The course introduces the principles and practice of marketing. Topics include the role of marketing and its organisational context; the marketing environment; market segmentation and target markets; marketing information, research and analysis; industry analysis, marketing planning and competitive strategies; buyer behaviour in the consumer and business organisations, and decision making under conditions of high uncertainty and ambiguity.

Learning Outcomes

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

1. Define, explain and illustrate marketing concepts, including the marketing mix, and their application to profit oriented and non-profit organisations;
2. Explain and illustrate how marketing is integrated with other functional areas of business;
3. Explain and illustrate the need for a marketing orientation in the competitive global business environment;
4. Successfully design and plan the implementation of marketing plans and strategies;
5. Critically evaluate case studies, identifying and analysing problems and then making recommendations for practical implementation;
6. Apply marketing concepts, illustrating the importance of major marketing decisions; and
7. Communicate effectively, individually and in teams, in oral presentation and written forms using the concepts and terminology of the marketing discipline.

Research-Led Teaching

This course incorporates the latest evidence from the world of marketing - be that from journal articles, texts, or news or internet resources about the latest developments in marketing. Students should therefore be aware that, as in life, it will not be all in the book or lecture slides. You need to engage and experience marketing the way marketers do - through understanding your own consumption experiences by applying course content and knowledge to what you've done to see how marketing works in practice. Whilst the text provides a fundamental way of gaining understanding and knowledge of marketing theory and research in the areas the course examines, further readings will be given to students for those seeking to delve beyond the surface and truly try to gain insights into how marketing is developing and evolving in the world of 2019.

Examination Material or equipment

This course has a final examination. Further instructions will be advised in Lecture and on Wattle.

Required Resources

Lamb et.al. (2018), MKTG 4, Cengage Learning, Australia. ISBN: 9780170411769

Recommended Resources

Google, your own consumption and marketing experiences, news and other credible resources, and try the Library - it is not overrated.

Staff Feedback

Students will be given feedback in the following forms in this course:

• Written comments
• Verbal comments
• Feedback to the whole class, to groups, to individuals, focus groups

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). The feedback given in these surveys is anonymous and provides the Colleges, University Education Committee and Academic Board with opportunities to recognise excellent teaching, and opportunities for improvement. The Surveys and Evaluation website provides more information on student surveys at ANU and reports on the feedback provided on ANU courses.

Class Schedule

Week/Session	Summary of Activities	Assessment
1	Lecture 1 - Introduction to Marketing	Lamb et.al. Chpt 1
2	Lecture 2 - Consumer Decision Making	Lamb et.al. Chpt 4 Group Presentation (ongoing) Tutorial Participation (ongoing)
3	Lecture 3 - Market Research	Lamb et.al. Chpt 7 Tutorial Assignments
4	Lecture 4 - Segmentation and Targeting	Lamb et.al. Chpt 6
5	Lecture 5 - The 4 P's: Product	Lamb et.al. Chpt 8 & 9
6	Lecture 6 - Services Marketing	Lamb et.al. Chpt 10 Tutorial Assignments
7	Lecture 7 - The 4 P's: Place	Lamb et.al. Chpt 11
8	Lecture 8 - The 4 P's: Price	Lamb et.al. Chpt 14
9	Lecture 9 - The 4 P's: Promotion	Lamb et.al. Chpt 12 and 13
10	Lecture 10 - Marketing strategy	Lamb et.al. Chpt 2 Group Assignment

Tutorial Registration

Please see Wattle for more information

Assessment Summary

Assessment task	Value	Due Date	Return of assessment	Learning Outcomes
Group Presentation	10 %	24/01/2019	08/02/2019	1,2,3,4,5,6,7
Tutorial Participation	10 %	02/01/2019	24/01/2019	1,2,3,4,5,6,7
Tutorial Assignments	20 %	18/01/2019	01/02/2019	1,2,3,4,5,6,7
Group Assignment	20 %	24/01/2019	08/02/2019	1,2,3,4,5,6,7
Final Exam	40 %	29/01/2019	08/02/2019	1,2,3,4,5,6,7

* 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 Misconduct Rule before the commencement of their course. Other key policies and guidelines include:

• Student Assessment (Coursework) Policy and Procedure
• Special Assessment Consideration Policy and General Information
• Student Surveys and Evaluations
• Deferred Examinations
• Student Complaint Resolution Policy and Procedure

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 ANU Online website Students may choose not to submit assessment items through Turnitin. In this instance you will be required to submit, alongside the assessment item itself, hard copies of all references included in the assessment item.

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.

Assessment Task 1

Group Presentation

Commencing in the first tutorial presentation group composition (max 4 students) will be decided by students in order to deliver a group presentation in a tutorial commencing from the third tutorial.

It is entirely up to students who they decide to work with for a presentation and it is the responsibility of each student to join a group. Group student numbers must be listed on the presentation handout. The group will decide work allocation, including who speaks (or not) during a presentation.

Only two presentations will be allowed per tutorial due to time restrictions.

Theme

The theme of the presentation will be to talk about evidence (article, theory, product, etc.) that relates ONLY to the previous tutorial's theme. For example, a group presenting in tutorial three would do their presentation on consumer behaviour. If a group decides to discuss a specific articles (news, magazine, etc.) it must be dated 2017-2019 ONLY. Failure to comply with this will result in a non-pass grade being awarded.

Format

The format of the presentation should be as follows:

• 20 minutes for preparation and speaking. Every 1% over time costs you 1% of your mark.
• 10 minutes audience participation (although not timed this is at the tutor's discretion subject to operational reasons, such as another presentation)
• Disseminate a hard copy summary of the presentation to all in the class
• Identify and critically analyse at least 2 marketing issues raised by the article in the context of the theme of that session
• Provide a "What Does This Really Mean?" slide
• Importantly, use creative and other methods to encourage audience participation and engagement with your presentation - think prizes, freebies or some other rewards.
• Respond to questions from tutor and audience.

