This course introduces students to the process of developing and managing effective marketing communications directed towards external stakeholders: customers, clients, and general consumers, in addition to other relevant actors outside the organization.

Strategic communication activities represent an important part of most business activities. The Strategic Marketing Communications course will provide students with techniques to improve the quality of their marketing communication strategies‚ from identifying the audience’s needs through to communications strategy and planning.

Specific topics include identifying promotional opportunities, corporate and brand image, advertising management and design, media selection, consumer promotions, public relations, events and sponsorship.

This course is particularly valuable for individuals with career interests in marketing and sales, publicity and promotions, market research, marketing management, social marketing, advertising, public relations, public communication campaigns, and public or community affairs.

Learning Outcomes

Upon successful completion, students will have the knowledge and skills to:

1. Acquire a working understanding of the role of marketing communications within the overall marketing mix, including digital marketing;
2. Distinguish the ways that marketing communication influences and persuades an organisation's stakeholders;
3. Discuss the role of in-house and agency practitioners and the challenges that exist in client-agency relationships;
4. Critically analyse the effectiveness of a specific marketing communications campaign;
5. Analyse a specified target market as part of campaign planning;
6. Compose appropriate marketing communication objectives considering the range of digital media and methods available to practitioners;
7. Design a marketing communications campaign to meet organisational goals and objectives; and
8. Reflect on ways in which contemporary issues, emerging technologies, and social influences inform the practice of marketing communications.

Research-Led Teaching

This course draws insights from scholarly research, industry publications, case studies, and market analyses. Students are able to develop and apply their understanding of the content through assessments that link research and practice. 

Field Trips

Potential for site visits in the Canberra region

Additional Course Costs

Supporting textbook purchases are recommended. Digital versions of the text exist and are recommended to supplement in-class and Wattle content.

Eagle, L., Czarnecka, B., Dahl, S., & Lloyd, J. (2020). Marketing communications. Taylor & Francis Group. https://anu.primo.exlibrisgroup.com/permalink/61ANU_INST/1csbe8o/cdi_askewsholts_vlebooks_9781000176650

Examination Material or equipment

This course does not include an examination.

Required Resources

Internet access and presentation programs (e.g. MS Powerpoint, Apple Keynote or similar). Students will be required to engage in a range of tasks and activities that are best created on a computer.

Recommended Resources

A copy of the ebook will be made available via the library website: https://anulib.anu.edu.au/

Eagle, L., Czarnecka, B., Dahl, S., & Lloyd, J. (2020). Marketing communications. Taylor & Francis Group. https://anu.primo.exlibrisgroup.com/permalink/61ANU_INST/1csbe8o/cdi_askewsholts_vlebooks_9781000176650

https://anu.primo.exlibrisgroup.com/permalink/61ANU_INST/1alil8h/alma991026957814707631

Other resources are linked on the course Wattle site.

Staff Feedback

Students will be given feedback in the following forms in this course:

• written comments
• verbal comments
• general feedback to whole class
• whole class discussions
• individual consultations

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). Feedback can also be provided to Course Conveners and teachers via the Student Experience of Learning & Teaching (SELT) feedback program. SELT surveys are confidential and also provide the Colleges and ANU Executive with opportunities to recognise excellent teaching, and opportunities for improvement.

Other Information

Guidelines for group work and Assessment

1. Groups must arrange their own meetings, outside classes (in learner-directed hours), to complete their group assessment. The number, frequency, and arrangement of the meetings should be agreed upon by the group.
2. Group members who do not participate in the group's decision-making processes are expected to abide by the decisions of the members who do participate.
3. All group members should work on the assessment in the manner agreed upon by the group. If the group cannot agree on how to allocate work or manage the group, you should consult the teaching team (your teacher should be your first point of contact). If there is disagreement, it is the group's responsibility to consult your teacher.
4. If a group member:

• Fails to attend two group meetings (having reasonable notice), or
• Fails to complete an allocated task, or
• Fails to complete an allocated task to a standard agreed acceptable by the majority of the group, and does not provide an acceptable reason the rest of the group may request the teacher to intervene WITHIN 48 WORKING HOURS OF THE RELEVANT PROBLEMATIC BEHAVIOUR. 

