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.

Research-Led Teaching

This interactive course endeavours to introduce perspectives and topics of marketing. To that end, the course incorporates industry examples, trends and developments that derive from academic research. Particular attention is given to the latest in industry's and practitioner's approach, consumer market research and leadership and the volatile marketing environment exacerbated with COVID-19. Seminars will present profesional problems through case studies or scenarios for critical discussiona based on pre-recorded lectures and assigned readings. The goal is for students to achieve the various learning outcomes set for the course by learning and accumulating research-based knowledge and developing critical and analytical thinking skills that they will use in evidence-based decision making.

Field Trips

Not applicable.

Additional Course Costs

There are no additional class costs.

Examination Material or equipment

This course has both Mid-term Exams (week 6) and Final Exams (in examination period)

Required Resources

Prescribed book: Marketing: Theory, Evidence, Practice (2nd edition) by Byron Sharp, Oxford (Available in hard copy and Online at ANU Chifley library)

The gist of the course content will be based mostly on this prescribed book.

Any required resources or readings will be advised on Wattle.

Recommended Resources

Prescribed book: Marketing:Theory, Evidence, Practice (2nd edition) by Byron Sharp, Oxford (available at Chifley library in both hard copies and online)

The following two free e-books provide chapters with different examples and cases:

Marketing: Principles of Marketing, 2010, University of Minnesota Libraries Publishing. accessed at https://open.lib.umn.edu/principlesmarketing/

Communication: Business Communication for success 2012, Saylor Academy. https://saylordotorg.github.io/text_business-communication-for-success/

Staff Feedback

Feedback: Marking criteria are provided for all assessment items so that students can plan their work and can identify areas for improvement. Students may receive feedback in any of the following ways:

1. Feedback on assessments and discussion forum contributions in numeric, tabular, and graphical formats, and/or written or audio qualitative comments; feedback can be both to individual learners and consolidated for the whole class.

2. Live feedback as part of classroom discussion as set up by the convener or tutor after consultation with learners.

3. Personalised, in-depth feedback can be provided to students in consultation with the tutor or the convener by email or by appointment.

Disagreement and dispute of assessment marks and feedback: ANU has policies and procedures to be followed in respect of disagreement with assessment marks or feedback (see under EDUCATIONAL POLICIES).

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

Important: Updates and announcements for this course will be circulated via emails and/or Wattle site. Please ensure that your official ANU email address is effective, that you have access to Wattle, and that you regularly check both your email and Course Announcements.

Student Consultation: Consultation request should be made by appointment through email to the lecturer during the consultation hours set for the course

Every effort will be made to respond to student queries as soon as possible, and within 2-3 business days unless there are special circumstances. The preferred initial method of contact is email, with other forms of telecommunications used where appropriate.

Class Schedule

Week/Session	Summary of Activities	Assessment
1	Course outline and learning outcomes - expectationsAn explanation of the evidence based teaching and learning approach within the flipped-classroom mode (Pre-recorded lecture + face-to-face seminar)The role of critical and analytical thinking and reflections in learning and assignment tasks (essays)Marketing conceptsMarketing Orientation - Claims in marketing	Read Chapter 1 in SharpRead Chapter 1 in Principles of Marketing (e-book)Ideation exercise - marketing plan in class
2	Marketing Strategy - Developing and implementing a marketing plan	Read Chapter 13 in SharpRead Chapters 2 & 16 in Principles of Marketing (e-book)Class ideation on marketing plan
3	Marketing Environment and COVID -19	Read Chapter 5 in Sharp + articles relating to COVID-19 and marketing (on Wattle)In-class practice of short answer questions including self-reflective essays
4	Getting to know consumers	Read Chapter 2 in SharpRead Chatper 3 in Principles of marketing (e-book)In-Class Test 1: 60 minutes (MCQs + short answer questions)
5	Segmenting, Targeting, and Positioning	Read Chapter 6 in SharpRead Chapter 5 in Principles of marketing (e-book)Feedback and comments on Test 1 in classANU lib
6	Offerings: products and services	Read Chapter 7 in sharpRead Chapter 6 and 7 in Principles of marketing (e-book)Mid-semester in-class exam: 1.5 hrs (MCQs + short answer questions)
7	The significance of research in marketing	Read Chapters 3 & 4 in SharpRead Chapter 10 in Principles of Marketing (e-book)Research Ideation in class
8	How does Advertising work?	Read Chapter 11 AdvertisingRead Communication Process (reading will be provided)
9	An Integrated Marketing Communications Approach	Read an Introduction to Integrated Marketing Communications (Reading will be provided)Read Chapter 12 in Sharp (pp. 538-543 putting a mix together)Read Chapter 11 in Principles of Marketing (e-book)
10	Media Decisions	Read Chapter 12 in SharpRead Chapter 8 in Principles of Marketing (e-book)Read The Internet: Digital and Social Media (Readings will be provided)
11	Global Marketing, Social Marketing and Political marketing	Read Chapters 14 and 15 in SharpReadings on Political marketing will be providedIn-Class Test 2: 60 minutes (MCQs + short answer questions)
12	Ethics and social Responsibility Pricing and Discounting	Read Chapters 9 & 16 in SharpRead Chapter 15 in Principles of Marketing (e-book)Feedback and comments on Test 2 in class
13	Examination Period	3 hours examinations made of 45 MCQs and 5 short answer questions
14	Examination Period	3 hours examinations made of 45 MCQs and 5 short answer questions
15	Examination Period	3 hours examinations made of 45 MCQs and 5 short answer questions

Tutorial Registration

The flipped classroom approach in this course means we adopt a (pre-recorded) lecture and (face-to-face) seminar format.

