MARKETNG 1001 - Introduction to Marketing I

North Terrace Campus - Semester 1 - 2014

This course is designed to provide students with an understanding of the principles of Marketing. There will be a focus on the management of the marketing activities and how marketing relates to overall organisational functioning, including the management of exchange processes between business units and consumers and between firms. It will include topics such as environmental analysis, industry and competitor analysis, objective setting, marketing strategies, market mix components, and finally implementation and control mechanisms. Additionally, the course will provide opportunities for the practical implementation of the main concepts covered and the development of problem solving skills through the use of case studies and an audit of a firm's marketing function.

  • General Course Information
    Course Details
    Course Code MARKETNG 1001
    Course Introduction to Marketing I
    Coordinating Unit Business School
    Term Semester 1
    Level Undergraduate
    Location/s North Terrace Campus
    Units 3
    Contact Up to 3 hours per week
    Incompatible MARKETNG 2009 & WINEMKTG 1013WT
    Course Description This course is designed to provide students with an understanding of the principles of Marketing. There will be a focus on the management of the marketing activities and how marketing relates to overall organisational functioning, including the management of exchange processes between business units and consumers and between firms. It will include topics such as environmental analysis, industry and competitor analysis, objective setting, marketing strategies, market mix components, and finally implementation and control mechanisms. Additionally, the course will provide opportunities for the practical implementation of the main concepts covered and the development of problem solving skills through the use of case studies and an audit of a firm's marketing function.
    Course Staff

    Course Coordinator: Dr Jasmina Ilicic

    Semester I
    Lecturer in Charge: Dr Carolin Plewa
    Location: Room 10.18, Nexus 10
    Telephone: 8313 4514
    email: carolin.plewa@adelaide.edu.au 
    Course Website: www.myuni.adelaide.edu.au 

    My consultation hours are 1-3pm Wednesdays and by appointment. If you would like to see me, please email me to set up an appointment time. Please make sure you liaise with your tutor as a primary contact point.
     
    Tutors:
    William Lake email: william.lake@adelaide.edu.au  
    Chris Matthews email: christopher.matthews@adelaide.edu.au 
    Sylvia Ng email: c.ng@adelaide.edu.au  
    Ervin Sim email: ervin.sim@adelaide.edu.au

    Semester II

    Lecturer in Charge: Dr Jasmina Ilicic
    Location: Room 10.16, Nexus 10
    Telephone: 8313 0244
    email: jasmina.ilicic@adelaide.edu.au  
    Course Website: www.myuni.adelaide.edu.au  

    Tutors:
    Joanne Ho email: joanne.ho@adelaide.edu.au 
    Christopher Matthews email: christopher.matthews@adelaide.edu.au  
    Ervin Sim email: ervin.sim@adelaide.edu.au 

    Course Timetable

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

    Week Date Topic Readings
    (Chapters)
    Tutorials

    1



     

    Wed
    05/03




     Face-to-face seminar (10am-12pm & 5-7pm)
    • Introduction to Marketing & Customer Value & Introduction to Simulation
    • Understanding the Environment
    1
    2
    No tutorial

    2





     

    Wed
    12/03






    One hour face-to-face seminar (11am-12pm & 5-6pm)
    • Marketing Strategy & Planning
    Online learning
    • Market Research
    15



    6
    Tutorial 1
    3



    Wed
    19/03


    Online learning
    • Buyer Behaviour
    • Segmentation, Targeting, Positioning
    3,4
    5
    Tutorial 2
    4 Wed
    26/03
    Online learning prior to seminar (MyUni)
    • Product Strategy and Branding
    One hour face-to-face seminar (11am-12pm & 5-6pm)
    • Discussion questions on segmentation
    7,8,9



    Tutorial 3
    Computer
    Pool
    5 Wed
    02/04
    Online learning prior to seminar (MyUni)
    • Pricing Strategy & Distribution Strategy
    One hour face-to-face seminar (11am-12pm & 5-6pm)
    • Discussion questions on pricing - Prior to class, select 3 products (groceries or health/beauty aids) and compare prices for those products in 3 different stores.
    10,13






    Tutorial 4
    6 NA Online learning (MyUni)
    • Marketing Communications
    Mentoring session with Carolin; groups to be scheduled individually
    11,12


    Tutorial 5
    MID SEMESTER BREAK
    7 NA No class – simulation No Tutorial
    Simulation - first round closes Friday 7pm
    8

    NA

    No class – simulation
    Mentoring session with Carolin; groups to be scheduled individually
    No tutorial
    Simulation - second round closes Tuesday 7pm & third round and simulation related questions close Friday 7pm
    9 NA No class – simulation No tutorial
    Simulation - fourth round closes Tuesday 7pm & fifth round and simulation related questions close Friday 7pm
    10






