MANAGEMT 7104 - Marketing Management

North Terrace Campus - Trimester 3 - 2022

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.

  • General Course Information
    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
    Contact Up to 36 hours per week
    Available for Study Abroad and Exchange
    Restrictions Restricted to MBA students only
    Course Description 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.
    Course Staff

    Course Coordinator: Dr Jonathan Baker

    Course Timetable

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

  • Learning Outcomes
    Course Learning Outcomes
    1. Interpret complex marketing issues and problems using relevant theories, concepts and methods with regard to ethical conduct.
    2. Apply contemporary marketing theories to the demands of business and management practice.
    3. Find and generate information/data needed to inform problem solving in marketing using appropriate methodology.
    4. Analyse information/data critically and synthesise new knowledge and communicate that knowledge via engaging written and oral formats.
    5. Organise information and data to reveal patterns and themes, and manage teams and evidence gathering and problem solving processes.
    6. Conduct the process of inquiry, and respond to feedback, accounting for ethical, social and cultural (ESC) issues.
    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)

    Attribute 1: Deep discipline knowledge and intellectual breadth

    Graduates have comprehensive knowledge and understanding of their subject area, the ability to engage with different traditions of thought, and the ability to apply their knowledge in practice including in multi-disciplinary or multi-professional contexts.

    1,2,6

    Attribute 2: Creative and critical thinking, and problem solving

    Graduates are effective problems-solvers, able to apply critical, creative and evidence-based thinking to conceive innovative responses to future challenges.

    3,4,5

    Attribute 3: Teamwork and communication skills

    Graduates convey ideas and information effectively to a range of audiences for a variety of purposes and contribute in a positive and collaborative manner to achieving common goals.

    3,4,6

    Attribute 4: Professionalism and leadership readiness

    Graduates engage in professional behaviour and have the potential to be entrepreneurial and take leadership roles in their chosen occupations or careers and communities.

    2,3,4,5,6

    Attribute 5: Intercultural and ethical competency

    Graduates are responsible and effective global citizens whose personal values and practices are consistent with their roles as responsible members of society.

    1,6

    Attribute 8: Self-awareness and emotional intelligence

    Graduates are self-aware and reflective; they are flexible and resilient and have the capacity to accept and give constructive feedback; they act with integrity and take responsibility for their actions.

    1,2,4,6
  • Learning Resources
    Required Resources
    Will be advised by Lecturer.
    Recommended Resources
    3.2 ONLINE LEARNING
    Course Website: www.myuni.adelaide.edu.au

    3.3 QUALTRICS DATA COLLECTION SUITE
    As an important part of your course, you will need to become familiar with the collection of quantitative data using a web survey. You will need to get yourself an account by going to www.adelaide.qualtrics.com and using your university password.

    3.4 “ADAPT” FROM THE UNIVERSITY OF ADELAIDE
    ADAPT (Any Device, Any Place and Time) allows staff and students to access their learning and teaching applications on personal devices: desktops, laptops, tablets and smart phones, anywhere:

    • On campus via the UofA wireless network; and
    • Off campus via broadband access and 3G/4G Mobile networks.

    Through this “virtual suite” you will be able to use a range of licensed software products such as Statistical Package for the Social Sciences (SPSS) and the nVIVO Qualitative Data Analysis suite.

    Details for ADAPT can be found at:

    http://www.adelaide.edu.au/technology/yourservices/learning-teaching/adapt/
    Online Learning
    3.2 ONLINE LEARNING
    Course Website: www.myuni.adelaide.edu.au

    3.3 “ADAPT” FROM THE UNIVERSITY OF ADELAIDE
    ADAPT (Any Device, Any Place and Time) allows staff and students to access their learning and teaching applications on personal devices: desktops, laptops, tablets and smart phones, anywhere:

    • On campus via the UofA wireless network; and
    • Off campus via broadband access and 3G/4G Mobile networks.

