Marco Polo Report

Australian National University Canberra, Australia

Janine Voerman – s1693379
International Business & Management (bachelor IB&M)

A. GENERAL REPORT

Host institution and study period

I have been studying for one semester at the Australian National University (ANU) in
Canberra, Australia from the 20th of July 2009 till the 20th of November 2009.

Contact with home faculty, preparation and journey

During my stay at the ANU, I rarely had any contact with the faculty of Economics and
Business or with the Rijksuniversity of Groningen. However, because I changed some of my
courses for which a consequently needed a new ‘learning agreement’ from mister Ritsema
which I arranged by email. Except from those mails I did not have any contact with the RUG
or their international office.

In order to get the opportunity to study for one semester to the Australian National University
a lot of things needs to be arranged. First of all you need application forms during the
selection procedure in order to receive a place at the ANU. However, after this selection
process also flight ticket, visa, accommodation, insurance and grants need to be arranged in
order to make your stay as comfortable as possible.

Application forms
During the selection procedures all the application forms (for example: letter of
recommendation, propadeutical certificate GPA, language tests (RUG language center, IELTS
or Toefl) and a motivation letter had to be handed in before the deadline at the first of
February 2009. For the language test, I choose to do the Toefl test (approximately 150 euro)
because this test will stay valid for the next two years (which can be useful if you are thinking
about going abroad again) and because this test is accepted by all universities around the
world. However, make sure that you take this language test in time because it will take some
time (at least a few weeks) before you will receive the results which you will need in order to
apply for a place at the ANU.

Ticket
You also need to arrange a (return) flight ticket. Most companies offer flexible return tickets
which offer you the possibility to change your departure time/date/airport for only a small fee
and as many times as desired. Besides, it can be useful to think about the possibility to
departure from another city than Canberra (for example Sydney or Melbourne) if you are
going to travel after your study period. This because you probably will not return back to
Canberra and therefore it will save you some time and money.

Visa
Thirdly, you can apply for a visa after you received your acceptation as a student at the ANU.
You can do this at www.immi.gov.au. In a few days you will receive your visa number which

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will automatically be linked to your passport. However, make sure that you always have a
printed copy of the e-mail in which you received the visa with you. This because sometimes it
is required to show this paper form (even while it is already linked to your passport) during
the checking in process as well. This is for example the case if you want to enter of leave New
Zealand.

Accommodation
At www.accom.anu.edu.au you can apply for a place on the campus of the ANU. Make sure
you apply in time because living at campus is a great experience which you definitively do
not want to miss!

Insurance
As an exchange student of the ANU you will automatically need a OHSC insurance. The
ANU will arrange this for you at a cost of approximately 190 dollars for six months.
However, take into account that this insurance is especially for small things (e.g. doctor
appointment, optometrist etc) therefore you also need to have a worldwide coverage from
your Dutch insurance company. You can arrange this for example with the ANWB ‘young
global traveler’ insurance policy (http://www.anwb.nl/verzekeringen/reis-en-
annulering/doorlopende-reis,/bijzondere-reisverzekeringen.html).

Grants
I applied to the Marco Polo Fund as well as to the Groninger Universiteitsfonds (GUF). Also
for this make sure you apply in time because – in case of the GUF – only a limited amount of
grants are available.

Residence abroad
Arrival and departure dates
At the 12th of July I flew together with the other exchange student from the RUG from
Frankfurt – via Singapore and Sydney – to Canberra. However, because of some problems
with our airplane in Singapore – which caused us one hour delay – unfortunately we missed
our flight in Sydney to Canberra. Happily we could take the following plane and therefore we
landed 23 hours after our departure in Frankfurt in Canberra at the 14th of July (9 hours time
difference compared with the Netherlands). Once at Canberra airport we were picked up by
some ANU students who brought us to our accommodation at the ANU campus, namely
Burton and Garran Hall.

Accommodation
However, many backpackers skip the capital of Australian because of its relatively boring
image compared to cities as Sydney and Melbourne, it is certainly worth studying here!
I choose to live on the ANU campus which covers almost 30 per cent of the whole city. All
university buildings as well as many residence colleges and halls are located at this campus
which makes it a great place to live. I choose to live in Burton & Garran Hall (B&G), which is
the largest hall of residence with more than 500 students and were you can cook your own
meals (self-catered) in the large common kitchen. One thing that I found really surprising is
that even while it is a quite big hall everyone knows everyone – even the people at the
reception know your name! - and therefore it quickly feels like home.

