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:
- Explain with illustrations marketing concepts, including the marketing mix, and their application to profit-oriented and non-profit organisations;
- Describe how marketing is integrated with other functional areas of business;
- Identify marketing problems from live case studies;
- Critically discuss the need for a marketing orientation in a competitive business environment;
- Analyse marketing theory to recommend practical solutions to marketing problems;
- Apply marketing concepts to illustrate their importance in major marketing decisions; and
- Communicate effectively, individually and in teams, in oral presentations 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
There are no additional class costs.
Examination Material or equipment
There is no final examination for this course.
Required Resources
Grewel, D. and Levy, M. (2021). M: Marketing 7th Edition, McGraw-Hill Australia.
- eBook (available from the Library)
ISBN: 9781260428292, 126042829X
URL: https://www.mheducation.com.au/ise-ebook-online-access-for-grewal-m-9781260590500-aus
- Print Edition (dated 2021)
ISBN: 9781260087710, 1260087719
URL: https://www.mheducation.com.au/ise-m-marketing-9781260576009-aus
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, and focus groups.
- Feedback within the Turnitin assessment framework, inclusive of marking criteria, quick marks, 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.Other Information
Important: Updates and announcements for this course will be circulated via emails and/or Wattle site. Please ensure that your official ANU email address is effective, that you have access to Wattle, and that you regularly check both your email and Course Announcements.
Student Consultation: Consultation requests to students will be circulated by Course Announcements or by email.
Every effort will be made to respond to student queries as soon as possible, and within 2-3 business days unless there are special circumstances. The preferred initial method of contact is email, with other forms of telecommunications used where appropriate.
Class Schedule
| Week/Session | Summary of Activities | Assessment |
|---|---|---|
| 1 | Assessing the MarketplaceOverview of MarketingDeveloping Marketing Strategies and a Marketing Plan | Chapter 1 and Chapter 2: Grewel, D. and Levy, M. (2021). M: Marketing 7th EditionNo tutorials in Week 1. |
| 2 | EngagementSocial and Mobile MarketingAssessing the MarketplaceConscious Marketing, Corporate Social Responsibility, and Ethics | Chapter 3: Grewel, D. and Levy, M. (2021). M: Marketing 7th EditionChapter 4: Grewel, D. and Levy, M. (2021). M: Marketing 7th Edition |
| 3 | Assessing the MarketplaceAnalyzing the Marketing Environment | Chapter 5: Grewel, D. and Levy, M. (2021). M: Marketing 7th Edition |
| 4 | Understanding the MarketplaceConsumer Behavior | Chapter 6: Grewel, D. and Levy, M. (2021). M: Marketing 7th Edition |
| 5 | Understanding the MarketplaceBusiness-to-Business MarketingGlobal Marketing | Chapter 7 and Chapter 8: Grewel, D. and Levy, M. (2021). M: Marketing 7th EditionAssessment Task 1: Fast-Pace Short-Length High-Speed Theory Assignment (Due: Monday 18.03.2024 @ 17:00) |
| 6 | Targeting the MarketplaceSegmentation, Targeting, and Positioning(Public Holiday, Good Friday, March 29) | Chapter 9: Grewel, D. and Levy, M. (2021). M: Marketing 7th Edition |
| 7 | Targeting the MarketplaceMarketing Research | Chapter 10: Grewel, D. and Levy, M. (2021). M: Marketing 7th Edition |
| 8 | Value CreationProduct, Branding, and Packaging Decisions | Chapter 11: Grewel, D. and Levy, M. (2021). M: Marketing 7th Edition |
| 9 | Value CreationDeveloping New ProductsServices: The Intangible Product | Chapter 12 and Chapter 13: Grewel, D. and Levy, M. (2021). M: Marketing 7th EditionAssessment Task 2: Segmentation, Targeting, and Positioning (Due: Friday 03.05.2024 @ 23:59) |
| 10 | Value CapturePricing Concepts for Establishing Value | Chapter 14: Grewel, D. and Levy, M. (2021). M: Marketing 7th Edition |
| 11 | Value DeliverySupply 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 CommunicationIntegrated Marketing CommunicationsAdvertising, Public Relations, and Sales PromotionsPersonal Selling and Sales Management | Chapter 17, Chapter 18, and Chapter 19: Grewel, D. and Levy, M. (2021). M: Marketing 7th Edition |
| 13 | Examination Period | Assessment Task 3: The Marketing Audit (Due: Monday 27.05.2024 @ 23.59) |
| 14 | Examination Period | Assessment Task 4: End of Semester Learning Recap Video Assignment (Due: Monday 10.06.2024 @ 23.59) |
Tutorial Registration
Tutorials will be held weekly (starting from Week 2). ANU utilises MyTimetable to enable students to view the timetable for their enrolled courses, browse, and then self-allocate to small teaching activities/tutorials so they can better plan their time. Tutorial registration will be available two weeks prior to the beginning of the semester and will close at the end of Week 1. Please note that this class will have an in-person/face-to-face delivery for the tutorials. More details can be found on the Timetable [https://www.anu.edu.au/students/program-administration/timetabling].
