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Contents
Section 1. Subject at a Glance .............................................................................................................. 41.1 Staff contact details ........................................................................................................................ 4
1.2 Student participation requirements ................................................................................................. 4
1.3 Key dates ....................................................................................................................................... 4
Section 2. Subject Details ..................................................................................................................... 5
2.1 Subject description ......................................................................................................................... 5
2.2 Subject and course learning outcomes ........................................................................................... 5
KKnowledge; SSkills; AApplication of Knowledge & Skills ........................................................ 5
2.3 Learning and teaching in this subject ............................................................................................. 5
2.4 Student feedback on subject .......................................................................................................... 5
2.5 Subject resources and special requirements .................................................................................. 6
Section 3. Assessment Details ............................................................................................................. 73.1 Requirements for completion of subject.......................................................................................... 7
3.2 Feedback on student learning ........................................................................................................ 7
3.3 Assessment Tasks ......................................................................................................................... 7
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Section 1. Subject at a Glance
The following summary provides a quick reference to the most important aspects of this subject. Please ensurethat you have read the entire subject guide in full.
1.1 Staff contact details
The following staff members are responsible for the preparation or delivery of this subject. Please contact therelevant staff member if you have any concerns during the study period.
Teaching team Staff member Campus Room Phone EmailConsultation
times*
Subject Coordinator Prof. Lynne Eagle Townsville 478 15717 lynne.eagle@jcu.edu.au n/a
Lecturer Gregory Trotman Brisbane L6 30017853 Gregory.trotman@jcu.edu.au
Thurs 11-12.30
Wed 11-12.30
*Other consultation times by appointment only.
1.2 Student participation requirements
The JCU Learning, Teaching and Assessment Policy (4.3) indicates that, a 3 credit point subjectwill require a 130 hourwork load of study-related participation (including class attendance) over the duration of the study period, irrespective ofmode of delivery. This work load comprises timetabled hoursand other attendance requirements, as well as personalstudy hours, including completion of assessment requirements. Note that attendance at specified classes may be a
mandatory requirement for satisfactory completion of some subjects(Learning, Teaching and Assessment Policy, 5.9); andthat additional hours may be required per week for those students in need of English language, numeracy or otherlearning support.
Key subject activities Time Day/ DateRoom/
Location
Lecture 1.00pm2.50pm TuesdayCommences: 17 November, 2015
Room 303
W k h 3 00 4 50 T d R 303
mailto:lynne.eagle@jcu.edu.aumailto:lynne.eagle@jcu.edu.aumailto:Gregory.trotman@jcu.edu.aumailto:Gregory.trotman@jcu.edu.aumailto:Gregory.trotman@jcu.edu.aumailto:lynne.eagle@jcu.edu.au7/25/2019 LB5232 Subject Outline JCUB SP23 2015
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Section 2. Subject Details
2.1 Subject description
This subject is a review of current marketing practices, it presents the theoretical underpinning of practice, and
examines trends and the role of the consumer in the marketing practice.
Marketing is an evolving and dynamic area of business. In this subject we will explore the core concepts andtheories of marketing, with a focus on applying these to your own experiences as a consumer. We will studyexamples of real companies, real marketing decision makers and the real-life marketing issues that they havefaced in recent times. We will also examine examples of companies that make ethical and sustainable decisionsto help their brand and society, and explain how companies are using the latest technological advances in creativeways to get their message to consumers.
2.2 Subject and course learning outcomes
The following table shows the alignment between the learning outcomes at the subject level and assessment. Students whosuccessfully complete this subject will be able to
Subject Learning Outcomes Assessment
1. critically evaluate and apply marketing principles and theories to
selected "real life" organisations and case studies;
Case Study, Marketing Plan,Examination
2. apply the strategic planning and marketing decision process; Marketing Plan, Examination
3. evaluate new social media and their value in a marketingcontext;
Marketing Plan, Examination
4. appraise marketing from a holistic perspective within theorganisation.
Case Study, Marketing Plan,Examination
C L i O t A t
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2.5 Subject resources and special requirements
Prescribed Texts
Solomon, M., Hughes, A., Chitty, B., Marshall, G., Stuart, E. (2012). Marketing: real people, real choices (3rded.). Frenchs Forest, NSW: Pearson.
