School/Portfolio: The Business School
Course Code/ID: BUMKT5901
Course Title: Marketing
Teaching Location: MIT, Melbourne
Program(s): MBA
Author: Robert Errey
Level: Introductory
Semester: Semester 2, 2014
Prerequisite(s): Nil
Corequisite(s): Nil
Exclusion(s): Nil
Credit Points/Progress Units: 15
ASCED Code: 080505

Adopted Reference Style

1 APA http://www.federation.edu.au/library/assignment-and-research-help/referencing/apa-style

1 COURSE ORGANISATION:

1.1 Student Responsibility
It is the responsibility of every student to be aware of the requirements for this course, and understand the specific details included in this document.

For full details of programs and school procedures, please refer to the University handbook (http://federation.edu.au/students/essential-info/publications/handbook) and Faculty Programs Handbooks available at http://federation.edu.au/faculties-and-schools/faculty-of-business/the-business-school/current-students

Students should be aware of the content of the handbooks, particularly:

• Special Consideration process and forms
• Assignment Coversheet
• Submission of tasks and assignments
• Grading codes
• Unsatisfactory progress - Early Intervention
• Grading codes

1.2 Staff
The most appropriate contact is your lecturer. If necessary they will contact the Course Coordinator at the University of Ballarat.

Coordinator Lecturer Tutor
Name: Robert Errey Jill Gilligan N/a
Phone: 03 5327 9567
Fax:
Email: r.errey@federation.edu.au
jgilligan@academic.mit.edu.au
Office:

1.3 Consultation Hours

By arrangement—please email for an appointment.

1.4 Prescribed Text
This subject will be conducted on the presumption that students have a copy of:

Grewal, D. and Levy, M. (2013). Marketing (3rd Ed.). New York: McGraw-Hill Irwin.

If students acquire an earlier edition it is their responsibility to ensure they are not disadvantaged by their purchase. Please note: the 4th Ed. Was not supposed to be available for the start of the teaching period but if students buy a copy late in the period then they may only be able to buy the 4th Ed—this should cause very few issues.

1.5 Plagiarism
Plagiarism is presenting someone else work as your own and is a serious offence with serious consequences. As set out in the University Regulation 6.1.1, students who are caught plagiarising will, for a first offence, be given a zero mark for that task. A second offence will result in a failing grade for the course(s) involved and any subsequent offence will be referred to the Student Discipline Committee. Student must be aware of the University Regulation 6.1.1 Student Plagiarism, available at http://www.federation.edu.au/__data/assets/pdf_file/0005/44996/r6_1_1plagiarism.pdf . The link to the library website for more information is: http://www.federation.edu.au/library/assignment-and-research-help/referencing

Students must:
• Fully reference the source(s) of all material, even if you have re-expressed the ideas, facts or descriptions;
• Acknowledge all direct quotations; and
• Not submit work that has been researched and written by another person

Turnitin—this software application allows students to check their assignments for referencing and citation omission or incorrect paraphrasing. IT IS STRONGLY RECOMMENDED THAT ALL STUDENTS USE TURNITIN BEFOR SUBMITTING ASSINGMENTS.

You are required to submit your assignment via Moodle (but not via Turnitin). Under no circumstances will hard copies of assignments be accepted.

1.6 Late Submission
Assessment tasks submitted after the due date, without prior approval/arrangement, will be penalised at 10% of the available marks per day (each 24 hours after due date/time). Requests for extension of time must be made with the lecturer concerned and based on Special Consideration guidelines http://policy.federation.edu.au/student_services_and_administration/enrolment/special_consideration/ch01.php

1.7 Course Evaluation
We welcome feedback as one way to keep improving this course. Students are encouraged to provide course feedback through eVALUate, the University’s online student feedback system. eVALUate will be accessed during Weeks 10 and 11 by the Student Survey dashboard system using UB student user names and passwords.

1.8 Moodle
Moodle is used to host course resources for all courses. Students can download lecture and tutorial notes to support class participation. Students login to the Moodle at https://ubonline.federation.edu.au/login/index.php.

2 OBJECTIVES:

2.1 General comments
The objectives of this course are to introduce to you the fundamental principles and practices of marketing and to develop your ability to understand and use marketing processes and techniques. The development of your analytical and presentation skills will also be emphasised in this course.

