1 | T H E 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

Research School of Management The Australian National University ACT 0200 Tel: 02 6125 6737, 02 6125 9839 Fax: 02 6125 8796 Email: rsm.enquiries@anu.edu.au

Student Room 1088 Office: Level 1 LF Crisp Building

ANU Campus Map (map GH32) http://tinyurl.com/9n8xgd8

College of Business and Economics The Australian National University ACT 0200 Tel: 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 Student Level 2 Office: 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.

MKTG2004

MARKETING Summer School, 2015 DRAFT

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.

Mode of Delivery On campus

Prerequisites At least 24 units of prior study

Incompatible Courses None

Course Convenor Dr Andrew Hughes

2 | T H E 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

Phone 6125 4872

Office Room 2.21, new CBE Building

Email andrew.hughes@anu.edu.au

Website https://goo.gl/7tUAHV

Office hours for student

consultation

All consultation is by prior appointment only. Details

will be posted on Wattle.

Research Interests Customer service delivery, entrepreneurship

intentions, inter-organisational relationships

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

Phone: 6125 6737 or 6125 9839

Email Enquiries.rsm@anu.edu.au

Tutors Mr Alexander Tietge

Tutor’s Room

alexander.tietge@anu.edu.au

Ms Caitlin Hall-West

Tutor’s Room

http://programsandcourses.anu.edu.au

COURSE OVERVIEW Learning Outcomes

Upon successful completion of the requirements for this course, students will be able 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;

3 | T H E 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

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;

7. Communicate effectively, individually and in teams, in oral presentation and written forms using the concepts and terminology of the marketing discipline.

Assessment (Summary):

Assessment Task* Value Due Date Linked Learning Outcomes

1. Tutorial participation Hurdle As assigned LO 5, 6, 7

2. Presentation 10% As assigned LO 1, 5, 6, 7

3. Mid-term quiz

15% Monday, 3-5pm 18th January

LO 1, 2, 6

4. Mini Marketing Audit

4.1. Draft

4.2. Final audit

10%

30%

5pm, Sunday, 17th January

9am, Saturday 30th Jan

LO 1, 2, 3, 4, 6, 7

5. Final online quiz

35% Wednesday 3rd February

LO 1, 2, 6

* Note: To pass the course, a student must attend a minimum of 5 (out of 7 tutorials)

With the exception of tutorial participation, all other assessment items are voluntary. That is, if a student chooses not to complete any of the assessment components (items 2, 3, 4.1, 4.2, and 5), the student will receive a zero (0) for that particular component.

Research-Led Teaching This course will use the findings and analysis from recent journal articles, case studies, and news articles on marketing. Where possible, students will be asked to critically analyse and understand the relationship between theory and practice in this area, and how this relationship influences the use and development of theory in practical modern strategic marketing.

4 | T H E 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

Feedback Staff Feedback Students will be given feedback in the following forms in this course:

1. Verbal and written feedback on student discussion in tutorials

2. Written online feedback for the mini marketing plan (draft and final submissions)

3. Verbal feedback to the whole class during the lectures and in tutorials

Student Feedback ANU is committed to the demonstration of educational excellence and regularly seeks feedback from students. One of the key formal ways students have to provide feedback is through Student Experience of Learning Support (SELS) surveys. 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.

For more information on student surveys at ANU and reports on the feedback provided on ANU courses, go to:

http://unistats.anu.edu.au/surveys/selt/students/ and http://unistats.anu.edu.au/surveys/selt/results/learning/

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. You can find the University’s education policies and an explanatory glossary at: http://policies.anu.edu.au/ Students are expected to have read the Code of Practice for Student Academic Integrity before the commencement of their course. Key policies include:

Student Assessment (Coursework)

Student Surveys and Evaluations

Assessment of Student Learning

5 | T H E 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

LECTURE SCHEDULE

Date and Time

Summary of Activities Readings

4th Jan (1.30-4pm)

