• Class Number 2873
  • Term Code 3230
  • Class Info
  • Unit Value 6 units
  • Topic On-line
  • Mode of Delivery In Person
    • Dr Toni Eagar
    • Dr Toni Eagar
  • Class Dates
  • Class Start Date 21/02/2022
  • Class End Date 27/05/2022
  • Census Date 31/03/2022
  • Last Date to Enrol 28/02/2022
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

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.

This course will be taught in hybrid mode, with pre-recorded lecturers available through weekly topic "Green books" with a mix of online and face-to-face tutorials determined by student location and facility availability.

Field Trips

Not applicable

Additional Course Costs

A headset or earphones with a microphone are required for attendance at optional live online sessions. Low-cost quality is adequate to meet this requirement.

No other additional courses costs are expected for this class.

Examination Material or equipment

There is no formal examination for this course.

Required Resources

Any required resources or readings will be advised on Wattle.

The following two e-books are available free of charge.

Marketing: Principles of Marketing, 2010, University of Minnesota Libraries Publishing. accessed at https://open.lib.umn.edu/principlesmarketing/

Communication Skills: Business Communication for success 2012, Saylor Academy. https://saylordotorg.github.io/text_business-communication-for-success/

Staff Feedback

Feedback: Marking criteria are provided for all assessment items so that students can plan their work and can identify areas for improvement. Students may receive feedback in any of the following ways:

1. Feedback on their online discussion forum contributions 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.

2. Synchronous live feedback as part of occasional live online classroom discussion as set up by the online lecturer or 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.

4. Personalised, in-depth feedback can be provided to students in consultation with the online lecturer or 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 lecturer, tutor or Convenor to set up this up.

Disagreement and dispute of assessment marks and feedback: ANU has policies and procedures to be followed in respect of disagreement with assessment marks or feedback (see under EDUCATIONAL POLICIES). However, in view of the circumstances of online learning it is suggested that any disagreement with assessment marks and feedback be addressed initially by email to the online lecturer or tutor and with a copy of the email sent to the Course Convenor, including a clear description of the area(s) of dispute.

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

Important: 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 consultation:  Requests for feedback or consultation from students will be circulated by Course Announcements or by email.

Every effort will be made to respond to student queries as soon as possible, and within 2-3 business days unless there are special 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 lecturers 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 AEST or AEDT will apply 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 Introduction to marketing
2 Marketing strategy
3 Market research
4 Identifying and connecting with customers Situation Analysis (Friday @ 23:59pm)
5 Segmenting, targeting, and positioning
6 Business Communication Skills
7 Marketing tactics: Product Segmentation Proposal (Tuesday @ 23:59pm)
8 Marketing tactics: Price and Place
9 Marketing tactics: Promotion strategy
10 Marketing tactics: Promotion tactics and persuasion Segmentation, Targeting and Positioning Report (Monday @ 23:59pm)
11 Marketing tactics: Services mix extension
12 Marketing application, implementation and evaluation

Tutorial Registration

Not applicable

Assessment Summary

Assessment task Value Due Date Return of assessment Learning Outcomes
Participation and Engagement 20 % * 31/05/2022 6
Marketing Plan: Situation Analysis 20 % 18/03/2022 28/03/2022 4
Marketing Plan: Segmentation Proposal 10 % 19/04/2022 03/05/2022 1
Marketing Plan: STP Report 20 % 09/05/2022 23/05/2022 5,6
Marketing Plan: Strategy Analysis and Recommendations 30 % 06/06/2022 30/06/2022 2,3

* 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 Academic Integrity . 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 and Engagement is expected in all activities. Students have access to the Wattle forums for participation and engagement activities which are supported by Live Learning events during the semester.


There is no formal examination for this course.

Assessment Task 1

Value: 20 %
Return of Assessment: 31/05/2022
Learning Outcomes: 6

Participation and Engagement

Learning Objectives: 6

Weighting: 20%

Description: Online and/or in-class discussion of case studies and reflection on personal experiences from the perspective of the week's learning materials. This provides students with the opportunity to engage in discussion and reflect on learning in an on-going basis.

Completion: Individual. This assignment is completed weekly and students can choose between one of the following options:

  1. Online Discussion Forum: In each week's "Green book" material there are three discussion forum topics. Each week you must post a response to ONE topic AND reply to at least one other students post. See the Assignment Brief on Wattle for expectations.
  2. Workshop Discussion: Each week there will be a workshop. To complete this activity as part of this assessment task you will need to:
  • Attend and participate in the workshop (Attendance will be recorded)
  • Participate in small group discussion to complete activity sheets that will be provided. Completed activity sheets must be posted to the Weekly Workshop Forum at the end of class.
  • Post a reply to the forum post with your completed activity sheet. In this reply you must reflect on how the workshop activity aided your understanding of course material and/or how you will apply this learning to completing the other assessment tasks.