Assessment Summary
| Assessment task | Value | Due Date | Return of assessment | Learning Outcomes |
|---|---|---|---|---|
| Fast-Pace Short-Length High-Speed Theory Assignment | 30 % | 18/03/2024 | 28/03/2024 | 1 |
| Segmentation, Targeting, and Positioning | 20 % | 03/05/2024 | 17/05/2024 | 1,3 |
| The Marketing Audit | 30 % | 27/05/2024 | 27/06/2024 | 4,5 |
| End of Semester Learning Recap Video Assignment | 20 % | 10/06/2024 | 27/06/2024 | 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 flipped classroom model.
- Lectures will be pre-recorded, and available through Wattle. These are required to be watched prior to your tutorial activity.
- A live seminar will be conducted in addition to the recorded lectures. The lecture videos are required pre-watching for the live seminar. As this is a co-created space, student participation, engagement, and activity are required, and if the cohort opts out of engagement, that decision will be respected.
- Tutorials will be carried out face-to-face on-campus - these will not be recorded, and there are no online delivery options.
Attendance at lectures and tutorials, while not compulsory, is expected in line with the “Code of Practice for Teaching and Learning” clause 2 paragraph (b). Marketing is based on the principle of co-creation, which requires active engagement from the consumer to create the experience of the value offering. This subject is accordingly designed to be best completed with high engagement, where the most value for your educational dollar comes from. Attendance is the first step, however, 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
Learning Outcomes: 1
Fast-Pace Short-Length High-Speed Theory Assignment
Assessment Description: 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. More information about the assessment task will be provided on the Wattle course site.
Assessment Type: Individual
Weight: 30%
Words: 1500 words (+/- 10%). Word limit includes all headings, sub-headings, and in-text citations. Any submission which exceeds the (+/- 10%) allowance for the word count (i.e., 1650 words) based on Turnitin will be penalised as follows:
- First 100 words: 5% of the total marks available for the submission.
- Next 150 words: 10% of the total marks available for the submission.
- Next 150 words: 15% of the total marks available for the submission.
- Anything above these counts: 20% of the total marks available for the submission.
References: APA 7th style (excluded from the word count). Click here for more information on the referencing style: APA 7th Style. More information about the referencing style will be provided on Wattle. Proper referencing is a Mandatory Submission Requirement. Any decision to not reference in this paper will be regarded as a deliberate request to be placed in the 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.
Submission: via Turnitin on Wattle.
Marking Criteria/Rubrics: See Assessment Brief on Wattle.
Duration/Due Date: 72 hours for task completion (Friday Week 4 @ 5 pm to Monday Week 5 @ 5 pm)
Late Submission: Late submission of the assessment task without a pre-approved extension will be penalised at the rate of 5% of the possible marks available per working day or part thereof. Assessment tasks submitted beyond 10 working days from the due date, or on or after the specified return date in the Class Summary will not be accepted. All assessment extension requests must be submitted via the CBE Assessment Extension Request Form before the due date.
