MARKETNG 7104OL - Marketing Management (M)

Online - Trimester 2 - 2017

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 7104OL
    Course Marketing Management (M)
    Coordinating Unit Business School
    Term Trimester 2
    Level Postgraduate Coursework
    Location/s Online
    Units 3
    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: Associate Professor Steve Goodman

    Dr Steve Goodman
    Course Timetable

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

  • 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.
    Recommended Resources
    Course Website: www.learn.adelaide.edu.au

    Cengage NOW: http://login.cengagebrain.com/course/E-X7FG2JH8HHAFQ
  • Learning & Teaching Activities
    Learning & Teaching Modes
    This course is 100% online using
    1. Recorded lectures
    2. Weekly quizes
    3. Weekly discusison activities
    4. Discussing other students comments
    5. Assignments - submitted online

    Workload

    The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

    The information 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
    Learning Activities Summary
    LEARNING ACTIVITIES SUMMARY
    Week Topics Textbook
    Chapters
    1 Overview of Marketing and Marketing Ethics 1 & 4
    2 The Development of Marketing Strategies and Plans, and Analysing the Marketing
    Environment
    2 & 5
    3 Consumer and Business Buyer Behaviour 6 & 7
    4 Understanding the Marketplace: Marketing Research and Information Management 10
    5 Working on Assessment Tasks
    6 Segmentation, Targeting and Positioning 9
    7 Value Creation: Products, Services and Product Development 11, 12 & 13
    8 Value Communication: Advertising, Promotions and Personal Selling 18, 19 & 20
    9 Value Capture: Strategic Pricing Decisions 14 & 15
    10 Working on Assessment Tasks
    11 Value Delivery: Supply Chain Management and Retailing 16 & 17
    12 Assessing Market Performance 2
  • 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



    Case Study Analysis  Sunday  Week 4 10% - 1,3,4

    Quizzes  Friday - Sunday  Week 1 - 4; 6 - 9; 11   10%   - 1,2,5

    Discussion Contribution Wednesday - Sunday  Weeks 1 - 12 20%  1,2,6

    Major Project: Marketing Audit   1,3,4

    Part I - Perceptual/Positioning Map Sunday  Week 8  12.5%  4,5

    Part II - Communications Strategy  Sunday  Week 10  12.5%  1-6


    Marketing Audit Report Sunday  Week 12  35%  1-6


    Assessment Detail
    ASSESSMENT DETAIL

    The assessment components are as follows:
    Case Study Analysis 10%
    Submit your response in an MS Word document to the Dropbox before end of Day 7 – week .
    Length: 2000 words.
    Font: Times New Roman, 12 point font, singled spaced.
    Your report should include an overview of the macro and micro environment in which the company
    is operating. This may require you to research beyond the information in the case and/or make
    some assumptions. You should include an explanation of the relevant macro-environment trends,
    consumer needs and buying behaviour, the competitive environment and the capabilities of the
    organisation. You should not just repeat the information in the case, but rather use marketing tools
    and concepts to critically assess this environment. You may need to conduct further research
    outside of the case materials but DO NOT CONTACT the organisation directly.
    You should evaluate the current strategies of the organisation and identify ONE major marketing
    issue the company is facing. This issue does not need to be the same issue highlighted in the
    case. A SWOT Analysis could be used as a tool to summarise and coordinate relevant
    information. Ensure that you incorporate marketing concepts in the statement of the case issues,
    as this will ensure that your recommended solutions are also related to marketing strategies.
    Before deciding what course of action to recommend, you need to consider at least three (3)
    alternative ways in which the issue can be addressed. Evaluate the alternative strategies before
    one is selected. You will need to examine the advantages and disadvantages for the various
    alternatives, linking your discussion to the marketing environment of the firm.
    Recommend ONE best strategy for the organisation to address the issue. Justify your selection
    with reference to the information in the situational analysis and marketing theory.

    Online Quizzes 10%
    Each week you will be required to self-complete an on-line quiz for assessment. This quiz may be
    accessed through the LEARN site vis the weekly navigation panel on the left hand side.
    You may complete this quiz at any stage throughout the week. However, once logged on to the
    quiz, you will have 30 minutes to complete the answers. Most weeks have 20 questions to be
    completed in the 30 minutes. You will NOT be able to revisit the answers after you submit your
    answers. Each week will contribute equally to your overall grade.

    Perceptual/Positioning Map 12.5%
    Submit your response in an MS Word document to the Dropbox before end of Day 7 – Week 8.
    Consider the product that you have chosen for your Marketing Audit. Develop a Perceptual Map
    for the industry in which the product competes. On this perceptual map you should show the
    dimensions which consumers use to position products in their minds, the competitors and their
    respective positions, and the product itself and its current positioning in the market. You should
    overlay some information about the customer segments onto this positioning/perceptual map.
    Include a summary paragraph highlighting key aspects of the perceptual map and critically
    evaluating the position of the product selected.

    Communications Strategy 12.5%
    Submit your response in an MS Word document to the Dropbox before end of Day 7 – Week 10.
    Using the product that you have selected for your Marketing Audit, develop an Integrated
    Communications Strategy. This strategy should be relevant for the target market and positioning of
    the product. Discuss the objectives of the communication, the key message to be communicated
    as well as the media selected to convey this message. Conclude your strategy with a brief
    overview of any budget considerations and success measures.

    Marketing Audit Report 35%
    Submit your response in an MS Word document to the Dropbox before the end of Day 7 – Week
    12
    Length: 5000 words.
    Font: Times New Roman, 12 point font, singled spaced.
    Imagine you are a marketing consultant working in a small team and have been asked to conduct
    a marketing audit of a product or company. You may select a product from the organisation in
    which you work or any product with which you are familiar. You may find it easier to choose a
    specific product or service (e.g. Canon MP830 printer or Qantas Business Class via Sydney to
    London) rather than a general brand (e.g. Mercedes or Nike or Apple).
    Based on what information is available from the general and business press and/or the Internet
    and other periodicals, you must assess the performance of this product or company. This forms
    the 'audit' component of the assignment whereby you take stock and make an assessment of the
    product or service and how it is performing in the market place.
    The next section of the assignment requires you to produce recommendations of what you think
    the company should do to for their product or service, based on what you understand about their
    current situation. You need to cover all aspects of a situation analysis including the customers, the
    competitors, the company and the macro environment (e.g. PESTEL). You should then evaluate
    10
    the marketing mix (including the positioning, product, promotion, price and place) You may
    suggest that aspects of the marketing mix remain the same or you might like to recommend
    different approaches – either way – you must JUSTIFY your decisions based on sound marketing
    knowledge and judgement of the principles taught over the course.

    Discussion Contribution 20%
    Students are expected to contribute to the class discussion in a substantive way each week.
    Substantive participation includes responses to discussion questions as well as discourse
    between students related to the subject matter. Substantive responses must be based upon the
    course content, theory or personal experiences, not mere opinion. A simple "I agree" will not
    count. Examples of substantive participation do not include posting of assignments or a question
    you might have for the facilitator or the group. Posting assignments or emails to students and/or
    teaching staff outside of classroom threads does not count as discussion participation. Substantive
    responses should also include appropriate documentation/citation where appropriate.
    As a general rule of thumb, students need to post at least 2-3 substantive responses each week
    beyond the posting of assignments. However, students should not be limited in the number of
    discussion postings that they contribute each week. Quantity is considered important, but the
    quality of the responses is even more important."
    Students are expected to read all discussion area postings. The quality of the student responses
    will be graded. Students will earn participation grades based upon the quality of their responses to
    both weekly learning activities and discussion questions.


    Submission
    All Submissions online
    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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