Introduction to MKTG2004

Marketing: Creating and delivering value

Strategic planning and marketing environments

Chapters 1, 2, & 3

5th Jan (1-3pm)

Strategic planning and marketing environments (continued)

Marketing information and research

Chapters 3 & 4

7th Jan (1-3pm)

Consumer behaviour Chapter 5

12th Jan (1-3pm)

Target marketing strategies and CRM Chapter 7

14th Jan (1-3pm)

Creating and managing products

Services marketing

Chapters 8 & 9

18th Jan (3-5pm)

MID-TERM ONLINE QUIZ ON WATTLE (All topics up to and including the session on products and services marketing)

20th Jan (1-3pm)

Pricing the product

Distribution and logistics

Chapter 10

Chapter 14

22nd & 27th Jan (1-3pm)

Marketing communications Chapters 11, 12 & 13

29th Jan (1-3pm)

Special one-on-one consultation and feedback sessions for the Marketing Audit assignment. Simply bring your work to the lecture theatre. No appointment needed.

3rd Feb (9am-12pm)

ONLINE QUIZ (All topics)

TUTORIAL SCHEDULE

Date Class Discussion

5th Jan

Introductions. Group allocations for case discussions

6 | T H E 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

Case Discussion: Students outsource essay writing to MyMaster services

7th Jan

Student case presentation and discussion: Recommended case on Wattle

Mini Marketing Audit: SWOT and PEST analysis

12th Jan

Student case presentation and discussion

Mini Marketing Audit: Customers and Competitors

14th Jan

Student case presentation and discussion

Mini Marketing Audit: SMART Objectives

20th Jan

Student case presentation and discussion

Mini Marketing Audit: Product and pricing

22nd Jan

Student case presentation and discussion

Mini Marketing Audit: Distribution and promotion

27th Jan

Student case presentation and discussion

Mini Marketing Audit: Last minute questions

7 | T H E 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 REQUIREMENTS

Assessment Tasks

Assessment Task 1: Participation (Individual)

Weighting This is a hurdle requirement. To pass the course, each student must attend at least 5 out of 7 tutorials.

Instructions It is essential to your learning – and the learning of others in the class – that you are fully involved in the course. This means that you need to:

a) Attend class – though much learning will be done outside the classroom, class time is a valuable, scarce resource. You are expected to arrive ready to begin class on time; to not leave until class is over; and to attend all classes. If for any special reason you are unable to meet these requirements, please talk to the course convenor about it.

b) Come prepared – it will be assumed that you have completed any assigned readings and prepared for the discussion questions prior to class.

c) Actively participate in the learning – we owe it to ourselves and our colleagues to participate as fully as possible in the class sessions.

Purpose To review, apply, and discuss relevant concepts in practical marketing scenarios

Assessment Task 2: Group Presentation/Discussion of Mini Article

Due Date In tutorials as allocated

Weighting 10%

This is an optional assignment. If a student doesn’t complete this presentation, (s)he will get zero for this component.

Instructions In Tutorial 1 (5th Jan) you will be allocated into groups (max 4 students) to deliver a presentation in a tutorial commencing on 8 Jan. Students will form into groups of 3-4 by placing their names on presentation sign-up sheet. It is the responsibility of each student to join a group, thus if you join the tutorial group after the first tutorial you must approach your tutor to have your name added to a group. The theme of the presentation will be marketing issues highlighted in an online article found by the presenters. The tasks of the presenting team include:

Before the tutorial: o Search for an interesting news article (1 page max) from online

resources about a product, service, or organisation. The article must have been published in 2014-2016 and it should include relevant information about some marketing topics and concepts covered in the preceding lecture or the lecture of the day (see Lecture schedule).

8 | T H E 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

During the tutorial [5 minutes reading article + 15 minutes presentation (plus some general class discussion) + 10 minutes Q&A] o Disseminate hard copies of the articles to members of the class o Allow fellow students and tutor 5 minutes to read through the

article o Present (in team), using PowerPoint slides, the main content of

the article. Extra information (in addition to the data provided in the article) is encouraged

o Analyse 2 marketing issues raised by the article by applying relevant marketing concepts

o Provide key lessons learnt from the article o Respond to questions from tutor and audience.

