Students
MGNT609 – Managing Customers
2019 – Term 2 North Ryde
General Information
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| Unit convenor and teaching staff |
Unit convenor and teaching staff
Lecturer
Carmel Herington
by appointment via email
Yi Li
246, E14B
Monday, 11am - 12pm
Oliver Manlutac
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|---|---|
| Credit points |
Credit points
4
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| Prerequisites |
Prerequisites
Admission to MMgmt
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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 provides a general introduction to the discipline of marketing, covering theories and frameworks relevant to marketing planning, market definition, segmentation and targeting, market research, consumer behaviour, product development, pricing, distribution and communication, as well as recent developments in marketing theory and practice. These theories and frameworks are applied to live cases so that students can articulate a value proposition for a given organisation and identify the sources of ongoing value creation and exchange with their customers.
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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:
- Critique specific marketing strategy with respect to whether it is well-informed, responsible and financially robust
- Demonstrate how a firm creates, promotes, delivers sustainable value for its target customers
- Articulate the ways in which the elements of the “marketing-mix” combine to create marketing strategy and how such strategy may be tactically employed in a marketing plan
- Explain 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
Assessment Tasks
| Name | Weighting | Hurdle | Due |
|---|---|---|---|
| Individual Reflection I | 30% | No | Session 3 |
| Individual Reflection II | 30% | No | Session 6 |
| Marketing Plan Presentation | 40% | No | Session 9 - 10 |
Individual Reflection I
Due: Session 3
Weighting: 30%
Task Description: This assessment targets deepening students' understanding of the key concepts covered in session 1-3, by asking students to reflect on their own comprehension of the concepts and relating the concepts to actual marketing practices. Offering a comprehensive, in-depth, and sustained analyses of an existing business and critically assess their application of the concepts. Providing insights and recommendations to the business based on the analyses.
Type of Collaboration: Individual
Submission: Please Submit Via Turnitin Link on iLearn
Format: word document, Times New Roman, 12 font size
Length: 1,000 words
Late submissions will be penalised up to 10% per day unless you have successfully applied for special consideration. Applications for extensions must be made before the submission date, and will only be granted in exceptional circumstances.
Inherent Task Requirements: None
On successful completion you will be able to:
- Critique specific marketing strategy with respect to whether it is well-informed, responsible and financially robust
- Explain 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
Individual Reflection II
Due: Session 6
Weighting: 30%
Task Description: This assessment targets deepening students' understanding of the key concepts covered in session 4-6, by asking students to reflect on their own comprehension of the concepts and relating the concepts to actual marketing practices. Offering a comprehensive, in-depth, and sustained analyses of an existing business and critically assess their application of the concepts. Providing insights and recommendations to the business based on the analyses.
Type of Collaboration: Individual
Submission: Please Submit Via Turnitin Link on iLearn
Format: word document, Times New Roman, 12 font size
Length: 1,000 words
Late submissions will be penalised up to 10% per day unless you have successfully applied for special consideration. Applications for extensions must be made before the submission date, and will only be granted in exceptional circumstances.
Inherent Task Requirements: None
On successful completion you will be able to:
- Demonstrate how a firm creates, promotes, delivers sustainable value for its target customers
- Articulate the ways in which the elements of the “marketing-mix” combine to create marketing strategy and how such strategy may be tactically employed in a marketing plan
Marketing Plan Presentation
Due: Session 9 - 10
Weighting: 40%
Task Description: As consumers, we all experience unsatisfying products and services. When this happens, the companies that offer that product/service failed to get their customers' job done, or done well. In this assessment, you will work as a team and choose an organization (for-profit or non-profit) that needs improvement. During the course of ten weeks, you will work as a marketing consulting team for this organization to help them improve their offering. Using the principles and tools you learn in this course you are required to develop a presentation of a marketing plan to present to the organisation you have chosen. In the first class the marking rubric and assignment expectation will be discussed in details.
Type of Collaboration: Group work
Length: 20 minutes
Marking rubric will be available on iLearn
Peer evaluation forms will be filled in to assess the individual performance, which will determine 50% of the individual mark.
Inherent Task Requirements: None
On successful completion you will be able to:
- Demonstrate how a firm creates, promotes, delivers sustainable value for its target customers
- Articulate the ways in which the elements of the “marketing-mix” combine to create marketing strategy and how such strategy may be tactically employed in a marketing plan
Delivery and Resources
REQUIRED TEXTBOOK:
Osterwalder, Alexander & Pigneur, Yves (2010) Business Model Generation, First Edition, Wiley, ISBN: 978-0470-87641-1
The main purpose of the required textbook is to help you understand how marketing function is in relation to the business as a whole. It should be stressed that this is not a marketing textbook, 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 required that you 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.
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 Class - Monday Afternoons 1pm - 5pm (Beginning 1st April)
Delivery: each session will include lecture, in-class discussions and exercises, case discussions, and in-class group work.
Readings: additional compulsory readings, case studies, and optional readings will be listed on iLearn.
Requirement: it is required that students read all the prescribed readings and case readings listed in the session before attending that session.