    Wed
    21/05





    Face-to-face seminar (10am-12pm)
    • L. McCabe (e-channel) - Account Management Team Leader – e-channel search
    • R. Dolan - Social Media and Wine Marketing
    • C. Matthews - Marketing Ethics
    Tutorial 6
    11








    Wed
    28/05







    Face-to-face seminar (10am-12pm)
    • N. Graham (SCOSA) – Marketing on a limited budget, the importance of market segmentation and partnerships
    • T. Altschwager - Experiential marketing: How to engage & co-create with consumers
    • J. Ho – International Marketing
    14 No tutorial
    Tutors available for
    assignment consultation
    Deadline: Monday 2 June, 12noon, Assignment due
    12 Wed
    04/06
      Face-to-face seminar (10am-12pm & 5-7pm)
    • Exam Skills Workshop
    • Course Review & Exam Revision
    Tutorial 7
  • Learning Outcomes
    Course Learning Outcomes
    Knowledge and Understanding
    This course is designed to provide students with a basic understanding of the fundamental principles of Marketing. There will be a focus on the management of the marketing activities and how marketing relates to the overall organisational functioning and how the individual elements of marketing are coordinated in a strategic manner. Additionally, the course will aim to provide some opportunities for the practical implementation of the main concepts covered and the development of problem solving skills through the use of case studies.

    Leaning Objectives
    By the end of this course students should be able to:
    1. Understand fundamental principles of marketing
    2. Explain marketing concepts and ideas in their own words
    3. Develop an organisation’s marketing strategy and implementation as part of a simulation
    4. Think strategically about marketing issues
    5. Successfully work as a team
    6. Develop an argument and express themselves clearly in written and oral communication
    7. Consider ethical 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)
    Knowledge and understanding of the content and techniques of a chosen discipline at advanced levels that are internationally recognised. 1, 2, 3, 4
    The ability to locate, analyse, evaluate and synthesise information from a wide variety of sources in a planned and timely manner. 1, 2, 3, 4
    An ability to apply effective, creative and innovative solutions, both independently and cooperatively, to current and future problems. 3, 4
    Skills of a high order in interpersonal understanding, teamwork and communication. 5, 6
    A proficiency in the appropriate use of contemporary technologies. 1, 2, 3, 5, 6
    A commitment to continuous learning and the capacity to maintain intellectual curiosity throughout life. All objectives
    A commitment to the highest standards of professional endeavour and the ability to take a leadership role in the community. All objectives
    An awareness of ethical, social and cultural issues within a global context and their importance in the exercise of professional skills and responsibilities. 7
  • Learning Resources
    Required Resources
    The textbook for the course will be Lamb, C.W., Hair, J.F., McDaniel, M., Summers, J., and Gardiner, M. (2013) MKTG2, 2nd Asia-Pacific Edition, Cengage Learning Australia Pty Ltd (9780170193566) This text is also available as an e-book. The textbook has a related website address which provides additional and updated material including relevant websites and self-testing tools.

    The simulation required for this course is Practice Marketing from McGraw Hill. You will be provided with information on how to purchase simulation access in the first lecture.
    Recommended Resources
    Pay as much attention as possible to the marketing activities going on around you. You can do this in a number of ways:
    • Develop close liaison with marketing managers where you work (if you are employed);
    • Regular monitoring of the local business media;
    • Daily scrutiny of a business newspaper;
    • Attend relevant seminars and networking events (e.g. AMI, Emerging Marketers)
    • Accessing business publications on the internet (e.g. Marketing Magazine, B&T).
    • Observation of marketing during daily activities (e.g. shopping, watching TV)
    If you do this in combination with studying this course, it will help you get a deep understanding of marketing activities and related strategic thinking.
    Online Learning
    Resources for this course are available from the relevant MyUni site.
  • Learning & Teaching Activities
    Learning & Teaching Modes
    As outlined in the course timetable, this course uses face-to-face lectures and tutorials, online video and learning content, as well as a marketing simulation game. I will discuss the timetable in depth in the first session.
    Workload

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

    The University expects full-time students (i.e. those taking 12 units per semester) to devote a total of 48 hours per week to their studies. This means that you are expected to commit approximately 12 hours for a three-unit course in total per week.

    Students in this course are expected to attend all seminars (all seminars will be posted as videos online) throughout the semester plus one tutorial class each week and engage with the online learning content in the relevant weeks.

    Tutorial classes will be held weekly commencing the week beginning Monday 10th of March. Membership of tutorial classes is to be finalised by the end of the third week of the semester. Students wishing to swap between tutorial classes after this time are required to present their case to the Lecturer-in-Charge, but should be aware that such a request may not be approved.
    Learning Activities Summary

    No information currently available.

