MARKETNG 7104 - Marketing Management (M)

North Terrace Campus - Trimester 1 - 2021

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 MARKETNG 7104
    Course Marketing Management (M)
    Coordinating Unit TBS
    Term Trimester 1
    Level Postgraduate Coursework
    Location/s North Terrace Campus
    Units 3
    Contact Up to 36 hours
    Available for Study Abroad and Exchange Y
    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: Mrs Janet Stone

    Course Coordinator: Janet Stone

    Email: janet.stone@adelaide.edu.au
    Room: Room 13.15, Nexus 10 Building
    Tel: 08 8313 0090

    Preferred method of contact is by email.

    Course Timetable

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

    Detailed  weekly schedule available in LEARNING ACTIVITIES SUMMARY in Learning and Teaching Activities section.

    Session
    #

    LECTURE
    Topics
    Reading Chapters Quiz & Assignment Due
    1 Key concepts in marketing 1
    2 Marketing planning and strategy in a competitive environment 2 Quiz #1
    3 Marketing research and Information systems 4
    4 Consumer behaviour 5 Quiz #2
    5 Segmentation, target markets and positioning 6
    6 The power of branding 8 Quiz #3
    7 Product decisions 9
    8 Pricing decisions; briefing on Marketing Computer Sinulation 10; Simulation brieifing material Quiz #4
    9 Distribution decisions 11 Marketing Computer Simulation Practice rounds
    10 Integrating marketing communications & Digital marketing and social networking 7, 12 Marketing Computer Simulation Final round
    11 Developing and managing services & Expanding the marketing mix 9, 13
    12 Expanding the marketing mix and Course & Exam review Quiz #5; Assignment #3 due
  • Learning Outcomes
    Course Learning Outcomes

    No information currently available.

    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)
    1,2,3,4,5
    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
    4,5
    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
    4,5
    Career and leadership readiness
    • technology savvy
    • professional and, where relevant, fully accredited
    • forward thinking and well informed
    • tested and validated by work based experiences
    2, 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
    3,4,5
    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
    2, 6
  • Learning Resources
    Required Resources
    Text Book or Cengage NOW: Pride, William M., Ferrell, O.C., Lukas, Bryan A., Schembri, Sharon., Niininen, Outi. Marketing Principles Asia-Pacific 3rd Edition, Cengage, 2018, Melbourne. 9780170386180

    Purchase of a “Cengage Now” subscription is sufficient – all of the text information is contained as E-Book support on the website.
    Online Learning
    Course Website: www.myuni.adelaide.edu.au
    Cengage NOW: http://login.cengagebrain.com/course/E-X7FG2JH8HHAFQ
  • Learning & Teaching Activities
    Learning & Teaching Modes
    This course consists of lectures, and tutorials with discussions and case study presentations. You MUST be prepared to enter a discussion for the tutorial component


    We will also strongly support the face to face work with digital content through the MyUni platform. This will include:
    • Broadcast Emails
    • Powerpoints
    • Lecture recordings on video
    • Weekly self check tests
    • Digital Feedback on assignments – PDF of assignment rubric & video feedback (MP4)
    Workload

    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 lecture sesions  (all lectures will be posted as videos online) throughout the trimester and engage with the online learning content in the relevant weeks.

    The 3 hour weekly seminar has a flexible format.  The amount of time presenting actual lecture material and tutorials may vary based on the topic requirements.  

    Students are expected to prepare for each session as detailed in Learning Activities Summary.  The required readings assist in extending knowledge of the weekly topic.  Tutorial questions and/or discussion case studies will involve student participation and presentation.  Case studies should be read as students ae expected to ask questions and discuss the material.  The 'Marketing Advice Report' will also be covered in each session during tutorial time, to help students work towards their final assignment.

    All required readings, case studies, session lecture slides and session Echo 360 recordings are available in MyUni Canvas course module.

    Additional reading materials (i.e. articles, examples, charts or tables), may from time to time be also posted in the MyUni module to enhance learning.
    Learning Activities Summary
    Session (Week #) Lecture Topic Readings (Chapter) Quiz & Assignment Deadlines Tutorial Chapter Questions/Discussion Topics 
    1 Key concepts in marketing 1 Assignment #3 group allocation
    2 Marketing planning and strategy in a competitive environment 2, 3 Quiz #1 Chapter 1; Assignment #3 Company allocation
    3 Marketing Research and Information systems 4 Chapter 2 & 3
    4 Consumer Behaviour 5 Quiz #2 Chapter 4; Case Study 'Aqualisa Quartze'
    5 Segmentation, target markets and positioning 6 Chapter 5; Case Study 'Aqualisa Quartze'
    6 The power of branding 8 Quiz #3 Chapter 6; Case Study 'Aqualisa Quartze'
    7 Product decisions 9 Chapter 8; Case Study 'Aqualisa Quartz'
    8 Pricing decisions 10; Marketing Computer Simulation Reading material Quiz #4 Chapter 9; Marketing Computer Simulation briefing
    9 Distribution decisions 11 Marketing Computer Simulation Practice rounds Chapter 10
    10 Integrating marketing communications & Digital marketing and social networking 7,12 Marketing Computer Simulation Final round Chapter 11; Debrief Marketing Computer Simulation practise rounds
    11 Developing and managing services & Expanding the marketing mix 9,13 Chapter 7, 12
    12 Expanding the marketing mix & Course and Exam review Quiz#5; Assignment #3 deadline Debrief Marketing Computer Simulation final round
  • 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 Weight Basis
    Assignment #1:  Participation - In class, during Case study discussions, tutorial and debriefing computer simulation All sessions 5% Individual
    Assignment #2:  Five (5) Online Quizzes Every second weekend.  See Course Schedule for details 15% Individual
    Assignement #3:  Marketing Advice Report - 3000-3500 words