Burton & Garran Hall contains one big Central Block surrounded by four additional blocks
(Building A, B, C and D) where the students live. The very big kitchen – where you will

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spend most of your time – is located in Central Block, as well as a lounge bar, private bar
(which you can hire for private parties), a game room (inclusive pool table and a table tennis
table), function rooms, study rooms, computer labs, a library, students’ inbox and the
reception. The other blocks contain of small rooms divided over four floors with on each level
separated male and female bathrooms. Besides every floor has its own senior residence,
vacuum cleaner, laundry room, common room (inclusive television and sofa) and a room
where you can store your suitcase.

During the semester Burton & Garran Hall organizes/provides a lot of activities for their
residence. Examples of this are weekly supermarket trips (so that you do not have to walk
your way home with all your heavy groceries), several sport teams (offer depends on in which
semester you are staying at B&G) as well as interhall sport events, big parties and special
hall/block/floor activities. Besides, the several teams and committees of representatives,
mentors and senior residents will help you at any time in order to get to know your way
around, both social and at the university. Moreover, at the start of every semester there is a
big introduction week which contains many welcome parties, free barbecues and other
activities in order to make sure that the new residence feel at home.

Reception and introduction

The reception of Burton & Garran Hall is located in Central Block. Opening hours are from
Monday till Friday from 9.30 am till 5 pm. There are very friendly people working at the
reception who are really willing to help you with everything you need or want to know!
Besides, you can pick up your mail, buy your entrée tickets for certain parties, buy your
internet cable, upgrade your internet and phone credit (also possible by internet) and ask for
help at the reception.

During the first week of each semester Burton and Garran Hall organizes an introduction
week for the new residence. In this week you will get to know the other new residence as well
as the older ones during many barbecues, parties and other activities. Moreover, also the ANU
itself organizes an introduction week for new students of the ANU. Besides some parties and
activities it is also possible to collect your student card (which is also your B&G/room key)
and to get your way around the campus and the rest of Canberra in this week. Even when you
arrive late because of some differences between the time schedules of semesters in Australia
and in the Netherlands, there are still enough possibilities to participate in all the introduction
activities. However, make sure you apply for these in time since there are only limited places
for most activities!

Student life
However you may cannot compare the nightlife in Canberra to cities such as Sydney and
Melbourne, I still think that the student life in Canberra is great! Since you quickly get to
know a lot of new people and because Canberra is relatively small, you will always meet a lot
of friends in the bars and nightclubs. Overall, students go out every Thursday, Friday and
Saturday nights. Furthermore, Australians are very friendly, social and outgoing and since
they love to party they will organize a lot of parties for which they will invite you. Besides, a
lot of parties are organized by the halls, the ANU as well the students/residence committees
during the whole semester. One slightly difference with the Netherlands is that evenings start
earlier (around 10 pm instead of 12noon), but this makes it even possible to joint your lectures
the next day!

Culture

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Since Australia is a relative young country it does not really has its own culture characterized
by old cities and buildings like many European Countries. Australia is mostly influenced by
Great-Britain (because of its history as a colony), South-East Asia (because of its geography)
and by the United States. This influence can especially be found in their food which is
characterized by dark English tea (with milk), traditional English breakfast, (big) muffins,
bananabread, donuts, Hungry Jacks and Asian foods such as sushi.

Leisure
Even while Canberra is not the most exciting city of Australia (besides the student life) there
are certainly enough things to do in your free time. In the city center you can find the cinema,
a shopping center, a swimming pool, clubs, restaurants and cafés. Besides there is a war
memorial, national museum, parliament house and botanic gardens which are definitely word
visiting. There are also enough sport facilities available on campus since Australians love
sports.

Since Canberra is located between Sydney and Melbourne it is also very easy to visit one of
those cities. A one-way ticket to Sydney by bus will only cost you 15 dollars and 3,5 hours
(www.murrays.com.au), and also Melbourne is easily (and quite cheap) to reach by bus or
plane. Take notice that how more you book these bus or airplane tickets in advance the
cheaper they are! Besides, it is also very easy to get from Canberra to one of the eastern
beaches. Just rent or borrow someone’s/ a car company’s car and within 2,5 hours you can
enjoy a sunny day at one of the beautiful Australian beaches.

Language
Although my study program in the Netherlands is already in English I still experienced some
problems to get my way around in the Australian slang. This because my English was quite
limited to the formal or ‘business’ vocabulary which is used during my study instead of the
more informal English which you use in day to day conversations. However, since Australians
are very friendly and patient, and since there are many other international students with the
same problem, you will quickly get used to the typical Australian slang and expressions.

Grant
I applied for the Marco Polo fund and the GUF. From the Marco Polo Fund I received €900
Euros of which €720 (80%) in advance of my study period abroad. The remaining €120
(20%) will be received after handing in the required ‘Marco Polo’ documents after finishing
your study abroad experience. Besides, I received €300 from the GUF, also in advance of my
trip.

