Unit Guide

General Information

Unit convenor and teaching staff	Unit convenor and teaching staff Unit Convenor / Lecturer Lay Peng Tan laypeng.tan@mq.edu.au Contact via iLearn / E-mail E4A 453 Wednesday after class 5-6pm, or by appointment
Credit points	Credit points 4
Prerequisites	Prerequisites Admission to MCom or MBioBus or MBioTechMCom or MIntBus or MIntBusMIntComm or MIntBusMIntRel or MAcc(Prof)MCom
Corequisites	Corequisites
Co-badged status	Co-badged status
Unit description	Unit description This unit provides students with an introduction to marketing as it is used within all organisations. Topics include: the role of marketing; the understanding of the market research process; marketing decision making (market segmentation, consumer behaviour and the marketing mix); product planning and development; distribution; promotion; pricing; marketing strategies and control; and evaluation of marketing management, with a focus on creating consumer value. Students are also exposed to some of the critical issues surrounding the implementation of marketing strategies in the contemporary business environment and of the importance of ethics and sustainability as addressed by the societal marketing concept.

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:

Understand the concepts and principles which underpin the discipline of marketing as a key organisational and managerial philosophy
Recognise the central importance of marketing in contributing to organisational health and prosperity
Critically analyse, discuss and evaluate marketing theories and thinking in dealing with the practical, contemporary marketing issues confronting organisations
Critically evaluate and reflect upon specific marketing decisions and marketing strategies through interactive learning techniques for individuals and groups
Gain experience in the managerial process of marketing through exposure to practical marketing activities

Assessment Tasks

Name	Weighting	Due	Short Extension
A1 Marketing Plan	30%	As per Unit Schedule	No
A2 Class Test	10%	Week-8 (During Class)	No
A3 Simulation Game	20%	8 weekly decisions	No
A4 Final Examination	40%	During the Exam Period	No

A1 Marketing Plan

Due: As per Unit Schedule
Weighting: 30%
Groupwork/Individual:
Short extension ³: No
AI assisted?:

A1 Marketing Plan

This is a group assignment which will be assessed on both individual (15%) and group performance (15%).

In groups students will write and present a marketing plan for a new product/service to convince senior management to invest the necessary funds required to successfully implement the plan. This assignment has two components: Two Progress Presentations (15%, assessed on individual performance) and a Written Marketing Plan (15%, assessed on group performance).

Detailed assessment guide including submission details and marking criteria will be available on iLearn. Every group member must complete a peer evaluation for each member of the group indicating their level of contribution to the overall group work.

Progress Presentations (Total 15%)

All groups are expected to give a 10 mins presentation in Week-7 and Week-12.

Powerpoint slides: Prior to the commencement of the presentations

Electronic copy: upload to iLearn
Print copy: submit a copy to your lecturer

Written Marketing Plan (15%) Due: 9 November 2016, 2pm.

All groups are required to submit the written plan in both print and electronic copies (in Words). The electronic copy will be subjected to plagiarism check using Turnitin. The main body of the plan should be no more than 15 pages (single-sided, 12-point Times News Roman, 1.5 line-spaced, 2.54cm margin) , plus a one-page executive summary. This page limit includes any tables, diagrams and appendices but excludes reference list, cover page, Table of Contents.

Please note:

1. Presentations: No extension will be granted. Students who are absent or do not participate in the presentation will get 0% automatically.

2. Written Plan: 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). This penalty does not apply for cases in which an application for disruption of studies is made and approved.

3. Transference of marks is not permissible across assessment tasks.

On successful completion you will be able to:

Understand the concepts and principles which underpin the discipline of marketing as a key organisational and managerial philosophy
Recognise the central importance of marketing in contributing to organisational health and prosperity
Critically analyse, discuss and evaluate marketing theories and thinking in dealing with the practical, contemporary marketing issues confronting organisations
Critically evaluate and reflect upon specific marketing decisions and marketing strategies through interactive learning techniques for individuals and groups
Gain experience in the managerial process of marketing through exposure to practical marketing activities

A2 Class Test

Due: Week-8 (During Class)
Weighting: 10%
Groupwork/Individual:
Short extension ³: No
AI assisted?:

A2 Class Test

40 multiple choice, closed book, 45 minutes. Questions cover the lecture contents from the first 6 weeks.

