Marketing communication is a dynamic industry, which continues to change and adapt to new technologies, media consumption patterns and communication interfaces between marketers and their target markets. Central to the course is the idea of Integrated Marketing Communications (IMC). This includes developing an understanding of the many tools available in marketing communication — advertising, direct mail, cause marketing, social media, email, SEO, content marketing. Integrated marketing communications (IMC) integrates these various marketing communications tools to provide clarity, consistency, and maximum communications impact by providing consumers, customers or other stakeholders with information in formats that resonate. The IMC course will examine the processes by which integrated marketing communications programs are planned, developed, and executed, as well as the various factors and considerations that influence the process.

Learning Outcomes

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

1. Appreciate the ways that strategic communication influences and persuades an organisation's stakeholders;
2. Identify and explain key aspects of the development, and principles and practices, of marketing communications;
3. Appraise a specific Integrated Marketing Communications campaign, including media strategy, target market selection, message content and evaluation criteria;
4. Discuss the role of the agency and identify the challenges that exist in client-agency relationships; and
5. Explain and illustrate Integrated Marketing Communication decision-making and planning.

Research-Led Teaching

This course integrates research-led teaching by grounding key concepts and assessments in current strategic communication research. Students engage with studies on framing, legitimacy, reputation, and audience analysis, and apply these methods to real-world communication challenges. By using research to inform message strategy, situation analysis, and audience targeting, students develop evidence-based communication skills aligned with industry and academic practice.

Field Trips

Potential for optional site visits in the Canberra region (optional attendance)

Additional Course Costs

Supporting textbook purchases are recommended however digital versions of the text can be accessed via the ANU library.

Examination Material or equipment

This course does not include an examination.

Required Resources

Writing materials (e.g., pen/pencil) for in-class task assessments. Internet access and presentation programs (e.g. MS Powerpoint). 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/

Mahoney, J. (2023). Strategic Communication: Campaign Planning (Third edition). Routledge. https://doi.org/10.4324/9781003317579 - Link to library e-book

Eagle, L., Czarnecka, B., Dahl, S., & Lloyd, J. (2020). Marketing communications. Taylor & Francis Group. - Link to library e-book

Other resources are linked on the course Canvas 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

GenAI Use - General guidelines (defer to individual assessment guidelines on Canvas for specific use of GenAI)

This course encourages the thoughtful and ethical use of generative AI tools (e.g. ChatGPT) as part of your learning process.

You may use GenAI to:

• Brainstorm campaign ideas or perspectives,
• Practice rewriting or reframing messages,
• Get feedback on the structure or clarity of your writing or scripts,
• Check your understanding of course concepts.

However, you may not use GenAI to generate complete assessment responses or analysis on your behalf. Over-reliance on GenAI—especially for reflective or analytical tasks—will be considered a breach of academic integrity.

In assessments, you are expected to:

• Critically evaluate and revise any AI-generated input,
• Acknowledge how you used GenAI when asked (especially in A4),
• Ensure all final submissions reflect your own understanding and voice.

Your assessments in this course are designed to showcase your thinking, learning, and communication, not a tool’s output.

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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 

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Publication of Final Results

The release of final grades may change before the end of the semester. The last return of assessment date (4th Dec 2025) provided in the Assessment Summary table is the latest expected. If results are released earlier, then the assessment item(s) will be returned earlier as well.

