• Offered by Research School of Management
  • ANU College ANU College of Business and Economics
  • Classification Transitional
  • Course subject Marketing

The course introduces the principles and practice of marketing. Topics include the role of marketing and its environment, market segmentation and target markets, competitive strategies, buyer behaviour in the consumer markets; customer value analysis, brand positioning and brand equity, integrated marketing communications and marketing of services and destination.
The turbulent global economic and financial environment has meant public and private sector organizations are giving significant importance to their social and environmental responsibilities. In other words, they are called to create a superior sustainable performance in the marketplace through building a strong business that succeeds in the market. A central issue in this endeavour is the formulation of pertinent marketing strategies that not only help identify target markets but also create differentiation with due recognition to general changes in the global environment. This marketing course reconciles marketing theory insights with contemporary practical issues and covers the following 5 core areas:

• Marketing fundamentals and environments including research and marketing insights
• Principles of marketing strategy including consumer market segmentation and positioning
• Creating brand equity and crafting brand positioning
• Competitive dynamics and strategies
• Integrated marketing communications and communicating value

Learning Outcomes

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

Upon completion of the course, students should be able to:
  1. Define marketing concepts, including the marketing mix, and their application to organisations  
  2. Explain the need for a marketing orientation in the competitive global business environment  
  3. Apply critical thinking and analysis prevalent in the course work to cases
  4. Synthesise the various strategies (new business strategy, core growth strategies, new product strategies, defensive strategy and portfolio strategy) in view of creating a solid overall marketing plan  
  5. Consider the tactical use of the components of the marketing mix consistent with marketing analysis and strategy
  6. Create a marketing plan based on a combination of market research, marketing analysis and one or several of the marketing strategies learned in the course work
  7. Reassess the role of marketing in the organisation as a critical process beyond a mere function.

Other Information

International students who wish to enrol in the online course should confirm that visa conditions allow them to do so. Generally international students can complete no more than 25% of their program by distance and/or online learning. For example, for a two year program of 16 courses, no more than four courses can be completed online.

In addition, all international students must be enrolled in at least one subject that is not by distance and/or online for every semester of their program. If you have any questions please seek program advice from the College.

The Semester 1 classes (both online and on campus modes) are only available to students studying in Australia.

See the course outline on the College courses page. Outlines are uploaded as they become available. 

Indicative Assessment

1. Continuous in-class individual assessments (MCQs + SAQs)  - 40%
2. Group assignment/project with oral and individual parts - 45%
3. Self-reflection individual examination - 15%

Assessment may differ when undertaking this course intensively. Specific assessment requirements will be detailed in the course outline provided to students.  

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.


Students taking this course are expected to commit at least 10 hours per week to completing the work. This will include 3 hours per week in class and at least 7 hours a week on average (including non-teaching weeks) on course reading, research, writing and assignment work.

Students may undertake this course in intensive mode, so workload, while being equivalent, may differ to the times detailed above.Students taking this course are expected to commit at least 10 hours per week to completing the work. This will include 3 hours per week in class and at least 7 hours a week on average (including non-teaching weeks) on course reading, research, writing and assignment work.


Requisite and Incompatibility

To enrol in this course you must be studying one of the following postgraduate programs, or by permission from the Research School of Management: Master of Business Administration - MBADM Master of Business Administration (Advanced) – VBADM


Tuition fees are for the academic year indicated at the top of the page.  

If you are a domestic graduate coursework or international student you will be required to pay tuition fees. Tuition fees are indexed annually. Further information for domestic and international students about tuition and other fees can be found at Fees.

Student Contribution Band:
Unit value:
6 units

If you are an undergraduate student and have been offered a Commonwealth supported place, your fees are set by the Australian Government for each course. At ANU 1 EFTSL is 48 units (normally 8 x 6-unit courses). You can find your student contribution amount for each course at Fees.  Where there is a unit range displayed for this course, not all unit options below may be available.

6.00 0.12500
Domestic fee paying students
Year Fee
2019 $4320
International fee paying students
Year Fee
2019 $5700
Note: Please note that fee information is for current year only.

Offerings, Dates and Class Summary Links

ANU utilises MyTimetable to enable students to view the timetable for their enrolled courses, browse, then self-allocate to small teaching activities / tutorials so they can better plan their time. Find out more on the Timetable webpage.

The list of offerings for future years is indicative only.
Class summaries, if available, can be accessed by clicking on the View link for the relevant class number.

First Semester

Class number Class start date Last day to enrol Census date Class end date Mode Of Delivery Class Summary
4429 24 Feb 2020 02 Mar 2020 08 May 2020 05 Jun 2020 In Person View

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