However, while this grant is very useful and welcome, they do not cover the total costs at al.
For example, I already paid more than €1200 for only my retour ticket to Australia. Besides,
you have to pay insurance costs (Overseas Student Health Coverage plus your additional
world coverage), your accommodation, your visa, the language test and other things alike. In
addition to these extra costs you also need to pay the usual things such as study books, kitchen
utensils, bedding, food, transport tickets etc. Therefore, it is in my opinion not possible to
spend a half year studying in Australia without any financial support from e.g., your parents
or a loan. Nevertheless, your student visa also allows you to work for maximum 20 hours
each week. However, most (international) students choose not to work in order to use their
free time in exploring the country. Nonetheless, in my opinion studying for one semester in
Australia is definitely worth the money!

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Study (general)
First of all, in order to decide which courses you are going to follow during your stay abroad
you can look up the supplied courses (inclusive description) on their website. However, make
sure that you check if they are provided in the right semester because many courses are only
available in a certain semester. After choosing your courses you have to apply for eligibility
to enroll in (the specific) courses while you are studying at the ANU. After receiving this
eligibility you can enroll yourself for the courses during the introduction week. After your
enrollment you will automatically will receive your student card. Besides, it is still possible to
swap courses during the first two weeks of the semester without any penalties or obligations.

ANU students can use Wattle, WebCT, ISIS, an online library and webmail in order to find
course related information, the online library data base, personal data, and in order to change
courses if desired (http://www.anu.edu.au/students ). Those students are comparable to Nestor
and Progress used by the RUG. Moreover, your login name (student number) and password
are also automatically linked towards your personal print- and internet quota.

Dates of beginning and end of lecture series and examination period

My lectures and tutorials started on the 20th of July and finished on the 4th of November.
Moreover, the exam-period The exam-period ran from the 5th of November till the 20th of
November. During the semester there was a mid-semester break which lasted from the 28th of
September till the 11th of October.

Organization of the study program

Unlike most of my courses at the RUG were all my courses in Australia semester-courses,
each worth 7.5 ETC. Most courses consisted of a one-hour lecture and a (in most cases
compulsory) two-hours tutorial in which you discuss the subjects matter. However, the ANU
also provides you with the opportunity to listen online – via WebCT – to your lectures.

I followed three Business related courses for which I all had to do a lot of group work.
Besides each course consisted of one essay, one case study, at least one presentation and a
final written exam. This written exam mostly only contains of 30 per cent of the grade,
however a minimum of 5.0 (comparable to a 5.5 at the RUG) is required. In general,
assessments are based on participation grades, assignments, presentation, essays and written
exams. Another difference compared to the RUG is that at the ANU essays and other
assignments are more equally spread throughout the semester. Instead of having most
deadlines at the end, you will have them throughout the whole semester.

Opinion about the study program

My biggest challenge during the semester was to write so many essays – which is something I
am not used to at my faculty in Groningen, but which I found really interesting – and to plan
all these group-meetings while still leaving time in order to explore the country. However,
even while I had much more work to do than back home at the RUG, I do believe that writing
essays is an excellent way in order to get students more involved, and in-depth understanding,
in the subject matters. Overall, I believe that the ANU deserves its 16th ranking on the ‘Times
Higher Education World University Rankings list of 2008’.

Study facilities
Study facilities at the ANU are comparable towards the ones of the RUG. They have a couple
of university libraries, study rooms, internet facilities, book store and the like. Besides, there

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is an international office in order to help foreign students during their study period at the
ANU.

Summary of subjects taken

Consumer behaviour (MKTG2031): Consumer behaviour is a course provided by the ‘School
of Management, Marketing & International Business’ (MMIB) in which consumers’
behaviour is the central topic. Through lectures and tutorials – in which students have to
prepare and provide a presentation, case study and major assignment together with a small
group of other students – were students encouraged to get an in-depth understanding of the
important aspects of the consumers’ behaviour towards the goods and services of
organizations, and other related topics. Assessments are based on these tutorial participation,
presentation, case study, essay and a final exam.

Leadership (MGMT3021): The leadership course is also provided by the MMIB and is aimed
at developing students’ leadership skills. In order to do so some specific topics, such as traits
and behaviours of leaders, situational and charismatic leadership, ethics and corporate social
responsibility, power and politics, managing change and taking action, conflict resolution and
negotiation, leading teams, and the relationship between leadership and organizational
performance are discussed during the various lectures and (compulsory) tutorials. Students
have to give several group presentations and have to write two individual essays. Besides
there will be a final exam at the end of the semester.