Class Schedule

Week/Session	Summary of Activities	Assessment
1	Foundations: What is Strategic Communications?
2	Communication theories & key concepts: Part 1	A1 in-seminar activity
3	Communication theories & key concepts: Part 2	A1 in-seminar activity
4	Communication theories & key concepts: Part 3	A1 in-seminar activity;A2 draft due before seminar
5	Communication theories & key concepts: Part 4	A1 in-seminar activity;A2 final submission due before seminar
6	Process & Practice: Strategic Planning (Research)	A1 in-seminar activity
7	Process & Practice: Strategic Planning (Goals & Objectives)	in-seminar group prep A3/A4
8	Process & Practice: Strategic Planning (Strategy & Tactics)	in-seminar group prep A3/A4
9	Process & Practice: Strategic Planning (Evaluation & Measurement)	in-seminar group prep A3/A4
10	Student Presentations: Strategic Marketing Communications Plan	A3 Client Presentations (in seminar)Strategic Communications Plan
11	Student Presentations: Strategic Marketing Communications Plan	A3 Client Presentations (in seminar)Strategic Communications Plan
12	Ethical Issues and Strategic communications in a global marketplace	A4 Client Plan (written) due end of wk 12 (Fri 11:59pm)Strategic Communications Plan
13	Examination Period	A5 Reflection (Video) due 'wk 13', end of the first week of exam period (Fri 11:59pm)

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 Canvas site by start of the semester.

Assessment Summary

Assessment task	Value	Due Date	Return of assessment	Learning Outcomes
A1) Weekly in-seminar tasks (Individual - 10%)	10 %	*	*	1,2,3
A2) Frame Analysis (Individual - 20%)	20 %	20/08/2025	03/09/2025	1,2,3
A3) Strategic MarComms Plan - (Part A) Client Presentation (Group - 15% & Individual - 5%)	20 %	*	24/10/2025	1,2,3,4,5
A4) Strategic Marketing Communications Plan - (Part B) Written Proposal (Group - 30%)	30 %	24/10/2025	07/11/2025	1,2,3,4,5
A5) Reflection (Video Presentation - Individual - 20%)	20 %	31/10/2025	04/12/2025	1,2,3,4,5

* 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 ‘Canvas’ 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: This course is taught as an experiential face-to-face-only lecture and tutorial. Students will need to engage with the course content in order to fully contribute to discussions. Attendance in tutorials 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, tutorial activity, and other tasks. There are 12 lectures and 9 tutorials throughout the semester, and participation is expected in the majority of these sessions.

As part of the ANU Student Code of Conduct, you are responsible for being able to engage and “actively participate in learning activities including all class time ” (3.B) as well as “attend all scheduled activities for the courses in which they are enrolled ” (Code of practice for teaching and learning 2.b).

Examination(s)

This course does not include an examination.

Assessment Task 1

A1) Weekly in-seminar tasks (Individual - 10%)

Worth: 10%

Type: Individual

Weeks: 2–6

Format: In-Seminar submissions and participation tasks

Weight: 10%

You are expected to attend and actively participate in each week’s activity. Late or alternative submissions are not accepted.

Overview

To support your learning and reduce over-reliance on generative AI, this course includes weekly in-class activities designed to build key skills in framing, audience analysis, messaging, media strategy, and campaign development. These tasks help scaffold your understanding and prepare you for the major assessments (Framing Analysis, Pitch, and Proposal). Tasks are low-stakes but require real-time critical thinking and application of course concepts.

In most cases, you will be asked to submit a short task in class either on paper or via Canvas. These activities are designed to prepare you for the major assessments, strengthen your in-class learning, and help you develop real-time communication thinking.

This component is marked on completion and quality of engagement. For each of the five assigned weeks, submission will be marked as:

• Complete (2%) – Relevant, thoughtful, and submitted on time
• Partial (1%) – Rushed, unclear, or minimal effort
• Not submitted (0%)

To earn full marks (10%), complete all 5 activities (of equal value) to a satisfactory standard.

(linked) Learning Outcomes:

1. Appreciate the ways that strategic communication influences and persuades an organisation's stakeholders;
2. Identify and explain key aspects of the development, and principles and practices, of marketing communications;
3. Appraise a specific Integrated Marketing Communications campaign, including media strategy, target market selection, message content and evaluation criteria;

Further information, including the detailed assessment guide and the marking rubric, will be available on Canvas in WK 1.

