• Class Number 3652
  • Term Code 3230
  • 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 21/02/2022
  • Class End Date 27/05/2022
  • Census Date 31/03/2022
  • Last Date to Enrol 28/02/2022
SELT Survey Results

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.

Learning Outcomes

Upon successful completion, students will have the knowledge and skills 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 an evidence-based approach to decision making to achieve the organization's goals and objectives;
  4. 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;
  5. 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;
  6. 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;
  7. Reassess the role of marketing in the organization as a critical process beyond a mere function;
  8. 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.

Research-Led Teaching

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 and the volatile marketing environment due the COVID-19 pandemic. Seminars will present professional problems that will be explored using a variety of theoretical approaches to foster critical thinking and applied learning.

Field Trips


Examination Material or equipment

There is no examination in this course.

Required Resources

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 .

Book for sale online and on campus bookshop.

Print - https://library.anu.edu.au/record=b6273040

eBook - https://library.anu.edu.au/record=b6739247

A list of journal articles and case studies will be provided on Wattle before the first class meeting

Staff Feedback

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

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

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 measured by the other assessment tasks
  • actively participate in the group project and
  • submit the mini-CAT assignment

Class Schedule

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 Marketing Orientation - Claims in marketing 22.02.22 Read Chapter 1 What do Marketing Executives do?
2 Marketing Strategy - Developing and implementing a marketing plan Library and searching skills (librarian) (Recording) 01.03.22 Read Chapter 13 Developing and Implementing a marketing plan Group Project - ideation exercise (The marketing plan) in-class
3 Marketing Environment and COVID -19 08.03.22 Read Chapter 5 The Marketing Environment + articles relating COVID-19 and marketing (on Wattle)
4 Getting to know the consumers 16.03.22 Read Chapter 2 Consumer Behaviour and Business Buyer Behaviour Online test 1 - MCQ + short answer questions - Due Fri 18.03.22 @ 23.55
5 Segmenting, Targeting and Positioning 23.03.22 Read Chapter 6 Customer Segmentation and Targeting mini-CAT - Outline (formative) - Due 25.03.22 @23.55 (Wattle)
6 Products and services 29.03.22 Read Chapter 7 Product (Goods and Services) Self-Reflection topical essay (Individual) - Due Friday 01.04.22 @ 23.55 Group Project - mid-way (Formative) - Due Friday 01.04.22 @ 23.55
7 The significance of research in marketing 19.04.22 Read Chapter 3 Marketing Metrics Read Chapter 4 Market Research
8 How does advertising work? 26.04.22 Read Chapter 11 Advertising Read Communication process (reading will be provided) Online test 2 - MCQ + short answer questions - Due Fri 29.04.22 @ 23.55
9 An Integrated Marketing Communications approach 03.05.22 Read An Introduction to Integrated marketing communications (Reading will be provided) Read Chapter 12 (pp. 538-543 putting a mix together)
10 Media Decisions Distribution channels and COVID-19 10.05.22 Read Chapter 12 media Decisions Read The Internet: Digital and Social media (reading will be provided) Readings related to COVID-19 and Distribution channels will be provided
11 Global marketing Social marketing Ethics and Social responsibility 17.05.22 Read Chapter 14 Read Chapter 15 Read Chapter 16
12 Group Project presentation and Oral defense 24.05.2022 Group Presentation and individual Oral defense (18:00-21:00) Online test 3 - MCQ + short answer questions Due Friday 27.05.2022 @ 23.55? In week following end of Week 12 teaching: Final Self-Reflection Topical essay (Individual & summative) - Due 02.06.2022 @23.55 Mini Cat Assignment (Individual)- Due 03.06.2022 @23.55 Group Project report - Due 06.06.2022 @23.55 Peer Evaluation (Individual) - Due Friday 06.06.2022 @23.55

Tutorial Registration


Assessment Summary

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) - Individual assessment (25%) 25 % 03/06/2022 30/06/2022 1,2,3,4,5,6,7
Group Project Report - The marketing plan (25%) 25 % 06/06/2022 30/06/2022 1,2,3,4,5,6
Individual Oral Presentation and defense of group project (10%) 10 % 24/05/2022 30/06/2022 1,2,3,4,5,6
Peer evaluation (of group work and group project) - (5%) 5 % 06/06/2022 30/06/2022 5,6,8
Self-Reflective topical essay (2 x 10%) 20 % 02/06/2022 * 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:

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 Academic Integrity . 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.


Instruction delivery: Online (with face-to-face seminars to be made available, public health conditions permitting)

This course will be delivered Online through ZOOM. Recorded lectures will be in minimum 30 minutes frame and will not be more than 1 hour and 30 minutes. They will be made available on Echo360 to students prior to the synchronous online seminar (minimum 1 hour 30 mins) weekly. To enable students achieve the course learning outcomes, a seminar approach ( through ZOOM synchronously and/or face-to-face public health situation permitting) that include in-class case studies, critical discussions, exercises, debates and critical thinking, is used for this course.

