Course Title: Marketing and Communication

Part A: Course Overview

Course Title: Marketing and Communication

Credit Points: 12.00

Course Coordinator: Leanne Ryan

Course Coordinator Phone: +61 3 9925 8747

Course Coordinator Email:

Course Coordinator Location: Level 4, 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 Type Assessment Description  Weighting 

Students will conduct an investigation into the corporate/business culture of a contemporary business.

  • The investigation will be in the form of a report outlining:
  • Name of the business
  • Mission and/or vision and/or values statement of the selected business
  • Copies of published elements of the official corporate/business culture of the selected business. This may include logo, slogan, uniform, advertisements, website, Facebook and other social media examples
Investigation will include a summary of the image being communicated by the aforementioned documents and images.
Discussion Board

Using a Discussion Board on Canvas, students are to contribute to the discussions over a 5-week period.

Over the 5-week period students will at least:

  • be asked to post an image in relation to an area of study and provide commentary on that image,
  • provide evidence of communication from other countries,
  • comment on other student’s post as well as the teachers
Case Study Analysis

Provided with a case study of a contemporary business, students will respond to a series of short answer questions.
Questions will assess knowledge of the marketing process, influences on marketing and marketing strategies related to:

  • Product
  • Price
  • Place
  • People
  • Global marketing
Marketing Campaign Design

Students are to design elements of a marketing campaign related to a product, a localised event /activity (e.g Melbourne Cup Carnival, Melbourne International Garden and Flower Show, Chinese New Year etc) or their Melbourne/Victoria experience (or a related experience in the country where student has studied).

If an experience is selected, the experience can relate to a tourist or experience undertaken during their time in Melbourne/Victoria.

Students will be provided with a brief maximising the marketing opportunities derived from their selected product, event or experience for a

  1. Small business
  2. Government product or service or announcement
  3. Social enterprise /organisation.

These elements may be drawn from:

  • mission & vision statement
  • symbols (logo, slogan, uniform)
  • social media presence
  • e-commerce site
  • media release
  • other element as negotiated with the teacher

From the list provided (or from elements negotiated with the teacher), students are to prepare three selected elements of a marketing campaign for that experience.

The focus is on communication with a target market for users/attendees of the product/experience/event.

The format of the design will vary according to the elements selected.