Assessment Task 2

A2) Frame Analysis (Individual - 20%)

Worth: 20%

Type: Individual (Written Draft + Recorded PowerPoint Presentation)

Due: before seminar

WK 4: Draft script or outline for peer review before seminar

• Format: Word doc uploaded to Canvas

WK 5: Final 3–4 minute video submission (anything over 4 minutes will not be examined)

• Format: upload .ppt or .pptx file in Canvas with recorded narration

Feedback on Canvas within two weeks of submission

Overview

This early assessment helps you build foundational skills in identifying and analysing how different frames are used to shape public meaning. You will consider how language, imagery, and narrative structure influence how audiences perceive an issue. The task includes an in-class peer review session to strengthen your analysis before submission.

This task develops your advanced analytical skills in interpreting framing strategies across stakeholders. You’ll examine how organizations, media, and other actors construct competing narratives and reflect on the implications for strategic communication and legitimacy. It strengthens your ability to detect bias, assess reputational risk, and prepare for strategic response. This is a key skill in strategic communication that will support your later campaign work.

Guidelines for use of GenAi will be provided on Canvas

Material and class discussion within seminars 1-4 will prepare students for this task, in addition to independent research.

(linked) Learning Outcomes:

1. Appreciate the ways that strategic communication influences and persuades an organisation's stakeholders;
2. Identify and explain key aspects of the development, and principles and practices, of marketing communications;
3. Appraise a specific Integrated Marketing Communications campaign, including media strategy, target market selection, message content and evaluation criteria;

Assessment Task 3

A3) Strategic MarComms Plan - (Part A) Client Presentation (Group - 15% & Individual - 5%)

Worth: 20%

Type: Group (15%) + Individual (5%)

Duration: 10-minute in-person presentation using PPT slides (6-minute pitch + 4-minute Q&A)

Due: Week 10 or 11 (in-seminar presentations)

Submission: PPT slides (including script within notes section) to be uploaded to Canvas BEFORE Seminar

Feedback by: live direct feedback in-person following the presentation. Feedback to be incorporated in Part B (written).

Groups will be formed in the WK 1 seminar. Please review 'Guidelines for Group Work and Assessment'

Overview

This live presentation is your opportunity to pitch the core idea of your strategic communication campaign to the 'client' panel. Your goal is to clearly and persuasively present the big idea, communication strategy, and audience insights behind your proposed plan. This pitch is delivered in groups but includes a short Q&A component where each member demonstrates their individual contribution and understanding.

This presentation serves as a preview of your full communication plan (Assessment 3) and should highlight your strategic thinking, framing choices, and audience targeting. 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).

Note: Late submissions are not accepted for this assessment

Referencing style is APA: https://www.anu.edu.au/students/academic-skills/academic-integrity/referencing/apa

(linked) Learning Outcomes:

1. Appreciate the ways that strategic communication influences and persuades an organisation's stakeholders;
2. Identify and explain key aspects of the development, and principles and practices, of marketing communications;
3. Appraise a specific Integrated Marketing Communications campaign, including media strategy, target market selection, message content and evaluation criteria;
4. Discuss the role of the agency and identify the challenges that exist in client-agency relationships; and
5. Explain and illustrate Integrated Marketing Communication decision-making and planning.

Assessment Task 4

A4) Strategic Marketing Communications Plan - (Part B) Written Proposal (Group - 30%)

Worth: 30%

Type: Group

Length: 4000 words -/+ 10%, words over the 10% excess limit will not be read or assessed (appendices not included)

Due: Friday end of WK12 by 11:59pm

Submission: uploaded to Canvas

Return: feedback online through Canvas 2 weeks following submission

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 organisational objectives and targets and incorporates the RACE (Research, Analysis, Communication, and Evaluation) and ROPE (Research, Objectives, Programming, and Evaluation) processes.

Referencing style is APA: https://www.anu.edu.au/students/academic-skills/academic-integrity/referencing/apa

Guidelines for use of GenAI will be provided on Canvas.