Further Reading
Belz, F-M. & Peattie, K. (2012). Sustainability Marketing. Chichester: John Wiley & Sons. Cravens, D.W. & Piercy, N.F. (2008). Strategic Marketing (9th ed.). New York: McGraw-Hill. Emery, B. (2012). Sustainable Marketing. Harlow: Pearson. Lehmann, D.R. & Winer, R.S. (2008).Analysis for Marketing Planning (7th ed). Boston: McGraw-Hill. Lovelock, C., Patterson, P. & Wirtz. (2011). Services Marketing: An Asia-Pacific and Australian Perspective(5th ed.). Frenchs Forest, NSW: Pearson Education. Lovelock, C.H. & Wirtz, J. (2007). Services Marketing: People, Technology, Strategy (6th ed). Upper SaddleRiver, NJ: Pearson Education. Martin, D. & Schouten, J. (2012). Sustainable Marketing. Upper Saddle River, NJ: Pearson. McDonald, M. & Wilson, H. (2011). Marketing Plans: How to Prepare them, How to use them (7th ed.).Chichester: John Wiley & Sons. Quester, P., Pettigrew, S. & Hawkins, D. (2011). Consumer Behaviour: Implications for Marketing Strategy (6thed.). North Ryde, NSW: McGraw Hill. Reed, P. (2010). Strategic Marketing: Decision Making and Planning (3rd ed.). South Melbourne: CengageLearning Australia.
Wood, M. (2011). The Marketing Plan Handbook (4th ed.). Upper Saddle River, NJ: Prentice Hall.While you may wish to read other textbooks, you may benefit more from developing an understanding of marketingactivities and competitive responses, starting with the examples presented in the prescribed text and in academicpapers. It will be to your advantage while studying this subject to pay as much attention as possible to the marketingactivities going on around you. You can do this in a number of ways:
Develop close liaison with marketing managers where you work; Regular monitoring of the local, national and international business and financial media; Daily scrutiny of national business newspapers;Accessing international business publications on the internet; and
A i j l ti l f JCU l t i d t b
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The site for this subject is opened to all participants enrolled in the subject at least seven days prior to the commencement ofthe subject. Browser requirements for LearnJCU are provided on the opening webpage of LearnJCU.
Section 3. Assessment Details
3.1 Requirements for completion of subject
In order to pass this subject, you must obtain a final mark of at least 50% to pass the subject. In addition, theexpectation is to obtain at least an average of 50% over all invigilated components (supervised individualassessment) within a subject to pass the subject overall. Any student who does not achieve a pass in theinvigilated components may, in exceptional circumstances, be reviewed by the School Assessment Committee.
Students who have completed less than 100% of the assessment will be subject to review by the SchoolAssessment Committee which could result in an overall fail.
It is important to be aware that assessment is always subject to final ratification following the examinationperiod and that no single result represents a final grade in a subject (Learning, Teaching and AssessmentPolicy 5.21.). Raw marks gained in part or all of the assessment will be moderated by the subject coordinatoracross all campuses. Based on this process adjustments to raw marks may occur to align grading acrosscampuses.
3.2 Feedback on student learning
Students can expect to have feedback no later than 21 days after the due date of the submitted assessment
item.
3.3 Assessment Tasks
ASSESSMENT TASK 1: CASE STUDY
Aligned course &subject learning
SLO 1, 4 CLO: K1, S2, S3, A1
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ASSESSMENT TASK 2: MARKETING PLAN - DESCRIPTIONFor this assessment, you are required to choose a specific Australian organisation (or one operating in Australia)and develop a marketing plan for their product or service. The organisation can be a start-up venture that is attemptingto bring an innovative product or service to the marketplace, or a well-established organisation that is seeking to bemore innovative and creative in their marketing practices. You must have your chosen organisation approved by your
lecturer prior to commencing this assessment.
Your marketing plan will be underpinned by sound research and demonstrate thoughtfulness, understanding ofmarketing issues and have an implementation plan to show how the organisation should proceed. Your reportwill include the following:
A description of the organisation, and the product or service;
A market analysis, including direct and indirect competitors;
A PESTLE (political, economic, socio-cultural, technological, legal and ecological) analysis;A SWOT (strengths, weaknesses, opportunities and threats) analysis;
A consumer behaviour analysis, including identification of the type of consumer and target market for the product or
service;
A marketing plan (4Ps)
analysis of the product (or service) and branding; pricing strategy; distribution (place) options;
an outline of an Integrated Marketing Communications plan (IMC: promotion); and,Financial and operational plans; and,
An implementation and control strategy.
