Unit Outline Template

Swinburne College

Swinburne College Foundation Studies (Business)Course Codes: SF-BUS, SF-BUS1, SF-BUSEXTCRICOS : 059346J, 085469D, 085470M

Unit Outline

MKT00001MarketingSemester 2 2015

Please read this Unit Outline carefully. It includes:

PART AUnit summaryPART BYour Unit in more detailPART CFurther information

MKT00001 Marketing June 2015Swinburne College, Swinburne University of Technology CRICOS number 00111DPage 9 of 17PART A:Unit SummaryUnit Code(s)MKT00001

Unit TitleMarketing

Duration14 weeks

Total Contact Hours84

Pre Requisites:Nil

Credit Points0

Campus/LocationHawthorn

Mode of DeliveryFace to face

Assessment Summary Assignment Oral Presentation Test Exam

AimsTo provide participants with a practical knowledge of the fundamentals of marketing, and the role that marketing plays within an organisation.

Unit Learning OutcomesStudents who successfully complete this Unit should be able to:

1. Describe what is marketing and who within an organization performs marketing activities. Describe the importance of marketing to any organization: profit or non-profit. 2. Discuss the five marketing management philosophies. 3. Describe the role that planning plays in an organization, and be able to explain the difference between strategic and marketing plans. 4. Describe micro and macro environments and how they influence a marketing system. 5. Research an industry, and gain market size, market share, market growth and be able to conduct competitor analysis. Describe how an organisation gains opportunity through competitive advantage. 6. Conduct a situation analysis for an organization 7. Describe the importance of information as a resource to marketing and discuss the role and process of market research 8. Define segmentation, target marketing and how a product can be positioned within the market. 9. Explain the importance of understanding consumer behavior, as well as describing the types of consumers and the consumer decision making process. Understand the differences with business buying behavior. 10. Identify the elements of the marketing mix and how these elements change over a products life cycle.

Key Generic SkillsYou will be provided with feedback on your progress in attaining the following generic skills:

Fundamental skills People skills Thinking skills Personal skills Literacy Communication Discipline, Vocab and Expression

Content

Introduction to Marketing Five Marketing Management Philosophies Planning: Strategic and Marketing S.W.O.T Analysis Environmental Factors: Micro and Macro Market Analysis; market size, growth, share and competitor analysis Market Research Market Segmentation, Target Marketing, Positioning Consumer Behaviour Product, Price, Promotion,Place

PART B: Unit ImprovementsFeedback provided by previous students through the Student Survey has resulted in improvements that have been made to this unit. Recent improvements include:Updated solutions to current day developmentsUnit Teaching Staff NameRoleRoomPhoneEmailConsultation Times

Ian McMahonUnit ConvenerTD1949214 5102imcmahon@swin.edu.au TBA

Learning and Teaching StructureActivityTotal HoursHours per WeekTeaching Period Weeks

Lectures28 hours2 hoursWeeks 1 to 14

Tutorials56 hours4 hoursWeeks 1 to 14

Total 84 hoursTotal 6 hours

Week by Week Schedule WeekWeek BeginningTeaching and Learning ActivityStudent Task or Assessment

122 June 2015Introduction to Marketing and its importance to organization(s): profit and non-profit. Describing which staff performs marketing functions.Chapter 1: Text bookThe five marketing management philosophies.

229 June Describe the micro and macro factors in the marketing environment.Chapter 2: Text book

36 JulyRole of planning in an organisation. Difference between strategic and marketing plans.Chapter 2: text book

413 JulyMarket analysis; determining market definitions, size, growth, market share, competitors.Conduct a situation analysis for an organization. SWOT analysisNO required chapter

520 JulyMarket Research and the importance of information.Chapter 3: Text book

627 JulyConsumer BehaviourChapter 4: Text bookAssignment - 25%. Learning Outcomes 1, 4, 5, 6

73 AugustMarket Segmentation, Target Marketing and PositioningChapter 6: Text bookOral Presentation - 10%. Learning Outcomes 1, 4, 5, 6

