CRICOS Provider Code: 00586B

Tasmanian School of Business and Economics

BMA351 MARKETING MANAGEMENT

(HKUE)

Semester 2, 2018

Unit Outline

Dr Lin Yang

© The University of Tasmania 2018

CONTACT DETAILS

Unit coordinator

Unit coordinator: Dr Lin Yang

Campus: Sandy Bay

Email: l.yang@utas.edu.au

Phone: +61 3 6226 2743

Room location and number: Room 322, Centenary Building, Sandy Bay Campus

Consultation: TBA

Other teaching staff

Lecturer: Mr Joseph Yim

Campus: HKUE

Email: josephyim@hkue.edu.hk

Room location: Consultation Room, 8/F, Union Park Centre

Consultation: TBA

Page 1 BMA351 Marketing Management

CONTENTS

WHAT IS THE UNIT ABOUT? 2

UNIT DESCRIPTION 2

INTENDED LEARNING OUTCOMES 2

HOW WILL I BE ASSESSED? 3

ASSESSMENT SCHEDULE 3

ASSESSMENT DETAILS 3

WHAT LEARNING OPPORTUNITIES ARE THERE? 6

RESOURCES 6

ACTIVITIES 7

UNIT SCHEDULE 9

ACCREDITATION 9

AACSB ACCREDITATION 9

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NOTICE

This Unit Outline refers to the Unit Outline Essential Information resource which

includes information, policies and requirements relevant to this unit. You must read

the Essential Information resource as it is considered part of this Unit Outline.

WHAT IS THE UNIT ABOUT?

Unit description

The demand for trained, experienced and effective marketing practitioners is growing.

Marketing is a discipline that seeks to ‘make sense’ of the commercial world around us,

a skill that can benefit any enterprise. As such, more and more firms (including

government agencies and non-profit organisations) are seeking people capable of

putting marketing theory into practice by formulating and implementing effective

marketing plans.

This unit introduces you to the theories underpinning marketing strategy, and their

role in the development of an effective marketing plan. This unit also allows you to

integrate and apply the knowledge gained in your previous studies to solve real-world

marketing problems.

Intended Learning Outcomes

On completion of this unit, you will be able to:

1. Demonstrate knowledge of the theories and concepts of marketing strategy.

2. Apply marketing strategy theory and independent research to contemporary

marketing strategy issues.

3. Communicate marketing strategy theory and practice.

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HOW WILL I BE ASSESSED?

Assessment schedule

Assessment task Date due Percent weighting

Links to Intended Learning Outcomes

Assessment Task 1:

Marketing Plan Part 1 – Strategic Analysis Report

Monday 27 August 12.00 pm

(Hong Kong Time)

20% 1, 2, 3

Assessment Task 2:

Marketing Plan Part 2 – Strategic Marketing Plan

Monday 8 October 12.00 pm

(Hong Kong Time)

30% 1, 2, 3

Assessment Task 3:

Class Participation & Discussion In-class 10% 1, 2, 3

Final Exam Exam period 40% 1, 3

Assessment details

Assessment task 1

Task description Strategic Analysis Report Part of the strategic marketing planning process involves identifying and justifying an appropriate opportunity for your company, in order for it to grow. For this assessment, students will assume a role of the marketing manager for a chosen company that sells products in Hong Kong. Students conduct a situational analysis and a SWOT analysis, identify the target market/s, and present his/her product idea, which usually form sections of the marketing plan. This should be divided into the following sub-sections:

1. Market Analysis 2. Competitor Analysis 3. Macro-environmental Analysis 4. SWOT Analysis 5. Target Market Identification 6. Recommendations

This is an individual assessment. Assessment 1 Brief providing more details on the project will be available on MyLO.

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Criterion Measures Intended

Learning Outcome:

Criterion 1 Assessment criteria will be available on MyLO.

1, 2, 3

Task length 1500 words, excluding reference list and appendices.

Due by date Monday 27 August 10.00 am (Hong Kong Time)

Assessment task 2

Task description Strategic Marketing Plan

Using the same business idea (or modified idea) from Assessment 1, Assessment 2 concentrates on your recommendations and what you think the company should do over the next 12 months. It focuses on the implementation aspect of the marketing plan. This should be divided into the following sub-sections:

1. Positioning strategy

2. Marketing objectives

3. Marketing Mix Programmes

4. Projected Marketing Expenses

5. Evaluation and Controls

6. Action Programmes This is an individual assessment. Assessment 2 Brief providing more details on the project will be available on MyLO.