Purpose To demonstrate your ability to present/discuss and effectively analyse issues related to the case. A key purpose is also to demonstrate your ability to engage and involve an audience.

Marking Criteria

Marking criteria are on Wattle.

Assessment Task 3: Mid-Term Quiz (Individual)

Date Monday 18th Jan, 3-5pm (Canberra time)

Weighting 15%

This is an optional assignment. If a student doesn’t complete this quiz, (s)he will get zero for this component.

Instructions Students will complete a 30-minute online quiz on Wattle. This quiz includes 25 random multiple choice questions drawn from a test bank.

The quiz will be made available between 3-5pm (Canberra time) on Friday 22nd Jan on Wattle. Students can take the quiz at their own time, at home or on a computer lab on campus.

Students are recommended to commence the quiz at 4.30pm the latest.

It is the responsibility of the students to complete the quiz on time.

Purpose To demonstrate your understanding of marketing theories and concepts from material covered within the course.

9 | T H E 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 Task 4: Mini Marketing Audit (Individual or Team of 2 students)

Due Date 5pm, Sunday 17th Jan 2015 (Draft)

9am, Saturday 30th Jan 2015 (Final Audit)

Weighting 40%, including:

10% for the Draft (Background information, SWOT analysis, PEST analysis, and Customers)

30% for the Final Audit (including all sections)

Submissions of the Draft and the Final Audit are optional. If a student doesn’t complete any component of this assignment, (s)he will get zero for that component.

Word limit Draft: 1,100 words ± 10%, plus reference list/bibliography

Final audit: 3,000 words ± 10%, plus reference list/bibliography

Instructions You can undertake this assignment as an individual assignment, or in pairs. You will develop a mini marketing audit for either:

Tom Roberts exhibition at the National Gallery of Australia, http://nga.gov.au/Roberts/

Enlighten Canberra, http://enlightencanberra.com.au/

This is not a ‘night before’ type of assignment and it does take a substantial amount of time for you to complete. Hence, please make sure that you spend sufficient time on researching and preparing for the assignment.

The key elements of the marketing audit include:

1. Introduction 2. Background information 3. SWOT analysis 4. PEST analysis 5. Customers 6. Competitors 7. SMART objectives 8. Marketing mix strategy 9. Conclusion 10. References

Whenever appropriate, you are expected to analyse the effectiveness of and provide recommendations on how and why the current strategies (positioning and marketing mix variables) can be improved.

Purpose The aim of this assignment is three-fold. It is designed to:

Develop your ability to critically analyse a product/service from a marketing perspective

Develop your skills in writing reports in a style and format that is appropriate in a work and business environment

Encourage you to go beyond mere analysis to develop recommendations that illustrate your understanding of the issues as well as the ability to creatively and constructively develop innovative alternatives.

10 | T H E 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

Marking Criteria

Further guidelines and marking criteria are on Wattle. For every 100 words above the word limit, you will be deducted 5 marks (out of 100).

Submission and Presentation Details

Full guidelines for this assignment are on Wattle.

Assignments are to be word-processed. The use of strict, professional expression is expected. The Harvard referencing style is to be used. Links to documentation on proper referencing methods are available on the course website or from the ANU Library website: http://anulib.anu.edu.au/lib_home.html.

Assignments are to be submitted on Wattle (either in Word or PDF). No coversheet is required. All students are required to keep a copy of assignments. The final report will be returned approximately 2 weeks after submission.

Assessment Task 5: Online Quiz (Individual)

Date Wednesday 3rd February, 9am-12pm (Canberra time)

Quiz can be completed earlier by request.

Weighting 35%

This is an optional assignment. If a student doesn’t complete this quiz, (s)he will get zero for this component.

Instructions Students will complete a one-hour online quiz on Wattle. This quiz includes 60 random multiple choice questions drawn from a test bank.