Marketing performs a specific role within the organisation. It seeks to increase certainty in the revenue stream today and into the future (Ambler, Marketing and the bottom line, 2000). The philosophy that underpins how this is achieved can be simply stated as seeking to understand and satisfy customer needs and wants as part of the process of achieving the organisations objectives (Kotler et.al. 2009). To execute this philosophy to fulfil its role within an organisation, marketing follows a process that comprises a number of components and tools.

The apparent simplicity of the task as portrayed above, masks a complexity that will keep you engaged in the discipline for many years. Good marketers are able to draw insights from the theory, apply it to the day-to-day and develop innovations in marketing activity that delivers success to the organisation. It is, therefore, suggested that organisations which embrace marketing are more effective and efficient at generating revenue than that those which do not.

A more technical explanation of the process of marketing is that companies aim to deliver value to their customers in a range of situations and contexts via a product or a service. The concept of value is one we consider early in the course. Companies usually deliver value to customers by developing a strategically planned and managed approach and by understanding their markets—that is, their customers, who are usually divided into groups of people (referred to as market segments) who share similar aspects or characteristics. The notion of identifying and understanding (target) segments is the basis of consumer behaviour; a key aspect of the course.

The way in which companies actually design, and deliver a product or service to meet the needs, wants and demands of their markets lies at the very heart of the marketing concept and this is the marketing mix. This multi-faceted topic covers the remainder of the lecture series. There are four key parts of the marketing mix we focus on: product, price, place (logistics), and promotion. In fact, there are also three other Ps—people, physical evidence and process. We do not cover these in this course—not because they are not important but because we simply do not have the time (they are covered in many textbooks). Each part of the marketing mix (and indeed, of marketing as a whole) has to deliver carefully planned value to the market—so we return to the critical concept of value which lies at the very heart of marketing.

The above focuses on how companies provide value to customers (known as customer value). However, customer value also has another meaning—the financial value customers provide firms via their purchase of goods and services and the consumption of pre- and post-sale services. The financial outcome associated with the company’s marketing program is a critical issue for Boards and senior management.

On completion of this course, you should be able to:

2.2 Knowledge
• Recognise and understand the fundamental core concepts and processes of marketing
• Explain marketing and its role in society and identify the principles that underpin marketing orientation
• Describe the variety of marketing activities necessary to fulfil the marketing management process
• Have acquired an understanding of the fundamental concepts and processes of marketing and the principles underlying the development of marketing strategies

2.3 Skills
• Select appropriate methods and tools for implementing marketing strategies
• Demonstrate and apply this knowledge to provide solutions to marketing problems
• Solve marketing problems, and write cogent academic and business reports to meet academic and business criteria
• Differentiate between organisations that are marketing oriented and those that are not

2.4 Values
• Appreciate the marketing situations that can occur for a range of products, services and ideas, and the marketing practices of various organisations in the public and private sectors including the not-for-profit organisations
• Understand and appreciate the role of the marketer as one which contributes to an organisation’s goals through satisfying the needs of the consumer and the longer term needs of society (values/attitudes based objectives)

3 CONTENT:

3.1 Topics and sub-topics may include:

See the schedule near the end of this course description for a detailed list of key topics to be covered in this course.

• You will be introduced to the marketing concept and its evolution. The role of marketing in a modern business environment will be discussed including the way in which the marketing system interrelates with influencing variables. Current topical issues, including ethical considerations and green marketing, will be raised.
• The critical concepts of ‘value exchange’ and ‘customer value’ will be emphasised.
• Marketing’s role within the organisation and the underlying principles and techniques for marketing decision making, marketing planning, marketing research and the development of marketing strategies will be discussed.
• You will gain an understanding of the forces affecting market dynamics and an introduction to consumer behaviour, market segmentation, target marketing and positioning.
• The elements of the marketing mix and associated concepts will be covered including the product life cycle, new product development, brands and packaging, pricing, distribution and supply, advertising and communications.
• The organisation, control and evaluation of the marketing activities within a firm will be introduced.

3.2 Teaching Method

Classes will be informal, interactive and involving. Class exercises and discussions may be complemented with DVDs/video clips and case studies on various topics where appropriate.

