This course introduces students to the process of developing and managing effective marketing communications directed towards external stakeholders: customers, clients, and general consumers, in addition to other relevant actors outside the organization.
Strategic communication activities represent an important part of most business activities. The Strategic Marketing Communications course will provide students with techniques to improve the quality of their marketing communication strategies‚ from identifying the audience’s needs through to communications strategy and planning.
Specific topics include identifying promotional opportunities, corporate and brand image, advertising management and design, media selection, consumer promotions, public relations, events and sponsorship.
This course is particularly valuable for individuals with career interests in marketing and sales, publicity and promotions, market research, marketing management, social marketing, advertising, public relations, public communication campaigns, and public or community affairs.
Learning Outcomes
Upon successful completion, students will have the knowledge and skills to:
- Acquire a working understanding of the role of marketing communications within the overall marketing mix, including digital marketing;
- Distinguish the ways in which marketing communication influences and persuades an organisation's stakeholders;
- Discuss the role of in-house and agency practitioners and the challenges that exist in client-agency relationships;
- Critically analyse the effectiveness of a specific marketing communications campaign;
- Analyse a specified target market as part of campaign planning;
- Compose appropriate marketing communication objectives considering the range of digital media and methods available to practitioners;
- Design a marketing communications campaign to meet organisational goals and objectives; and
- Reflect on ways in which contemporary issues, emerging technologies, and social influences inform the practice of marketing communications.
Work Integrated Learning
Other
Students will, through other formats, engage with organisational partners for planned authentic activities, or through purposeful links to curriculum and specifically designed assessment, that integrate theory with the practice of work.
Other Information
Students from outside the Research School of Management are encouraged to request permission from the Course Convenor to enrol if they are seeking knowledge covered in the course. For example, those enrolled in the Policy Communication specialisation who want content on public/community affairs and public communication campaigns.
Indicative Assessment
- Typical assessments may include but are not restricted to: in-class exercises, written and oral assignments, quizzes, examinations, group project tasks, oral presentations, and other assessments deemed appropriate to show the attainment of the learning outcomes set for the course. Further details will be made available via the Class Summary. (100) [LO 1,2,3,4,5,6,7,8]
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.
Workload
Students taking this course are expected to commit 130 hours to complete the work. For semester length offerings, this will typically include 3 hours per week in class and at least 7 hours a week on average (excluding non-teaching weeks) on course reading, research, writing and assessment work.
Inherent Requirements
This course has no inherent requirements.
Requisite and Incompatibility
Prescribed Texts
Information about the prescribed textbook (if any) will be made available via the Class Summary.
Preliminary Reading
Additional information about the indicative readings (if any) will be made available via the Class Summary.
Assumed Knowledge
Knowledge of marketing and basic research methodsFees
Tuition fees are for the academic year indicated at the top of the page.
Commonwealth Support (CSP) Students
If you have been offered a Commonwealth supported place, your fees are set by the Australian Government for each course. At ANU 1 EFTSL is 48 units (normally 8 x 6-unit courses). More information about your student contribution amount for each course at Fees.
- Student Contribution Band:
- 34
- Unit value:
- 6 units
If you are a domestic graduate coursework student with a Domestic Tuition Fee (DTF) place or international student you will be required to pay course tuition fees (see below). Course tuition fees are indexed annually. Further information for domestic and international students about tuition and other fees can be found at Fees.
Where there is a unit range displayed for this course, not all unit options below may be available.
| Units | EFTSL |
|---|---|
| 6.00 | 0.12500 |
Course fees
- Domestic fee paying students
| Year | Fee | Description |
|---|---|---|
| 2024 | $4680 | Standard Rate |
| 2024 | $3720 |
Grandfathered Rate*
*continuing students in nominated programs only. See fee website |
- International fee paying students
| Year | Fee |
|---|---|
| 2024 | $6000 |
Offerings, Dates and Class Summary Links
ANU utilises MyTimetable to enable students to view the timetable for their enrolled courses, browse, then self-allocate to small teaching activities / tutorials so they can better plan their time. Find out more on the Timetable webpage.
Class summaries, if available, can be accessed by clicking on the View link for the relevant class number.
Second Semester
| Class number | Class start date | Last day to enrol | Census date | Class end date | Mode Of Delivery | Class Summary |
|---|---|---|---|---|---|---|
| 8520 | 22 Jul 2024 | 29 Jul 2024 | 31 Aug 2024 | 25 Oct 2024 | In Person | N/A |
