Marketing communication is a dynamic industry, which continues to change and adapt to new technologies, media consumption patterns and communication interfaces between marketers and their target markets. Central to the course is the idea of Integrated Marketing Communications (IMC). This includes developing an understanding of the many tools available in marketing communication — advertising, direct mail, cause marketing, social media, email, SEO, content marketing. Integrated marketing communications (IMC) integrates these various marketing communications tools to provide clarity, consistency, and maximum communications impact by providing consumers, customers or other stakeholders with information in formats that resonate. The IMC course will examine the processes by which integrated marketing communications programs are planned, developed, and executed, as well as the various factors and considerations that influence the process.

Learning Outcomes

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

1. Appreciate the ways that strategic communication influences and persuades an organisation's stakeholders;
2. Identify and explain key aspects of the development, and principles and practices, of marketing communications;
3. Appraise a specific Integrated Marketing Communications campaign, including media strategy, target market selection, message content and evaluation criteria;
4. Discuss the role of the agency and identify the challenges that exist in client-agency relationships; and
5. Explain and illustrate Integrated Marketing Communication decision-making and planning.

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. 

Additional Course Costs

Supporting textbook purchases are recommended however digital versions of the text can be accessed via the ANU library.

Examination Material or equipment

This course does not include an examination.

Required Resources

Internet access and presentation programs (e.g. MS Powerpoint, Apple Keynote or similar). Students will be required to engage in a range of tasks and activities that are best created on a computer.

Recommended Resources

Whether you are on campus or studying online, there are a variety of online platforms you will use to participate in your study program. These could include videos for lectures and other instruction, two-way video conferencing for interactive learning, email and other messaging tools for communication, interactive web apps for formative and collaborative activities, print and/or photo/scan for handwritten work and drawings, and home-based assessment.

ANU outlines recommended student system requirements to ensure you are able to participate fully in your learning. Other information is also available about the various Learning Platforms you may use.

Staff Feedback

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

• written comments
• verbal comments
• feedback to whole class, groups, individuals, focus group etc

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). Feedback can also be provided to Course Conveners and teachers via the Student Experience of Learning & Teaching (SELT) feedback program. SELT surveys are confidential and also provide the Colleges and ANU Executive with opportunities to recognise excellent teaching, and opportunities for improvement.

Other Information

Guidelines for Group work and Assessment

1. Groups must arrange their own meetings, outside classes (in learner-directed hours), to complete their group assessment. The number, frequency, and arrangement of the meetings should be agreed upon by the group.
2. Group members who do not participate in the group's decision-making processes are expected to abide by the decisions of the members who do participate.
3. All group members should work on the assessment in the manner agreed upon by the group. If the group cannot agree on how to allocate work or manage the group, you should consult the teaching team (your teacher should be your first point of contact). If there is disagreement, it is the group's responsibility to consult your teacher.
4. If a group member:

• Fails to attend two group meetings (having reasonable notice), or
• Fails to complete an allocated task, or
• Fails to complete an allocated task to a standard agreed acceptable by the majority of the group, and does not provide an acceptable reason the rest of the group may request the teacher to intervene WITHIN 48 WORKING HOURS OF THE RELEVANT PROBLEMATIC BEHAVIOUR.

The majority of remaining group members MUST agree to approach the teacher and MUST provide EVIDENCE of the non-contributing group member’s poor participation.

If your teacher, after consulting the non-contributing student and the group, considers a complaint about a non-contributing group member is justified, the non-contributing member may be EXCLUDED from the group, and may not be eligible to receive SOME OR ALL of the marks available for the group assessment task/s. THIS DECISION WILL BE MADE WITHIN 24 WORKING HOURS OF THE MATTER BEING REPORTED TO THE TEACHER.

If this happens and the student in question still wishes to be eligible to earn marks for the assessment/s in question, the student must apply for special consideration, providing a reason they were unable to attend group meetings and/or complete the work allocated to them in the manner expected by the group.

