MARKETNG 7104 - Marketing Management (M)

North Terrace Campus - Trimester 3 - 2018

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 Business School
    Term Trimester 3
    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: Mr Nigel Barker

    Course Coordinator: Nigel Barker
    email: nigel.barker@adelaide.edu.au
    Room: 13.30
    Tel: 08 8313 0424
    Course Timetable

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

    Session 1 Key concepts in marketing Ch 1 
    Case Study 1 Kraft creates unhappy little Vegemites

    Session 2 Marketing planning and strategy in a competitive environment Ch 2
    Case Study 2 Stormy ride for Queensland’s tourism industry

    Session 3 Marketing research and information systems Ch 3
    Case Study 3 Bom Bom Bom! Re-igniting Kmart’s brand

    UNDERSTANDING MARKETS
    Session 4 Consumer behaviour Ch 4 & 6
    Case Study 4 The importance of behavioural change in social marketing

    Session 5 Segmentation, target markets and positioning Ch 5
    Case Study 5 Is there a Trek bicycle for everybody?

    THE EXPANDED MARKETING MIX
    Session 6 The power of branding Ch 7 
    Case Study 7 Branding strategy within an unbranded market: A case of the Australian tobacco industry

    Session 7 Product decisions Ch 8 
    Case Study 8 Product strategy and innovation at Glaceau Vitaminwater

    Session 8 Developing and managing goods and services Ch 9
    Case Study 9 Pilates Studio

    Session 9 Pricing decisions 
    Case Study 9 Spa Ceylon

    Session 10 Distribution decisions Ch 11
    Case Study 11 Why own when you can share?

    Session 11 Integrating marketing communications & MComms mix variables Ch 12 & 13
    Case Study 13 Bloggers and Social Media Influence: New Opportunities for Brand Marketers

    Session 12 Expanding the marketing mix & Digital marketing and social networking Ch 14 & 15
    Case Study 15 How a plush toy manufacturer plans its marketing through crowdsourcing


    *NOTE: The weekly class will work on one session per week with the fortnightly class doing two sessions every other week.
  • Learning Outcomes
    Course Learning Outcomes
    On successful completion of this course students will be able to:
    1 Interpret complex marketing issues and problems using relevant theories, concepts and methods
    2 Evaluate and synthesise new information and existing knowledge from a multitude of sources and experiences
    3 Apply contemporary marketing theories to the demands of business and management practice
    4 Critically analyse case studies to derive at recommendations to address marketing issues and opportunities
    5 Recognise, and take account of, the importance of ethical conduct in marketing
    6 Discuss Marketing Concepts in a professional and engaging manner

    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, Cengage, 2015, Melbourne. 9780170254793
    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 lectures/workshops (all lectures will be posted as videos online) throughout the semester.
    Learning Activities Summary
    MARKETING GROUNDWORK
    Week Date Activity Topic Text Discussions Marketing Advice Report
    2-Feb Session 1 Key concepts in marketing Ch 1 We'll do this all in class