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Session |
Topic |
Prescribed Reading |
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1 |
Introduction to Marketing Marketing Ethics and Social Marketing |
Canvas Overview: pp 1-44 Triple Bottom Line Business Models: pp 262-265 |
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2 |
Marketing Intelligence |
Business Model Environment: pp 200-215 Detailed SWOT Assessment: pp 216-225 |
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3 |
Customer Behavior |
Customer Insights: pp 126-133 |
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4 |
Segmentation and Targeting |
Customer Segments: pp 20-21 |
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5 |
Brand Positioning |
Value Proposition (VP): pp 22-25 |
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6 |
Branding and Product Decision |
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7 |
Distribution |
Channels (CH): pp 26-27 |
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8 |
Pricing |
Patterns: pp 56-125 Revenue Streams (R$): pp 30-33 |
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9 |
Integrated Marketing Communication |
Customer Relationships (CR): pp 28-29 |
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10 |
Group Presentation and Conclusion |
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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
Discipline Specific Knowledge and Skills
Our graduates will take with them the intellectual development, depth and breadth of knowledge, scholarly understanding, and specific subject content in their chosen fields to make them competent and confident in their subject or profession. They will be able to demonstrate, where relevant, professional technical competence and meet professional standards. They will be able to articulate the structure of knowledge of their discipline, be able to adapt discipline-specific knowledge to novel situations, and be able to contribute from their discipline to inter-disciplinary solutions to problems.
This graduate capability is supported by:
Learning outcomes
- Critique specific marketing strategy with respect to whether it is well-informed, responsible and financially robust
- Demonstrate how a firm creates, promotes, delivers sustainable value for its target customers
- Articulate the ways in which the elements of the “marketing-mix” combine to create marketing strategy and how such strategy may be tactically employed in a marketing plan
- Explain 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
Assessment tasks
- Individual Reflection I
- Individual Reflection II
- Marketing Plan Presentation
Critical, Analytical and Integrative Thinking
We want our graduates to be capable of reasoning, questioning and analysing, and to integrate and synthesise learning and knowledge from a range of sources and environments; to be able to critique constraints, assumptions and limitations; to be able to think independently and systemically in relation to scholarly activity, in the workplace, and in the world. We want them to have a level of scientific and information technology literacy.
This graduate capability is supported by:
Learning outcomes
- Critique specific marketing strategy with respect to whether it is well-informed, responsible and financially robust
- Demonstrate how a firm creates, promotes, delivers sustainable value for its target customers
- Articulate the ways in which the elements of the “marketing-mix” combine to create marketing strategy and how such strategy may be tactically employed in a marketing plan
Assessment tasks
- Individual Reflection I
- Individual Reflection II
- Marketing Plan Presentation
Effective Communication
We want to develop in our students the ability to communicate and convey their views in forms effective with different audiences. We want our graduates to take with them the capability to read, listen, question, gather and evaluate information resources in a variety of formats, assess, write clearly, speak effectively, and to use visual communication and communication technologies as appropriate.
This graduate capability is supported by:
Learning outcome
- Articulate the ways in which the elements of the “marketing-mix” combine to create marketing strategy and how such strategy may be tactically employed in a marketing plan
Assessment tasks
- Individual Reflection II
- Marketing Plan Presentation
Socially and Environmentally Active and Responsible
We want our graduates to be aware of and have respect for self and others; to be able to work with others as a leader and a team player; to have a sense of connectedness with others and country; and to have a sense of mutual obligation. Our graduates should be informed and active participants in moving society towards sustainability.
This graduate capability is supported by:
Learning outcome
- Explain 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
Assessment task
- Individual Reflection I
Changes from Previous Offering
Changes in assessment tasks wherein greater weighting was given to the the Individual Reflection. The group marketing plan has been removed.
Alignment with MGSM’s mission-driven attributes
Leadership: Students can synthesise a varied selection of market information in order to make well-informed and financially sound strategic decisions.
Global mindset: Students can assess the implications of strategic marketing decisions from a whole of entity perspective, across a wide spectrum of stakeholders.
Citizenship: Students can apply socially and environmentally responsible marketing actions, meeting the needs of customers, businesses and society now, and in the future.
Creating sustainable value: Students can identify appropriate marketing activities to create, deliver and exchange sustainable value across industries and contexts.
Attendance Policy (MGSM)
The interactive environment of the classroom is central to the MGSM experience. Students are required to attend the full duration of all classes for the units in which they are enrolled. We recognise that exceptional circumstances may occur, such as unavoidable travel on behalf of your organization or the serious illness or injury of you or a close family member.
Special consideration may be given for a maximum of 20% non-attendance for such circumstances as long as lecturers are contacted in advance, and supporting documentation provided, to request exemption from attendance. Failure to abide by these conditions may result in automatic withdrawal, with academic and/or financial penalty. The full Student Attendance Policy is published in the MGSM Student Handbook at https://students.mgsm.edu.au/handbook.
Content Disclaimer
These unit materials and the content of this unit are provided for educational purposes only and no decision should be made based on the material without obtaining independent professional advice relating to the particular circumstances involved.
Changes since First Published
| Date | Description |
|---|---|
| 20/03/2019 | Dear Aron, I have made a change in the unit delivery section, where I split one session (distribution and pricing) into two separate sections. One review session (session 9) has been removed. The reason for this change is that there will be no final exam, thus, the review can be done together with the last session, when students have their group presentations. I hope you are fine with this change. Please don't hesitate to contact me if you have any questions or if you need further clarification. Thank you in advance for your consideration and approval. Best regards, Yi |