- Class Number 4429
- Term Code 3030
- Class Info
- Unit Value 6 units
- Topic MBA
- Mode of Delivery In Person
- Dr Patrick L'Espoir Decosta
- Dr Patrick L'Espoir Decosta
- Class Dates
- Class Start Date 24/02/2020
- Class End Date 05/06/2020
- Census Date 08/05/2020
- Last Date to Enrol 02/03/2020
The course digs deep into the principles and practice of marketing with particular emphasis on the latest marketing strategies that will help marketing decision makers better address the needs of their consumers and markets. 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
- marketing of services and destination; and
- social media marketing and associated digital channels.
By incorporating an evidence-based approach this course will provide participants with advanced skills in acquiring, assessing and evaluating evidence from different sources before implementing and integrating them in their company's marketing strategies. Students will become forward thinking leaders with an evidence-based framework that will enable them to deliver superior performance in the market place by integrating in their decisions pertinent marketing strategies, that not only make their organization more efficient, but also identify target markets and create value for their customers.
Upon successful completion, students will have the knowledge and skills to:
- Define marketing concepts, including the marketing mix, and their application to organisations;
- Explain the need for a marketing orientation in the competitive global business environment;
- Apply an evidence-based approach to decision making to achieve the organization's goals and objectives;
- Assess the tactical use of the components of the marketing mix consistent with evidence from marketing analysis and strategy to ensure company's success in capturing and creating more value;
- Synthesize 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;
- Create a marketing plan based on the synchronization the organisation's activities and on the combination of market research, marketing analysis and one or several of the marketing strategies learned in the course work;
- Reassess the role of marketing in the organization as a critical process beyond a mere function;
- Reflect on (i) the challenges and opportunities presented by an evidence-based marketing approach to organisations and businesses and (ii) the material covered during the class sessions and how they have contributed to students' learning.
This course endeavors to introduce perspectives, caveats and rules-of-thumbs associated with marketing and conducting research in the field of marketing and business communications. To that end, the approach in this course is to incorporate marketing-related examples, trends and developments that derive from academic research -through research articles and case studies- but with a focus on the latest in industry’s and practitioner’s approach, consumer market research and leadership. Seminars will present vocational problems that will be explored using a variety of theoretical approaches to foster critical thinking and applied learning.
Examination Material or equipment
There is no examination in this course
Sharp, B. (2017). Marketing - Theory Evidence Practice, (2nd edition). Oxford: Victoria, Australia. A copy will be available on 2hr loan from ANU Library reserve & short loan collection .
A list of journal articles and case studies will be provided before the first class meeting
Students will be given feedback in the following forms in this course:
- written comments
- verbal comments
- feedback to whole class, groups, individuals, focus group etc
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.
To pass the course individual participants must achieve the following in toto and combination :
- obtain at least 50% of the total grade
- show evidence they have achieved the threshold of at least two of the highest order learning outcomes ( LO 3 to LO 8) in addition to the remaining learning outcomes that are ensured by the other assessment tasks
- actively participate in the group project and
- submit the mini-CAT assignment
|Week/Session||Summary of Activities||Assessment|
|1||Course outline and learning outcomes - expectations An explanation of the evidence based teaching and learning approach within the seminar mode The role of critical and analytical thinking and reflections in learning Marketing concepts Claims in marketing||Read Chapter 1 What do Marketing Executives do?|
|2||Marketing Strategy - Developing and implementing a marketing Plan using e-portfolios for self-reflection ( J Edwards) Library and searching skills (librarian)||Read Chapter 13 Developing and Implementing a marketing plan Group Project - ideation exercise (The marketing plan)|
|3||Marketing Environment||Read Chapter 5 The Marketing Environment|
|4||Getting to know the consumers||Read Chapter 2 consumer Behaviour and Business Buyer Behaviour Online test - MCQ + short answer questions - Due Fri 20.03.20 @ 23.55|
|5||Segmenting, Targeting and Positioning||Read Chapter 6 Customer Segmentation and Targeting mini-CAT - Outline (formative)|
|6||Products and services||Read Chapter 7 Product (Goods and Services) Self-Reflection topical essay (Individual) Group Project - mid-way (Formative)|
|7||The significance of research in marketing||Read Chapter 3 Marketing Metrics Read Chapter 4 Market Research|
