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, 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 a competitive business environment
4. Identify and analyse problems, and then make recommendations for practical implementation, using live case studies and theory
5. Apply marketing concepts, illustrating the importance of major marketing decisions
6. 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 draws insights from academic research, marketing practice, and business literature. Students are able to develop and apply their understanding of Marketing through content and assessments that link research with practice. 

Field Trips

This course does not have field trips

Additional Course Costs

This course does not have additional costs.  

Examination Material or equipment

There is no examination in this course.

Required Resources

Grewal, D. and Levy, M. (2021). M: Marketing 7e International Student Edition, McGraw-Hill Australia.

 

eBook

Cost: approx. $75.00

ISBN: 9781260590500

URL: https://www.mheducation.com.au/ise-ebook-online-access-for-grewal-m-9781260590500-aus

 

Print Edition

Cost: Approx. $100.00

ISBN: 9781260576009

URL: https://www.mheducation.com.au/ise-m-marketing-9781260576009-aus

 

Pre-Used

Second-hand copies of the previous edition are likely to be available online from used book sites. The ISBN for the print edition of M: Marketing 6e is 9781260092103.

 

Library

The ebook is available from the Library for short loan https://library.anu.edu.au/record=b7102717  

A copy of the previous edition is also available https://library.anu.edu.au/record=b5803609

 

Note: Students do not need to purchase the McGraw-Hill Connect option for this course.

 

Recommended Resources

The lectures include insights from various marketing journals, trade magazines, and business media – the references for which will be on the lecture slides. For contemporary issues and examples in marketing practice, the following sources are recommended;

• Harvard Business Review https://hbr.org/
• Marketing Week https://www.marketingweek.com/
• Marketing Mag https://www.marketingmag.com.au/news-c/
• The Conversation https://theconversation.com/au/business

Staff Feedback

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

• Written and verbal comments delivered in classes and via Wattle content
• Overall feedback to the whole class as well as tailored feedback to groups and/or individuals
• Feedback delivered within the Turnitin assessment framework, including marking criteria, quickmarks, and written responses

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.

Other Information

Further Academic Integrity Control

As a further academic integrity control, students may be selected for a 15 minute individual oral examination of their written assessment submissions. Any student identified, either during the current semester or in retrospect, as having used ghost writing services will be investigated under the University’s Academic Integrity Rule.

 

Scaling

Your final mark for the course will be based on the raw marks allocated for each of your assessment items. However, your final mark may not be the same number as produced by that formula, as marks may be scaled. Any scaling applied will preserve the rank order of raw marks (i.e. if your raw mark exceeds that of another student, then your scaled mark will exceed the scaled mark of that student), and may be either up or down.

Class Schedule

Week/Session	Summary of Activities	Assessment
1	Overview of Marketing and MKTG2004 Reading: Ch. 1
2	Developing Marketing Strategies and a Marketing Plan Reading: Ch. 2
3	Conscious Marketing, CSR, Ethics and Analyzing the Environment Reading: Ch. 4, 5
4	Consumer Behaviour Reading: Ch. 6	CA 1 due Tuesday 10.00am Group Project Workshop in Tutorials
5	Segmenting, Targeting & Positioning Reading: Ch. 9
6	Products, Branding and Services Part I Reading: Ch. 11, 12, 13	CA 2 due Tuesday 10.00am
7	Products, Branding and Services Part II Reading: Ch. 11, 12, 13
8	Pricing and Value Reading: Ch. 14	CA 3 due Tuesday 10.00am
9	Place, Channels, Retailing and Omnichanneling Reading: Ch. 15, 16
10	Integrated Marketing Communications Part 1 Reading: Ch. 17, 18, 19	CA 4 due Tuesday 10.00am
11	Integrated Marketing Communications Part 2 Reading: Ch. 17, 18, 19	Marketing Audit due Tuesday 10.00am
12	Business-to-Business and Global Marketing Reading: Ch. 7, 8
13	No classes this week	Marketing Topic Video Presentation due Friday 10.00am 03 June 2022

Tutorial Registration

Tutorial registration is via the course Wattle site. Information about tutorial options will be published during Week-0 and registrations will open in Week 1 on Wattle.

Assessment Summary

Assessment task	Value	Due Date	Return of assessment	Learning Outcomes
Continuous Assessment (4 x 10%= 40%)	40 %	15/03/2022	29/03/2022	1,2,3,4,5,6
Marketing Audit	30 %	17/05/2022	31/05/2022	1,4,5,6
Marketing Topic Video Presentation	30 %	03/06/2022	*	1,4,5,6

* 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.

Participation

The course will be taught using a hybrid delivery model, as follows.

- Lectures are pre-recorded and timetabled to be viewed BEFORE the tutorial each week.

- Tutorials are offered in two formats: face-to-face on campus and online via Zoom. Students have the choice to enrol in either a face-to-face or online class. Tutorials are not recorded.