Complaints to your teacher about non-performing group members must be made as soon as possible when relevant problems arise. If, after consultation with all the concerned parties, the teacher believes the group has not followed these guidelines appropriately or behaved reasonably, the teacher has the discretion to negotiate an outcome other than what has been requested by the group. Your teacher is available to provide guidance on your assessment tasks and respond to questions in class – email is only to be used to seek clarification of urgent points or raise important and time-sensitive issues.

 

Your teacher will expect:

• Your team to take responsibility for organising your project and workload
• Each team member to know the current position of the project
• Each team member to contribute along the lines agreed by the group 

The use of AI such as ChatGPT to generate an essay or report or written assignment is not allowed as it is akin to plagiarism. Students are required to demonstrate achievement of critical, analytical and synthesis skills in high quality works.

Class Schedule

Week/Session	Summary of Activities	Assessment
1	Foundations: What is Strategic Communications?	(no tutorial)
2	Communication theories & key concepts: Part 1	(tutorials begin)
3	Communication theories & key concepts: Part 2	A1 Presentations beginA2 Simulation Round 1 due
4	Communication theories & key concepts: Part 3	A2 Simulation Round 2 dueSimulation discussions begin
5	Process & Practice: The IMC client-agency relationship	A2 Simulation Round 3 due
6	Process & Practice: Strategic Planning (Research)	A2 Simulation Round 4 due
7	Process & Practice: Strategic Planning (Goals & Objectives)	A2 Simulation Round 5 due
8	Process & Practice: Strategic Planning (Strategy & Tactics)	A2 Simulation Round 6 due
9	Process & Practice: Strategic Planning (Evaluation & Measurement)	A2 Simulation Round 7 due
10	Practice & Profession: Media Relations, Community Engagement, Brand Communications	A3 Client Presentations (in tutorial) Strategic Communications Plan
11	Practice & Profession: Issues and crisis management; Government relations; Investor and financial relations	A3 Client Presentations (in tutorial) Strategic Communications Plan
12	Practice & Profession: Ethical Issues and Strategic Communications in a Global Marketplace	A4 Client Plan (written) dueStrategic Communications Plan
13	Examination Period	A5 Reflective Essay due

Tutorial Registration

Tutorial registration will be available two weeks prior to the beginning of the semester and will close at the end of week 1. More details can be found on the Timetable webpage. https://www.anu.edu.au/students/program-administration/timetabling

Assessment Summary

Assessment task	Value	Due Date	Return of assessment	Learning Outcomes
A1) Theory v. Practice Presentations (Group)	10 %	*	*	1, 2, 5
A2) Online Simulation Decision Rounds	30 %	*	*	1, 2, 4, 5
A3) Strategic MarComms Plan - (Part A) Client Presentation	15 %	10/10/2024	24/10/2024	1, 2, 3, 5
A4) Strategic Marketing Communications Plan - (Part B) Written Proposal	30 %	25/10/2024	08/11/2024	1, 2, 3, 5
A5) Reflective Essay	15 %	01/11/2024	28/11/2024	1, 2, 3, 4, 5

* 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 Integrity Rule before the commencement of their course. Other key policies and guidelines include:

• Academic Integrity Policy and Procedure
• Student Assessment (Coursework) Policy and Procedure
• Extenuating Circumstances Application
• Student Surveys and Evaluations
• Deferred Examinations
• Student Complaint Resolution Policy and Procedure
• Code of practice for teaching and learning

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 Academic Skills website. In rare cases where online submission using Turnitin software is not technically possible; or where not using Turnitin software has been justified by the Course Convener and approved by the Associate Dean (Education) on the basis of the teaching model being employed; students shall submit assessment online via ‘Wattle’ outside of Turnitin, or failing that in hard copy, or through a combination of submission methods as approved by the Associate Dean (Education). The submission method is detailed below.