|8||How does advertising work?||Read Chapter 11 Advertising Read Communication process (reading will be provided) Online test 2 - MCQ + short answer questions - Due Fri 01.05.20 @ 23.55|
|9||An Integrated Marketing Communications approach||Read An Introduction to Integrated marketing communications (Reading will be provided) Read Chapter 12 (pp. 538-543 putting a mix together)|
|10||Media Decisions||Read Chapter 12 media Decisions Read The Internet: Digital and Social media (reading will be provided)|
|11||Global marketing Social marketing Ethics and Social responsibility||Read Chapter 14 Read Chapter 16 Read Chapter 15|
|12||Group Project presentation and Oral defense||Group Presentation and Oral defense Online test 3 - MCQ + short answer questions Due Thursday 28.05.20 @ 23.55 Peer Evaluation (Individual) ?Self-Reflection Topical essay (Individual) In week following end of Week 12 teaching: Final Written Assignment Submission due on 4.06.2020: Group Project report Mini Cat Assignment (Individual)|
|Assessment task||Value||Due Date||Return of assessment||Learning Outcomes|
|Individual Knowledge-based tests - online on Wattle (3 x 5%=15%)||15 %||*||*||1,2,3,4,5,7|
|The mini-CAT (Critical Appraisal of a topic) (25%)||25 %||04/06/2020||02/07/2020||1,2,3,4,5,6,7|
|Group Project Report - The marketing plan (25%)||25 %||04/06/2020||02/07/2020||1,2,3,4,5,6|
|Individual Oral Presentation and defense of group project (10%)||10 %||27/05/2020||27/05/2020||1,2,3,4,5,6|
|Peer evaluation (group project and group work) - (5%)||5 %||04/06/2020||02/07/2020||5,6,8|
|Self-Reflective topical essay (2 x 10%)||20 %||*||*||8|
* If the Due Date and Return of Assessment date are blank, see the Assessment Tab for specific Assessment Task details
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:
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. In rare cases where online submission using Turnitin software is not technically possible; or where not using Turnitin software has been justified by the Course Convener and approved by the Associate Dean (Education) on the basis of the teaching model being employed; students shall submit assessment online via ‘Wattle’ outside of Turnitin, or failing that in hard copy, or through a combination of submission methods as approved by the Associate Dean (Education). The submission method is detailed below.
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.
Participation in seminars is required and is a major component of the learner's experience. Attendance is recorded for administrative purpose. Participants who are unable to attend a session are kindly requested to inform the course lecturer before hand by emailing to email@example.com
Forms of instruction: SEMINAR FORMAT
To enable students to achieve the course learning outcomes, a seminar ( 3hours) format that combines short lectures with in-class discussions, exercises, debates and critical thinking is used for this course.
The language of instruction for all teaching and learning activities is English
Short Lectures: Topics will be introduced either during short lectures (of 20 minutes) or in short lecture recordings available on Echo 360. A list of readings will be suggested on Wattle by the end of each class session for the following week.
Students are expected to do all prescribed readings before the short lectures, as the lecturing method for this course is a two-way interactive presentation, including students’ verbal participation in terms of their views/opinions of the information being presented.
PowerPoint slides will be used as cues to introduce topics of discussion during lectures. Lectures will be immediately followed by in-class activities which may comprise topic discussion and/or in-class exercises, short readings and/or mini case studies.
Class discussion: Students are expected to participate fully through constructive engagement and contribution during class discussions.
Details about the components and activities in class discussions will be sent at latest 3 days prior to the weekly class to to all students.
Class discussions and exercises provide a means for students to verify and reinforce their understanding and mastery of, and in the application of, information presented in the preceding lecture. To that end, these discussions and exercises are effectively “tutorials” that will be conducted in the form of group/class discussions, evidence appraisal, case studies, critical analysis through question and answer sessions, short exercises and whenever possible through debates that engage all attendees. This will enable the lecturer to diagnose students’ challenges and help to focus students’ efforts on threshold concepts critical ideas, learning processes and techniques to assimilate lecture content and acquire skills purported in this course.
There is no examination in this course. However, a continuous approach to assessment requires participants to be present in all sessions and submit all assessment tasks by the due dates.
Assessment Task 1
Learning Outcomes: 1,2,3,4,5,7
Individual Knowledge-based tests - online on Wattle (3 x 5%=15%)
3 online tests throughout the semester (every 4th week of the semester) - Each test will include multiple choice and short answer questions on the chapters covered the previous weeks - maximum number of MCQs per test : 50; maximum number of short-answer questions per test: 4
Information on opening dates and times for the Online Tests will be given through announcement on Wattle one week before test due dates.