Feedback: Individual feedback with marks will be made available within 2 weeks of submission.
Learning Objectives: 1
Assessment Task 2
Learning Outcomes: 1,3
Segmentation, Targeting, and Positioning
Assessment Description: Students will be asked to complete a segmentation, targeting and positioning analysis from a list of products provided on Wattle. In this task, students will be asked to:
- Provide a brief background and description of the product and the company making the product (250 words).
- 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).
- 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).
- Identify an incompatible audience who would not be suited to using the product given the current, and intended recommended audience (250 words).
More information about the assessment task will be provided on the Wattle course site.
Assessment Type: Individual
Weight: 20%
Words: 1500 words (+/- 10%). Word limit includes all headings, sub-headings, and in-text citations. Any submission which exceeds the (+/- 10%) allowance for the word count (i.e., 1650 words) based on Turnitin will be penalised as follows:
- First 100 words: 5% of the total marks available for the submission.
- Next 150 words: 10% of the total marks available for the submission.
- Next 150 words: 15% of the total marks available for the submission.
- Anything above these counts: 20% of the total marks available for the submission.
References: APA 7th style (excluded from the word count). Click here for more information on the referencing style: APA 7th Style. More information about the referencing style will be provided on Wattle. Proper referencing is a Mandatory Submission Requirement. Any decision to not reference in this paper will be regarded as a deliberate request to be placed in the 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.
Submission: 03.05.2024 via Turnitin on Wattle.
Marking Criteria/Rubrics: See Assessment Brief on Wattle.
Late Submission: Late submission of the assessment task without a pre-approved extension will be penalised at the rate of 5% of the possible marks available per working day or part thereof. Assessment tasks submitted beyond 10 working days from the due date, or on or after the specified return date in the Class Summary will not be accepted. All assessment extension requests must be submitted via the CBE Assessment Extension Request Form before the due date.
Feedback: Individual feedback with marks will be made available within 2 weeks of submission.
Learning Objectives: 1, 3
Assessment Task 3
Learning Outcomes: 4,5
The Marketing Audit
Assessment Description: The Marketing Audit involves analysing the situation, strategy, and tactics of a real organisation and developing evidence-based recommendations for that organisation. In this task, students form groups between 1 and 4 members and write a review of the externally visible, publicly accessible marketing actions of the target organisation with regard to the specific product and audience they outlined in the STP analysis (Assessment Task 2). Groups deliver their work in as a single Written Report, with references to academic theory, discoverable evidence in the public sphere, personal observational evidence from the Australian marketplace and any industry/trade material accessible through the ANU library database systems. This is an audit, so the teaching team will be expecting to see evidence of critical analysis and thinking demonstrated clearly in this task. Groups will also 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. More information about the assessment task will be provided on the Wattle course site.
Please note that regardless of the number of individuals in the group, the expected task performance, in terms of volume and hours invested, should reflect the same level of commitment and effort per person, ensuring that solo work maintains the same high standards as group efforts.
Assessment Type: Group (group size between 1 and 4 people; group size and membership are decided by students themselves).
Weight: 30%
Words: 2000 words (+/- 10%). Word limit includes all headings, sub-headings, and in-text citations. Any submission which exceeds the (+/- 10%) allowance for the word count (i.e., 2200 words) based on Turnitin will be penalised as follows:
- First 100 words: 5% of the total marks available for the submission.
- Next 150 words: 10% of the total marks available for the submission.
- Next 150 words: 15% of the total marks available for the submission.
- Anything above these counts: 20% of the total marks available for the submission.
References: APA 7th style (excluded from the word count). Click here for more information on the referencing style: APA 7th Style. More information about the referencing style will be provided on Wattle. Proper referencing is a Mandatory Submission Requirement. Any decision to not reference in this paper will be regarded as a deliberate request to be placed in the 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.
Submission: 27.05.2024 via Turnitin on Wattle.
