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

This course brings current research and the theoretical foundations of marketing to address in an evidence-based manner a range of practical problems encountered in contemporary organisations.

Field Trips

Not applicable

Additional Course Costs

Not applicable

Examination Material or equipment

Not applicable

Required Resources

All required reading materials will be provided on Wattle.

Recommended Resources

Any recommended resources or readings will be advised on Wattle.

Staff Feedback

Feedback: Students may receive feedback in any of the following ways:

1. Feedback on their online discussion forum participation

2. Synchronous live feedback as part of occasional live online classroom discussion as set up by the online tutor after consultation with learners

3. Feedback on the assessment pieces in 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 online class. Rubrics will be used so students can identify areas for improvement.

4. Personalised, in-depth feedback can be provided to students in consultation with the online tutor or the Convenor by email or by appointment. If an appointment for a telephone, online chat, or online visual meeting is required, please email the tutor or Convenor to set up this up.

Disagreement and dispute of assessment marks and feedback: It is suggested that any unresolved disagreement with assessment marks and feedback be addressed initially by email to the online tutor and with a copy of the email sent to the Course Convenor, including a clear description of the area(s) of dispute.

Important: Most 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 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.

Other Information

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

Online learning: This course is delivered in an online mode. Online teaching and learning does not mean that students are isolated from their instructors or tutors. In fact, it opens up new ways through for intensive, interactive and engaging communication that facilitates students' learning experiences and achievement of learning outcomes.

 

Differences from other modes of teaching: Online courses may differ in some aspects of delivery, assessment details, and weightings from the on-campus delivery. These changes are designed to adjust for the different delivery modes and ensure that all students achieve the same learning outcomes, regardless of delivery mode.

Personal portfolio: As an online student you may benefit from a different range of learning tools. Consider keeping a personal journal throughout the course to record the thoughts, issues and dilemmas that arise for you. Such a journal may be electronic, using tools such as e-Portfolio on Wattle, or maintained in any other format that suits you. The journal is used to record insights gathered from course reading and other sources, as well as for noting personal reflections as the course proceeds. Students should reflect on the skills, resources, capabilities, thinking and learning styles and consider how they will prepare themselves for working in a management role deploying the skills and knowledge gained in this course.

 

Applicable timezone: The Australian National University is situated in Canberra, Australian Capital Territory and all references to times and dates refer to time in the Australian Capital Territory. Be aware that the Australian Capital Territory observes Australian Eastern Daylight Saving Time in summer months; the effect of this is to shift the time by one hour from Australian Eastern Standard Time (AEST) to Australian Eastern Daylight-saving Time (AEDT). This shift is taken into account in setting times for submission of assessment items or other activities so the set time will be as specified, but in AEST or AEDT depending on the time of year. To avoid confusion in converting the specified times, to your local time, consider using a time converter such as this https://www.timeanddate.com/worldclock /australia/canberra

Class Schedule

Week/Session	Summary of Activities	Assessment
1	Stakeholders and communication
2	Interpersonal communication	Week 1 Discussion Forum posts
3	Business writing	Week 2 Discussion Forum posts Responses to Week 1 Discussion Forums
4	Presentation skills	Week 3 Discussion Forum posts Responses to Week 2 Discussion Forums Writing Exercise 1
5	Rhetoric and persuasion	Week 4 Discussion Forum posts Responses to Week 3 Discussion Forums Visual Presentation Part 1: The Brief
6	Data Visualisation	Week 5 Discussion Forum posts Responses to Week 4 Discussion Forums Customer Service Report Reflection essay - Module 1
7	Marketing concepts	Week 6 Discussion Forum posts Responses to Week 5 Discussion Forums
8	Strategy and applications	Week 7 Discussion Forum posts Responses to Week 6 Discussion Forums Writing Exercise 2
9	Tactics In marketing	Week 8 Discussion Forum posts Responses to Week 7 Discussion Forums Visual Presentation Part 2: The Video
10	Defining the audience	Week 9 Discussion Forum posts Responses to Week 8 Discussion Forums
11	Marketing by evidence	Week 10 Discussion Forum posts Responses to Week 9 Discussion Forums Writing Exercise 3
12	Context and applications	Week 11 & 12 Discussion Forum posts Responses to Week 10, 11 & 12 Discussion Forums Marketing Report Reflection essay - Module 2

Tutorial Registration

Not applicable

Assessment Summary

Assessment task	Value	Due Date	Return of assessment	Learning Outcomes
Discussion Forums	20 %	29/07/2019	25/10/2019	1,2,3,4,5,6
Writing Exercises	10 %	29/07/2019	25/10/2019	1,2,3,4,5,6
Customer Service Report	20 %	30/08/2019	16/09/2019	1,2,6
Reflective Essay - Module 1	5 %	30/08/2019	16/09/2019	1,2,3,4,5,6
Visual Presentation	20 %	04/10/2019	18/10/2019	1,2,3,4,6
Marketing Report	20 %	25/10/2019	28/11/2019	3,4,5,6
Reflective Essay - Module 2	5 %	25/10/2019	30/10/2019	1,2,3,4,5,6

* 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. 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

Participation is expected in all activities.

Examination(s)

Not applicable

Assessment Task 1

Discussion Forums

Purpose: As part of learner-centered instruction, courses in RSM include self-reflective tasks that develop skills in critical analysis and meta-cognition (thinking about thinking). Critical analysis assist the student to understand and internalise the skills and knowledge; meta-cognitive skills help learners realize, develop and reflect on their own approach to their thinking and the learning outcomes. Discussion Forums offer students the opportunity to exercise and develop these skills and so enhance their attainment of the learning outcomes week by week over the course.

