DBUS169 PRINCIPLES OF MARKETING UNIT OUTLINE TRIMESTER 3 2012

MIT Lecturer and Tutor: Bernadine ORiordan Email: oriordanb@murdochinstitute.wa.edu.au

Murdoch Co-ordinator: Marcela Moraes South Street Campus

INTRODUCTION This unit is designed to introduce the student to modern marketing philosophies and practices. The objective is to provide an overview of the various marketing theories, along with a more detailed investigation of key components of the marketing process. This will include coverage of the following important areas: The marketing concept, and variations Consumer buying characteristics Business to Business marketing Marketing research Target-marketing strategies Competitive positioning Goods and Services Pricing, Promotion and Distribution Marketing strategy

UNIT OBJECTIVES On successful completion of this unit, students should be able to: Understand the key elements of the marketing process and how they relate to the operation of a business organisation. Gain a familiarity with some of the challenges facing a marketing department, and develop an appreciation of the problem solving and decision making methods that are available to tackle the everyday business issues Understand the significance of the marketing mix and how it needs to be used to manage the various marketing challenges Develop cross-cultural, interpersonal and communication skills.

TEXT TO BE PURCHASED Marketing 2 Real People, Real Choices (1st adaptation edition) Solomon; Hughes; Chitty; Fripp; Marshall; & Stuart. Pearson Education Australia, 2011, Frenchs Forest, NSW

ADDITIONAL REFERENCE MATERIAL Reading of current business publications will help students gain an appreciation of everyday marketing practices. These publications should include such publications as: Business Review Weekly; Business Week; Wall Street Journal; Journal of Business Research.

DBUS169 Unit Outline

METHOD OF ASSESSMENT To successfully complete this unit it is recommended that students perform satisfactorily in each area of assessment. By achieving the necessary results on a progressive basis, there is a greater likelihood that the student will attain the desired outcome.

Tests Test 1. (Chapters Test 2. (Chapters 1 - 4) 5 - 8) Week 5 Week 9 30% (2 x 15)

Group Work Case Study Analysis and Application (2 per group) Case Study Oral Presentation (2 per group) Starts in Week 4 20% (2 x 10)

Final Examination - To be advised. Will include Short Essay questions and MCQs. * * * * * (CAN COVER ALL CHAPTERS AND TOPICS STATED IN THE UNIT OUTLINE). *****

50%

Total PROGRESS TESTS

100%

The objective of each test is to assess how well you understand the material that has been covered during lectures and tutorials, and to give an indication of your progress to-date. You will be tested on material from each of the chapters of the textbook, particularly on specific topics that were covered in the lectures and tutorials. The tests, which will be in the form of True / False and/or Multiple Choice questions, will be held during designated lectures. The duration of each test may vary, depending on the number of questions set. ALL students are required to sit these tests during the designated lecture sessions. A student will NOT be permitted to sit a test if he/she has failed to attend the particular lecture session. However, a student with special circumstances may request other arrangements IN WRITING, BEFORE the date of the scheduled Test. This should be discussed with the lecturer as early as possible. Illness on the day of a Test must made known to the lecturer BEFORE the scheduled time of the Test. This should be done either by email or by phone.

There will be no deferred/supplementary assessments for progress tests. In cases of extenuating individual circumstances, such as personal illness or bereavement, the marks allocated to test(s) will be carried forward to the final exam.