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

Expectations: This course is taught as an experiential face-to-face-only lecture and tutorial. Students will need to engage with the course content in order to fully contribute to discussions. Attendance in tutorials and working in teams, should be considered a part of the experience of study. During the semester, students are expected to engage in their group projects, and integrate learning from that experience into their course engagement, tutorial activity, and other tasks. There are 12 lectures and 9 tutorials throughout the semester, and participation is expected in the majority of these sessions.

Attendance at lectures and tutorials, while not compulsory, is expected in line with “Code of Practice for Teaching and Learning”, clause 2 paragraph (b).

Examination(s)

This course does not include an examination.

Assessment Task 1

A1) Theory v. Practice Presentations (Group)

Worth: 10%

Type: Group

Time/Words: 5-minute in-class group presentation (equivalent of 500 words)

Submission: PPT slides (including script within notes section) to be uploaded to Turnitin

Due: in the week your group is assigned to (wk 3 onwards)

Feedback by: online through Wattle (within 2 weeks following presentation)

Overview: Each week, a group will present a published research study that addresses a theory relevant to the practice of strategic communications. The group will introduce the reading for the week, identify the key idea from the article, and bring in an example of how it might be implicated in professional communications practice. The presenters should develop a critical question to lead the class into a brief discussion about the reading/idea/example. An example might be a media company, brand or corporation, a key media or political figure, an event, text, or program, a website or web application, a promotional campaign, or even a marketing communications trend or phenomenon.

 Suggested format for 5 min

- Key element of theory and findings of the article (2 min)

- Point to relevant real-life case or practice (1.5 min)

- Limitation or critique of the theory followed by discussion questions for problem-solving in communications practice (1.5)

 This is a suggestion only. Students are encouraged to think as creatively as possible.

 

Referencing style is APA: https://www.anu.edu.au/students/academic-skills/academic-integrity/referencing/apa

(linked) Learning Outcomes:

1) Appreciate the ways that strategic communication influences and persuades an organisation's stakeholders;

2) Identify and explain key aspects of the development, and principles and practices, of marketing communications;

5) Explain and illustrate Integrated Marketing Communication decision-making and planning.

Further information, including the detailed assessment guide and the marking rubric, will be available on Wattle.

Assessment Task 2

A2) Online Simulation Decision Rounds

Worth: 30%

Type: Individual

Due: By Midnight at the end of each week the round is assigned (wks. 3-9)

Format: Applied / Practical Simulated Decision-Making Tasks on an online simulation platform with associated discussion in weekly tutorials

Submission: Online via simulation platform

Note: Late submissions are not accepted for this assessment because answers are discussed in the class that follows the submission due date. 

Feedback: Each student will be marked based on their performance across the 7 rounds. Most of the feedback students will receive on their work will be presented following the students’ completion of a round.

Assessment Description:

Using the guided simulation platform, students are tasked with a series of practice scenarios that are designed to give students hands-on educational experiences integrating key elements of professional strategic communications practice. Students will simulate tasks in a fictitious scenario in which they take on the role of Account Director over a client account at a Strategic Communications Agency. Students will complete seven rounds of tasks including but not limited to: identification of content that professionally and effectively pitches to media contacts; Analysis of target-audience research to select the best content options for an audience; Select content for use in media release communication; writing a media release including effective use of content sequencing within a media release; and create social media posts that appropriately align with a target audience.

Students will receive access codes to join the platform with their student details (e.g. ANU student email). Any student who does not wish to access the external site provided for this task must contact the convener by the end of week 1 for an alternative assessment task of equivalent weight, length, and difficulty.

Material and class discussion within weekly classes will prepare students for this task, in addition to independent research and in-class activities.

Further information, including the assessment guide and the marking rubric, will be available on Wattle.