(linked) Learning Outcomes:

1. Appreciate the ways that strategic communication influences and persuades an organisation's stakeholders;
2. Identify and explain key aspects of the development, and principles and practices, of marketing communications;
3. Appraise a specific Integrated Marketing Communications campaign, including media strategy, target market selection, message content and evaluation criteria;
4. Discuss the role of the agency and identify the challenges that exist in client-agency relationships; and
5. Explain and illustrate Integrated Marketing Communication decision-making and planning.

Further information, including the assessment guide, additional assessment, and learning resources, will be on Canvas in WK 1.

Please review 'Guidelines for Group Work and Assessment'

Assessment Task 5

A5) Reflection (Video Presentation - Individual - 20%)

Worth: 20%

Type: Individual

Format: 3–4 minute narrated video (anything over 4 minutes will not be examined) along with the written script

Submission: upload video link or .ppt file and the script to Canvas

Due: end of the first week of the exam period, 'WK 13' Friday 11:59pm (Examination period)

Return: With the release of final grades

Overview

This assessment invites you to communicate a reflection on your learning journey in Strategic Marketing Communications by producing a narrated video aimed at a defined audience (e.g., future students, peers, or even your “past self”). You’ll demonstrate what you’ve learned, how you’ve grown, and how theory connects to practice.

This isn’t just a summary—it’s a strategic communication product that puts your learning into action. You’ll evaluate your development as a strategic communicator, drawing on course concepts, weekly activities, or assessments, while showcasing how you used generative AI tools (e.g. ChatGPT) to support or extend your learning. This task assesses your ability to synthesise learning and communicate personal insights clearly and persuasively.

Referencing style is APA: https://www.anu.edu.au/students/academic-skills/academic-integrity/referencing/apa

(linked) Learning Outcomes:

1. Appreciate the ways that strategic communication influences and persuades an organisation's stakeholders;
2. Identify and explain key aspects of the development, and principles and practices, of marketing communications;
3. Appraise a specific Integrated Marketing Communications campaign, including media strategy, target market selection, message content and evaluation criteria;
4. Discuss the role of the agency and identify the challenges that exist in client-agency relationships; and
5. Explain and illustrate Integrated Marketing Communication decision-making and planning.

Further information, including the assessment guide, additional assessment, and learning resources, will be on Canvas by WK 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

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. You will be required to electronically sign a declaration as part of submitting 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. For additional information regarding Turnitin please visit the ANU Learning Platforms website. 

Hardcopy Submission

For some forms of assessment (hand written assignments, art works, laboratory notes, etc.) hard copy submission is appropriate when approved by the Associate Dean (Education). Hard copy submissions must utilise the Assignment Cover Sheet. Please keep a copy of tasks completed for your records.

Late Submission

Late submissions for in-class activities, group presentations and group proposals are not allowed.

Individual assessment tasks may or may not allow for late submission. Policy regarding late submission is detailed below:

• Late submission not permitted. If submission of assessment tasks without an extension after the due date is not permitted, a mark of 0 will be awarded.
• Late submission permitted. Late submission of assessment tasks without an extension are penalised at the rate of 5% of the possible marks available per working day or part thereof. Late submission of assessment tasks is not accepted after 10 working days after the due date, or on or after the date specified in the course outline for the return of the assessment item. Late submission is not accepted for take-home examinations.

All requests for Assessment Adjustment (including Requests for Extension and for Consideration of Extenuating Circumstances) should be submitted via ANUHub

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. Any use of artificial intelligence must be properly referenced. Failure to properly cite use of Generative AI will be considered a breach of academic integrity.

Returning Assignments

Assessment feedback will be in person during group pitch presentation or for other assessments returned via Canvas.

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 Accessibility 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 supports you make your own decisions about how you learn and manage your workload.
• ANU Counselling promotes, supports and enhances mental health and wellbeing within the University student community.
• ANUSA supports and represents all ANU students