810 AugustProductChapter 7: Text book

917 AugustPriceChapter 8: textbookTest - 15% Learning outcomes1, 2, 3, 4, 7

1024 AugustPromotionChapter 9: Text book

1131 AugustPlaceChapter 10: Text book

127 SeptemberRevision

1314 SeptemberRevision

1421 SeptemberExam Week Exam 50% Learning Outcomes 8, 9 and 10.

Assessmenta) Assessment Overview

Tasks and DetailsIndividual or GroupWeighting Unit Learning Outcomes that this assessment task relates toAssessment Due Date

AssignmentGroup25%1, 4, 5, 6End of week 6

Oral PresentationGroup/Individual10%1, 4, 5, 6End of week 7

TestIndividual15%1, 2, 3, 4, 7End of week 9

ExamIndividual50%8, 9, 10.End of week 14

b) Minimum requirements to pass this UnitTo pass this unit, you must: achieve at least 45% of the possible final marks for each Major Assessment Component, and achieve an aggregate mark for the subject of 50% or more, and achieve at least 45% in the final examIf you do not achieve at least 45% of the possible final marks for each Major Assessment Component you will receive a maximum of 44% as your total mark for the unit.c) Examination periods (1) The University must set aside a period, during each teaching period, for the conduct of official examinations. (2) Examinations may be held on any day of the week, including public holidays.(3) Examinations may be held at any time of the day, including evenings.(4) Examination period for Teaching Period 1, 2015 is Monday September 21st 2015 to Friday 25th September 2015.d) ExaminationsIf the unit you are enrolled in has an official examination, you will be expected to be available for the entire examination period including any Special Exam period. The exam is closed book, only a foreign English paperback book may be taken into the exam.e) Submission RequirementsAssignments and other assessments must be submitted through the Blackboard assessment submission system (Turnitin).Please ensure you keep a copy of all assessments that are submitted.An Assessment Cover Sheet must be submitted with your assignment. The standard Assessment Cover Sheet is available from the Current Students web site (see Part C).Turnitin in Blackboard will also be used as part of the assignment submission process. Submissions must be made by the specified time and date or a 10% penalty immediately applies.f) Extensions and Late SubmissionAssessment due dates are published in Unit Outlines at the start of the teaching period and will not normally be extended except where students had their studies adversely affected by acute illness, misadventure or other extraordinary cause or circumstance reasonably beyond their control. Students who need to request an extension of time to the due date for a piece of assessment (excluding end of teaching period final examinations) should contact their Unit Convenor directly to discuss their circumstances. Late Submissions - Unless an extension has been approved, late submissions will result in a penalty. You will be penalised 10% of the assessments worth for each calendar day the task is late, up to a maximum of 5 working days. After 5 working days a zero result will be recorded.

g) ReferencingTo avoid plagiarism, you are required to provide a reference whenever you include information from other sources in your work. Further details regarding plagiarism are available in Section C of this document.Referencing conventions required for this unit is Harvard referencing style.Helpful information on referencing can be found at http://www.swinburne.edu.au/lib/studyhelp/harvard-quick-guide.pdfh) Groupwork Guidelines A group assignment is the collective responsibility of the entire group, and if one member is temporarily unable to contribute, the group should be able to reallocate responsibilities to keep to schedule. In the event of longer-term illness or other serious problems involving a member of group, it is the responsibility of the other members to immediately notify the Unit Convenor or relevant tutor.Group submissions must be submitted with an Assignment Cover Sheet, signed by all members of the group.All group members must be satisfied that the work has been correctly submitted. Any penalties for late submission will generally apply to all group members, not just the person who submitted.Required Textbook(s)Elliot, G; Rundle-Thiele, S & Waller, D 2010, Marketing, 2nd edn, John Wiley and Sons Australia Ltd, Milton Qld (Marketing iStudy Guide Value pack included)This is a compulsory purchase.The eBook is a digital product, suitable for iPhones, iTouch, iPad, and MAC devices using the iTunes Vital source App. Also suitable for PC and Laptops.*At this time the eBook will not function on non-Windows devices that cannot use the iTunes App. Recommended Reading MaterialsThe Library has a large collection of resource materials, both texts and current journals. Listed below are some references that will provide valuable supplementary information to this unit. It is also recommended that you explore other sources to broaden your understanding.It is strongly recommended that you make yourself familiar with a range of databases available through the Swinburne library. Students should learn to use a number of these databases during their time at Swinburne. Other books:Kotler, Brown, Adam, Burton, Armstrong, Marketing 7th edition, Pearson Education: Australia, 2007Quester, McGuiggan, Perrault, McCarthy , Marketing; creating and delivering value 5th. Ed., McGraw Hill, Irwin: Australia 2007