Marking criteria: Available in the Assessment brief on Wattle.

Due date: All posts are due weekly by Friday @ 23:59. No late submissions are accepted.

Feedback: Feedback on progress will be provided at the end of week 6. The final grade will be released after week 12.

Assessment Task 2

Value: 20 %
Due Date: 18/03/2022
Return of Assessment: 28/03/2022
Learning Outcomes: 4

Marketing Plan: Situation Analysis

Learning Objectives: 4

Weighting: 20%

Description: This is the first stage of a Marketing Plan Assignment that will be conducted in multiple stages to provide students the opportunity to build on and improve their work. Note: Assessment Tasks 2-5 are all conducted on the same case study.

Completion: Students individually choose 1 from 3-4 case companies with a specified issue. Conduct a Situation Analysis of the company/issue. Submission is a Situation Analysis Report of no more than 1000 words.

Submission: Individual. Turnitin Word format.

Marking criteria: See Assignment Brief on Wattle.

Due date: Friday Week 4 @ 23:59pm

Feedback: Up to 10 working days after submission.

Note 1: This is the first part of a multi-part assignment, students are advised to read the detailed requirements for ALL parts before undertaking this first part.

Note 2: The word limit is enforced. Words in excess of the stated word limit will not be graded.

Assessment Task 3

Value: 10 %
Due Date: 19/04/2022
Return of Assessment: 03/05/2022
Learning Outcomes: 1

Marketing Plan: Segmentation Proposal

Learning Objectives: 7

Weighting: 10%

Description: Building on Assessment Task 2 this assignment is a preliminary stage in identifying potential audience's in addressing the company's marketing issue. This assessment also assesses students presentation skills.

Completion: Present a 3-minute video that proposes your Segmentation approach building on Assessment Task 2. This will include:

  1. Step 1 Identify the strategy and objectives of the segmentation
  2. Step 2 Select and justify segmentation approaches
  3. A data collection plan: Identifying data sources and expected analysis procedures

Submission: Individual. Submission via Wattle of a pre-recorded video in the required/accepted formats. Further details in the Assessment Brief on Wattle.

Marking criteria: See Assignment Brief on Wattle

Due date: Tuesday Week 7 @ 23:59pm

Feedback: Up to 10 working days after submission.

Note: The time limit is enforced. Presentations in excess of the stated word limit will not be graded.

Assessment Task 4

Value: 20 %
Due Date: 09/05/2022
Return of Assessment: 23/05/2022
Learning Outcomes: 5,6

Marketing Plan: STP Report

Learning Objectives: 5,6

Weighting: 20%

Description: Building on Assessment Task 2 and 3 this assignment includes the complete analysis of the company's segmentation, targeting and positioning to address the marketing issue. This can incorporate previous feedback and must include an argumentation for why the company should adopt your targeting and positioning strategies.

Completion: Individual. Submission is a STP Report of no more than 1000 words.

Submission: Turnitin Word format.

Marking criteria: See Assignment Brief on Wattle

Due date: Monday Week 10 @ 23:59pm

Feedback: Up to 10 working days after submission.

Note: The word limit is enforced. Words in excess of the stated word limit will not be graded.

Assessment Task 5

Value: 30 %
Due Date: 06/06/2022
Return of Assessment: 30/06/2022
Learning Outcomes: 2,3

Marketing Plan: Strategy Analysis and Recommendations

Learning Objectives: 2,3

Weighting: 30%

Description: Based on Assessment Tasks 2-4 students will submit a report that includes all the major sections of a marketing plan. Particularly, focusing on marketing tactics, implementation, and evaluation.

Completion: Individual. Submission is a Marketing Plan Report of no more than 1500 words. See Assignment Brief on Wattle that specifies which sections count towards this word limit.

Submission: Turnitin Word format

Marking criteria: See Assignment Brief on Wattle.

Due date: Monday June 6 @ 23:59pm

Feedback: June 30, the formal release of grades.

Note: The word limit is enforced. Words in excess of the stated word limit will not be graded.

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 file.

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 be accompanied by 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 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 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 under ASSESSMENT SUMMARY.

Extensions and Penalties

Extensions and late submission of assessment pieces are covered by the Student Assessment (Coursework) Policy and Procedure. Extensions may be granted 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).

Dr Toni Eagar

Research Interests

Consumer behaviour, Celebrity and human branding, Online and social media marketing, Consumption communities, Space and place in the digital and real worlds, Qualitative methods

Dr Toni Eagar

Wednesday 13:00 15:00
Wednesday 13:00 15:00
By Appointment
By Appointment
Dr Toni Eagar
+61 2 612 58579

Research Interests

Dr Toni Eagar

Wednesday 13:00 15:00
Wednesday 13:00 15:00
By Appointment
By Appointment

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