Marketing G (6261.8)

Please note these are the 2023 details for this unit
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Marketing G
Available teaching periods Delivery mode Location
View teaching periods On-campus
 Ningbo, China
Bruce, Canberra
Shanghai, China
EFTSL Credit points Faculty
0.125 3 Faculty Of Business, Government & Law
Discipline Study level HECS Bands
Canberra Business School Graduate Level Band 4 2021 (Commenced After 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905)
Band 5 2021 (Commenced Before 1 Jan 2021)
The unit examines practices in marketing management in small, medium and large businesses and organisations in Australia and international contexts. You will analyse the marketing environment and evaluate marketing opportunities and select appropriate target markets. Based on this analysis you will develop a marketing plan for either a business, public sector or not for profit entity. You will actively interpret and evaluate marketing communication strategies in Australian and international contexts.

Learning outcomes

After successful completion of this unit, students will be able to:
1. Appraise domestic and international marketing environments and supply chains

2. Examine marketing strategies for specific market segments and recommend strategies suitable for a fast-changing global environment
3. Critically evaluate marketing strategies and their impact on stakeholders including ethical considerations
4. Develop and present a marketing plan for a business enterprise/charity/ public sector service / indigenous business


Graduate attributes

1. º¬Ðß²ÝÊÓƵ graduates are professional - employ up-to-date and relevant knowledge and skills
1. º¬Ðß²ÝÊÓƵ graduates are professional - communicate effectively
1. º¬Ðß²ÝÊÓƵ graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
1. º¬Ðß²ÝÊÓƵ graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
1. º¬Ðß²ÝÊÓƵ graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
1. º¬Ðß²ÝÊÓƵ graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
2. º¬Ðß²ÝÊÓƵ graduates are global citizens - think globally about issues in their profession
2. º¬Ðß²ÝÊÓƵ graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
2. º¬Ðß²ÝÊÓƵ graduates are global citizens - understand issues in their profession from the perspective of other cultures
2. º¬Ðß²ÝÊÓƵ graduates are global citizens - communicate effectively in diverse cultural and social settings
2. º¬Ðß²ÝÊÓƵ graduates are global citizens - make creative use of technology in their learning and professional lives
2. º¬Ðß²ÝÊÓƵ graduates are global citizens - behave ethically and sustainably in their professional and personal lives
3. º¬Ðß²ÝÊÓƵ graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development
3. º¬Ðß²ÝÊÓƵ graduates are lifelong learners - be self-aware
3. º¬Ðß²ÝÊÓƵ graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
3. º¬Ðß²ÝÊÓƵ graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development


Prerequisites

None.

Corequisites

None.

Incompatible units

6357 Introduction to Marketing and 11176 Marketing Fundamentals

Equivalent units

None.

Assumed knowledge

None.
Availability for enrolment in 2025 is subject to change and may not be confirmed until closer to the teaching start date.
Year Location Teaching period Teaching start date Delivery mode Unit convener
2024 Ningbo, China MBA Trimester 1 05 February 2024 On-campus Dr Abu Saleh
2024 Bruce, Canberra Semester 1 05 February 2024 On-campus Dr Abu Saleh
2024 Shanghai, China MBA Trimester 1 05 February 2024 On-campus Dr Abu Saleh
2024 Bruce, Canberra Semester 2 29 July 2024 On-campus Dr Abu Saleh
2025 Shanghai, China MBA Trimester 1 03 February 2025 On-campus Dr Abu Saleh
2025 Ningbo, China MBA Trimester 1 03 February 2025 On-campus Dr Abu Saleh
2025 Bruce, Canberra Semester 1 03 February 2025 On-campus Dr Johra Fatima
2025 Bruce, Canberra Semester 2 28 July 2025 On-campus Prof Raechel Johns
Not available

Required texts

Prescribed text: Philip Kotler, Gary Armstrong, Sridhar Balasubramanian; Principles of Marketing, Global Edition 2023, 19th edition; Published by Pearson. ISBN-13: 9781292449401.

Additional readings:

Journals

Van Esch, P., & Stewart Black, J. (2021). Artificial intelligence (AI): revolutionizing digital marketing. Australasian Marketing Journal, 29(3), 199-203.

Sharma, P., Davcik, N. S., & Pillai, K. G. (2016). Product innovation as a mediator in the impact of R&D expenditure and brand equity on marketing performance. Journal of Business Research, 69(12), 5662-5669.

He, H., & Harris, L. (2020). The impact of Covid-19 pandemic on corporate social responsibility and marketing philosophy. Journal of business research, 116, 176-182.

Bui, T. T. H., Jambulingam, M., Amin, M., & Hung, N. T. (2021). Impact of COVID-19 pandemic on franchise performance from franchisee perspectives: the role of entrepreneurial orientation, market orientation and franchisor support. Journal of Sustainable Finance & Investment, 1-19.

Chintalapati, S., & Pandey, S. K. (2022). Artificial intelligence in marketing: A systematic literature review. International Journal of Market Research, 64(1), 38-68.

O'cass, A., & Ngo, L. V. (2012). Creating superior customer value for B2B firms through supplier firm capabilities. Industrial Marketing Management, 41(1), 125-135.

Peres, R., Schreier, M., Schweidel, D., & Sorescu, A. (2023). On ChatGPT and beyond: How generative artificial intelligence may affect research, teaching, and practice. International Journal of Research in Marketing.

 Search articles from below Marketing journals

Journals

Journal of Marketing

Journal of Marketing Management

Journal of Marketing Planning and Intelligence

Journal of the Academy of Marketing Science

International Marketing Review

Journal of Business Research

Harvard Business Review

Sloan Management

Journal of Business Research Journal

Students must apply academic integrity in their learning and research activities at º¬Ðß²ÝÊÓƵ. This includes submitting authentic and original work for assessments and properly acknowledging any sources used.

Academic integrity involves the ethical, honest and responsible use, creation and sharing of information. It is critical to the quality of higher education. Our academic integrity values are honesty, trust, fairness, respect, responsibility and courage.

º¬Ðß²ÝÊÓƵ students have to complete the annually to learn about academic integrity and to understand the consequences of academic integrity breaches (or academic misconduct).

º¬Ðß²ÝÊÓƵ uses various strategies and systems, including detection software, to identify potential breaches of academic integrity. Suspected breaches may be investigated, and action can be taken when misconduct is found to have occurred.

Information is provided in the Academic Integrity Policy, Academic Integrity Procedure, and º¬Ðß²ÝÊÓƵ (Student Conduct) Rules 2023. For further advice, visit Study Skills.

Participation requirements

Students are encouraged to attend all classes where possible and participate actively in each session either F2F or virtually 

Required IT skills

Basic use of computer is a necessary skill – all assignments must be completed in a Word Processing software package.

Work placement, internships or practicums

N/A