Be creative but also realistic in developing your marketing plan. Your budget is $50,000. Prepare the report as ifyou were going to be presenting it to the organisation you have chosen. The intention is to create a marketing plan thatthe organisation could actually implement!
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Section 4. Other Information about Assessment and Student Support
4.1 Submission and return of assessment
The ability to adhere to deadlines is a highly desirable attribute that employers seek in our graduates. Right from thebeginning, new students should acquire the habit of meeting deadlines for their work, by organising their study timeappropriately. The following points apply to the submission of assessment
1. Extensions will be granted in cases of illness or personal issues (medical certificate/counsellors statementrequired). It is at the discretion of the subject co-ordinator/lecturer that extensions will be granted for inescapable,unexpected, documented work commitments (provide documentation). You should contact your lecturer before thedue date if you are likely to require an extension.
2. Where no prior extension has been approved, late submissions will incur a penalty of 5% per day or part thereof.Weekends are treated as a single full day because university buildings are not usually accessible of over the
weekend to allow for submission. Assessment tasks will generally not be graded after 14 days past the due da te.
3. Assignments must be submitted via the Safe Assignmentdrop box on the subject site, LearnJCU. Submissionsmust include a signed JCU cover sheet. Assignments without a signed coversheet will not be graded.
4. The assessment will be returned with feedback in no more than 21 days from due date of the assessment item.
4.2 Plagiarism and referencing
Plagiarism occurs when writers claim ownership of written words or ideas that are not their own. Plagiarism is a form of
cheatingand any instances of plagiarism will be dealt with promptly according to University procedures. Please see the JCUStudent Academic Misconduct Requirements Policy
Referencing is a systematic way of acknowledging the sources that you have used. Students should check out the veryhelpful online resources relating to academic writing, referencing and avoiding plagiarism at:
Writing and Maths Skills Onlinehttp://www-public.jcu.edu.au/learningskills/resources/wsonline/index.htm(In particular, the bookletSummarising, Paraphrasing & Avoiding Plagiarismis a very useful guide).
The Referencing Libguide
http://www.jcu.edu.au/policy/student/rights/JCUDEV_005375.htmlhttp://www-public.jcu.edu.au/learningskills/resources/wsonline/index.htmhttp://www-public.jcu.edu.au/learningskills/resources/wsonline/index.htmhttp://www-public.jcu.edu.au/learningskills/resources/wsonline/index.htmhttp://www.jcu.edu.au/office/tld/writingskills/documents/SP&Pac030406.pdfhttp://www.jcu.edu.au/office/tld/writingskills/documents/SP&Pac030406.pdfhttp://libguides.jcu.edu.au/referencinghttp://libguides.jcu.edu.au/referencinghttp://www.jcu.edu.au/student/assessmentexams/JCU_090850.htmlhttp://libguides.jcu.edu.au/referencinghttp://www.jcu.edu.au/office/tld/writingskills/documents/SP&Pac030406.pdfhttp://www-public.jcu.edu.au/learningskills/resources/wsonline/index.htmhttp://www.jcu.edu.au/policy/student/rights/JCUDEV_005375.html7/25/2019 LB5232 Subject Outline JCUB SP23 2015
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Information for current students www.jcu.edu.au/student/
Learning skills/ Language support Language and Learning CentreRoom 801
Online Learning skills/ Language support http://www-public.jcu.edu.au/learningskills/ and
Library (online) and computing services http://www-public.jcu.edu.au/libcomp/index.htm
Librarians and library collection Resource CentreLevel 2Responsibilities and rights http://www.jcu.edu.au/student/responsibilities/index.htm
Review of Assessment and Student Access toScripts and Materials Policy http://www.jcu.edu.au/policy/allitoz/JCUDEV_005333.html