General and overall feedback on online tests will be given on the week following the test in class.
Assessment Task 2
Learning Outcomes: 1,2,3,4,5,6,7
The mini-CAT (Critical Appraisal of a topic) (25%)
Individual Critical Appraisal of topics based on claims in the fields of marketing, communication, PR, branding and promotion
(Formative and summative)
The critical appraisal tasks will follow the guidelines from CEBMA and will be between 1000 and 1500 words
This assignment will uncover a problem to which the chosen claim gives rise
An outline will be submitted first by the end of week 5 for approval by the course lecturer. Comments will be sent by week 6 and discussed in class.
Further details regarding assessments and rubrics will be made available on Wattle in a mini-CAT assignment file in week 1
Assessment Task 3
Learning Outcomes: 1,2,3,4,5,6
Group Project Report - The marketing plan (25%)
A group project related to a marketing plan (formative and summative)- due 04-06-2020
Groups will be formed in week 1
Group project ideation exercise will take place in week 2
Group project outline will be due at the beginning of week 6
Comments on outline of group project (mid-way) will be sent to students by end of week 6
Written group project should not exceed 2500 words.
More details about group formation, responsibilities of group leaders and members, group project format including rubrics and due dates (both formative and summative) will be provided in a group project information file on the course Wattle site in week 1.
Assessment Task 4
Learning Outcomes: 1,2,3,4,5,6
Individual Oral Presentation and defense of group project (10%)
Individual Presentation (5%) and Oral defense (5%) of group project
Each individual group member will have two minutes to defend on their own their group project based on questions from the course lecturer.
Comments and feedback on project and defense will be given in class. Presentations will be recorded.
Further details regarding order of presentation, and logistics of defense will be available on the course Wattle site in week 1 in the group project assessment file.
Assessment Task 5
Learning Outcomes: 5,6,8
Peer evaluation (group project and group work) - (5%)
This assessment task requires participants to evaluate their peers' contribution and quality of work to the group's works and project.
Assessment Task 6
Learning Outcomes: 8
Self-Reflective topical essay (2 x 10%)
The first self-reflective topical essay requires participants to reflect on their learning until then (why, what and how they learn) with regard to the topics covered. They will also be required to identify the challenges and opportunities still available to them for the remainder of the semester. Comments and feedback will be made available during the teaching break.
The second self-reflective topical essay requires participants to explain, discuss and reflect on their achievement of the learning outcomes set for the course.
More details on the task requirements and rubrics for marking will be made available on the course Wattle site. Comments on self-reflection after the release of results.
Due: 3 April 2020 (Friday week 6), and 4 June 2020 (the week following week 12)
Feedback: Within 2 weeks and after release of results, respectively
Further details will be made available on the course Wattle site.
Academic integrity is a core part of the ANU culture as a community of scholars. At its heart, academic integrity is about behaving ethically, committing to honest and responsible scholarly practice and upholding these values with respect and fairness.
The ANU commits to assisting all members of our community to 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 be familiar with the academic integrity principle and Academic Misconduct Rule, 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 Academic Misconduct Rule is in place to promote academic integrity and manage academic misconduct. Very minor breaches of the academic integrity principle may result in a reduction of marks of up to 10% of the total marks available for the assessment. The ANU offers a number of online and in person services to assist students with their assignments, examinations, and other learning activities. Visit the Academic Skills website for more information about academic integrity, your responsibilities and for assistance with your assignments, writing skills and study.
You will be required to electronically sign a declaration as part of the submission of your assignment. Please keep a copy of the assignment for your records. Unless an exemption has been approved by the Associate Dean (Education) submission must be through Turnitin.
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.
Individual assessment tasks may or may not allow for late submission. Policy regarding late submission is detailed below:
- Late submission permitted. 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.
All requests for extensions to assessment in RSM courses must be submitted to the RSM School Office with a completed application form and supporting documentation. The RSM Extension Application Form and further information on this process can be found at https://www.rsm.anu.edu.au/education/education-programs/notices-for-students/extension-application-procedure/
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. Extensions may be granted 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.
Resubmission of Assignments
Resubmission of assignments is not permitted
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
Tourism and Destination Marketing and Promotion, Marketing, Consumer Behaviour, Island Tourism, Sustainable Development Goals (Tourism), Evidence-Based education
Dr Patrick L'Espoir Decosta