Unit Guide

General Information

Unit convenor and teaching staff	Unit convenor and teaching staff Unit Convenor June Buchanan june.buchanan@mq.edu.au Contact via june.buchanan@mq.edu.au Lecturer Brenton Price brenton.price@mq.edu.au please refer to ilearn for details
Credit points	Credit points 3
Prerequisites	Prerequisites
Corequisites	Corequisites
Co-badged status	Co-badged status
Unit description	Unit description This unit explores the proposition that marketing is based on an understanding of consumer value. The unit looks at the evolution of marketing thought from a production orientation to its current state. The unit covers gathering information on consumer needs and the marketing environment. It then looks at the building blocks and tools that the marketer uses to satisfy those needs – the marketing mix. The unit includes the latest developments in marketing theory, illustrated with examples of best practice from Australia and major economies overseas.

Important Academic Dates

Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates

Learning Outcomes

On successful completion of this unit, you will be able to:

Recognise marketing's role in business and in society
Identify the role of marketing as an organisation-wide philosophy.
Explain and analyse key marketing objectives and strategies.
Review the external factors influencing an organisation's marketing strategies.
Identify and interpret discipline-specific academic literature.

General Assessment Information

Individual Report

You are required to back up your research with peer-reviewed academic research. You should aim for at least one academic article for each concept (i.e., 1 for target marketing and 1 or each of the 4 Ps (i.e., 1 for pricing, 1 for product, 1 for promotion and 1 for distribution). You must make full use of headings and sub-headings.

You must find at least five journal articles from the university databases to support your research paper.

Information from the journal article(s) should be used to support your paper and you must correctly reference the articles both in-text as an in-text citation using the Harvard author date method, as well as at the end of your analysis by including a full reference to each of the articles (a separate References page).

They are to be formatted as follows; A4 page (strict word limit), size 12 times new roman or Ariel font, single line spacing, registered student name, and student ID number printed at top of page along with topic title of submission.The research topic paper should be approximately 1,000 words in length.

This is to be submitted to your tutor in hard copy in your Week 3 tutorial. Submissions must be typed and printed.

You must submit a soft copy of your research topic paper (including your reference list) to Turnitin - Refer to ilearn for details. You should print off a hard copy of the Turnitin Similiarity/Originality Index full report and include it with your Word copy to bring to tutorial.

Case Study

Reports must be formatted in size 12 font single spaced with a coversheet outlining group members names and ID numbers, title of submission, word count, and tutorial number. You must also write the Turnitin submission number.

You must use Harvard author-date referencing: see http://www.lib.monash.edu.au/tutorials/citing/harvard.html. See also the University of Western Sydney YouTube channel for detailed practical examples.

You must submit your report via Turnitin prior to the week the case study is due. Any group with a similarity rating of 15% and above (not including references) will automatically receive a grade of zero. You will be able to resubmit drafts to Turnitin in order to reduce your similarity index to the required level. Please note however that submissions to Turnitin after the initial one may result in a 48 hour delay in processing. You must factor in this delay to ensure you are able to include a print-out of your Similarity/Originality % Index report and attach it with your Word document, and submit it to your tutor in your registered tutorial, on the day and time it is due. No excuses about Turnitin delays in generating your final report will be accepted. Assessments submitted to other units cannot be used for submission in this unit.

The lecturer has the final say in the adjustment of group-work marks. You may be removed from the group, if in the opinion of others and on the decision of the lecturer /tutor you are not contributing. Students in this situation will submit all group work on an individual basis. There is to be no-free riding in this course . Accordingly, you must put the student name (first name then last name in Capitals) and SID next to each heading where that section is the student's work. In addition, you must list each student's name and SID (as above), then list each academic article that the student used for their section of the case study, in alphabetical order according to the first author's surname. Students must not use the same academic article as another student.

A soft copy of your case study must be submitted online VIA iLearn for MKTG101:

Please note the following:

Your soft copy must include a title Page with full official student names (last name in CAPITALS), student ID numbers, tutors name, tutorial day, tutorial time and tutorial room number. It must also include your reference list. Please name your file as follows: Surnames_Tutor_Final Report.doc

Report should be formatted as follows; size 12 times new roman or Arial font, single line spacing, fully justified, each paragraph indented, headings in capitals and bold, sub-headings in upper and lower case and bold italics.

Plagiarism Detection Software Use in Unit

It is the University's task to encourage ethical scholarship and to inform students and staff about the institutional standards of academic behaviour expected of them in learning, teaching and research. Students have a responsibility to maintain the highest standards of academic integrity in their work. Students must ensure they do not plagiarise. Plagiarism and the consequences of plagiarizing are discussed in section 10. In order to detect evidence of plagiarism in students’ work, this Unit utilizes the plagiarism detection software Turnitin. You must upload a soft copy of your essay to the appropriate section of Turnitin (through iLearn: http://ilearn.mq.edu.au), You must familiarise yourself with Turnitin and set up an account well before the due date of your various assessments.