    Small Group Discovery Experience
    As part of this course you will work with a group of students on developing and marketing your own backpack as part of a marketing simulation. To support your learning process as you engage with the simulation and compete against other student teams, two mentoring sessions will be scheduled for each group to meet with the lecturer in charge at set days/times. During those sessions you can ask any questions, discuss your decisions and strategies as well as more generally reflect on your learning.
  • 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
    Due Date and Time Weighting
    Related Learning Outcome
    Simulation result
    Group Assessment
    NA 10% 1, 2, 3, 4, 5, 7
    Responses to questions related to the simulation – following round 3 and 5
    Individual Assessment
     9 May 2014
    16 May 2014 @7pm
    10%
    (5% each)
    All (excl. oral presentation)
    Assignment “Reflection”
    Individual Assessment
    2nd June @12pm 20% All (excl. oral presentation)
    Tutorial Participation NA 10% All
    Final Exam
    3 hours; closed book
    TBA 50% All (excl. oral presentation)
    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% overall. Students not achieving the minimum exam mark will be awarded no more than 49.
    • All assignments are to be lodged prior to the due date and time. A late assignment where no extension has been granted will be penalised by a reduction of 5% of the mark given for each day, or part of a day, that it is late.
    • Extensions to the due date of individual assessment may be granted under special circumstances. An extension request or application for supplementary exam based on illness or compassionate grounds must include the "Supporting Statement / Certification Form" that is page 4 of the Supplementary Assessment application available at: www.adelaide.edu.au/student/exams/pdfs/supp_applic.pdf  Students applying for an extension based on medical reasons must visit their medical practitioner, with that approved University form, and have the medical practitioner complete it. A normal doctor's certificate will not be accepted.
    • Legible hand-writing and the quality of English expression are considered to be integral parts of the assessment process. Marks may be deducted in the final examination because of poor hand-writing.
    • Students in this course are not permitted to take a DICTIONARY (English or English-Foreign) into the examination. In this course, the use of calculators in the examination is not permitted. Also, students are not permitted to bring mobile phones into the examination.
    • Assessment rubrics will be provided in the tutorials and posted on MyUni.
    Assessment Detail
    Simulation

    In groups of 4-5, students are expected to compete against other groups in a marketing simulation game. You will be given all the relevant information on the simulation in the first lecture and during the first tutorials, with additional information uploaded on MyUni.

    Please note that all students will share the same mark for the simulation game result. It is your responsibility to ensure that all members of the team work together in deriving decisions that need to be made for each round. Teams experiencing problems with one member should report this to their tutor as soon as the problems emerge.

    There will be no excuses for missing the deadline for each simulation round.


    Simulation Results (Group Assessment) – 10%

    Following all five rounds of the simulation, groups will be ranked based on the overall score they receive. This is based on a number of performance indicators, such as profit, market share, customer satisfaction and other key indicators. The top 10% of all groups receive 10 points, with the next 10% of groups receiving 9 points etc. The bottom 10% of all groups receive 1 point. The top three groups will also receive an additional certificate.


    Responses to simulation-related questions to be completed at the end of simulation rounds 3 and 5 (Individual Assessment) – 10% (5% each)
    Due: Friday 9th of May and Friday 16th of May

    Following rounds 3 and 5, individual players should go into MyUni and complete the question posted in the assessment section. First click on ‘Assessment’ on the left hand of your screen, then onto the folder ‘Simulation Question’, then on the assignment with your tutor’s name. You can access these assignments on the 6th of May 8pm (question related to round 3) and on the 13th of May 8pm (question related to round 5).

    These questions will ask you to explain some of the decisions you made when playing the simulation. These answers should be very short (one to two paragraphs). Responses to questions of round 3 and 5 will be marked against the simulation question rubric (available on MyUni).


    Assignment “Reflection” (Individual Assessment) – 20%
    Due: Monday 2nd June, 12pm (approximate length – 1000 words)

    The purpose of this assignment is to demonstrate what you have learned through the process of marketing your backpack, developing and revising your marketing strategy, including all marketing mix elements, analysing target markets, competition and performance, as well as receiving insight from the various departments of your virtual organisation. Hence, as part of this reflection piece you should critically analyse the decisions you and team made, discuss what you would have done differently if you started again, and what you have learned for the future, may it be as a marketing professional or as working with marketing professionals.

    To submit your assignment, please to into MyUni, click on ‘Assessment’ on the left hand of your screen, then onto the folder ‘Reflection’, then on the assignment with your tutor’s name. The assignment rubric will be available on MyUni.


    Tutorial Participation – 10%

    A mark is awarded for tutorial participation and attendance. Students are required to not only attend tutorials but to prepare the questions outlined below and to actively participate in the tutorial discussions. Tutorial content and required preparation are outlined in the following table.


