Students
MKTG304 – Marketing Project
2015 – S1 Evening
General Information
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| Unit convenor and teaching staff |
Unit convenor and teaching staff
Unit Coordinator
Dr Ross Gordon
Contact via Email
E4A 551
Mondays: 4:00pm to 6:00pm
Tutor
Wayne Kingston
Contact via Email
N/A
In tutorial class
Tutor
Linda Taylor-Burton
Contact via Email
N/A
In tutorial class
Tutor
Lawrence Potter
Contact via Email
N/A
In tutorial class
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| Credit points |
Credit points
3
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| Prerequisites |
Prerequisites
MKTG202 or MKTG203 or MKTG204 or MKTG208 or MKTG210 or MKTG213
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| Corequisites |
Corequisites
MKTG303
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| Co-badged status |
Co-badged status
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| Unit description |
Unit description
This unit is structured as a session-long group-based project. It integrates the materials that are covered in first and second year marketing units. Its objectives are to investigate what kinds of factors influence the competitive positioning of an industry and the firms within it to achieve an ethical, socially responsible, and sustainable competitive advantage. The unit explores how marketing ethics, and social responsibility frameworks can be applied to develop a strategic marketing solution for the client partner's ethics and social responsibility efforts. The subject will consider key issues, concepts and frameworks of marketing ethics, and social responsibility, and how these can be applied to policy and practice. The class is conducted through lectures, workshops and discussions where students are taught to write a research paper around the Client Partners specified marketing problem. Throughout the unit, the emphasis is on the analysis process: identifying information needs, acquiring the necessary information, interpreting it and using it as the basis for business recommendations back to the Client Partner.
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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:
- Articulate frameworks and approaches to harness the power of marketing-oriented thinking for the creation of long-term advantage of any organisation.
- Understand the firm’s relation to its business environment of customers, competitors, collaborators, and other external forces
- Be able to conduct an industry and market analysis to assess market opportunities by analysing customers, competitors, collaborators, and other external forces
- Critically examining problem areas, developing feasible marketing investment decision options, developing key recommendations, and communicating this strategic thinking to others
- Enhance awareness of marketing’s contribution to society through discussion of ethical and professional conduct and issues in corporate social responsibility
Assessment Tasks
| Name | Weighting | Due | Groupwork/Individual | Short Extension | AI assisted? |
|---|---|---|---|---|---|
| Individual Class Presentations | 15% | Weeks 3-11 | No | ||
| Phase Progress Report | 20% | Tuesday 5th May | No | ||
| Reflective Journal | 20% | Tuesday 2 June | No | ||
| Group Marketing Project | 45% | Weeks 11 - 13 | No |
Individual Class Presentations
Due: Weeks 3-11
Weighting: 15%
Groupwork/Individual:
Short extension 3: No
AI assisted?:
Students will be called on during tutorials to give a short class presentation on a marketing related topic. These will be scheduled during the first several weeks of tutorial classes.
Extensions:
As these are in-class presentations, failure to present without prior notice will result in a zero mark for that part of the presentation task. It is up to the student to arrange any variation in date with their tutor if there are circumstances where the original date allocated is not practical.
On successful completion you will be able to:
- Articulate frameworks and approaches to harness the power of marketing-oriented thinking for the creation of long-term advantage of any organisation.
- Critically examining problem areas, developing feasible marketing investment decision options, developing key recommendations, and communicating this strategic thinking to others
- Enhance awareness of marketing’s contribution to society through discussion of ethical and professional conduct and issues in corporate social responsibility
Phase Progress Report
Due: Tuesday 5th May
Weighting: 20%
Groupwork/Individual:
Short extension 3: No
AI assisted?:
Each member of the group will be allocated a phase of the Marketing Group Project and will provide a progress report on that particular phase.
The assignment acts as a progress report of the final project to demonstrate understanding of the relevant Phase of the Group Marketing Project and as such detailed feedback will be provided by tutors.
The individual progress report is due in week 9, with a hard copy to be submitted in your tutorial class on Tuesday 5th May, as well as a soft copy uploaded via iLearn Turnitin Assignments by midnight the same day (note that your marked copy will be the hard copy so any subsequent changes to the version you submit in the tutorial will not be considered).
For complete details of each phase, please see full description in ‘Final Written Report’ section that will be loaded on iLearn.
Extension/ Late Submission
Extensions will be granted only in exceptional circumstances with prior approval from unit coordinator Ross Gordon.
