Swinburne College
Diploma of Business (UniLink) Unit Outline Unit Code: MKT10008 Unit Title: The Marketing Concept Teaching Period 1, 2014
Draft MKT1008 The marketing Concept Unit Outline Prepared by Ian McMahon valid for 2014
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PART A:
Unit Summary
Unit Code(s)
MKT10008
Unit Title
The Marketing Concept
Duration
14 weeks
Total Contact Hours
70
Requisites: Pre-requisites
None
Credit Points
12.5 credit points
Campus/Location
Hawthorn
Mode of Delivery
One 1 hour Lecture per week and two 2 hour tutorials. Face to face, On line, Blended.
Assessment Summary
Analysis report & Oral Presentation Test Examination
Aims This unit provides an introduction to the core principles of marketing and students will learn why marketing is relevant for any organisation in a contemporary society. Students will be introduced to marketing management and will examine how marketing planning keeps customers at the centre of an organisation’s thinking, which in turn helps to achieve organisational objectives. Each of the components of the marketing plan will be discussed and students will explore the importance of these plans for surviving in a competitive environment. Students will also learn the components of a situation analysis that includes examining relevant environmental factors, researching and segmenting a market, and knowledge of the buyers and their behaviour. The results from this analysis can then be used to develop an appropriate marketing strategy that takes into account an organisation’s capabilities and resources. Emphasis will be placed on students being able to apply the theoretical principles to practical situations. This will be achieved via case studies, assignment or within test conditions. The concepts developed in this unit have application in future undergraduate studies and in future careers in either commercial or non-profit sectors.
Unit Learning Outcomes Students who successfully complete this Unit should be able to: 1. Explain the core marketing terms and the evolution of the marketing concept. 2
Identify and demonstrate an understanding of the environmental factors that impact upon an organisation.
3
Demonstrate an understanding of the key principles and practices relating to market research and how they can be applied to any organisation.
4
Demonstrate an understanding of the key principles and practices relating to segmentation and how they can be applied to any organisation.
5
Characterise the key factors affecting buyer behaviour and why it is important for marketers to understand buyer behaviour.
6
Demonstrate understanding and application of each of the elements of the marketing mix to either a non-profit or for profit organisation.
7
Explain the importance of effective marketing planning in achieving organisational and marketing objectives, and demonstrate knowledge of the key components of a marketing plan.
8
Reflect on the need for ethical marketing practices.
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Key Generic Skills You will be provided with feedback on your progress in attaining the following generic skills:
Analysis skills
Problem solving skills
Communication skills
Teamwork skills
Content
1. Introduction to marketing; key terms and evolution of marketing 2. Environmental factors affecting an organisation 3. Market research 4. Segmentation 5. Buyer behaviour 6. The marketing mix 7. Marketing planning 8. Ethics relating to marketing
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PARTB:
Your Unit in more detail
Unit Improvements Feedback provided by previous students through theStudent Surveyhas resulted in improvements that have been made to this unit. Recent improvements include: • •
The use of anti plagiarism software of “Turnitin” for detecting any plagiarism by students Blackboard used more integrally than before. Specifically, the use of discussion boards for students answers to questions
Unit Teaching Staff Name
Role
Room
Phone
Consultation Times
Ian McMahon
Unit Convener
TD194
9214 5102
imcmahon@swin.edu.au
TBA
Learning and Teaching Structure Activity
Total Hours
Hours per Week
Teaching Period Weeks
Lectures
14 hours
1 hours
Weeks 1 to 14
Tutorials
56 hours
4 hours
Weeks 1 to 14
This unit is taught through a 1 hour lecture and 2 x 2-hour tutorials each week. The mode of delivery is face to face. Blackboard will be used to supplement the lectures and tutorials with lecture notes and tute outlines. In a semester, you would normally expect to spend, on average, twelve and a half hours of total time (formal contact time plus independent study time) a week on a 12.5 credit point unit of study. In developing the English language competencies of international students all classes will be guided by the 10 Good Practices Principles as set down by the Australian Government. http://www.deewr.gov.au/HigherEducation/Publications/Pages/GoodPracticePrinciples.aspx
Week by Week Schedule
Week
Week Beginning
1
24th Feb.
