Research School of Management

The Australian National University
ACT 0200
02 6125 6737, 02 6125 9839
02 6125 8796

Room 1088
Level 1 LF Crisp Building
ANU Campus Map (map

College of Business and Economics
The Australian National University
ACT 0200
International +61 2 6125 3807
Within Australia: 1300 732 120
(local call cost only)
Fax: International: +61 2 6125 0744
Within Australia: 02 6125 0744

Level 2
Building 26C

Students with enquiries about program (degree) requirements should contact the College
office; enquiries about course administration (subjects) are normally handled by the relevant
Research School.


Semester 1, 2014
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; market information, research analysis; industry
analysis, marketing planning and competitive strategies; buyer behaviour in the
consumer and business markets; pricing products and services; distribution channels;
integrated marketing communications; marketing of services; e-marketing; managing
and evaluating the marketing effort.
Mode of Delivery

On campus




Dr Stephen Dann




Office hours for student

Tuesday 12-1.30. Booking via

Student administrator/s

RSM Student Office (Monday to Friday 9am to 5pm)

1 | T HE A U S T R A L I A N N A T I O N A L U N I V E R S I T Y

6. the need for a marketing orientation in the competitive global business b. c. students will be able to: 1. 4. Mid Semester Exam 40% Week 8 3 Marketing Mix Project .Phone: 6125 6737 or 6125 9839 Email: Enquiries. explain and illustrate marketing concepts. successfully design and plan the implementation of marketing plans and strategies. Marketing Mix Proposal 20% Week 7 2. individually and in teams. including the marketing mix. in oral presentation and written forms using the concepts and terminology of the marketing discipline. 5. 2. apply marketing illustrating the importance of major marketing decisions. and their application to profit oriented and non-profit organisations. identifying and analysing problems and then making recommendations for practical COURSE OVERVIEW Learning Outcomes Upon successful completion of the requirements for this course. If there are any changes to the assessment. those changes will be publicised on Wattle. how marketing is integrated with other functional areas of business. define. 3. Assessment Task Value Due Date 1. Proposed Assessment (Summary): Assessment for this course will be confirmed after consultation with students at the first lecture of the semester. the consequences of emerging information technologies for marketing http://programsandcourses.rsm@anu. explain and illustrate: a. communicate effectively. critically evaluate case studies. 40% Week 13 Feedback Staff Feedback Students will be given feedback in the following forms in this course:  written comments 2 | T HE A U S T R A L I A N N A T I O N A L U N I V E R S I T Y .

au/ Students are expected to have read the Code of Practice for Student Academic Integrity before the commencement of their course. procedures and guidelines. Marketing Research 5 5. One of the key formal ways students have to provide feedback is through Student Experience of Learning Support (SELS) surveys. Sharpening the Focus Semester Break 1 Semester Break 2 3 | T HE A U S T R A L I A N N A T I O N A L U N I V E R S I T Y Assessment Marketing Mix Proposal Thriving in the Marketing Environment 4 4. feedback to the whole class. go to: http://unistats. to groups. Consumer Behaviour 6 6.anu. and opportunities for improvement. University Education Committee and Academic Board with opportunities to recognise excellent teaching. You can find the University’s education policies and an explanatory glossary at: and http://unistats. which are designed to ensure that staff and students are aware of the University’s academic standards. Business-to-business Markets 7 Policies ANU has educational policies. The feedback given in these surveys is anonymous and provides the and implement them.anu. Welcome to the World of Marketing 2 2. to individuals Student Feedback ANU is committed to the demonstration of educational excellence and regularly seeks feedback from students. Strategic Market Planning 3 3. Key policies include:  Student Assessment (Coursework)  Student Surveys and Evaluations  Assessment of Student Learning COURSE SCHEDULE Week/ Summary of Activities Sessio n 1 1.  verbal comments. For more information on student surveys at ANU and reports on the feedback provided on ANU