Late submissions will be penalised 20% (3 marks) for each 24-hour period late. Submissions made 72 hours or later after the submission deadline will receive a zero mark.
On successful completion you will be able to:
- Articulate frameworks and approaches to harness the power of marketing-oriented thinking for the creation of long-term advantage of any organisation.
- Be able to conduct an industry and market analysis to assess market opportunities by analysing customers, competitors, collaborators, and other external forces
- Enhance awareness of marketing’s contribution to society through discussion of ethical and professional conduct and issues in corporate social responsibility
Reflective Journal
Due: Tuesday 2 June
Weighting: 20%
Groupwork/Individual:
Short extension 3: No
AI assisted?:
As part of evaluating the participative process, an individual reflective journal is due for submission after the group presentation and final group report has been submitted.
The Reflective Journal is based on an evaluation of the student's personal evaluation and perception of their attributes and capabilities. This perception should draw on prior experiences, including university or other studies, paid employment or volunteer work, and from sport, hobbies and other interests.
A self-assessment exercise that is integral to the completion of this assessment is due for submission to your tutor in week 4 tutorial class. The self assessment exercise, being purely subjective is not graded, nor will it be shared with others in the class.
Based on that self assessment students then complete a post-activity audit of graduate capabilities and a 2,000 word reflective journal report.
- The self assessment post-activity audit will not be marked, but will act as support for findings in the final report. The final report provides analysis and reflections about the process of self-assessment that students have undertaken and analyse the evidence gathered.
- The Reflective Journal is due in Week 13, with a hard copy to be submitted in your tutorial class on Tuesday 2nd June, as well as a soft copy uploaded via iLearn Turnitin Assignments by midnight the same day (note that your marked copy will be the hard copy so any subsequent changes to the version you submit in the tutorial will not be considered)
- Complete details of the Reflective Journal are available in the course assignment guidelines.
- Late submissions will be penalised 20% (3 marks) for each 24-hour period late. Submissions made 72 hours or later after the submission deadline will receive a zero mark.
On successful completion you will be able to:
- Articulate frameworks and approaches to harness the power of marketing-oriented thinking for the creation of long-term advantage of any organisation.
- Enhance awareness of marketing’s contribution to society through discussion of ethical and professional conduct and issues in corporate social responsibility
Group Marketing Project
Due: Weeks 11 - 13
Weighting: 45%
Groupwork/Individual:
Short extension 3: No
AI assisted?:
45% of Course Marks
- 15% - Oral Presentation made weeks 11-13 - Individual mark
- 30% - Final Group Written Report - Group mark
Overall Requirements:
Students are required to complete an analysis of the ethics and social responsibility marketing strategy of the Client Partner focusing on a particular marketing issue related to the organisation. Marketing ethics and social responsibility frameworks will be used to formulate a strategic marketing solution for the client partner's ethics and social responsibility efforts, supported by other relevant marketing concepts and analytical tools.
- The analysis must demonstrate (a) group understanding of the ethical and social responsibility issues in the industry and with the client partner and (b) the potential to develop ethics and social responsibility strategy within that industry (c) application of the relevant frameworks and analysis to the selected organisation.
- Note: Students will be required to complete a confidential assessment of their own contribution as well as the contribution of other members of the group to the report and presentation.
Final Group Marketing Report (30%)
The final Group Marketing Report is due in week 12, with a hard copy to be submitted in your tutorial class on Tuesday 26th May, as well as a soft copy uploaded via iLearn Turnitin Assignments by midnight the same day (note that your marked copy will be the hard copy so any subsequent changes to the version you submit in the tutorial will not be considered).
A “Student Evaluation of Member Participation” to be submitted with the hard copy of the Final Group Marketing Report. Complete details of the Final Group Marketing Report are available in the course assignment guidelines as will be issued on iLearn.
Extensions/ Late Submission
As a group report it is unlikely that any circumstances would justify that the group would be unable to submit on time, so an extension is unlikely to be granted.
Late submissions will be penalised 20% (3 marks) for each 24-hour period late. Submissions made 72 hours or later after the submission deadline will receive a zero mark.
Oral Presentation: Weeks 11-13 – Worth 15.0%
The oral presentation must demonstrate (a) group understanding of the predominant ethical and social responsibility issues in the industry and (b) the potential to develop ethics and social responsibility strategy within that industry to solve the challenges of the Client Partner.
