MANAGEMT 7124OL - Marketing for Managers

Online - Online Teaching 3 - 2021

Marketing lies at the core of all enterprise activity. Whatever the character or size of your entity, its revenue and resources can come from only one place - the marketplace. Whether the enterprise is Private or Public Sector, Not for Profit or Start-up, all enterprises are dependent on interactions with customers, donors, buyers or clients. This is the central tenet to marketing. In larger enterprises it is marketing managers who are primarily responsible for keeping their company close to these 'customers'. In the majority of today's enterprises this thinking is embedded into many roles. This course offers an introduction to marketing thought and action. The course explains the nature and purpose of marketing and the fundamentals of each of the most important marketing tasks. It analyses the need for customer orientation, the evaluation of markets and the targeting of market opportunities. It examines consumer and 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.

  • General Course Information
    Course Details
    Course Code MANAGEMT 7124OL
    Course Marketing for Managers
    Coordinating Unit Adelaide Business School
    Term Online Teaching 3
    Level Postgraduate Coursework
    Location/s Online
    Units 3
    Available for Study Abroad and Exchange N
    Course Description Marketing lies at the core of all enterprise activity. Whatever the character or size of your entity, its revenue and resources can come from only one place - the marketplace. Whether the enterprise is Private or Public Sector, Not for Profit or Start-up, all enterprises are dependent on interactions with customers, donors, buyers or clients. This is the central tenet to marketing.
    In larger enterprises it is marketing managers who are primarily responsible for keeping their company close to these 'customers'. In the majority of today's enterprises this thinking is embedded into many roles.
    This course offers an introduction to marketing thought and action. The course explains the nature and purpose of marketing and the fundamentals of each of the most important marketing tasks. It analyses the need for customer orientation, the evaluation of markets and the targeting of market opportunities. It examines consumer and 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.
    Course Staff

    Course Coordinator: Associate Professor Steve Goodman


    Program Coordinator contact details: MBA Online

    Name: Assoc. Prof. Graciela Corral de Zubielqui

    Email: graciela.corraldezubielqui@adelaide.edu.au
    Course Timetable

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

  • Learning Outcomes
    Course Learning Outcomes
    Upon completion of this course/subject, students will be able to:

    1.  Use appropriate marketing frameworks to analyse the performance and current situation of an enterprise to assist in making decisions related to marketing.

    2.  Examine marketing practices and relevant data to formulate strategic recommendations to improve enterprise performance

    3.  Evaluate information related to enterprise performance critically to synthesise new knowledge to guide management decisions

    4.  Critique marketing strategies and communicate issues and problems using relevant theories, concepts and methods
    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
    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
    1,2,3,4
    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
    2,3,4
    Career and leadership readiness
    • technology savvy
    • professional and, where relevant, fully accredited
    • forward thinking and well informed
    • tested and validated by work based experiences
    1,2,3,4
    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
    2,3,4
    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
    3, 4
  • Learning Resources
    Required Resources
    Marketing for Managers Custom Text TBA
    Online Learning
    The course is delivered over a 6 week period. ‘Time’ is one of our most precious resources and to cover an MBA Course in that time needs planning. This link provides some ideas on Time Management.

    The Course is more than absorbing information. The activities and interactions are designed to help you synthesise and be able
    to apply them. Discussion with others, sharing different perspectives through the tutorials and Discussion Board is a great way to hone your ideas, test interpretations and enjoy the journey.

  • Learning & Teaching Activities
    Learning & Teaching Modes

    No information currently available.

    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.

    Students should allocate approximately 25 hours per week to
    accomplish the Learning Outcomes for this intensive Course. In total the
    Course is estimated to require 156 hours for completion.

    Additional reading is provided for student extension.

    Learning Activities Summary

    Over the next 6 weeks, you will need to work through the 6 modules.
    Each week you will need to:

    - work through the content
    - complete the readings (additional readings are optional)
    - participate in the discussion board/s including Zoom discussions
    - watch the videos (where available)listen to podcasts (where available)
    - complete activities (including quizzes)
    - undertake a range of self-assessments and learning reflections (Personal Learning Reflections)
    - attend online tutorial (zoom session)
    - attend to relevant assessment tasks and
    - ensure assessments are submitted by the due dates

    Specific Course Requirements

    Students will need to be able to;

    - Navigate their way around this course environment.
    - Use search engines to locate designated content on the Internet.
    - Download software applications to your computer.

  • 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 Task Task Type Due Weighting Learning Outcome
    1. a) Online Quiz Quiz - 10 Questions
    Summative

    End of Week 2

    10% 1,3,4
    1. b) Online Quiz Quiz - 10 Questions
    Summative
    End of Week 4 10% 1,3,4
    2. Marketing Profile Report Summative End of Week 3 35% 1,2,3,4
    3. Marketing Report for Senior Management Summative End of Week 5 35% 1,2,3,4
    4. Marketing Report Reflective Practice Summative End of Week 6 10% 1,2,3,4

    In order to pass this course - each assessment must be submitted
    Assessment Related Requirements
    The submission of all the assessments is a requirement to pass the course.

