School of Marketing Australian School of Business€¦ · · 2014-04-29School of Marketing...

School of Marketing Australian School of Business

MARK 1012 Marketing Fundamentals

COURSE OUTLINE: SESSION 1, 2011

Marketing Fundamentals - MARK1012 S1 2011

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A letter from the Lecturer-in-charge: Mark 1012… … Dear Students Welcome to Mark1012: your gateway to the amazing world of marketing! This document describes the main requirements and guidelines for the course and answers most of the questions you might have regarding this course. Please read it thoroughly and carefully. Any additional information not included in this document (particularly about assessment including the exam, major project) will only be communicated in lectures and tutorials as we move through the session. Hence, it is important for you to (i) regularly attend all your lectures and tutorials; (ii) visit the BLACKBOARD website for this course and (iii) check your unimail account ([email protected]) for important notices containing additional information. As a matter of principle, I only respond to student emails sent from the official uni accounts; correspondence from yahoo, hotmail, gmail etc. are totally ignored. Please note that creating an atmosphere of intellectual excitement – of curiosity, discovery and debate is the joint responsibility of the teaching staff and the students. You are expected to contribute to learning by being proactive and prepared to share your views and experiences related to course topics with others. While I have devised several assessment tasks to help you learn, it is ultimately your personal responsibility to ensure your own progress. You can achieve this only through a high level of engagement, commitment, and time devoted to learning. Finally, a new and wonderful world of marketing awaits you. The teaching team would be ushering you into that world where you would get to see modern marketing in action. Bring your curiosity, readiness and your passion to learn so that we can have a memorable journey! Enjoy the course.

I look forward to meeting you in the lectures!

Mohammed A Razzaque Mohammed A Razzaque PhD Associate Professor, School of Marketing Lecturer-in-Charge, MARK1012


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Table of Contents*

1. COURSE TEACHING TEAM 1

1.1 Communication with Staff 2

2. INFORMATION ABOUT THE COURSE 2

2.1 Teaching Times and Locations 2 2.2 Units of Credit 2 2.3 Overview of the Course 3 2.4 Course Aims and Relationship of this Course to Other Courses 3 2.5 Student Learning Outcomes 4

3. LEARNING AND TEACHING ACTIVITIES 4

3.1 Approach to Learning and Teaching in the Course 4 3.2 Learning Activities and Teaching Strategies 5

4. LEARNING ASSESSMENT 6

4.1 Formal Requirments 6 4.2 Assessment Details 6 4.3 Assignment Submission Procedure 12

5. ACADEMIC HONESTY AND PLAGIARISM 12

6. COURSE RESOURCES 13

7. COURSE EVALUATION AND DEVELOPMENT 14

8. STUDENT RESPONSIBILITIES AND CONDUCT 14

8.1 Workload 14 8.2 Attendance 14 8.3 Special Consideration and Supplementary Examinations 15 8.4 General Conduct and Behaviour 16 8.5 Occupational Health and Safety 17 8.6 Keeping Informed 17

9. ADDITIONAL STUDENT RESOURCES AND SUPPORT 17

10. COURSE SCHEDULE 19

* Thanks to Marion Burford, Tania Bucic and Gary Gregory of the School of Marketing for their help and contribution in developing this course outline.


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1. COURSE TEACHING TEAM Lecturer in Charge: Mohammed A Razzaque Consultation time: Tuesday 1100 – 1200 Location: QUAD, Room 3017 Contact ph: 9385 1435 Email: [email protected]

Tutoring staff (Tentative: you would be informed of changes, if any)

Name: Daisy Liu Stephanie Huang Consultation time: TBA Thursday 1300‐1400 Location: QUAD 3050 QUAD 3022 Contact ph: 9385 3191 9385 2387 Email: [email protected] [email protected] Name: Ryan Miller Cheng Qian Consultation time: TBA TBA Location: QUAD 3003 QUAD 3005 Contact ph: 9385 2384 9385 2638 Email: [email protected] [email protected] Name: Gavin Northey Ehsan Ahmed Consultation time: TBA TBA Location: TBA QUAD 3046 Contact ph: TBA 9385 3384 Email: [email protected] [email protected] Name: Jacki Mo Meng Jie Consultation time: TBA Wednesday 1530 ‐ 1630 Location: QUAD 3003 QUAD 3003 Contact ph: 9385 3384 9385 3384 Email: [email protected] [email protected] Name: Ning Cheng Sapna Patel Consultation time: TBA TBA Location: QUAD 3005 9385 2641 Contact ph: 9385 2638 9385 2641 Email: [email protected] [email protected] Name: Syeda Nusrat Afza Consultation time: TBA Location: TBA Contact ph: TBA Email: [email protected]


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1.1 Communication with Staff

Your lecturer‐in‐charge and the tutor assigned to the tutorial session of your choice will be available for consultation at the specified times. If you need to contact your lecturer or tutor outside his/her posted consultation time, please send him/her an email from your unimail address ([email protected]) or phone him/her with your question. You may also organise a mutually suitable consultation arrangement. Please note that a staff member may not always be able to give an immediate response to a question or query, so please respect his/her time constraints. Communications from other email addresses (yahoo, hotmail, gmail etc.) would be totally ignored.

