MARKETNG 7104OL - Marketing Management (M)
Online - Trimester 2 - 2022
General Course Information
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 Coordinator: Associate Professor Steve Goodman
The full timetable of all activities for this course can be accessed from Course Planner.
Course Learning OutcomesOn 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 Deliver an oral presentation in a professional and engaging manner
7 Prepare professional, logical and coherent written marketing reports
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)
Attribute 1: Deep discipline knowledge and intellectual breadth
Graduates have comprehensive knowledge and understanding of their subject area, the ability to engage with different traditions of thought, and the ability to apply their knowledge in practice including in multi-disciplinary or multi-professional contexts.
Attribute 2: Creative and critical thinking, and problem solving
Graduates are effective problems-solvers, able to apply critical, creative and evidence-based thinking to conceive innovative responses to future challenges.
Attribute 3: Teamwork and communication skills
Graduates convey ideas and information effectively to a range of audiences for a variety of purposes and contribute in a positive and collaborative manner to achieving common goals.
Attribute 4: Professionalism and leadership readiness
Graduates engage in professional behaviour and have the potential to be entrepreneurial and take leadership roles in their chosen occupations or careers and communities.
Attribute 5: Intercultural and ethical competency
Graduates are responsible and effective global citizens whose personal values and practices are consistent with their roles as responsible members of society.
Attribute 8: Self-awareness and emotional intelligence
Graduates are self-aware and reflective; they are flexible and resilient and have the capacity to accept and give constructive feedback; they act with integrity and take responsibility for their actions.
Required ResourcesText 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 ResourcesCourse Website: https://myuni.adelaide.edu.au/courses/58670
Learning & Teaching Activities
Learning & Teaching ModesThis course is 100% online using
1. Recorded lectures
2. Weekly quizes
3. Weekly discusison activities
4. Discussing other students comments
5. Assignments - submitted online
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)
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 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)
- 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
- Understand the role and importance of marketing in the macro and micro environments
- Identify opportunities and challenges presented to organisations and subsequently develop marketing objectives and strategies based on integrating the key elements of marketing
- Able to apply a range of theories to analyse opportunities in complex marketing contexts
- Able to evaluate data, information, and evidence within a complex context to arrive at marketing decisions
Assessment DetailWeekly 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.
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.
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.
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%)
SubmissionAll Submissions online
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.
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