Location:Room 10.11, Nexus 10

Telephone: 8313 4514
Email: dean.wilkie@adelaide.edu.au
Course Website: www.myuni.adelaide.edu.au

My consultation hours are by appointment. If you would like to see me, please email me to set up atime. Please make sure you liaise with your tutor as a primary contact point.

Tutor contact details will be uploaded once finalised

 N.B. 1. You will need to register with your official enrolment name(as per university records) tobeidentified 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 astudentid email address). Students must ensure they have followed instructions to access the practice games and the final assessed simulation game.

It is each individual’s responsibility to have access to the simulation practice game by Week 4 (tutorial 2). Week 4 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)


Assignment (Individual Assessment)         20%

     - Selecting a target segment
     - Choosing a product strategy
     - Deciding on the pricing strategy
     - Determining the distribution strategy
     - Selecting the 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 ofeach 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)    10%

In groups of approx. 5, students are expected to compete against other groups in their tutorial in a marketing simulation game. All the relevant informationon 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 9 and 10 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 teamwork 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/supportor call 1800 646 572. McGraw Hill representatives are able to assist you with technical problems, not your tutor/lecturer.

Simulation Reflection (Group assessment)    10% 

Due Date: Weeks 11 and 12; 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.

Your power point slides need to be uploaded into Turnitin by Monday 9am, 17th of October. In addition, a handout of the 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 course timetable.

Final Exam           50%

There will be a three (3) hour closed book exam plus 10 minutes reading time. The general format and nature of this exam will be discussed in class in week 12. The final exam will cover materials from the entire course. Students must demonstrate a comprehensive understanding of the course and interpretive and analytical ability in multiple choice and written sections.