No extensions will be granted. Students who do not attend the class test at the specified time will be awarded a mark of 0 for the task, except for cases in which an application for Disruption of Studies is made and approved.

On successful completion you will be able to:

Understand the concepts and principles which underpin the discipline of marketing as a key organisational and managerial philosophy

A3 Simulation Game

Due: 8 weekly decisions
Weighting: 20%
Groupwork/Individual:
Short extension ³: No
AI assisted?:

A3 Marketing Simulation Game

Students will participate in the computer-based marketing management and strategy simulation game- Practice Marketing. The game provides a challenging decision-making exercise in which complex marketing decisions must be made within a competitive marketing environment.

Students will be organised into syndicate teams and will manage their hypothetical firm in competition with other firms within their designated industry over the course of the game. The objective of this exercise is to place students into a realistic operating environment which requires the integration of complex marketing research, analysis, planning and decision-making. The assessment will be based on results, which is a function of several performance indicators such as net profit, revenue, return on marketing, product and customer satisfaction score. The decision rules of the game are detailed and extensive. Thus, it is essential that each firm makes continual reference to the players' manual.

The game requires eight decisions to be made (Session A: Week 4,5,6,7; Session B: Week 9,10,11,12), thus simulating six quarters of operations in total. Students will complete Session A on individual basis (Total 10%), and Session B in syndicate teams (Total 10%).

For the necessary computer processing to be completed in time, it will be essential that decisions be submitted on-line by the weekly deadlines. Decisions are due by 11:59 pm on the due date. No extensions will be granted. Students who have not submitted the decision prior to the deadline will be awarded a mark of 0 for the task, except for cases in which an application for disruption of studies is made and approved. Results will be distributed on-line and discussed in the following class.

Decision Timetable:

Decision Week Time Practice Marketing Simulation Game Due Dates Session A Individual (10%) Decision 1 4 11:59 pm 24 August 2016 (Wednesday) Decision 2 5 11:59 pm 31 August 2016 Decision 3 6 11:59 pm 7 September 2016 Decision 4 7 11:59 pm 14 September 2016 Session B Group (10%) Decision 5 9 11:59 pm 12 October 2016 Decision 6 10 11:59 pm 19 October 2016 Decision 7 11 11:59 pm 26 October 2016 Decision 8 12 11.59pm 2 November 2016
On successful completion you will be able to:

Understand the concepts and principles which underpin the discipline of marketing as a key organisational and managerial philosophy
Recognise the central importance of marketing in contributing to organisational health and prosperity
Critically analyse, discuss and evaluate marketing theories and thinking in dealing with the practical, contemporary marketing issues confronting organisations
Critically evaluate and reflect upon specific marketing decisions and marketing strategies through interactive learning techniques for individuals and groups
Gain experience in the managerial process of marketing through exposure to practical marketing activities

A4 Final Examination

Due: During the Exam Period
Weighting: 40%
Groupwork/Individual:
Short extension ³: No
AI assisted?:

A4 Final Examination

A final examination is included as an assessment task for this unit to provide assurance that: i) the product belongs to the student and ii) the student has attained the knowledge and skills tested in the exam.

A closed-book 3 hours final examination for this unit will be held during the University Examination period.

Students are expected to present themselves for examination at the time and place designated in the University Examination Timetable. 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://exams.mq.edu.au/

The only exception to not sitting an examination at the designated time is because of documented illness or unavoidable disruption. In these circumstances students may wish to consider submitting a disruption to studies notification. The University’s policy on disruption to studies process is available at: http://www.mq.edu.au/policy/docs/disruption_studies/policy.html

For information “How to submit a Disruption to Studies Notification?”

http://students.mq.edu.au/student_admin/exams/disruption_to_studies/

If a Supplementary Examination is granted as a result of disruption to studies, the examination will be scheduled after the conclusion of the official examination period.