students may indicate their intention to work with a group. framework and practical elements towards the marketing of the product outlined in the marketing mix proposal with specific attention to the marketing strategy and segment stated in the proposal. Trade Promotion. marketing strategy and market segment for the Marketing Mix Project. for the second assessment task. Advertising. This project is the first part of a dual stage project. students may form into groups of between 1 and 4 people for this project. This project is connected to the Marketing Mix proposal. Pricing the Product 11 11. Consumer Sales Promotion and Public Relations 12. 4 | T HE A U S T R A L I A N N A T I O N A L U N I V E R S I T Y . Online Marketing Communication and New Media 14. with the requirement that the Mix Project being connected Further details of the project will be available on the Wattle LMS. or as individuals. Creating and Managing Products 9. Delivering Value through Supply Chains and Logistics 13 Marketing Assignment Workshop Mid Semester Exam Marketing Mix Paper Examination period ASSESSMENT REQUIREMENTS Assessment Tasks Assessment Task 1: Marketing Mix Proposal Details of task: Students are to present an individual short written project which will outline their chosen company. In the first phase. product. Further details of the project will be available on the Wattle LMS. Data-driven Marketing and Personal Selling 12 13. Services and Other Intangibles 10 10. Whilst the proposal is a solo assignment. Assessment Rubrics Word limit: 1500 words Value: 20% Individual Assessment Assessment Task 2: Marketing Mix Project Details of task: Students are asked to deliver an individual or group project which outlines how they will apply the marketing mix concepts.8 Mid Semester Exam 9 8.

and for grade moderation exercises for teaching staff. Use of Assignments as exemplars and grade moderation An important resource for enhancing educational quality is a stock of student work which can be de-identified and used as exemplars for future students in ANU courses. Further details of the exam will be available on the Wattle LMS. An application for Special Consideration must:  where relevant include a medical report completed by a medical practitioner (an ordinary "medical certificate" is not sufficient). and  be submitted as soon as practicable. Value: 40% Length: 2 hours Assignment submission Online Submission: Assignments are submitted using the course Wattle site. Late submission of Assignments If an assignment is submitted after the due date it will not be marked unless an application for Special Consideration is approved. If you do not wish your assignment to be used for such purposes please include a note to that effect on the front page of the assignment. Please keep a copy of the assignment for your records.Assessment Rubrics Word limit (where applicable): Value:40% Individual or Group Task Examination(s) A mid semester exam will be scheduled for Week 8. preferably before or on the due date. 5 | T HE A U S T R A L I A N N A T I O N A L U N I V E R S I T Y . Identify your Assignment with your Student Number only When submitting your assignment please ensure that it contains your student number in the file name and on the first page.  include a copy of as much of the assignment as has been completed by the due time and date. Please do not put your name anywhere in your assignment. This exam will cover the first seven weeks of content from the semester.

Not using references is a conscious choice. Older editions of the textbook will not be suitable for this course. Examination material or equipment Details of the mid-semester exam will be made available on 6 | T HE A U S T R A L I A N N A T I O N A L U N I V E R S I T Y . 3rd Edition. rather than an extension of time. Any citation/reference style is fine as along as you’re consistent throughout the assignment. research. Real Choices.anu. in extenuating circumstances. Students are expected to own and use the textbook. Note that decisions about Special Consideration are not made by the teaching staff for this course. writing and assignment work. Please check that if you’re using EndNote. This will include 3 hours per week in class and at least 7 hours a week on average (including non-teaching weeks) on course reading. Prescribed Texts and Reference Materials Information about prescribed texts should match the information on the study@ site for the course. Marketing: Real People. supported by appropriate documentation.In general. Returning assignments Assessment will be returned via the Wattle LMS Resubmission of assignments No resubmission Referencing requirements Referencing is mandatory. a successful application for Special Consideration will result in the marking of the work completed at the due date with some upward adjustment of the arguments and supporting evidence from theory. that the EndNote citations behaved properly during the writing process. There are hundreds of articles available for download from the library databases on various aspects of marketing. citations. The written assessments are research based papers which requires the use of references. This is your incentive scheme. However. Theory is available in abundance. Workload Students taking this course are expected to commit at least 10 hours a week to completing the work. Use of theory will be rewarded with higher grades. Support for Students The University offers a number of support services for students. an extension may be granted. Information on these is available online from http://students. and wi ll be rewarded with a low grade.