The lecturer will vary the format, style, pace and flow to meet your needs but remember—your willingness to participate and share your knowledge/experiences will help your learning and that of the other students.

If you have not studied marketing before it helps your learning if you start to become a highly aware consumer. This means, for example:

1. When you see an advertisement on TV or in a magazine ask yourself the following;
a. who is the target market? What has led you to this conclusion?
b. what is the key message? How is it being communicated?
c. is this the best medium to reach this target market?
2. When you’re at the supermarket take note of;
a. what products/brands are placed in the best locations (where in the store/on what shelf)
b. whether house brands are taking space from national/international brands
c. what price or sales promotions are being run
d. determine, if at all, how these marketing tactics affect your buying behaviour
3. Take note of how you go about your shopping for a variety of goods/services—just buy what you always buy, search for products and prices on the Internet first, speak to friends, who makes the final decision, who purchases the product
4. If you’re not happy with a product or service be an active consumer—contact the firm and assess how they handle your feedback/complaint—this is a good way to find out just how customer oriented a firm is.

4 LEARNING TASKS AND ASSESSMENT:

4.1 Summary
It is emphasised that this course requires a significant commitment outside of formal class contact. The learning tasks in this course may include classes (lectures, tutorials or seminars), required reading, the preparation of answers to set questions, exercises and problems, and self-study. In addition, students may be required to complete an assignment, test or examination.

Summary of suggested time allocations for this course

Classes 3 hours per topic for 12 topics 36 hours
Reading 2 hours per topic for 12 topics 24 hours
Preparation of set questions, exercises and problems 4 hours per topic for 12 topics 48 hours
Preparation of assignment 20 hours
Study and revision for test and end of semester examination 22 hours
TOTAL 150 hours

4.2 Attendance and Participation
It is in students’ interest to make every effort to attend all the classes for this course and to complete all preparatory and assessment tasks. It is our experience that those students who do not attend class or carry out the associated activities are more likely to do poorly or to fail the course completely.

Learning Task Assessment Weighting
Demonstrate knowledge of the early course material such as: core marketing concepts (e.g., the value exchange) and the 4Ps Individual Assignment

20%
Via selection (by the student) of a firm/product/service, demonstrate application of critical marketing concepts and business acumen through the analysis and evaluation of relevant case questions/requirements Group Presentations and Report

30%
Demonstrate knowledge of key marketing concepts by applying them in different marketing situations Examination

50%

4.3 Note on Assessment

The University of Ballarat PASS grade is achieved at 50%. To pass the courses listed below student must obtain at least 40% in the examination (if applicable). All other courses must achieve a pass overall.

BUACC1506, BUACC1507, BUACC1521, BUEBU1501, BUECO1507, BUECO1508, BUENT1531, BUHRM1501, BULAW1502, BULAW1503, BUMGT1501, BUMKT1501, BUMKT1503, BUTSM1501, BUTSM1502, BUACC5901, BUACC5930, BUACC5932, BUACC5933, BUACC5934, BUACC5935, BUACC5936, BUACC5937, BUECO5903, BUHRM5912, BULAW5911, BULAW5914, BULAW5915, BULAW5916, BUMGT5921, BUMGT5926, BUMKT5901, BUMKT5922.

You need to get at least 40% in the exam and at least 50% overall to pass this course.

Students are strongly advised to attempt ALL assessment tasks. Students who do not submit a task(s) or fail a task(s) in the semester will be identified as a ‘student at risk’ of unsatisfactory academic progress (outlined in the Business School Handbooks) and will be directed to the School’s Intervention Program. Students who encounter difficulties or who are otherwise concerned regarding their progress should consult their lecturer.

Assessment criteria set out the details by which performance in each task will be judged. This information will give a clear and explicit understanding of the expected standards to be achieved relative to the marks awarded. The Assessment Criteria Sheet for each assignment for this course is at the end of this document.

4.4 Assignment One—Individual Report

This assignment is challenging but will be rewarding in terms of building your knowledge of marketing and consumer behaviour theories.

The assignment has distinct stages:

1. Collect data on your own purchases for seven days;
2. Gain knowledge of consumer behaviour theories/concepts via lectures, reading of the set text and journal articles;
3. Discussions with other class members and the lecturer about how to record and analyse the purchase data; and
4. Write and submit the report.

