MARKETNG 1001 - Introduction to Marketing I
North Terrace Campus - Semester 2 - 2017
General Course Information
Course Code MARKETNG 1001 Course Introduction to Marketing I Coordinating Unit Business School Term Semester 2 Level Undergraduate Location/s North Terrace Campus Units 3 Contact Up to 4 hours per week Available for Study Abroad and Exchange Y 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 Coordinator: Ms Nicole SwaineLecturer in Charge: A/Prof Carolin Plewa
Location: Room 10.50, Nexus 10Telephone: 8313 4514
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.
BIO: Dr Carolin Plewa is the Deputy Head of School (Marketing and Management), Deputy Director of the ECIC, Associate Head Research (Marketing and Management), Associate Professor in Marketing and a research member of the Institute of Photonics and Advanced Sensing. She specialises in the interaction and value co-creation across a myriad of organisations and individuals, with a particular emphasis on university-business collaboration, as well as service and social contexts. Her research in the context of university-business engagement, in particular, has led to her appointment to the South Australian Science Council in 2015. Carolin received an inaugural Barbara Kidman Women’s Fellowship from the University of Adelaide in 2013, following the award of Australian Research Council Linkage Grants in 2009 (partners Meals on Wheels SA and the Norwood Football Club) and 2011 (partner Financial Services Council). She has published her research in international marketing, management and education journals, such as Journal of Service Research, European Journal of Marketing, Psychology & Marketing, Journal of Services Marketing, Marketing Theory, R&D Management, the Journal of Engineering and Technology Management, Education and Training and others. With extensive teaching experience at both undergraduate and postgraduate levels, Carolin’s teaching interests include Marketing Management, Relationship Marketing, Marketing Strategy, Services Marketing and Innovation. She was awarded the Scott Henderson Award for Excellence in Learning and Teaching in 2007. Complementing her research and teaching interests, Carolin holds valuable industry experience, for example as Manager for Marketing and Strategy at Flinders Partners Pty Ltd and Education Manager at Definitive Events Pty Ltd.
The full timetable of all activities for this course can be accessed from Course Planner.
Week Date Topic Readings Tutorials 1 27/ 28
Introduction to Marketing 1 No tutorial 2 2/3
Marketing Strategy and Environment 2, 3 Overview and group formation 3 9/10
Buyer Behaviour 4, 5 Prepare the following general marketing question for discussion:
· Your company president has decided to restructure the organisation and become more market-oriented. She is going to announce the changes at an upcoming meeting. She has asked you to prepare a short speech outlining the general reasons for the new company orientation. Prior to the tutorial, write down some dotpoints reflecting these reasons, ready for discussion in the tutorial.
· Explain why you think that a course in marketing will help you in your career in some field other than marketing.
· You are given the task of deciding the marketing strategy for a transportation company. How do the marketing mix elements(product, price, place and promotion) change when the target market is (a) low-income workers without personal transportation, (b) corporate international business travellers, or (c) companies with urgent documents or perishable materials to get to customer.
Market Research and Segmentation, Targeting and Positioning 6, 7 Tutorial Activity to be held in the Computer suit
***Check tutorial location on Course Planner***
· Familiarise yourself with the simulation by registering for a practice game prior to Monday 9am of Week 4 (register to your tutor’s link on MyUni with your official enrolled
name and student email address (i.e., email@example.com)
Brand Equity and Positioning 8 Discussion on the individual assignment
Prepare the following Positioning question for discussion:
· Exam the perceptual map for the airline category and the quadrant analysis for Qantas and Virgin: Why is positioning important? How can marketers use this information to make strategic decisions?
Product Strategy 9 · No tutorial - Group meetings 7 6/7
Pricing and Distribution 11, 14 Prepare the following Branding and Product question for discussion:
· Find a category of consumer goods sold within your local supermarket. Evaluate the similarities and differences in terms of packaging, product attributes and prices. Given this analysis, is there an opportunity for a challenger strategy? Identify products that are in each stage of the product lifecycle. Explain why you believe it belongs in that particular stage.
Integrated Marketing Communications 12, 13 Prepare the following Pricing question for discussion:
· Collect two price-oriented advertisements from the local newspaper. What pricing approach is being used and why?
Prepare the following Distribution question for discussion:
· Decide which distribution intensity level - intensive,selective or exclusive – is used for the following products, and why: Piaget watches, Land Rover sport utility vehicles, M&M’s, special edition Barbie dolls and Colgate toothpaste
Mid Semester Break 9 4/5
No Lecture: Simulation and Tutorial Mentoring Session Mentoring Session in tutorials - to be held in the computer suit ***Check tutorial
location on Course Planner***
Prepare questions your group would like to discuss relating to strategic marketing decisions required for the simulation—send it to your tutor in preparation.