    Problem/scope to be negotiated with lecturer
    Week 12 25% Group work
    Assignment #4:  Marketing Computer Simulation Week 10 10% Individual
    Final Exam:  3 hours, closed book TBA 45% Individual

    Rubric details of assessments are available in the Course Outline provided in the course's MyUni.


    ASSIGNMENT #1: Student Participation

    This assssment relates to the student's involvement in the sessions.

    By the end of the course, the lecturer will know their students.  They will have spent a fair bit of time in a classroom and tutorial with them, seen some projects and taken attendance. This is ample opportunity for them to allocate 5% of the course mark to the quality of their contribution. This can be confronting for some people, but part of the transition to senior manager role involves being prepared to comment when the opportunity arises.

    So this component of assessment in the course is essentially around the session’s tutorial/discussion time (case study, discussion questions, general participation, textbook marketing plan presentations), but general engagement within the class lectures is good too.

    Therefore for Assignment 1 the overarching criterion is as follows:
    The instructor’s subjective assessment of the student’s contribution to the discussion of marketing concepts, principles and examples. 


    ASSIGNMENT #2:  Quizzes

    There will be five (5) quizzes given throughout the trimester. The quizzes will relate to material covered in the sessions and textbook in the preceding week.

    The quiz is to be completed online and will be available from Friday at 5:00pm until midnight on the Sunday night.

    Correct answers will be available for students the following week.


    ASSIGNMENT #3: Marketing Advice Report
    Students will be allocated into groups and will act as consultants to the company of their choice.

    As a group, they are required to provide marketing advice to their client. This is loosely in the form of a marketing plan and needs to follow the rubric provided to the students.

    Each week’s lecture and discussion content build to assist the students in creating this piece of marketing advice. There is substantial weekly support at the Cengage NOW website http://login.cengagebrain.com/course/E-X7FG2JH8HHAFQ as you work through this.

    It is also recommended that the students review Preparing a Marketing Plan prepared by Dr. Chris Medlin. This is available in the course's MyUni module.


    ASSIGNMENT #4:  Marketing Computer Simulation
    Students will participate in the computer-based marketing management and strategy simulation. It is a marketing simulation that provides a challenging decision-making exercise in which complex strategic marketing decisions must be made within a competitive Business to-Business realistic context. Students will participate individually against the computer ‘competition’.

    The objective of this exercise is to place students into a realistic operating environment that requires the integration of strategy, marketing research, planning and decision-making. Students will be evaluated on the basis of their overall strategies and competitive results. The game requires decisions to be made simulating a specified number of years of operations.

    Marks will be awarded based on the financial performance, market share and customer satisfaction of each individual in the simulation. This score is a reflection of the student’s understanding of the simulation world and also their marketing decision making over the assigned period. The grade reflects the student’s commitment to understanding the intricacies of marketing concepts and theories and its application in a simulated competitive environment.

    Students will be given a ‘practice’ period then reflections of their experience will be shared during class time. Students will then have a period to complete a ‘final’ game simulation. The final grade for the assessment will be based on the score given by the simulation and a brief ‘reflections’ report submitted.




    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.

    • 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 - Class Discussion and (optional) blog support (Individual grade 10%)
    Get involved
    By the end of the course, I will know all of you pretty well. I will have spent over 35 hours in a classroom with you, seen some projects and taken attendance (really just as a reminder to me). This is ample opportunity for me to allocate 10% of the course mark to the quality of your contribution. This can be confronting for some people, but part of the transition to senior manager role involves being prepared to comment when the opportunity arises.
    So this component of assessment in the course is essentially around the week’s case study, but general engagement within the class is good too.
    Why not build a blog?
    Grasp the nettle. Many people in business these days are creating a simple reflective blog – allowing it to be public but enhancing their personal brand. If you feel a little uncomfortable about speaking up in class, then why not do some reflection in a blog – even one that is public. This provides a triple benefit; you learn a few new skills, you can supplement the insights you demonstrated in the class, and it pumps you up the Google rankings against your name. In the first session I’ll show you how to get a blog going. It’s a five minute job. For the “tragic” among us, we might feed the blog with an outreach medium such as Twitter.
    So for A1 the overarching criterion is as follows:
    The instructor’s subjective assessment of the student’s contribution to the discussion of marketing concepts, principles and examples. This can occur in a face-to-face or blog context, or both.

