MARKETNG 1001 - Introduction to Marketing I

North Terrace Campus - Semester 1 - 2015

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 concepts covered and the development of problem solving skills by means of face-to-face seminars and tutorials, online learning and a marketing practice simulation.

  • 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
    Available for Study Abroad and Exchange Y
    Incompatible MARKETNG 2009, MARKETNG 2500 AND WINEMKTG 1013WT IN SEMESTER 1 & 2
    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 concepts covered and the development of problem solving skills by means of face-to-face seminars and tutorials, online learning and a marketing practice simulation.
    Course Staff

    Course Coordinator: Professor Carolin Plewa

    Course Timetable

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

    A detailed timetable will be available on MyUni.
  • 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 lectures (all lectures 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 week 2. Membership of tutorial classes is to be finalised by the end of the third week of the semester.
    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 a senior academic 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
    Assignment
    Individual Assessment
    Week 6
    Thursday 9th April 4pm on MyUni
    20% 1, 2, 4, 6
    Simulation Result
    Group Assessment
    Simulation Weeks 7-9 5% All (excl. oral presentation)
    Simulation Reflection Presentation
    Group Assessment
    Weeks 10 and 11
    Hard copy of the presentation slides needs to be provided to tutor at time of presentation
    15% All
    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
    For all assessment components, please ensure that you familiarise yourself with the rubrics. These are available on MyUni.


    Assignment (Individual Assessment) 20%

    Due Date: Thursday 9th April by 4pm on MyUni

    This assessment is designed to prepare students for the decisions that have to be taken to complete the simulation game and successfully market their backpack. As part of this assignment, students will expand on the alternative strategies that could be adopted as well as their advantages and disadvantages. The assignment should not exceed 1000 words.

    Choose one area of decision making:
    - Target segment
    - Product strategy
    - Pricing strategy
    - Distribution strategy
    - Promotion strategy (optional for all groups, as the assignment is due prior to relevant lecture)

    Your assignment should include the following points:
    1. Think creatively and generate a list of alternative strategies;
    2. Briefly discuss the advantages and disadvantages of each strategy;
    3. Choose one strategy and discuss your reasoning for this choice.
    Please ensure that you integrate relevant marketing theory and concepts into your discussion.

    To achieve maximum benefit of this exercise, each group must cover at least four different areas of decision making (e.g. target segment, product strategy etc). Hence, please make sure that you allocate different areas of decision making to individual members of the group. Please ensure that you are familiar with the relevant marking rubric prior to completing your assignment (available on MyUni).


    Simulation Result (Group Assessment) 5%

    Getting started on the simulation:

    1. Go the web address provided by your Instructor on the MyUni Simulation section.
    2. Click the “Register Now” Button.
    3. Enter your email address.
    4. Enter your access code, select “Buy Online”.
    5. Complete the registration form, click “Submit”
    6. Log into mhpractice.com and start playing Practice Marketing.

    N.B. 1. You will need to register with your official enrolment name (as per university records) to be identified and allocated a grade.
    2. You will also need to register with your University email address i.e. firstname.surname@student.adelaide.edu.au (do not use you astudent id email address). Students must ensure they have followed instructions to access the practice games and the final assessed simulation game.

    Practice Games
    It is each individual’s responsibility to have access to the simulation practice game by Week 3 (tutorial 2). Week 3 tutorials will run through the game in computer labs and each student will be able to access practice games. You will need to register with your tutor’s link (on MyUni) prior to the commencement of practice games. If you register after this date and time, you will not have access to all practice games. The practice games are not assessable.

    Simulation
    In groups of approx. 5, students are expected to compete against other groups in their tutorial in a marketing simulation game. All the relevant information on the simulation will be provided in the first lecture and during the first tutorials, with additional information uploaded on MyUni. Two mentoring sessions will be held in Week 7 and 8 with a senior academic to discuss your strategy and any related questions.

    Please assign a team captain that is responsible for contacting your tutor on your group’s behalf and keeping a group diary/meeting minutes.