- Each student will be marked on his/her individual presentation as part of the overall Marketing Group Project presentation. An individual mark will be allocated, not a total group mark.
- A soft copy of the entire group presentation is to be emailed to the tutor before the presentation is due and a hard copy provided to the tutor on the day of the presentation.
Complete details of the Final Group Oral Presentation are available in the course assignment guidelines.
Extensions/ Late Submission
As this is a group report it is highly unlikely that any circumstances would justify an extension. Individual absence from the presentation will incur a mark of zero for this part of the assignment, unless there are exceptional individual circumstances or prior arrangement.
On successful completion you will be able to:
- Articulate frameworks and approaches to harness the power of marketing-oriented thinking for the creation of long-term advantage of any organisation.
- Understand the firm’s relation to its business environment of customers, competitors, collaborators, and other external forces
- Be able to conduct an industry and market analysis to assess market opportunities by analysing customers, competitors, collaborators, and other external forces
- Enhance awareness of marketing’s contribution to society through discussion of ethical and professional conduct and issues in corporate social responsibility
Delivery and Resources
Classes
The unit is comprised of:
- 7 x 2 hour lectures in weeks 1 to 7.
- 6 x 2 hour consultation times in weeks 8 to 13.
- 12 tutorials in weeks 2 to 13.
- Students are required to form groups in Week 2 of semester. It is therefore important that, once students are enrolled in a tutorial, students should remain in that particular tutorial, as changing would be disruptive to fellow students.
- Students are expected to arrive on time, and not leave until the class ends.
- Mobile phone must be turned OFF and not simply set to ‘silent’.
- Students who disturb or are disruptive in lectures and/or tutorial class will be asked to leave.
The timetable for classes can be found on the University web site at: http://www.timetables.mq.edu.au/
Prizes
Prizes for this unit MKTG304: http://www.businessandeconomics.mq.edu.au/undergraduate_degrees/prizes_scholarships
Prizes for all PACE Subjects
Prof. Judyth Sachs Participation Prizes: http://students.mq.edu.au/opportunities/participation_and_community_engagement/grants_prizes/
This PACE Prize is awarded at the completion of the academic year for all students enrolled in PACE subjects across the whole university.
Required and Recommended Texts And/or Materials
No prescribed text. For this subject, relevant academic journal article readings will be provided on the subject iLearn site.
It will be assumed that students will have read the articles assigned each week prior to attending lectures and tutorials. These articles covers the theoretical material and provide numerous practical examples that are essential to successfully completing this unit.
Students will need access to a computer for both research and preparation of assessment submissions and to communicate with tutors and other group members throughout the semester. Video capability is not required.
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. The lecture in this unit will be recorded using iLearn.
Unit Schedule
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Week |
Lecture |
Tutorial |
Tutorial Readings |
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1: Tuesday 24 February |
Introduction to Marketing Strategy Project Class Organisation/Intro Course Assessment & Overview Introduction to Ethics and Social Responsibility 1.Why focus on ethics and social responsibility? 2.Overview of key frameworks and analytical tools
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No tutorial in Week 1 |
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2: Tuesday 3 March |
Ethical systems and approaches: Deontology vs teleology vs virtue ethics
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Discussion on Group Dynamics Overview of assessment, tutorials and consultations. Reflective Journal overview. Overview of business/marketing ethics and social responsibility.
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Laczniak, G., Murphy, P. (2006). Normative Perspectives for Ethical and Socially Responsible Marketing. Journal of Macromarketing, 26(2): 154-177. Friedman, M. (1970). The social responsibility of business is to increase profits. New York Times Magazine. September 13. Abratt, R., Sacks, D. (1988). The Marketing Challenges: Towards Being Profitable and Socially Responsible. Journal of Business Ethics, 7 (7), 497-507. Porter, M., Kramer, M. (2011). Creating shared value. Harvard Business Review, 89 (1-2): 62-77. |
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3: Tuesday 10 March |
Business/Marketing ethics frameworks Client Partner Presentation
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Further discussion on Group Dynamics Deontology vs teleology vs virtue ethics perspectives Class presentations
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Hunt, S.D.., Vitell, S. (1986). A general theory of marketing ethics. Journal of Macromarketing, 6(1): 5-16. Koehn, D. (1995). A role for virtue ethics in the analysis of business practice. Business Ethics Quarterly, 5(3): 533-539. |
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4: Tuesday 17March |
Social Responsibility: What is Corporate social responsibility and why do it? Client Partner Presentation
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Final Group Formation Applying business/Marketing ethics frameworks Class presentations
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American Marketing Association (2013). ‘Statement of Ethics. [available at: https://www.ama. org/AboutAMA/Pages/Statement-of-Ethics.aspx]. Laczniak, Gene and Patrick Murphy (1991). Fostering Ethical Marketing Decisions. Journal of Business Ethics, 10 (4), 259-71. Laczniak, Gene. (1983). Framework for analyzing marketing ethics. Journal of Macromarketing, 3(1): 7-18. |
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5: Tuesday 24 March |
Social Responsibility: Frameworks for Corporate Social Responsibility (CSR) Client Partner Presentation
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The relevance of social responsibility Class presentations
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Vaaland, T., Heide, M., Grønhaug, K. (2008). Corporate social responsibility: Investigating theory and research in the marketing context. European Journal of Marketing, 42(9/10): 927-953. Sen, S., Bhattacharya, C. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of Marketing Research, 38(2): 225-243. Armstrong, J., Green, K. (2013). Effects of corporate social responsibility and irresponsibility policies. Journal of Business Research, 66(10): 1922-1927.
