Marketing

Marketing is a dynamic field of business study with practical real world applications and strong research tradition of developing new ideas into ways and means of improving business relationships with customers.  As a living discipline, marketing is about creating products, communicating ideas and delivering on promises between organisations and the marketplace in the commercial, non-profit, social, political and government marketing arenas.

The ANU is well-placed to accommodate student interest in marketing with 

• an international reputation for marketing, including staff with international reputations in their fields of consumer behaviour, social marketing, political marketing, marketing strategy and marketing communications
• cutting-edge research which underpins the teaching programs as lecturing staff teach to their research strengths
• has first-rate resources for both research and teaching
• maintains active interactions with Australian government departments, social marketing campaigns, political marketers and a range of industry associations, and universities world-wide

ANU students study aspects of international business in several ways:

• elective marketing semester courses in their undergraduate degree
• Marketing major, consisting of 6 semester courses
• honours program in the BComm degree
• Master of Commerce degree with an marketing specialisation
• Master of Business degree with an marketing specialisation
• Masters of Marketing degree over two years
• MPhil and PhD degrees by research

Coursework in the marketing discipline furthers the conceptual and social skills that graduates need, and their understanding of the complexity of the marketing discipline in the business to consumer environment.  Courses use a range of stimulating approaches to engage students, including: lectures, interactive tutorials, discussions, student presentations, case studies, individual and group projects, business strategy games.

Staff members in the discipline are committed to maintaining high standards of teaching quality, and to assisting students in achieving their goals through practical and positive learning experiences. 

Students and graduates may apply for membership of several professional associations, including:

• Australian Institute of Management
• Australian Marketing Institute

Staff members in the discipline have active research agendas. They regularly present outcomes of research at seminars, national and international conferences, and professional association meetings. Their research interests include:

• E-commerce, e-marketing and interactive marketing
• Political marketing
• Social marketing
• Advertising effectiveness
• Organisational change
• Marketing strategy
• Global marketing
• Consumer behaviour
• Branding for non-profit, political and government marketing

Staff members supervise research students in the honours, MPhil and PhD programs. Current students study a wide range of topics in areas like consumption of ethnic food marketing, supply chain decisions in retail, marketing leadership and entrepreneurship in regional revitalization schemes, service quality perception in the content of Islamic faith, political brand leadership, brand icons and communities of brands. Most research projects are set in the context of the Asia-Pacific region or countries in this region.  

For further information regarding the marketing discipline at ANU, please contact Prof Ujwal Kayande. Staff members are located in the School of Management, Marketing, and International Business

Useful Links

• Australia and New Zealand Academy of Marketing
• Australia and New Zealand Academy of Management
• American Marketing Association
• Chartered Institute of Marketing