    Details for ADAPT can be found at:

    http://www.adelaide.edu.au/technology/yourservices/learning-teaching/adapt/
  • Learning & Teaching Activities
    Learning & Teaching Modes
    In most sessions we will do each of the following:
    • Reading/Chapter Reviews
    • Slice of Life Presentations
    • Case Presentation
    • Some lecture material – if necessary

    Workload

    The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

    Our face to face sessions are a total of 36 hours long. You can expect to spend about the same amount of time preparing for each class. Assignments and exam preparation will demand additional concentrated periods of non-classroom study, on your own or with your allocated student group. So you could expect to spend in the order of 120 hours of study time to complete the course, of which 36 hours would be in class.
    Learning Activities Summary
    Teaching & Learning Activities Related Learning Outcomes
    Reading/Chapter Reviews 1,2,4
    Slice of Life Presentations 1,2,3,6
    Case presentation 1,2,5
    Out of Session Catchups 1,2,3,4,6

    Learning Activities Schedule

    Week 1 - Understanding marketing
    Week 2 - Strategic marketing: Planning and management
    Week 3 - Understanding markets and market research
    Week 4 - Connecting with customers
    Week 5 - Consumer behavior
    Week 6 - Buyer behavior
    Week 7 - Building brands
    Week 8 - Product strategy and shaping the market offering
    Week 9 - Pricing strategy
    Week 10 - Distribution strategy and delivering value
    Week 11 - Promotion strategy and Digital marketing
    Week 12 - Service design and services marketing

    Slice of life presentations (individual) and student-led case study discussions will take place every week from Week 3-11. Classes will comprise some lecture content, some discussion of issues arising, and discussion relating to student presentations.
  • Assessment

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

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

    Assessment Summary

    Assessment Task

    Due Date/ Week

    Weight

    Length

    Learning Outcomes

    A1: Case Study presentation & discussion (group)   

    Weeks 3-11

    10%

    10 mins + discussion

    1,2,4,5

    A2: “Slice of life" presentation (individual)

    Weeks 3-11

    10%

    5 mins + discussion

    1,2,4,6

    A3: Company Marketing Profile Report (individual)

    End of Week 5

    25%

    2000 words

    1,2,3,4,5,6

    A4: Consulting Report (group)

    End of Week 13

    25%

    3000 words

    1,2,3,4,5,6

    A5: Take home test (individual)

    End of Week 13

    30%

    TBC

    1,2,4,5

    Total

    100%

    Assessment Related Requirements
    •To gain a pass for this course, a mark of at least 45% must be obtained on the examination as well as a total of at least 50% for individual work and a mark of 50% overall. Students not achieving the minimum exam mark will be awarded no more than 49 for the course.
    • Assessment marks prior to the final exam will be displayed on the course website. Students are encouraged to check their marks and notify the Lecturer-in-Charge of any discrepancies.
    • Legible hand-writing and the quality of English expression are considered to be integral parts of the assessment process. Marks may be deducted because of poor hand-writing.
    • Students must attend at least 80% of classes or they will forgo their right to a supplementary exam on academic grounds.
    Assessment Detail
    Assignment 1 - Case study presentation and discussion (group grade 10%)
    Maximum time limit: 10 minutes plus discussion
    Submission: Upload your slides to MyUni before your presentation
    Resources: Cases to present are available in Course Resources and will be assigned in Week 1.

    The task: Each group will:
    • Briefly summarize their assigned case study and outline relevant questions for discussion (maximum 10 minutes)
    • Facilitate the class discussion
    • Give their considered points of view as part of the facilitated discussion of all students in the class
    If required, the lecturer will add additional questions and support facilitation of the relevant discussion.


    Assignment 2 – ‘Slice of Life Presentations’ (Individual grade 10%)
    Maximum time limit: Five minutes plus five minutes discussion.
    Maximum slides: Two slides maximum (one for theory, one for real-life example)
    Submission: Upload your slide(s) to MyUni before your presentation.

    The task: You will be assigned to a session to present a “slice of life” presentation – a slick five-minute presentation where you take a piece of the theory from the course and show where it’s happening in the real world. You should draw on theory from the week previous to the week in which you present. An example of a slice of life presentation will be provided in Week 1’s class.

