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 will draw from advances in both marketing practice as well as academic research. Marketing and business media will be supplemented by authoritative academic sources and contemporary empirical and conceptual work.

Field Trips

This course does not have field trips. Marketing is a lived discipline, and as such, all day and every day is filled with examples of marketing in operation. Students will be expected to use these experiences as part of their learning journey in this course.

Additional Course Costs

This course does not have additional costs.  

Examination Material or equipment

There is a final examination for this course held during the end of semester examination period. All examination related information will be communicated directly to students by the ANU Examinations Office. Further advice will be provided on Wattle

Required Resources

Grewel, D. and Levy, M. (2021). M: Marketing 7^th Edition, McGraw-Hill Australia.

eBook

Cost: approx. T.B.A.

ISBN: 9781260428292, 126042829X

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

Print Edition (dated 2021)

Cost: Approx. $100.00

Discount Code: 2021JB

ISBN: 9781260087710, 1260087719

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

Pre-Used

Second-hand copies of 6th Edition are likely to be available online from used book sites. Check the ISBN before purchasing.

Library

The ebook is available from the Library.

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/
• Mckinsey https://www.mckinsey.com/featured-insights
• 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 comments
• Verbal comments
• Feedback to the whole class, to groups, to individuals, focus groups
• Feedback within the Turnitin assessment framework, inclusive of marking criteria, quickmarks, written responses and / or audio feedback

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	Assessing the Marketplace Overview of Marketing Developing Marketing Strategies and a Marketing Plan	Chapter 1 and Chapter 2 : Grewel, D. and Levy, M. (2021). M: Marketing 7th Edition No tutorials in Week 1
2	Assessing the Marketplace Analyzing the Marketing Environment	Chapter 5 : Grewel, D. and Levy, M. (2021). M: Marketing 7th Edition
3	Understanding the Marketplace Consumer Behavior	Chapter 6 : Grewel, D. and Levy, M. (2021). M: Marketing 7th Edition
4	Targetting the Marketplace Segmentation, Targeting, and Positioning Marketing Research	Assessment Task 1: Take Home Exam opens Friday 9am. Chapter 9 and Chapter 10: Grewel, D. and Levy, M. (2021). M: Marketing 7th Edition
5	Value Creation Product, Branding, and Packaging Decisions	Assessment Task 1: Take Home Exam closes Monday 9am. Chapter 11: Grewel, D. and Levy, M. (2021). M: Marketing 7th Edition
6	Value Creation Developing New Products Services: The Intangible Product	Chapter 12 and Chapter 13: Grewel, D. and Levy, M. (2021). M: Marketing 7th Edition
7	Value Capture Pricing Concepts for Establishing Value	Chapter 14: Grewel, D. and Levy, M. (2021). M: Marketing 7th Edition
8	Value Communication Integrated Marketing Communications Advertising, Public Relations, and Sales Promotions Personal Selling and Sales Management	Assessment Task 2 due 9am Monday October 3rd. Chapter 17, Chapter 18 and Chapter 19: Grewel, D. and Levy, M. (2021). M: Marketing 7th Edition
9	Value Delivery Supply Chain and Channel Management Retailing and Omnichannel Marketing	Chapter 15 and Chapter 16 Grewel, D. and Levy, M. (2021). M: Marketing 7th Edition
10	Engagement Social and Mobile Marketing	Chapter 3: Grewel, D. and Levy, M. (2021). M: Marketing 7th Edition
11	Assessing the Marketplace Conscious Marketing, Corporate Social Responsibility, and Ethics	Chapter 4: Grewel, D. and Levy, M. (2021). M: Marketing 7th Edition
12	Understanding the Marketplace Business-to-Business Marketing Global Marketing	Chapter 7 and Chapter 8 : Grewel, D. and Levy, M. (2021). M: Marketing 7th Edition

Tutorial Registration

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.

This course has tutorials or tutorial-like teaching activities. Lectures are pre-recorded and available on Wattle. Further details about the structure and teaching activities for this course will be available on the course Wattle site at the start of Week 1.

Assessment Summary

Assessment task	Value	Due Date	Return of assessment	Learning Outcomes
Take Home Exam (first part of semester)	30 %	15/08/2022	26/08/2022	1,3
STP - Segmentation, Targeting and Positioning	30 %	03/10/2022	17/10/2022	1,3
Marketing Audit	40 %	02/11/2022	01/12/2022	2,4,5,6

* 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

This course will be delivered via a hybrid model.

• Lectures will be pre-recorded.
• Tutorials will be carried out both face-to-face on-campus and online synchronously - live streamed - these will not be recorded..

Attendance in one of the available formats in highly recommended, especially with the move to online delivery.

This subject is designed to be best completed with high engagement, where the most value for your educational dollar comes from. Attendance at all teaching events, while not compulsory, is expected in line with “Code of Practice for Teaching and Learning”, clause 2 paragraph (h).

Attend all scheduled activities for the courses in which they are enrolled, or make equitable and practicable alternative arrangements in consultation with teachers, which may include listening to lecture recordings or reading notes and/or slides.

Marketing is based on the principle of co-creation, which requires active engagement from the consumer to create the experience of the value offering. Within the course of the semester, you are invited to participate in the weekly learning events online, and if you are unable to attend these events.

Attendance is the first step, however, and you are required to actively prepare for, and participate in classes. Active participation is both contribution in the group environment through proactive listening, support of fellow students, and active followership, and proactive leadership, responding to challenges and questions, and sharing your insights with the cohort.