Ideally, you should start collecting purchasing data no later than Week 2. You will be provided with a sample (Excel file) of how to record your purchases that you can use as a ‘guide’. This will be available on Moodle. The more data you collect the better the analysis and hopefully, a better mark. You will also get to see a sample finished report to help you better understand what is required to obtain a high grade.

THIS ASSIGNMENT MUST BE DRIVEN BY THE ANALYSIS OF THE DATA YOU COLLECT ON YOUR SHOPPING

YOU THEN PUT YOUR SHOPPING BEHAVIOUR IN THE CONTEXT OF MARKETING AND CONSUMER BEHAVIOUR THEORIES/CONCEPTS.

DO NOT WRITE A THEORETICAL PAPER TO WHICH YOU ADD A FEW COMMENTS ABOUT YOUR SHOPPING.

Value: 20% of your final mark Due Date: Friday 22 August, Week 5
Style: Business report Submission: Online by 2.00 p.m.
Length: 2,000 - 2,500 words Marking criteria: See end of this CD
Detail: Handout and Moodle

Overview
The overall purpose of Assignment One is to have you grasp the challenges of understanding the consumer and how an understanding of consumers is a key input into the development of an effective (the right type) and efficient (minimal or no waste) marketing mix strategy.

1. Begin by describing yourself as a consumer—this is before you have analysed your shopping.
a. For example, ‘the consumer is a 25 year old male who has been married for 2 years, has a wife who also works part-time in health services, has no children, is in full-time employment as a professional manager, favours branded products—particularly for high tech products—rarely goes grocery shopping and prefers to search and buy online for as many products as possible’. Note—this description is only an example—there may be other relevant aspects you could describe as well.
b. If you are studying in Australia you should place yourself in one of the Roy Morgan Values Segments. Go to www.roymorgan.com click on Products, click on Values Segments and then read all of the segments to decide which segment you belong to.
c. If you are studying at an overseas location you could look for an ‘equivalent’ in your country to the Roy Morgan segments. Roy Morgan is a major Australian market research firm and there may be one in your country doing similar work.
2. Track and detail every purchase you make in one week and note what occurred in the decision making process (DMP) and the influences on the DMP for every purchase decision.
a. These purchases need to be recorded in an Excel matrix (see Moodle).
b. The Excel spreadsheet must be an appendix in your assignment but submitted separately on Moodle due to possible space problems.
3. In the body of the report, analyse your overall purchasing behaviour (based on the data in the matrix). Your analysis MUST integrate marketing theory with an emphasis consumer behaviour theory.
a. We are looking for overall trends in behaviour. Do not analyse every single purchase.
Provide insights into your shopping behaviour that a consumer goods marketer could use to develop marketing programs for you, as a representative of a particular target market. Explain why these insights will be helpful.
4. Nominate a high-involvement product that you are likely to purchase in the near future or one that you recently purchased
a. Provide a detailed analyse of your purchasing behaviour for the nominated product
5. Compare and contrast your buying behaviour for the products purchased over the week with your buying behaviour of your nominated product i.e., compare and contrast your analysis from #3 & #4
6. Provide a key (single) overall insight and justification (use theory to support) regarding what you have discovered in #5.
Briefly explain to a marketing manager why this insight might be useful.

4.5 Assignment Two—Group Presentation and Report
Value: 30% of your final mark
Presentation—10 marks
Report—20 marks Due Date:
Presentation slides—In class weeks 9,10,11
Report—Tuesday 7 October, Week 12
Style: Presentation—PowerPoint slides
Report—business report Submission: Presentation slides— submit to lecturer
Report—Online by 2.00 p.m.
Length: Presentation—20 slides, 20 minutes presentation plus 10 minutes of responding to questions, etc.
Report—2,000 - 2,500 words Marking criteria: See end of this CD
Detail: Handout and Moodle

This a real life case study and this will be discussed by your lecturer. There are two background files on Moodle—Supermarket Confidential and Anatomy of a Grocery Store. You need to print both—preferably in colour—as they provide the basis for the assignment and the further research needed to complete the assigned tasks.