Special Consideration, Supplementary, Deferredand Special Examinations Requirements
http://www.jcu.edu.au/policy/allitoz/JCUDEV_005344.html
Student Academic Misconduct Requirements http://www.jcu.edu.au/policy/allitoz/JCUDEV_005375.html
Student Policies http://www.jcu.edu.au/policy/student/
Student Councilhttp://www.jcub.edu.au/students/student-services/student-council.aspx
Students with a Disability Concierge Services, Ground Floor
http://www.jcu.edu.au/student/http://www.jcu.edu.au/student/http://www-public.jcu.edu.au/learningskills/http://www-public.jcu.edu.au/libcomp/index.htmhttp://www-public.jcu.edu.au/libcomp/index.htmhttp://www.jcu.edu.au/student/responsibilities/index.htmhttp://www.jcu.edu.au/student/responsibilities/index.htmhttp://www.jcu.edu.au/policy/allitoz/JCUDEV_005333.htmlhttp://www.jcu.edu.au/policy/allitoz/JCUDEV_005344.htmlhttp://www.jcu.edu.au/policy/allitoz/JCUDEV_005344.htmlhttp://www.jcu.edu.au/policy/allitoz/JCUDEV_005375.htmlhttp://www.jcu.edu.au/policy/allitoz/JCUDEV_005375.htmlhttp://www.jcu.edu.au/policy/student/http://www.jcub.edu.au/students/student-services/student-council.aspxhttp://www.jcub.edu.au/students/student-services/student-council.aspxhttp://www.jcub.edu.au/students/student-services/student-council.aspxhttp://www.jcu.edu.au/policy/student/http://www.jcu.edu.au/policy/allitoz/JCUDEV_005375.htmlhttp://www.jcu.edu.au/policy/allitoz/JCUDEV_005344.htmlhttp://www.jcu.edu.au/policy/allitoz/JCUDEV_005333.htmlhttp://www.jcu.edu.au/student/responsibilities/index.htmhttp://www-public.jcu.edu.au/libcomp/index.htmhttp://www-public.jcu.edu.au/learningskills/http://www.jcu.edu.au/student/7/25/2019 LB5232 Subject Outline JCUB SP23 2015
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College of Business, Law & Governance LB5232:03 Marketing and Customer Engagement Page 11
Section 5. Subject Calendar
Week/Date
Topic ReadingsRecommended Text Exercises,Questions and Case Studies
RelatedAssessment
Tutorial/Workshop
1
17 NovSession 1: Welcome to the World ofMarketing
Chapter 1
Discussing Choice and Ethical Issues, p.35, Q3.
Case Study,Marketing Plan,Exam
Analysing a Case Study
2
24 NovSession 2: Strategic Market Planning Chapter 2
Testing Your Knowledge, p. 70, Q3 &Q5.
Discussing Choice and Ethical Issues, p.71, Q2.
Case Study, Real Choices at Charlies,p. 73-75.
Case Study,Marketing Plan,Exam Developing a Marketing
Plan
3
1 DecSession 3:Thriving in the MarketingEnvironment
Chapter 3
Testing Your Knowledge, p. 100, Q2 &Q6.
Discussing Choice and Ethical Issues, p.101, Q2.
Case Study,A decision maker atHavaianas, p. 76-77.
Case Study, Toga Hospitality charmsGermany, p. 104-105.
Case Study,Marketing Plan,Exam
4
8 DecSession 4: Marketing Research Chapter 4
Testing Your Knowledge, p. 144, Q2 &Q4.
Discussing Choice and Ethical Issues, p.144, Q2.
Case Study,A decision maker at LoyaltyNew Zealand, p. 110-111.
Case Study,Marketing Plan,Exam
5
15 DecSession 5: Consumer Behaviour Chapter 5
Testing Your Knowledge, p. 180, Q3.
Discussing Choice and Ethical Issues, p.181, Q2.
Applying What You Have Learned,p.181, Q2.
Case Study, Formerly a decision makerat Arriba, p.150-151.
Case Study,Marketing Plan,Exam
19 Dec
3 JanLECTURERECESS
6
5 Jan
Session 6:Business-to-businessMarkets & Target MarketingStrategies and Customer
Chapter 6, 7 Testing Your Knowledge, p. 205, Q1 & Q2.Discussing Choice and Ethical Issues, p.205, Q2.
Case Study,Marketing Plan,Exam
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Relationship Management Applying What You Have Learned, p.205,Q1.Case Study, Taking lights to another level,p. 208-209.Testing Your Knowledge, p. 235, Q2 & Q4.
Learning by Doing, p.236, Q1.
Case Study,A decision maker at ADIG, p.210-211.
7
12 Jan
Session 7A: Creating and Managing
Products
Chapter 8 Testing Your Knowledge, p. 279, Q1 &Q2.
Discussing Choice and Ethical Issues, p.280, Q1 & Q2.
Case Study,A decision maker at Etiko,p. 242-243.
Case Study, McDonalds offers burgersthat are a little bit fancy, p. 282-283.
