class Handout due before class
12	Creative Strategy Development and Implementation (B&B Ch. 8 & 9)	Communications Audit Report due 4.00pm Friday

Tutorial Registration

This course has a weekly 3-hour seminar. Seminar registration is via the course Wattle site.

Assessment Summary

Assessment task	Value	Due Date	Return of assessment	Learning Outcomes
Continuous Assessment Task (CAT)	40 %	10/03/2020	18/05/2020	1,2,3,4,5,6
Marketing Topic Video	30 %	03/04/2020	20/04/2020	1,2,3,4,6
Communications Audit	30 %	18/05/2020	02/07/2020	1,2,3,4,5,6

* If the Due Date and Return of Assessment date are blank, see the Assessment Tab for specific Assessment Task details

Policies

ANU has educational policies, procedures and guidelines, which are designed to ensure that staff and students are aware of the University’s academic standards, and implement them. Students are expected to have read the Academic Misconduct Rule before the commencement of their course. Other key policies and guidelines include:

• Student Assessment (Coursework) Policy and Procedure
• Special Assessment Consideration Policy and General Information
• Student Surveys and Evaluations
• Deferred Examinations
• Student Complaint Resolution Policy and Procedure

Assessment Requirements

The ANU is using Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. For additional information regarding Turnitin please visit the ANU Online website Students may choose not to submit assessment items through Turnitin. In this instance you will be required to submit, alongside the assessment item itself, hard copies of all references included in the assessment item.

Moderation of Assessment

Marks that are allocated during Semester are to be considered provisional until formalised by the College examiners meeting at the end of each Semester. If appropriate, some moderation of marks might be applied prior to final results being released.

Participation

This course is designed for in-person delivery, with active learning techniques with in-class formative feedback. Attendance is not compulsory and best efforts will be made to record the seminars. However, preparing for and participating in weekly classes is highly encouraged to co-create the intended learning experience and outcomes.

Examination(s)

There are no examinations for this course.

Assessment Task 1

Continuous Assessment Task (CAT)

Worth: 40%

Learning Objectives: 1, 2, 3, 4, 5, 6

Type: Individual

Format: 300-500 words x 4 mini-tasks

Submission: via Turnitin

Due: 10.00am Monday of Weeks 4, 5, 8 and 9

 

Overview:

The Continuous Assessment Task (CAT) supports progressive learning, engagement, and feedback across the semester. The task comprises 4 mini-tasks worth 10% each. For each mini-task, a set of questions will be assigned in the seminar before the task is due. Students are required to answer the questions individually and to submit their answers to Turnitin by Monday 10.00am of the due week. The answers will then be discussed as a class in that week’s seminar (i.e. the mini-task due week).  

 

Active learning, timely feedback, and reflection are key elements of this CAT. Students will receive an overall mark out of 10 for each mini-task (usually within a week of submission) but should not expect separate marks each question or detailed written comments. Instead, students obtain detailed feedback by engaging with the class discussion and peer feedback.

 

Further information, including the marking rubric and learning resources, will be posted on Wattle and discussed during the CAT assignment workshop (Week 2 seminar). 

 

Note: Late submissions are not accepted for this assignment.

Assessment Task 2

Marketing Topic Video

Worth: 30%

Learning Objectives: 1, 2, 3, 4, 6

Type: Individual

Format: 6-7 minute Narrated PowerPoint Video (.mp4)

Submission: via Wattle (video file and pdf handout)

Due: 4.00pm Friday Week 6

Return: Monday Week 7 (after semester break)

 

Overview:

The Marketing Topic Video assignment involves critically discussing a marketing concept or model and illustrating how that concept or model is being used by a real-life organisation to help understand and fulfil stakeholder requirements. Students deliver their work as a narrated PowerPoint presentation saved as a video (.mp4 file) as well as a pdf handout of their PowerPoint slides.

 

Further information, including a detailed assignment guide, marking rubric, concept/model registration and learning resources, will be posted on Wattle no later than Week 2. Workshops for this assignment will also be held in the Week 2 and 6 seminars. 

 

Note: Students MUST obtain approval for their choice of concept or model to ensure that the option is suitable for this assignment (see assignment guide for details).

Assessment Task 3

Communications Audit

Worth: 30%

Learning Objectives: 1,2, 3,4, 5, 6

Type: Group

Format: 10 minute presentation plus 3000-word written report

Submission: In seminars and via Turnitin

Due: Presentation (10%) – Week 11 seminar

         Written Report (20%) - 4.00pm Friday Week 12

 

Overview:

The Communications Audit assignment involves assessing the stakeholder communications of a real-life organisation and suggesting creative ways to address future communication needs. Groups deliver their audit in two parts. The first deliverable is an ‘In Progress’ presentation (and handout) where groups present their background work and creative ideas for class discussion and formative feedback (Week 11). The second deliverable is the finalised communication audit written report (Week 12).