No Lecture: Simulation and Tutorial Mentoring Session Mentoring Session in tutorials - to be held in the computer suit ***Check tutorial location on Course Planner***
Prepare questions your group would like to discuss relating to strategic marketing decisions required for the simulation—send it to your tutor in preparation.
Marketing Ethics and Global Marketing 3,15 · Presentations - groups 1 to 3 12 25/26
Course Review · Presentations - groups 4 and 5
Course Learning OutcomesKnowledge 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 aims 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.
By the end of this course students will be able to:
1. Understand the 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. Develop an argument and express themselves clearly in written and oral communication
6. 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) Deep discipline knowledge
- informed and infused by cutting edge research, scaffolded throughout their program of studies
- acquired from personal interaction with research active educators, from year 1
- accredited or validated against national or international standards (for relevant programs)
1, 2, 3, 4 Critical thinking and problem solving
- steeped in research methods and rigor
- based on empirical evidence and the scientific approach to knowledge development
- demonstrated through appropriate and relevant assessment
3, 4 Teamwork and communication skills
- developed from, with, and via the SGDE
- honed through assessment and practice throughout the program of studies
- encouraged and valued in all aspects of learning
3 Career and leadership readiness
- technology savvy
- professional and, where relevant, fully accredited
- forward thinking and well informed
- tested and validated by work based experiences
1-6 Intercultural and ethical competency
- adept at operating in other cultures
- comfortable with different nationalities and social contexts
- able to determine and contribute to desirable social outcomes
- demonstrated by study abroad or with an understanding of indigenous knowledges
6 Self-awareness and emotional intelligence
- a capacity for self-reflection and a willingness to engage in self-appraisal
- open to objective and constructive feedback from supervisors and peers
- able to negotiate difficult social situations, defuse conflict and engage positively in purposeful debate
3, 5, 6
Required ResourcesThe textbook for the course will be Lamb, C.W., Hair, J.F., McDaniel, M., Summers, J., and Gardiner, M. (2015) MKTG3, 3rd Asia-Pacific Edition, Cengage Learning Australia Pty Ltd (ISBN 9780170355506).
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 ResourcesPay 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)
Online LearningResources for this course are available from the relevant MyUni site.
Learning & Teaching Activities
Learning & Teaching ModesAs outlined in the course timetable, this course uses face-to-face lectures with discussions and tutorials, online video and learning content, as well as a marketing simulation game. The timetable will be discussed in depth in the first lecture.
The information below is provided as a guide to assist students in engaging appropriately with the course requirements.The information below is provided as a guide to assist students in engaging appropriately with the course requirements.
The information below is provided as a guide to assist students in engaging appropriately with the course requirements. As a guide, a 3 unit course comprises a total of 156 hours work (this includes face-to-face contact, any online components, and self-directed study).
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
Week Topic Readings
Tutorials Introduction to Marketing and Customer Value (incl introduction to simulation)
Marketing Strategy & Planning
No tutorial 2 Segmentation, Targeting, and Positioning
Tutorial 1 3 Buyer Behaviour 4, 5 Tutorial 2 4 Product Strategy & Branding 8, 9 Tutorial 3 - Computer pool 5 Pricing & Distribution Strategy 11, 14 Tutorial 4 6 Integrated Marketing Communications 12, 13 Tutorial 5 7 No Lecture: Simulation ***First round due*** Mentoring Sessions 8 No Lecture: Simulation ***Second and third round due*** Mentoring Sessions 9 No Lecture: Simulation ***Fourth and fifth round due Tutorial 6 10 Marketing and new Technology
Tutorial 7 11 Marketing Ethics
Services and Relationship Marketing
Tutorial 8 12 Course Review and Exam Preparation Tutorial 9
Small Group Discovery ExperienceAs 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 during tutorials. During those sessions you can ask any questions, discuss your decisions and strategies, as well as more generally reflect on your learning.
The University's policy on Assessment for Coursework Programs is based on the following four principles:
- Assessment must encourage and reinforce learning.
- Assessment must enable robust and fair judgements about student performance.
- Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
- Assessment must maintain academic standards.
Assessment item Due Date and Time Weighting Related Learning Outcome Assignment
Week 6 15% 1, 2, 4, 6 Simulation Result
Attendance Mentoring Sessions - Weeks 8-9 5% All (excl. oral presentation) Simulation Reflection Presentation
Weeks 11 and 12
Hard copy of the presentation slides needs to be provided to tutor at time of presentation
10% All Tutorial Participation NA 10% All Final Exam
3 hours; closed book
TBA 60% 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 DetailFor all assessment components, please ensure that you familiarise yourself with the rubrics. These are available on MyUni.
Assignment (Individual Assessment) 15%
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).
Attendance at mentoring sessions 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.lastname@example.org (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.
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) 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.
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.
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 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. 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.
The tutorial schedule is provided on MyUni.
SubmissionExtensions 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.
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.
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.
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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