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

On successful completion you will be able to:

Understand the concepts and principles which underpin the discipline of marketing as a key organisational and managerial philosophy
Recognise the central importance of marketing in contributing to organisational health and prosperity
Critically analyse, discuss and evaluate marketing theories and thinking in dealing with the practical, contemporary marketing issues confronting organisations

Delivery and Resources

TEACHING AND LEARNING STRATEGY

There is no major change since the last offering of this unit. The unit is delivered in seminar format. Students are expected to be active and engaged learners, contributing fully to seminar sessions. Learning activities include individual and group tasks that are to be completed during private study and in the seminars. Students need to read in advance of seminar sessions, participate in classes and online discussion forum, be prepared to work in small groups and discuss the materials assigned each week.

The lecture notes will be posted on iLearn at https://ilearn.mq.edu.au on a weekly basis. The recording (video or audio) of lectures/seminars is not permitted.

CLASSES

There are 3 hours of face-to-face classes each week. These are run as a seminar and will consist of lectures and presentations.
The timetable for classes can be found on the University web site at: http://www.timetables.mq.edu.au/
Students are expected to participate in classes, be prepared to work in small groups and discuss the materials assigned each week.
To complete this unit satisfactorily, students must attend at least 80% of the scheduled classes. Attendance will be taken in class.
Students are expected to arrive on time and not to leave until the class ends.

INHERENT REQUIREMENT (i.e. COMPULSORY REQUIREMENT)

To complete this unit, students must sit the final examination.

TECHNOLOGY USED & REQUIRED

The course will make use of iLearn and email for communication with the teaching staff and between students.
Students will need access to a reliable Internet service to complete this unit.
Use of a PC or laptop is required to complete tasks on iLearn and to access iLearn for course materials
Software required: E.g., Word processing, PowerPoint, video/media player, Acrobar Reader.

REQUIRED AND RECOMMENDED TEXTS AND/OR MATERIALS

Required Text

Elliott, G., Rundle-Thiele, S. and Waller, D. (2014), Marketing (Third Edition), Brisbane: John Wiley & Sons.

This text is also available as an e-book.

Additional recommended textbooks:

Grewal, D., Levy, M. (2015), Marketing (Forth Edition), New York, McGraw-Hill Education.

Students should also consult the wide range of industry reports and marketing journals such as the following (via the Macquarie University library):

Passport (Euromonitor International)
McKinsey and Company
Forbes
Wall Street Journal
CNN Money
Journal of Marketing
Journal of Marketing Management
Journals of Consumer Research
Journal of Marketing Research
Harvard Business Review
European Journal of Marketing
International Journal of Research in Marketing
Business Horizons
Journal of Brand Management
Journal of Advertising Research
Journal of Retailing
Australasian Marketing Journal
Australian Marketing Researcher
International Marketing Review
The Economist
Business Review Weekly

Unit Schedule

Week	Session	Session Topic	Seminar Required Reading/Assessment
1	Wednesday 3 August	Course Introduction; What is Marketing?	Chapter 1; Group Formation
2	10 August	Marketing Environment & Growth Strategies	Chapter 2
3	17 August	Marketing Information Systems & Market Research	Chapter 3
4	24 August	Consumer & Organisational Buyer Behaviour,	Chapters 4 & 5 Practice Marketing Simulation Game Decision Round 1.
5	31 August	Market Segmentation & Target Marketing.	Chapter 6 Practice Marketing Simulation Game Decision Round 2.
6	7 September	New Product Development; Product Life Cycle & Branding	Chapter 7; Practice Marketing Simulation Game Decision Round 3.
7	14 September	Marketing Plan - Progress Presentation 1	Practice Marketing Simulation Game Decision Round 4.
Mid Semester Break
8	5 October	Services Marketing	Chapter 11 Class Test
9	12 October	Pricing	Chapter 8 Practice Marketing Simulation Game Decision Round 5.
10	19 October	Promotion	Chapter 9 Practice Marketing Simulation Game Decision Round 6.
11	26 October	Distribution Channels Digital Marketing	Chapter 10, Chapter 12 Practice Marketing Simulation Game Decision Round 7.
12	2 November	Marketing Plan - Progress Presentation 2	Practice Marketing Simulation Game Decision Round 8.
13	9 November	Course Review; Exam Preparation	Submission of Group Marketing Plan due 2pm.

