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

Research-led teaching will be demonstrated by building upon the broad and multi-disciplinary base of the recommended text. Teaching will include providing access to supplementary research from relevant academic articles chosen against the weekly topics. Lectures and activities will present vocational problems that will be explored using a variety of theoretical approaches to foster critical thinking and applied learning.

The assessment tasks require both a sound understanding of theories and concepts, analysis of the key topics and subsequent synthesis of material. Submission of all assessment tasks is required to demonstrate both conceptual and vocational competence.

Field Trips

This class does not have field trips.

Additional Course Costs

This class does not have additional costs.

Examination Material or equipment

This class does not include an examination.  

Required Resources

Note: The resource is a new custom ebook with selected chapters from the two textbooks listed below. The custom book details will be inserted here when all details are finalised (eg price, URL).

Primary Sources of Custom eBook Chapters

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

Ebook ISBN: 9781307042023

Print ISBN: 9781259548147

Grewel, D. and Levy, M. (2019). M: Markting 6^th Edition, McGraw-Hill Australia.

ebook ISBN: 9781260501995

Print ISBN: 9781259924033

Library

Copies of the full ebooks will be available from the Library for 2-hour short loan (when purchase confirmed).

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	Marketing Concepts and MKTG7260 Reading: Ch. 1
2	Marketing Strategy and Environment Reading: Ch. 2 & 3
3	Consumers and Businesses Reading: Ch. 4 & 5
4	Segmenting, Targeting, Positioning Reading: Ch. 6	Online Assignment due Tue 11.59pm
5	Products and Services Reading: Ch. 7 & 8
6	Price and Distribution Reading: Ch. 9, 10, 11	Situation Report due Fri 11.59pm
7	Public Holiday Thursday Integrated Marketing Communications Self-study Reading: Ch. 12
8	Stakeholders and Public Relations Workshop: Group Assessment Reading: Ch. 13
9	Communication Process Reading: Ch. 14
10	Message Factors and Objectives Reading: Ch. 15 & 16	Corporate Video due Tue 11.59pm
11	Creative Strategy Reading: Ch. 17 & 18
12	Presentations, Written Communications, and New Media Reading: Ch. 19 & see Wattle	Communications Audit due Fri 11.59pm

Tutorial Registration

This class does not have tutorials or tutorial registration. The class format is weekly three-hour seminars.  

Assessment Summary

Assessment task	Value	Due Date	Return of assessment	Learning Outcomes
Online Assignment	20 %	19/03/2019	02/04/2019	1,3,4
Situation Report	30 %	05/04/2019	23/04/2019	1,3,5
Corporate Video	20 %	14/05/2019	28/05/2019	4,5,6
Communications Audit	30 %	31/05/2019	04/07/2019	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 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 seminar classes.

Examination(s)

This class does not have an examination.

Assessment Task 1

Online Assignment

Worth: 20%

Type: Individual

Words: 1000 words

Submission: via Turnitin

Due: Tuesday 11.59pm Week 4

Return: Within two weeks of submission

Overview:

The online assignment comprises short-answer questions that assess understanding and application of content from weeks 1 to 3 (inclusive). This is a time-limited task that starts in Wattle at 9.00am on Friday of Week 3 and closes at 11.59pm on Tuesday of Week 4. Information regarding the question style, learning resources, marking criteria, and online instructions will be posted on Wattle and discussed in seminars.

Late submissions are not accepted.

Assessment Task 2

Situation Report

Worth: 30%

Type: Individual

Words: 1500 words

Submission: via Turnitin

Due: Friday 11.59pm Week 6

Return: Within two weeks of submission

Overview:

The Situation Report involves outlining a contemporary issue in the marketing environment, determining the impact on stakeholders, and proposing evidence-based recommendations for marketers. Information about the situations from which to select, the report requirements, and the marking criteria will be posted on Wattle and discussed in seminars.

Assessment Task 3

Corporate Video

Worth: 20%

Type: Individual

Words: Three-Five minute video plus a one-page brief

Submission: via Wattle and Turnitin

Due: Tuesday 11.59pm Week 10

Return: Within two weeks of submission

Overview:

The Corporate Video task involves delivering a 3-5 minute video that speaks to stakeholders about the issue from the Situation Report (Assessment Task 2). A one-page video brief with background details is also required. This is an individual assignment but students can enlist others to assist with filming. The technical aspects of this task will be as simple as feasible. Information about the video and brief requirements, submission, and marking criteria will be posted on Wattle and discussed in seminars.

Assessment Task 4

Communications Audit

Worth: 30%

Type: Group

Words: 3000 words

Submission: via Turnitin

Due: Friday 11.59pm Week 12

Return: After release of final grades

Overview:

The Communications Audit is a group project that involves critically evaluating the stakeholder communications of a real-life organisation and making evidence-based recommendations for moving forward. Work on the project starts in the Week 8 seminar with the formation of groups and allocation of organisations. Subsequent seminars include opportunities for collaborative work in class time. Further information about the project requirements and resources will be posted on Wattle. 

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 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.

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