PART C:FURTHER INFORMATION

For further information on any of the below topics, refer to Swinburnes Current Students web page http://www.swinburne.edu.au/student/.

Student CharterPlease familiarise yourself with Swinburnes Student Charter. The charter describes what students can reasonably expect from Swinburne in order to enjoy a quality learning experience. As students contribute to their own learning experience to that of their fellow students, the charter also defines the University's expectations of students. Student behaviour and wellbeingSwinburne has a range of policies and procedures that govern how students are expected to conduct themselves throughout the course of their relationship with the University. These include policies on expected standards of behaviour and conduct which cover interaction with fellow students, staff and the wider University community, in addition to following the health and safety requirements in the course of their studies and whilst using University facilities. All students are expected to familiarise themselves with University regulations, policies and procedures and have an obligation to abide by the expected guidelines. Any student found to be in breach may be subject to relevant disciplinary processes. Some examples of relevant expected behaviours are: Not engaging in student misconduct Ensuring compliance with the Universitys Anti-Discrimination, Bullying and Violence and Sexual Harassment requirements Complying with all Swinburne occupational health and safety requirements, including following emergency and evacuation procedures and following instructions given by staff/wardens or emergency response. In teaching areas, it is expected that students conduct themselves in a manner that is professional and not disruptive to others. In all Swinburne laboratories, there are specific safety procedures which must be followed, such as wearing appropriate footwear and safety equipment, not acting in a manner which is dangerous or disruptive (e.g. playing computer games), and not bringing in food or drink.BlackboardYou should regularly access the Swinburne Course Management System (Blackboard) available via http://ilearn.swin.edu.au. Blackboard is regularly updated with important Unit information and communications. CommunicationAll communication will be via your Swinburne email address. If you access your email through a provider other than Swinburne, then it is your responsibility to ensure that your Swinburne email is redirected to your private email address.PlagiarismPlagiarism is the action or practice of taking and submitting or presenting the thoughts, writings or other work of someone else as though it is your own work. Plagiarism includes any of the following, without full and appropriate acknowledgment to the original source(s): The use of the whole or part of a computer program written by another person; the use, in essays or other assessable work, of the whole or part of a written work from any source including but not limited to a book, journal, newspaper article, set of lecture notes, current or past students work, any other persons work, a website or database; The paraphrasing of anothers work; The use of musical composition, audio, visual, graphic and photographic models, The use of realia that is objects, artefacts, costumes, models and the like.Plagiarism also includes the preparation or production and submission or presentation of assignments or other work in conjunction with another person or other people when that work should be your own independent work. This remains plagiarism whether or not it is with the knowledge or consent of the other person or people. It should be noted that Swinburne encourages its students to talk to staff, fellow students and other people who may be able to contribute to a students academic work but that where independent assignment is required, submitted or presented work must be the students own.Enabling plagiarism contributes to plagiarism and therefore will be treated as a form of plagiarism by the University. Enabling plagiarism means allowing or otherwise assisting another student to copy or otherwise plagiarise work by, for example, allowing access to a draft or completed assignment or other work. Swinburne University uses plagiarism detection software (such as Turnitin) for assignments submitted electronically via Blackboard. Your Convenor will provide further details.The penalties for plagiarism can be severe ranging from a zero grade for an assessment task through to expulsion from the unit and in the extreme, exclusion from Swinburne. Consequently you need to avoid plagiarism by providing a reference whenever you include information from other sources in your work.Student supportYou should talk to your Unit Convenor or Student Services, for information on academic support services available for Swinburne students. Special consideration If your studies have been adversely affected due to serious and unavoidable circumstances outside of your control (e.g. severe illness or unavoidable obligation) you may be able to apply for special consideration (SPC). Applications for Special Consideration will be submitted via the SPC online tool normally no later than 5.00pm on the third working day after the submission/sitting date for the relevant assessment component.Special needsSometimes students with a disability, a mental health or medical condition or significant carer responsibilities require reasonable adjustments to enable full access to and participation in education. Your special needs can be addressed by Swinburne's Disability Services, who can negotiate and distribute an 'Education Access Plan' that outlines recommendations for university teaching and examination staff. You must notify the University Disability Liaison Officer of your disability or condition within one week after the commencement of a unit of study to allow the University to make reasonable adjustments.Review of marksAn independent marker reviews all fail grades for major assessment tasks. In addition, a review of assessment is undertaken if your final result is a marginal fail (45-49) or within 2 marks of a grade threshold.If you are not satisfied with the result of an assessment you can ask the Unit Convenor to review the result. Your request must be made in writing within 10 working days of receiving the result. The Unit Convenor will review your result against the marking guide to determine if your result is appropriate. If you are dissatisfied with the outcomes of the review you can lodge a formal complaint.Feedback, complaints and suggestionsIn the first instance you may discuss any issues with your Unit Convenor.If you are dissatisfied with the outcome of the discussions with the Unit Convenor or would prefer not to deal with your Unit Convenor, then you can complete a feedback form.AdvocacyYou are advised to seek advice from the staff at the Swinburne Student Amenities Association (SSAA) if you require assistance with any academic issues.

