- Code MKTG7001
- Unit Value 6 units
- Offered by Research School of Management
- ANU College ANU College of Business and Economics
- Course subject Marketing
- Areas of interest Business Information Systems, International Business, Management, Marketing
- Academic career PGRD
- Dr Patrick L'Espoir Decosta
- Mode of delivery In Person
First Semester 2021
See Future Offerings
This course involves on campus teaching. For students unable to come to campus there will be a remote option. See the Class Summary for more details.
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.
Upon successful completion, students will have the knowledge and skills to:
- Define marketing concepts, including the marketing mix, and their application to organisations;
- Explain the need for a marketing orientation in the competitive global business environment;
- Apply an evidence-based approach to decision making to achieve the organization's goals and objectives;
- 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;
- 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;
- 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;
- Reassess the role of marketing in the organization as a critical process beyond a mere function;
- 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.
- A group project related to either a marketing plan or an integrated marketing communication plan (formative and summative) (20) [LO 1,2,3,4,5,6,7,8]
- Individual oral defense of group project (marketing plan or integrated marketing communication plan) (10) [LO 1,2,3,4,5,7,8]
- Individual critical Appraisal of topics based on claims in the fields of marketing, branding and promotion (formative and summative) (25) [LO 1,2,3,4,5,7,8]
- Individual case submission (formative) (20) [LO 1,2,3,4,5,7,8]
- Individual knowledge-based tests (continuous and formative) (25) [LO 1,2,3,4,5,7,8]
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Students taking this course are expected to commit at least 10 hours per week to completing the work. This will include 3 hours per week in class and at least 7 hours a week on average on course reading, research, writing and assessment work.
Where this course is offered in intensive delivery mode as a continuous block over a shorter period of time, the expected total time commitment for this course will be 130 hours.
Requisite and Incompatibility
You will need to contact the Research School of Management to request a permission code to enrol in this course.
For the most up to date list of prescribed text, please view the class summary.
Course text: MARKETING: THEORY, EVIDENCE PRACTICE (2017) (2nd edition) by Byron Sharp. Oxford University Press: Australia
Preliminary reading: "The end of marketing by" Regis McKenna, November 14, 2000, Business2.Com
Cases from Harvard Business School Publishing (to be provided on course website)
Students are expected to have knowledge of introductory management and business concepts.
Tuition fees are for the academic year indicated at the top of the page.
Commonwealth Support (CSP) Students
If you have been offered a Commonwealth supported place, your fees are set by the Australian Government for each course. At ANU 1 EFTSL is 48 units (normally 8 x 6-unit courses). More information about your student contribution amount for each course at Fees.
- Student Contribution Band:
- Unit value:
- 6 units
If you are a domestic graduate coursework student with a Domestic Tuition Fee (DTF) place or international student you will be required to pay course tuition fees (see below). Course tuition fees are indexed annually. Further information for domestic and international students about tuition and other fees can be found at Fees.
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Offerings, Dates and Class Summary Links
Class summaries, if available, can be accessed by clicking on the View link for the relevant class number.