Criterion Measures Intended

Learning Outcome:

Criterion 1 Assessment criteria will be available on MyLO.

1, 2, 3

Task length 2500 words, excluding reference list and appendices.

Due by date Monday 8 October 10.00 am (Hong Kong Time)

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Assessment task 3

Task description Class Participation and Discussion

All students will actively participate in class discussions. Class participation will be assessed by your ability to analyse and discuss the weekly case study or discussion topic, and contribute to general class discussions, applying relevant marketing management theories and concetps. Each tutorial participation (Weeks 2 to 11) is worth a total of one (1) mark, making a total of 10 marks over the semester. The overall mark for this part of the assessment will be provided at the end of semester when all tutorials are completed.

Criterion Measures Intended

Learning Outcome:

Criterion 1 Participate in oral discussions 3

Criterion 2 Explain marketing management theories and practices using real-world cases

1, 2

Task length In-class

Due by date In-class

Final Exam

Description / conditions

The final exam is worth 40 percent of the overall assessment. Students must answer a compulsory question in Section A and answer two out of three questions in Section B.

Criterion Measures Intended

Learning Outcome:

Criterion 1 Lecturer to discuss with students 1, 3

Duration 2 hours

Date The final exam is conducted by Student Admin in the formal examination period. See the Examinations and Results page on the University’s website, or access your personal exams timetable by logging into the eStudent Centre - Personal Exams Timetable for specific date, time and location closer to the examination period.

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WHAT LEARNING OPPORTUNITIES ARE THERE?

Resources

Required readings

You will need the following text:

Marshall, Greg W. and Johnston, Mark. W. (2015), Marketing Management, 2nd ed.

McGraw Hill Education, New York, USA.

Recommended readings

Aaker, David A. (2008), Chapter 9: Building and Managing Brand Equity, Strategic

Marketing Management, 8th ed, John Wiley & Sons, Inc., pp.157-175.

Best, Roger J. (2009), Chapter 9: Marketing Channels and Channel Mapping, Market-

Based Management: Strategies for Growing Customer Value and Profitability, 5th ed.,

Pearson Prentice-Hall, pp.279-305.

Cravens, David W. and Piercy, Nigel F. (2009), Chapter 11: Pricing Strategy, Strategic

Marketing, 9th ed., McGraw-Hill Irwin, pp.347-371

Crawford, C. Merle and Di Benedetto, C. Anthony (2006), Chapter 2: The New

Products Process, New Products Management, 8th ed., McGraw-Hill Irwin, pp.23-40,

45-46.

Ferrell, O.C. and Hartline, M.D. (2013), Marketing strategy, 6th ed, Cengage Learning,

Mason, OH.

Guiltinan, Joesph P. and Paul, Gordon W. (2005), Chapter 3: Marketing Analysis,

Marketing Management Strategies and Programs, 3rd ed., McGraw-Hill, pp.51-80.

Healy, Genevieve (2008), Chapter 10: Marketing Program Evaluation, Strategic

Marketing Analysis, Thomson, pp.179-201.

Kotler, Philip and Keller, Kevin Lane (2009), Chapter 17: Designing and Managing

Integrated Marketing Communications, Marketing Management, 13th Edition, Pearson

Prentice-Hall, pp.486-495.

Kotler, Philip and Kevin Lane Keller (2009), Chapter 18: Managing Mass

Communications, Marketing Management, 13th ed., Pearson Prentice-Hall, pp.496-529.

Mullins, John W. and Walker Jr., Orville C. (2013), Marketing Management: A Strategic

Decision-Making Approach, 8th ed., McGraw-Hill Irwin, New York, USA.

Reed, P 2015, Strategic marketing: decision making and planning, 4 th edn, Cengage, Melbourne.

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Journals and Periodicals:

Australasian Marketing Journal

European Journal of Marketing

Business Review Weekly

Journal of Marketing Management

Journal of Marketing

Journal of Strategic Marketing

Journal of the Academy of Marketing Science

Industrial Marketing Management

Marketing Science

International Marketing Review

Journal of Business and Industrial Marketing

Journal of Services Marketing

Reading Lists

Reading Lists provide direct access to all material on unit reading lists in one place.