Strategic Marketing (MKTG3023): Also Strategic Marketing is provided by MMIB. The

course tries to integrate a variety of previous studies in marketing into the strategic context of
the organization. Examples of specific topics include strategic marketing models; the internal
and external context in which marketing occurs; integrating marketing strategy with business
goals, factors that impact on the effective development and implementation of marketing
strategies and the management of implementation of marketing strategy in business-to-
business and consumer markets. By means of a marketing game, students will compete in
groups towards each other in order to get an in-depth understanding of the concept of
marketing and his related areas. In addition, they have to provide a presentation of one of the
topics during the tutorials. Furthermore, topics will be discussed more in-depth during the
weekly lectures and tutorials. Assessments are based on the marketing game, presentation, a
group assignment and the final exam.

Introduction to Social Psychology (SOCY1004): The course Introduction to Social

Psychology is a first year course provided by the ‘School of Sociology’. This course will
introduce students to major topics in social psychology, with an emphasis on sociological
approaches. The course will focus specifically on normative, cultural and cross-cultural
dimensions of social psychological aspects of human behaviour. This is done by means of
three different themes/topics about which students each have to write an essay of
approximately 1500 words. During the weekly lectures and tutorials the topics will be
discussed more in-depth, besides case studies will be used and discussed. Assessments are
based on tutorial participation (10%) and the three essays each counting of 30%.

Other relevant remarks (general)

First of all, do not forget your creditcard, since some Dutch bankaccounts do not work
overseas or are very expensive. Overall you can withdrawal money from your account with
your Dutch card but it is not possible to use your cards in shops. So make sure that you have

Marco Polo Report – Australian National University (1693379) 6

your creditcard with you! Besides it is possible to open an Australian (student) account at the
ANU campus (e.g., at the CommonWealth Bank).

Secondly, it is possible to become a Coop-member (Coop is the bookstore where you can buy
your study books), this will provide you with a special student discount on your purchases.

Thirdly, buy an international driver license (provided by ANWB) so that you are allowed to
drive a car in Australian. However, notice that it is not allowed for people under 21 to rent a
car except from mini-vans for which the minimum is 19 year.

Fourthly, in the case you use contact lenses make sure you do not forget you glasses! This
because the air in Australia (and especially in Canberra) is extremely dry which can cause
some troubles with your contact lenses. Fortunately, many eyedrops and optometrists are
available in case you experience some problems (optometrists consults are covered by
OHSC).

Fifthly, try to contact someone who went to the ANU the semester before you go. Maybe you
can arrange a deal to buy some of his/her stuff such as bedding, kitchen utensils etc. Since,
this will definitely save you some money and time the first days after your arrival! Besides
this person can provide you with some information and help with the arrangement of your
accommodation, courses, visa and other things you need to organize.

Finally, make as many photos as possible of this amazing experience!

Summary impression
Studying in Canberra (Australia) was one of the most incredible experiences of my life!
Studying at ANU provided me with the chance to experience a different way of teaching and
studying in a challenging environment, meeting friends from all over the world and to
experience how it is to live within another country/culture. Therefore, do not forget to plan
some time for traveling since Australia is a beautiful country with many faces (the Outback,
the East Coast, Northern Territory, the West coast, the Great Ocean Road, Melbourne,
Sydney, etc.) which you definitely need to visit. Also consider the opportunity to go to New
Zealand, a country with the most amazing landscapes – ranging from volcanoes till glaciers –
only two hours (and approximately 250 dollars) away from Australia.

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 B. SPECIFIC REPORT

Host institution and study period

One semester at the Australian National University (ANU) in Canberra, Australia from the
20th of July 2009 till the 20th of November 2009.

Assessment in Groningen
Assessment of all courses is done by Henk Ritsema. Each course accounted for 7.5EC.

Introduction to social Psychology – SOCY1004 (dhr. White)

Lectures and literature

One lecture of two hours per week and (in total) 10 hours of tutorials. Whereas the tutorials
were not compulsory, every tutorial accounted for 0.1 point of your total grade. Therefore,
missing one equaled missing 0.1 point of your final grade. The literature of the course is
provided in a special Brick which can be bought at the secretariat of school of Sociology.

Overview of lecture program

Every week students were expected to read the provided articles (mostly three) and to prepare
the tutorial questions. During the two-hour seminar each week the lecturer (dhr. White)
analyzed and discussed the weekly topic. In this the papers/articles were examined in a very
elaborated and pleasant way supported by a slideshow and other relevant material. Besides,
during the tutorials student were able to discuss the topic and to ask questions if present.

