MKTG5009 Marketing for Managers Trimester 2, 2016 · PDF filedoes this compare to Coke on p251...

Unit study package code: MKTG5009

Mode of study: Fully Online

Tuition pattern summary: This unit does not have a fieldwork component.

Credit Value: 25.0

Pre-requisite units: Nil

Co-requisite units: Nil

Anti-requisite units: Nil

Result type: Grade/Mark

Approved incidental fees: Information about approved incidental fees can be obtained from our website. Visit fees.curtin.edu.au/incidental_fees.cfm for details.

Unit coordinator: Title: DrName: Brian HandleyPhone: +61 8 9266 9188Email: [email protected]: Building: P01 - Room: 111

Teaching Staff: Name: Brian HandleyPhone: +61 8 9266 9188Email: [email protected]: Building: P01 - Room: 111

Administrative contact: Name: Margot Stacy JavilloPhone: 08 9266 1205Email: [email protected]: Building: P01 - Room: 117

Learning Management System: Blackboard (lms.curtin.edu.au)

Unit Outline

MKTG5009 Marketing for Managers Trimester 2, 2016

Curtin Business School (CBS) Curtin Graduate School of Business

MKTG5009 Marketing for Managers Perth City Campus 27 Apr 2016 Curtin Graduate School of Business, Curtin Business School (CBS)

Page: 1 of 12CRICOS Provider Code 00301J

The only authoritative version of this Unit Outline is to be found online in OASIS

http://fees.curtin.edu.au/incidental_fees.cfm

http://lms.curtin.edu.au/

Acknowledgement of Country We respectfully acknowledge the Indigenous Elders, custodians, their descendants and kin of this land past and present.

Syllabus Marketing’s central role in creating, communicating, capturing and sustaining value in organisations. The unit employs an integrated marketing management framework, studying marketing in its local and global context. Comprehensive content and associated resources are designed with a view to applying the principles of marketing management across a wide range of organisational contexts.

Introduction This unit is delivered in fully online mode.

This unit focuses on the fundamental issues within marketing and is aimed at students who have not previously studied marketing or who have had limited exposure to marketing in their work. It aims to increase knowledge and understanding of marketing, covering the evolution of the marketing concept, its current application and future developments, with a view to developing students' judgment when applying marketing concepts to practical settings.

Unit Learning Outcomes All graduates of Curtin University achieve a set of nine graduate attributes during their course of study. These tell an employer that, through your studies, you have acquired discipline knowledge and a range of other skills and attributes which employers say would be useful in a professional setting. Each unit in your course addresses the graduate attributes through a clearly identified set of learning outcomes. They form a vital part in the process referred to as assurance of learning. The learning outcomes tell you what you are expected to know, understand or be able to do in order to be successful in this unit. Each assessment for this unit is carefully designed to test your achievement of one or more of the unit learning outcomes. On successfully completing all of the assessments you will have achieved all of these learning outcomes.

Your course has been designed so that on graduating we can say you will have achieved all of Curtin's Graduate Attributes through the assurance of learning process in each unit.

Curtin's Graduate Attributes

On successful completion of this unit students can: Graduate Attributes addressed

1 Apply key marketing concepts, theories and techniques for analysing a variety of marketing situations, relating knowledge from several areas

2 Critically evaluate and reflect upon specific marketing decisions and marketing strategies and make choices based on reasoned argument

3 Review and apply international trends with regard to the theory and practice of marketing management principles

4 Interpret and apply relevant theoretical and conceptual frameworks and develop a solution with regard to an applied project

Apply discipline knowledge Thinking skills (use analytical skills to solve problems)

Information skills (confidence to investigate new ideas)

Communication skills Technology skillsLearning how to learn (apply principles learnt to new situations) (confidence to tackle unfamiliar problems)

International perspective (value the perspectives of others)

Cultural understanding (value the perspectives of others)

Professional Skills (work independently and as a team) (plan own work)

Find out more about Curtin's Graduate attributes at the Office of Teaching & Learning website: ctl.curtin.edu.au





http://ctl.curtin.edu.au/

Learning Activities The Learning Activities in this unit consists of a blend of case studies, discussions and online resources. The MfM team are here primarily to make sure you achieve the learning outcomes of this module over the 12 weeks but the planned activities are designed not only to work towards set learning objectives, but also to make your learning experience enjoyable! To do this we expect students to be prepared for activities online and to bring real life examples from current affairs into the weekly discussions.