Case Study,Marketing Plan,
Exam
Session 7B: Services and Other
Intangibles
Chapter 9 Testing Your Knowledge, p. 312, Q1, Q2,Q3 & Q4.Discussing Choice and Ethical Issues, p.312, Q1 & Q2.Case Study,A decision maker at thePhiladelphia76ers, p. 284-285. Additional question:
Given the choice made by the 76ers, whatwould be the next step to increasing theorganisations marketing sophistication tomaximise ROI?
8
19 Jan
Session 8A: Pricing the Product
Chapter 10 Testing Your Knowledge, p. 351, Q2 &Q6.
Discussing Choice and Ethical Issues, p.351, Q3.
Case Study, Why are Australians payingmore for IT software and hardware thanUS consumers? p. 354-
355.
Case Study,Marketing Plan,Exam
Session 8B: Integrated Marketing
Communications: One-to-many
Chapter 11 Testing Your Knowledge, p. 394, Q3 &Q4.
Discussing Choice and Ethical Issues, p.395, Q3.
Case Study,A decision maker atHarvest Rain Theatre
Company, p. 358-359. Additionalquestion: What does the case suggest inrelation to the management and
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control of HRTC in their new venue?
9
26 Jan
Session 9: One-to-one and
Many-to-many Communications
Chapters 12 &13
Testing Your Knowledge, p. 422, Q1 &Q3.
Discussing Choice and Ethical Issues, p.422, Q1 & Q2.
Testing Your Knowledge, p. 448, Q1, Q2& Q3.
Discussing Choice and Ethical Issues, p.449, Q4.
Learning by Doing, p.449, Q1 (askfriends, family, or analyse your ownconsumer behaviour)
Case Study,A decision maker atSydney Trapeze School, p. 426-427.
Case Study,Marketing Plan,Exam
102 Feb
Session 10: Delivering Value
through Supply Chain and Logistics
Chapter 14 Testing Your Knowledge, p. 487, Q1, Q3& Q4.
Discussing Choice and Ethical Issues, p.487, Q1 & Q3.
Case Study,A decision maker atSandhurst Fine Foods, p. 456-457.
Case Study,Marketing Plan,Exam
Section 6. Assessment Criteria Sheets
Refer to Section 3.3, Assessment task 1 & 2 for the criteria and weighting.
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Rubric Grading Criteria for Case Study Assignment (15%)
Criteria High distinction85100%
Distinction7584%
Credit6574%
Pass5064%
Unsatisfactory 049%
Grade15%
Identify Key Issues
Describe unique characteristics of
the Decisionmakerscase you
have selected, outline the key
marketing issues and the
implications of these.
SLO 1, 2, 3CLO K1, S2, S3, A1
Weight: 15%
Demonstrates a solid
synopsis of the marketing
issues central to the case
and the implications of
these.
Exhibits a sound ability to
explain the marketing
issues central to the case
and the implications of
these.
Demonstrates a basic
ability to describe the
marketing issues in the
case and the implications
of these.
At a minimum identifies
the marketing issues in
the case.
Produced work which
fails to demonstrate
understanding of
marketing knowledge
pertaining to the case.
Discussion & Analysis
Critical analysis/ detailed argument;
clear and relevant application of
concepts.
SLO 1, 2,3
CLO K1, S2, S3, A1
Weight: 40%
Produces a highly
detailed and insightful
argument for selecting
one of the nonchosen
options (or a completely
different course of
action), which is linked to
theory, and shows
effective use of relevant
research evidence
sources to support ideas.
Produces a detailed
argument for selecting
one of the nonchosen
options (or a completely
different course of
action), mostly linked to
theoretical concepts, with
intermediate use of
relevant research
evidence to support
ideas.
Produces a reasonable
argument for selecting
one of the nonchosen
options (or a completely
different course of
action), with some
application of theoretical
concepts and some use of
relevant research
evidence to support
ideas.
Produces a basic
argument for selecting
one of the nonchosen
options (or a completely
different course of
action), with minimal
application of theoretical
concepts and basic use of
relevant research
evidence to support
ideas.
Failure to produce a basic
argument for selecting
one of the nonchosen
options (or a completely
different course of action)
and shows no or minimal
evidence of theory
application. Key ideas are
not supported with
relevant research
evidence.
Conclusions & Recommendations
Concise and logical link to the case;
recommendations flow from the
conclusions and add value to the
organisation.
