MARKETNG 3004 - Marketing Planning Project
North Terrace Campus - Semester 2 - 2021
General Course Information
Course Code MARKETNG 3004 Course Marketing Planning Project Coordinating Unit Adelaide Business School Term Semester 2 Level Undergraduate Location/s North Terrace Campus Units 3 Contact Up to 3 hours per week Available for Study Abroad and Exchange Y Prerequisites MARKETNG 1001, MARKETNG 2010 Incompatible MARKETNG 3503 Assumed Knowledge MARKETNG 3006 Course Description Students work in groups to prepare a Market Plan for a local Adelaide business or not-for-profit organization. The Market Planning concept is approached from a rational and contingency approach. This is a capstone course in Marketing, which integrates market theory and management practices from all prior areas of study. Students will develop a marketing plan for a live client firm, on the basis of market theory, market research and the potential strategic directions available to their client. Students will be responsible for presenting their findings in both written and oral form to their clients.
Course Coordinator: Mr Nigel BarkerName: Mr Nigel Barker
Location: Room 13.30, 10 Pulteney Street
Telephone: 08 8313 0424 (email is best)
Course Website: www.myuni.adelaide.edu.au
If you would like to see me, please email me to make an appointment.
The full timetable of all activities for this course can be accessed from Course Planner.
1 - Introduction and the way forward
2 - Client presentations
3 - Business model creation and the model canvas
4 - Value proposition creation
5 - The consulting industry
6 - Selling consultancy and gaining clients
7 - Getting and keeping clients
8 - Solution development
MID SEMESTER BREAK
9 - Implementation and ethics
10 - Pitching ideas
11 - Client presentations Pt1
12 - Client presentations Pt2
Course Learning OutcomesOn successful completion of this course, students will be able to:
1 Identify Marketing issues/problems and apply relevant theories, principles, concepts and models to propose solutions
2 Apply relevant ethical frameworks for Marketing decision making in a professional business context
3 Display critical thinking and apply judgement when interpreting Marketing issues/problems
4 Communicate and work effectively in teams and as individuals
5 Display reasoned decision making processes and self-managed strategies leading to professional outcomes in Marketing
6 Understand the complex relationship between people and organisations and reflect upon the development of professional behaviours
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)
220.127.116.11,6 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
18.104.22.168 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 Career and leadership readiness
- technology savvy
- professional and, where relevant, fully accredited
- forward thinking and well informed
- tested and validated by work based experiences
22.214.171.124.5.6 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
2, 4 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
1. Wickham, L., Wilcock, J (2016), Management Consulting: Delivering an Effective Project, 5th Edition, Harlow, UK: Pearson. Earlier versions are not a problem.
2. Osterwalder, Alexander & Pigneur, Yves (2010) Business Model Generation, First Edition, Wiley,
3. Preparing a Marketing Plan, Medlin, C.J., 2019 (pdf on MyUni site)
4. Lecture Powerpoints (pdf MyUni site)
5. Communications Skills Guide (pdf MyUni site)
Recommended ResourcesPast examples of Marketing Plans (Barr Smith Library – 24 hour loan)
MyUni has a list
Learning & Teaching Activities
Learning & Teaching ModesThe course is made up of two complementary components. Lectures cover the content of management and in particular marketing consulting and the processes of preparing a Market Plan. Tutorials cover the processes of preparing a Market Planning for your ‘live’ client as well as activities related to client consulting. In tutorial students will work in groups to prepare a Marketing Plan for a local business client.
Tutorials are arranged around five Market Plans, one of which is the responsibility of your group. You will learn problem solving skills and critical thinking required to scope a problem, undertake research and integrate research results with theory to write an implementation plan. You will be able to comment on and follow the development of the other two plans prepared in your tutorial.
The information below is provided as a guide to assist students in engaging appropriately with the course requirements.The University expects full-time students (i.e. those taking 12 units per semester) to devote a total of 48 hours per week to their studies. This means that you are expected to commit approximately 9 hours for a three-unit course or 13 hours for a four-unit course, of private study outside of your regular classes.
Students in this course are expected to attend their tutorial class each week.
Learning Activities SummaryIn preparing a Marketing Plan students work in groups of up to four students.
They undertake a series of research projects including;(i) desk research of the socio-economic environment,(ii) competitor research and analysis,(iii) develop an understanding of the possible business models, and(iv) conduct purchaser research using qualitative and quantitative methods as the project requires.The students complete a draft of the first half of their Marketing Plan by mid-semester, receive feedback, and then complete the plan prior to the end of semester.
Specific Course RequirementsStudents in this course are expected to attend their tutorial class each week. See the 80% rule below.
Small Group Discovery ExperienceStudents will develop a marketing plan for a live client firm, on the basis of market theory, market research and
the potential strategic directions available to their client. Students will be responsible for presenting their findings in both written and oral form to their clients.
Students will work in groups of four. The preparation of a Marketing Plan is a demanding task. The clients (Adelaide firms and organizations) present a problem in week one of the course, groups are formed in tutorials, and work begins immediately on the market plan. Students need to attend each tutorial in the same time period each week.
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 Task Type Weighting Learning Outcome Bi-weeekly quizzes x5 Individual 25% 1, 3, 5 Draft Marketing Plan, sections 1,2,3 Individual 20% 1,2,3,4,5,6 Tutorial participation Individual 10% 1,2,3,4,5,6 Complete Marketing Plan Group 30% 1,2,3,4,5,6 Oral Presentation Individual 15% 5, 6
Assessment DetailBiweekly quiz (x5) 25% CLO: 1, 3, 5
Every two weeks a quiz will be posted on Canvas containing 10 multiple choice questions to be completed in 15 minutes. The questions will relate to the topic and lecture material from the previous 2 weeks plus any relevant questions from previously studied prerequisite Marketing subjects. The quiz will be available online from the Friday until the Sunday night. Failure to complete the quiz in the time period will result in a zero grade for that quiz. A medical certificate must be provided if a quiz is missed due to health reasons.
Students will be placed into groups in the first tutorial. Each group will be allocated a client that they must then produce a detailed marketing plan for. The plan will be submitted in two parts:
Draft Marketing Plan 20% CLO: 1, 2, 3, 4, 5, 6
This is the early stages of the plan and should only include sections 1, 2 and 3. Students must clearly show who within the group contributed what to the draft plan and each student will be marked based on their own individual content. On top of this, the group as a whole will receive feedback on the overall plan at this stage.
Complete Marketing Plan 30% CLO: 1, 2, 3, 4, 5, 6
Each group must submit a detailed plan for their client. The plan should follow the standards set out in the marketing plan guide and clearly address the needs of the client as well as being practical, realistic and based on good quality research. Plans are marked as a whole and marks awarded and adjusted based on peer reviews.
Oral presentation 15% CLO: 1, 2, 3, 4, 5, 6
Each group must give a 15 minute presentation of their marketing plan to the lecture, the client and the rest of the class.
Tutorial participation 10% CLO: 3, 4, 5
Tutorials are a major component of the subject and as such students are expected to attend all tutorials and be prepared for reach session by reading prescribed case studies and activities. Students will be marked each tutorial based on their preparation and engagement in tutorials, please be aware that mere attendance is not sufficient to gain a tutorial mark.
Quizzes x 5 25%
Week: 2, 4, 6, 8, 10.
Draft Marketing Plan, sections 1,2,3 only 20%
Due: 17.00 Friday Week 7
Complete Marketing Plan 30%
Due 17.00 Friday Week 10
Oral presentation 15%
Weeks 11, 12 (To be allocated based on group topic)
Tutorial participation 10% throughout semester
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.
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