 

Assessment Task 2

Tutorial Participation

It is essential to your learning – and the learning of others in the tutorial – that you are fully involved in the course. This means that you need to:

a) Attend tutorials – though much learning will be done outside the classroom, class time is a valuable, scarce resource. You are expected to arrive ready to begin class on time; to not leave until class is over; and to attend all classes. If you can't attend classes then that is a decision you make but please always be respectful of others in the room regardless of your own commitments on that day.

b) Come prepared – it will be assumed that you have completed any assigned readings and prepared for the discussion questions prior to tutorials. It will be obvious if you have been doing this.

c) Actively participate in the learning – we owe it to ourselves and our colleagues to participate as fully as possible in the tutorial sessions. This includes presentations of other groups.

Everything counts when it comes to assessing your participation - so make it all count. This is not an attendance mark and simply being in the room means nothing, and gets you nothing. Talk, participate, engage and demonstrate what you know.

Feedback for tutorial participation will be given on an ongoing basis throughout the course, including in the first three tutorials. The course convenor and tutors will discuss in the first tutorial with students the expectations for Tutorial Participation, relating to the course learning outcomes.

Assessment Task 3

Tutorial Assignments

In tutorial two and tutorial five students will be given a 500 word (+/- 10%) assignment topic (i.e. 2x500 words) to complete individually. Each 500 word assignment is worth 10% of the course grade, to make up 20% total weighting. Due dates for each assignment will be set a week after for each tutorial group so will be 7 days from the tutorial time. The due dates will also be stated on Wattle.

Each topic will be discussed with the specific tutorial cohort first and then the tutor will announce the topic based on this discussion. Topics will be placed on Wattle within 24 hours after they are discussed in class. No tutorial will do the same topic.

Limited to only 5 references (excluding the student’s own references - think images here) these are focused on revealing your opinions, thoughts and ideas on a topic.

Students who excessively exceed word counts (seriously if you go over 550 words in a boring and excessive way then you were warned) will be penalised a flat 10% of the item weighting.

 

Time is of the essence here for everyone - you and the teaching team as we want to get these back to you as quick as possible so you can learn for the next one. But you also need to make your point clearly, concisely and quickly.

These items also are a perfect lead in to the final exam in terms of practice.

Assessment Task 4

Group Assignment

Students may complete this task in groups of 1-4, with anyone in the unit.

Your group has 1000 words (+/- 10%) to complete a work on a topic that will be provided from a list on Wattle. Consider this piece to be an extended version of what you are asked to complete individually with the tutorial assignments. It will also act as practice for the exam.

There will be no limit on references here but again you'll need to make every word count.

Critical analysis and writing style, demonstrated and supported knowledge of course content, originality and creativity in format, structure and thought, will all count in this item. This is especially so as this is the wrap piece for the course.

Assessment Task 5

Final Exam

Students will complete a take home online exam on Wattle.

Students will be given a strict 48 hour time period in which to complete this exam.

As per the formal submission requirements outlined in this course, any student who for ANY reason fails to submit their take home exam on time will be given a 0% mark for this item.

The format will be short answer style questions but each will have a strict word count with each attracting 10% penalties for going over.

Students though should see this exam as allowing them the creativity to incorporate images, links, references or anything else they see as appropriate for demonstrating their level of knowledge and understanding of course content and learning outcomes.

Students can take the exam at their own time and at a place convenient to them- at home, work, on the bus, next to a trout stream, whilst feeling toasty warm in the Highlands of Scotland, in a computer lab or wherever. But just remember. DO. NOT. BE. LATE.

Academic Integrity

Academic integrity is a core part of our culture as a community of scholars. At its heart, academic integrity is about behaving ethically. This means that all members of the community commit to honest and responsible scholarly practice and to upholding these values with respect and fairness. The Australian National University commits to embedding the values of academic integrity in our teaching and learning. We ensure that all members of our community understand how to engage in academic work in ways that are consistent with, and actively support academic integrity. The ANU expects staff and students to uphold high standards of academic integrity and act ethically and honestly, to ensure the quality and value of the qualification that you will graduate with. The University has policies and procedures in place to promote academic integrity and manage academic misconduct. Visit the following Academic honesty & plagiarism website for more information about academic integrity and what the ANU considers academic misconduct. The ANU offers a number of services to assist students with their assignments, examinations, and other learning activities. The Academic Skills and Learning Centre offers a number of workshops and seminars that you may find useful for your studies.

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. While the use of Turnitin is not mandatory, the ANU highly recommends Turnitin is used by both teaching staff and students. For additional information regarding Turnitin please visit the ANU Online 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

FINAL EXAM ONLY: No submission of assessment tasks without an extension after the due date will be permitted. If an assessment task is not submitted by the due date, a mark of 0 will be awarded.

ALL OTHER ITEMS: 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.

Referencing Requirements

Accepted academic practice for referencing sources that you use in presentations can be found via the links on the Wattle site, under the file named “ANU and College Policies, Program Information, Student Support Services and Assessment”. Alternatively, you can seek help through the Students Learning Development website.

Extensions and Penalties

Extensions and late submission of assessment pieces are covered by the Student Assessment (Coursework) Policy and Procedure The Course Convener may grant extensions 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.

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 Diversity and inclusion 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 and Learning Centre supports you make your own decisions about how you learn and manage your workload.
• ANU Counselling Centre promotes, supports and enhances mental health and wellbeing within the University student community.
• ANUSA supports and represents undergraduate and ANU College students
• PARSA supports and represents postgraduate and research students