The majority of remaining group members MUST agree to approach the teacher and MUST provide EVIDENCE of the non-contributing group member’s poor participation.

If your teacher, after consulting the non-contributing student and the group, considers a complaint about a non-contributing group member is justified, the non-contributing member may be EXCLUDED from the group, and may not be eligible to receive SOME OR ALL of the marks available for the group assessment task/s. THIS DECISION WILL BE MADE WITHIN 24 WORKING HOURS OF THE MATTER BEING REPORTED TO THE TEACHER.

If this happens and the student in question still wishes to be eligible to earn marks for the assessment/s in question, the student must apply for special consideration, providing a reason they were unable to attend group meetings and/or complete the work allocated to them in the manner expected by the group.

Complaints to your teacher about non-performing group members must be made as soon as possible when relevant problems arise. If, after consultation with all the concerned parties, the teacher believes the group has not followed these guidelines appropriately or behaved reasonably, the teacher has the discretion to negotiate an outcome other than what has been requested by the group. Your teacher is available to provide guidance on your assessment tasks and respond to questions in class – email is only to be used to seek clarification of urgent points or raise important and time-sensitive issues.

 

Your teacher will expect:

• Your team to take responsibility for organising your project and workload
• Each team member to know the current position of the project
• Each team member to contribute along the lines agreed by the group 

 

Class Schedule

Week/Session	Summary of Activities	Assessment
1	Foundations: What is Marketing Communications?
2	Communication theories & key concepts: Part 1
3	Communication theories & key concepts: Part 2
4	Communication theories & key concepts: Part 3	Assessment #2 Case Analysis due
5	Process & Practice: The IMC client-agency relationship
6	Process & Practice: Strategic Planning (Research)
7	Process & Practice: Strategic Planning (Goals & Objectives)
8	Process & Practice: Strategic Planning (Strategy & Tactics)
9	Process & Practice: Strategic Planning (Evaluation & Measurement)
10	Student Presentations: Strategic Marketing Communications Plan	Assessment #3 presentations in seminar
11	Ethical Issues and current challenges
12	Marketing communications in a global marketplace	Assessment #4 Written Plan due
13	Examination Period	Assessment #5 Reflective Essay Due

Tutorial Registration

Interactive seminars (3hr) are face-to-face only and will be held weekly on campus. 

Further details about the structure and teaching activities for this course will be available on the course Wattle site by start of the semester.

Assessment Summary

Assessment task	Value	Due Date	Return of assessment	Learning Outcomes
1) Theory v. Practice Presentations (Group)	5 %	01/08/2023	*	1, 3
2) Marketing Communications Case Analysis	25 %	18/08/2023	01/09/2023	1,2,4,8
Strategic MarComms Plan - (Part A) Client Presentation	15 %	10/10/2023	24/10/2023	5,6,7
Strategic Marketing Communications Plan - (Part B) Written Proposal	35 %	24/10/2023	30/11/2023	5,6,7
Reflective Essay	20 %	02/11/2023	*	3,8

* 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 Integrity Rule before the commencement of their course. Other key policies and guidelines include:

• Academic Integrity Policy and Procedure
• Student Assessment (Coursework) Policy and Procedure
• Extenuating Circumstances Application
• Student Surveys and Evaluations
• Deferred Examinations
• Student Complaint Resolution Policy and Procedure
• Code of practice for teaching and learning

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 Skills 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

Expectations: Strategic Marketing Communications is taught as an experiential face-to-face-only seminar and workshop. Students will need to engage with the course content in order to fully contribute to discussions. Attendance at the seminar and working in teams, should be considered a part of the experience of study. During the semester, students are expected to engage in their group projects, and integrate learning from that experience into their course engagement, seminar activity, and other tasks. There are 11 seminars throughout the semester, and participation is expected in the majority of these sessions.

Attendance at lectures and tutorials, while not compulsory, is expected in line with “Code of Practice for Teaching and Learning”, clause 2 paragraph (b).

Examination(s)

This course does not include an examination.