Learning and Teaching Activities

Seminar

A combination of lectures and class activities

Workshop Activities

Students to work through case studies and exercises during seminars

Simulation activities

Participation in the decision-making aspects re the development of a Market Place simulation game over 6 periods.

Personal Reading

Reading through journal articles, textbooks and online resources

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

New Assessment Policy in effect from Session 2 2016 http://mq.edu.au/policy/docs/assessment/policy_2016.html. For more information visit http://students.mq.edu.au/events/2016/07/19/new_assessment_policy_in_place_from_session_2/

Assessment Policy prior to Session 2 2016 http://mq.edu.au/policy/docs/assessment/policy.html

Grading Policy prior to Session 2 2016 http://mq.edu.au/policy/docs/grading/policy.html

Grade Appeal Policy http://mq.edu.au/policy/docs/gradeappeal/policy.html

Complaint Management Procedure for Students and Members of the Public http://www.mq.edu.au/policy/docs/complaint_management/procedure.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 Support

Students who require assistance are encouraged to contact the Student Services Manager at Macquarie City Campus. Please see reception to book an appointment.

Macquarie University provides a range of Academic Student Support Services. Details of these services can be accessed at http://students.mq.edu.au/support/

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

At any time students (or groups of students) can book our Student Advising rooms on Level 6 by emailing info@city.mq.edu.au with a day and time and nominated contact person. There are additional student study spaces available on Level 1.

Macquarie University Campus Wellbeing also has a presence on the City Campus each week. If you would like to make an appointment, please email info@city.mq.edu.au or visit their website at: http://www.campuslife.mq.edu.au/campuswellbeing

UNIWISE provides:

· Online learning resources and academic skills workshops http://www.mq.edu.au/learning_skills

· Personal assistance with your learning & study related questions

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.

IT Help

If you wish to receive IT help, we would be glad to assist you at http://informatics.mq.edu.au/help/ or call 02 9850-4357.

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 and it outlines what can be done.

Students must use their Macquarie University email addresses to communicate with staff as it is University policy that the University issued email account is used for official University communication.

Students are expected to act responsibly when utilising Macquarie City Campus IT facilities. The following regulations apply to the use of computing facilities and online services:

· Accessing inappropriate web sites or downloading inappropriate material is not permitted.

· Material that is not related to coursework for approved unit is deemed inappropriate.

· Downloading copyright material without permission from the copyright owner is illegal, and strictly prohibited. Students detected undertaking such activities will face disciplinary action, which may result in criminal proceedings.

Non-compliance with these conditions may result in disciplinary action without further notice.

If you would like to borrow headphones for use in the Macquarie City Campus computer labs (210, 307, 311, 608) at any point, please ask at Level 2 Reception. You will be required to provide your MQC Student ID card. This will be held as a deposit while using the equipment.

For assistance in the computer labs, please see a Lab Demonstrator (usually they can be found in Lab 311, otherwise ask at Level 2 Reception).

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

Understand the concepts and principles which underpin the discipline of marketing as a key organisational and managerial philosophy
Recognise the central importance of marketing in contributing to organisational health and prosperity
Critically analyse, discuss and evaluate marketing theories and thinking in dealing with the practical, contemporary marketing issues confronting organisations
Critically evaluate and reflect upon specific marketing decisions and marketing strategies through interactive learning techniques for individuals and groups
Gain experience in the managerial process of marketing through exposure to practical marketing activities

Assessment tasks

A1 Marketing Plan
A2 Class Test
A3 Simulation Game
A4 Final Examination

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

Understand the concepts and principles which underpin the discipline of marketing as a key organisational and managerial philosophy
Recognise the central importance of marketing in contributing to organisational health and prosperity
Critically analyse, discuss and evaluate marketing theories and thinking in dealing with the practical, contemporary marketing issues confronting organisations
Critically evaluate and reflect upon specific marketing decisions and marketing strategies through interactive learning techniques for individuals and groups
Gain experience in the managerial process of marketing through exposure to practical marketing activities

Assessment tasks

A1 Marketing Plan
A2 Class Test
A3 Simulation Game
A4 Final Examination

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

Understand the concepts and principles which underpin the discipline of marketing as a key organisational and managerial philosophy
Recognise the central importance of marketing in contributing to organisational health and prosperity
Critically analyse, discuss and evaluate marketing theories and thinking in dealing with the practical, contemporary marketing issues confronting organisations
Critically evaluate and reflect upon specific marketing decisions and marketing strategies through interactive learning techniques for individuals and groups
Gain experience in the managerial process of marketing through exposure to practical marketing activities

Assessment tasks

A1 Marketing Plan
A2 Class Test
A3 Simulation Game
A4 Final Examination

Changes from Previous Offering

There is no major change since the last offering of this unit.