    Tutorial Schedule
    Week Tute Pre-tutorial Content and Preparation
    1 NO TUTORIALS
    2



    1



    Forming groups

    Prepare the following question for discussion:
    • Many companies believe they have adopted marketing when they invest heavily in advertising and selling. Explain what a company must focus on to adopt the marketing philosophy fully.

    3



     

    2



     

    Academic literacy component

    Prepare the following questions for discussion:
    • Baby boomers are ageing. Describe how this might affect the demand and marketing mix for the following: Health Clubs, McDonalds, Whirlpool
    4 3 To be held in computer pools (Computer Suite 207, Nexus 10); aimed at familiarizing yourself with the simulation game. All tutorials are held at the same time unless you are informed otherwise.

    5




     

    4




     

    Prepare the following questions for discussion:
    • Discuss the factors that determine whether or not you will you answer a mail or online survey or agree to a personal interview. What are the implications for market research if you think that lots of people are like you?
    • Focus groups are widely used, but are also criticised by many. Describe the advantages and disadvantages of focus groups. What kinds of issues might be investigated using focus groups?
    • Consumers play different roles in the buying process. Name these roles and identify the person in your household who would adopt each of these roles when buying the following items: snack food, a new DVD player and a newly released movie on DVD that you are hiring.

    6



     

    5



     

    Prepare the following questions for discussion:
    • New products are highly risky and often fail. Why don’t companies involve customers much more in the new-product development process? How could they do this?
    • A local supermarket would like to introduce its own brand of paper goods (e.g. paper towels, facial tissue) to sell alongside its current inventory. The company has hired you to generate a report outlining the advantages and disadvantages of doing so.
    • Apple’s new MacBook Air combines a very long battery life compared to competitors (up to 12 hours) with new generation wireless and quick response. What factors should Apple consider in setting a price for this new product?
    7 NO TUTORIALS – tutors available for consultation
    8 NO TUTORIALS – tutors available for consultation
    9 NO TUTORIALS – tutors available for consultation
    10 7 Bring two (print) ads into the tutorial; one you believe works well and one you don’t believe is effective. Be prepared to discuss.
    11 NO TUTORIALS – tutors available for consultation
    12 8 Prepare to debate the topic “Is Marketing Ethics an Oxymoron?”
    Bring any questions you have related to the exam
    (some questions have been /dapted from Kotler et al (2008) Marketing, 8th edition, published by Pearson Australia)



    Submission
    Extensions to the due date of individual assessment may be granted under special circumstances. An extension request based on illness or on exceptional personal circumstances must include the "Supporting Statement / Certification Form" that is page 4 of the Supplementary Assessment application available at: www.adelaide.edu.au/student/exams/pdfs/supp_applic.pdf

    Students applying for an extension based on medical reasons must visit their medical practitioner, with that approved University form, and have the medical practitioner complete it. A normal doctor's certificate will not be accepted. For supplementary examination on compassionate grounds refer to: http://www.adelaide.edu.au/student/exams/pdfs/supp_applic.pdf
    Quality of English expression is considered to be an integral part of the assessment process. Marks may be deducted because of grammar and spelling.

    Presentation of Assignments
    • Please must retain a copy of all assignments submitted.
    • Markers can refuse to accept assignments which do not have a signed acknowledgement of the University’s Policy on Plagiarism: www.adelaide.edu.au/policies/230/.
    • For this course, students are required to submit their assignment via MyUni
    • It is the students’ responsibility to ensure that copies of assignments have been received by the teaching staff.
    Assignment Guidelines including Referencing Details

    A copy of the Communication Skills Guide will have been given to you at the beginning of your program. This guide will assist you structure your assignments. A copy of the guide can also be downloaded from http://www.business.adelaide.edu.au/about/publications/colour_communication_skills.pdf

    This publication also provides guidelines on a range of other important communication skills including writing essays and management reports, making oral presentations etc. In preparing any written piece of assessment for your undergraduate studies it is important to draw on the relevant ‘literature’ to support critical analysis. Also essential is to reference the literature used. Correct referencing is important because it identifies the source of the ideas and arguments that you present, and sometimes the source of the actual words you use, and helps to avoid the problem of plagiarism.

    Further assistance with referencing is available from the Faculty’s Learning Support Advisors. The contact details are provided on page 6 of the Communication Skills Guide.


    Late Assignment Submission

    Students are expected to submit their work by the due date to maintain a fair and equitable system. Extensions will generally only be given for medical or other serious reasons. All requests for extensions must be emailed to the lecturer in charge of the course before the due date. Each request will be assessed on its merits. A late assignment (without prior arrangement) will be penalised by a 5% mark reduction for each day that it is late.
    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
  • 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.