MANAGEMT 7104 - Marketing Management

North Terrace Campus - Trimester 3 - 2014

Marketing lies at the core of all business. Whatever the character or size of your entity, its profit can come from only one place; the marketplace. All businesses are dependent on the income they earn from their customers, clients or buyers. In most larger businesses it is marketing managers who are primarily responsible for keeping their company close to its customers. In any case, all those who have a direct responsibility for identifying, reaching and satisfying customers are engaged in marketing and everybody in a business needs to understand its marketplace activities. This course offers a complete introduction to professional marketing thought and action. The course explains the nature and purpose of marketing, followed by the fundamentals of each of the most important marketing tasks. It analyses the business need for customer orientation, the evaluation of markets and the targeting of market opportunities. There is then assessment of buyer behaviour and the role of market information. In addition, the course explains how to integrate product and service decisions with those on pricing, distribution and promotion - and why this is necessary.

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Course Details

Course Code	MANAGEMT 7104
Course	Marketing Management
Coordinating Unit	Adelaide Business School
Term	Trimester 3
Level	Postgraduate Coursework
Location/s	North Terrace Campus
Units	3
Assessment	Exam/assignments/tests/tutorial work as prescribed at first lecture

Course Staff

Course Coordinator: Dr Cullen Habel

Course Staff:

Name: Dr Cullen Habel
Location: Room 10.20
Building: 10 Pulteney Street
Telephone: +61 8 83134763

email: cullen.habel@adelaide.edu.au

I will be available for consultation via email and by appointment, please contact me to organise a time. Please check your student email and MyUni, as announcements may be communicated electronically.

Brief Bio:
Cullen Habel completed his PhD thesis in 2007, entitled “Formalising Double Jeopardy and Deconstructing Dynamics in Repeat Purchase Markets”, using mathematical modelling methods to understand marketing phenomena. His publication record so far includes the Journal of Business Research, the Marketing Bulletin and refereed conference proceedings at the Australia New Zealand Marketing Academy and the European Marketing Academy.

Cullen has taught a range of marketing courses, including Marketing Principles, Consumer Behaviour, Market Analysis, Brand Management, E-Marketing and Advanced Wine Marketing at both undergraduate and postgraduate level. He has also taught offshore on a regular basis in Singapore, Hong Kong and Malaysia, and has been a program director for postgraduate programs in Marketing at the University of South Australia.

Prior to an academic career, Cullen spent 15 years in a number of sales and marketing roles, most recently in the packaging industry as a supplier to some of Australia’s largest consumer and export food brands. Cullen has acted as a research associate with the Ehrenberg-Bass Institute for Marketing Science, contributing to a global research program that services companies such as Unilever, Mars, General Motors, Kraft, Coca-Cola, Pepsi, Turner Broadcasting, and British Airways.

Cullen was a lecturer in the University of Adelaide Business School from 2008 – 2012 and still remains responsible for a number of courses at undergraduate and postgraduate level, as well as supervising a number of PhD projects, some student internships (undergraduate) and MBA consulting projects.

Cullen spends a lot of the rest of his time pursuing his own academic research projects as well as commercial market research and consultancy. Plus some skydiving as a freefall cameraman and instructor.

Course Timetable

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

Course Learning Outcomes

Knowledge and Understanding

This course aims to provide you with the foundations of marketing where you will be introduced to a series of system frameworks that will enable you to identify your customers, analyse the nature of the competitive and industrial environment and develop or evaluate the specifications of a marketing plan based on market research and analysis.

Within an MBA program the goal is to enable you to develop an understanding of the firm and its customer from a marketing viewpoint, to enable better decision making and strategic planning through understanding the concepts and system framework of marketing.

Specific Learning Objectives
This course is designed to develop:

Understanding how complex business situations require systemic integration of a wide range of functional issues
The ability to evaluate and synthesise information and existing knowledge from numerous sources and experiences
Application of relevant marketing theories to the demands of business and management practice
Recognition of the limits of marketing management practice and a capacity to identify, develop and apply alternative methods to coincide with diverging interests
Identification of complex business and systems issues, ascertain their causes and effects through application of appropriate systems frameworks and analytical tools, develop feasible and constructive solutions and provide advice to relevant marketing managers for successful implementation
An appreciation of the ethical issues within marketing management functions
Writing skills relevant for senior managerial roles
Constructive participation in team situations to complete tasks and meet deadlines

Communication Skills
The continuing development of good inter-personal and communication skills is widely recognised as important for all graduates. This course specifically seeks to develop students’ abilities to discuss case studies and write a management style report outlining the marketing profile of an organisation. The MBA Communication Skills Guide is available from the course MyUni site.

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)
Knowledge and understanding of the content and techniques of a chosen discipline at advanced levels that are internationally recognised.	1,3,4
The ability to locate, analyse, evaluate and synthesise information from a wide variety of sources in a planned and timely manner.	2,5
An ability to apply effective, creative and innovative solutions, both independently and cooperatively, to current and future problems.	8
Skills of a high order in interpersonal understanding, teamwork and communication.	8
A proficiency in the appropriate use of contemporary technologies.	7
A commitment to continuous learning and the capacity to maintain intellectual curiosity throughout life.	4
A commitment to the highest standards of professional endeavour and the ability to take a leadership role in the community.	4
An awareness of ethical, social and cultural issues within a global context and their importance in the exercise of professional skills and responsibilities.	6

Learning Resources
Required Resources
Text Book: Kotler, P. And Keller, K. L. (2012) Framework for Marketing Management, 5th edition, Pearson, New Jersey. ISBN 978-0-273-75251-6 (or other appropriate text)

Readings: See Course Materials - Assigned reading material has been provided to generate greater depth of understanding on particular topics and may be discussed during class sessions. It is likely that this material will provide useful examples and references during assessment.

Additional information is provided for some topics at the end of your course folder. This includes:
- Session 3 - Gabbot, M, (2004) Principles of Marketing: A Value Exchange Approach, Chapter 3, 116-144, Pearson, Sydney
- Session 5 - Neal, C, Quester, P and Hawkins, D (2005) ‘Evaluating and Selecting Alternatives’, Consumer Behaviour Ch 5, McGraw-Hill, North Rhyde
- Session 6 - Wright, R (2004), ‘Decision Making and Segmenting Business Markets’ Chapter 4 in Business-to-Business Marketing: a step by step guide, FT-Prentice Hall, Essex
- Session 7 - Doyle, P & Stern, P (2006) ‘Building Successful Brands’ Ch 6 in Marketing Management and Strategy, FT Prentice Hall, Essex
Online Learning

Course Website: www.myuni.adelaide.edu.au
Learning & Teaching Activities

Learning & Teaching Modes

No information currently available.

Workload

No information currently available.

Learning Activities Summary

No information currently available.

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

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

Assessment Summary

No information currently available.

Assessment Detail

No information currently available.

Submission

No information currently available.

Course Grading

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

M10 (Coursework Mark Scheme)
Grade	Mark	Description
FNS		Fail No Submission
F	1-49	Fail
P	50-64	Pass
C	65-74	Credit
D	75-84	Distinction
HD	85-100	High Distinction
CN		Continuing
NFE		No Formal Examination
RP		Result Pending

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 (http://www.adelaide.edu.au/policies/101/) 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
This section contains links to relevant assessment-related policies and guidelines - all university policies.
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.

Authorised by:	Deputy Vice-Chancellor and Vice-President (Academic)
Maintained by:	Course Outlines Administrator