The quiz will be made available between 9am and 12pm (Canberra time) on Wednesday 4th February on Wattle. Students can take the quiz at their own time, at home or on a computer lab on campus.

Students are recommended to commence the quiz at 11am the latest. It is the responsibility of the students to complete the quiz on time.

Purpose To demonstrate your understanding of marketing theories and concepts from material covered within the course.

Turnitin 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. While the use of Turnitin will not be mandatory, the ANU highly recommends Turnitin is used by both teaching staff and students. For additional information regarding Turnitin please visit the ANU Online website (http://online.anu.edu.au/turnitin) Extensions and penalties If an assignment is submitted after the due date it will not be marked unless an application for Special Consideration is approved. An application for Special Consideration must:

11 | T H E 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

where relevant include a medical report completed by a medical practitioner (an ordinary "medical certificate" is not sufficient);

include a copy of as much of the assignment as has been completed by the due time and date; and

be submitted as soon as practicable, preferably before or on the due date.

In general, 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 mark, rather than an extension of time. However, in extenuating circumstances, supported by appropriate documentation, an extension may be granted. Note that decisions about Special Consideration are not made by the teaching staff for this course.

For any other late assignments without any application for Special Consideration, the following penalties apply:

Five per cent of the possible marks available for the assessment task per working day or part thereof. This is an ANU-wide policy (see https://policies.anu.edu.au/ppl/document/ANUP_004604)

The late penalty applies immediately. Yes, immediately. If Wattle flags it as late, then you’re taking the penalty.

After 10 days, the assessment is worth 0.

Returning assignments The assignments will be returned online through Wattle.

Resubmission of assignments Re-submission of assignments is not permitted in this course.

Referencing requirements

The Harvard or Footnote referencing style is to be used. Links to documentation on proper referencing methods are available on the course website or from the ANU Library website: http://anulib.anu.edu.au/lib_home.html.

Examination material or equipment This course has no written exam.

Tutorial signup Tutorials take place immediately after the first lecture session. Tutorial registration for this course will be open via the Wattle course site at 4.30pm on Monday 4th January. There will be 5 tutorial options as following:

3-4pm (3 tutorials)

4-5pm (2 tutorials)

Workloads Students taking this course are expected to commit at least 12-15 hours a week to completing the work. This will include:

4 to 6 hours of lectures

12 | T H E 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

2 to 3 hours of tutorials

1 hour on Wattle

5 hours per week including reading, research, writing and assignment

preparation

Prescribed Texts and Reference Materials

Solomon, Michael, Hughes, Andrew, Chitty, Bill, Marshall, Greg, Stuart, Elnora, 2013, Marketing: Real People, Real Choices, 3rd ed., Pearson Education, Sydney, Australia.

E-book link: http://www.pearson.com.au/9781442561526

Support for Students The University offers a number of support services for students. Information on these is available online from http://students.anu.edu.au/studentlife/ Finalisation of Marks and Grades After marking is concluded, the lecturer will submit a report to the Committee of Examiners for the course recommending final marks and letter grades for each student. The Committee comprises, at a minimum, the Director of the Research School of Management, the lecturer, and at least one second examiner. The lecturer’s recommendations are based on the points accumulated by each student and judgments about individual student performance, guided by the ANU Policy on Coursework Assessment: https://policies.anu.edu.au/ppl/document/ANUP_004603 The Director of the Research School of Management then forwards the marks and grades to the Executive of the College of Business and Economics for final approval.

Support for Students The University offers a number of support services for students. Information on these is available online from http://students.anu.edu.au/studentlife/

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. You can find the University’s education policies and an explanatory glossary at: https://policies.anu.edu.au/ppl/index.htm . Policy information on examinations and assessments can be found on the College of Business and Economics website at: http://cbe.anu.edu.au/students/student-information/examinations-assessment/ Students are expected to have read the Code of Practice for Student Academic Integrity before the commencement of their course. Key policies include:

Student Assessment (Coursework)

Student Surveys and Evaluations