SLO 1,2,3
CLO K1, S2, S3, A1
Weight: 25%
Demonstrates a solidevaluation of the
marketing challenges and
possible solutions for the
organisation in the case,
with insightful and welljustified
recommendations for
future options.
Conclusions andrecommendations are
concise and link logically
to the analysis of the
case. Relevant future
based options are noted
and evaluated for their
applicability.
Applies rudimentarythinking that is evidence
based to recommend
future options for the
organisation in the case.
Conclusions providelimited applicability to
the organisation in the
case and its broader
future based scenario
options.
Failed to identify relevantissues in the case. Little
original analysis shown.
Content Development
Logical flow; concise and cohesive.
CLO S3, A1
Weight: 10%
Demonstrates a high
ability to organise
content in a logical,
concise and cohesive
manner.
Demonstrates a sound
ability to organise
content in a logical,
concise and cohesive
manner.
Demonstrates some
ability to organise
content in a logical,
concise and cohesive
manner.
Demonstrates a basic
ability to organise
content in a logical,
concise and cohesive
manner.
Demonstrate little or no
ability to develop and
organise content in a
logical, concise and
cohesive manner.
Presentation, Style & ReferencingConvey information clearly and
fluently, in high quality written
form appropriate for target
audiences.
CLO S2, S3
Weight: 10%
Presented work isexpressed coherently and
concisely with zero
English and/or
referencing errors.
Employs appropriatelanguage and accepted
principles of English and
APA citation.
Communicates clearly
and concisely with
minimal errors.
Incorporates appropriatelanguage that generally
conveys meaning to
readers. Writing may
include some errors in
grammar and/or
referencing.
Uses a basicunderstanding of
language that conveys
ideas with a number of
discrepancies pertaining
to grammar and/or
referencing.
Presented work thatdemonstrates a lack of
literacy and rudimentary
writing skills. Does not
convey specific meaning.
Total /100
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Rubric Grading Criteria for Marketing Plan Assignment (35%)
Criteria High distinction85100%
Distinction7584%
Credit
6574%
Pass5064%
Unsatisfactory 0
49%
Grade
35%
Executive Summary
Review theplanshighlights and
objectives, linking the marketing effort
to higherlevel strategies and goals.
SLO 1, 2, 3, 4
CLO K1, S2, S3, A1Weight: 5%
Exceptional executive
summary that grabs the
interest of the reader;
excellent synopsis of the
report. Concluding ideas
and recommendations areclear, concise, stem logically
from the analysis in the
body of the report and
leave a strong impact on
the reader.
Sound executive summary
with solid synopsis of the
report. Conclusions and
recommendations are
concise and stem logically
from the analysis in thebody of the report.
Executive summary is clear
and concise, with a good
synopsis of the report.
Concluding remarks show
that some analysis and
synthesis of ideas occurred,but some of the conclusions
are not supported in the
body of the report.
Executive summary is
generally clear and concise,
with a reasonable synopsis
of the report. Concluding
remarks show that basic
analysis and synthesis ofideas occurred, but most of
the conclusions are not
supported in the body of
the report.
No executive summary or
limited attempt at an
executive summary.
There is no or minimal
indication that the author
tried to synthesise thereport or make conclusions
based on the research
conducted.
Current Market Situation &
Target Market, Customer Analysis and
Positioning
Describe unique characteristics of the
organisation and the product or
service. Analyse events and trends in
the environment that can affect the
organisation, its marketing and
stakeholders: market analysis, PESTLEanalysis and SWOT analysis. Also
consumer behaviour analysis and
segmentation, targeting and
positioning decisions.
SLO 1, 2, 3, 4
CLO K1, S2, S3, A1
Weight: 30%
Exceptionally researched
and extremely detailed
market situation and
customer analysis.
Demonstrates excellent
application of theory with
effective use of relevant
research evidence to
support ideas.
Wellresearched and
detailed market situation
and customer analysis.
Critical analysis mostly
linked to theoretical
concepts, and intermediate
use of relevant research
evidence to support ideas.
Reasonable market
situation and customer
analysis with some
application of theoretical
concepts and some use of
relevant research evidence
to support ideas.
Basic market situation and
customer analysis with
minimal application of
theoretical concepts and
basic use of relevant
research evidence to
support ideas.
Failure to demonstrate
basic market and customer
analysis and shows no or
negligible evidence of
theory application.
Discussion lacks logical flow
and key ideas are not
supported with relevant
research evidence.
Objectives, Marketing Strategy &
Marketing Programmes
Outline specific marketing, financial
and societal objectives in the plan.