Visit TWO different BRANDED supermarkets and as the size of the store may be a contributing factor to store layout make sure you eliminate this factor by having stores of ‘equivalent’ sizes—do not have a large and a small store.
You are required to:
1. Draw the layout (approximately in proportion) of each store and if possible include photographs—make sure you indicate the brand on the diagram;
2. Given the information in Supermarket Confidential and Anatomy of a Grocery Store compare and contrast each layout—with each other and the ‘ideal’ layout put forward in the articles;
3. Describe ONE target market of each branded supermarket. Whilst you may describe them using socio-economic or psychographic or lifestyle profiles from marketing theory remember that observation research is a valid method for data collection. Your lecturer can provide some guidance with this;
4. Given these target markets, analyse consumer influences on purchase behaviour, e.g. how much time each target market has to shop, how often they shop and the role that shopping plays in the overall lifestyle of the consumer, and how the layout of supermarket assists (or hampers) their shopping. This list may be expanded if you wish
a. Construct a table with Influences as rows and each of the Two Target Markets as columns and record your data/judgements/observations
b. Analyse the table, expanding on the insights and observations by linking them to theories and concepts covered in this course; and
5. For each branded supermarket make recommendations to improve the shopping experience of the identified target markets. These could cover store layout, use of POS advertising, lighting, music, product and store information, etc. The possible range of recommendations is very wide—they must be relevant to the identified segments AND explicitly linked to the concepts and theories covered in this course.

Answer these questions in a business report format which includes an Executive Summary. Your lecturer will give you some tips here.

4.5.1 Group Assignment—Assessment Criteria

At the end of this document is the Assessment Criteria Sheets (ACS) for the presentation and report. The ACSs clearly show what needs to be addressed—not meeting these requirements will reduce your marks. For example, students sometimes don’t provide an Executive Summary or provide one but do not address the required elements—marks cannot be earned in such a case.

You will be shown a sample of a group report and presentation so that you will better understand what is required to earn a high mark.

4.6 Report Format
Reports are to satisfy the following requirements—in this order.
Signed and attached Business School Assignment Cover sheet.

There are separate sheets for the Individual and the Group Assignments—these are available on Moodle. Make sure you complete the forms properly. Failure to do so may result in a request to re-submit and then a penalty may apply if the assignment is late.

An Assessment Criteria Sheet MUST be fully completed and attached to the front of the assignment—after the Business School Assignment Cover sheet.

For the first time rubrics have been developed for both the individual and group written assignments—you need to put your name(s) and ID(s) on the rubric and place the rubric between the Assessment Criteria Sheet and the report cover page.

The assignment MUST also have a cover page that includes:

1. BUMKT5901 Marketing
2. MIT, Semester 2, 2014
3. Individual Assignment—Consumer Behaviour Insights OR Group Assignment—New Marketing Initiatives
4. Your name OR Names—please write your Chinese AND English names
5. Your student ID OR IDs
6. The Due Date and Time—Individual Assignment: Friday, 22 August, 2.00 p.m; Group Assignment Report: Friday, 3 October, 2.00 p.m.
7. Submitted to—Jill Gilligan

Report format—business (not an essay)
DO NOT write in the first or second person (I, we, our)—write in third person only
Proof read at least three times for spelling, grammatical and logic errors
Font—Arial
Size—12
Paragraphs—fully justified
Line spacing—1½ lines
Before and after spacing—6 points
Paragraph spacing—one space before and after
All tables and diagrams labelled—they do not form part of the word count
APA reference style

http://www.ballarat.edu.au/library/assignment-and-research-help/referencing

Assignment One—Individual
Executive Summary
Introductory sentence/short paragraph
Major findings—key insights and justifications
Introduction
Background to the task
Purpose of the report
Format of the report
Description of the consumer
Categorisation of purchases using excel spreadsheet
Analysis 1—Analysis of overall purchase behaviour. Integrate marketing theory with an emphasis on buyer behaviour.
List Nominated product Clear description of the product—purchase motivation
Analysis 2—Factors that influenced purchase of nominated product
Analysis 4 – Compare and contrast analysis #1 & #2
Provide overall key insight and explain relevance to marketing manager
Appendix—Listing of ALL purchases for seven days with a relevant and structured categorisation of ALL purchases