To post any query that you might have and/or to initiate any course related discussion, go to the ‘Discussion Board’ of the Mark1012 ‘Blackboard’ site

(www.telt.unsw.edu.au). Post your comments in the forum ‘Your Say’. I shall give my response in the forum titled ‘My Response’. This is useful for general issues that other students may also be interested in. It also maintains consistency of the ‘message’. To access the Blackboard online support site for students, follow the links from www.elearning.unsw.edu.au to UNSW Blackboard Support / Support for Students. For additional technical support: Email: [email protected]; Ph: 9385 1333.

2. INFORMATION ABOUT THE COURSE

2.1 Teaching times and Locations

For updated information regarding lecture/tutorial times and locations, please refer to School of Marketing website: http://www.timetable.unsw.edu.au/current/MARK1012.html .

The lectures (12 in total – see Course Schedule p18) will be at the following times and locations: Monday: 1100 am – 1230 pm in Law Theatre G04 Monday: 1500 pm‐1630 pm in CLB 7 You MUST attend the lecture that you are registered in as seating capacity in each lecture theatre is limited.

You MUST enrol in one of the tutorials via myUNSW.edu.au. This is the only way to do it. You can ONLY attend the tutorial in which you are enrolled. Tutors CANNOT and WOULD NOT change your tutorials. Remember that work commitment is not an acceptable reason for non‐attendance or change of tutorial class. Tutorials (11 in total) start in Week 2 (i.e., Week starting on March 7, 2011) and conclude in week 13 (Week starting on May 30, 2011).

2.2 Units of Credit

MARK1012 is a 6 credit point undergraduate subject. It is a core subject for the undergraduate marketing stream and has no pre‐ or co‐requisites.


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2.3 Overview of the course

What exactly is marketing?

Stated simply, marketing refers to everything that a firm needs to place its products, services or ideas in the hands of its potential customers. Stating more formally, marketing is concerned with the creation of ‘value’ and exchange of ‘values’ between marketers and their customers. This is reflected in its definition: marketing is the business function that determines customer needs, identifies target markets that the company can serve better than its competitors, designs marketing strategy and develops plans and programs to serve these markets effectively and efficiently.

Since the basic purpose of business is to create customers, the way to grow a business is through marketing. This explains why marketing has often been equated with creativity and viewed as the most important function in business. Marketing is a dynamic and highly stimulating field of contemporary business studies and in this course you will be exposed to the “language of marketing” used by marketing managers, scholars and researchers.

2.4 Course aims and Relationship of this course to other courses

The aim of MARK1012 is to provide you with an introduction to marketing concepts and explain the role of marketing in modern organisations and in the society. It intends to demonstrate to you how marketing contributes towards value creation by outlining the knowledge you would require to have as a marketing manager and explaining how you can apply that knowledge in real life business situations and problem solving. You would be familiar with the factors that influence marketing decision making in the firm and various frameworks used to conduct the activities constituting the organisation’s marketing function. You would gain an understanding of marketing as a business function and learn where it fits within the organization and how. In addition, the course would prepare you for further study across the broad spectrum of product, service, ideas, consumer, business‐to‐business, international and social marketing.

These aims can only be fulfilled through a joint effort. While the teaching team would work towards stimulating your interest and learning, you must be proactive and take initiative to get involved in a program of self‐ and group‐study.

Mark1012 is the first course that you must enrol in if you intend to graduate with a ‘Marketing Major’. As mentioned earlier this course does not have a pre‐ or co‐ requisite; however, it is a prerequisite for all advanced marketing courses: Consumer Behaviour (MARK2051); Marketing Research (MARK2052); Marketing Communications and Promotions Management (MARK 2053); Market Analysis (MARK 3054); Services Marketing and Management (Mark2055): International Marketing (MARK2071); Distribution and Service Management (MARK 3081) and Strategic Marketing Management (MARK 3082) the capstone course.

Please be advised that the general education subject, Introduction to Marketing (GENC 6001), is NOT a substitute for Mark 1012.


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2.5 Student Learning Outcomes (SLO)

MARK1012 has a number of student learning outcomes (SLO) which relate to various

graduate attributes of the Australian School of Business. Successful completion of this

course should result in these outcomes. Information on the ASB Graduate Attributes

and how they align with the UNSW Graduate Attributes (2008) is available on the ASB

Graduate Attributes webpage (ASB>Learning and Teaching >Graduate Attributes).

Linkages between the SLOs in MARK1012 and the graduate attributes are presented in

the following table:

No Graduate Attributes Student Learning Outcomes (SLOs).