• Pre-recorded lectures will be available online at least 5 days before each weekly seminar
• Interactive 1.5-hour seminars will begin in Week 1
• Students must watch lectures and complete assigned readings before attending seminars
• Seminar Registration opens two weeks before semester starts
• Registration closes at the end of Week 1
• Seminars will be conducted in-person

Students can use MyTimetable to:

• View course timetables and Browse teaching activities
• Self-allocate to seminars

For additional details, visit the ANU Timetabling website: https://www.anu.edu.au/students/program-administration/timetabling

Assessment Summary

Assessment task	Value	Return of assessment	Learning Outcomes
In-Class Test 1 (5%)	5 %	*	1,2,3,4
Mid-Term Examinations (20%)	20 %	14/04/2025	1, 2,3,4,5,8
In-Class Test 2 (5%)	5 %	*	1,2,3,4,5,6,7
Final Examinations (70%)	70 %	26/06/2025	1,2,3,4,5,6,7,8

* 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

Attendance at seminars, while not compulsory, is expected in line with the “Code of Practice for Teaching and Learning” clause 2 paragraph (b). This course is scheduled to be run in face-to-face mode in interactive seminars. In-person interactive seminars will be conducted on a weekly basis where students will be required to fully participate and engage in discussions of lectures and reading materials. Engagement with the course materials is a key skill in marketing, and as such, is assessed as part of Learning Outcomes 6 and 8 and presented as an opportunity for students to learn from their peers, engage with diverse viewpoints, and present their own thoughts to an audience of their peers in a range of different class opportunities.

Examination(s)

A mid-term examination (written in the examination booklet) will take place in class in week 6

A final formal examination (written in the examination booklet) will take place during examination period. More information will be provided by the ANU examinations office in due course.

Assessment Task 1

In-Class Test 1 (5%)

Assessment Description: This in-class test consists of a combination of MCQs and short answer questions or short case studies.

Assessment Type: Individual

Weight: 5%

Words: short answers to essay questions should be between 300 and 700 words

Submission: pen and paper in the provided booklet

Marking Criteria/Rubrics: See Assessment Brief on Wattle.

Due Date: Week 4 in class

Feedback: Individual feedback with marks will be made available on Week 5 in class

Learning Outcomes: 1,2,3,4

Assessment Task 2

Mid-Term Examinations (20%)

Assessment Description: The mid-term examinations consist of a combination of MCQs and Short-answer questions including a self-reflective essay

Assessment Type: Individual

Weight: 20%

Words: short answers to essay questions (including self-reflective essay) should be between 300 and 700 words

Submission: Exam booklet pen and paper

Marking Criteria/Rubrics: See Assessment Brief on Wattle.

Due Date: week 6 in class

Feedback: Individual feedback with marks will be made available on resumption of classes after mid-semester break (week 7).

Learning Objectives: 1,2,3,4,5,8

Assessment Task 3

In-Class Test 2 (5%)

Assessment Description: This in-class test consists of a combination of MCQs and short answer questions or short case studies.

Assessment Type: Individual

Weight: 5%

Words: short answers to essay questions should be between 300 and 700 words

Submission: pen and paper in the provided booklet

Marking Criteria/Rubrics: See Assessment Brief on Wattle.

Due Date: Week 11 in class

Feedback: Individual feedback with marks will be made available on Week 12 in class

Learning Outcomes: 1,2,3,4,5,6,7

Assessment Task 4

Final Examinations (70%)

 Assessment Description: The final examination consists of a combination of MCQs and Short-answer questions including a self-reflective essay

Assessment Type: Individual

Weight: 70%

Words: short answers to essay questions (including self-reflective essay) should be between 300 and 700 words

Submission: Exam booklet pen and paper

Marking Criteria/Rubrics: See Assessment Brief on Wattle.

Due Date: End of semester examination period (To be communicated in due course by ANU Examinations Office)

Feedback: on the release of final semester results on 26.06.2025

Learning Objectives: 1,2,3,4,5,6,7,8

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

Use of Turnitin: Unless an exemption has been approved by the Associate Dean (Education) submission must be through Turnitin.

Lodgement: You will be required to electronically sign a declaration as part of the submission of your assessment. Please keep a copy of the assessment for your records.

Identification: Please ensure that any assessment task submitted can be attributed to you for grading purposes. We recommend including your student number on the assessment and in the file name.

Use of AI: AI-assisted essays will not be accepted in this course. The purpose of the assessments is your personal skills development and demonstration of critical, analytical, and synthesis skills.

Hardcopy Submission

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

Please note that in this course, all assessment tasks will be in handwritten form in specially provided booklets. Assessment tasks for MKTG 7260 will take place in class only.

Late Submission

No late submission is allowed for the two in-class tests 1 and 2.

All requests for Assessment Adjustment (including Requests for Extension and for Consideration of Extenuating Circumstances) should be submitted via ISIS.

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

Please see the 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. 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

There is no resubmission for the in-class tasks set in this course.

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