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 in which 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 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 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

There will be a final invigilated examination in the exam period.

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 assigned textbooks and articles will be made available via the library website: https://anulib.anu.edu.au/

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 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.

----------------------------------------------------------------------

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 Strategic Communications?
2	Analysing Communication (1)	A1 (Part A) in-class activity #1
3	Analysing Communication (2)	A1 in-seminar activityA1 (Part A) in-class activity #2
4	Analysing Communication (3)	A1 (Part A) in-class activity #3
5	Analysing Communication (4)	A1 (Part A) in-class activity #4
6	Executing Communication (1): Problem Definition & Research	A1 (Part B) DUE (BEFORE CLASS)A2 (Part A) in-class activity #1
7	Executing Communication (2): Audiences, Goals & Objectives	A2 (Part A) in-class activity #2
8	Executing Communication (3): Strategy, Message & Channels	A2 (Part A) in-class activity #3
9	Executing Communication (4): Evaluation & Measurement	A2 (Part A) in-class activity #4
10	Student Presentations: Strategic Communications Proposal	A2 (Part B) Client Pitch Team Presentations (in seminar)
11	Student Presentations: Strategic Communications Proposal	A2 (Part B) Client Pitch Team Presentations (in seminar)
12	Future of Communications and Careers	Final Q&A
13	End of Semester Examination Period	A3 Final Exam

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 (Part A) Communication Analysis (in-class tasks) (Individual - 15%)	15 %	*	*	2,4,8
A1 (Part B) Communication Analysis (recorded presentation) (Individual - 20%)	20 %	01/09/2026	15/09/2026	2,4,8
A2 (Part A) Communication Strategy (in-class tasks) (Individual - 15%)	15 %	*	*	1,2,5,6,7
A2 (Part B) Client Pitch Presentation (Group - 20%)	20 %	*	20/10/2026	1,2,5,6,7
A3) Final Exam (Individual - 30%)	30 %	*	09/12/2026	1,2,3,4,5,6,7,8

* 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 ‘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 seminar. Students will need to engage with the course content in order to fully contribute to discussions. Attendance 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 and other tasks. There are 10 lectures 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)

There will be an invigilated final examination in the exam period at the end of the semester.

Assessment Task 1

A1 (Part A) Communication Analysis (in-class tasks) (Individual - 15%)

Type: Individual (15%) components

Weeks: 2–5 [four in-class activities with equal weighting will be conducted]

Format: Individual in-class written tasks (paper or digital format as specified)

Timing: Completed during scheduled classes and marked on a weekly basis (return of feedback within 10 business days)

OVERVIEW

Students will complete a series of in-class analytical activities designed to develop skills in identifying, comparing, and evaluating communication frames. This prepares students to complete Part B of the assessment. Activities will draw on contemporary real-world examples and academic concepts introduced in lectures and readings.

These activities support the development of:

• Framing analysis and interpretation
• Audience and meaning construction
• Critical evaluation of strategic communication
• Implications for organisations

Students are expected to attend and actively contribute in each week’s activity.

Late or alternative submissions are not accepted.

(linked) Learning Outcomes:

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 detailed assessment guide and the marking rubric, will be available on Canvas during Wk 1.

Assessment Task 2

A1 (Part B) Communication Analysis (recorded presentation) (Individual - 20%)

Worth: 20%

Type: Individual

Due: before WK 6 workshop

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

• Video recorded using Canvas Studio
• You are visible on screen (head to waist)
• Slides uploaded as PDF

Feedback on Canvas within two weeks of submission

OVERVIEW

This early assessment helps you build foundational skills in identifying and analysing how different frames shape public meaning. You will examine how language, imagery, and narrative structure influence how audiences perceive an issue in relation to an organisation. It also develops your analytical skills in examining how organisations, media, and other actors construct competing narratives around complex issues. You will evaluate how framing shapes audience understanding, reflects bias, and influences organisational reputation and legitimacy. You will also consider how organisations engage with and respond to these competing frames.

This is a key skill in strategic communication that will support your later campaign work. This task emphasises strategic communication—focusing on how organisations engage with and respond to competing narratives, not just how issues are represented in the media.

Guidelines for use of GenAi will be provided on Canvas

Material tasks and class discussion within workshops during weeks 2-5 will prepare students for this task, in addition to independent research.

(linked) Learning Outcomes:

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 Canvas during WK 1.

Assessment Task 3

A2 (Part A) Communication Strategy (in-class tasks) (Individual - 15%)

Type: Individual components (15%)

Weeks: 6–9 [four in-class activities with equal weighting will be conducted]

Format: Individual in-class written tasks (paper or digital format as specified) in relation to set readings or other activities

Timing: Completed during scheduled classes and marked on a weekly basis (return of feedback within 10 business days)

OVERVIEW

Across these weeks, you will develop your strategic communication campaign through a series of guided in-class activities focused on decision-making and strategic planning. These activities will help you understand how different strategic choices influence audience perception and campaign effectiveness.

In workshops, you will analyse and refine your decisions. You will be asked to explain why you made particular choices, how these align with your objectives, and how alternative approaches might lead to different outcomes. You will compare strategies, identify strengths and weaknesses, and refine your campaign thinking.

The focus is not only on what decisions you make, but how you justify them. These activities directly support your group pitch (Assessment 2 Part B), helping you move from analysis to strategic decision-making.

Students are expected to attend and actively contribute in each week’s activity.

Late or alternative submissions are not accepted.

(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 in which marketing communication influences and persuades an organisation's stakeholders;

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 Canvas during WK 1.

Assessment Task 4

A2 (Part B) Client Pitch Presentation (Group - 20%)

Worth: 20%

Type: Group (20%)

Format: 10-minute in-person professional pitch + 5-minute Q&A

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

Submission: PPT slides (including speaking notes in the notes section) uploaded to Canvas BEFORE your allocated workshop

Feedback by: live direct feedback in-person following the presentation.

Presentations will be stopped at the 10 min mark to allow for Q & A

Groups will be formed in the WK 2 seminar. Please review 'Guidelines for Group Work and Assessment'

OVERVIEW

This task emphasises strategic communication—focusing on how organisations interpret, respond to, and shape public narratives, not just how issues are represented. You will work in teams to design a strategic communication campaign for a client provided by the teaching team. 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. The plan will outline the communication strategies and tactics devised to achieve specific organisational objectives and targets. It should highlight your strategic thinking, framing choices, and audience targeting.

• During the Q&A, all group members must be prepared to explain and justify the team's strategic decisions.
• Form and structure will be discussed in class.
• Your campaign should demonstrate a clear strategic process (e.g., RACE or ROPE), linking research, objectives, strategy, and evaluation.

Further information, including the assessment guide, guidelines for use of GenAI, and learning resources, will be on Canvas.

 

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

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

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

Assessment Task 5

A3) Final Exam (Individual - 30%)

Final examination (Individual - 30%)

Format: In-Person

Due: Examination period (in-person invigilated exam)

OVERVIEW

The final exam assesses your understanding of key concepts in strategic communication and your ability to apply them in a structured and time-constrained setting. The exam builds on the knowledge and skills developed throughout the course, including framing analysis, audience targeting, positioning, and campaign strategy. You will be expected to demonstrate both conceptual understanding and the ability to apply this knowledge to practical situations.

Further details on exam format, timing, and permitted materials will be provided on Canvas later in the semester.

(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;
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.

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 (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 activities, live group presentations (client pitch) 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 verbal 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