1 Critical thinking and

problem solving

develop intellectual skills, particularly the ability to think critically; evaluate key theories and compare and contrast them.

develop analytical skills and demonstrated the use of those skills in analysing real life problems, making decisions with respect to various marketing situations.

2 Communication: communicate effectively and confidently in oral and written forms, in various contexts.

Complete final written project using skills acquired throughout the course

3 Teamwork and

Leadership

acquire the ability to work with other people and effectively communicate with them;

organize individual and group work to meet deadlines.

4 Social, ethical and global

perspectives

demonstrate your understanding of social, global and ethical perspectives on a range of cultural, environmental and economic factors that influence the marketing function of the firm in today’s fast changing environment

5 In‐depth engagement

with relevant disciplinary

knowledge

acquire an overall working knowledge and understanding of the basic theories, concepts and principles of the marketing discipline and the approaches and tools used by marketing decision makers and apply them in your practice.

understand the importance of customer orientation and how an integrated application of marketing tools can foster profitable exchanges with target customers

6 Professional skills: able to collect, analyse and evaluate information and ideas, and define and solve problems.

Please refer to Table 4.2 (p. 7) to see how the graduate attributes correspond to various assessment modes.


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3. LEARNING AND TEACHING ACTIVITIES

3.1 Approach to learning and teaching

As a Marketing manager you would need many skills to meet the various challenges

involved in the creation and exchange of ‘value’. You need to be flexible, creative and

innovative; you must acquire the ability to work cooperatively, as the delivery of a

‘product’ requires both coordination and collaboration from within the organization and

with other external players and actors in the market and its environment.

Keeping these in view, the course has been structured to help develop and hone skills

required “to create (and retain) a customer”. The learning environment emphasises (i)

the development of a conceptual understanding of marketing, and (ii) application of this

understanding through experiential learning activities. The lectures, tutorials and

assessment tasks are designed to explore topics from different perspectives leading to a

depth of understanding of core marketing concepts and current issues. You are

encouraged to prepare through observation, additional reading, and actively searching

for and accessing information on the topics discussed; to become more aware of and

attuned to the environment, i.e., the world around you from a marketing perspective; to

work cohesively within your tutorial group; and to plan and execute the various

assessment tasks. These are generic skills that will help you with your future marketing

subjects where there is a strong emphasis on team work and experience‐based learning.

Student involvement in class activities has a strong link to favourable learning

outcomes; active participation and a positive attitude are highly desirable.

3.2 Learning Activities and Teaching Strategies

Each student is expected to attend one 1.5 hour lecture (for 12 weeks starting from

February 28 and ending on 27 May) and one 1.5 hour tutorial per week throughout the

entire semester (for 11 weeks starting from March 7 and ending on 3rd June). Please

check the ‘Course Schedule (p. 18 of this document) for the actual lecture and tutorial

dates.

Presentation of basic concepts/theories through formal lectures, discussion in tutorial

sessions and student work constitutes the primary mode of instruction. Lectures will

provide frameworks for exploring the scope of marketing and various marketing

concepts and theories supported with examples. You are expected to supplement and

complement the formal lecture/tutorial materials by reading, thinking, discussing and

debating, and by writing material.

The tutorials are designed to encourage a high level of student involvement. They enable

you to explore and discuss the more challenging concepts, to become fluent in the use of

marketing jargon and to learn through examples, research efforts and interaction with

others. The tutorials will not be a repeat of the lecture. Your tutors will facilitate your


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learning through face‐to‐face interaction with you. Discussion in the tutorial sessions,

individual assignments, quizzes and collaborative activities such as group work and

presentations will help you integrate, synthesize, apply and present materials that you

learn in the course. In short, tutorials will enable you to learn better.

To maximize learning, you are expected to have read the prescribed material (e.g. text

chapters), prior to attending lectures and tutorials, and to have made note of any

questions and any examples from the media or your own experience that you can bring

up in for discussion. Remember that textbooks only provide the basic framework and

give a good sound start for you further reading. So you need to read widely to

supplement and update the text material.

The assessment scheme has been designed to support your active involvement in this

subject. You are expected to complete a group project that links to the theoretical

material introduced in lectures. You are required to build your knowledge through

application of the principles you have learnt in this course. There is also ongoing tutorial

group work; remember, you will NOT be able to just ‘last‐minute’ cram for this subject!

4. LEARNING ASSESSMENT

4.1 Formal Requirements

In order to pass this course, you need to achieve a composite mark (i.e., sum of marks in

ALL assessment components) of at least 50. However, take note of the following:

You must attend at least 80% of all lectures and tutorials (as per university

regulations) and actively participate in tutorials;

You must perform satisfactorily in the continuous assessment components, i.e.,

quizzes, class participation, and case presentation and your major project; and

most importantly, You must pass the final examination, i.e., obtain at least 50% (i.e., 17.5 out

of 35) in the Final Exam component. This is very important: if you have a

composite score of 50 or more, but your score in the ‘Final Exam’ component

is less than 50% (less that 17.5 out of 35) a UF grade (Unsatisfactory Failure)

will be awarded to you.