This includes eReadings and items in Reserve. You can access the Reading List for this

unit from the link in MyLO, or by going to the Reading Lists page on the University

Library website.

Activities

Details of teaching arrangements

This unit is delivered using weekly lectures accompanied by weekly tutorials

throughout 13 weeks of the semester. Each week there will be one two-hour lecture

and one one-hour tutorial. Development of subject-specific knowledge and skills are

introduced in lectures and further developed through tutorials and readings. You are

expected to participate actively and positively in the teaching environment. In this

unit, theory and practice go together, and therefore, you must read the assigned

readings in advance to be able to use it in the lectures and tutorials.

You need to note that these sessions do not cover all there is to learn about the topic

area. You will need to study further those areas by sourcing and reviewing additional

readings relevant to the topic available in the books and journals suggested under

“Recommended Readings.” Similarly, it is not possible to cover in sessions all the

material contained in the prescribed text. However, all material in the prescribed text

forms the subject matter of discussion in the sessions and may be subject to formal

assessment in the final examination. It is expected that you review the learning

material (e.g., lecture slides, text book, and additional required readings) relevant to

the corresponding topic prior to attending the session.

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The lecture slides and tutorial materials will be uploaded on MyLO on a weekly basis.

Prior to coming to the class, you are required to have reviewed the chapter(s) from the

prescribed textbook or uploaded readings, and related slides. You are also required to

have read case studies and prepared for tutorial questions and exercises before

attending each tutorial. Tutorial activities will focus on an interactive student-centred

discussion of questions and case studies (if applicable for the week). Tutorials will

commence in Week 2, the week beginning 23 July.

Specific attendance/performance requirements

In this unit, your active engagement will be monitored in the following way:

1. Attending scheduled lectures and tutorials

2. Actively participating tutorial activities

If you do not demonstrate evidence of having engaged actively with this unit by completing these two activities by Week 4 of semester, your enrolment may be cancelled or you may be withdrawn from the unit.

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Unit schedule

WEEK DATE BEGINNING TOPIC/ MODULE/ FOCUS AREA ACTIVITIES RESOURCES/

READINGS/ FURTHER

INFORMATION

1 16 July Unit Overview & Marketing Strategy

Lecture Ch. 2

2 23 July Strategic Marketing Analysis Lecture & Tutorial Ch. 2 & Reading on MyLO

3 30 July New Product Development (NPD) & Innovation

Lecture & Tutorial Ch.7 & Reading on MyLO

4 6 August Branding & Positioning Lecture & Tutorial Ch. 6 & 8

5 13 August Understanding Consumers Lecture & Tutorial Ch. 4

6 20 August Product & Service Decisions Lecture & Tutorial Ch. 7 & 9

7 27 August Pricing Decisions Lecture & Tutorial Assessment 1 Due

27 August 12.00 pm

Ch. 10

Mid-semester break: 3 September to 7 September (inclusive)

8 10 September Distribution Decisions Lecture & Tutorial Ch. 11

9 17 September Communication Decisions Lecture & Tutorial Ch. 12, 13 & 14

10 24 September Evaluation & Control Lecture & Tutorial Ch.16 & Reading on MyLO

11 1 October Internationalisation Strategies Lecture & Tutorial Ch. 15

12 8 October Marketing & Ethics Lecture & Tutorial Assessment 2 Due

8 October 12.00 pm

Reading on MyLO

13 15 October Unit Summary & Exam Briefing

Lecture & Tutorial

Examination Period: 27 October to 13 November (inclusive)

ACCREDITATION

AACSB Accreditation

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The Tasmanian School of Business and Economics (TSBE) is currently in the process of

applying for business accreditation with the Association to Advance Collegiate Schools

of Business (AACSB) – the lead program for accrediting business schools globally.

AACSB seeks to connect educators, students, and business to achieve a common goal –

to create the next generation of business leaders.

By joining AACSB and going through the accreditation process, TSBE is joining a

global alliance committed to improve the quality of business education around the

world, and to share the latest innovations in business education. Gaining Business

Accreditation with AACSB is a multi-year process involving TSBE demonstrating our

performance against the 15 accreditation standards.

Once complete, TSBE will join a select community of accredited business schools, with

only 7% of all business schools globally having completed the AACSB process. This

will further enhance the reputation of TSBE, and further enhance the global

recognition of your qualifications. To find out more about AACSB click here.