Seminars consist of lectures, in-class practical activities and case study presentations. The presentation of case study material seeks to develop a detailed understanding of material covered in lectures. We will also strongly support the face to face work with digital content through the MyUni platform.
This will include:
• Broadcast Emails
• Powerpoints
• Readings and Case Studies all posted online
• Lecture recordings on video
• Feedback on assignments – PDF of assignment rubric & email/Zoom feedback

Assignment 1- Participation in class discussions and in-class activites ( Individual Grade - 5%)

Assignment 2 - Case Study Presentation and Discussion (Group Grade 10%)
A group of students will briefly present an assigned case, outline relevant questions and facilitate the related discussion. Full details of the cases assigned to be covered are contained in the Topic Schedule. The focus of each session should be on topics covered earlier in the course, and should draw on as much theory as possible.

Presenting students will be expected to (1) provide a brief summary of the case, the relevant environment and issues arising from the case, (2) Provide answers to the case questions for discussion, and (3) give their considered points of view as part of a facilitated discussion of all students in the class. All students should come prepared and be able to take part in the discussion of issues that arise in the course of the case discussion. The presenting students will facilitate discussion among the class to further explore the question and thinking related to formulating an answer to case discussion questions. If required, the lecturer will add additional questions and support facilitation of the relevant discussion. This discussion is a key part of developing the learning and thinking required for the learning objectives of this course and the graduate attributes. Importantly this is the beginning of developing knowledge into thinking and skills required for decision making in marketing areas.

Assignment 3: Company Marketing Profile Report (Individual grade 15%)
In 1500 words, using a company/product/brand with which you are familiar (your employer for example) you are required to prepare a Marketing Profile Report. Use a business report format (executive summary, table of contents, appendices). Using the learning from Sessions 1-4 you will need to critically assess the organisation/product/brand and its environment and address:
1. Who appears to be the company's customer?
2. What is the customer's need and how is that need being satisfied by the company.
3. Provide a brief environmental scan for your company and indicate opportunities and threats
4. Provide an outline of how your company would apply the five step market research process
5. Utilise your answers to questions 1-4 to derive recommendations for the company/product/brand.

Assignment 4 – Company Marketing Advice (Group Grade 25%)
3000 words – table of contents, appendices and tables are excluded from a word count.
Students will be formed into pairs and will act as a consultants to the company of your choice. You can choose to consult to one of the companies you covered in assignment 2, or a completely new one.
As a pair, you are required to provide marketing advice to your client. This is loosely in the form of a marketing plan and needs to follow the rubric as given below.
Each week’s lecture and discussion content builds to assist you in creating this piece of marketing advice.
The Marketing Environment
The marketing environment consists of external forces that directly or indirectly influence an organisation’s acquisition of inputs (human, financial, natural resources and raw materials, and information) and creation of outputs (goods, services, or ideas).
SWOT Analysis
One tool marketers use to assess an organisation’s strengths, weaknesses, opportunities and threats is the SWOT analysis.
Strengths and weaknesses are internal factors that can influence an organisation’s ability to satisfy its target markets.
Opportunities and threats exist independently of the organisation and therefore represent issues to be considered by all organisations, even those that are not competitors.
Marketing Objectives
A marketing objective states what is to be accomplished through marketing activities.
Marketing goals should be based on a careful study of the SWOT analysis and should relate matching strengths to opportunities and/or convert weaknesses and threats.
Marketing Strategy
The next phase in strategic planning is the development of strategies for each functional area of the organisation.
Within the marketing area, a strategy is typically designed around two components: (1) the selection of (a) target market segment(s) and (2) the creation of a marketing mix that will satisfy the needs of the chosen target market.
Implementing Marketing Strategies
Marketing implementation is the process of putting marketing strategies into action.
Controlling Marketing Activities
The formal marketing control process includes the establishment of performance standards, evaluation of actual performance by comparing it with established standards, and reduction of differences between desired and actual performance.

Do:
• Present the case in report format with subheadings and paragraphs following a logical structure.
• Use tables, diagrams and further analysis of data to clarify, illustrate and supplement analysis and support your recommendations.
• Use page numbers and 1½ spacing for ease of reading and feedback.
• Use citations from original sources when they are used, using an accepted format such as Harvard. If sources have not been acknowledged, they will be considered as plagiarised!
• Proof read your reports thoroughly, for grammatical and spelling errors.
Do not:
• (DO NOT) Use bullet points unless you are simply presenting a list which is self explanatory. Bullet points do not lend themselves to discussion and explanations.
• (DO NOT) Copy material or use ideas from other sources without acknowledging the source. Failure to acknowledge the source will be interpreted as plagiarism which is a serious offence.
• (DO NOT) Use SWOT analysis as the only form of analysis - this is a good starting point but you will need to go much further using the concepts from the course as the framework. You may summarise the SWOT analysis in a diagram or a table and briefly explain it in the body of the report.