4.2 Assessment Details

Table 4.2 (next page) presents the formal assessment scheme for MARK1012. The table

gives details of the various assessment components or tasks; how each task addresses

the various learning outcomes (SLOs); their links to the ASB graduate attributes and

explains how each assessment will be judged.


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Table 4.2 MARK 1012 ‐ The Assessment Scheme

From time to time, additional tasks may be assigned to you. These are aimed to allow you to develop skills in certain areas before having to submit your work for formal assessment or marking. These tasks, which will not attract a mark, are just as important for your learning.

4.2.1 Tutorial Activities

The various components of the assessment scheme will ensure that you gain adequate

knowledge about marketing concepts/theories; enhance your critical analysis skills and

problem solving abilities; and develop communication skills. You need to actively

participate throughout. While you would be encouraged to speak within the tutorial

group, you will often be asked questions even in the formal lecture. These will help you

improve your presentation and public speaking skills.

In week 2 in your tutorial, you will be divided into five groups (with five/four students in

each group). You must be present on that day; if you are absent you will be randomly

allocated into one of the groups. Cross‐tutorial groups will NOT be permitted; i.e., you

ASSESSMENT TASKS

Weight of

each task

Type of

task

ASB

Graduate

Attribute

assessed

Length

(No. o

f

words/Time)

Scheduled/ Due Date

Group Case Presentation General participation in tutorials

5%

5%

Group

Individual

1 to 6

1, 2, 4 to 6

600 words/ 20 minutes

Tutorial 4, 5, 8, 9, 10

Throughout the course

Three quizzes 25% Individual 1, 2, 4 to 6 3 x 30 = 90 minutes

Tutorial 3, 6, 10

Major Project(2 stage submission)

25% (5% + 20%)

Group 1 ‐3, & 5 Stage 1:1500 words (20% of 25%)

Stage 2: 3000 words (80% of 25%)

Tutorial 5 Apr 4 – Apr 8

Research Participation

5% Individual 1, 4 N/A to be advised

Final Examination (End of semester)

35% Individual 1, 2, 4 to 6 2 hours Formal UNSW Exam period


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are NOT permitted to form groups across different tutorials. Also note that there will

be no changes to groups at any point, or for any reason whatsoever, after Week 3.

In your group, you will be required to:

(i) Present a topic‐related case study assigned to your group in the class (20/25

minutes): develop a two‐page referenced case summary; and submit a copy

of the presentation (i.e., overheads used) to your tutor. Please note that

every group member will have to speak during presentations and discussions.

(ii) Lead the class discussion (in a separate week): briefly review any difficult

topic‐related issues or concepts; and then open up opportunities for the class

to actively join in a discussion of the discussion questions. A single page

summary to be handed to the tutor.

For further details about (i) and (ii), see the Course Outline: Table 10.1, Tutorial Activities.

The tutorial is NOT a mini‐lecture; it is a time for clarification, practice, interaction and

reflection. Your tutor is a guide and mentor who will facilitate your learning. It is worth

noting that class involvement is an important aim of these tutorials.

Please note that you may be given a letter grade (e.g., DN, HD, CR PS, FL), not a

numerical mark for some of the activities undertaken during the semester. However,

your overall tutorial mark given at the end of session will convert the letter grades into

marks and normalize them across different tutorials. Your overall tutorial grade will

reflect the group grade for the case, your overall contribution to the case presentation

as reflected by peer evaluation; effort in leading the discussion; individual effort in any

informal assessment tasks; participation in tutorial discussions in general as well as tutor

observation of other aspects of class participation. This means that NOT EVERYONE in

the group will receive the same mark. Co‐operation and collaboration are encouraged.

The marking criteria that will be applied for tutorial assessments are as follows:

(a) Group Case Presentation:

Content (contributes around 70 % to the case grade)

Succinct overview of the case situation (use the case questions listed in the

weekly schedule in the Tutorial Guide)

Elaboration of options or solutions to the issues arising (not just one ‘answer’)

Evidence of further research to more fully understand the case / solutions,

including a update on the current situation (if a ‘real’ scenario and if available)

Clear argument for the recommended solution of the case

Must not exceed 600 words (max. 2 pages) and should be correctly referenced

Must have an Assignment Cover Sheet, signed by each group member of the

group.


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Presentation (around 30 % of the case grade)

Equal sharing of the presentation amongst group members

Engaging the audience – involvement, interest and relevance

Clarity of any visual aids used (avoid lots of reading as audience will switch off)

Acknowledgement of sources of information

Time management (overall, and for each presenter – so practice before hand)

Copy of Presentation Plan (one page; student names, timing. roles etc. for tutor)

The case must be handed in to your tutor at the beginning of the tutorial you are

scheduled to present (Comments may be provided by the tutor on

things that were done well, created interest or were different,

things that may need to be improved and

written material; clarity (so readable and clear, referencing using Harvard style).