Contents
The course introduces students with the major topics in social psychology with an emphasis
towards sociological approaches. Therefore, many of the concepts that a psychologically
grounded ‘social psychology’ takes for granted – such as ‘the individual’, ‘the self’, or the
idea that the group is an external constraint on the otherwise free individual – are taken into
question.

The overall aim of the course is addressing the question: ‘how is our subjectivity produced for
us in contemporary social life’. Therefore the course is divided into three separated (but
interrelated) parts. The first section examines classical social theory by focusing towards
society and the individual. Therefore, the works of Durkheim, Marx and Weber are
extensively analyzed and discussed during both the lectures and tutorials. The second section
is called ‘making the social world’ and examines themes such as: how the individual creates
and manages an impression of the self; how individuals work together to make social life
orderly and meaningful; and how our experience of the self is not independent of social
processes, but through role taking. Finally the third section of the course, labeled ‘structuring
identity: gender, emotions, ethnicity and psy-professions. In this section it is discussed how
these characteristics (gender, emotions, ethnicity and psy-professions) of ourselves are
socially and politically produced an managed.

Lecture-related activities
During the course the students had to write three essays, each consisting of 1500 words and
accounting for 30 percent of the total grade. During the course student had to read many
articles (provided in a brick) in order to become familiar with the works of many famous
social psychologists. At the end of each section, students had to write an essay which

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analyzed, discussed and critiqued the literature examined during the specific tutorials and
lectures. For instance, my first essay analyzed ‘How society influences the individual’ in the
eyes of Emile Durkheim and Max Weber, whereas my second essay discussed ‘How do the
interactions of individuals produce the appearance of social order and stability in daily life?’.
The course does not consist of a final exam since students have to show their knowledge
acquired in each section at the end of each lecture-series.

Relevance to Groningen study program

However the course is might not really relevant for the field of International Business, it is
still a quite interesting course for students who want to become familiar with the roots
underlying the stream of social psychology. However, students have to realize that the course
especially discussed the works and thoughts of the so-called ‘fathers of sociology’ Weber,
Marx and Durkheim (critical social psychology) instead of more recent topics in the field of
social psychology. Besides, it should not be confused with psychology since this is a complete
different area of literature and thoughts.

Study load
2 hours lectures per weak
10 hours of tutorials in total (10 times a one hour tutorial)

3 essays of each 1500 words

Since it is an introduction course it will take quite some time to become familiar with the
different thoughts and works of the writers discussed in order to write a proper essay.
However, the tutors are very helpful and easy going since it is a introduction course (which is
followed by many first-years students). Besides, you can easily ask for an extension of the
deadlines if you have a good reason to do so.

Consumer Behaviour MKTG2031 (dhr. Bell)

Lectures and literature

One lecture of two hours per week and one hour of tutorial each week (students have to attend
at least 80% of the tutorials). During the tutorials students have the opportunity to ask
questions and to discuss issues raised in the lectures and readings. Besides, the tutorials
consist of students presentations and in-class discussions. The literature of the course consist
of the book ‘Consumer Behaviour’ written by Quester et al. which can be bought at the Coop
bookstore on campus (Quester P, Neal C, , Pettigrew, S Grimmer, M Davis, T and Hawkins D
(2004). Consumer Behaviour. Enhanced 5th Ed. McGraw Hill, Roseville NSW).

Overview of lecture program

Prior to each tutorial students have to read the assigned chapter(s) of the textbook, the
additional reading materials and they have to be prepared in order to participate in the in-class
discussions. Besides, each week one group of students has to present a presentation
concerning a specific sub-theme. Additionally, tutorial questions have to be made (prior to the
tutorial) every week and handed in twice during the semester. These questions will be graded
with a mark which accounts for 5 percent of your final grade (2 times 5 percent, thus total 10
percent of final grade). A extensive lecture and tutorial timetable can be found in the
appendix.

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Contents
Since the course Consumer Behavior is a marketing course of the ANU, it deals with the issue
how you can become an effective marketer. Therefore, understanding of how different
individuals and organizations undertake exchanges and use different decision-making
processes is required. Furthermore, the course deals with the variability of behaviour between
individuals and changes by individuals over time; alignment of offer outputs with the
behaviour of individuals; changing behaviours; and the concept of self referencing behaviour.
Special focus is towards the variability of behaviour between different consumers and how
this can affect marketing strategies.

Lecture-related activities
During one of the first tutorials students are sub-divided into small groups consisting of four
students. Each group has to prepare one presentation plus case study as well as a major
assignment.

Each group will be allocated a topic from the tutorial outline and will be required to lead a
class discussion for 15 to 20 minutes around the topic and its application to marketing (while
referring towards the provided literature). The presentations needs to include interesting
information from both the text book as well as from additional articles (placed on WebCT).
Besides, students need to conduct research from other resources by themselves. Additionally,
the overall content of the presentation needs to be discussed and analyzed in a case study
report.