(linked) Learning Outcomes:

1) Appreciate the ways that strategic communication influences and persuades an organisation's stakeholders;

2) Identify and explain key aspects of the development, and principles and practices, of marketing communications;

4) Discuss the role of the agency and identify the challenges that exist in client-agency relationships; and

5) Explain and illustrate Integrated Marketing Communication decision-making and planning.

Assessment Task 3

A3) Strategic MarComms Plan - (Part A) Client Presentation

Worth: 15%

Type: Group

Duration: 15-minute in-person presentation using slides (including Q&A)

Due: WK 10/11 in the tutorial

Submission: PPT slides (including script within notes section) to be uploaded to Turnitin BEFORE presentation

Feedback by: direct feedback in-person following the presentation. Further feedback online through Wattle 2 weeks following submission

Overview -

You will present the key insights from your strategic plan to the whole class in a 15-minute pitch presentation. In your presentation, you should explain the role of each team member, the basic elements of the research method you implemented, and perhaps most importantly the key top-line insights for the client that point towards strategic initiatives. Not all team members need to publicly present but all team members should have a well-defined role that leads to a successful and effective strategic plan & presentation.

 

NOTE: Presentations will be video recorded, which will enable later validation and verification of assessment if required (in accordance with point 7 in the ANU Student Assessment (Coursework) policy).

Note: Late submissions are not accepted for this assessment

Further information, including the assessment guide, additional assessment, and learning resources, will be on Wattle

Please review 'Guidelines for Group Work and Assessment'

Referencing style is APA: https://www.anu.edu.au/students/academic-skills/academic-integrity/referencing/apa

(linked) Learning Outcomes:

1) Appreciate the ways that strategic communication influences and persuades an organisation's stakeholders;

2) Identify and explain key aspects of the development, and principles and practices, of marketing communications;

3) Appraise a specific Integrated Marketing Communications campaign, including media strategy, target market selection, message content and evaluation criteria

5) Explain and illustrate Integrated Marketing Communication decision-making and planning.

Assessment Task 4

A4) Strategic Marketing Communications Plan - (Part B) Written Proposal

Worth: 30%

Type: Group

Length: 4000 words -/+ 10%, words over the 10% excess limit will not be read or assessed (appendices not included)

Due: end of WK12 by midnight

Submission: uploaded to Turnitin on Wattle

Return: feedback online through Wattle 2 weeks following submission

Overview -

You will work with your team to design a strategic marketing communications plan for a client provided by the teaching team. Form and structure will be discussed in seminars. The plan will outline the communication strategies and tactics devised to achieve specific organisational objectives and targets and incorporates the RACE (Research, Analysis, Communication, and Evaluation) and ROPE (Research, Objectives, Programming, and Evaluation) processes.

Referencing style is APA: https://www.anu.edu.au/students/academic-skills/academic-integrity/referencing/apa

Information regarding types of extension requests and procedures: https://rsm.anu.edu.au/study/students/applications-assessment-extensions-or-extenuating-circumstances

(linked) Learning Outcomes:

1) Appreciate the ways that strategic communication influences and persuades an organisation's stakeholders;

2) Identify and explain key aspects of the development, and principles and practices, of marketing communications;

3) Appraise a specific Integrated Marketing Communications campaign, including media strategy, target market selection, message content and evaluation criteria

5) Explain and illustrate Integrated Marketing Communication decision-making and planning.

Further information, including the assessment guide, additional assessment, and learning resources, will be on Wattle

Please review 'Guidelines for Group Work and Assessment'

Assessment Task 5

A5) Reflective Essay

Worth: 15%

Type: Individual

Length: 1000 words -/+ 10%, words over the 10% excess limit will not be read or assessed (appendices not included)

Submission: uploaded to Turnitin on Wattle

Due: end of WK13 by Midnight (Examination period)

Return: With the release of final grades

Overview -

Students will write a reflective essay where they can critically analyze and reflect on the concepts, strategies, and case studies discussed in the course. You can discuss your understanding of strategic communications, identify key insights gained, and evaluate the application of theories and frameworks to real-world scenarios. The essay should also prompt you to reflect on your personal growth and development as strategic communicator throughout the course. 

