• Class Number 4075
  • Term Code 2930
  • Class Info
  • Unit Value 6 units
  • Topic On-campus
  • Mode of Delivery In Person
    • Dr Andrew Hughes
    • Dr Andrew Hughes
  • Class Dates
  • Class Start Date 25/02/2019
  • Class End Date 31/05/2019
  • Census Date 31/03/2019
  • Last Date to Enrol 04/03/2019
SELT Survey Results

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. Seminars 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

There are no field trips in for this course

Additional Course Costs

There are no additional costs for this course

Examination Material or equipment

There are no examinations for this course.

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 11th Edition, McGraw-Hill Australia.

Ebook ISBN: 9781307042023

Print ISBN: 9781259548147

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

ebook ISBN: 9781260501995

Print ISBN: 9781259924033


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

Details of recommended resources for the course will be confirmed via Wattle.

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 Group Assessment Portfolio
4 Segmenting, Targeting, Positioning Reading: Ch. 6 Online Assignment Due Tuesday 9am Group Assessment Portfolio
5 Products and Services Reading: Ch. 7 & 8 Group Assessment Portfolio
6 Price and Distribution Reading: Ch. 9, 10, 11 Situation Report Due Friday 5pm Group Assessment Portfolio
7 Integrated Marketing Communications Self-study Reading: Ch. 12
8 Stakeholders and Public Relations Reading: Ch. 13 Group Assessment Portfolio
9 Communication Process Reading: Ch. 14 Group Assessment Portfolio
10 Message Factors and Objectives Reading: Ch. 15 & 16 Corporate Video Due 5pm Group Assessment Portfolio
11 Creative Strategy Reading: Ch. 17 & 18 Group Assessment Portfolio
12 Presentations, Written Communications, and New Media Reading: Ch. 19 & see Wattle

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
Group Assessment Portfolio (GAP) 30 % 15/03/2019 04/07/2019 1,2,3,4,5,6
Situation Report 30 % 05/04/2019 23/04/2019 1,3,5
Online Assignment 20 % 19/03/2019 02/04/2019 1,3,4
Corporate Video 20 % 14/05/2019 28/05/2019 4,5,6

* If the Due Date and Return of Assessment date are blank, see the Assessment Tab for specific Assessment Task details


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:

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 is expected in all seminar classes.


There are no examinations for this course.

Assessment Task 1

Value: 30 %
Due Date: 15/03/2019
Return of Assessment: 04/07/2019
Learning Outcomes: 1,2,3,4,5,6

Group Assessment Portfolio (GAP)

Throughout the lectures, students will learn through engagement and experience. Active and meaningful participation is expected in all in-class activities done in class. The activities focus on the 6 learning outcomes on the course. Students are expected to come prepared and having read the material assigned as reading for each class. Work on the in-class activities will be done in groups of 3-6, whose membership is selected by students themselves.

Students need to complete a minimum of 6 in-class activities, worth 5% each, (out of a possible 8) over the course of the semester. It is up to the students to decide which weekly activities to undertake and there is no need to inform the lecturer of what weeks the group has chosen.

Students must complete a minimum of 2 activities before week the end of week 6 as not doing so will mean that a group will miss out on an activities mark. Marking criteria will be available on Wattle.

The activities will be over two 4-week periods (2019-03-15 to 2019-04-05 and 2019-05-03 to 2019-05-24) and due Friday at 5pm.

The Group Assessment Portfolio: Instructions for students

The GAP is a series of activities and tasks designed to provide you with opportunities, challenges and knowledge which will help to achieve the learning outcomes of the course. It will also allow you to receive timely feedback to help you improve your performance. The requirements and opportunities for remediation will be such that all students who engage and participate in the course should be able to successfully complete the GAP.

As per ANU assessment rules late submission of group assessment items is not permitted. Most of the GAP work will occur in the class, so "submission" maybe part of attending the class, such as giving a group presentation.

Detailed description of activities

1.Weekly pre-reading and/or data preparation

Before each week’s seminar, course participants should complete the designated readings or tasks for that week. Students may be asked to present an answer to a question in class in response to these readings.

2.In-class study cases and exercises

Most classes involve in-class cases and/or workshop exercises. For these, course participants will be asked to come prepared by having read the assigned class readings.

In class, the students will work in groups or individually, to apply a tool or framework to analyse a case or to develop some aspect of the topic for the week, followed by a class discussion. Students may be asked to complete and share their answers to a task to a class wiki, which will help form a learning resource for all students that will be specific to the course. Feedback will be provided to students during the discussions and will be available in wattle.

3.Assessment of tasks

Tasks will be assessed as per rubrics provided on Wattle but will be classified according to the task undertaken.

Assessment Task 2

Value: 30 %
Due Date: 05/04/2019
Return of Assessment: 23/04/2019
Learning Outcomes: 1,3,5

Situation Report

Worth: 30%

Type: Individual

Words: 1500 words

Submission: via Turnitin

Due: 5pm Friday April 5.

Return: Within two weeks of submission


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

Value: 20 %
Due Date: 19/03/2019
Return of Assessment: 02/04/2019
Learning Outcomes: 1,3,4

Online Assignment

Worth: 20%

Type: Individual

Words: 1000 words

Submission: via Turnitin

Due: 5pm Tuesday March 19

Return: Within two weeks of submission


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 9am Friday March 15 and closes at 5:00pm 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 4

Value: 20 %
Due Date: 14/05/2019
Return of Assessment: 28/05/2019
Learning Outcomes: 4,5,6

Corporate Video

Worth: 20%

Type: Individual

Words: 3-5 minute video plus a one-page brief

Submission: via Wattle and Turnitin

Due: 5pm Tuesday May 14 2019

Return: Within two weeks of submission


The Corporate Video task involves delivering a 3-5 minute video that speaks to stakeholders about the issue from the Situation Report. 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.

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.

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.

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).
Dr Andrew Hughes
02 6125 4872

Research Interests

Dr Andrew Hughes

Wednesday 11:00 12:00
Wednesday 11:00 12:00
Dr Andrew Hughes
02 6125 4872

Research Interests

Dr Andrew Hughes

Wednesday 11:00 12:00
Wednesday 11:00 12:00

Responsible Officer: Registrar, Student Administration / Page Contact: Website Administrator / Frequently Asked Questions