Marking Criteria/Rubrics: See Assessment Brief on Wattle.
Late Submission: Late submission of the assessment task without a pre-approved extension will be penalised at the rate of 5% of the possible marks available per working day or part thereof. Assessment tasks submitted beyond 10 working days from the due date, or on or after the specified return date in the Class Summary will not be accepted. All assessment extension requests must be submitted via the CBE Assessment Extension Request Form before the due date.
Feedback: Individual feedback with marks will be made available within 2 weeks of submission.
Learning Objectives: 4, 5
Assessment Task 4
Learning Outcomes: 2,6
End of Semester Learning Recap Video Assignment
Assessment Description: This is a self guided reflective audit of a student's course experience, delivered in video, with an accompanying PowerPoint deck. In this reflective task, students will explore the semester's lived experience of learning marketing through the lens of marketing theory (inclusive of value, co-creation, service dominant logic, consumer behavior and other sections), and how the weekly tutorials, seminars and content built together to create their semester experience. References will be present and required as students will be discussing theory in the context of their experience of the semester. More information about the assessment task will be provided on the Wattle course site.
Assessment Type: Individual
Weight: 20%
Length: no less than 5 minutes, no more than 10 minutes. Strict enforcement of minimum and maximum length will be used. 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 under-length, 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 submission.
- Up to 2 minutes under: 10% of the total marks available for the submission.
- Up to 3 minutes under: 15% of the total marks available for the submission.
- Anything below 3 minutes or more: 20% of the total marks available for the submission.
References: APA 7th style (excluded from the word count). Click here for more information on the referencing style: APA 7th Style. More information about the referencing style will be provided on Wattle. Proper referencing is a Mandatory Submission Requirement. Any decision to not reference in this paper will be regarded as a deliberate request to be placed in the 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.
Submission: 10.06.2024 a pre-recorded video in the required/accepted formats via Wattle. Further details will be provided in the Assessment Brief on Wattle.
Marking Criteria/Rubrics: See Assessment Brief on Wattle.
Late Submission: Late submission of the assessment task without a pre-approved extension will be penalised at the rate of 5% of the possible marks available per working day or part thereof. Assessment tasks submitted beyond 10 working days from the due date, or on or after the specified return date in the Class Summary will not be accepted. All assessment extension requests must be submitted via the CBE Assessment Extension Request Form before the due date.
Feedback: Formal release of grades.
Learning Objectives: 2, 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
Use of Turnitin: Unless an exemption has been approved by the Associate Dean (Education) submission must be through Turnitin.
Lodgement: You will be required to electronically sign a declaration as part of the submission of your assessment. Please keep a copy of the assessment for your records.
Identification: Please ensure that any assessment task submitted can be attributed to you for grading purposes. We recommend including your student number on the assessment and in the file name.
Use of AI: AI-assisted essays will not be accepted in this course. The purpose of the assessments is your personal skills development and demonstration of critical, analytical, and synthesis skills.
Hardcopy Submission
For some forms of assessment (handwritten assignments, art works, laboratory notes, etc.) hard copy submission is appropriate when approved by the Associate Dean (Education). Hard copy submissions must be accompanied by the Assignment Cover Sheet. Please keep a copy of the assessment for your records.
Late Submission
Assessment Tasks 1-4: Late submission of the assessment tasks without a pre-approved extension will be penalised at the rate of 5% of the possible marks available per working day or part thereof. Assessment tasks submitted beyond 10 working days from the due date, or on or after the specified return date in the Class Summary will not be accepted.
All requests for extensions to assessment in RSM courses must be submitted through the CBE extension request portal: CBE Assessment Extension Request Form. Further information on this process can be found at https://rsm.anu.edu.au/study/students/extension-application-procedure
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 the relevant 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 assessment requirements, resubmissions are permitted up until the due date and time, but not allowed afterward. Any submission done after the specified submission date and time will be considered a late submission and the listed penalty conditions will apply.
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 Access 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 all ANU students
Convener
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Nabila Nisha
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Instructor
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Dr Stephen Dann
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