Referencing style is APA: https://www.anu.edu.au/students/academic-skills/academic-integrity/referencing/apa

Information regarding types of extension requests and procedures: https://rsm.anu.edu.au/study/students/applications-assessment-extensions-or-extenuating-circumstances

(linked) Learning Outcomes:

1. Appreciate the ways that strategic communication influences and persuades an organisation's stakeholders;
2. Identify and explain key aspects of the development, and principles and practices, of marketing communications;
3. Appraise a specific Integrated Marketing Communications campaign, including media strategy, target market selection, message content and evaluation criteria;
4. Discuss the role of the agency and identify the challenges that exist in client-agency relationships; and
5. Explain and illustrate Integrated Marketing Communication decision-making and planning.

Further information, including the assessment guide, additional assessment, and learning resources, will be on Wattle

Academic Integrity

Academic integrity is a core part of the ANU culture as a community of scholars. The University’s students are an integral part of that community. The academic integrity principle commits all students to engage in academic work in ways that are consistent with, and actively support, academic integrity, and to uphold this commitment by behaving honestly, responsibly and ethically, and with respect and fairness, in scholarly practice.

The University expects all staff and students to be familiar with the academic integrity principle, the Academic Integrity Rule 2021, the Policy: Student Academic Integrity and Procedure: Student Academic Integrity, and to uphold high standards of academic integrity to ensure the quality and value of our qualifications.

The Academic Integrity Rule 2021 is a legal document that the University uses to promote academic integrity, and manage breaches of the academic integrity principle. The Policy and Procedure support the Rule by outlining overarching principles, responsibilities and processes. The Academic Integrity Rule 2021 commences on 1 December 2021 and applies to courses commencing on or after that date, as well as to research conduct occurring on or after that date. Prior to this, the Academic Misconduct Rule 2015 applies.

 

The University commits to assisting all students to understand how to engage in academic work in ways that are consistent with, and actively support academic integrity. All coursework students must complete the online Academic Integrity Module (Epigeum), and Higher Degree Research (HDR) students are required to complete research integrity training. The Academic Integrity website provides information about services available to assist students with their assignments, examinations and other learning activities, as well as understanding and upholding academic integrity.

Online Submission

You will be required to electronically sign a declaration as part of the submission of your assignment. Please keep a copy of the assignment for your records. Unless an exemption has been approved by the Associate Dean (Education) submission must be through Turnitin.

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 in-class presentations and simulation rounds are not allowed.

Individual assessment tasks may or may not allow for late submission. Policy regarding late submission is detailed below:

• Late submission not permitted. If submission of assessment tasks without an extension after the due date is not permitted, a mark of 0 will be awarded.
• Late submission permitted. Late submission of assessment tasks without an extension are 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 course outline for the return of the assessment item. Late submission is not accepted for take-home examinations.

All requests for extensions to assessment in RSM courses must be submitted through the CBE extension request portal: CBE Assessment Extension Request Form. Further information on this process can be found at https://rsm.anu.edu.au/study/students/extension-application-procedure

Referencing Requirements

The Academic Skills website has information to assist you with your writing and assessments. The website includes information about Academic Integrity including referencing requirements for different disciplines. There is also information on Plagiarism and different ways to use source material. Any use of artificial intelligence must be properly referenced. Failure to properly cite use of Generative AI will be considered a breach of academic integrity.

Returning Assignments

Assessment feedback will be in person and or returned via Wattle.

Extensions and Penalties

Extensions and late submission of assessment pieces are covered by the Student Assessment (Coursework) Policy and Procedure. Extensions may be granted 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 Accessibility 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 supports you make your own decisions about how you learn and manage your workload.
• ANU Counselling promotes, supports and enhances mental health and wellbeing within the University student community.
• ANUSA supports and represents all ANU students