Assignment Two—Group
Executive Summary
Introductory sentence/short paragraph
Major findings
Major recommendations
Introduction
Background to the task
Purpose of the report
Format of the report
Layout of the branded stores
Compare and contrasts the branded store layouts
Description of ONE target market for each branded store
Analyses of consumer influences (based on data recorded in a table)
Marketing recommendations for each target market of the branded stores (linked to relevant concepts and theories from this course)

4.7 Presentation Guidelines

General: First presenter should introduce the topic his/herself, group members and what section each member is covering
When finishing a section the person should introduce the next person and the section to be covered
Time: 20 minutes plus question time
Font size: Minimum font 20 point
Maximum number of points per slide Three (3) and two sub-points per main point (do not drown your audience in information)
Maximum number of slides Twenty—all slides are to be numbered
Colours: Light background, dark font
Tables, charts, etc. Yes, these can be included but do not make slide cluttered or difficult to comprehend. The audience needs to be able to see a clear link between the information on the slide and the point you are aiming to make. Use animation tools to in PowerPoint to highlight what is relevant
To enhance your presentation it is strongly recommended that you watch the following and use the key points as a basis for your presentation.
http://www.ted.com/talks/nancy_duarte_the_secret_structure_of_great_talks.html
It is also strongly recommended that you watch the following and make sure YOU DO NOT make these mistakes.
http://www.youtube.com/watch?v=KbSPPFYxx3o&feature=related

4.8 Peer Assessment
Groups will be limited to a maximum of four members. Hopefully, this will limit the organisational and productivity issues that appear to plague group experiences. Peer evaluation may be undertaken in this course. It will be the responsibility of all group members to produce a quality report. Hence, if there are group problems you are expected to sort them out so that the group, as a whole, does not suffer. If you need to discuss such a situation with your lecturer—DO NOT LEAVE IT UNTIL THE LAST MOMENT. Please note that if a Peer Evaluation is required for your group, under normal circumstances no marks can be awarded to the group members until ALL members have returned the Peer Evaluation sheets.

Peer Evaluation covers individual performance on:
• Understanding of the task and topic
• Industry and initiative
• Dependability and integrity
• Participating as a group member
• Attendance

To help you formulate a fair peer evaluation all students should keep notes on, e.g.:

• Tutorial and meeting attendance
• Allocation of tasks—who is to do what and by when
• Whether requested material is delivered on time and at sufficient quality/quantity
• Dates and details of all communications—verbal, SMS, email and any other form

You should all regularly ‘sign off’ so that there is consensus of what has occurred, what is being requested and by when, etc.

If a group has to complete a confidential peer evaluation each student will obtain 50% of the group mark plus some allocation of the other 50% according to the result of the peer evaluation. No student can attain a mark that is higher than what the paper attained. For example, if the paper received 14 out of 20 then the student with the highest peer evaluation will receive 14 marks—the other students will receive a percentage of that student’s mark. The following example should clarify the approach.

Assignment mark 14 (out of 20)
Students A B C
Marks @ 50% 7 7 7
Peer evaluation (out of 100) 100 80 70
Additional marks 7 5.6 4.9
Final marks 14 12.6 11.9

NB: Where the lecturer believes that the Peer Evaluations have not been completed fairly he/she can amend the final marks generated by the above formula.

4.8.1 Non-contributing Group Members
Students need to understand that as a member of a group you have obligations to the other group members and failing to meet these obligations may put their and your performance at risk. Where a student (or students) is (are) not fulfilling these obligations all group members will be required to complete an independent and confidential Peer Evaluation.

Where a student is rated poorly by fellow group members the offending student not only faces the prospect of scoring substantially reduced marks but may also:

• Receive a letter from the School to, e.g. requesting the student to attend a meeting with the Deputy Dean or some other nominated party; and/or
• Where applicable, be excluded from the group.
4.8.2 Removal from a Group
This is a last resort approach where under certain conditions a student can be removed from a group if he/she does not contribute as expected. This removal can occur at any time and then this student will be required to complete the group assignment as an individual assignment. The decision to remove the student is at the sole discretion of the lecturer after collecting data and speaking with the group members. Aspects that may be taken into account when reaching such a decision are:
• Tutorial and ex-class meeting attendance
• General attitude displayed towards the assignment
• Not responding to group members’ communication efforts
• Not completing assigned tasks at the appropriate standard and on time
• Not responding to the lecturer’s communication efforts

To assist with this decision making students should keep individual diaries recording data related to the above points.

