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Research School of Management · ANU College of Business and Economics
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.
Typical assessments may include but are not restricted to: in-class exercises, written and oral assignments, quizzes, examinations, group project tasks, oral presentations, and other assessments deemed appropriate to show the attainment of the learning outcomes set for the course. Further details will be made available via the Class Summary.
Learning outcomes 1, 2, 3, 4, 5, 6, 7, 8
Students taking this course are expected to commit 130 hours to complete the work. For semester length offerings, this will typically include 3 hours per week in class and at least 7 hours a week on average (excluding non-teaching weeks) on course reading, research, writing and assessment work. Work Integrated Learning Other Students will, through other formats, engage with organisational partners for planned authentic activities, or through purposeful links to curriculum and specifically designed assessment, that integrate theory with the practice of work. Other Information Students from outside the Research School of Management are encouraged to request permission from the Course Convenor to enrol if they are seeking knowledge covered in the course. For example, those enrolled in the Policy Communication specialisation who want content on public/community affairs and public communication campaigns.
Information about the prescribed textbook (if any) will be made available via the Class Summary. Preliminary Reading Additional information about the indicative readings (if any) will be made available via the Class Summary.