The blend of different assessments introduces students to different interactions with other students and directly with the Lecturer. In this Unit, we make full use of Blackboard facilities such as journals, wikis and collaborate sessions.

Learning Resources Essential texts

The required textbook(s) for this unit are:

l Fahy and Jobber (2015) FOUNDATIONS OF MARKETING 5e This is an essential book and the code within the book allows access to a range of supporting electronic resources. (ISBN/ISSN: 9781743766460)





Assessment Assessment schedule

Detailed information on assessment tasks

1. Detailed information on assessment tasks

1. Assessment 1: Individual Assessment.

You are required to write a learning journal every two weeks. This journal is your own space online and can only be seen and commented on by you and the Lecturer. You are expected to write 250+10 words every 2 weeks: although this requires a relatively constant interaction, you are able to post at any point in the 2 week period or even more in advance if you are working away from home or travelling: please consider the Sunday deadline is the LAST date for the journal post to be submitted: you may submit any time before then. Each of the Journal posts has a specific topic that you need to focus on. The focus of each journal post is: Week 2: What is marketing? Describe a company you think is really good at marketing and explain why? Do you think that the success is environment dependent and why? Compare this to HiDesigns on p57: does the marketing environment affect both companies similarly?. Week 4. Describe a significant purchase you have made in the past few years (either a car or other significant purchase). What was the process you went through? How does this compare to an organizational buyer for cars as per the FIAT case study on p84? Week 6: Pick one product or brand you admire. Unpick the core, actual and augmented elements: which elements of these affect your purchase intention most? Compare this to Rolex in the case study on p138: how does Rolex use the core/ actual and augmented products differently or the same as the product or brand you chose?. Week 8: Describe a poor service you have experienced. What could the company have done to improve this? Compare this to IKEA on page 194: what is it that IKEA do that the other company does not do? Week 10: Choose a brand that has a successful Integrated Marketing Strategy: what do they do well? How does this compare to Coke on p251 and Skoda on p280? Week 12: Reflect on your learning throughout this Unit. What have you learnt about marketing that is different to, or the same as, your expectations. When you reflect on what you have learnt, compare this to your initial answer on “what is marketing”, has your view changed? In each weeks post you are required to also answer the following in less than 10 words in total: Key learning point: Most surprising learning point: You will receive short formative feedback in your journal post every time: as well as indicative grades after the

Task Value % Date DueUnit Learning Outcome(s)

Assessed

1

Written Analysis and Discussion 30 percent Week: weeks 2,4,6,8,10, 12 Day: Sunday Time: 17:00

1,3

2

Case Study 35 percent Week: Weeks 5 and 6 OR Weeks 7 and 8 Day: Monday and Sunday Time: 17:00

1,2

3Applied Project 35 percent Week: Week 12

Day: Sunday Time: 17:00

1,2,4





second and final posts.