PLEASE NOTE: TURNITIN cross checks your essay against: websites, journal articles, books, and other student papers worldwide. Do not fall in to the trap of believing that you will get away with plagiarizing other authors work.

As with your individual research topic, any submissions that contain large chunks of 'copy/cut and paste' will receive zero and may also be referred to the Academic Misconduct Committee for further penalties.

Class Participation

It is very unlikely that you will find an academic article relating specifically to the case study - indeed this is not necessary. Rather, your article should relate to the marketing concept in the chapter that the case study is at the end of. You should then tailor your question (based on your journal article) to the case study.

Each student will have a total of 5 x Q&As (note: you do NOT do a Q&A if you are presenting the case study you have been allocated) throughout session. Each Q&A is worth a maximum of 3 marks. You are expected to use in-text referencing to show evidence of your academic article being incorporated in your Q&A.

The purpose of the Q&As is to foster interactive learning and collaboration. To that end, if you do not turn up to tutorials and be actively involved, you will not receive a mark for that week. If you are sick, you may submit a request by following the official policy:

Notify disruption to your studies via Ask MQ.
You have up to 5 days to attach supporting documentation.
medical issues: have your medical practitioner fill out the Professional Authority Form (also available from Campus Wellbeing)
non-medical disruptions: refer to the Supporting Evidence Schedule for examples of supporting documentation you can attach
For more information have a look at the Disruption to Studies webpage and Disruption to Studies policy

Please include your tutorial day, time, location and your tutor's name in your application.

If your application is approved, you will have your Q&A marked. You must email your tutor a soft copy of your Q&A. Students should not consider applying for Disruption to Studies for their Q&As more than once.

Final Exam

The timetable will be available in Draft form approximately eight weeks before the commencement of the examinations and in Final form approximately four weeks before the commencement of the examinations.

http://www.timetables.mq.edu.au/exam

The only exception to not sitting an examination at the designated time is because of documented illness or unavoidable disruption. In these circumstances you may wish to consider applying for Special Consideration. The University’s policy on special consideration process is available at http://www.mq.edu.au/policy/docs/special_consideration/policy.html

If a Supplementary Examination is granted as a result of the Special Consideration process the examination will be scheduled after the conclusion of the official examination period. (Individual Faculties may wish to signal when the Faculties’ Supplementary Exams are normally scheduled.)

The Macquarie university examination policy details the principles and conduct of examinations at the University. The policy is available at: http://www.mq.edu.au/policy/docs/examination/policy.htm

This 2 hour examination is worth 40% of your course assessment.

The structure of the final exam is: 3 x Essay Questions from a choice of 5

The final exam will cover all Chapters from the textbook outlined in the Learning activities schedule, as well as all material discussed during lectures and tutorials. It is the students’ responsibility to read the relevant textbook chapters and attend all case study presentations as part of the overall course requirements. You must be available for the entire duration of the examination period. Bookings for travel must not be made prior to the end of the examination period.

Assessment Tasks

Name	Weighting	Due
Individual Assignment	20%	week 3
Case Study	25%	Refer to Case Study schedule
Class Participation	15%	Ongoing in tutorial class
Final Examination	40%	University Exam Period

Individual Assignment

Due: week 3
Weighting: 20%

An individual research assignment will be due week 3

Your task is to find a visual promotion (magazine, newspaper, billboard, t.v. or computer screen-shot) of a product available in Sydney/Australia. You should then provide an analysis and explanation as to (a) who you think the target market is and (b) an assessment of the product, price, place and promotion strategies

Please refer to the section "General Assessment Information" below for more details.

Penalties:

Late submissions are not accepted and will be graded as a zero. Hard copies of your Word assignment and a print-out of your Originality Report must be handed in at the start of your tutorial in which it is due.

Note: Knowledge of the content in the assessments will assist with preparing for the exam. Feedback and grades will be available via your tutor in the following two weeks of tutorial class.

Please note that you will receive a zero for work that contains large chunks of 'copy and paste' material. In extreme cases, you may be referred to the Academic Discipline Committee, in addition to receiving a zero. for your paper.

On successful completion you will be able to:

Recognise marketing's role in business and in society
Identify the role of marketing as an organisation-wide philosophy.
Explain and analyse key marketing objectives and strategies.
Review the external factors influencing an organisation's marketing strategies.
Identify and interpret discipline-specific academic literature.

Case Study

Due: Refer to Case Study schedule
Weighting: 25%

Students will be placed into groups of 4-5 maximum in the first class (i.e. Week 2 tutorials). Once groups have been formed, each group will receive an allocated case study from the textbook. Please refer to the separate Word document on iLearn - "Elaboration of Assessments" for information on case studies and submission dates.

Each group member must obtain and refer to at least 2 peer-reviewed academic journal articles. Each group member must ensure that their minimum of 2 academic articles are different to other group members academic articles.

Group presentations are worth a maximum of 10%. Written case studies are worth a maximum of 15%.

