Students
MGSM820 – Marketing Management
2019 – Term 4 North Ryde
General Information
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| Unit convenor and teaching staff |
Unit convenor and teaching staff
Unit Convenor and Lecturer (Thursday Day Class)
Dr. Yimin Stephanie Huang
Room 450, E4A
1pm-2pm, Tuesday (face-to-face consultation)
Mehdi Azam
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| Credit points |
Credit points
4
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| Prerequisites |
Prerequisites
Admission to MBA or MMgmt or PGDipMgt or GradDipMgt or GradCertMgt or MEngMgt or MSocEntre or GradCertSocEntre
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| Corequisites |
Corequisites
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| Co-badged status |
Co-badged status
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| Unit description |
Unit description
This unit enables students to apply appropriate tools, techniques and frameworks to make informed management decisions around the marketing function. This includes identifying markets and segments, understanding consumer behaviour, strategic targeting and positioning and the latest approaches to product, pricing, distribution and communications. Above all, this unit teaches students how to think about the marketing function in relation to the business as a whole, in order to create and deliver sustainable value for an organisation and its stakeholders.
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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:
- Critically assess if a marketing strategy is well-informed, responsible and commercially viable
- Synthesize the implications of strategic marketing decisions from a whole-of-entity perspective, across a wide spectrum of stakeholders, cultures and markets to enhance social, ethical and environmental accountability.
- Design a plan for a chosen market offering and market segment that demonstrates how the firm will create, promote, deliver and capture sustainable value from customers
- Taking a customer centric perspective, identify sources of innovation relating to value proposition, relationships, channels and revenue streams to enhance the sustainable value creation for the firm, stakeholders and society
Assessment Tasks
| Name | Weighting | Hurdle | Due |
|---|---|---|---|
| Individual Essay | 30% | No | Week 4 |
| Marketing Plan | 30% | No | Week 7 and Week 10 |
| Individual Final Assignment | 40% | No | Week 11 |
Individual Essay
Due: Week 4
Weighting: 30%
Task Description
This assessment requires students to develop an individual research-based market report to examine and critically analyse the market environment for the business they work on as a group.
No extensions will be granted. There will be a deduction of 10% of the total available marks made from the total awarded mark for each 24 hour period or part thereof that the submission is late (for example, 25 hours late in submission – 20% penalty).
Type of Collaboration
Individual
Submission
Please submit via Turnitin link in iLearn
Format
Please refer to the iLearn unit page
Length
1,500 words
Inherent Task Requirements
None
On successful completion you will be able to:
- Design a plan for a chosen market offering and market segment that demonstrates how the firm will create, promote, deliver and capture sustainable value from customers
- Taking a customer centric perspective, identify sources of innovation relating to value proposition, relationships, channels and revenue streams to enhance the sustainable value creation for the firm, stakeholders and society
Marketing Plan
Due: Week 7 and Week 10
Weighting: 30%
Task Description
Building on the market analysis completed in the assessment of Individual Essay, this assessment requires students to work as a group to recommend a new, revised or repositioned market offering for the business and develop a strategic marketing plan for the market offering.
No extensions will be granted. There will be a deduction of 10% of the total available marks made from the total awarded mark for each 24 hour period or part thereof that the submission is late (for example, 25 hours late in submission – 20% penalty).
Type of Collaboration
Group
Submission
Please submit the group report via Turnitin link in iLearn. Group presentations will be in the class.
Format
Please refer to the iLearn unit page
Length
3,000 words for the marketing plan report and 20 minutes for the group presentation (it may vary depending on the class size)
Inherent Task Requirements
There are two inherent tasks in this assessment, i.e., group presentation (10%) and group marketing plan report (20%)
On successful completion you will be able to:
- Critically assess if a marketing strategy is well-informed, responsible and commercially viable
- Synthesize the implications of strategic marketing decisions from a whole-of-entity perspective, across a wide spectrum of stakeholders, cultures and markets to enhance social, ethical and environmental accountability.
- Design a plan for a chosen market offering and market segment that demonstrates how the firm will create, promote, deliver and capture sustainable value from customers
- Taking a customer centric perspective, identify sources of innovation relating to value proposition, relationships, channels and revenue streams to enhance the sustainable value creation for the firm, stakeholders and society
Individual Final Assignment
Due: Week 11
Weighting: 40%
Task Description
The assessment involves a case study that evaluates students’ ability to define, explain, compare, analyse and apply the concepts, tools, and frameworks that they have studied from the whole unit. Students are required to answer all case questions provided together with the case.
No extensions will be granted. There will be a deduction of 10% of the total available marks made from the total awarded mark for each 24 hour period or part thereof that the submission is late (for example, 25 hours late in submission – 20% penalty).