2. 2. Assignment 2 (Individual assignment)

In this assignment you will choose 1 out of 2 case studies (Tata Nano motor vehicle or Voss Artesian Water). This gives you flexibility to choose the date you do this assignment within certain parameters. This must be undertaken EITHER in weeks 5 and 6 OR in weeks 7 and 8. Please check the dates carefully and ensure you know which case study you will choose. There will be 2 case studies available for this assignment. You will need to select 1 of these, and write an 1000 word answer to the questions in the case study. You will then post this up on BB under the discussion thread on Day 1, i.e. Monday of the first week (that is week 5 or week 7). After posting your own answer, read other people’s answer: then over the next 2 weeks you will need to discuss the case study in the discussion forum posting at least 3, and not more than 5, responses to develop the analysis of the case study. After the discussions, you will need to submit (via turnitin): a) your original post, plus (b) an additional section of no more than 500 words saying what you have learnt from the discussion forums (what did you learn / or not cover in your initial post that others did), plus (c) a copy of your posts made on the discussion forum. Your final grade will be made up of your initial post (50%, your discussions 25% and your reflective 500 words 25%).

3. 3. Assessment 3 This is a group assignment. In week 3 you will be put into groups by your Lecturer. You will need to select one of the case studies at the end of a chapter in the book: your group can choose any one it wants. The group assignment is then based on three sections:

1. Answering the questions in the case study (you will need to develop your answers based on additional research and readings).

2. Identifying the “strategic elephants” surrounding the case: that is, if you were writing a forward marketing plan for this company what 3 key issues can you identify that are critical to address and how would you address them?

3. An outline marketing plan that would address the critical issues.

In total, your group submission needs to be under 4000 words, so be succinct in the presentation of your answers. Appendices are not allowed. Your group has a group area on BB to work in, and a wiki site where work can also be posted for formative feedback from the Lecturer. Please aim to post: Wiki Page 1. Identification of which case study you will use (due end week 7) Wiki Page 2. Identification of the “strategic elephants”(due end week 9) These wikis are not graded .

In all 3 assignments you are expected to research secondary material from the internet, or from the Curtin library in the form of academic research. You should always cite material correctly using Chicago style. As a guideline you should be researching, reading and citing at least: Journal Posts: for excellent posts at least 2 sources of information Individual Case Study: at least 5 sources of information Group Case study: at least 20 sources of information.





Pass requirements

You must attempt all assignments and achieve an overall percentage grade of 50% or higher

Fair assessment through moderation

Moderation describes a quality assurance process to ensure that assessments are appropriate to the learning outcomes, and that student work is evaluated consistently by assessors. Minimum standards for the moderation of assessment are described in the Assessment and Student Progression Manual, available from policies.curtin.edu.au/policies/teachingandlearning.cfm

Late assessment policy

This ensures that the requirements for submission of assignments and other work to be assessed are fair, transparent, equitable, and that penalties are consistently applied.

1. All assessments students are required to submit will have a due date and time specified on this Unit Outline. 2. Students will be penalised by a deduction of ten percent per calendar day for a late assessment submission

(eg a mark equivalent to 10% of the total allocated for the assessment will be deducted from the marked value for every day that the assessment is late). This means that an assessment worth 20 marks will have two marks deducted per calendar day late. Hence if it was handed in three calendar days late and given a mark of 16/20, the student would receive 10/20. An assessment more than seven calendar days overdue will not be marked and will receive a mark of 0.

Assessment extension

A student unable to complete an assessment task by/on the original published date/time (eg examinations, tests) or due date/time (eg assignments) must apply for an assessment extension using the Assessment Extension form (available from the Forms page at students.curtin.edu.au/administration/) as prescribed by the Academic Registrar. It is the responsibility of the student to demonstrate and provide evidence for exceptional circumstances beyond the student's control that prevent them from completing/submitting the assessment task.

The student will be expected to lodge the form and supporting documentation with the unit coordinator before the assessment date/time or due date/time. An application may be accepted up to five working days after the date or due date of the assessment task where the student is able to provide an acceptable explanation as to why he or she was not able to submit the application prior to the assessment date. An application for an assessment extension will not be accepted after the date of the Board of Examiners' meeting.

Deferred assessments

If your results show that you have been granted a deferred assessment you should immediately check OASIS for details.

Supplementary assessments

Supplementary assessments are not available in this unit.