4.9 Late Submission

Unless prior arrangements have been made with the lecturer students will be penalised for late a submission. The rate is 10% of the assignment’s marks per day e.g., if the assignment is worth 20 marks the daily reduction is 2 marks. When the reduction applies from is left to the discretion of the lecturer. Assignments submitted more than 10 days late will not be marked.

4.10 Exam

A three hour (50%) exam will be conducted at the end of the semester to test material covered throughout the course. You will be provided with an idea of what is in the exam. All materials covered throughout the semester (that is, in the schedule below) are examinable—includes any handouts etc.

Examination assessment criteria include:

1. Your ability to apply marketing concepts to solve new problem situations.
2. Your ability to demonstrate knowledge and understanding of marketing concepts.
3. Your ability to demonstrate critical thinking, deductive reasoning and logic in relation # 1 and # 2.

NB: You must pass the exam (i.e., obtain at least 40%) and also gain a minimum of 50% overall to pass this course.

5 SCHEDULE:

The material covered may vary from the schedule detailed below. However, to ensure you get the maximum value from the subject it is suggested that you pre-read as much as possible prior to the class.

Date Lecture Text
Chapters
Wk 1
Thurs. 24 July Course administration
Overview of Marketing
1
Wk 2
Thurs. 31 July Marketing Strategies and Plans
Consumer Behaviour 2
5
Wk 3
Thurs. 7 Aug. Marketing Ethics
Market Environment 3
4
Wk 4
Thurs. 14 Aug Segmentation, Targeting and Positioning 8
Wk 5
Thurs. 21 Aug Marketing Research
Products and Brands 9
10
Wk 6
Thurs. 28 Aug New Products
Services 11
12
Wk 7
Thurs. 4 Sept. Pricing for Value
Marketing Channels 13
14
Wk 8
Thurs. 11 Sept. Multichannel Marketing 15
Wk 9
Thurs. 18 Sept. Integrated Marketing Communications
Group Presentations 16
Wk 10
Thurs. 25 Sept. Advertising, PR and Promotions
Group Presentations 17
Wk 11
Thurs. 2 Oct. Personal Selling and Sales Management
Group Presentations 18

Wk 12
Thurs. 10 Oct. Course summary
Exam details
SWOT VAC and EXAMINATIONS

6 ADDITIONAL RESOURCES:

Additional useful references:

Each day there are articles in the daily press that address key concepts covered by this course. Articles of interest can be brought to class for discussion. There is also a wide range of general marketing textbooks available that introduce basic marketing concepts. These books may help to supplement the material presented in your prescribed text.

Other useful texts for general marketing knowledge, case analysis techniques and presentation skills include:

• Kotler, P., Brown, L., Burton, S., Deans, K., Armstrong. G. (2009). Marketing. (8e), Sydney: Pearson Education.
• Hubbard, G. 'Analysing A Case', in P. Graham. (1990). Insights into Australian marketing: Readings and cases. Sydney: Prentice Hall.
• Jobber, D. (2009). Principles and practice of Marketing (6th Ed.). London: McGraw-Hill.
• Lamb, C.W., Hair. J.F. & McDaniel, C., (2011). Marketing (11th Ed.). Mason: South Western.
• MacNamara, J & Venton, B. (1990). How to give winning presentations: Sydney: Archipelago Press.
• Nutting, J. & White, G. (1990). The business of communicating (2nd Ed.). Sydney: McGraw Hill.
• Pride, W.M. & Ferrell, O.C. (2011). Foundations of marketing (4th Ed.). Mason, OH, South Western.

There are also numerous books written by Philip Kotler, either by himself or with other authors.

