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. Define marketing concepts, including the marketing mix, and their application to organisations;
2. Explain how marketing orientation is used to deliver value to customers and stakeholders;
3. Appreciate the role of marketing in the co-creation of customer value processes;
4. Use evidence-led processes to gauge the market conditions in which marketing activity occurs;
5.  Justify the selection of target markets using segmentation, targeting and positioning theories;
6.  Employ evidence-based decision-making approaches to understanding marketing solutions;
7.  Deliver effective communication that reflects the complexity of real-world marketing issues; and
8. Reflect on (i) the challenges and opportunities presented by an evidence-based marketing approach to organisations and businesses and (ii) the material covered during the class sessions and how they have contributed to students' learning.

Field Trips

Field trip to Floriade

Required Resources

The custom ebook “MKTG7260 Marketing and Stakeholder Communications” will be used for this course. It will be provided to students at no cost to them. A link will be shared where the ebook can be accessed. For intermittent access to Internet, there is an app where the book is stored locally for reading.

Compiled by: Katerina Kormusheva, based on a combination of 3 different textbooks:

• The Business Communications Handbook
• Integrated Marketing Communications
• Pricing strategy

Authors: Judith Dwyer, Bill Chitty, Edwina Luck, Nigel Barker, Michael Valos, Terence A Shimp. Tim J. Smith

Recommended Resources

Provided on Wattle

Staff Feedback

Students will be given feedback in the following forms in this course:

• Written comments
• Verbal comments
• Feedback to the whole class, to groups, to individuals, focus groups

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	Tuesday 3 October Introduction to the twin disciplines of Marketing and Communications Communication in today’s workplace (part 1 and 2) Developing interpersonal, negotiation and conflict management skills	On campus, in person
2	Wednesday 4 OctoberPresentation SkillsDelivering presentations and speeches	On campus, in person
3	Thursday 5 OctoberField trip to FloriadeCommunications and marketing of a place	On campus, in person
5	Friday 6 October Data  Visualisation  Creating effective data visualizations Knowing how to interpret data Learning to read mis-representation in visualization	On campus, in person
6	Thursday 12 October Rhetoric and Persuasion  Government writing: paper-based and electronic Writing reports, difficult letters, bad-news letters Persuasion in marketing communications Marketing concepts (1/2)	Virtual, MS Teams, for non-Canberra based participantsOn campus, in person for Canberra based participants
7	Thursday 19 OctoberMarketing concepts (2/2)	Virtual, MS Teams, for non-Canberra based participantsOn campus, in person for Canberra based participants 2. Formative 2: critique data visualisation due
8	Thursday 26 October Strategy and Applications  Market Segmentation Role for segmentation in government (case study) Behavioural economics and how this is used to influence policy and stakeholders Exploring successful/unsuccessful government campaigns	Virtual, MS Teams, for non-Canberra based participantsOn campus, in person for Canberra based participants 3. Formative 3: create data visualisation due
10	Thursday 2 NovemberCommunications Targeted communications Collective branding and the benefits Application case study: marketing and branding Not-for-profit and government marketing	Virtual, MS Teams, for non-Canberra based participantsOn campus, in person for Canberra based participants 4. Formative 4: market segmentation due
11	Thursday 9 November Data analysis Techniques for Data Analysis in Marketing Learning to read mis-representation in visualization	Virtual, MS Teams, for non-Canberra based participantsOn campus, in person for Canberra based participants 5. Formative 5: communications plan due
12	Thursday 16 NovemberTactics in MarketingBehavioural economics and how this is used to influence policy and stakeholders Exploring successful/unsuccessful government campaignsEthics in Marketing	Virtual, MS Teams, for non-Canberra based participantsOn campus, in person for Canberra based participants
13	Thursday 23 November Strategic pricing The role of Price segmentation Discount management	Virtual, MS Teams, for non-Canberra based participantsOn campus, in person for Canberra based participants 6.Marketing audit report due

Tutorial Registration

Method of delivery: on campus. 4 full days during one intensive week (3rd to 6th of October 2023), followed by in-person and virtual delivery on Thursday 12 Oct and Friday 13 Oct , followed by subsequent Thursdays until November 23, 2023.

Assessment Summary

Assessment task	Value	Due Date	Learning Outcomes
Formative task 1: Critique a work communication brief (10%)	10 %	13/10/2023	1,2
Formative task 2: Critique sample data visualization (10%)	10 %	19/10/2023	2,3,4
Formative task 3: Create data visualization (10%)	10 %	26/10/2023	2,3,4
Formative task 4: Suggest evidence for marketing segmentation for government (10%)	10 %	02/11/2023	2,3,4,5
Formative task 5: Communications plan to benefit stakeholder group (10%)	10 %	09/11/2023	2,3,4,5,6
Marketing audit report (50%)	50 %	23/11/2023	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

Participation is expected in all activities.

Examination(s)

There is no formal examination for this course.

Assessment Task 1

Formative task 1: Critique a work communication brief (10%)

 Critique a work communication brief, applying the theories and principles of communication we learned in class, and suggest improvements.