Reasonable adjustments for students with disabilities/health circumstances likely to impact on studies

A Curtin Access Plan (CAP) is a document that outlines the type and level of support required by a student with a disability or health condition to have equitable access to their studies at Curtin. This support can include alternative exam or test arrangements, study materials in accessible formats, access to Curtin’s facilities and services or other support as discussed with an advisor from Disability Services (disability.curtin.edu.au). Documentation is required from your treating Health Professional to confirm your health circumstances.

If you think you may be eligible for a CAP, please contact Disability Services. If you already have a CAP please provide it to the Unit Coordinator at the beginning of each semester.





http://policies.curtin.edu.au/policies/teachingandlearning.cfm

http://students.curtin.edu.au/administration/

http://life.curtin.edu.au/health-and-wellbeing/CAP.htm

http://life.curtin.edu.au/health-and-wellbeing/disability_services.htm

http://life.curtin.edu.au/health-and-wellbeing/disablity_services_eligibility.htm#/health-and-wellbeing/10126.htm

http://life.curtin.edu.au/health-and-wellbeing/contact_disability_services.htm

Referencing style

The referencing style for this unit is Chicago.

More information can be found on this style from the Library web site: http://libguides.library.curtin.edu.au/referencing.

Copyright © Curtin University. The course material for this unit is provided to you for your own research and study only. It is subject to copyright. It is a copyright infringement to make this material available on third party websites.

Academic Integrity (including plagiarism and cheating) Any conduct by a student that is dishonest or unfair in connection with any academic work is considered to be academic misconduct. Plagiarism and cheating are serious offences that will be investigated and may result in penalties such as reduced or zero grades, annulled units or even termination from the course.

Plagiarism occurs when work or property of another person is presented as one's own, without appropriate acknowledgement or referencing. Submitting work which has been produced by someone else (e.g. allowing or contracting another person to do the work for which you claim authorship) is also plagiarism. Submitted work is subjected to a plagiarism detection process, which may include the use of text matching systems or interviews with students to determine authorship.

Cheating includes (but is not limited to) asking or paying someone to complete an assessment task for you or any use of unauthorised materials or assistance during an examination or test.

From Semester 1, 2016, all incoming coursework students are required to complete Curtin’s Academic Integrity Program (AIP). If a student does not pass the program by the end of their first study period of enrolment at Curtin, their marks will be withheld until they pass. More information about the AIP can be found at: https://academicintegrity.curtin.edu.au/students/AIP.cfm

Refer to the Academic Integrity tab in Blackboard or academicintegrity.curtin.edu.au for more information, including student guidelines for avoiding plagiarism.

Information and Communications Technology (ICT) Expectations Curtin students are expected to have reliable internet access in order to connect to OASIS email and learning systems such as Blackboard and Library Services.

You may also require a computer or mobile device for preparing and submitting your work.

You will need to have access to a good internet connection to view and access resources. IF you are travelling or working remotely for part or all of this Unit, please plan to access the online resources when you have internet access and ensure you can meet the hand in deadlines by submitting work early if internet access will be a problem for you

For general ICT assistance, in the first instance please contact OASIS Student Support: oasisapps.curtin.edu.au/help/general/support.cfm

For specific assistance with any of the items listed below, please contact The Learning Centre: life.curtin.edu.au/learning-support/learning_centre.htm

l Using Blackboard, the I Drive and Back-Up files l Introduction to PowerPoint, Word and Excel

Additional information Enrolment

It is your responsibility to ensure that your enrolment is correct - you can check your enrolment through the eStudent option on OASIS, where you can also print an Enrolment Advice.





http://libguides.library.curtin.edu.au/referencing

https://academicintegrity.curtin.edu.au/students/AIP.cfm

http://academicintegrity.curtin.edu.au/

https://oasisapps.curtin.edu.au/help/general/support.cfm

http://life.curtin.edu.au/learning-support/learning_centre.htm

Student Rights and Responsibilities It is the responsibility of every student to be aware of all relevant legislation, policies and procedures relating to their rights and responsibilities as a student. These include:

l the Student Charter l the University's Guiding Ethical Principles l the University's policy and statements on plagiarism and academic integrity l copyright principles and responsibilities l the University's policies on appropriate use of software and computer facilities

Information on all these things is available through the University's "Student Rights and Responsibilities" website at: students.curtin.edu.au/rights.