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6: Tuesday 31 March |
Creating Shared Value? Client Partner Presentation
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Applying CSR frameworks Class presentations
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Carroll, A. (1979). A three-dimensional conceptual model of corporate performance. The Academy of Management Review, 4(4): 497-505. Carroll, A. (1991). The pyramid of corporate social responsibility. Business Horizons, 34(4): 39-48. Porter, M., Kramer, M. (2011). Creating shared value. Harvard Business Review, 89 (1-2): 62-77. |
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Mid-session break 3rd-20th April 2015 |
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7: Tuesday 21 April |
Summary of ethics and social responsibility Formal guideline for project expectations
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How do organisations create shared value? Class Presentations
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Porter, M., Kramer, M. (2011). Creating shared value. Harvard Business Review, 89 (1-2): 62-77. Crane, A., Palazzo, G., Spence, L., Mitten, D. (2014). Contesting the value of 'creating shared value'. California Management Review, 56(2): 130-153. Fiorentino, L. (2013). New business models for creating shared value. Social Responsibility Journal, 8(4): 561-577.
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8: Tuesday 28 April |
Project Consultation Seminars |
Draft report consultation & Class Presentations |
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9: Tuesday 5 May |
Project Consultation Seminars |
Draft report consultation & Class Presentations |
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10: Tuesday 12 May |
Project Consultation Seminars |
Draft report consultation & Class Presentations |
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11: Tuesday 19 May |
Group Marketing Project Presentations |
Group Marketing Project Presentations |
Each Group will make a 15 minute presentation (including questions) that summarises their findings and recommendations. |
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12: Tuesday 26 May |
Group Marketing Project Presentations |
Group Marketing Project Presentations |
Each Group will make a 15 minute presentation (including questions) that summarises their findings and recommendations. |
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13: Tuesday 2 June |
Group Marketing Project Presentations |
Group Marketing Project Presentations |
Each Group will make a 15 minute presentation (including questions) that summarises their findings and recommendations. |
Learning and Teaching Activities
First Half
Second Half
Policies and Procedures
Macquarie University policies and procedures are accessible from Policy Central. Students should be aware of the following policies in particular with regard to Learning and Teaching:
Academic Honesty Policy http://mq.edu.au/policy/docs/academic_honesty/policy.html
Assessment Policy http://mq.edu.au/policy/docs/assessment/policy.html
Grading Policy http://mq.edu.au/policy/docs/grading/policy.html
Grade Appeal Policy http://mq.edu.au/policy/docs/gradeappeal/policy.html
Grievance Management Policy http://mq.edu.au/policy/docs/grievance_management/policy.html
Disruption to Studies Policy http://www.mq.edu.au/policy/docs/disruption_studies/policy.html The Disruption to Studies Policy is effective from March 3 2014 and replaces the Special Consideration Policy.
In addition, a number of other policies can be found in the Learning and Teaching Category of 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/support/student_conduct/
Results
Results shown in iLearn, 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.
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
IT Help
For help with University computer systems and technology, visit http://informatics.mq.edu.au/help/.
When using the University's IT, you must adhere to the Acceptable Use 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
- Articulate frameworks and approaches to harness the power of marketing-oriented thinking for the creation of long-term advantage of any organisation.