Summarise the overall strategy to be
used in achieving the marketingplan
objectives by creating, communicatingand delivering value to the target
market. Details the programmes
supporting the marketing strategy:
product, pricing, distribution and
promotion.
SLO 1, 2, 3, 4
CLO K1, S2, S3, A1
Weight: 30%
Demonstrates exceptional
understanding of the
marketing concepts and
develops a creative and
thoughtful marketing plan,
with clear and strong links
between objectives,marketing strategy and
marketing programmes.
Demonstrates excellent
application of theory with
effective use of relevant
research evidence to
support ideas.
Demonstrates sound
understanding of the
marketing concepts and
develops a marketing plan
with clear and strong links
between objectives,
marketing strategy andmarketing programmes.
Demonstrates sound
application of theory with
intermediate use of
relevant research evidence
to support ideas.
Demonstrates reasonable
understanding of the
marketing concepts and
develops a marketing plan
that includes objectives,
marketing strategy and
marketing programmes.Demonstrates some
application of theory with
some use of relevant
research evidence to
support ideas.
Demonstrates basic
understanding of the
marketing concepts and
develops a marketing plan
with basic coverage of
objectives, marketing
strategy and marketingprogrammes. Demonstrates
basic application of theory
with minimal use of
relevant research evidence
to support ideas.
Failure to outline specific
objectives, marketing
strategy and marketing
programmes. Shows no or
negligible evidence of
theory application.
Discussion lacks logical flowand key ideas are not
supported with relevant
research evidence.
7/25/2019 LB5232 Subject Outline JCUB SP23 2015
16/16
College of Business, Law & Governance LB5232:03 Marketing and Customer Engagement Page 16
Financial and Operational Plans
Financial and operational
requirements related to marketing
programmes: Expected revenues and
profits; projected budget; schedules
and responsibilities; and any additional
information needed for planning and
implementation.
SLO 1, 2,3, 5
CLO K1, S2, S3, A1Weight: 15%
Demonstrates high level
understanding of financial
and operational
requirements related to
marketing programmes
including expected
revenues and profits,
projected budget, and
schedules and
responsibilities for the notforprofitorganisation.
Demonstrates sound
understanding of financial
and operational
requirements related to
marketing programmes
including expected
revenues and profits,
projected budget, and
schedules and
responsibilities for the notforprofit organisation.
Demonstrates reasonable
understanding of financial
and operational
requirements related to
marketing programmes
including expected
revenues and profits,
projected budget, and
schedules and
responsibilities for the notforprofitorganisation.
Demonstrates basic
understanding of financial
and operational
requirements related to
marketing programmes
including expected
revenues and profits,
projected budget, and
schedules and
responsibilities for the notforprofitorganisation.
Failed to demonstrate basic
understanding of financial
and operational
requirements related to
marketing programmes
including expected
revenues and profits,
projected budget, and
schedules and
responsibilities for the notforprofitorganisation.
Metrics and implementation control
Indicates how the plan will be
implemented and evaluated, including
metrics for performance
measurement.
SLO 1, 2, 3, 4
CLO K1, S2, S3, A1
Weight: 15%
Demonstrates high level
understanding of
implementation and control
processes and measures,
and excellent application of
these to the organisation.
Demonstrates sound
understanding of
implementation and control
processes and measures,
and solid application of
these to the organisation.
Demonstrates reasonable
understanding of
implementation and control
processes and measures,
and good application of
these to the organisation.
Demonstrates basic
understanding of
implementation and control
processes and measures,
and application of these to
the organisation.
Failed to demonstrate basic
understanding of
implementation and control
processes and measures,
and indicate how the plan
will be implemented and
evaluated.
Presentation, Style & Referencing
Convey information clearly and
fluently, in high quality written form
appropriate for target audiences.
CLO S2, S3
Weight: 5%
Presented work is
expressed coherently and
concisely with zero English
and/or referencing errors.
Employs appropriate
language and accepted
principles of English and
APA citation. Communicates
clearly and concisely with
minimal errors.
Incorporates appropriate
language that generally
conveys meaning to
readers. Writing may
include some errors in
grammar and/or
referencing.
Uses a basic understanding
of language that conveys
ideas with a number of
discrepancies pertaining to
grammar and/or
referencing.
Presented work that
demonstrates a lack of
literacy and rudimentary
writing skills. Does not
convey specific meaning.
Total /100