2
3rd March
3
10thMarch
4
17 March
Market research Chapter 4: Text book
5
24th March
Assignment – Report & Presentation week
th
Teaching and Learning Activity
Student Task or Assessment
Introduction to marketing; key terms and evolution of marketing Chapter 1: Text book Marketing planning & Ethics relating to marketing Chapter 2 & 14: Text book Environmental factors affecting an organisation Chapter 3: text book
MKT1008 The Marketing Concept Unit Outline Prepared by Ian McMahon Valid for 2014
Analysis Report & Presentation‐ 40% Page 4 of 17
Buyer behaviour Chapter 5: Text book
6
31st March
7
7 April
Segmentation Chapter 6: Text book
8
14th April
The Marketing Mix – Product Chapter 7 & 8: Text book
9
28th April
10
5th May
11
12th May
The Marketing Mix – Place Chapter 10: Text book
12
19th May
The Marketing Mix – Promotion Chapter 11 & 12: Text book
13
26th May
Revision
th
nd
14
2
June
Test – 10%
The Marketing Mix – Price Chapter 9: Text book The Marketing Mix – Price Chapter 9: Text book
Exam Week
Exam – 50%
Assessment a)
Assessment Overview
Weighting
Unit Learning Outcomes that this assessment task relates to
Assessment Due Date
Group
40%
2, 3 & 7
End of week 5
Test
Individual
10%
1, 3, 4, 7 & 8
End of week 9
Exam
Individual
50%
5&6
Formal Exam Period
Individual or Group
Analysis report & Oral Presentation
Tasks and Details
b) Minimum requirements to pass this Unit To pass this unit, you must: In order to pass this subject you must achieve, an overall grade of 50%: pass mark. In determining the final results of students in marginal categories (e.g.: pass/fail, or pass/credit), emphasis will be given to the performance in the final examination/assessment 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 exam If 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)
Examinations If 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.
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d) Submission Requirements Assignments 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). Safe Assign in Blackboard will also be used as part of the assignment submission process. e)
Extensions and Late Submission Assessment 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, you cannot submit an assessment after the due date. If this does occur, you will be penalised 10% of the assessments worth for each calendar day the task is late up to a maximum of 5 days. After 5 days a zero result will be recorded.
f)
Referencing To 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 convention 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.pdf
g) 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) Armstrong, Kotler, et al, 2012, Principles of Marketing, 5th edn, Pearson, Frenchs Forest, NSW, Australia
Recommended Reading Materials The 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.
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Weekly lecture & tutorial notes.
Summers & Smith (2010) Communication Skills – Handbook, John Wiley & Sons, Australia
Elliott, G, Rundle-Thiele, S & Waller, D 2010, Marketing, John Wiley & Sons, Australia.
Solomon, M, Hughes, A, Chitty, B, Fripp, G, Marshall, G, & Stuart, E, 2010, Marketing – Real people, real choices , Pearson, NSW
Students must have access to a copy of the prescribed text book for this subject.
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Analysis Report & Oral Presentation. Due:
Week 5 (Date and time will be confirmed later by the Convenor)
Worth:
40% Total
Team:
3 members per group
(Report 30% & Oral presentation 10%)
NOTE: Both the report and the oral presentation are part of ONE assessment. In order to pass this assignment student(s) MUST complete both tasks successfully.
Analysis Report
Analyse an Industry (the convenor will provide the details of the industry to be studied) and critically evaluate and discuss four (4) environmental factors that have impacted this industry from 1st July 2010 to date.
The environmental factors should be a combination of both micro and macro environmental factors. Be sure to examine the industry thoroughly. You will need to address the following criteria:
1. The industry should be appropriately discussed. 2. Critically examine & discuss each of the four (4) environmental factors that have impacted the relevant industry. (Critical analysis can only be achieved through proper research.)
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Research & Referencing: To complete this task successfully, students need to engage in research. Sources such as journal articles, websites, industry magazines and newspaper articles will be relevant to gather information. Provide a ‘Reference List’ (not a bibliography).
In-text referencing: You MUST have a minimum of 8 academic references. If you have not referenced your information correctly, your overall grade will be affected for this assessment.
Word Limit:2500 words(excluding Executive Summary & the Reference list)
Format: This document MUST follow the structure of a formal report (refer the Communications Skills Handbook for additional information).
Grammar & written report: It is expected that the report will be prepared and presented in a professional manner. Grammar and spelling will be assessed in this report.