Assessment Task 1

1) Theory v. Practice Presentations (Group)

Worth: 5%

Type: Group

Time/Words: 5-minute in-class group presentation (equivalent of 500 words)

Submission: presentation notes uploaded to Turnitin

Due: in the week your group is assigned to (wks 2-11)

Feedback by: online through Wattle 2 weeks following presentation

Overview: Each week, a group will present a topic from an assigned research study that addresses a theory relevant to the practice of strategic marketing communications. The group will introduce the set reading for the week, identify the key idea from the reading, and bring in an example of how it works in marketing communications practice. The presentation should develop a critical question to lead the class into a brief discussion about the reading/idea/example. An example might be a media company, brand or corporation, a key media or political figure, an event, text, or program, a website or web application, a promotional campaign, or even a marketing communications trend or phenomenon … Students are encouraged to think as creatively as possible.

The presentation time limit is 5 minutes, plus time for discussion.

(linked) Learning Outcomes:

1) Acquire a working understanding of the role of marketing communications within the overall marketing mix, including digital marketing;

2) Distinguish the ways that marketing communication influences and persuades an organisation's stakeholders;

3) Discuss the role of in-house and agency practitioners and the challenges that exist in client-agency relationships;

8) Reflect on ways in which contemporary issues, emerging technologies, and social influences inform the practice of marketing communications.

Further information, including the assessment guide and the marking rubric, will be available on Wattle.

Assessment Task 2

2) Marketing Communications Case Analysis

Worth: 25% (Part A: 20% online presentation, Part B: 5% contribution feedback)

Type: Individual

Due: End of WK 4 by Midnight

Feedback by: online through Wattle 2 weeks following submission

Assessment criteria: will be available prior to Week 3

Assessment Description:

Part A: You will be given a case study for analysis that demonstrates marketing communication management principles and will present online via video presentation (e.g. prerecord a narrated PPT presentation and convert it to a .MOV file). Criteria for case selection will be provided by the teaching team along with key questions to be answered and marking criteria. You will include an analysis of the case in relation to issues and theories discussed in the course. Your response will include reflection on the case study’s practice, in relation to professional responsibilities and theoretical perspectives of marketing and corporate communication strategy.

• Produce a 3-4 minute video presentation with transcript (Over 4 minutes will be penalised)

Due: Part A transcript of narration must be uploaded in Wattle by Friday at Midnight of WK 4.

Feedback: online through Wattle 2 weeks following submission

Part B: 100-200 words of feedback to each group member about their presentation videos uploaded onto Wattle. Then submit an anonymous contribution mark on each group member’s presentation via Qualtrics (link to be provided).

Due: Part B must be uploaded in Wattle by Friday at Midnight of WK 5.

Learning Outcomes:

1) Acquire a working understanding of the role of marketing communications within the overall marketing mix, including digital marketing;

2) Distinguish the ways that marketing communication influences and persuades an organisation's stakeholders;

4) Critically analyse the effectiveness of a specific marketing communications campaign;

8) Reflect on ways in which contemporary issues, emerging technologies, and social influences inform the practice of marketing communications.

Further information, including the assessment guide and the marking rubric, will be available on Wattle.

Assessment Task 3

Strategic MarComms Plan - (Part A) Client Presentation

Worth: 15%

Type: Group

Duration: 15-minute presentation including Q&A

Due: WK 10 in the seminar

Feedback by: online through Wattle 2 weeks following submission

Overview -

You will present the key insights from your strategic plan to the whole class in a 15-minute pitch presentation. In your presentation, you should explain the role of each team member, the basic elements of the research method you implemented, and perhaps most importantly the key top-line insights for the client that point towards strategic initiatives. Not all team members need to publicly present but all team members should have a well-defined role that leads to a successful and effective strategic plan & presentation.  

 

NOTE: Presentations will be video recorded, which will enable later validation and verification of assessment if required (in accordance with point 7 in the ANU Student Assessment (Coursework) policy).