Type of Collaboration
Individual
Submission
Please submit it via Turnitin link in iLearn.
Format
Please refer to the iLearn unit page
Length
N/A
Inherent Task Requirements
None
On successful completion you will be able to:
- Critically assess if a marketing strategy is well-informed, responsible and commercially viable
- Synthesize the implications of strategic marketing decisions from a whole-of-entity perspective, across a wide spectrum of stakeholders, cultures and markets to enhance social, ethical and environmental accountability.
Delivery and Resources
Required textbook The main purpose of required textbook is to help you to understand how you should think about the marketing function in relation to the business as a whole. It should be stressed that this is not a marketing book, per se, but outlines an excellent platform for strategically managing the interaction/exchange between the company and its customers (i.e. marketing management), in practice.
It is a very good idea to skim through the whole textbook before classes begin and then go back to the weekly readings, as prescribed, for a more detailed look at the contents. You will get a better sense of how the information fits together and the way that the design thinking approach works.
Osterwalder, Alexander & Pigneur, Yves (2010) Business Model Generation, First Edition, Wiley, ISBN: 978-0470-87641-1
WHERE TO PURCHASE TEXTBOOK IF YOU WISH TO BUY? The Coop Bookshop The Coop Bookshop is our main retailer for textbooks and other related academic material. For information on textbook prices and online ordering, please refer to The Co-Op Bookshop webpage at http://www.coop.com.au Wiley website Textbook is also available for order via the publisher’s online store. For information on textbook prices and online ordering, please refer to the website at http://au.wiley.com/WileyCDA/WileyTitle/productCd-0470876417.html
Disclaimer: MGSM does not take responsibility for the stock levels of required textbooks from preferred retail outlets and other book retailers. While we advise our preferred book retail outlet, The Co-op Bookshop, of our maximum expected number of students purchasing specific required text each term, The Co-op Bookshop and other book retailers will make their own judgement in regards to their physical holding stock levels. To prevent disappointment if a textbook is out-of-stock, we highly advise students to order their textbooks as early as possible, or if the required textbook is currently out-of-stock, place an order with the book retailer as soon as possible so that these book retailers can monitor demand and supply, and adjust their stock orders accordingly.
MGSM iLearn The web page for this unit can be found at: https://ilearn.mq.edu.au/login/MGSM
Unit Schedule
Weekly classes: Thursdays 9am - 1pm North Ryde Campus The unit will be presented over 10 sessions as follows: Additional compulsory and optional resources will be available in iLearn
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Session |
Topic |
Textbook Reading |
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1 |
Introduction to Marketing What is Marketing? How does it impact our business? How to create sustainable value? |
Canvas Overview: pp 1-44
Triple Bottom Line Business Models: pp 262-265
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2 |
Marketing Environment and Market Research What is going on in our Market and business environment? How do we assess their influences on our business? What type of market research we can use, for what purposes?
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Business Model Environment: pp 200-215
Detailed SWOT Assessment: pp 216-225
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3 |
Customer Behaviours How do users and customers behave?
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Customer Insights: pp 126-133
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4 |
Segmentation and Targeting Who are our Customers? Who should we serve? |
Customer Segments: pp 20-21
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5 |
Positioning How are we Positioned? Now and in the Future? |
Value Proposition (VP): pp 22-25
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6 |
Market Offering What is our Market Offering? How do we achieve Product Market Fit?
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Value Proposition (VP): pp 22-25
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7 |
Revenue Streams How do we Create Revenue for our Business?
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Revenue Streams (R$): pp 30-33 Patterns: pp 56-107 |
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8 |
Distribution Channels What Channels do we use to create value for our customers? |
Channels (CH): pp 26-27 Patterns: pp 56-125 |
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9 |
Relationships & Integrated Communications How do we manage stakeholder relationships through all touchpoints?
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Customer Relationships (CR): pp 28-29 |
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10 |
The Future of Marketing and Review |
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Policies and Procedures
Macquarie University policies and procedures are accessible from Policy Central (https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policy-central). Students should be aware of the following policies in particular with regard to Learning and Teaching:
- Academic Appeals Policy
- Academic Integrity Policy
- Academic Progression Policy
- Assessment Policy
- Fitness to Practice Procedure
- Grade Appeal Policy
- Complaint Management Procedure for Students and Members of the Public
- Special Consideration Policy (Note: The Special Consideration Policy is effective from 4 December 2017 and replaces the Disruption to Studies Policy.)
Undergraduate students seeking more policy resources can visit the Student Policy Gateway (https://students.mq.edu.au/support/study/student-policy-gateway). It is your one-stop-shop for the key policies you need to know about throughout your undergraduate student journey.
If you would like to see all the policies relevant to Learning and Teaching visit Policy Central (https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policy-central).