Assessment Details

Marketing Assignment

Due:Week 6 (Date and time will be confirmed later by the Convenor)Worth:25%Team:3 members per groupYou will be preparing a report on an Industry. Your teacher will provide details of the industry to be studied this teaching period. You are not permitted to study any industry other than that provided by your teacher. The industry chosen must be from one of the following:

1. Oral care. 2. Breakfast cereals. 3. Ice cream. 4. Jams and Spreads. 5. Biscuits. 6. Chocolate bars. 7. Cigarettes. 8. Dog food. 9. Yoghurt. 10. Soft drinks.

The report is divided into two sections, and will cover the following:

Part One: Market Analysis

Market Background Market size Market Growth Market share showing the share held by each of the competitors Discuss any two Environmental Factors currently affecting the industry.

Part Two: Company Analysis

Select one company within the Australian Industry to be studied. Company History and Background Company Operations - Describing the capabilities and resources of the company in terms of its size, resources, description of company operations etc. Locate and include the companys mission statement or business values. Evaluate the mission statement. SWOT Analysis

Refer appendix 1:explanation sheet that clearly describes what you will need to do to successfully complete each section.

Oral Presentation Due

Due:Week 7 (Date and time will be confirmed later by the Convenor)Worth:10%Team:3 members per group (pairs)Time:Presentation must run between 10-15 minutes in length

You will be doing this Oral Presentation in the same pair as for the assignment.You will be preparing an oral presentation for the industry that you have researched. The content for the presentation will come from the industry report that you completed. Each pair may decide which of the topics from the Industry Report that they will present to the class. You do not have to try and cover all areas from the report.

Each presentation will be awarded marks based on content, creativity of presentation and professionalism. You must dress as though you are attending a business interview. Gentlemen should wear suits and Ladies should wear appropriate business attire.

You are strongly encouraged to show pictures or bring along product samples to help illustrate your presentation.