DBUS169 Unit Outline

GROUP WORK Students will work in groups of three or four to answer specific case studies assigned to them. Each group will undertake two case studies, which will be assigned during the tutorial in Week 2. Group # Group 1 Group 2 Group 3 Group 4 Group 5 Case Study 1 Case study pages 32 and 33 Chap.1 Case study pages 62 and 63 Chap.2 Case study pages 99 and 100 Chap.3 Case study pages 148 and 149 Chap.4 Case study pages 178 and 179 Chap.5 Case Study 2 Case study pages 217 Case study pages 253 and 254 Case study pages 290 and 291 Case study pages 322 and 323 Case study pages 357 and 358

Chap.6 Chap.7 Chap.8 Chap.9 Chap.10

The group assignments will require an analysis of the relevant marketing theories, and must be properly investigated, with arguments and conclusions presented and reported in a logical and consistent manner. For the 2 assigned topics, each group is required to verbally present, and also submit a written answer highlighting their understanding of the subject matter. Presentations (3%) The time allocated to presentations will be 15 minutes per group topic. Each group will be marked based on the following components: Identified relevant concepts/frameworks and demonstrated understanding of these concepts Demonstrated critical thinking - application of frameworks/concepts and recommendations Demonstrated overall quality of presentation (relevant presentation slides, vocal clarity, confidence, non-reliance on palm notes, consistency, etc) Written Answers to Case Study (7%) Each written answer will need to contain sufficient detailed information to clearly explain the key aspects of the topic. It is expected that each report will be 4 - 5 PAGES in length (plus refs). All research information must be correctly referenced using the Chicago Referencing Style, and will form a key part of the overall assessment of the report. Please note that each group needs to complete both topics, and EACH GROUP MEMBER must present on each occasion. The written answers are to be: TYPED using FONT SIZE 12 FONT STYLE - TIMES NEW ROMAN, ONEANDA-HALF SPACING PAGE MARGIN OF 1 INCH from each side of the paper. Each written answer will be marked on the following criteria: Address all main elements of the case Identify relevant concepts/frameworks Demonstrate the ability to use marketing concepts/models to analyse the critical issue(s) Identify relevant examples/issues related to the case study Demonstrate critical thinking when analysing the main aspects and when making recommendations Demonstrate consistency in writing format Accurately reference all sources of information obtained

DBUS169 Unit Outline

*************************************************************************** Unless there is clear evidence that a student has not contributed equally to the group effort, all members will receive the same mark for presentations and written answer. Where a student has not contributed adequately, he/she will either have a percentage of the marks deducted, or be removed from the group to complete the project individually. *************************************************************************** Students are to submit all written work with a cover sheet that includes a signed declaration stating: 'Except where indicated, the work we are submitting in this assignment is our own work and has not been submitted for assessment in another unit. We also certify that we have retained a copy of this assignment' (or words to that effect). Students are also responsible for ensuring delivery of the assessment work on the designated day, and for maintaining an up-to-date copy of all submitted work.

FINAL EXAMINATION The final examination will consist of SHORT-ESSAY (Part B) and MULTIPLE-CHOICE questions (Part A) questions. The format of the exam will be discussed in more detail prior to Week 13. Part A 60 Multiple-choice questions Part B 2 short essay questions (10 points each) The final examination will be conducted during the designated exam period. The specific date and time of the exam will be made available closer to the event. It is your responsibility to know when each assessment is due, where and when the tests and final examination are being conducted, and to be there on time. Students who miss an event because they misread the timetable, forgot, slept in, etc., and do not arrive before the end of the test/examination will not be permitted to sit the assessment.

TUTORIAL ATTENDANCE AND PARTICIPATION Tutorial participation is an important part of this unit, and individual performance in terms of preparation and participation may prove to be a deciding factor in the final assessment of borderline grades. The tutorials are designed to make you think about and demonstrate your understanding of both the practical and theoretical aspects of the marketing topics that have been covered during lecture sessions. You should come prepared, and be able to answer questions relating to the designated topics under review in each tutorial. You are also encouraged to express your own ideas and to form a view as to how the various marketing issues might be solved.

ON-GOING PERFORMANCE The use of continuous assessment throughout the semester offers each student the opportunity to review his/her performance to-date, and should be used by the student to undertake any necessary improvement to individual effort to ensure a satisfactory outcome to the unit. SUPPLEMENTARY ASSESSMENT There will NOT be a Supplementary Paper for students who fail this unit.