Student Equity There are a number of factors that might disadvantage some students from participating in their studies or assessments to the best of their ability, under standard conditions. These factors may include a disability or medical condition (e.g. mental illness, chronic illness, physical or sensory disability, learning disability), significant family responsibilities, pregnancy, religious practices, living in a remote location or another reason. If you believe you may be unfairly disadvantaged on these or other grounds please contact Student Equity at [email protected] or go to http://eesj.curtin.edu.au/student_equity/index.cfm for more information

You can also contact Counselling and Disability services: http://www.disability.curtin.edu.au or the Multi-faith services: http://life.curtin.edu.au/health-and-wellbeing/about_multifaith_services.htm for further information.

It is important to note that the staff of the university may not be able to meet your needs if they are not informed of your individual circumstances so please get in touch with the appropriate service if you require assistance. For general wellbeing concerns or advice please contact Curtin's Student Wellbeing Advisory Service at: http://life.curtin.edu.au/health-and-wellbeing/student_wellbeing_service.htm

Recent unit changes Students are encouraged to provide unit feedback through eVALUate, Curtin's online student feedback system. For more information about eVALUate, please refer to evaluate.curtin.edu.au/info/.

Recent changes to this unit include:

We continually strive to update materials in MKTG5009 : we have updated all readings and case studies for 2016 including using a very recently published textbook. We also strive to take into account student feedback on workload and other issues to make sure your learning experience reflects academic and student feedback.

To view previous student feedback about this unit, search for the Unit Summary Report at https://evaluate.curtin.edu.au/student/unit_search.cfm. See https://evaluate.curtin.edu.au/info/dates.cfm to find out when you can eVALUate this unit.





http://students.curtin.edu.au/rights/

mailto:[email protected]

http://eesj.curtin.edu.au/student_equity/index.cfm

http://www.disability.curtin.edu.au/

http://life.curtin.edu.au/health-and-wellbeing/about_multifaith_services.htm

http://life.curtin.edu.au/health-and-wellbeing/student_wellbeing_service.htm

http://evaluate.curtin.edu.au/info/index.cfm

https://evaluate.curtin.edu.au/student/unit_search.cfm

https://evaluate.curtin.edu.au/info/dates.cfm

Program calendar MKTG5009 Module (online) Tri 2. 2016

Please note that Assessment 1 Journal post can be posted any time in advance. The dates shown are the LAST dates for posting. The wiki is a site where you can get formative feedback on your marketing plan: use it to help you improve your marketing plan.

Week Beginning & Assessments /

What’s Due

Module Topic Activities

Readings / Other Resources [Readings Available either from Curtin Library and/or

through BB]

Week 1

Week commencing Monday 9 May

Introduction to Marketing

l Familiarize yourself with the text and Unit Structure.

l Work through the slides, ilectures, videos and readings.

l BB Collaborate Session 1 – Welcome and General Overview. Not compulsory

Essential:

l Chapter 1

l Connect videos and learnsmart units

l Optional additional resources

Week 2


Ass 1:

JOURNAL1 due Sun:

Marketing strategies


l 250+10: Your first journal post is due by the latest this week.

Essential:

l Chapter 2 e-reserve link to Walker Gountas reading (essential).

l ilecture


Week 3


Identifying : Opportunities: the market


l You will be notified of your groups for Assignment 3: make contact with your groups and check you can access the group area folder: If you cannot access your group folder, contact your Lecturer by email.