If you are absent on the day you are scheduled to present your case or help lead the

discussion, you will receive zero for this piece of assessment. ALL students should come

prepared for every tutorial as your active participation is required. Table 4.3 (next page)

presents the marking criteria for the case study.

(b) Individual Tutorial Participation

Attend all tutorial classes (arrive on time and do not excuse yourself before the

class is complete). Take note of the formal 80% minimum attendance

requirement of the university. If you do not achieve this you will be prevented

from sitting the final exam in accordance with university guidelines.

Join in discussions: bring examples from your own experience

Listen attentively to the individual or group who has the ‘floor’.

Complete all formal and informal tasks on time

The level of general participation will moderate the group grade for the case

presentation and the discussion.

Your tutors may comment on the following aspects of your presentation

1. The things you did well in your presentation:

2. The things you could improve to deliver a better presentation:

3. Additional general comments:


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Table 4.3

SAMPLE MARKING CRITERIA

Presentation Checklist and Feedback Sheet

Group Number:_______ Date:____/____/____ Grade:___

The ticks below indicate your standing with regard to each statement. A tick in the extreme left box means that the statement on the left is true and therefore is of high distinction quality. Ticks to the left within a box are better than ticks to the right.

HD DN CR PS FL

85

100

75

84

65

74

50

64

<50

CONTENT (Worth 70%)

Question answered and covered in depth

Question ignored or superficially answered

Convincing & logical argument Rambling argument, neither convincing nor logical

Rigorous critique of key concepts Limited demonstration of key concept understanding

Original and creative thoughts Little evidence of creative thoughts

Critical and evaluative analysis Statement of facts and no analysis of relative importance of issues

PRESENTATION (Worth 30%)

Fluency, lack of reading, smooth changeover

Read from/heavy use of notes, loss of momentum at changeovers

Attention grabbing introduction Introduction did not grab attention

Answered the question directly Took too long to answer the question

Overheads clear, specific, readable

Overheads too complex with a lot of words or figures

Kept within time limit Went over time

4.2.2 Three Quizzes and Final Exam

In each of weeks 4, 7 and 11, there would be a 20‐25 minute quiz in your respective

tutorial class (end of the session). Quiz 1 (Week 4, tutorial 3) would be based on lecture

materials covered during weeks 1, 2 &3; Quiz 2 (Week 7, tutorial 6) will ask questions

from materials covered in weeks 4, 5 and 6; finally Quiz 3 (Week 11, tutorial 9) will be

based on materials covered in weeks 7, 8, 9 and 10. Each of the first two quizzes is worth

7.5% of the overall 25% quiz component; Quiz 3 is worth 10% of the overall 25% of the

quiz component. If you miss any of the quizzes due to reasons acceptable to the

university (i.e., medical reasons, compassionate grounds etc.) you would be allowed to

take a make‐up quiz in week 13, tutorial 11. You must produce a medical certificate (or

other relevant documents) to your tutor.


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4.2.3 Major Project

The major project is a group task that deals with a new product. A separate project brief

would be provided to you telling you what to do.

This assignment is designed to encourage you to gain as many different perspectives as

you can, to work as a group and to develop communication skills. The project has to be

completed in two stages; each stage place different emphasis on various performance

criteria outlined in the Project Brief. Stage 1 is designed to give you feedback on your

background secondary research, depth, relevance and appropriateness of your

referencing (5% of your overall grade). Stage 2 (worth 20% of your overall mark) allows

you to address any shortcomings in Stage 1, and to build a picture of your assigned

product /product category. The final project report presented at the end of Stage 2

incorporates your updated Stage 1. Each group will present the summary of final

version of their respective project in Tutorial 11 (Week beginning May 30, 2011) using

3‐4 slides (max 8 minutes). For detailed instructions relating to this project please refer

to the Major Project Brief. However, instructions about assignment submission

procedure and late submission are provided below (see Sections 4.3 and 4.4).

4.2.4 Research Participation

You will have the opportunity to participate in a real life marketing research being

conducted by the school. Participation in this project will earn 5% of your overall mark.

Separate details will be provided once the allocations have been finalised. Should you

not wish to participate or in the event that you are not selected, contact your lecturer

for alternative assessment activities (such as review of scholarly articles, development of

annotated bibliography, extra assignment etc.)

At the end of the research, the researcher will give a research participation receipt to the

participating student. Make sure to handover your participation receipt to your tutor,

NOT the lecturer. It is your responsibility to check with the tutor/researcher that your

participation has been noted. The lecturer will not add names to the list at any time.

4.2.5 The Final Examination

The final exam, worth 35%, will be scheduled by the UNSW examinations unit. Please

consult the appropriate website when it is updated with the exam timetable. Alternative

exam times are NOT provided for this subject (so please do not ask for an earlier/later

exam time).