DBUS169 Unit Outline

TIMETABLE

Date Week1

Lectures / Tutorials Lecture Welcome to the World of Marketing Reading: Chapter 1 Tutorial Instructions on how to analyse case studies for Assessment (10% x 2) Prepare Tutorial answers for next week on Chapter 1 see handout from tutor. Lecture Strategic Planning & the Marketing Environment Reading: Chapter 2 Tutorial Establish groups and allocate case studies Prepare Tutorial answers for next week on Chapter 2 see handout from tutor. Group allocation and Case assignment

Week 2

Week 3

Lecture Marketing Information and Research Reading: Chapter 3 Tutorial Questions from last weeks topic: Prepare Tutorial answers for next week on Chapter 3 see handout from tutor. Lecture Consumer and Organisational Behaviour Reading: Chapter 4 Tutorial Questions from last weeks topic: Prepare Tutorial answers for next week on Chapter 4 see handout from tutor. Preview next weeks TEST 1

Week 4

First Round of Case Studies begins: Group1 and Group 2 presentation and report

DBUS169 Unit Outline

Week 5

Lecture Target Marketing Strategies Reading Chapter 5 Tutorial Questions from last weeks topic: Prepare Tutorial answers for next week on Chapter 5 see handout from tutor. TEST 1 Will consist of Multiple-Choice and True/False questions from those chapters already covered. TEST 1 Chapters 1 - 4

Week 6

Lecture Creating and Managing Products Reading: Chapter 6 Tutorial Questions from last weeks topic: Prepare Tutorial answers for next week on Chapter 6 see handout from tutor. Lecture Pricing Reading: Chapter 7 Tutorial Questions from last weeks topic: Prepare Tutorial answers for next week on Chapter 7 see handout from tutor.

Group 3 and Group 4 presentation and report

Week 7

Group 5 presentation and report

Week 8 Lecture Integrated Marketing Communications Reading: Chapters 8 and 9 Tutorial Questions from last weeks topic: Prepare Tutorial answers for next week on Chapter 8 and 9 see handout from tutor. Second Round of Case Studies begins: Group 1 and Group 2 presentation and report

DBUS169 Unit Outline

Week 9

Lecture Distribution (Placement) Reading: Chapter 10 Tutorial Questions from last weeks topic: Prepare Tutorial answers for next week on Chapter 10 see handout from tutor. TEST 2 Will consist of Multiple-Choice and True/False questions from those chapters already covered.

TEST 2 Chapters 5 - 9

Week 10

Lecture Services Marketing Reading: Chapter 11 Tutorial Questions from last weeks topic: Prepare Tutorial answers for next week on Chapter 11 see handout from tutor. Preview next weeks TEST 2

Group 3 and Group 4 presentation and report

Week 11

Lecture Global Marketing Ethics and Regulations in Marketing Reading: Chapters 12 and 13 Tutorial Questions from last weeks topic: Prepare Tutorial answers for next week on Chapter 12 see handout from tutor.

Group 5 - presentation and report

Week 12 Week 13

Tuesday 1/1/2013 Lecture Exam Preview

PUBLIC HOLIDAY

NO LECTURE

Tutorial Questions from last weeks topic:

DBUS169 Unit Outline

Peer Assessment Form

Confidential when completed. Please indicate what you feel was the relative contribution that you and your team members made to the group tutorial exercises. Give a rating score to each group member so that the scores add up to 100 points.

Name

Contribution Rating

Yourself

Member # 2

Member # 3

Member # 4

Total

100 points

Any special comments or issues that you wish to be taken into consideration? . .................................................................................................................................................. . . .................................................................................................................................................. . . .................................................................................................................................................. . . .................................................................................................................................................. . . .................................................................................................................................................. . . .................................................................................................................................................. . . .................................................................................................................................................. .

DBUS169 Unit Outline