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, marketing planning and competitive strategies; 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 the competitive global business environment;
4. Successfully design and plan the implementation of marketing plans and strategies;
5. Critically evaluate case studies, identifying and analysing problems and then making recommendations for practical implementation;
6. Apply marketing concepts, illustrating the importance of major marketing decisions; and
7. Communicate effectively, individually and in teams, in oral presentation and written forms using the concepts and terminology of the marketing discipline.

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 case examples of marketing in operation.

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 information will be communicated directly to students by the ANU Examinations Office. Further advice will be provided by end of Week 12.

Required Resources

Grewel, D. and Levy, M. (2019). M: Markting 6^th Edition, McGraw-Hill Australia.

M: Marketing. [VitalSource Bookshelf]. Retrieved from https://bookshelf.vitalsource.com/#/books/9781307419603/

eBook

Cost: approx. $60.00

ISBN: 9781307419603

URL: https://www.mheducation.com.au/9781307419603-aus-ebook-m-marketing-6e

Print Edition (dated 2018)

Cost: Approx. $100.00

ISBN: 9781260092103

URL: https://www.mheducation.com.au/9781260092103-aus-m-marketing

Pre-Used

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

Library

The ebook is available from the Library for 2-hour short loan.

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/

- 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	1 Overview of Marketing 2 Developing Marketing Strategies and a Marketing Plan
2	3 Social and Mobile Marketing
3	4 Conscious Marketing, Corporate Social Responsibility, and Ethics
4	5 Analyzing the Marketing Environment	Assessment Task 1: Fast Paced Online Assignment
5	6 Consumer Behavior
6	7 Business-to-Business Marketing 8 Global Marketing
7	9 Segmentation, Targeting, and Positioning 10 Marketing Research
8	11 Product, Branding, and Packaging Decisions
9	12 Developing New Products 13 Services: The Intangible Product
10	14 Pricing Concepts for Establishing Value	Assessment 2: Marketing Audit
11	15 Supply Chain and Channel Management 16 Retailing and Omnichannel Marketing
12	17 Integrated Marketing Communications 18 Advertising, Public Relations, and Sales Promotions 19 Personal Selling and Sales Management

Tutorial Registration

This course has tutorials or tutorial-like teaching activities. 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
Fast Paced Online Assignment	20 %	21/08/2020	04/09/2020	1,3
Marketing Audit	40 %	16/10/2020	30/10/2020	2,4,5,6,7
End of Semester Exam	40 %	02/11/2020	03/12/2020	1,3

* 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

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, we recommend catching up via the provided online recovery tools as a virtual alternative.

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 examination information will be communicated directly to students by the ANU Examinations Office. Further advice will be provided by end of Week 12.

This course does have examinations because they're part of the educational part and parcel of producing marketing students who can work within restricted resources, tight deadlines, and limited budgets.

Assessment Task 1

Fast Paced Online Assignment

Worth: 20%

Type: Individual

Words: 1500 words

Submission: via Turnitin

Return: Within two weeks of submission

Overview:

The fast pace online assignment comprises a set of short-answer questions that assess understanding and application of the lecture topics from weeks 1 to 4 (inclusive). This is a time-limited task that starts in Wattle after the lecture for the week, and closes at midnight the Friday of Week 4.

Information regarding the question style, learning resources, marking criteria, and online instructions will be posted on Wattle and discussed in lectures.

Feedback from this task will be aimed to give opportunities for improved performance in the MKTG2004 exam.

Learning Outcomes

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

3. Explain and illustrate the need for a marketing orientation in the competitive global business environment

Details will be provided in Week 2.

Assessment Task 2

Marketing Audit

Worth: 40%

Type: Group (Group size between 1 and 4 people).

Words: 2000 words +/- 10%

Submission: via Turnitin

Due: 4.00pm Friday Week 10

Return: Week 12

 

Overview: The Marketing Audit

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, because this is a university assignment. Groups will prepare a 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.

Groups may consist of between 1 and 4 people.

Information about the project requirements and marking criteria will be posted on Wattle and discussed in lectures no later than Week 3.

Group formation and allocation of organisations is scheduled for Week 4 tutorials.

Various class activities and resources are also in place to support the collaborative completion of this task.

Assessment Task 3

End of Semester Exam

Worth: 40%

Type: Individual

Time: 2 hours

Submission: via Turnitin

Due: Exam period

Overview:

An opportunity to make use of the semester's MKTG2004 content, materials and study matter, inclusive of the training feedback provided from Assessment 1.

Learning Outcomes

1. Define, explain and illustrate marketing concepts, including the marketing mix, and their application to profit oriented and non-profit organisations1

3. Explain and illustrate the need for a marketing orientation in the competitive global business environment

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

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. The RSM Extension Application Form and further information on this process can be found at https://www.rsm.anu.edu.au/education/education-programs/notices-for-students/extension-application-procedure/

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