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4.3 Assignment Submission Procedure

Each assignment report must have a cover sheet available at:

http://www.asb.unsw.edu.au/schools/marketing/studentresources/Pages/default.aspx

Please arrange to have the assignment cover sheet signed by all group members. Do

NOT sign on behalf of a fellow student. It is strongly suggested that ALL members check

and endorse any document before submission – it is important that you do know what is

submitted under your name.

The Stage 1 report must be handed in to your tutor, at the end of your tutorial 5 (4th –

8th April). Similarly, Stage 2 report must be submitted to your tutor, at the end of your

last tutorial; tutorial 11 (30th May – 3rd June, 2011).

In accordance with School of Marketing policy, late submissions will attract a 10 % per

day penalty.

Quality Assurance

The ASB is actively monitoring student learning and quality of the student experience in all its

programs. A random selection of completed assessment tasks may be used for quality assurance, such

as to determine the extent to which program learning goals are being achieved. The information is

required for accreditation purposes, and only aggregated findings will be used to inform changes aimed

at improving the quality of ASB programs. All material used for such processes will be treated as

confidential and will not be related to course grades.

5. ACADEMIC HONESTY AND PLAGIARISM

The University regards plagiarism as a form of academic misconduct, and has very strict

rules regarding plagiarism. A short note on plagiarism has been posted on the Course

Content page of the Blackboard. For full information regarding policies, penalties and

ways to avoid plagiarism see: http://www.asb.unsw.edu.au/learningandteaching/studentservices/resources/Pages/referencingandplagiarism.aspx

To learn more about the correct referencing procedure refer to ASB Harvard

Referencing Guide (Updated) at: http://www.asb.unsw.edu.au/learningandteaching/Documents/Harvardreferenceguide.pdf


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6. COURSE RESOURCES

Prescribed text book (includes tutorial cases for general discussion):

Kotler P., Adam S., Denize, S. and Armstrong G. (2009) Principles of Marketing, 4th

Edition, Sydney, Pearson/Prentice Hall.

Additional / alternative readings:

Pride W., Rundle‐Thiele S., Waller D., Elliott G., Paladino A., Ferrell O. (2007) Marketing:

Asia‐ Pacific Edition, John Wiley & Sons, Brisbane.

Recommended Internet sites:

On the Pearson website: www.mymarketinglab

Student access code: CDSCDCN‐215751

www.library.unsw.edu.au (look at linked databases for relevant information)

Journals/periodicals:

NEWSPAPERS/MAGAZINES

Business Review Weekly (BRW) B&T Magazine

Australian Financial Review Marketing Management

The Australian (Marketing Section) Advertising News

Sydney Morning Herald (Business Section) Advertising Age

ACADEMIC JOURNALS

Journal of Marketing Harvard Business Review

Australian Marketing Researcher Journal of Consumer Research

Journal of Advertising Journal of Advertising Research Journal of Retailing Journal of Marketing Management

Marketing Management European Journal of Marketing

Australian Journal of Management


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7. COURSE EVALUATION AND DEVELOPMENT

The School of Marketing has always been particularly keen to obtain feedback from

students about this gateway course of the School. Each session the School implements

the UNSW Course and Teaching Evaluation and Improvement (CATEI) process. You are

required to complete a couple of feedback forms that are made available to you towards

the end of the semester.

Historically, MARK1012 has been rated well. One of the reasons for this is the fact that it

is constantly revised and updated based on student feedback and evaluation. Hence,

your feedback is important and I will remind you towards the end of the session to

complete the CATEI forms and have your say.

8. STUDENT RESPONSIBILITIES AND CONDUCT

8.1 Workload

The rule of thumb is that you will spend at least ten hours (10 hrs) per week for this

course. This time should be made up of attending lectures and tutorials, reading,

research, working on exercises, and problem solving. However, in periods when you

need to prepare case studies, complete assignments or prepare for examinations, the

workload may increase.

Each student has a unique style of and approach to learning. The overriding need is for

you to plan, and do your study and work early. Last minute effort and cramming is not

very useful in marketing subjects as there is significant ongoing group and project work.

It is important to note that over‐commitment is undesirable as it has been a cause of

failure for many students. There is a high component of group work so steady and

consistent effort is required. You should take the required workload into account when

planning how to balance study with employment and other activities.

8.2 Attendance

Your regular and punctual attendance at lectures and tutorials is expected in this course.

University regulations state that if students attend less than 80% of scheduled classes

they may be refused final assessment (www.my.unsw.edu.au). Your tutor will monitor

your class attendance, your participation and your involvement in group activities.


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8.3 Special Consideration and Supplementary Exams

You must submit all assignments and attend all examinations scheduled for your course.

You should seek assistance early if you suffer illness or misadventure which affects your

course progress.