Marketing Assignment Explanation

You should include each of the following bolded headings in your report..Executive Summary

This section should contain a brief summary of the report. While it sits at the beginning of the report before the table of contents it must be written at the completion of the report writing so that all aspects can be included in the summary. It needs to be clear, exciting and effective as a one page stand alone overview of the plan. It must state the main benefit of the report. Who would find this report useful and why? This section introduces the purpose of the report.

Table of Contents

Part 1

The Industry and Market This section is looking at the whole industry and market. It is very important to correctly define them both.It is very important that the industry is clearly defined. Please make sure that you do not change your industry definition part way through the assignment.

Industry history and Market background (Length: up to 1 Page)

Identify the industry and provide an overview of the events that have occurred in the industry in this country e.g. When did the market first begin in Australia? What are some of the critical occurrences during its history?

Market size (Length: 2 sentences)

The most recent annual figures in terms of revenue or units sold.Example: The size of the ____________ Market in Australia in 2008 was $700 million dollars and 450 million units sold.

Market growth (Length Table, Graph & 1-2 paragraphs for analysis)Show size of product market over a period of time. (5 10 years) The trend could be shown in a table and then a graph.

Example (Note: this is a specific example to the confectionary industry your example should relate to the industry you are studying):Confectionary

2007$11.8 million

2008$13

2009$13

2010$13.1

2011$13.2

A discussion of the trend also needs to be included. Please note that charts and trends should never be included in a business report without a discussion. Never assume that the reader will automatically understand the chart.

Market share (Length: Pie chart plus 1-2 paragraphs for description of the pie chart)Show the percentage market share held by each of the competitors in the market in a pie chart. As well as the pie chart you should include a discussion that describes what is being shown. e.g. The market is dominated by two key players who between them hold more than 60% market share.

Please note that all actual figures for market size, growth and market share should be included in the Appendices so that your teacher can verify the accuracy of your information.The information for market size, market growth and market share should only be sourced from Retail World.

Environmental Factors (Length: up to 4 paragraphs)Students should include two different examples of environmental factors that are currently affecting the Australian industry. The actual articles should be included in the Appendix. You need to provide a discussion that shows how this environmental factor is currently or likely to affect the industry in the near future. Please ensure that you are using Australian articles, and not downloading articles from US or UK journals, unless you can show relevance to the Australian industry. I have found that there are many macro environmental factors affecting the industry currently e.g Political, Technological, Cultural, Economic, but you may select micro or macro to discuss.

Part 2: Company Analysis

You can select any company in the relevant industry, as long as the company sells in Australia. It would be preferable if within the class each group investigated a different company.

Company History and Background (Length approx. 3-4 paragraphs)

Provide a history and background of the company. The discussion should show how the company is, any significant events during its history.

Company Operations (Length: Approx. 1 page)Describe the current capabilities and resources of the company in terms of its size and resources. Provide details about the range of brands that the company owns: include pictures or brand symbols where relevant in the Appendices.

Mission Statement (Length 1 Paragraph discussion)

You should include a copy of the mission statement or business values. If this is a long statement, it can be included in the Appendices. Students should then briefly evaluate the mission statement in terms of whether they think that it is a good statement. (See the handout on what a good mission statement includes. The information was taken from Kotler, Marketing 5th. Edition, Ch 2)

SWOT Analysis (Length: up to one page)

Students to conduct an analysis of their chosen company. There will be some information that may be difficult to get but you will be awarded marks for making reasonable assumptions.

Bibliography: Each reference must be correctly shown. Students can pick up a guideline for acknowledging websites from the library.

Report FormatThe report must be typed, preferably 1 spacing and use font size 12 and the report must be bound in some way. Do not hand in single pages.

ReferencingStudents must acknowledge sources of information and show quotes throughout the report. Failure to acknowledge sources of information can lead to failure of the report.Report Marking Guide: Students Name/s: __________________________________________________Mark ______________CriteriaWeightPoor

Satisfactory

Very Good

Market Background, Market size, growth, market share20Extremely limited discussion of industry and market. No time line of important events in the industry or market is discussed.