 

Students are expected to watch the lectures and complete the associated readings BEFORE attending each week’s tutorial. Preparing for, and participating in, weekly tutorials will help students to co-create the intended learning experience and outcomes.

 

Please note that if F2F teaching is not possible due to local health orders, the course will move at short notice to 100% Online delivery.

Examination(s)

There is no examination in this course.

Assessment Task 1

Continuous Assessment (4 x 10%= 40%)

Worth: 40%

Learning Objectives: 1, 2, 3, 4, 5, 6

Type: Individual

Format: 4 x 400-word short tasks

Word Limit: The word count includes ALL words except the list of references. Any portion in excess of the 400-word limit will not be read or marked.

Submission: via Turnitin on the course Wattle site

Due: Tuesday 10.00am of Weeks 4, 6, 8, 10

Return Date: Two weeks after submission

 

Overview:

The Continuous Assessment comprises 4 short tasks worth 10% each. Each task includes a set of questions that assess understanding and application of topics from the relevant weeks. The questions will be published by Friday 10.00am of the week before the task is due. Students answer the questions individually and submit their work by Tuesday 10.00am of the due week.

 

For each short task, model answers will be published (as feedback) on Wattle shortly after the submission due date (i.e., 24-48 hours). Within two weeks, students will receive an overall mark out of 10 and a completed marking rubric. Students should not expect separate marks for each question in a task or detailed written comments. The most timely and detailed feedback is obtained by reflecting on the model answers, relevant course content and related class discussions.

 

Further information, including a detailed assessment guide and the marking rubric, will be posted on Wattle no later than Week 2.  

 

Note: Late submissions are not accepted for this assessment because model answers are published shortly after the submission due date and time.

Assessment Task 2

Marketing Audit

Worth: 30%

Learning Objectives: 1, 4, 5, 6

Type: Group

Format: 3000-word written report

Word Limit: The word count includes ALL words except the list of references. Any portion in excess of the 3000-word limit will not be read or marked.

Submission: via Turnitin on the course Wattle site

Due: Tuesday 10.00am of Week 11

Return Date: Two weeks after submission

 

Overview:

The Marketing Audit is a group project that involves analysing the situation, strategy, and tactics of a real organisation and developing evidence-based recommendations for that organisation. Groups deliver their work as a single written report that includes the audit and a Contributions Summary. The Contributions Summary outlines the roles and inputs of each group member, allowing individuals to demonstrate their skills and involvement while also providing a point of reference if issues arise around unequal contributions. 

 

Further information about the project requirements and marking criteria will be posted on Wattle and discussed in the Week 2 lecture.

Group formation and an initial workshop are scheduled for Week 4 tutorials. Groups should comprise 4 students from the same tutorial (with Convenor to confirm requirements based on enrollments). Various other class activities and resources will be in place to support the collaborative completion of this task. 

Assessment Task 3

Marketing Topic Video Presentation

Worth: 30%

Learning Objectives: 1, 4, 5, 6

Type: Individual

Format: 5-minute Narrated PowerPoint Video (.mp4) and Presentation Handout (pdf)

Time Limit: The video duration includes ALL elements from the start of play. Any portion in excess of 5 minutes (and corresponding point in the handout) will not be viewed or marked.

Submission: via the course Wattle site

Due: Friday 10.00am 03 June 2022

Return: After release of grades

 

Overview:

The Marketing Topic Video Presentation involves explaining, illustrating the application of, analysing, and making recommendations about a given concept or contemporary issue in marketing. Students deliver their work in two parts: i) a narrated PowerPoint presentation saved as a video (.mp4 file) and ii) a presentation handout that shows each slide with a verbatim transcript of the narration (pdf). Students are required to perform their own narration (no outsourcing or digitally generated voiceovers) and presentation handouts with the verbatim transcripts must be submitted via Turnitin. 

 

A detailed assignment guide and marking rubric will be posted on Wattle no later than Week 2. Further information, including the topic options from which to select and how to create PowerPoint videos will also be posted on Wattle and discussed in various classes by Week 6.

 

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

All submissions must be made electronically, as part of the ANU's commitment to sustainable environmental practice. Submissions will be through the Wattle site, and may use Turnitin or Wattle based grading to provide electronic feedback inclusive of rubrics, audio feedback and additional content to support student learning

Hardcopy Submission

No hard copy submission is required.

Late Submission

Late submissions for the Continuous Assessment Tasks are not permitted because model answers are published shortly after the submission due date and time.

 

For other assessments, all requests for extensions 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://rsm.anu.edu.au/study/students/extension-application-procedure

 

Where late submissions are permitted but an RSM extension has not been approved, late submissions are penalised at a rate of 5% of the possible mark per day or part thereof. Late submissions are not accepted 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.

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.

Returning Assignments

Please see assessment task details above.

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.

Resubmission of Assignments

Unless specified otherwise in the assignment requirements, resubmissions are permitted up until the due date and time, but not allowed afterwards.

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