Essential:

l Chapter 2 and Case study from chapter 1

l ilecture


Week 4


Ass 1 :

Journal 2

Identifying Opportunities: Buyers and Information

(focus on customers)


l BB Collaborate 2. Discussion around journal postings and anything else as required

l 250+10: Your second journal post is due by the latest this week.

Essential:

l Chapter 3 and Chapter 5

l Ilecture






Week 5

Week commencing Monday 6 June.

Ass 2:

Case study Option 1

week 1

Ass 3:

Wiki Page 1

Identifying Opportunities: Buyers and Information(focus on research)


l If you are choosing Case Study 1 then you need to submit your initial answer this week. (Day 1 of week 5). Remember you need to submit this to the discussion board before it “opens”

l In your first group wiki you must identify the case study you will choose, as well as the identified roles /workload for each team member

Essential:

l Chapter 4 and Case study 1

l Ilecture


Week 6

Week commencing

Monday 13 June

Ass 1:

JOURNAL 3 due Sun.

Ass 2:

Case study Option 1

week 2

Creating and Delivering Value:

Products


l 250+10: Your third journal post is due by the latest this week.

l If you are choosing Case Study 1 then you need to complete the assignment this week: remember you need to have reflected on the work of other students by making at least 3 posts on other people’s answers, and then write an additional 500 word comment on what you have learnt from the online discussions. Post your initial answer plus the additional reflections and discussion posts through turnitin.

Essential:


l Ilecture


Week 7

Week commencing Monday 20 June

Ass 2:

Case Study Option 2

week1


Services


l If you are choosing Case Study 2 then you need to submit your initial essay this week.

Essential:


l Ilecture


Week 8

Week commencing

Monday 27 June

Ass 2:


Pricing

l Work through the slides, ilectures, videos and readings

l If you are choosing Case Study 2 then you need to complete the assignment this week: remember

Essential:


l Ilecture





Case Study Option 2

Week 2

Ass 1: JOURNAL 4 due Sun.

you need to have reflected on the work of other students by making at least 3 posts on other people’s answers, and then write an additional 500 word comment on what you have learnt from the online discussions. Post your initial answer plus the additional reflections and discussion posts through turnitin.

250+10: Your fourth journal post is due by the latest this week.


Week 9

Week commencing

Monday 4 July

Ass 3.

Wiki post 2

Creating and Delivering Value: Products: Place


l Post your group wiki: this is the situation analysis and STP for your chosen product.

l In your second group wiki you must reflect on progress and the workplan, and you must identify the key strategic elephants facing the organisation you have chosen to study. State up to 3 really significant issues that the company needs to address and select the one you think most appropriate.

Essential:

l Chapter 9 and

l Ilecture


Week 10

Week commencing Monday 11 July

Ass1. JOURNAL 5 due Sun.


Integrated Marketing

Communications


250+10: Your fifth journal post is due by the latest this week.

Essential:

l Chapter 10 and 11 and

l Ilecture


l

Week 11

Week commencing Monday 18 July.


l Work through the readings and videos

l Remember to ask questions if needed about your final group assignment.

Essential:

l Chapter 12

l Ilecture






Week 12

Week commencing Monday 25 July

Ass 3:

Group Project to be submitted at

5pm

l 350 +12 JOURNAL6: Post your final journal post wrapping up the whole journal and reflecting on what you have learnt through this Unit. This can be up to 350 words.

l Hand in your Group Project through turnitin. Remember no more than 4000 words. Appendices will NOT be graded.

l No readings

Week 13 Please complete

eVALUate!

l eVALUate is Curtin's online system for gathering and reporting student feedback on their learning experiences





MKTG5009 Marketing for Managers Trimester 2, 2016 · PDF filedoes this compare to Coke on p251...

Documents

Transcript of MKTG5009 Marketing for Managers Trimester 2, 2016 · PDF filedoes this compare to Coke on p251...