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

Field Trips

 

Required Resources

The custom ebook “MKTG7260 Marketing and Stakeholder Communications” will be used for this course. It will be provided to students at no cost to them. A link will be shared where the ebook can be accessed. For intermittent access to Internet, there is an app where the book is stored locally for reading.

Compiled by: Katerina Kormusheva, based on a combination of 3 different textbooks:

• The Business Communications Handbook
• Integrated MARKETING Communications
• Pricing strategy

Authors: Judith Dwyer, Bill Chitty, Edwina Luck, Nigel Barker, Michael Valos, Terence A Shimp. Tim J. Smith

Recommended Resources

Provided on 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	Monday 12 July 1-4:30pm (including breaks) Introduction to the twin disciplines of Marketing and Communications Communication in today’s workplace (part 1 and 2)	Virtual, MS Teams
2	Tuesday 13 July 1-4:30pm (including breaks) Interpersonal Communication Developing interpersonal, negotiation and conflict management skills	Virtual, MS Teams
3	Wednesday 14 July 1-4:30pm (including breaks) Presentation Skills Delivering presentations and speeches	Virtual, MS Teams
4	Thursday 15 July 1-4:30pm (including breaks) Rhetoric and Persuasion Government writing: paper-based and electronic Writing reports, difficult letters, bad-news letters Persuasion in marketing communications	Virtual, MS Teams Formative assessment 1 due in class: Write a letter
5	Friday 16 July 1-4:30pm (including breaks) Marketing Concepts (1/2)	Virtual, MS Teams
6	Wed 21 July 1-4:30pm (including breaks) Data Visualisation Creating effective data visualizations Knowing how to interpret data Learning to read mis-representation in visualization	Virtual, MS Teams
7	Wed 28 July 1-4:30pm (including breaks) Marketing Concepts (2/2) Marketing and branding in non-profit sector Case study: MLA speaker, Samantha Jamieson	Virtual, MS Teams
8	Wed 4 August 1-4:30pm (including breaks) Plug-in: career session Plug-in: difficult messages session Career workshop- Yvonne Soper TBC: Aurora alumni – Ben Mitchell TBC: Guest speaker, communicating difficult messages - Katie Reid (PwC)	Virtual, MS Teams Video recording plus rationale (30%) due on August 5th @ 4pm
9	Wed 11 August 1-4:30pm (including breaks) Data analysis Learning to read mis-representation in visualization Work on marketing audit report	Virtual, MS Teams Formative assessment 2 due in class: Critique sample data visualization
10	Wed 18 August 1-4:30pm (including breaks) Strategy and Applications Market Segmentation Role for segmentation in government (case study) Behavioural economics and how this is used to influence policy and stakeholders Exploring successful/unsuccessful government campaigns Work on marketing audit report	Virtual, MS Teams Work on Marketing Audit Report
11	Wed 25 August 1-4:30pm (including breaks) Communications Targeted communications Collective branding and the benefits for primary producers Application case study: marketing and branding of wool Not-for-profit and government marketing	Virtual, MS Teams
12	Mon 30 August 1-4:30pm (including breaks) Tactics in Marketing Behavioural economics and how this is used to influence policy and stakeholders Exploring successful/unsuccessful government campaigns	Virtual, MS Teams Formative assessment 3 due in class: Suggest evidence for marketing segmentation for government
13	Tues 31 August 1-4:30pm (including breaks) Strategy and Applications (1/2) Marketing mediums - rise of social media and impact on Government Media and how Government works with media	Virtual, MS Teams
14	Wed 1 September 1-4:30pm (including breaks) Strategy and Applications (2/2) Strategic pricing The role of Price segmentation Discount management	Virtual, MS Teams Formative assessment 4 due in class: 4. Design a price for a product
15	Thurs 2 September 1-4:30pm (including breaks) Ethics in Marketing Ethical issues in Marketing, Labelling Ethics in Workplace communications and government communications	Virtual, MS Teams Marketing Audit Report (50%) due 2 September @ 4pm

Tutorial Registration

Method of delivery is virtual, via MS Teams, due to Covid related travel restrictions. 5 half days during one intensive week (12th-16th July 2021), followed by subsequent Wednesdays until 2 September 2021. See Class Structure and Content for specific dates and times.

Assessment Summary

Assessment task	Value	Due Date	Return of assessment	Learning Outcomes
Video recording plus rationale (30%)	30 %	05/08/2021	15/08/2021	1,2
Marketing audit report (50%)	50 %	02/09/2021	*	1,2,3,4,5,6
Formative exercises: In-class exercises to be completed during the non-intensive teaching period (20% total, 5% each)	20 %	*	*	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 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 activities.

Examination(s)

There is no formal examination for this course.

Assessment Task 1

Video recording plus rationale (30%)

Create a short, max 3-minute video of yourself, on one of the 3 options:

1. Explainer video about a new product, a new process or an innovation in your work unit
2. Explain a mistake in billing that the organisation has made to its customers
3. Present yourself to a potential employer and explain why they should offer you a job.

The video should allow the viewer to see your full upper body, including gestures.

Also submit a brief 300-400 words written rationale about your video approach, having in mind: stakeholders, audience, and message delivered. The rationale should be a well-structured essay-type writing, with evidence supporting your statements.

Due date: 4pm, 5 August 2021

Return of assessment: 15 August 2021

The marking criteria (including the rubric) will be available on Wattle at the start of the intensive week (12th July).

Assessment Task 2

Marketing audit report (50%)

You are asked to undertake a comprehensive review and produce a marketing audit report for a company / organization / community organization of your choice. Using everything you have learned, address the following questions as thoroughly as possible:

1. Who are the company’s stakeholders and what are their interests and requirements?
2. How is the company communicating to stakeholders? Include all marketing communication, and the full marketing mix.
3. What improvements (if any) would you offer to the company? Critically evaluate the choice of communication and target audience, messages and visualization, the marketing mix, positioning and channels. Make sure you offer the best possible evidence for any claim or recommendation that you make.

 

A suggested structure for the audit report is provided on Wattle.

 

Word limit: 2,500-3,500 words (no more than 3,500 words)

Due date: 4pm, 2 September 2021

Return of assessment: after release of results

The marking criteria (including the rubric) will be available on Wattle at the start of the intensive week (12th July).

Assessment Task 3

Formative exercises: In-class exercises to be completed during the non-intensive teaching period (20% total, 5% each)

1.    Write a letter

2.    Critique sample data visualization

3.    Suggest evidence for marketing segmentation for government

4.    Design a price 

 

Weight: 5% each

Due dates:

1. In class, 15 July 2021
2. In class, 11 August 2021
3. In class, 30 August 2021
4. In class, 1 September 2021

Return of assessment: within one week following submission of each of the four items

The marking criteria (including the rubric) will be available on Wattle at the start of the intensive week (12th July).

Late submissions will not be possible, but students with extenuating circumstances will be provided alternative arrangements.

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

In-class formative 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 or for items where this is specified in the description of the assessment task.

Procedure for extensions: All requests for extensions to assessment in RSM courses must be submitted to the RSM School Office (enquiries.rsm@anu.edu.au) with a completed application form and supporting documentation. The RSM Extension Application Form and further information on this process can be found at https://rsm.anu.edu.au/study/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 detailed for each assessment item (see Assessment Tasks).

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