    The Assessments are two quizzes, two written assignments, one Reflection Journal. The latter is one of a series to be created for each Course in the MBA (Online) to consolidate your learning, provide a future focus and inform your choice of the Program's final research project.

    Activities and reflections leading into the assignments are built into the Course, which will take approximately 40% of your time.

    Within this course you have the opportunity to capture your personal reflections. These are not assessed but are designed to inform and develop your assignments and learning.

    The University Assignment Cover sheet with student details and the signed student declaration that the work is their own, and that the University has the right to access the electronic version of the assignment must be submitted with each assignment.

    Applications for extensions must comply with University policy and submitted prior to the due date.
    Late submissions will be subject to University policy.
    Assessment Detail
    Assignment 1a and 1b

    Each is a 10 question multiple-choice quiz
    designed to examine your understanding of the key concepts covered to that
    point.

    DUE: End of Week 2 and Week 4



    Assignment 2

    In 2000 (±10%) words, using an enterprise with which
    you are familiar (your employer, for example) you are required to prepare a
    Marketing Profile Report (with an executive summary, table of contents and
    appendices). Using the learning from Modules 1 to 3 you need to discuss:

    1. A definition of the needs (in marketing terms)

    2. What is the orientation toward the marketplace?

    3. What are the major marketing research issues faced (information needed, how it might be collected)?

    4. What are the major competitive issues facing the company? (dot points)

    Note – ToC and Appendices are not included in the word count.

    2000 Words

    Due End of Week 3


    Assignment 3

    Your Managing Director is considering your enterprise’s direction for the next 5 years. They are aware of you undertaking this course in your MBA and have asked you to prepare a document that provides a summary of the enterprise’s marketing – along with any thoughts you may have as to how aspects of this are in need of change or in fact support the current operations.

    To some extent, this is a report on the marketing plan, along with suggestions of what you believe should be actioned to achieve goals.

    Using your Marketing Profile Report as the basis, structure your report 2000 word (±10%) to include an executive summary, an
    introduction that outlines key areas of concern needing action and elements you believe the best present your argument. This might include dealing with each of the areas of price, product, promotion and distribution – along with people, processes and physical evidence. Alternatively, you may target your recommendations to meet objectives best through only selected areas. Remember that not everything always needs to, nor can be, actioned.

    Use any of the frameworks presented in the text and readings to justify your opinion – remember, the purpose of using theory or frameworks is to support and justify your opinion rather than relying on others to simply trust your expertise.

    Note – ToC and Appendices are not included in the word count.

    2000 Words

    DUE End Week 5



    ASSIGNMENT 4

    Reflecting on your learning from this course, looking at the activities you have undertaken and the times you have looked at your own enterprise.

    What are the key areas of Marketing Thought and Frameworks from the learning you believe your CEO/enterprise owner could introduce to assist in using marketing thinking and orientation moving forward? Discuss what they are, and why they would assist.

    800 words

    DUE End of Week 6
    Submission
    All text based assignments must be submitted via MyUni.

    Please refer to step by step instructions: MyUni Learning Centre

    There are a few points to note about the submission of assignments:

    Assignment Submission: Assignments should not be emailed to the instructor; they must be lodged via the MyUni Course site (unless specified to do both). Note that assignments may be processed via TURNITIN, which is an online plagiarism prevention tool.

    Cover Sheet: Please include in the assignment a completed University of Adelaide Assessment Cover Sheet providing details of yourself and your team members (if applicable), your assignment, the course, date submitted, etc. as well as the declaration signed by you that this is your (your team’s) work. Note that the declaration on any electronically submitted assignment will be deemed to have the same authority as a signed declaration.

    Backup Copy of Assignments: You are advised to keep a copy of your assignments in case the submitted copy goes missing. Please ensure that all assignment pages are numbered. If your assignment contains confidential information, you should discuss any concerns with the Course Lecturer prior to submission.

    Extensions of Time: An application for Assessment Extension should be made well before the due date of the assignment to the Course Lecturer. Normally, extensions will only be granted for a maximum of two weeks from the original assignment submission date. Extensions will only be granted in cases of genuine medical, compassionate or extenuating circumstances.

    Failure to submit: Failure to submit an assignment on time or by the agreed extension deadline may result in penalties and may incur a fail grade. Note that a late penalty of 5% of the total available marks for that assessment item will be incurred each day an assignment is handed in late (Unless otherwise stated in 'Assessment Related Requirements' or 'Assessment Detail' above). Assignments handed in after 14 days from the due submission date will fail even if a 100% mark is granted for the work.

    Resubmission & Remarking
    Resubmission of an assignment for remarking after reworking it to obtain a better mark will not normally be accepted. Approval for resubmission will only be granted on medical or compassionate grounds. All assignments must be submitted by Sunday night, 11:59pm of the week in which they are due.
    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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