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 no final examination for this course.

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

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	Engagement Social and Mobile Marketing Assessing the Marketplace Conscious Marketing, Corporate Social Responsibility, and Ethics	Chapter 3: Grewel, D. and Levy, M. (2021). M: Marketing 7th Edition Chapter 4: Grewel, D. and Levy, M. (2021). M: Marketing 7th Edition
3	Assessing the Marketplace Analyzing the Marketing Environment	Chapter 5 : Grewel, D. and Levy, M. (2021). M: Marketing 7th Edition
4	Understanding the Marketplace Consumer Behavior	Chapter 6 : Grewel, D. and Levy, M. (2021). M: Marketing 7th Edition
5	Understanding the Marketplace Business-to-Business Marketing Global Marketing	Chapter 7 and Chapter 8 : Grewel, D. and Levy, M. (2021). M: Marketing 7th Edition
6	Targeting the Marketplace Segmentation, Targeting, and Positioning	Chapter 09: Grewel, D. and Levy, M. (2021). M: Marketing 7th Edition
7	Targeting the Marketplace Marketing Research	Chapter 10: Grewel, D. and Levy, M. (2021). M: Marketing 7th Edition
8	Value Creation Product, Branding, and Packaging Decisions	Chapter 11: Grewel, D. and Levy, M. (2021). M: Marketing 7th Edition
9	Value Creation Developing New Products Services: The Intangible Product	Chapter 12 and Chapter 13: Grewel, D. and Levy, M. (2021). M: Marketing 7th Edition
10	Value Capture Pricing Concepts for Establishing Value	Chapter 14: Grewel, D. and Levy, M. (2021). M: Marketing 7th Edition
11	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
12	Value Communication Integrated Marketing Communications Advertising, Public Relations, and Sales Promotions Personal Selling and Sales Management	Chapter 17, Chapter 18 and Chapter 19: 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 Assignment (Theory)	30 %	17/03/2023	31/03/2023	1
STP - Segmentation, Targeting and Positioning	20 %	28/04/2023	12/05/2023	1,3
The Marketing Audit	30 %	26/05/2023	05/06/2023	2,4,5
End of Semester Learning Recap (Video assessment task)	20 %	05/06/2023	29/06/2023	2, 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 using 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 no final examination for this course.

Assessment Task 1

Take Home Assignment (Theory)

Marks:

30% of course total, individual assessment

Details:

Students will be asked to complete short answer style questions on the first 4 weeks of course content inclusive of materials in lectures, seminars and tutorials. There is an expectation that students will have accessed all available MKTG2004 course experiences and questions can draw upon any of the material covered to date in the course.

Format of the student response to the questions will be essay style, with a mandatory requirement to use reference, citation, and evidence led thinking to resolve the questions. Students will be graded according to marking criteria that will be released on Wattle.

Students will have 72 hours to complete the item, with the exam opening 5pm Friday Week 4, and closing 5pm Monday Week 5. All times are AEST.

Answers will be submitted via Wattle.

References will be required. Electing not to use reference will be regarded as a deliberate action, and treated accordingly under the marks criteria.

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

Learning Outcome 1 Define, explain and illustrate marketing concepts, including the marketing mix, and their application to profit oriented and non-profit organisations

More information about the assignment including length, marking criteria and penalty applied will be made available within the first 2 weeks of semester 1 of 2023

Assessment Task 2

STP - Segmentation, Targeting and Positioning

Worth: 20%

Type: Individual

Words: 1500 words

Submission: via Turnitin on the course Wattle site

Due: 17:01hrs, Friday Week 08.

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.

In the paper, students will be asked to

1. A brief background and description of the product and the company making the product (~250 words)
2. Identify a single, specific and narrow current audience for that product, including an assessment of the value offer being presented to that audience by this product (500 words).
3. Identify and recommend one ‘new’ audience for the company to expand into which would be both (a) compatible for the product without requiring change to the value offer and (b) compatible with the current audience (500 words).
4. An incompatible audience who would not be suited to using the product given the current, and intended recommended audience (250 words).

