MARKETNG 4103 - Advanced Theory in Marketing (H)

North Terrace Campus - Semester 1 - 2019

This course is designed to fulfil the following student learning objectives: -Gain an indepth understanding of the main theoretical and research perspectives that have contributed to the knowledge of marketing. - Investigate some of the important debates to which theorising about these different issues has given rise. -Explore the implications of these debates for both marketing research and marketing practice. -Become familiar with academic publications in marketing. -Develop an ability to critically analyse and evaluate such publications. - Improve oral and written communication skills. Generally the course aims to give students a greater familiarity with methodologies used in marketing research as well as the ability to assess the validity of findings described in the current or recent marketing literature. Topics will arise throughout the course from theoretical and research perspectives that have influenced (and continue to influence) scholarly thinking about issues of central importance to the actual practice of marketing. This is essentially a readings-based course in which students will critically review scholarly research articles each week in advance. Participation marks will be awarded for demonstration of effective reading and understanding the arguments presented.

  • General Course Information
    Course Details
    Course Code MARKETNG 4103
    Course Advanced Theory in Marketing (H)
    Coordinating Unit Adelaide Business School
    Term Semester 1
    Level Undergraduate
    Location/s North Terrace Campus
    Units 3
    Contact Up to 36 hours
    Available for Study Abroad and Exchange N
    Assessment Exam/assignments/tests/tutorial work as prescribed at first lecture
    Course Staff

    Course Coordinator: Dr Peter Sandiford

    Course Coordinator: Dr Peter Sandiford

    Location: Nexus Tower – Room 10.28, 10 Pulteney Street

    Telephone: 8313 2017


    Course Coordinator: Dr Dean Wilkie

    Location: Nexus Tower – Room 10.13

    Telephone: 8313 7112

    Course Timetable

    The full timetable of all activities for this course can be accessed from Course Planner.

  • Learning Outcomes
    Course Learning Outcomes

    By the end of this course, students should be able to:

    Develop and express critical insights into business literature and research methodologies (LO 1)

    Reflect on and defend personal opinions within a scholarly group discussion (LO 2)

    Review (identify, evaluate and synthesise) relevant business literature (LO3)

    Prepare a conceptual manuscript suitable for presentation at a scholarly conference (LO 4).

    Present anddefend a scholarly perspective to an academic audience (LO 5)
    University Graduate Attributes

    This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:

    University Graduate Attribute Course Learning Outcome(s)
    Deep discipline knowledge
    • informed and infused by cutting edge research, scaffolded throughout their program of studies
    • acquired from personal interaction with research active educators, from year 1
    • accredited or validated against national or international standards (for relevant programs)
    Critical thinking and problem solving
    • steeped in research methods and rigor
    • based on empirical evidence and the scientific approach to knowledge development
    • demonstrated through appropriate and relevant assessment
    LO1; 2; 3
    Teamwork and communication skills
    • developed from, with, and via the SGDE
    • honed through assessment and practice throughout the program of studies
    • encouraged and valued in all aspects of learning
    LO2; 4; 5
    Career and leadership readiness
    • technology savvy
    • professional and, where relevant, fully accredited
    • forward thinking and well informed
    • tested and validated by work based experiences
    Self-awareness and emotional intelligence
    • a capacity for self-reflection and a willingness to engage in self-appraisal
    • open to objective and constructive feedback from supervisors and peers
    • able to negotiate difficult social situations, defuse conflict and engage positively in purposeful debate
    LO1; 2
  • Learning Resources
    Required Resources
    This course is based around reading, critique and synthesis of scholarly publications. The required readings for this course will be specified by the weekly presenters in advance.
    Online Learning
    The course myuni website will be used for sharing key information and all written assessment must be submitted on myuni.
  • Learning & Teaching Activities
    Learning & Teaching Modes

    This course is delivered in face-to-face seminar form, typically 2 hours long. Students are expected to read specified journal articles and contribute to the discussion in the seminar.

    Students are assessed on their preparation and contribution (see Assessment).



    The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

    The University expects full-time students (i.e. those taking 12 units per semester) to devote a total of 48 hours per week to their studies. This means that you are expected to commit approximately 9 hours of private study outside of your regular classes. Students in this course are expected to attend all seminars throughout the semester.

    Learning Activities Summary
    Advanced Theory in Marketing is essentially a readings and discussion based course. As indicated in the Course Program, for each session in the course, the presenting lecturer has provided a list of recommended readings. Students should come along to each session prepared to summarise, and comment on their understanding of, what they have read for the session.
    The detailed schedule will be provided by the course coordinators.

  • Assessment

    The University's policy on Assessment for Coursework Programs is based on the following four principles:

    1. Assessment must encourage and reinforce learning.
    2. Assessment must enable robust and fair judgements about student performance.
    3. Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
    4. Assessment must maintain academic standards.

    Assessment Summary
    Assessment                    Due Date and time                  Weighting                 Learning Outcomes

    Class Participation           All seminars                             10%                        LO 1, LO 2

    Written Assignment         Mon 27th May 5:00pm            60%                        LO 1, LO 4, LO 5, LO 6

    Seminar Presentation      TBA                                         30%                        LO 1, LO 2, LO 3, LO 4

    Assessment Related Requirements
    Students who fail to attend a seminar will be awarded a Zero (0) discussion mark for that seminar, apart from some cases of exceptional circumstances. Students who are absent from more than 5 seminars will have their final result withheld until a decision is made by the Program Director.

    Assessment Detail
    Class Participation

    A mark for participation will be awarded based on the student’s contribution to the class discussions, along with evidence of preparation for these discussions. The aim is for the students to be able to distinguish between useful and less-useful articles for the purpose of building knowledge and understanding of a particular topic. The final seminar discussion mark will be determined at the end of the course, through a process of consultation with all course presenters, who will record the level of contribution from each student using the form in Appendix A.

