MARKETNG 7104OL - Marketing Management (M)

Online - Trimester 2 - 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 7104OL
    Course Marketing Management (M)
    Coordinating Unit Adelaide 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: Teagan Altschwager

    Course Timetable

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

  • 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, W, Ferrell, OC, Lukas, B, Schembri, S., Niininen, O, Casidy, R, (2018) Marketing Principles 3rd Asia Pacific Edition, Cengage, , Melbourne. ISDN 9780170386180

    Purchase of a “Cengage Now” subscription is sufficient – all of the text information is contained as E-Book support on the website.
    Recommended Resources
    Online Learning
  • 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 & 2)
    2 - The Development of Marketing Strategies and Plans, and Analysing the Marketing Environment (2 & 3)
    3 - Consumer and Business Buyer Behaviour (5)
    4 - Understanding the Marketplace: Marketing Research and Information Management (4)
    5 -Segmentation, Targeting and Positioning (6)
    6 - Working on Assessment Tasks
    7 - Products, Services and Product Development (8 & 9)
    8 - Distribution (11)
    9 - Price (10)
    10 - Marketing Communication (7 & 12)
    11 - Working on Assessment Tasks
    12 - Expanding the Marketing Mix & Assessing Market Performance (13 & 3)

  • 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

    Assessment task - due date. Weight % (Corresponding Learning Outcomes) 

    Discussion Contribution - Wednesday-Sunday Weeks 1-12. 15% (1,2,4)
    Participation - Weeks 1-12. 10% (4) 
    Quizzes - Sunday, Weeks 1-12. 10% - (1,2,3, 4, & 5)
    Case Study Analysis - Sunday, Week 9. 20% - (3, 4)
    Major Project: Marketing Audit (2 parts): 

    Part 1 - Perceptual Map - Sunday, Week 6. 15% (4 & 5) 
    Part 2 - Marketing Audit Report - Sunday, Week 12. 30% (1, 2, 3, 4 & 5)


    Learning Outcomes:
    1. View marketing as a co-ordinated and integrated effort of an organisation to satisfy relevant customer’s needs and at the same time meet organisational goals
    2. Understand the role and importance of marketing in the macro and micro environments
    3. Identify opportunities and challenges presented to organisations and subsequently develop marketing objectives and strategies based on integrating the key elements of marketing
    4. Able to apply a range of theories to analyse opportunities in complex marketing contexts
    5. Able to evaluate data, information, and evidence within a complex context to arrive at marketing decisions
    Assessment Detail
    Weekly Discussion Forum (Week 1 to 6 – 7.5%; Weeks 7-12 – 7.5% = Total 15%)
    Questions and activities are spread throughout the course duration. You are expected to post YOUR discussion by 23.59 on WEDNESDAY of each week. 
    In your discussion, you need to address the question being asked, relate it to theory and frameworks from your learning and formulate your own position. Demonstrate your thought on the topic and relate it to what you have read that week - and in some case also in previous weeks.

    You will receive a grade for all of the discussions on a cumulative basis worth 15% toward your final grade.
    Grades for discussion responses for Weeks 1 - 6 will be posted in Week 6 for a total of 7.5%.
    Grades for discussion responses for Weeks 7-12 will be posted in Week 12 for a total 7.5%

    Keep in mind, your responses must be posted to the forum below by specified due dates above. Late postings will not be accepted.

    Your inputs will be evaluated based on the criteria below:
    Response demonstrates critical thinking and insight (40 points)
    Response indicates you understand the assignment and the underlying concepts (40 points)
    Demonstrated appropriate writing style and language choice (20 points)
    Weeks 1-6 (points weighted at 7.5%)
    Weeks 7-12 (points weighted at 7.5%)


    Participation Contribution (10%)
    You are expected to post YOUR comments on other students' posts by 23.59 ACST/ACDT on SUNDAY of each week.

    Participation is your response to other students’ discussion - in the relevant ‘Discussion’ thread. Substantive responses must be based upon the course content, theory or personal experiences, not mere opinion. A simple "I agree" does not count. Examples of substantive participation do not include posting of assignments or a question you might have for the facilitator or the group.

    Students are expected to contribute to the class discussion in a substantive way each week. As a general rule of thumb, students need to post at least 2-3 substantive responses each week beyond the posting of their own discussion. 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 so. 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 discussion posted by other students. Posting assignments or emails to students and/or faculty outside of classroom threads does not count as discussion participation.

    Your inputs will be evaluated based on the criteria below:
    Posted required subsequent responses to posts of your classmates, or to responses to your initial post – responses are substantive in nature (at least 50 words). (50 points)
    Responses indicate critical thinking and constructive feedback and meaningful inputs to the discussion (40 points)
    Demonstrated quality of writing and concise language choice (10 points)
    Weeks 1-12 (points weighted at 10%)


    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 20 minutes to complete the answers. Most weeks have 10 questions to be completed in the 20 minutes. You will NOT be able to revisit the answers after you submit your answers. Each week will contribute equally to your overall grade.


    Case Study Analysis Due End of Week 9 (20%)
    The Case Study itself - and questions - is located in Week 7. 
    Length 1500 words.
    You are required to answer the 3 questions relating to the case. In your answers, do not simply give your opinion, but use frameworks or theory from your learning to justify your thoughts.

    GRADING CRITERIA
    Question 1 (25 points)
    Question 2 (10 points)
    Question 3 (25 points)
    Use of frameworks and/or Theory in Answers (30 points)
    Overall quality of submission (spelling, grammar, appropriate referencing and clarity of written communication). (10 points)
    Total 100 points (weighted at 20%)


    Major Project: Marketing Audit (2 parts)
    1. Perceptual Map. Due End Week 6 (15%)
    Consider the product that you have chosen for your Marketing Audit. Develop a Perceptual/Positioning Map for the industry in which the product competes. On this 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 page highlighting key aspects of the perceptual map and critically evaluating the position of the product selected.

    GRADING CRITERIA
    This assignment is worth 15% of your final grade. Your work for this week will be graded on the following criteria:
    Description and evaluation of company positioning strategy. (15 points) 
    Incorporation of relevant competitors and their respective positioning on the map. (25 points)
    Segment information overlaid onto the positioning map. (20 points)
    Critical evaluation of positioning of the selected product. (30 points)
    Overall quality of report presentation (spelling, grammar, appropriate referencing and clarity of written communication). (10 points). 
    Total 100 points (weighted at 15%) 


    Marketing Audit Due End of Week 12 (30%)
    Length: 3000 to 4000 words - as a Word Document
    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 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.

    GRADING CRITERIA
    This assignment is worth 30% of your final grade. Your work for this week will be graded on the following criteria:
    Analysis of the macro and micro environment in which the organisation operates using marketing concepts and frameworks. (20 points)
    Application of relevant marketing concepts to explain and evaluate the marketing mix strategies of the organisation. (20 points)
    Demonstration of critical evaluation of the marketing mix strategies based on marketing theory and the information in the situational analysis. (30 points)
    Development of appropriate recommendations based on marketing theories and strategies. (20 points)
    Overall quality of report presentation (spelling, grammar, appropriate referencing and clarity of written communication). (10 points)
    Total 100 points (weighted at 30%)
    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
  • 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.

The University of Adelaide is committed to regular reviews of the courses and programs it offers to students. The University of Adelaide therefore reserves the right to discontinue or vary programs and courses without notice. Please read the important information contained in the disclaimer.