Students will be required to use academic referencing in this paper. Any decision to not reference in this paper will be regarded as a deliberate request to be placed in lower end of the available grades, and actioned accordingly. References will involve any and all aspects of marketing covered by the course up to the submission date, including any set chapter readings, course materials, and self-guided research from library databases, Google Scholar or other academic sources.

A marking guide for this item will be placed on Wattle.

Late Submissions: Submission of assessment tasks without an extension after the due date will incur the standard ANU penalty.

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.

Learning Outcome 1 Define, explain and illustrate marketing concepts, including the marketing mix, and their application to profit oriented and non-profit organisations

Learning Outcome 3 Explain and illustrate the need for a marketing orientation in a competitive business environment

Assessment Task 3

The Marketing Audit

Worth: 30%

Type: Group (Group size between 1 and 4 people. Group size and membership are decided by students themselves).

Words: 2000 words +/- 10% (Reference lists are not part of the word count)

Submission: via Turnitin on the course Wattle site

Due: 5pm, Friday, Week 12.

Return: Within two weeks of submission

 

Overview:

Remember that product you used for the STP analysis? Well since you've had a good look at the audience for it, let's deep dive into how the organisation is addressing that audience with marketing activity. In this paper, you will write a review of the externally visible, publicly accessible marketing actions of the target organisation with regard to the specific product and audience you outlined in the STP analysis.

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 to academic theory, discoverable.

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.

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 Wattle

Late Submissions: Submission of assessment tasks without an extension after the due date will incur the standard ANU penalty.

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.

Learning Outcome 4 Identify and analyse problems, and then make recommendations for practical implementation, using live case studies and theory

Learning Outcome 5 Apply marketing concepts, illustrating the importance of major marketing decisions

Assessment Task 4

End of Semester Learning Recap (Video assessment task)

Worth: 20%

Type: Individual

Time: Video of a minimum length of 5 minutes to a maximum length of 10 minutes + an accompanying PPT submission.

Submission: via Wattle site

Due: No later than Monday June 5, 10am (Exam Week)

Return: After exams on release of final grades

 

Overview:

This is personal journey recap, where you explore the semester's lived experience of learning marketing through the lens of marketing theory (particularly customer co-creation of value), and how the weekly tutorials, seminars and content built together to create your semester experience. In this reflective task, you will be combining your knowledge of marketing theory, inclusive of value, co-creation, service dominant logic, consumer behavior and other sections, with your experience of being a consumer of MKTG2004 to recap, review and reflect on your experience. References will be present and required as you will be discussing theory in the context of your experience of the semester.

This is a self guided reflective audit of your course experience, delivered in video, with an accompanying PowerPoint deck, and developed over the semester with in-class activity in seminars, forums, workshops, and tutorials. As your final submission item, it is your opportunity to integrate a semester of experiences into a final video presentation package inclusive of references, acknowledgement of the influence of marketing theory, and your interaction with the course materials.

Marking Criteria: will be posted on Wattled

Late Submissions: Submission of assessment tasks without an extension after the due date will incur the standard ANU penalty.

Time Count Penalty: As the task has a finite range (5 minute minimum, 10 minute maximum). Markers will stop viewing the video at the 10 minute mark, and will not grade material beyond that time mark. Any submission below 5 minutes will be penalised for underlength, in addition to being unlikely to score well on the criteria due lack of depth.

up to 1 minute under : 5% of the total marks available for the item.

up to 2 minutes under : 10% of the total marks available for the item.

up to 3 minutes under : 15% of the total marks available for the item

Anything below 3 minutes or more: 20% of the total marks available for the item.

Learning Outcome 2 Explain and illustrate how marketing is integrated with other functional areas of business

Learning Outcome 6 Communicate effectively, individually and in teams, in oral presentation and written forms using the concepts and terminology of the marketing discipline

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