    Students are advised to answer the following questions prior to class. This will enable them to make more insightful contributions to the discussion:

    ·    What are the main arguments put forward in the article?

    ·    On which assumptions are these arguments based?

    ·     What are the epistemological foundations (paradigm) of the article?

    ·     What is the article’s contribution to knowledge in its field of literature?

    ·      How do you assess the quality of the article’s theoretical framework?

    ·      How do you assess the quality of evidence provided for the article’s main arguments? (strengths & weaknesses of the           methodology)?

    ·     How do you assess the practical implications of the article? Would it help anyone make a business decision?

    ·     What are the overall strengths of the article? Why?

    ·     What don’t you like about the article? What can be done to improve its quality?

    ·     Is this one of the best/worst articles you have read? What score out of 10?

    Conference Paper

    By the end of May, students undertaking this course are expected to have selected one research topic that they will pursue for their dissertation. For this assignment, students write and submit a paper to an appropriate track of any of the three following conferences: the Australia and New Zealand Marketing Academy (ANZMAC), the Australia and New Zealand Management Academy (ANZAM) and the European International Business Academy (EIBA). This assignment will be double-assessed by the student’s
    supervisor and another course presenter. The final mark will normally be based on the average of the two marks. If there is a significant difference in these marks (ie a difference greater than 10%), the course coordinator will arrange for moderation of the mark, normally inviting an additional member of the school to assess the paper.

    The paper will be purely conceptual (as you will not have collected any empirical data of your own by this stage). For example, students may choose to write a mini critique/ literature review on the knowledge obtained from articles on their own research topic to date, highlighting limitations or gaps leading to an outline of opportunities for future research. Each paper must introduce and critically evaluate at least one recognized theory, demonstrating its relevance to their discipline AND planned research. Conceptual papers can have various approaches, though it is likely that (if planning a quantitative project) you will at least begin to consider possible propositions or hypotheses for testing. Alternatively (if planning a qualitative project), papers are likely to explore the possible implications for either research or practice of the theory(ies) that are reviewed; this might, for example, seek to apply a theory from a different disciplinary tradition or suggest questions that the theory raises that could help better understand a business context. Candidates should draw on their experience with the lecturer facilitated sessions when selecting, evaluating and questioning theory(ies) in their papers

    Students can use headings and subheadings to assist the structure and flow of the arguments. The students should provide their own critical review and insights on what they have learned from these papers, by commenting on the nature of literature as well as research methodologies undertaken.   The maximum length of the manuscript is 10 page single-spacing, excluding references. In addition, the paper must adhere to the referencing style of the conference.

    The paper will be assessed against the criteria specified by the conference requirements (these will be discussed during the course). Because of this, it is not possible to provide a detailed set of criteria or a marking rubrick (this is the case in a number of Honours level courses – indeed it is inevitable when evaluating scholarly research, given different disciplinary and philosophical norms and requirements.

    Chair and Presentation

    Towards the end of the semester each student will prepare and deliver a short presentation, supporting their written paper (above). The presentations will, accordingly, introduce, explain and defend the main conceptual contribution of their paper. This presentation will follow the normal requirements of the conference specified (eg ANZAM) and will be strictly time constrained, with time for questions from other attendees.

    Please note, the presentation does not require methodological discussion – it should focus on a theoretical and conceptual framework for research. Candidates also enrolled on Research Methodology should consider this as complementing the research proposal, not duplicating it.

    Candidates will be assessed on:
    - Content (relevance and application of theories)
    - Answers to questions (how well questions were addressed)
    - Communication (clarity of explanation, argument, visual aids etc)

    Please submit written assignments on the MyUni website

    Assignment Guidelines for Referencing

    Referencing is critical to any assignment or report. Correct referencing is important because it identifies the source of the ideas and arguments that you present and helps to avoid the problem of plagiarism. the paper must adhere to the referencing style of the conference.

    Return of Assignments and Feedback

    Assignments will be returned to students within 4 weeks of the due date with written feedback. Students must not submit work for an assignment that has previously been submitted for this course or any other course without prior approval from the Course-Coordinator.

    Late Assignment Submission

    Students are expected to submit their work by the due date to maintain a fair and equitable system. A late assignment will be penalised by a 5 mark reduction for each day that it is late.
    Course Grading

    Grades for your performance in this course will be awarded in accordance with the following scheme:

    M11 (Honours Mark Scheme)
    GradeGrade reflects following criteria for allocation of gradeReported on Official Transcript
    Fail A mark between 1-49 F
    Third Class A mark between 50-59 3
    Second Class Div B A mark between 60-69 2B
    Second Class Div A A mark between 70-79 2A
    First Class A mark between 80-100 1
    Result Pending An interim result RP
    Continuing Continuing CN

    Further details of the grades/results can be obtained from Examinations.

    Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.

    Final results for this course will be made available through Access Adelaide.

  • Student Feedback

    The University places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.

    SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy ( course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.

  • Student Support
  • Policies & Guidelines
  • Fraud Awareness

    Students are reminded that in order to maintain the academic integrity of all programs and courses, the university has a zero-tolerance approach to students offering money or significant value goods or services to any staff member who is involved in their teaching or assessment. Students offering lecturers or tutors or professional staff anything more than a small token of appreciation is totally unacceptable, in any circumstances. Staff members are obliged to report all such incidents to their supervisor/manager, who will refer them for action under the university's student’s disciplinary procedures.

The University of Adelaide is committed to regular reviews of the courses and programs it offers to students. The University of Adelaide therefore reserves the right to discontinue or vary programs and courses without notice. Please read the important information contained in the disclaimer.