Moreover, for the major assignment students have to analyze the decision-process for
different types of consumers while buying a specific consumer good (in our case a mobile
phone). Therefore, students need to carry out an in-depth interview with three customers
relating towards their purchase process, while utilizing as much of the theory as possible.
Furthermore, the students have analyze and explain the responses of the individuals in terms
of the theory. Therefore, the assignments should consist of the five stages of the consumer
decision-making process as well as the internal and external influences towards each
individual’s decision-making process. The main objective of the major assignment is to relate
the theory from the lectures and textbook towards the consumption situation.

Finally, the final exam covers the whole textbook by means of a combination of multiple
choice- and open questions.

Relevance to Groningen study program

Very interesting course especially for students who are interested in the field of marketing.
However, whereas many issues seems to be quite self-evident, the course does provide
students with quite some new insights, techniques and theories in the field of consumer
behaviour.

Study load
2 hours lectures per week
1 hour tutorials per week

Tutorial work (questions at the end of each chapter) – 10 % of final grade

1 tutorial (group) presentation + additional case study – 20 % of final grade
1 major (group) assignment – 30% of final grade
1 final exam – 40 % of final grade

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All components (assessments) are compulsory and must be submitted by the students. Besides
a minimum of 50 percent for the final examination is required as well as a pass in the overall
individual components.

Since the assessments consist of quite some group work many (group)meetings are required.

Leadership MGMT3021 (dhr. Bradly and mrs. Sally Curtis)

Lectures and literature

One lecture of one hour and one tutorial of two hours per (students have to attend at least 80%
of the tutorials). During the lectures the topics will be discussed in a very systematic and
consistent way, besides hand-outs which consist of a lecture overview will be provided.
The literature of the course consist of the book

Overview of lecture program

During each tutorial students are expected to actively participate in the group discussions and
presentations. Besides the tutorials provide the students with an opportunity to ask questions
about the provided literature as well as to get a better in-depth understanding of the different
topics. Furthermore, students will receive feedback and are able to ask questions about their
individual assignments. The main aim of the lectures is to provide students with a short
overview of the main points of each sub-theme. A more specific timetable of the material for
each weeks lecture and/or tutorial can be found in the appendix.

Contents
The main aim of the course is to develop students’ leadership skills. Therefore, specific topics
such as traits and behaviours of leaders; situational and charismatic leadership; ethics and
corporate social responsibility; power and politics; managing change and taking action;
conflict resolution and negotiation; the relationship between leadership and organizational
performance; and leading teams are covered during the course. At the end of the course
students should be able to demonstrate an understanding of various leadership models and
frameworks and their relevant foundations, strengths and weaknesses. Besides, students
should understand the principles of effective leadership and be aware of the major ethical and
social pressures which leaders face in today’s world. Finally, students should recognize the
importance of teams for delivering high performance.

Lecture-related activities
In the weekly tutorials the different topics will be in-depth analyzed and discussed during
very interactive discussion rounds. Students will receive a ‘workshop participation’ grade
related towards their participation during the tutorials. Besides, students are sub-divided into
small groups of approximately five people with who they have to prepare two presentations
both accounting for 5 percent of the final grade each covering a special leadership related
topic (such as gender in leadership). Students also have to write two individual assignments
(one case study and one essay) in which they have to apply different leadership theories as
well as a final exam at the end of the course. For the case study, students have to select an
individual whom they consider to be a great leader. Subsequently, a ‘story’ of approximately
1500 worlds have to be provided about this leader’s life and experiences while using different
leadership styles. For the individual essay, students have to opportunity to choose one of the

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three provided essay question. After choosing a favorite question students have to write a
proper essay of 2500 worlds.

Relevance to Groningen study program

The content course corresponds quite good towards the study program of International
Business and Management in Groningen. However, some aspects are already covered in
courses provided by the Rijksuniversity Groningen, none of the courses provides such an
elaborated in-depth analysis of leadership skills and other leadership related subjects.
Therefore, this is a very interesting course for students who want to learn more about different
leadership styles and related theories.

Study load
1 hour lecture each week
2 hours tutorial each week

Workshop participation – 10 % of the final grade

Workshop presentation – (2x 5%) 10% of final grade
Case study (1500 words) – 20% of final grade
Individual essay (2500 words) – 30% of final grade
Examination (3-hour closed book exam) – 30 % of final grade

Some group meetings are required in order to prepare the two group assignments, however
this will not take a lot of time (approximately two times a meeting of 2 hours).