Penalties:

You must not exceed the 2000 - 3000 strict word limit (this does not include the reference list but it does include all appendices, in text referencing, diagrams, tables, abstracts and title pages). Exceeding the limit by any amount will lead to an automatic deduction of 20% of the total assessment marks.

Deadlines for all case studies will be advised on ilearn of the week the case study is due. Any submission made after the deadline will be graded as a zero. THIS IS STRICT. Exceptions will not be made for submissions that are late.

On successful completion you will be able to:

Recognise marketing's role in business and in society
Identify the role of marketing as an organisation-wide philosophy.
Explain and analyse key marketing objectives and strategies.
Review the external factors influencing an organisation's marketing strategies.
Identify and interpret discipline-specific academic literature.

Class Participation

Due: Ongoing in tutorial class
Weighting: 15%

Due: Weeks 5, 6, 7, 9, 10 and 11
Weighting: 15%
Each non-presenting student must bring an academic article to tutorial class each week there is a case
study presentation. You will develop a question and a suggested answer based on your journal article
research.
Penalties:
You must attend your tutorial and be actively involved in class discussion. Failure to do this will result in
a mark of zero.

On successful completion you will be able to:

Recognise marketing's role in business and in society
Identify the role of marketing as an organisation-wide philosophy.
Explain and analyse key marketing objectives and strategies.
Review the external factors influencing an organisation's marketing strategies.
Identify and interpret discipline-specific academic literature.

Final Examination

Due: University Exam Period
Weighting: 40%

A final examination is included as an assessment task for this unit to provide assurance that:

The product belongs to the student and
The student has attained the knowledge and skills tested in the exam.

A 2 hour final examination for this unit will be held during the University Examination period.You are expected to present yourself for examination at the time and place designated in the University Examination Timetable.

On successful completion you will be able to:

Recognise marketing's role in business and in society
Identify the role of marketing as an organisation-wide philosophy.
Explain and analyse key marketing objectives and strategies.
Review the external factors influencing an organisation's marketing strategies.
Identify and interpret discipline-specific academic literature.

Delivery and Resources

Classes

Unit Structure

This unit will be conducted in a weekly two hour lecture and weekly one hour tutorial format.

Tutorial/ Group Sessions

Tutorials/ group sessions in this course are conducted each week.

Attendance will be taken in class each week.

Required and Recommended texts and/or materials

The textbook to accompany this unit is: Elliott, G., Rundle-Thiele, S. and Waller, D.( 2014), "Marketing" 3rd edition, John Wiley and Sons Ltd, Australia

ISBN:978 1 118: 624173

You can buy this book from the Co-Op Bookshop on campus, either stand alone or bundled. Bundling options provide additional resources to help in your university work. Both hard copy and e-book are acceptable for this unit. The link for e-book and bundling are available through Wiley direct: http://www.wileydirect.com.au/macquarie-uni-marketing-3rd-edition/

This unit uses research by Macquarie University researchers
This unit uses research from external sources
This unit gives you opportunities to conduct your own research
This unit gives you practice in applying research findings in your assignments

Writing Skills

Burton, L. 2010. An Interactive Approach to Writing Essays and Research Reports in Psychology, John Wiley & Sons, Australia

McMillan, K. & Weyers, J. 2010. How to Write Essays & Assignments, Pearson Education, United Kingdom.

Researching Skills - Journals

In addition to the required textbook for this Unit, you should familiarise yourself with the relevant periodical section of the library. Journals recommended for your study in marketing include:

Journal of Marketing
Journal of Consumer Research
International Journal of Research in Marketing
Harvard Business Review
Journal of the Academy of Marketing Science
Journal of Services Research

Technology Used:

Unit web page

Please note the unit’s logon iLearn address is:

http://ilearn.mq.edu.au

Here you will find the unit resources, learning materials, important announcements, marking guides, and assessment drop boxes. It is each student’s responsibility to regularly check iLearn. All lecture streams in this unit will be recorded using iLearn.

Unit Schedule

Learning Activities Schedule – Lecture & Tutorial Schedule

Week

Date / Lecture Schedule

Tutorial Schedule and Tasks

17 July

Introduction

READ: Chapter 1

Unit Overview

24 July

Marketing Environment and Market Analysis

READ: Chapter 2

Introduction to course, course structure, assessments, study approach, & tutor expectations

Discussion of Individual assignment (due Week 3)

Form Groups

Allocation of case studies

Discussion Turnitin.

Discussion of referencing and paraphrasing.

31 July

Market Research

READ: Chapter 3

Discussion questions.

Individual reports due. Hard (Word) copy to your tutor in class on due day and time. Also a copy of your colour-coded Originality Index report.

Your report must be uploaded prior to the commencement of your tutorial class. Failure to do so will result in lost marks penalty.

7 August

Consumer Behaviour

Business Buying Behaviour

READ: Chapters 4 and 5

Discussion questions.

14 August

Segmentation, Targeting and Positioning

READ: Chapter 6

Case Study 1 due: written report and presentation to class