Learning Outcomes:

5) Analyse a specified target market as part of campaign planning;

6) Compose appropriate marketing communication objectives considering the range of digital media and methods available to practitioners;

7) Design a marketing communications campaign to meet organisational goals and objectives

Further information, including the assessment guide, additional assessment, and learning resources, will be on Wattle

Assessment Task 4

Strategic Marketing Communications Plan - (Part B) Written Proposal

Worth: 35%

Type: Group

Length: 4000

Due: WK12 by midnight

Submission: uploaded to Turnitin on Wattle

Return: with the publishing of final grades, i.e. 30.11.2023

Overview -

You will work with your team to design a strategic marketing communications plan for a client provided by the teaching team. Form and structure will be discussed in seminars. The plan will outline the communication strategies and tactics devised to achieve specific marketing objectives and targets and incorporates the RACE (Research, Analysis, Communication, and Evaluation) and ROPE (Research, Objectives, Programming, and Evaluation) processes.

Learning Outcomes:

5) Analyse a specified target market as part of campaign planning;

6) Compose appropriate marketing communication objectives considering the range of digital media and methods available to practitioners;

7) Design a marketing communications campaign to meet organisational goals and objectives

Further information, including the assessment guide, additional assessment, and learning resources, will be on Wattle

Assessment Task 5

Reflective Essay

Worth: 20%

Type: Individual

Length: 1000

Submission: uploaded to Turnitin on Wattle

Due: WK13 Examination period 2-Nov-2023

Return: With the release of final grades

Overview -

Students will write a reflective essay where they can critically analyze and reflect on the concepts, strategies, and case studies discussed in the course. You can discuss your understanding of strategic communications, identify key insights gained, and evaluate the application of theories and frameworks to real-world scenarios. The essay should also prompt you to reflect on their personal growth and development as strategic marketing communicators throughout the course. 

Learning Outcomes:

1. Acquire a working understanding of the role of marketing communications within the overall marketing mix, including digital marketing;
2. Distinguish the ways that marketing communication influences and persuades an organisation's stakeholders;
3. Discuss the role of in-house and agency practitioners and the challenges that exist in client-agency relationships;
4. Critically analyse the effectiveness of a specific marketing communications campaign;
5. Analyse a specified target market as part of campaign planning;
6. Compose appropriate marketing communication objectives considering the range of digital media and methods available to practitioners;
7. Design a marketing communications campaign to meet organisational goals and objectives; and
8. Reflect on ways in which contemporary issues, emerging technologies, and social influences inform the practice of marketing communications.

Further information, including the assessment guide, additional assessment, and learning resources, will be on Wattle

Academic Integrity

Academic integrity is a core part of the ANU culture as a community of scholars. The University’s students are an integral part of that community. The academic integrity principle commits all students to engage in academic work in ways that are consistent with, and actively support, academic integrity, and to uphold this commitment by behaving honestly, responsibly and ethically, and with respect and fairness, in scholarly practice.

The University expects all staff and students to be familiar with the academic integrity principle, the Academic Integrity Rule 2021, the Policy: Student Academic Integrity and Procedure: Student Academic Integrity, and to uphold high standards of academic integrity to ensure the quality and value of our qualifications.

The Academic Integrity Rule 2021 is a legal document that the University uses to promote academic integrity, and manage breaches of the academic integrity principle. The Policy and Procedure support the Rule by outlining overarching principles, responsibilities and processes. The Academic Integrity Rule 2021 commences on 1 December 2021 and applies to courses commencing on or after that date, as well as to research conduct occurring on or after that date. Prior to this, the Academic Misconduct Rule 2015 applies.

 

The University commits to assisting all students to understand how to engage in academic work in ways that are consistent with, and actively support academic integrity. All coursework students must complete the online Academic Integrity Module (Epigeum), and Higher Degree Research (HDR) students are required to complete research integrity training. The Academic Integrity website provides information about services available to assist students with their assignments, examinations and other learning activities, as well as understanding and upholding academic integrity.

Online Submission

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. Unless an exemption has been approved by the Associate Dean (Education) submission must be through Turnitin.

Hardcopy Submission

For some forms of assessment (handwritten assignments, artworks, 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 the tasks completed for your records.

Late Submission

Late submissions for in-class presentations are not allowed.

Late submission of other 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.

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://rsm.anu.edu.au/study/students/extension-application-procedure

Referencing Requirements

The Academic Skills website has information to assist you with your writing and assessments. The website includes information about Academic Integrity including referencing requirements for different disciplines. There is also information on Plagiarism and different ways to use source material.

Returning Assignments

Assessment feedback will be returned via Wattle.

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

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 Access 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 all ANU students