You must include the original communication brief in your assignment (outside the word limit).

 

Word limit: 500 words

Weight: 10%

There is no penalty for going over the word limit. However, any words over 550 will not be read (10% allowance).

Due date, at 23:59 on the date:    13 October

Return of assessment: within one week following submission of each of the five items

The marking criteria (including the rubric) will be available on Wattle at the start of the intensive week.

Late submissions will not be possible.

Assessment Task 2

Formative task 2: Critique sample data visualization (10%)

Take a graph / visualization you have recently seen. Using what we learned in class, critically evaluate the graph, and make improvement suggestions.

You must include the original graph in your file submission.

Word limit: 500 words maximum

Weight: 10%

There is no penalty for going over the word limit. However, any words over 550 will not be read (10% allowance).

Due date, at 23:59 on the date: 19 October

Return of assessment: within one week following submission of each of the five items

The marking criteria (including the rubric) will be available on Wattle at the start of the intensive week.

Late submissions will not be possible.

Assessment Task 3

Formative task 3: Create data visualization (10%)

Make a new data visualization / graph, applying the principles we learned in class. Explain your approach, the choices you made, and why you made them.

You can redo / re-make an existing visualization.

The new visualization is not included in the word count limit.

Word limit: 500 words maximum

Weight: 10%

There is no penalty for going over the word limit. However, any words over 550 will not be read (10% allowance).

Due date, at 23:59 on the date:   26 October

Return of assessment: within one week following submission of each of the five items

The marking criteria (including the rubric) will be available on Wattle at the start of the intensive week.

Late submissions will not be possible.

Assessment Task 4

Formative task 4: Suggest evidence for marketing segmentation for government (10%)

Read the segmentation analysis done by the London borough of Westminster. The Council of Westminster has used audience analysis to raise £900,000 for vulnerable residents. 

 

Think about a program or a project you are managing. Propose a segmentation analysis and how it would help the effectiveness of the program and project.

Include:

-         Any data or evidence you would like to collect

-         What end goal would you like to achieve

-         Which segmentation technique would you like to apply.

Provide evidence for your recommendations.

Word limit: 500 words

Weight: 10%

There is no penalty for going over the word limit. However, any words over 550 will not be read (10% allowance).

Due date, at 23:59 on the date:  2 November

Return of assessment: within one week following submission of each of the five items

The marking criteria (including the rubric) will be available on Wattle at the start of the intensive week.

Late submissions will not be possible.

Assessment Task 5

Formative task 5: Communications plan to benefit stakeholder group (10%)

Applying the theories and principles of communication we learned in class, suggest a communication plan to benefit a stakeholder group.

You must include the context and background for your communications plan.

 

Word limit: 500 words

Weight: 10%

There is no penalty for going over the word limit. However, any words over 550 will not be read (10% allowance).

Due date, at 23:59 on the date: 9 November

Return of assessment: within one week following submission of each of the five items

The marking criteria (including the rubric) will be available on Wattle at the start of the intensive week.

Late submissions will not be possible.

Assessment Task 6

Marketing audit report (50%)

You are asked to undertake a comprehensive review and produce a marketing audit report for your work department / program / organization.

 

Using everything you have learned, address the following questions as thoroughly as possible:

 

1. Who are the company’s stakeholders and what are their interests and requirements?

 

2. How is the company communicating to stakeholders?

 

Include all marketing communication, and the full marketing mix.

 

3. What improvements (if any) would you offer to the company?

 

Critically evaluate the choice of communication and target audience, messages and visualization, the marketing mix, positioning and channels. Make sure you offer the best possible evidence for any claim or recommendation that you make. Make sure you offer the best possible evidence for any claim or recommendation that you make.

 

 

A suggested structure for the audit report is provided on Wattle.

 

Word limit: 2,500-3,500 words (no more than 3,500 words)

There is no penalty for going over the word limit. However, any words over 3,850 will not be read (10% allowance).

Due date: 23:59 on November 23, 2023

Return of assessment: after release of results

The marking criteria (including the rubric) will be available on Wattle at the start of the intensive week.

For extreme circumstances only, please follow the Extension request form on Wattle, if unable to submit the assignment on time. Guidance for this process will be available upon request by the lecturer and the tutors.

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

In-class formative assessment tasks: Late submissions are not accepted.

Other assessment tasks: Late submission of an assessment task without an extension is penalised at the rate of 5% of the possible marks available per working day or part thereof. Late submission of assessment tasks is not accepted after 10 working days after the due date, or on or after the date specified in the Class Summary for the return of the assessment item. Late submission is not accepted for take-home examinations or for items where this is specified in the description of the assessment task.

Procedure for extensions: follow the Extenuating Circumstances Application available on wattle.

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

All assignments will be marked and/or returned according to the timeline detailed for each assessment item (see Assessment Tasks).

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

You are allowed to resubmit your assignments before the specified submission time. Any submission done after the specified submission date and time will be considered a late submission and the listed penalty conditions will apply.

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