The language of instruction for all teaching and learning activities is English

Participation in seminars is mandatory and is a major component of the learner's experience. Attendance (for Online seminars - and face-to-face sessions if made available) 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 patrick.lespoirdecosta@anu.edu.au

Location: Seminars will take place synchronously Online through ZOOM On Tuesdays between 18:00 and 19:30 and, if made available in face-to-face mode (public health situations permitting), on Tuesdays between 18:00 and 19:30 in CBE LTR3

Short Lectures: Topics will be introduced in short lecture recordings available on Echo 360. A maximum of three short recordings of 30 minutes each (maximum total of 1 hour 30 mins) will be made available each week. 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 they listen to the short lecture recordings and before the seminar. There will be no recap of the lectures during the seminar sessions which is a two-way interactive session that requires 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. In-class activities during seminars 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 recorded lecture(s). 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, including writing and communication skills, purported in this course. 


There is no examination in this course. However, a continuous approach to assessment requires participants' constant effort and presence in all sessions and submit all assessment tasks by the due dates.

Assessment Task 1

Value: 15 %
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 - 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

Assessment type: Individual

Time limit: 2 hours

Marking criteria: assessment criteria to be provided for short answer questions on Wattle

Opening date: Information on opening dates and times for the Online Tests will be given through announcement on Wattle one week before test due dates.

Form of submission: online Wattle

Feedback: General and overall feedback on online tests will be given on the week following the test in class. Feedback on test 1 will be provided in week 5

Assessment Task 2

Value: 25 %
Due Date: 03/06/2022
Return of Assessment: 30/06/2022
Learning Outcomes: 1,2,3,4,5,6,7

The mini-CAT (Critical Appraisal of a topic) - Individual assessment (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.

This assignment will uncover a problem to which the chosen claim gives rise

An outline (not marked) 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.

Assessment type: Individual

Word limit: between 1000 and 1500 words EXCLUDING Table of Content and List of References. Part of the task in excess of 1500 will not be read or marked.

Marking criteria: Further details regarding assessments and rubrics will be made available on Wattle in a mini-CAT assignment file in week 1

Due date: 03.06.2022 @ 23.55

Form of submission: via Turnitin on the course Wattle site

Feedback: Feedback on formative outline will be provided in week 6 before mid-semester teaching break

Feedback on final mini-CAT to be released with final course grades on 30.06.2022

Assessment Task 3

Value: 25 %
Due Date: 06/06/2022
Return of Assessment: 30/06/2022
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)

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

Assessment type: Group

Word limit: Written group project should not exceed 2500 words. Word count EXCLUDES Table of Content and List of References. Part of the project in excess of 2500 words will not be read or marked.

Marking criteria: 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.

Due date: 06.06.2022 @23.55

Form of submission: via Turnitin on the course Wattle site

Feedback: feedback on formative aspect of the plan (ideation, outline, theories, methods and evidence-based approach) will be provided by the beginning of of week 7

Feedback on final group project report to be released with final course grades on 30.06.2022

Assessment Task 4

Value: 10 %
Due Date: 24/05/2022
Return of Assessment: 30/06/2022
Learning Outcomes: 1,2,3,4,5,6

Individual Oral Presentation and defense of group project (10%)

Individual Presentation (5%) and Oral defence (5%) of group project (in class or through ZOOM)

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 type: Individual

Time limit: 20 minutes of presentation (group) followed by 2 minutes of defense per individual group member [time limit may change depending on class size)

Marking criteria: Rubrics will be made available on Wattle site at least two weeks prior to due date

Presentation and Defense date: 24.05.2022 from 18.00 to 21.00

Form of submission: PPT slides to be submitted on Wattle

Feedback: to be released with final course grades on 30.06.2022

Assessment Task 5

Value: 5 %
Due Date: 06/06/2022
Return of Assessment: 30/06/2022
Learning Outcomes: 5,6,8

Peer evaluation (of group work and group project) - (5%)

This assessment task requires participants to evaluate their peers' contribution and quality of work to the group's works and project.

Assessment type: Individual

Due date: 06.06.2022

Form of submission: via Turnitin on the course Wattle site

Feedback: to be released with final course grades on 30.06.2022

Further details will be made available on the course Wattle site at least two weeks prior to due date

Assessment Task 6

Value: 20 %
Due Date: 02/06/2022
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 (through relevant evidence) on their achievement of the learning outcomes set for the course.

Comments on self-reflection after the release of results.

Assessment type: Individual

Word limit: 250 to 1000 words EXCLUDING List of References. Part of the reflection task in excess of 1000 words will not be read or marked.

Marking criteria: More details on the task requirements and rubrics for marking will be made available on the course Wattle site.

Due date: 01.04.2022 @23.55 (Friday week 6), and 02.06.2022 @23.55 via Turnitin

Form of submission: via Turnitin on the course Wattle site

Feedback: Within 2 weeks and after release of results on 30.06.2022, respectively

Further details will be made available on the course Wattle site at least two weeks prior to due date

Academic Integrity

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.

Online Submission

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.

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

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/rsm-assessment-extension/ .

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. 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

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).

Dr Patrick L'Espoir Decosta
+61 2 612 53030

Research Interests

Tourism and Destination Marketing and Promotion, Marketing, Consumer Behaviour, Island Tourism, Sustainable Development Goals (Tourism), Evidence-Based education

Dr Patrick L'Espoir Decosta

Tuesday 16:00 17:00
Tuesday 16:00 17:00
By Appointment
By Appointment
Dr Patrick L'Espoir Decosta
+61 2 612 53030

Research Interests

Dr Patrick L'Espoir Decosta

Tuesday 16:00 17:00
Tuesday 16:00 17:00
By Appointment
By Appointment

Responsible Officer: Registrar, Student Administration / Page Contact: Website Administrator / Frequently Asked Questions