As classes will have discussions, classes require audiences, and audiences create the conducive and supportive learning environment that ANU prides itself on offering to you as part of your experience.

Examination(s)

There is a final examination for this course held during the end of semester examination period.

All final examination related information will be communicated directly to students by the ANU Examinations Office.

More information on the examination, reflecting the hybrid course mode, will be made available on Wattle at least 2 weeks before the examination period.

This course has examinations because they reflect our mission to produce marketing students who can work with restricted resources, tight deadlines, and limited budgets.

Assessment Task 1

Take Home Exam (first part of semester)

Marks:

30% of course total, individual assessment

Details:

Students will be asked to complete short answer style questions on the first 4 weeks of content. There will be 2 questions at 5%, with answers restricted to a maximum of 600 words each. There will be a final question worth 20% with a word count restricted to no more than 1000 words.

Students will have 72 hours to complete the item, with the exam opening 9am Friday August 12, and closing 9am Monday August 15. All times are AEST.

Answers will be submitted via Wattle.

References will be required, and will be included in the word count. References must comply with the Harvard/In-text method and must be full and complete. Those who do not comply with this requirement can be expected to receive lower marks than those that do.

However students will be expected to incorporate real world experiences as consumers into their answers as a form of evidence, or reference, to support their answers. Students will also be allowed to use visual information, such as images, as part of their answer, however they cannot contain any words which form part of an answer, for example, running out of space and then using an image as a type of appendice to add more words. They can and should be used to provide context, depth and support for answers in the work.

Students will be provided with further specific instructions and advice in week 2.

As a formal exam ANU policies in this regard will be strictly enforced and applied, including a 100% late penalty.

Assessment Task 2

STP - Segmentation, Targeting and Positioning

Worth: 30%

Type: Individual

Words: 1500 words OR video submission.

Submission: via Turnitin on the course Wattle site

Due: 09:00 - Monday October 3rd.

Feedback date: Within 10 working days of submission

Overview:

Students will be asked to complete a segmentation, targeting and positioning analysis from a list of products provided on Wattle.

Students will be asked to

1. The reason and motivation behind their choice of product.
2. A brief background and description of the product.
3. Identify one current audience for the product,
4. One ‘new’ audience that would be compatible for the product,
5. And an incompatible audience (who should not be using the product).
6. The wrap.

Students will have a choice of a "traditional" document submission OR, if feeling creative, can do a video submission of between 6-10 minutes.

There will be a strong emphasis on creative, "thinking outside the square", and engagement with the video submission, so please understand this before making a submission. Just cut and pasting clips together will not be enough to achieve a high grade in this item.

A marking guide for this item will be placed on Wattle 2 weeks before submission.

Late Submissions: 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. See details regarding extensions on Wattle.

Word Count Penalty: The item will have a +/- 10% allowance for the word count. However, any item which exceeds 1650 words based on Turnitin will be penalised as follows:

• First 100 words: 5% of the total marks available for the item.
• Next 150 words: 10% of the total marks available for the item.
• Next 150 words: 15% of the total marks available for the item
• Anything above these counts: 20% of the total marks available for the item.

Assessment Task 3

Marketing Audit

Worth: 40%

Type: Group (Group size up to 4 people. Group size and membership are decided by students themselves).

Words: 2000 words +/- 10% (references and appendices are not part of the word count)

Submission: via Turnitin on the course Wattle site

Due: 12pm Wednesday November 2, 2022.

Return: Within two weeks of submission

 

Overview:

The Marketing Audit project involves analysing the situation, strategy, and tactics of a real organisation and developing evidence-based recommendations for that organisation. Groups deliver their work in as a single written report, with references.

Groups will use the product chosen in assessment task 2 as the product they will audit for this item.

This is an audit, and the final submission item, so the teaching team will be expecting to see evidence of critical analysis and thinking demonstrated clearly in this item.

Being an audit the focus will also be on what would you do better. Using engaging and first person writing style is encouraged and recommended for those comfortable in doing so.

Other Details

Only one member from the group needs to submit, but please ensure all student numbers (not names) are listed on the cover page.

Groups will prepare an individual Contributions Summary that outlines the roles and contributions of each group member in the project. This provides individuals with an opportunity to demonstrate their skills and involvement. The details provide a point of reference if issues arise around unequal contributions. They are submitted as an individual document and are not seen by any other group member. It is your chance to be honest about how this went down.

Marking Criteria: will be posted on Wattled

Late Submissions: No submission of assessment tasks without an extension after the due date will be permitted. See details regarding extension on Wattle

Word Count Penalty: The item will have a +/- 10% allowance for the word count. However, any item which exceeds 1650 words based on Turnitin will be penalised as follows:

First 100 words: 5% of the total marks available for the item.

Next 150 words: 10% of the total marks available for the item.

Next 150 words: 15% of the total marks available for the item

Anything above these counts: 20% of the total marks available for the item.

Long Paragraphs: To encourage students to learn how to write reports for a modern business audience any work which contains 3 paragraphs or more which exceed 8 lines in length will be penalised 5% of the total marks available for the item. This penalty will be in addition to any others which may be applied.

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

Unless otherwise noted, 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.

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 - this includes a statement by the students as set out in the form, approved evidence and a copy of the latest draft of the assignment. The RSM Extension Application Form and further information on this process can be found at https://www.rsm.anu.edu.au/education/education-programs/rsm-assessment-extension/ .

Please use the RSM Extension Application Form, as we have established a series of supportive processes to enable recovery from health, duress or other unforeseen circumstances.

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

Assessment, including feedback, will be provided through Wattle either indirectly through course materials, or directly within Turnitin.

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