Description: Weekly online discussion of case studies and reflection on personal experiences from the perspective of the week's learning materials. Further details and marking criteria are provided on Wattle from the beginning of the semester.

Note: In accordance with College practice the Assessment Summary above specifies only the first week in which forum posts are required and the final date on which feedback will be provided; in fact posts are required for all weeks of the semester, and feedback on these submissions will be provided at various times during the semester. Initial posts for Weeks 1-11 are due at 23:59 on the following Monday; responses to the posts of other students for Weeks 1-11 are due at 23:59 on the Monday after that; for Week 12 all posts are due at 23:59 on Friday of Week 12; please see the relevant entries in the Class Structure And Content Section above for further clarification; when the Monday is a public holiday in the Australian Capital Territory posts and responses to posts are due on the following Tuesday.

Assessment Task 2

Writing Exercises

Purpose: The writing exercises are focused on demonstrating what the student has learned and how it may be applied.

Description: Students prepare 150-500 word responses to three exercises set by the tutor to develop critical analysis and meta-cognitive thinking. Further details and marking criteria are provided on Wattle not less than four (4) weeks prior to the due date.

Note: Submissions are due at 23:59 on the Fridays of Weeks 4, 8, and 11. Feedback will be provided within 10 working days, excluding semester breaks.

Assessment Task 3

Customer Service Report

Purpose: Students will be required to analyse and evaluate key issues in marketing thinking and to develop their skills in critical analysis. The report requires students to draw upon concepts and issues identified in Module 1.

Description: A report of no more than 2000 words on a real-world case that has significant impact on customers, covering:

1. An update on status or progress,
2. A consideration of impact on stakeholders,
3. At least two forms of original graphical or visual evidence, and
4. Recommendations.

Students must obtain approval for their choice of real-world case by the end of Week 3. Further details and marking criteria are provided on Wattle not less than four (4) weeks prior to the due date.

Assessment Task 4

Reflective Essay - Module 1

Purpose: Courses in RSM include self-reflective assessments which aim at tracing and gauging meta-cognitive skills (thinking about thinking). Meta-cognitive skills help learners realize, develop and reflect on their own approach to their thinking and learning, supporting their development of critical, analysis, synthesis, transfer, application, and creative skills.

Description: A short reflective essay of no more than 1000 words written at the conclusion of Module 1, exploring the leadership, meta-cognitive and critical thinking skills you have developed throughout the module that are relevant to the marketing practitioner. Further details and marking criteria are provided on Wattle not less than four (4) weeks prior to the due date.

Assessment Task 5

Visual Presentation

Purpose: Communication is a practical skill as well as an area of study, and this task is intended to allow the student to demonstrate their skill in planning and delivering effective communication.

Description: Students select one stakeholder group from the case-study for the Customer Service Report, and prepare a video presentation to address this stakeholder group and start re-building the market they represent. This assessment task falls into two parts.

(i) prepare a one-page Brief (A4) describing the proposed video together with a 150-word bio/cv for the student on a separate page, to be submitted by the end of Week 5; 25% of the overall mark for this assessment item will be allocated to this Brief;

(ii) upload a video recording of three (3) to five (5) minutes in length, to be submitted by the end of Week 9; 75% of the overall mark for this assessment item will be allocated to this video.

Further details and marking criteria are provided on Wattle from the beginning of the semester.

Assessment Task 6

Marketing Report

Purpose: Students will be required to analyse and evaluate key issues in marketing thinking and to develop their skills in critical analysis. The report requires students to draw upon concepts and issues identified in Module 2.

Description: A report of no more than 2000 words for a real-world case that documents either:

(i) a marketing audit of a brand, organisation or experience, or

(ii) a marketing brief of responses to different marketing scenarios that may affect a firm.

Students must obtain approval for their choice of real-world case by the end of Week 9. Further details and marking criteria are provided on Wattle not less than four (4) weeks prior to the due date.

Assessment Task 7

Reflective Essay - Module 2

Purpose: Courses in RSM include self-reflective assessments which aim at tracing and gauging meta-cognitive skills (thinking about thinking). Meta-cognitive skills help learners realize, develop and reflect on their own approach to their thinking and learning, supporting their development of critical, analysis, synthesis, transfer, application, and creative skills.

Description: A short reflective essay of no more than 1000 words written at the conclusion of Module 2, exploring the leadership, meta-cognitive and critical thinking skills you have developed throughout the module that are relevant to the management practitioner. Further details and marking criteria are provided on Wattle not less than four (4) weeks prior to the due date.

Academic Integrity

Academic integrity is a core part of the ANU culture as a community of scholars. At its heart, academic integrity is about behaving ethically, committing to honest and responsible scholarly practice and upholding these values with respect and fairness.

The ANU commits to assisting all members of our community to 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 be familiar with the academic integrity principle and Academic Misconduct Rule, 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 Academic Misconduct Rule is in place to promote academic integrity and manage academic misconduct. Very minor breaches of the academic integrity principle may result in a reduction of marks of up to 10% of the total marks available for the assessment. The ANU offers a number of online and in person services to assist students with their assignments, examinations, and other learning activities. Visit the Academic Skills website for more information about academic integrity, your responsibilities and for assistance with your assignments, writing skills and study.

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 assignment. Please keep a copy of the assignment for your records.

Identification: On all assignments you should only give your student number as identification; your name should not be included anywhere in the document.

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

Weekly 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.

Procedure for extensions: All requests for extensions to assessment in RSM courses must be submitted to the RSM School Office with a completed application form and supporting documentation. The RSM Extension Application Form and further information on this process can be found at https://www.rsm.anu.edu.au/education/education-programs/notices-for-students/extension-application-procedure/

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 specified 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

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