For a comprehensive list of marketing journals go to:
http://www.tilburguniversity.edu/about-tilburg-university/schools/economics-and-management/organisation/departments/marketing/links/journal1.html

The major journal is the Journal of Marketing.
Other journals that you should become familiar with and could use in your research for your assignments include:

Australasian Marketing Journal
Journal of Advertising
Journal of Consumer Marketing
Journal of Consumer Behaviour
Journal of Product and Brand Management
Journal of Strategic Marketing

Industry related links
There is a diverse source of industry sites where the concepts covered in this subject are touched on.

www.inc.com
This is America’s number one entrepreneurship and small business site. Great if you are starting up your own business and some good general coverage of marketing topics (see the sales and marketing tab).

www.marketingprofs.com
The Marketing Professionals site, as the name suggests, is targeted as the specialist marketer. Click on the ‘marketing articles’ tab and you will find a list of main marketing topics covered and many you may not have thought of. As it is written for practitioners, most of the articles are 2 -3 pages in length.

Marketing consulting firms
http://www.tomspencer.com.au/2008/07/27/strategy-consulting-and-business-consulting-firms-list-australia/#Deloitte
http://www.stormscape.com/inspiration/website-lists/consulting-firms/

The leading marketing consulting firms, both international and national, seek to hire the best and brightest people who come up with the big ideas that change the world! Of course they have to tell everyone how smart they are (many of them are very smart). To do this they write and publish insight and thought pieces on current industry and discipline trends. You will need to do a bit of searching but you will often find some very good general articles.

www.digitalbuzzblog.com
This site has the latest campaigns from the world of digital. Be careful it can be addictive!! Read the editorial commentary to get insight into the objectives organisations set for their campaigns.

BUMKT5901 Assignment (Individual)1: Report marking criteria
Must be attached at the front of the report

CRITERIA (Total Marks = 20)
Content (80%) Comments
Executive Summary that provides an overview of the report and clearly articulates the key insights and justification for these insights
Introduction—covering
- Background (of the task)
- Purpose (of this report)
- Format (of this report)
Clear description of the consumer
1. Analysis of weekly purchases listed in appendix spreadsheet using marketing and consumer behaviour theories
Clear statement as to the nominated product that will be or was purchased
2. Analysis of purchase of the nominated product with a focus on what influenced the purchase along with key insights
Compare and contrast #1 & #2
Analysis concludes with single key insight on purchase behaviour
Appendix listing ALL purchases for one week incorporating a relevant and structured categorisation of all purchases using excel spreadsheet
Structure (10%) and Style (10%)
Includes all sections as required
Literacy standard—sentences and paragraphs make sense
Succinct and concise business writing style
Engages reader with topic and holds reader’s attention
Research and use of theory demonstrates creativity and engagement with topic

BUMKT5901 Assignment 2 (Group): Report marking criteria
Must be attached at the front of the report

Student Student Number Email

CRITERIA (Total Marks = 20)
Content (80%) Comments
Executive Summary that has an introductory sentence and provides an overview of the major findings and recommendations
Introduction—covering
- Background (of the task)
- Purpose (of this report)
- Format (of this report)
Layout of the branded stores
Compare and contrasts the branded store layouts against each other and the ‘ideal’ layout
Description of ONE target market for each branded store
Analyses of consumer influences (based on data recorded in a table)
Recommendations to improve the shopping experience for each supermarket’s target market
Relevant appendix or appendices
Structure (10%) and Style (10%)
Includes all sections as required
Literacy standard—sentences and paragraphs make sense
Succinct and concise business writing style
Engages reader with topic and holds reader’s attention
Research and use of theory demonstrates creativity and engagement with topic
BUMKT5901 Assignment 2: Presentation marking criteria
Must be attached at the front of the presentation

Student Student Number Email

CRITERIA (Total Marks = 10)
A) VOICE = 10% Comments
Audible and clear

Pronunciation

Appropriate speed
Effective expression
Dynamic range

B) PRESENTATION = 10% Comments
Eye contact
Fidgeting/mannerisms
Use of body language
Engages audience

C) CONTENT = 60% Comments
Executive Summary that has an introductory sentence and provides an overview of the major findings and recommendations
Compare and contrasts the branded store layouts
Description of two target markets for each branded store
Analyses of consumer influences (based on data recorded in a table)
Marketing recommendations for each target market of the branded stores (linked to relevant concepts and theories from this course)

D) ORGANISATION = 10% Comments
Logical structure of ideas
Clear links between slides
Overall timing of presentation

E) RESPONSES = 10% Comments
Ability to respond cogently