Strategic Marketing MKTG3023 (dhr.Buttriss)

Lectures and literature

The course consist of a two hours lecture and one hour tutorial each week in combination with
marketing simulation game. Students are obliged to attend at least 80 percent of the tutorials.
Those tutorials will provide students with the opportunity to review course content by means
of review questions, exercise and a simulation game. The literature of the course consist of the
book ‘Marketing Strategy and Competitive Positioning’ written by Hooley, Piercy and
Nicoulad which can be acquired in the Coop bookstore on campus (Hooley, G, and N.F.
Piercy, B. Nicoulad: Marketing Strategy and Competitive Positioning. (2008) 4th Ed
Prentice-Hall).

Overview of lecture program

In the weekly lectures the weekly topics from the textbook as well as the events of the
stimulation game are discussed. During the tutorials students can ask questions and discuss
difficulties concerning the stimulation game. Besides, every week one of the groups has to
prepare and present a presentation in which it discusses one chosen sub-theme as well as its
connections towards the stimulation game (see the lecture and tutorial timetable in the
appendix).

Contents
The course strategic marketing integrates previous studies in marketing into the strategic
context of the organization. Specific topics include strategic marketing models; integrating
marketing strategy with business goals, factors that impact on the effective development of
implementation of marketing strategies; the management of implementation of marketing
strategy in business-to-business consumer markets; and the internal and external context in

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which market occurs. Therefore the main aim of the course is to provide students with an
insight into the process of developing and managing innovative competitive marketing
strategies.

Lecture-related activities
In addition to the textbook and related lectures students have to work in teams of four persons
in order to participate in the StartSim simulation game, a game played at leading universities
internationally (http://interpretive.com/). This game places teams in a dynamic competitive
environment in which they have to devise and pursue their own strategy and react to moves of
both customers and competitors. In this students are competing against teams from within the
class. Every week the teams have to submit their decision (concerning their strategic
marketing strategy) online, therefore many group meetings are required. At the end of the
course the groups grade will be formed by means of their ranking in the final round, which is
measured by their market value plus cumulative net income. Besides, students are required to
prepare a report to shareholders on the performance and prospects of their firm at the end of
the game. Finally, in addition to the simulation game students also have to prepare a
presentation about one of the specific sub-theses of the course (e.g. promotion).

Relevance to Groningen study program

Very interesting course especially for students who are interested in the field of marketing as
well as international business. It is a very intensive course which makes students familiar with
the more practical side of marketing (through the stimulation game). Therefore, a very good
choice if you consider the RUG master of marketing or when you are just very interested into
marketing related courses.

Study load
2 hours lecture each week
1 hours tutorial each week
Group assessment – 50 % of final grade
- StratSim Online Simulation – 35 % of final grade
- Performance – 20 % of final grade
- Report to shareholders – 15 % of final grade
Final exam – 50 % of final grade

A very intensive course which requires many group meetings due to the simulation game.
Every week you have to discuss and analyze together with your team the best strategy for
your company due to changes in the external environment. Since your grade is based on the
end-ranking of your group in the final round, a good strategy is required in order to pass the
course. Besides, since the stimulation game requires a lot of time it becomes very tempting to
neglect the other literature during the semester. However you should try to prevent since your
exam covers the entire textbook and some additional readings which all need to be applied
towards the strategy of a some Australian company (e.g. Woolworths).

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 C. APPENDIX

Consumer Behaviour MKTG2031

Lecture Timetable and assessment schedule

Week Date Topic(s)/Task(s) Chapters
1 20 July Introduction Ch 1
Consumer Behaviour and Marketing
Strategy
2 27 July Situational Influences Ch 2
Problem Recognition Ch 3
3 3 August Information Search Ch 4
Evaluating and selecting alternative Ch 5
4 10 August Outlet selection and purchase Ch 6
Post-purchase process Ch 7
5 17 August Perception Ch 8
6 24 August Learning and Memory Ch 9
7 31 August Motivation, Personality and Emotion Ch 10
8 7 September Attitudes Ch 11
9 14 September Lifestyles, Demographics and Market Ch 12
Segmentation;
Social Class Ch 15
10 21 September Household structures Ch 13
Organisational Buying Ch 17
Semester Break
11 12 October Group Dynamics and Innovation and Ch 14
Adoption
12 19 October Culture, Subculture and Cross-cultural Ch 16
aspects
13 26 October Consumers and Society Ch 18
Exam Review

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 Tutorial Timetable

Week Date (wk Topic(s)/Task(s) Discussion

No. begins) /Presentation
2 27 July What is consumer behaviour Ch 1 Presentation – briefing,
Tute Teaser allocation of topics
Discussion Q4, 6, 8.
Major assignment -
Application Q 2
Outline
3 3 August Situational influences Ch 2
Tute Teaser
Discussion Q1, 8
Application Q 5

