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:
- 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.
Other Information
Indicative Assessment
- Typical assessment may include, but is not restricted to: online quizzes, short essay assignments, reflective pieces, proposals, presentations and oral defense and project reports. Further details will be made available via the Class Summary (null) [LO null]
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Workload
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.
Inherent Requirements
Not applicable.
Requisite and Incompatibility
You will need to contact the Research School of Management to request a permission code to enrol in this course.
Prescribed Texts
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
Preliminary Reading
Cases from Harvard Business School Publishing (to be provided on course website)
Assumed Knowledge
Students are expected to have knowledge of introductory management and business concepts.
Fees
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:
- 34
- 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.
Where there is a unit range displayed for this course, not all unit options below may be available.
| Units | EFTSL |
|---|---|
| 6.00 | 0.12500 |
Course fees
- Domestic fee paying students
| Year | Fee | Description |
|---|---|---|
| 2024 | $4680 | Standard Rate |
| 2024 | $3720 |
Grandfathered Rate*
*continuing students in nominated programs only. See fee website |
- International fee paying students
| Year | Fee |
|---|---|
| 2024 | $6000 |
Offerings, Dates and Class Summary Links
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.