General Information on Special Consideration:

1. For assessments worth 20% or more, all applications for special consideration

must go through UNSW Student Central

(https://my.unsw.edu.au/student/academiclife/StudentCentralKensington.html)

and be lodged within 3 working days of the assessment to which it refers;

2. Applications will not be accepted by teaching staff, but you should notify the

lecture‐in‐charge when you make an application for special consideration

through UNSW Student Central;

3. Applying for special consideration does not automatically mean that you will be

granted a supplementary exam;

4. Special consideration requests do not allow lecturers‐in‐charge to award

students additional marks.

Information for ASB Undergraduate Courses:

ASB Policy on requests for Special Consideration for Final Exams:

The policy of the School of Marketing is that the lecturer‐in‐charge will need to be

satisfied on each of the following before supporting a request for special consideration:

1. Does the medical certificate contain all relevant information? For a medical

certificate to be accepted, the degree of illness, and impact on the student, must

be stated by the medical practitioner (severe, moderate, mild). A certificate

without this will not be valid.

2. Has the student performed satisfactorily in the other assessment items?

Satisfactory performance would require obtaining at least 35% marks in each of

the continuous assessment item specified in the Course Outline and meeting the

obligation to have attended 80% of tutorials.

3. Does the student have a history of previous applications for special

consideration? A history of previous applications may preclude a student from

being granted special consideration.


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Special Consideration and the Final Exam:

Applications for special consideration in relation to the final exam are considered by an

ASB Faculty panel to which lecturers‐in‐charge provide their recommendations for each

request. If the Faculty panel grants a special consideration request, this will entitle the

student to sit a supplementary examination. No other form of consideration will be

granted. The following procedures will apply:

1. Supplementary exams will be scheduled centrally and will be held approximately two

weeks after the formal examination period. The dates for ASB supplementary exams for

session 1, 2011 are:

12 July 2011 – exams for the School of Accounting

13 July 2011 – exams for all Schools other than Accounting and Economics

14 July 2011 – exams for the School of Economics

If a student lodges a special consideration for the final exam, they are stating they will be

available on the above dates. Supplementary exams will not be held at any other time.

2. Where a student is granted a supplementary examination as a result of a request for

special consideration, the student’s original exam (if completed) will be ignored and only

the mark achieved in the supplementary examination will count towards the final grade.

Failure to attend the supplementary exam will not entitle the student to have the

original exam paper marked and may result in a zero mark for the final exam.

If you are too ill to perform reasonably on the final exam, do not attend the final and

apply for a supplementary instead. However granting of a supplementary exam in such

cases is not automatic. If a student attends the regular final, s/he is unlikely to be

granted a supplementary exam.

The ASB’s Special Consideration and Supplementary Examination Policy and Procedures

for Final Exams for Undergraduate Courses is available at:

http://www.asb.unsw.edu.au/currentstudents/resources/forms/Documents/supplemen

taryexamprocedures.pdf.

Special consideration and assessments other than the Final exam:

Determined by the lecturer‐in‐charge on a case‐by‐case basis.

8.4 General Conduct and Behaviour

You are expected to conduct yourself with consideration and respect for the needs of

your fellow students and teaching staff. If your conduct is unduly disruptive or if it

interferes with a class, such as ringing or talking on mobile phones, you may be asked to

leave the class. More information on student conduct is available at:

www.my.unsw.edu.au


Page 17

8.5 Occupational Health and Safety

UNSW Policy requires each person to work safely and responsibly, in order to avoid

personal injury and to protect the safety of others. For more information, see http://www.ohs.unsw.edu.au/

8.6 Keeping informed

You must take note of all announcements made in lectures, tutorials or on the course

web site [VISTA]. You will be able to download lecture notes from this site; post and read

discussion comments; and view other material that is relevant to the course. It is your

responsibility to check the Mark1012 website and your official university Email

account. As a matter of policy, we will use and reply to student Email only. Staff will

assume that you are up to date with current information and latest announcements.

Also, from time to time, the University will send important announcements to your

university Email address without providing you with a paper copy. You will be deemed

to have received this information.

9. ADDITIONAL STUDENT RESOURCES AND SUPPORT

The University and ASB provide a wide range of support services for students, including

Learning and Study Support:

ASB Education Development Unit (EDU) (www.business.unsw.edu.au/edu)

Academic writing, study skills and maths support specifically for ASB students.

Services include workshops, online and printed resources, and individual

consultations. EDU Office: Room GO7, Ground Floor, ASB Building (opposite Student

Centre); Ph: 9385 5584; Email: [email protected]

Capturing the Student Voice: An ASB website enabling students to comment on any

aspect of their learning experience in the ASB. To find out more, go to

http://www.asb.unsw.edu.au/currentstudents/resources/studentfeedback/Pages/de

fault.aspx.

UNSW Learning Centre (www.lc.unsw.edu.au )

Academic skills support services, including workshops and resources, for all UNSW

students. See website for details.

