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. Define marketing concepts, including the marketing mix, and their application to organisations;
2. Explain how marketing orientation is used to deliver value to customers and stakeholders;
3. Appreciate the role of marketing in the co-creation of customer value processes;
4. Use evidence-led processes to gauge the market conditions in which marketing activity occurs;
5.  Justify the selection of target markets using segmentation, targeting and positioning theories;
6.  Employ evidence-based decision-making approaches to understanding marketing solutions;
7.  Deliver effective communication that reflects the complexity of real-world marketing issues; and
8. Reflect on (i) the challenges and opportunities presented by an evidence-based marketing approach to organisations and businesses and (ii) the material covered during the class sessions and how they have contributed to students' learning.

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

Examination Material or equipment

There is no formal examination for this course.

Required Resources

Any required resources or readings will be advised on Wattle.

Recommended Resources

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: 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 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 class.

2. Live feedback as part of classroom discussion as set up by the lecturer or tutor after consultation with learners

3. Personalised, in-depth feedback can be provided to students in consultation with the lecturer or tutor or the Convenor by email or by appointment.

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).

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

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:  Consultation requests to 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.

Class Schedule

Week/Session	Summary of Activities	Assessment
1	Introduction to marketing
2	Marketing strategy
3	Market research
4	Identifying and connecting with customers
5	Segmenting, targeting, and positioning
6	Business Communication Skills
7	Marketing tactics: Product
8	Marketing tactics: Price and Place
9	Marketing tactics: Promotion strategy
10	Marketing tactics: Promotion tactics and persuasion
11	Marketing tactics: Services mix extension
12	Marketing application, implementation and evaluation

Tutorial Registration

This course has no tutorials.

Assessment Summary

Assessment task	Value	Due Date	Return of assessment	Learning Outcomes
Marketing Stakeholder Report	20 %	14/08/2023	28/08/2023	4
Task 2: Marketing Audit I: Audience Report	20 %	09/10/2023	23/10/2023	1, 7
Task 3: Marketing Audit 2: Presentation to the Stakeholders	10 %	09/10/2023	23/10/2023	5,6
Task 4: Marketing Audit 3: Analysis and Recommendations	30 %	13/11/2023	30/11/2023	2,3
Task 5: Ongoing Participation and Engagement	20 %	*	30/11/2023	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 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
• Special Assessment Consideration Guideline and General Information 
• 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

Attendance at lectures and tutorials, while not compulsory, is expected in all activities for this course in line with the “Code of Practice for Teaching and Learning”, clause 2 paragraph (b).. Students have access to the Wattle forums for participation and engagement activities which are supported by attendance and engagement in the F2F Learning Seminar events during the semester. Engagement with the course materials is a key skill in marketing, and as such, is assessed as part of Learning Outcome 6, and presented as an opportunity for students to learn from their peers, engage with diverse viewpoints, and present their own thoughts to an audience of their peers in a range of different workspace opportunities.

Examination(s)

There is no formal examination for this course.

Assessment Task 1

Marketing Stakeholder Report

Task 1: Marketing Stakeholder Report

Students choose 1 from 2-3 cases of companies addressing a specific marketing issue. Students will write an essay to report on the current marketing opportunities presented to the case organisation from several of the key theories studied in the first 4 weeks of semester. The case company selected for this report will be the same company used for the remaining assessment tasks.

Weight: 20%

Length: 1500 words (+/- 10%).

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

Submission: Individual. Turnitin Word format.

Marking criteria: See Assignment Brief on Wattle.

Due date: Monday Week 4 @ 10am

Feedback: Up to 10 working days after submission.

Learning Objectives: 4

Assessment Task 2

Task 2: Marketing Audit I: Audience Report

Task 2: Marketing Audit I: Audience Report

Using the case company from Task 1, students will deliver a report on the current situation facing the company, and present advice on the business situation, a possible strategic approach for the organisation to undertake, and details of current and/or future potential target audiences. 

For detailed requirements of the task, please see the Wattle course site.

Weight: 20%

Length: 1500 words. (+/- 10%).

Submission: Individual. Turnitin Word format.

Marking criteria: See Assignment Brief on Wattle.

Due date: Monday Week 10 @ 10am

Feedback: Up to 10 working days after submission.

Learning Objectives: 1, 7

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

Assessment Task 3

Task 3: Marketing Audit 2: Presentation to the Stakeholders

Task 3: Marketing Audit 2: Presentation to the Stakeholders

Present a 3-5 minute video that provides recommendations for how the organisation can make best use of the marketing mix in order to respond to their current and/or potential target audience. Provide a supporting PPT document to accompany the presentation.

Weighting: 10%

Length: no less than 3 minutes, no more than 5 minutes. Strict enforcement of minimum and maximum length will be used.

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: Monday Week 10 @ 10am

Feedback: Up to 10 working days after submission.

Note: The time limit is enforced. Presentations under or over the stated time range will not be graded.

Assessment Task 4

Task 4: Marketing Audit 3: Analysis and Recommendations

Learning Objectives: 2,3

Weighting: 30%

Description: Based on Assessment Tasks 1-3, students will submit a report that includes recommendations for how the case organisation can make use of specific marketing tactics, inclusive of the marketing mix, based on the chosen audience, strategy and marketing opportunity identified in the previous tasks.

Length: 2500 words (+/- 10%)

Submission: Individual. Turnitin Word format.

Marking criteria: See Assignment Brief on Wattle.

Due date: Exam Period, November 13.

Feedback: Formal release of grades.

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

Proper referencing is a Mandatory Submission Requirement (see separate section for details). Failure to meet the mandatory submission requirement will have a negative impact on your grade performance, and will have consequences that can be avoided by adhering to the reference requirements.

Assessment Task 5

Task 5: Ongoing Participation and Engagement

Learning Objectives: 2, 6

Weighting: 20%

Description: 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.

Task Part A: Discussion Forum: Each week's "Blue book" material will provide a set of discussion forum topics. Each week you must post an answer to ONE question, AND engage in a substantive reply (eg debate, discussion or significant contribution) to at least one other students post. See the Assignment Brief on Wattle for detailed expectations.

Task Part B: Post-Workshop Discussions: 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
• 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. Self service mode students will receive addition instruction via Wattle.

Marking criteria: Available in the Assessment brief on Wattle.

Due date: Both parts of the exercise are due on a weekly basis during semester, submitted by no later than Sunday @ 23:59.

Late submissions will not be accepted, and you will receive a zero for that week of contribution.

Feedback: Feedback on progress will be provided at the end of week 6. The final marks will be released with the final grades for the course at the end of the semester.

SONA EXPERIMENT PARTICIPATION OPTION:

Due date: end of week 6 and/or Week 12

A student may participate in the SONA experiment for ONE hour by the end of week 6 for an Extra Bonus 5 marks in the course.

N.B. SONA participation gives students opportunities to better understand an application of decision-making driven by experimentation can be assessed through LO 2 and how knowledge about causal relationships and effects and can be assessed through LOs 2 and 6.

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

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: Please ensure that any assessment task submitted can be attributed to you for grading purposes. We recommend including your student number on the assessment and in the file name.

Use of AI: AI assisted essays will not be accepted in this course. The purpose of the assessment is your personal skill development.

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

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

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).

• 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 undergraduate and ANU College students
• PARSA supports and represents postgraduate and research students