Problem recognition Ch 3
Tute Teaser
Discussion Q1, 7
Application Q 2

4 10 August Information search Ch 4 P1 Word of Mouth and

Tute Teaser viral marketing
Discussion Q1,4,7
Application Q 3

Evaluating alternatives Ch 5
Tute Teaser
Discussion Q1, 4, 5
Application Q2

5 17 August Outlet selection Ch 6 P2.Customer

Tute Teaser Complaints
Discussion Q3, 4,
Application Q1,

Post purchase processes Ch 7

Tute Teaser
Discussion Q 1,3,7
Application Q1,

6 24 August Perception Ch 8 P3,Selective perception

Tute Teaser
Review Q 3, 4,
Application Q1

7 31 August Learning and Memory Ch 9 P4Human Information

Application Q4, Processing
Review Q 3,

8 7 Motivation Personality and P5 The self concept

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 September Emotion Ch 10
Tute Teaser
Review Q 2, 8
Discussion Q1, 5,6,
Application Q 5

9 14 Attitudes Ch 11 P6 TRA and TPB

September Tute Teaser Major Assignment
Review Q2 Due
Discussion Q2,3,6
Application Q 6

10 21 Australian Lifestyle Ch 12 P7 Customer profiling

September Tute Teaser
Review Q1, 8
Discussion Q2,8,
Application Q7

Social Stratification Ch 15
Tute Teaser
Discussion Q2,6,7
Application Q 3
Semester Break

11 12 October Household buying Ch 13 P8.Joint.decision

Tute Teaser making
Discussion Q1,5
Application Q3

Organisational buying Ch 17
Tute Teaser
Review Q8 ,10
Discussion Q 4,6
Application Q2

12 19 October Group influence Ch 14 P9Celebrity endorsers

Tute Teaser
Review Q 6,9
Discussion Q1, 5,7
Application 1

13 26 October Culture Ch 16 Exam review

Tute Teaser
Review Q 7,8
Discussion Q2,7
Application Q 8,

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Leadership MGMT3021

Week Week Lecture topic Reading Assessment

beginning deadline
1 20 July Introduction: What makes for Ch. 1
good leaders
2 27 July Traits, motives and behaviors of Ch. 2 & 3
leaders
3 3 August Charismatic versus situational Ch. 4 & 7
leadership
4 10 August Ethical leadership and social Ch. 5 & 14
responsibility
5 17 August Power, politics and leadership Ch. 8 & 9
6 24 August Women in leadership Ch. 2 CASE STUDY
Due 24 August
7 31 August Analyzing situations and taking Ch. 7
actions
8 7 September Conflict, negotiations and Ch. 13
resolution
9 14 September Leadership and the power of Ch. 10
teams
10 21 September Leadership and managing change Ch. 14 & ESSAY
15 Due 21 Sept.
11 12 October Leading for high performance Ch. 11

12 19 October Developing leaders Ch. 16

13 26 October Conclusion and exam preparation
14 2 November Final Exam

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Strategic Marketing MKTG3023

Week Week Topic(s)/Task(s) Activity/Deadlines

No beginning
1 20 July Introduction to the course Marketing! –
and marketing strategy and planning

Reading: Ch 1 & 2
2 27 July The nature of market environments – Group Formation
identifying opportunities and threats

Reading: Ch 3,4, 5
3 3 August Market orientation and the firms bases StrtSim Briefing and
for competing case discussion

Reading: Ch 6 & 7
4 10 August Strategic Market Segmentation, StratSim Practice round
Targeting and Positioning Strategies Due – shareholders
agreement
Reading: 8, 9, 10 Due – 10 questions
stratsim quiz
5 17 August Sustainable competitive advantage StratSim begins –
Decision 1
Reading: Ch 11
Student Led Learning 1
6 24 August Strategies for growth, mature and Strat-Sim – Decision 2
declining markets
Student Led Learning 2
Reading: Walker Ch 8, 9, 10;
Guiltinan ch 7
7 31 August Competing trough marketing mix StratSim – Decision 3

Reading: Ch 12 Student Led Learning 3

8 7 Sept Competing through innovation StratSim – Decision 4

Reading: Ch 13 Student Led Learning 4

9 14 Sept Competing through superior service StratSim – Decision 5
and relationships
Student Led Learning 5
Reading: Ch 14 & 15
10 21 Sept Strategic Alliances & Networks StratSim – Decision 6

Reading: Ch 16 Student Led Learning 6

11 12 Oct Designing Market-driven Organizations StratSim – Decision 7

Reading: Ch 17
13 26 Oct Review
16 16 Nov Exam

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