    Case Study 1 Kraft creates unhappy little Vegemites
    9-Feb Session 2 Marketing planning and strategy in a competitive environment Ch 2 P32 Discussion Questions: Q2, Q3, Q8 "Developing your Marketing Plan" P34: All three questions.
    P32 Marketing Applications: Q3
    Case Study 2 Stormy ride for Queensland’s tourism industry
    16-Feb Session 3 Marketing research and information systems Ch 3 P77 Discussion Questions: Q1, Q11, Q12 "Developing your Marketing Plan" P78: Q1, Q4, Q5
    P77 Marketing Applications: Q2
    Case Study 3 Bom Bom Bom! Re-igniting Kmart’s brand
    UNDERSTANDING MARKETS
    23-Feb Session 4 Consumer behaviour Ch 4 & 6 P110 Discussion Questions: Q2, Q5, Q6 "Developing your Marketing Plan" P111: Q1, Q2, Q3
    P110 Marketing Applications: Q1
    Case Study 4 The importance of behavioural change in social marketing
    Assignment 2 Due: Midnight Sat February 28 via MyUni
    Week Date Activity Topic Text Discussions Marketing Advice Report
    2-Mar Session 5 Segmentation, target markets and positioning Ch 5 P148 Discussion Questions: Q2, Q6, Q7 "Developing your Marketing Plan" P149: All four questions.
    P148 Marketing Applications: Q3
    Case Study 5 Is there a Trek bicycle for everybody?
    THE EXPANDED MARKETING MIX
    Time Activity Topic Text Discussion Questions Marketing Advice Report
    9-Mar Session 6 The power of branding Ch 7 P184 Discussion Questions: Q2, Q3, Q9 "Developing your Marketing Plan" P185/186: All three questions.
    P185 Marketing Applications: Q3
    Case Study 7 Branding strategy within an unbranded market: A case of the Australian tobacco industry
    16-Mar Session 7 Product decisions Ch 8 P245 Discussion Questions: Q2, Q3, Q5 "Developing your Marketing Plan" P246: Q1, Q3, Q4
    P246 Marketing Applications: Q1
    Case Study 8 Product strategy and innovation at Glaceau Vitaminwater
    23-Mar Session 8 Developing and managing goods and services Ch 9 P281 Discussion Questions: Q1, Q3, Q4 "Developing your Marketing Plan" P282: Q2, Q3, Q4
    P246 Marketing Applications: Q3
    Case Study 9 Pilates Studio
    30-Mar Session 9 Pricing decisions Ch 10 P323 Discussion Questions: Q13, Q2, Q7 "Developing your Marketing Plan" P324: All questions.
    P323 Marketing Applications: Q2
    Case Study 9 Spa Ceylon
    Week Date Activity Topic Text Discussions Marketing Advice Report
    6-Apr Session 10 Distribution decisions Ch 11 P357 Discussion Questions: Q3, Q6, Q7, Q8 "Developing your Marketing Plan" P358: All questions.
    P357 Marketing Applications: Q4
    Case Study 11 Why own when you can share?
    13-Apr Session 11 Integrating marketing communications & MComms mix variables Ch 12 & 13 P404 Discussion Questions: Q5, Q11, Q13 "Developing your Marketing Plan" P406: All questions.
    P405 Marketing Applications: Q4 "Developing your Marketing Plan" P444: Q2, Q3, Q5.
    Case Study 13 Bloggers and Social Media Influence: New Opportunities for Brand Marketers
    Assignment 3 Due: Midnight Sat April 18 via MyUni
    20-Apr Session 12 Expanding the marketing mix & Digital marketing and social networking Ch 14 & 15 P442 Discussion Questions: Q2, Q6, Q11 P491 Discussion Questions: Q5, Q9, Q11
    P443 Marketing Applications: Q2 P492 Marketing Applications: Q5
    Case Study 15 How a plush toy manufacturer plans its marketing through crowdsourcing
    27-Apr Session 13 No Lecture Planned P530 Discussion Questions: Q1, Q4, Q6 P572 Discussion Questions: Q2, Q5, Q9
    P530 Marketing Applications: Q1 P573 Marketing Applications: Q2
    Exam Revision and Course Wrap
  • 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 Weight Basis Related Learning Outcome

    Assessment 1: Inclass Attendance and Participation – All sessions 10%

    Individual Recognise, and take account of, the importance of ethical conduct in marketing
    Deliver an oral presentation in a professional and engaging manner
    Evaluate and synthesise new information and existing knowledge from a multitude of sources and experiences


    Assessment 2: Quizzes x 5 15% (Sept 16, 30, Oct 14, 28, Nov 18)

    There will be 5 quizzes throughout the semester.  The quizzes will
    relate to material covered in the workshops and textbook in the
    preceeding weeks.  The quiz must be completed online and will be
    available from Friday at 17.00 until midnight on the due date (the
    Sunday night). Correct answers will be available for students the
    following week.

    Individual Evaluate and synthesise new information and existing knowledge from a multitude of sources and experiences Critically analyse case studies to derive at recommendations to address marketing issues and opportunities


    Assignment 1: Company Marketing Advice Report – 3000 words Friday 16 Nov Midnight via MyUni 25% (Group work)

    Interpret complex marketing issues and problems using relevant theories, concepts and methods
    Apply contemporary marketing theories to the demands of business and management practice
    Problem/scope to be negotiated with lecturer Prepare professional, logical and coherent written marketing reports


    Final Exam: 3 hours closed book TBA 50%

    Individual Evaluate and synthesise new information and existing knowledge from a multitude of sources and experiences
    Critically analyse case studies to derive at recommendations to address marketing issues and opportunities
    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.
    • Legible hand-writing and the quality of English expression are considered to be integral parts of the assessment process. Marks may be deducted because of poor hand-writing.
    • Students must attend at least 80% of classes or they will forgo their right to a supplementary exam on academic grounds
    Assessment Detail
    Assessment 1 - Attendance and Class Discussion (Individual grade 10%)
    Get involved.  Each week we will discuss a case study and other examples.  Be prepared to participate and put your point of view across.  You will be awarded a mark each week based on your contribution to the class.

    Assessment 2 - Quizzes x 5 (Individual grade 15%)
    There will be 5 quizzes throughout the semester.  The quizzes will relate to material covered in the workshops and textbook in the preceeding weeks.  The quiz must be completed online and will be available from Friday at 17.00 until midnight on the due date (the Sunday night). Correct answers will be available for students the following week.

    Assignment 1 – Company Marketing Advice (Group – Grade 25%)
    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.
    As a group, 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.

    The Exam will be discussed in depth in the last session.
    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
  • 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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