Student Code of Conduct
Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/study/getting-started/student-conduct
Results
Results published on platform other than eStudent, (eg. iLearn, Coursera etc.) or released directly by your Unit Convenor, are not confirmed as they are subject to final approval by the University. Once approved, final results will be sent to your student email address and will be made available in eStudent. For more information visit ask.mq.edu.au or if you are a Global MBA student contact globalmba.support@mq.edu.au
Student Support
Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/
Learning Skills
Learning Skills (mq.edu.au/learningskills) provides academic writing resources and study strategies to improve your marks and take control of your study.
Student Services and Support
Students with a disability are encouraged to contact the Disability Service who can provide appropriate help with any issues that arise during their studies.
Student Enquiries
For all student enquiries, visit Student Connect at ask.mq.edu.au
If you are a Global MBA student contact globalmba.support@mq.edu.au
IT Help
For help with University computer systems and technology, visit http://www.mq.edu.au/about_us/offices_and_units/information_technology/help/.
When using the University's IT, you must adhere to the Acceptable Use of IT Resources Policy. The policy applies to all who connect to the MQ network including students.
Graduate Capabilities
PG - Capable of Professional and Personal Judgment and Initiative
Our postgraduates will demonstrate a high standard of discernment and common sense in their professional and personal judgment. They will have the ability to make informed choices and decisions that reflect both the nature of their professional work and their personal perspectives.
This graduate capability is supported by:
Learning outcomes
- Design a plan for a chosen market offering and market segment that demonstrates how the firm will create, promote, deliver and capture sustainable value from customers
- Taking a customer centric perspective, identify sources of innovation relating to value proposition, relationships, channels and revenue streams to enhance the sustainable value creation for the firm, stakeholders and society
PG - Discipline Knowledge and Skills
Our postgraduates will be able to demonstrate a significantly enhanced depth and breadth of knowledge, scholarly understanding, and specific subject content knowledge in their chosen fields.
This graduate capability is supported by:
Learning outcomes
- Critically assess if a marketing strategy is well-informed, responsible and commercially viable
- Synthesize the implications of strategic marketing decisions from a whole-of-entity perspective, across a wide spectrum of stakeholders, cultures and markets to enhance social, ethical and environmental accountability.
- Taking a customer centric perspective, identify sources of innovation relating to value proposition, relationships, channels and revenue streams to enhance the sustainable value creation for the firm, stakeholders and society
PG - Critical, Analytical and Integrative Thinking
Our postgraduates will be capable of utilising and reflecting on prior knowledge and experience, of applying higher level critical thinking skills, and of integrating and synthesising learning and knowledge from a range of sources and environments. A characteristic of this form of thinking is the generation of new, professionally oriented knowledge through personal or group-based critique of practice and theory.
This graduate capability is supported by:
Learning outcomes
- Critically assess if a marketing strategy is well-informed, responsible and commercially viable
- Design a plan for a chosen market offering and market segment that demonstrates how the firm will create, promote, deliver and capture sustainable value from customers
PG - Research and Problem Solving Capability
Our postgraduates will be capable of systematic enquiry; able to use research skills to create new knowledge that can be applied to real world issues, or contribute to a field of study or practice to enhance society. They will be capable of creative questioning, problem finding and problem solving.
This graduate capability is supported by:
Learning outcomes
- Design a plan for a chosen market offering and market segment that demonstrates how the firm will create, promote, deliver and capture sustainable value from customers
- Taking a customer centric perspective, identify sources of innovation relating to value proposition, relationships, channels and revenue streams to enhance the sustainable value creation for the firm, stakeholders and society
PG - Effective Communication
Our postgraduates will be able to communicate effectively and convey their views to different social, cultural, and professional audiences. They will be able to use a variety of technologically supported media to communicate with empathy using a range of written, spoken or visual formats.
This graduate capability is supported by:
Learning outcome
- Synthesize the implications of strategic marketing decisions from a whole-of-entity perspective, across a wide spectrum of stakeholders, cultures and markets to enhance social, ethical and environmental accountability.
PG - Engaged and Responsible, Active and Ethical Citizens
Our postgraduates will be ethically aware and capable of confident transformative action in relation to their professional responsibilities and the wider community. They will have a sense of connectedness with others and country and have a sense of mutual obligation. They will be able to appreciate the impact of their professional roles for social justice and inclusion related to national and global issues
This graduate capability is supported by:
Learning outcomes
- Critically assess if a marketing strategy is well-informed, responsible and commercially viable
- Synthesize the implications of strategic marketing decisions from a whole-of-entity perspective, across a wide spectrum of stakeholders, cultures and markets to enhance social, ethical and environmental accountability.
Changes since First Published
| Date | Description |
|---|---|
| 16/08/2019 | Updated unit convenor details |