Library training and search support services:

http://info.library.unsw.edu.au/web/services/services.html


Page 18

Blackboard eLearning support: For online help using Blackboard, follow the links from www.elearning.unsw.edu.au to UNSW Blackboard Support / Support for Students. For technical support, email: [email protected]; ph: 9385 1333.

UNSW IT Service Desk: Technical support for problems logging in to websites,

downloading documents etc. Contact:

IT Service Centre

https://www.it.unsw.edu.au/students/index.html

UNSW Library Annexe (Ground floor)

UNSW Counselling Service: Contact UNSW Counselling and Psychological Services at

(http://www.counselling.unsw.edu.au).

Office: Level 2, Quadrangle East Wing; Ph: 9385 5418

Free, confidential service for problems of a personal or academic nature; and

workshops on study issues such as ‘Coping With Stress’ and ‘Procrastination’.

Student Equity & Disabilities Unit (http://www.studentequity.unsw.edu.au) Advice

regarding equity and diversity issues, and support for students who have a disability

or disadvantage that interferes with their learning. Office: Ground Floor, John

Goodsell Building; Ph: 9385 4734


Page19

Table 10.1: Course Schedule (Tentative)

All lectures are on Mondays (Morning session: 1100am – 1230pm in Law Theatre G04 ; and afternoon session 1500pm – 1630pm in CLB 7); however, tutorials are scheduled on different days and different times throughout the entire week.

Please note in most instances the tutorial topics are one week behind. You are expected to pre‐read in preparation for the lecture, and then re‐read to consolidate for the tutorial.

Teaching Week: date

(Tutorial No.) Lecture Topic/s Text Chapter/s*

Tutorial Activities in this week (see Tutorial Outline for Discussion questions)

Major Project Activities/Comments

1: 28th February(No Tutorial)

Introduction Marketing Overview Chapter 1

No tutorial meeting this week

Thinking about the group and the project

2: 7th March(Tutorial 1)

Marketing Environment Chapters 2 &3

Getting to know each other Formation of Project & Case Groups: [Form five groups of 5 and give team details to your tutor.] Discussion Ch 1

By the end of this week, you should have a general understanding of what marketing is and what it is not.


Marketing Information & Research Chapter 4

Case analysis workshop: Sydney’s Water Crisis and the role of Marketing. p.43 Discussion Ch 2 & 3

Project groups to start research for Stage 1

4: 21st March(Tutorial 3)

Consumer Markets and Business Markets Chapters 5 & 6

Practice Case: As planes get bigger, the market place gets more competitive p. 117 119 Discussion Ch 4

QUIZ 1 (7.5 %) (last 30 minutes of the tutorial)


Segmentation, Targeting and Positioning Chapter 7

Group 1 presentation Researching Smokers and Games in Clubland* p. 156 158 Group 3 discussion: same case Additional Discussion (all students) Ch 5 & 6

Group 1 presents the case. This is followed by a critical discussion of the same case by Group 3.

6: 4th April (Tutorial 5)

Products II Chapter 8

Group 2 presentation Innovative Designs with Traditional Marketing p. 224 225 Group 4 discussion: same case Additional discussion Ch 7

Stage 1 report due this week Submit your report to your tutor


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Teaching Week: date

(Tutorial No.) Lecture Topic/s Text Chapter/s*

Tutorial Activities in this week (see Tutorial Outline for Discussion questions)

Major Project Activities/Comments

7: 11th April (Tutorial 6)

Products II Chapter 9

Mid semester exam in tutorials (40 – 45 min)

Discussion Ch 8 and 9 QUIZ 2 (7.5 %)

(last 30 minutes of the tutorial) 8: 18th April (No Tutorial)

Pricing Chapter 10

No tutorial this week

25th April MIDTERM BREAK: NO LECTURE OR TUTORIAL THIS WEEK 9: 2nd May (Tutorial 7)

Placement Chapter 11

Group 3 presentation Open a Pub and the Drinkers will Pour in … or will They? Pp. 263 – 264. Group 5 discussion: same case Ch 10

10: 9th May (Tutorial 8)

IMC Chapter 12

Group 4 presentation Developing Niche Beer Flavours … what is your ‘Flavourite’? pp. 343345. Group 1 discussion: same case Ch 11

11: 16h May (Tutorial 9)

IMC Chapter 13

Group 5 presentation Bike Retailing and the Store within a Store Concept pp. 426 – 429..

Group 2 discussion: same case Ch 12

12: 23rd May (Tutorial 10)

New Markets; Direct, online Marketing Chapter 14

Getting the promotional mix right in the bottled water market p. 514 Ch 13

QUIZ 3 (10 %)

(last 30 minutes of the tutorial)

13: 30th May (Tutorial 11)

Issues and Review Chapter 15

Each group is expected to bring 3 – 4 slides to present the main project findings (8 min/group)

Exam preparation

Stage 2 – Final Project due this week Submit to your tutor at the beginning of the tutorial.

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