    A “slice of life” presentation might focus on a topic like price bundling with phone contracts, the basics of exchange with a cool total product, integrated marketing communications with a company’s social media, or the extra three Ps of service in a supermarket. The presentation should be punchy, clever, and short. Use only one or two slides (max), i.e., one to define the theory, one to highlight the illustrative example. For the illustrative example, you might like to use a picture from your weekly shopping, an e-newsletter sent by a firm, or an extract from a media article, etc.

    Presentations will occur throughout trimester between Weeks 3-11.


    Assignment 3 – Company Marketing Profile Report (Individual grade 25%)
    Due date: Sunday end of Week 5
    Maximum word count: 2000 words (+/- 10%)

    The task: Using a company/brand with which you are familiar (e.g., your employer) in a business report format (executive summary, table of contents, appendices) you are required to prepare a Marketing Profile Report about that organization/brand. Undertake a thorough assessment of the organization through its annual reports, website, communications, etc. Using the learning from Sessions 1-4 you need to discuss:

    1. What is the firm’s orientation towards the marketplace?
    2. What are the major marketing issues faced
    3. Major competitive issues facing the company
    4. A definition of the customers’ needs (in marketing terms)
    5. Segmentation/targeting related to the company/brand

    Assessment 3 grades will be awarded using the following criteria:
    10% Identification of the organization's orientation towards the marketplace
    20% Identification of the major marketing research issues faced (information needed and how might it be collected)
    20% Major competitive issues facing the company
    20% A definition of the needs fulfilled (in marketing terms)
    20% Segmentation/targeting relating to the brand
    10% Clarity and presentation


    Assignment 4 – Consulting Report (Group grade 25%)
    Due date: Sunday 4 December 2022, 11.59pm (end of Week 13)
    Maximum word count: 3000 words (+/- 10%, excluding Executive Summary, table of contents, appendices, tables, etc.)
    Submission: Upload submission to MyUni

    The task: Students will be formed into groups of 4-5 maximum. Each group will expand on the individual report of one of the team members from Assessment 3. Besides providing a background and summary of the organization and its marketing profile, the group will undertake a comprehensive situational analysis of the organization, further clarify and expand on the marketing issues or challenges faced by the organization, and present a recommended course of action. Justification and rationale for the recommendation is required, based on careful in-depth analysis. There is rarely any one answer to a business problem, hence, analysis and consideration of alternatives is paramount.

    Prepare a short, succinct report detailing the background of the firm (including analysis of its current markets and marketing efforts), a situational analysis of its business and competitor environment, the main problem(s) or challenge(s) facing the firm, options for solving the issue(s) or challenge(s), and your recommended course of action (and the associated benefits and trade-offs). Desk research involving annual reports, media and news articles, and appropriate databases (e.g., Euromonitor’s Passport, accessed through the University Library) is expected.

    Remember to justify your reasoning or rationale for why your recommended course of action is preferred over others. The key assessment criteria include the depth and quality of analysis, the degree to which marketing theory and data has been incorporated into the analysis and problem-solving process, the quality of the justifications for the recommendation(s), and the quality of communication.

    Please 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.
    • Provide references to provide a transparent link to your sources.
    • Use citations from original sources to support your statements, using an accepted format such as Harvard or APA 7th Edition (if sources are not appropriately acknowledged they may be assessed as being plagiarized)
    • Proof read your reports thoroughly, for grammatical and spelling errors.

    Please 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 sources may be interpreted as plagiarism which is a serious offence.

    Assessment 4 grades will be awarded using the following criteria:
    20% Background to the organization and identification of challenges or issues
    30% Recommended course of action including justification & rationale and identification of benefits & trade-offs
    40% Integration of marketing theory and data into analysis and recommendations
    10% Quality of written communication including expression, structure, referencing, etc.


    Assessment 5: Take home test (Individual grade 30%)
    The take home test will be submitted through MyUni as a written assignment. The test will be open book. Format will be advised later in trimester.
    Submission
    Presentation of Assignments
    • Please retain a copy of all assignments submitted.
    • All assignments must be submitted electronically through the MyUni assignments portal
    • All team members in student groups are expected to contribute equally to a group assignment. Individual grades may be adjusted if contributions by team members are not equal. 
    • Plagiarism is a serious offence and will not be tolerated. 
    • Assignments cannot be reworked and resubmitted after marking.
    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.

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