A copy of the report MUST be uploaded on “safe assign” and the hard copy submitted to the teacher by the due date & time specified by the convenor If the safe assign copy is not uploaded a 5% penalty maybe applicable.
The report is marked out of 40 and scaled back to a mark out of 15.
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RATIONALE for the Assignment This assignment will help you develop the following skills in addition to learning the relevant marketing concept topics:
1. Analysis skills / Problem solving skills – the assignment requires you to research and evaluate an industry & how the industry has changed. You are required to review & assess the information that is necessary for the assessment. You will develop skills such as logical thinking, gathering & analysing information, verbally & visually articulating this information.
2. Communication / Team work skills – the assignment requires you to work in groups of three members. In the real world, team work is unavoidable. As such learning to work harmoniously & effectively within a team of your peers is important. This assignment will help you develop communication within the same & different knowledge levels and cultural backgrounds. It will also develop team work skills, such as dividing workloads, completing assigned tasks, collaborating information & presenting one final document as a team.
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Oral Presentation Due:
Week 5 (Date and time will be confirmed later by the Convenor)
Worth:
10%
Team:
3 members per group (same groups as per the report)
Time:
15 minute presentation
Dress Code:
Professional (the presentation will be conducted in a business scenario).
Handout:
Each group MUST provide a handout of the PowerPoint slides to the teacher prior to the presentation.
You will be doing this Oral Presentation in the same group as for the report.
The content for the presentation will come from the analysis report that you completed. You are to summarise the important aspects of your report in this presentation. 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.
NOTE: If all members of a group do not contribute or actively participate equally as the other members of a group, then they may be marked separately from the other members.
Please note, it is a professional courtesy that you are present for all group presentations. You must be present from the start of all presentations, please do not disrespect your fellow students, and arrive late. Penalty marks will be applied if your group is not present from the start of the class presentations.
RATIONALE for the Assignment Communication / Team work skills – the assignment requires you to work in groups of three members. In the real world, team work is unavoidable. As such learning to work harmoniously & effectively within a team of your peers is important. This assignment will help you develop communication within the same & different knowledge levels and cultural backgrounds. It will also develop team work skills, such as dividing workloads, completing assigned tasks, collaborating information & presenting one final document as a team.
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HOW TO WORK IN A GROUP Group / Team work is an important aspect of working in any field. As such this assignment will give you an opportunity to learn and develop some skills in this area
1. Choose group members carefully – it’s similar to a choosing a partner!!! You don’t want to be stuck with the wrong person in a relationship; it’s the same for a group task. Wrong members can affect the quality of the work you produce in the end. And it’s YOUR marks – so YES you DO NEED TO be fussy about it. 2. Once you have chosen the members – GET THEIR CONTACT DETAILS. Excuses such as they did not come to class or I haven’t seen them on campus - is NOT AN EXCUSE 3. Clearly outline expectations and task that will help complete the assignment and achieve the best outcome possible. (On blackboard in this Subject Shell there is a Group expectation template – use it to get your started on how to work in a group) 4. Finally as adults, it is your responsibility to get the job done, as such focus on the task at hand & note the deadline for submission.
GROUP PROBLEMS Group Problems? Group work is a necessary part of marketing. However there are occasions when some members do not take their responsibilities towards the group and task seriously. In the event this occurs, please follow the following steps:
A. Address the problem with the relevant group member and inform them they need to contribute equally and effectively to the group work B. In the event the non participating group member does still participate in the group work, the group MUST email the teacher and the convenor of this problem.
The teacher & convenor will review this situation and in the event agree with the group, the nonparticipating group member will be assessed separately.
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11.2 Analysis Report Marking Guide
Criteria
Executive Summary
Weight
5
Not Satisfactory (Fail) More of an introduction. Does not summarise the key content of the report. Section not included.
Industry analysis
10
A minimal attempt. Descriptive & competitor analysis is superficial. Little sign of analysis Section not included.
Environmental factors
10
Discussion was descriptive & theoretical. Minimal research has been undertaken. Section not included.
Conclusion
5
Introduces new information. Weak conclusion. Section not included.
Satisfactory (Pass/Credit)
Good / Outstanding (Distinction / HD)
Capture key content Concise and of some sections of succinctly provides the report the major purpose of the report, analytical processes, the findings and the recommendations. A good attempt at discussion & evaluating the overall industry. Major competitors/ players & important time lines were highlighted. Information supported by good sources
An exceptional examination & professional discussion of the industry, its evolution and its major players. Well researched & supported.