Retail World is not used as instructed as the source for Market size, Market growth and Market share figures, and /or figures are not correct.

The industry is defined. Important events are mentioned. Overall discussion is brief and limited to discussion of one companys history.

Retail World is referenced for some of the data. Market size, Market growth & market share are presented clearly. Some calculations and figures are incorrect. Discussion on the market size, growth and share are included with some analysis.The industry & market are very clearly explained with time line and key players discussed. Important events that occurred in this industry are categorically outlined. Retail World is referenced for this section. Market size, Market growth & market share clearly depicted. The data is clearly represented in a table /graph and colour pie chart. Discussion based on the data demonstrates critical analysis.

Environmental Factors20Discussion is poorly organised and difficult to follow. Some environmental factors are mentioned but no clear understanding and analysis. Articles are not included OR no reference to any articles.Discussion does not clearly state how these environmental factors affect the industry.One/Two environmental factors are highlighted that affect the Australian industry. Articles may not be Australian articles.Clear discussion on two different environmental factors that affect the Australian industry .

The actual Australian articles included in the appendix for reference.

Company History & operations, Mission Statement20Superficial or simplistic discussion of the company. Little to No background information on company and its operation is provided.

Mission statement is inaccurately presented or analysed.Satisfactory discussion on one company (based in Australia) in the same industry. History/ background & company operations of the company are presented.

Mission statement is included.Good discussion based on an Australian company in the same industry. History, background & company operations are clearly explained with reference to the company website / source. Significant events of the company have also been included in the discussion. Mission statement is included and analysed.

SWOT Analysis20Strengths, weaknesses, opportunities & threats are poorly stated. With little analysis. Strengths, weaknesses, opportunities & threats are presented clearly.Strengths, weaknesses, opportunities & threats are logically presented clearly and critically evaluated.

Written report style grammar & referencing20Presentation of the report is unprofessional. Little attention to grammar & spelling. Little or no attempt at in text referencing.Report is clearly & appropriately presented professionally. Minimal grammar & spelling errors. Moderate attempt at in text referencing.Report is professionally presented with clear layout & colour diagrams. Little or no grammar & spelling errors. Professionally edited. Exceptional use of in text referencing.

Total100%Less than 5050 to 74 75 to 100

Presentation Marking Guide CriteriaWeightPoor

Satisfactory

Very Good

Verbal communication &non verbal communication40%Speakers not clear. Monotonous presentation. Minimal eye contact, reading from notes/visual aid, audience switched offSpeakers were clear. Moderate variation of voice during the presentation. Moderate eye contact with the audience. Minimal use of notes. Attempt at originality / creativity. Attempts to build rapport with the audience.Confident and professional speech.Good / excellent eye contact with the audience. Little or no reference to notes. Original and creative presentation. Good or excellent rapport with the audience.

Level of creativeness/use of visuals &/or product samples20%No supporting visual aids, graphics or support material to increase audience understanding.Moderate, relevant and timely use of visual aids, graphics and support material, increasing audience understanding. Attempt at including product samples.Confident & Creative use of quality visual aids, graphics and support material, furthering audience understanding. Excellent use of including product samples in the presentation

Professional Appearance and time management20%Unprofessional and distracting mannerisms and neatness of dress. Not taking the presentation seriously. Poor time management. Appropriately dressed for the delivery of the presentation. Professional conduct of presenting the material. Acceptable mannerism and body language. Timing close to correct. Dressed in business attire. Exceptional and very professional presentation. Body language displayed similar to a business scenario. Impeccable time management.

Level of content detail presented & logical flow of presentation20%Does not have a grasp of the subject information, cannot answer audience questions clearly.Clear, acceptable and relevant information presented. Speakers moderately answering audiences questions briefly.Logical, relevant and extensive knowledge of theory and subject material displayed. Full knowledge of information, able to elaborate easily and provide thorough answers.

Total100%Less than 5050-7475-100

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