    Assignment 2 - Company Marketing Audit (Individual grade 15%)
    In 1500 words, using a company/product/brand with which you are familiar you are required to conduct a marketing audit. This is a preliminary phase, where you get to view a company through a marketing lens and determine if you would like to use that company for Assignment 3.

    Use a business report format (executive summary, table of contents, appendices). Using the learning from Sessions 1-3 you will need to critically assess the organisation/product/brand and its environment and address:
    1. Who appears to be the company's customer?
    2. What is the customer's need and how is that need being satisfied by the company.
    3. Provide a brief environmental scan for your company and indicate opportunities and threats
    4. Provide an outline of how your company would apply the five step market research process
    5. Utilise your answers to questions 1-4 to derive recommendations for the company/product/brand.

    Assignment 2: Assessment Criteria



    Assignment 3 – Company Marketing Advice (Group – Pair – Grade 20%)
    3000 words – table of contents, appendices and tables are excluded from a word count.
    Students will be formed into pairs and will act as a consultants to the company of your choice. You can choose to consult to one of the companies you covered in assignment 2, or a completely new one.
    As a pair, you are required to provide marketing advice to your client. This is loosely in the form of a marketing plan and needs to follow the rubric as given below.
    Each week’s lecture and discussion content builds to assist you in creating this piece of marketing advice. There is substantial weekly support at the Cengage NOW website http://login.cengagebrain.com/course/E-X7FG2JH8HHAFQ as we work through this.

    The Marketing Environment
    The marketing environment consists of external forces that directly or indirectly influence an organisation’s acquisition of inputs (human, financial, natural resources and raw materials, and information) and creation of outputs (goods, services, or ideas).
    SWOT Analysis
    One tool marketers use to assess an organisation’s strengths, weaknesses, opportunities and threats is the SWOT analysis.
    Strengths and weaknesses are internal factors that can influence an organisation’s ability to satisfy its target markets.
    Opportunities and threats exist independently of the organisation and therefore represent issues to be considered by all organisations, even those that are not competitors.
    Marketing Objectives
    A marketing objective states what is to be accomplished through marketing activities.
    Marketing goals should be based on a careful study of the SWOT analysis and should relate matching strengths to opportunities and/or convert weaknesses and threats.
    Marketing Strategy
    The next phase in strategic planning is the development of strategies for each functional area of the organisation.
    Within the marketing area, a strategy is typically designed around two components: (1) the selection of (a) target market segment(s) and (2) the creation of a marketing mix that will satisfy the needs of the chosen target market.
    Implementing Marketing Strategies
    Marketing implementation is the process of putting marketing strategies into action.
    Controlling Marketing Activities
    The formal marketing control process includes the establishment of performance standards, evaluation of actual performance by comparing it with established standards, and reduction of differences between desired and actual performance.

    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.
    • Use citations from original sources when they are used, using an accepted format such as Harvard. If sources have not been acknowledged, they will be considered as plagiarised!
    • Proof read your reports thoroughly, for grammatical and spelling errors.
    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 the source will be interpreted as plagiarism which is a serious offence.
    • (DO NOT) Use SWOT analysis as the only form of analysis - this is a good starting point but you will need to go much further using the concepts from the course as the framework. You may summarise the SWOT analysis in a diagram or a table and briefly explain it in the body of the report.

    Assignment 3: Assessment criteria


    Assignment 4 - Case Study Presentation and Discussion (Group grade 5%)
    Each group of students will briefly present a negotiated case, outline relevant questions and facilitate the related discussion. The focus of each session should be on the previous week’s topics and relevant topics from earlier seminars.

    Presenting students will be expected to:
    1. provide a brief summary of the case, the relevant environment and issues arising from the case, including prior reading of any websites
    2. develop suitable questions for discussion, and
    3. give their considered points of view as part of a facilitated discussion of all students in the class.

    All students should come prepared and be able to take part in the discussion of issues that arise in the course of the case discussion. The presenting students will facilitate discussion among the class to further explore the question and thinking related to formulating an answer to case discussion questions.

    Assignment 4: Assessment criteria
    Submission
    Presentation of Assignments
    • Please must retain a copy of all assignments submitted.
    • All assignments must be submitted electronically through the MyUni assignments portal
    • Please attach an ‘Assignment Cover Sheet’, which is signed and dated by you before submission.
    • All group assignments must be attached to a ‘Group Assignment Cover Sheet’, which must be signed and dated by all group members before submission. All team members are expected to contribute approximately equally to a group assignment.
    • Lecturers can refuse to accept assignments which do not have a signed acknowledgement of the University’s policy on plagiarism.

    No Resubmission
    Once your paper is in, it’s in. You can’t take your assessed paper, rework it and resubmit it.

    Re-Marking / Disputes
    The markers work very closely for consistency. We mark to rubrics (that you have) and we consult throughout the marking process. If you wish to dispute a mark you’ve been given, you need to raise it with the lecturer in charge within a week, giving the areas (referring to the rubric) that you think deserve more attention. You might get an email in response, but you’ll probably be asked to come in and see the lecturer.

    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 according to the schedule below. Submitting your assignment late (with or without an extension) also means you miss the primary marking cycle; it probably will get returned to you a lot later than your classmates get theirs.



    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
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