 

Written information about this project, including the detailed assignment guide, marking rubric and learning resources, will be on Wattle no later than Week 4. Group registration and allocation of organisations takes place in the Week 7 assignment workshop. Groups should comprise 4-5 five members. The Course Convenor will finalise the group size and membership based on final enrolments. A second (brief) workshop takes place during the Week 10 seminar. Presentations will be recorded in the seminar.

Academic Integrity

Academic integrity is a core part of our culture as a community of scholars. At its heart, academic integrity is about behaving ethically. This means that all members of the community commit to honest and responsible scholarly practice and to upholding these values with respect and fairness. The Australian National University commits to embedding the values of academic integrity in our teaching and learning. We ensure that all members of our community understand how to engage in academic work in ways that are consistent with, and actively support academic integrity. The ANU expects staff and students to uphold high standards of academic integrity and act ethically and honestly, to ensure the quality and value of the qualification that you will graduate with. The University has policies and procedures in place to promote academic integrity and manage academic misconduct. Visit the following Academic honesty & plagiarism website for more information about academic integrity and what the ANU considers academic misconduct. The ANU offers a number of services to assist students with their assignments, examinations, and other learning activities. The Academic Skills and Learning Centre offers a number of workshops and seminars that you may find useful for your studies.

Online Submission

The ANU uses Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. While the use of Turnitin is not mandatory, the ANU highly recommends Turnitin is used by both teaching staff and students. For additional information regarding Turnitin please visit the ANU Online website.

Hardcopy Submission

For some forms of assessment (hand written assignments, art works, laboratory notes, etc.) hard copy submission is appropriate when approved by the Associate Dean (Education). Hard copy submissions must utilise the Assignment Cover Sheet. Please keep a copy of tasks completed for your records.

Late Submission

Late submissions for the Continuous Assessment Tasks are not accepted. 

 

For other assessments, all requests for extensions must use the RSM Extension Application Form and Procedure. The form and further information are available at https://www.rsm.anu.edu.au/education/education-programs/notices-for-students/extension-application-procedure/   

 

Assessments submitted late without an approved extension are penalised at a rate of 5% of the possible mark per day or part thereof. Late submissions are not accepted 10 working days after the due date, or on or after the date specified in the course outline for the return of the assessment item.

Referencing Requirements

Accepted academic practice for referencing sources that you use in presentations can be found via the links on the Wattle site, under the file named “ANU and College Policies, Program Information, Student Support Services and Assessment”. Alternatively, you can seek help through the Students Learning Development website.

Returning Assignments

Please see relevant assessment task details above.

Extensions and Penalties

Extensions and late submission of assessment pieces are covered by the Student Assessment (Coursework) Policy and Procedure The Course Convener may grant extensions for assessment pieces that are not examinations or take-home examinations. If you need an extension, you must request an extension in writing on or before the due date. If you have documented and appropriate medical evidence that demonstrates you were not able to request an extension on or before the due date, you may be able to request it after the due date.

Resubmission of Assignments

Unless specified otherwise in the assignment requirements, resubmissions are permitted up until the due date and time, but not allowed afterwards.

Privacy Notice

The ANU has made a number of third party, online, databases available for students to use. Use of each online database is conditional on student end users first agreeing to the database licensor’s terms of service and/or privacy policy. Students should read these carefully. In some cases student end users will be required to register an account with the database licensor and submit personal information, including their: first name; last name; ANU email address; and other information. In cases where student end users are asked to submit ‘content’ to a database, such as an assignment or short answers, the database licensor may only use the student’s ‘content’ in accordance with the terms of service — including any (copyright) licence the student grants to the database licensor. Any personal information or content a student submits may be stored by the licensor, potentially offshore, and will be used to process the database service in accordance with the licensors terms of service and/or privacy policy. If any student chooses not to agree to the database licensor’s terms of service or privacy policy, the student will not be able to access and use the database. In these circumstances students should contact their lecturer to enquire about alternative arrangements that are available.

Distribution of grades policy

Academic Quality Assurance Committee monitors the performance of students, including attrition, further study and employment rates and grade distribution, and College reports on quality assurance processes for assessment activities, including alignment with national and international disciplinary and interdisciplinary standards, as well as qualification type learning outcomes. Since first semester 1994, ANU uses a grading scale for all courses. This grading scale is used by all academic areas of the University.

Support for students

The University offers students support through several different services. You may contact the services listed below directly or seek advice from your Course Convener, Student Administrators, or your College and Course representatives (if applicable).

• ANU Health, safety & wellbeing for medical services, counselling, mental health and spiritual support
• ANU Diversity and inclusion for students with a disability or ongoing or chronic illness
• ANU Dean of Students for confidential, impartial advice and help to resolve problems between students and the academic or administrative areas of the University
• ANU Academic Skills and Learning Centre supports you make your own decisions about how you learn and manage your workload.
• ANU Counselling Centre promotes, supports and enhances mental health and wellbeing within the University student community.
• ANUSA supports and represents undergraduate and ANU College students
• PARSA supports and represents postgraduate and research students