Course Title: Marketing and Communication

Part A: Course Overview

Course Title: Marketing and Communication

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


City Campus


TRN RMIT Training


Term1 2023,
Term2 2023,
Term1 2024,
Term2 2024


RMIT University Vietnam


TRN RMIT Training


Viet1 2023,
Viet2 2023,
Viet1 2024


RMIT Vietnam Hanoi Campus


TRN RMIT Training


Viet1 2023,
Viet2 2023,
Viet1 2024

Course Coordinator: Matthew Watts

Course Coordinator Phone: +61 39925 5089

Course Coordinator Email:

Course Coordinator Location: Level 5, B108

Pre-requisite Courses and Assumed Knowledge and Capabilities


Course Description

Our community comprises organisations of varying types- large and small businesses, government agencies, social enterprises, clubs and associations. All of these organisations use marketing to communicate important messages to their key stakeholders.  This course will introduce marketing theory and frameworks.  Students will be asked to consider how businesses communicate their objectives and promote their goods and services to influence stakeholder behaviours in globalised multicultural societies. In this course you will describe and analyse the role played by businesses in a society. Focusing on marketing, students will analyse corporate culture and indicators of business performance.

Objectives/Learning Outcomes/Capability Development

See Learning Outcomes.

Program Learning Outcomes:

  1. Apply the rules of, and expectations for, academic study and assume responsibility for your own actions to work effectively as an individual and/or as a member of a group;
  2. Develop and express ideas through independent reading, the creation of images, and the collection and interpretation of data and information; 
  3. Communicate ideas with clarity, logic, and originality in both spoken and written English;
  4. Construct coherent arguments, narratives or justifications of issues, problems or technical processes when undertaking analytical, practical or creative tasks; and
  5. Use a range of contemporary digital and learning technologies, tools and methods common to the discipline.

Course Learning Outcomes:

  1. Explain the role of businesses  in society, the specific areas of management responsibility and the financial and non-financial objectives of businesses.
  2. Describe the concept of corporate/business culture and how their elements may be developed as a means of communication.
  3. Investigate how businesses use the elements of corporate/business culture to reflect societal changes and ethics in communication.
  4. Analyse the role and strategies of marketing as a means of communication within a business and between a business and its stakeholders.

Overview of Learning Activities

This course includes a blend of didactic, active, and collaborative learning activities designed to meet the needs of international students. The course encourages the process of inquiry, application and reflection through student centred learning and teaching activities including practical work in studio environments and laboratories . In doing so, there will be a focus on the development of critical and analytical thinking skills that promote problem solving, independent research skills and group work. Students will develop their technology skills through engagement in formative and summative assessments. The course will maximise the use of the learning management system by incorporating flipped and blended methodologies. This may be complemented by guest lectures, excursions and speakers with discipline specific work life expertise to further connect content to the professional world and generate opportunities for reflective practice.

Overview of Learning Resources

Various learning resources are available through RMIT’s learning management system,  Canvas. In addition to assessment details and a study schedule, you will also be provided with links to relevant course information, class activities and communication tools. 

Other learning resources are also available online through RMIT Library. Visit the RMIT library website for further details. Academic and learning support is provided through Study Success at RMIT Training. The Foundation Studies home group program will also provide support, navigating university systems, advice on living and studying in Melbourne as well as explaining RMIT university policy and procedures.

Additional resources and/or sources to assist your learning will be identified by your course coordinator and will be made available to you as required during the teaching period.

Overview of Assessment

 Assessment Weighting 
Investigation  20%
Discussion Board  10%
Case Study Analysis  30%
Marketing Campaign Design  40%