PDF 418KB - Research School of Management

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
Office:
Room 1088
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
Office:
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.
MKTG2004
MARKETING
Summer School, 2015
OFFICIAL COURSE OUTLINE
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 Vinh Lu
Phone
6125 4905
Office
Room 1103 Copland Building 24
1 | THE AUSTRALIAN NATIONAL UNIVERSITY
Email
vinh.lu@anu.edu.au
Website
http://tinyurl.com/Vinh-Lu
Office hours for student
Wednesday 9-11am
consultation
Friday 9-11am
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
Mr James Williams
Tutor’s Room
j.williams@anu.edu.au
Mr Joshua Southwell
Tutor’s Room
joshua.southwell@anu.edu.au
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;
2 | THE AUSTRALIAN NATIONAL UNIVERSITY
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
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%
3-5pm, Friday
16 January
4. Mini Marketing Audit
Linked Learning
Outcomes
LO 1, 2, 6
LO 1, 2, 3, 4, 6, 7
4.1. Draft
10%
5pm, Sunday,
18th January
4.2. Final audit
30%
5pm, Friday 30
Jan
5. Final online quiz
35%
Wednesday 4th
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.
3 | THE AUSTRALIAN NATIONAL UNIVERSITY
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
4 | THE AUSTRALIAN NATIONAL UNIVERSITY
LECTURE SCHEDULE
Date and
Time
Summary of Activities
Readings
5 Jan
(1.30-4pm)
 Introduction to MKTG2004
Chapters 1,
2, & 3
 Marketing: Creating and delivering value
 Strategic planning and marketing environments
6 Jan
(1-3pm)
 Strategic planning and marketing environments
(continued)
 Marketing information and research
Chapters 3
&4
8 Jan
(1-3pm)
 Consumer behaviour
Chapter 5
13 Jan
(1-3pm)
 Target marketing strategies and CRM
Chapter 7
15 Jan
(1-4pm)
 Creating and managing products
16 Jan
(3-5pm)
MID-TERM ONLINE QUIZ ON WATTLE (All topics up to and
including the session on 15 January on products and services
marketing)
18 Jan
(7.30-10pm)
Optional field trip for a soccer match (China vs. North Korea, at GIO
Stadium Canberra). Registration by 5pm, 12 Jan on Wattle
19 Jan
(1-3pm)
 B2B markets (Guest speaker: Mr Adnan Yusuf)
Chapter 6
 Pricing the product
Chapter 10
21 Jan
(1-3pm)
 Marketing communications
Chapters 11,
12 & 13
23 Jan
(1-3pm)
 Distribution and logistics
Chapter 14
28 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.
4 Feb
(9am-12pm)
ONLINE QUIZ (All topics)
 Special guest speaker: Ms Adelina LaVita
(Floriade Festival)
 Services marketing
5 | THE AUSTRALIAN NATIONAL UNIVERSITY
Chapters 8
&9
TUTORIAL SCHEDULE
Date
6 Jan
Class Discussion
Introductions. Group allocations for case discussions
Case Discussion: Students outsource essay writing to MyMaster
services
8 Jan
Student case presentation and discussion: Recommended case on
Wattle (Alibaba’s record sales on singles’ day)
Mini Marketing Audit: SWOT and PEST analysis
13 Jan
Student case presentation and discussion
Mini Marketing Audit: Customers and Competitors
19 Jan
Student case presentation and discussion
Mini Marketing Audit: SMART Objectives
21 Jan
Student case presentation and discussion
Mini Marketing Audit: Product and pricing
23 Jan
Student case presentation and discussion
Mini Marketing Audit: Distribution and promotion
28 Jan
Student case presentation and discussion
Mini Marketing Audit: Last minute questions
6 | THE AUSTRALIAN NATIONAL UNIVERSITY
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 (6 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 2013-2015 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).
7 | THE AUSTRALIAN NATIONAL UNIVERSITY

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
Friday 16 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 16 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.
A sample quiz will be made available online before the actual Quiz
date.
Purpose
To demonstrate your understanding of marketing theories and
concepts from material covered within the course.
8 | THE AUSTRALIAN NATIONAL UNIVERSITY
Assessment Task 4: Mini Marketing Audit (Individual or Team of 2 students)
Due Date
5pm, Sunday 18th Jan 2015 (Draft)
5pm, Friday 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 pair. You will develop a mini marketing audit for either:


Floriade Festival (http://www.floriadeaustralia.com/); or
AFC Asian Cup Australia 2015
(http://www.afcasiancup.com/home/en/)
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.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Introduction
Background information
SWOT analysis
PEST analysis
Customers
Competitors
SMART objectives
Marketing mix strategy
Conclusion
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.
9 | THE AUSTRALIAN NATIONAL UNIVERSITY
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 Full guidelines for this assignment are on Wattle.
and
Assignments are to be word-processed. The use of strict, professional
Presentation
expression is expected. The Harvard referencing style is to be used.
Details
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 4th 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:
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

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.
Any academic misconduct will be assumed to be intentional, and dealt with at the
maximum level of the university penalties.

Don’t cheat, and this won’t be an issue for you.

Learn the rules and abide by them.
Plagiarism will result in a grade of zero for the assessment item.

Do not ask for mercy, because there will be none.

If you have deliberately copied and pasted material, or deliberately retyped
material from a third party source, then you have made a deliberate choice,
and you deserve the reward that comes with that choice.
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.
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
Examination material or equipment
This course has no written exam.
Tutorial signup
Tutorials take place immediately after each lecture session. Tutorial registration for
this course will be open via the Wattle course site at 4.30pm on Monday 5 January.
There will be 7 tutorial options as following:
 3-4pm (4 tutorials)
 4-5pm (3 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
 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/
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