- Understand the firm’s relation to its business environment of customers, competitors, collaborators, and other external forces
- Critically examining problem areas, developing feasible marketing investment decision options, developing key recommendations, and communicating this strategic thinking to others
- Enhance awareness of marketing’s contribution to society through discussion of ethical and professional conduct and issues in corporate social responsibility
Assessment tasks
- Individual Class Presentations
- Phase Progress Report
- Reflective Journal
Learning and teaching activities
- The unit is designed to be an exercise in applied learning, where the first half of the semester adds to students knowledge base. It is vital that students: stay in the assigned tutorial session, attend the first tutorial to get into a group and be briefed, and attend and contribute to the group’s effort
- Application of knowledge base: Each student will engage in a minimum of 60 hours on a marketing project for the Client Partner.
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
- Articulate frameworks and approaches to harness the power of marketing-oriented thinking for the creation of long-term advantage of any organisation.
- Understand the firm’s relation to its business environment of customers, competitors, collaborators, and other external forces
- Be able to conduct an industry and market analysis to assess market opportunities by analysing customers, competitors, collaborators, and other external forces
- Critically examining problem areas, developing feasible marketing investment decision options, developing key recommendations, and communicating this strategic thinking to others
Assessment tasks
- Individual Class Presentations
- Phase Progress Report
- Reflective Journal
- Group Marketing Project
Learning and teaching activities
- The unit is designed to be an exercise in applied learning, where the first half of the semester adds to students knowledge base. It is vital that students: stay in the assigned tutorial session, attend the first tutorial to get into a group and be briefed, and attend and contribute to the group’s effort
- Application of knowledge base: Each student will engage in a minimum of 60 hours on a marketing project for the Client Partner.
Problem Solving and Research Capability
Our graduates should be capable of researching; of analysing, and interpreting and assessing data and information in various forms; of drawing connections across fields of knowledge; and they should be able to relate their knowledge to complex situations at work or in the world, in order to diagnose and solve problems. We want them to have the confidence to take the initiative in doing so, within an awareness of their own limitations.
This graduate capability is supported by:
Learning outcomes
- Articulate frameworks and approaches to harness the power of marketing-oriented thinking for the creation of long-term advantage of any organisation.
- Be able to conduct an industry and market analysis to assess market opportunities by analysing customers, competitors, collaborators, and other external forces
Assessment tasks
- Individual Class Presentations
- Phase Progress Report
- Reflective Journal
- Group Marketing Project
Learning and teaching activities
- Application of knowledge base: Each student will engage in a minimum of 60 hours on a marketing project for the Client Partner.
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
- Understand the firm’s relation to its business environment of customers, competitors, collaborators, and other external forces
Assessment tasks
- Individual Class Presentations
- Group Marketing Project
Engaged and Ethical Local and Global citizens
As local citizens our graduates will be aware of indigenous perspectives and of the nation's historical context. They will be engaged with the challenges of contemporary society and with knowledge and ideas. We want our graduates to have respect for diversity, to be open-minded, sensitive to others and inclusive, and to be open to other cultures and perspectives: they should have a level of cultural literacy. Our graduates should be aware of disadvantage and social justice, and be willing to participate to help create a wiser and better society.
This graduate capability is supported by:
Learning outcomes
- Articulate frameworks and approaches to harness the power of marketing-oriented thinking for the creation of long-term advantage of any organisation.
- Understand the firm’s relation to its business environment of customers, competitors, collaborators, and other external forces
- Critically examining problem areas, developing feasible marketing investment decision options, developing key recommendations, and communicating this strategic thinking to others
- Enhance awareness of marketing’s contribution to society through discussion of ethical and professional conduct and issues in corporate social responsibility
Assessment tasks
- Phase Progress Report
- Reflective Journal
- Group Marketing Project
Changes from Previous Offering
There has been a change in the topics focus for Marketing Project from Blue Ocean Strategy as used in S2 2014, to Ethics and Social Responsibility.
Research and Practice
This unit uses research from external sources and Macquarie University researchers as listed in the references lists on iLearn.
In particular, this unit draws on cutting-edge research, integrated with extensive industry experience, by Department of Marketing and Management faculty members:
- Mr Stephen Erichsen
- Dr Leanne Carter
- Dr David Gray
- Dr Cynthia Webster
- Dr Chris Baumann
Changes since First Published
| Date | Description |
|---|---|
| 03/03/2015 | Re-submitting this for approval as it has not yet been approved since slight changes were made due to scheduling with the client partner Hitachi |