A good attempt at discussion & evaluating the environmental factors influencing the industry. Demonstrates a good understanding of how the factors impacted the industry. Information supported by good sources
Discussion demonstrates in‐ depth knowledge, study, exploration & synthesis of information. Well researched & supported
A good attempt to summarise the main points/findings of the report. Satisfactory finishing argument to the report.
Section summarises the main points/findings effectively. Does not introduce new information. Strong finish to the document.
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Research &Referencing
5
Insufficient references used. Sources are not credible. Information not reference adequately. Over use of quotes. Incorrect referencing style.
Sufficient references used (5‐8 academic/industry sources). Mostly well paraphrased and citied. Good attempt at referencing style
Excellent range of sources used both industry & theory (more than 8). Sources consistently referenced to support discussion. Reference list correctly presented of all the sources. Excellent reference style throughout the report.
Reference list not included. Written report
2.5
Casual/ informal/personal language used. Quotes instead of paraphrasing information. Poor grammar & spelling. Over the word limit
Vocabulary & sentence structure mostly appropriate. Only a few spelling/ grammar errors. Within word limit.
Excellent sentence structure, grammar & no spelling mistakes. Very good use of word count.
Grammar
2.5
Numerous grammatical & spelling errors.
A few grammar & spelling errors. Vocabulary & sentence construction appropriate
Vocabulary & sentence construction consistent to a professional document. Grammar and spelling exceptional.
General Comments:
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Oral Presentation Marking Guide
Criteria
Weight
Not Done / Below standard
Pass
Credit
Distinction
High distinction
Verbal &non verbal communications
4.0
Speakers did not speak or were completely inaudible and made no eye contact
Speakers were fairly clear, however referred to the notes a little too much.
Speakers were clear. Good modulation of voice. Minimal use of notes. Attempts to build rapport with the audience.
Exceptionally clear. Little reference to notes. Complete engagement with the audience. All the speakers are familiar with the total presentation.
Confident & professional speech.
Fairly good engagement & good eye contact with the audience.
Excellent eye contact with the audience. Outstanding presentation.
Power point slides (PPTs) - creative
1.5
No PPTs or a very poor attempt has been made but it is below standard.
Fairly basic PPT s. Over crowded or too little information. Minimal creativity. Basic organisation & compilation of PPTs.
Well organised & fairly good structure to the presentation. Good use of graphics & good attempt creativity.
Exceptionally well organised & very good structure. Very creative PPTs & good used of graphics
Professional PPTs. Excellent use of graphics. Outstanding, creative & original PPTs.
Content delivered
2.0
Very poor link between report & PPTs. Below standard.
Content presented is basic & superficial.
Relevant & informed presentation. Satisfactory connection between report & PPTs
Very good selection of information from the report is presented.
Exceptional content and analysis. And excellent examples citied
Professional appearance & time management
2.5
No effort /dressed inappropriate ly. Timing very poor.
Dressed causally- little effort towards appearance. Timing needs to improve.
Dressed smart/casual & timing was satisfactory.
Dress appropriately & timing was very good.
Professional attire and impeccable timing of the presentation.
Total
10
Less than 5
(5 to 6.4)
(6.5 to 7.4)
(7.5 to 8.4)
(8.5 to 10)
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PART C:
FUTHER INFORMATION
For further information and links to resources for the following topics, refer to Swinburne’s Current Students web page http://www.swinburne.edu.au/student/ Student Charter Please familiarise yourself with Swinburne’s 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 and to that of their fellow students, the charter also defines the University's expectations of students. Student behaviour and wellbeing Swinburne 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 University’s 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. Blackboard You 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. Communication All 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. Plagiarism Plagiarism 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 student’s work, any other person’s work, a website or database; The paraphrasing of another’s 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 MKT1008 The Marketing Concept Unit Outline Prepared by Ian McMahon Valid for 2014
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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 student’s academic work but that where independent assignment is required, submitted or presented work must be the student’s 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 support You 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 needs Sometimes 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 marks An 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 suggestions In 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. Advocacy You are advised to seek advice from the staff at the Swinburne Student Amenities Association (SSAA) if you require assistance with any academic issues.
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