    All students within a group 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. Your group is expected to make one turn per the due date, which means your group must make one decision for all of the marketing strategy components before each turn (please note that this decision could be that in some instances would be to keep your strategy as is). Teams experiencing problems with one member should report this to their tutor as soon as the problems emerge.

    The deadlines for each round are include in the course timetable. There will be no excuses for missing the deadline for each simulation round.

    Following the final round of the final simulation game, groups will be provided with an overall score. This is based on a number of performance indicators, including return on marketing (40%), market share (30%) and customer satisfaction (30%). The final score is out of 100 and will be converted to a score out of 5.

    The following calculations are used by the simulation in calculating your final score:
    Return on Marketing (40%)
    [Net Profit - (Marketing Costs + Distribution Costs)] / (Marketing Costs + Distribution Costs)
    ***N.B. Net Profit = (Sum of (Net Price x Units Sold) for each channel) – Total Costs***
    Market Share (30%)
    Company’s Market Share after the final turn
    Customer Satisfaction Score (30%)
    (Characteristics Score + Features Score + Price Score + Message Score + Interest Level) / 5

    N.B. If you are having problems with accessing Practice Marketing, please refer to the simulation trouble shooting documents on MyUni or go to www.mhhe.com/support or call 1800 646 572. McGraw Hill representatives are able to assist you with technical problems, not your tutor/lecturer.


    Simulation Reflection Presentation 15%

    Due Date: Weeks 10 and 11; differs depending on the tutorial enrolment

    The purpose of this 15 minute (max.) group presentation 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. As part of this reflection presentation, groups are required to identify two marketing strategies implemented in the simulation (one that was successful and another that was unsuccessful) using marketing concepts and terminologies learned throughout the course, and explain why the decisions were made. Finally, groups should identify alternative strategies that they could implement in the future if they were to encounter a similar problem as a marketing professional. Groups should draw from and reflect on their individual assignment. A handout of your power point slides (3 slides per page) should be provided to your tutor in class on the day and time you present.


    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

    Course Overview and Group Formation
    Marketing Trivial Pursuit

    3

    To be held in computer pools (Computer Suite 3, 228, Nexus 10); aimed at familiarizing yourself with the simulation game. All tutorials are held at the same time unless you are informed otherwise.

    4 3 Marketing Trivial Pursuit

    Prepare the following questions for discussion:
    • Marketing Strategy - Assume that you have just purchased a tennis racquet factory that has been shut down for the last few years. The automated equipment and computer system are in excellent shape and the personnel needed to run the factory are readily available. But before jumping into production, what questions need to be asked and answered? What plans need to be made? Which of these plans concern marketing.
    • Positioning - Create a Perceptual Map for brands in the following categories: Mobile Phones and Airlines. Why is positioning important? How can marketers use the information contained in the perceptual map to make strategic decisions?

    5

    4

    Marketing Trivial Pursuit

    Prepare the following questions for discussion:
    • Consumer Behaviour - If you were given $200 to spend on a pair of shoes, how much would you spend, what brand would you buy, and why? What internal and external factors would influence your decision? Explain.
    • Product Strategy - Find a product at home that has distinctive package (take a photo and bring it to class). Evaluate the package based on the functions of packaging discussed in chapter 8.

    5

    Marketing Trivial Pursuit

    Prepare the following questions for discussion:
    • Pricing Strategy - 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?
    • Distribution Strategy – When should intensive, selective and exclusive distribution be used? What factors influence a consumer’s choice of retail outlet?
    7 MENTORING SESSION ***Date and time to be confirmed***
    8 MENTORING SESSION ***Date and time to be confirmed***
    9 NO TUTORIALS – tutors available for consultation
    10 6 Marketing Trivial Pursuit
    Groups 1 & 2 to present
    11 7 Groups 3, 4 & 5 to present
    12 8 Trivial Pursuit Game & exam preparation
    (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 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.

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