Research and Practice and Sustainability

This unit gives you practice in applying research findings in your assignments. It also allows you opportunities to conduct your own research.

The marketing plan and marketing simulation game are designed to allow you learn and demonstrate your understanding of current industry marketing practices. In addition, there will be regular classroom discussion of current marketing issues, as discussed in the business press, and how they relate to the course lecture material.

This unit uses research from external sources and Macquarie University researchers as listed in the references lists on iLearn.

Additional References Aaker, D., Mills, M. 2005, Strategic Market Management Pacific Rim Edition, Wiley and Sons
Davis, J and DeVinney, T (1997), Essence of Corporate Strategy, Sydney: Allen & Unwin.
Grant, R. M. (2002) Contemporary Strategy Analysis: Concept, Techniques, Applications. (4th Edition). Blackwell Publishing
Guiltinan, J., Paul, G.W., Madden, T.J. 1997, Marketing Management: Strategies and Programs 6th Edition, McGraw–Hall, USA
Hamel, G. (2000), Leading the Revolution, Boston: Harvard Business School Press Jain, S.C. 2004, Marketing: Planning and Strategy, 7th Edition,
Thomson Kotler, P., Kevin Lane Keller 2006, Marketing Management, 12th Edition, Prentice Hall. Lambin, J (1997), Strategic Marketing Management, London: McGraw-Hill
Lehman, D., Winer, R. Analysis for Marketing Planning 5th Edition, McGraw-Hill, USA, 1997.
Markides, C. (1999), All the right moves: A guide to crafting breakthrough strategy, Boston: Harvard Business School Press
Walker, O.C., Mullins, J.W., Boyd, H.W. Larreche, J.C. 2006, Marketing Strategy-A Decision- Focused Approach, Fourth Edition, Irwin McGraw–Hill Irwin
Whitwell, G., Lukas, B., Doyle, P. 2003, Marketing Management: A Strategic, Value based Approach, Milton, QLD: John Wiley & Sons.
Achrol, Ravi S. (1991), “Evolution of the Marketing Organization: New forms for Turbulent Environments,” Journal of Marketing, 55, (October), 77-93.
Ailawadi, Kusum L., Donald R. Lehmann, and Scott A. Neslin (2001), “Market Response to a Major Change in the Marketing Mix: Learning from Proctor and Gamble’s Value Pricing Strategy,” Journal of Marketing, 65 (January), 44-61.
Bayus, Barry, “Are Product Life Cycles Really Getting Shorter?” (1994), Journal of Product Innovation Management, 11, 300-308.
Day, George, Allan Shocker, and Rajendra Srivastava (1979), “Customer-Oriented Approaches to Identifying Product Markets,” Journal of Marketing, Fall, 8-19.

Day, G.S. 1999, “Creating a Market Driven Organisation”, Sloan Management Review, Fall , 11-21.
Day, G.S. 2000, “Managing Market Relationships”, Journal of the Academy of Marketing Science, 28(1), 24-30.
Dickson, Peter R. (1992), "Toward a General Theory of Competitive Rationality," Journal of Marketing, 56 (January), 69-83.
Glazer, Rashi (1991) “Marketing in an Information-Intensive Environment: Strategic Implications of Knowledge as an Asset,” Journal of Marketing, 55 (October), 1-19.
Hamel, Gary and C. K. Prahalad (1991), ‘Corporate Imagination and Expeditionary Marketing,” Harvard Business Review, (July-August), 81-92.
Hunt, S.D., Morgan, R.M. 1995, “The comparative advantage theory of competition,” Journal of Marketing, 59(2), 1-15
Kohli, A.K., Jaworski, B.J. 1990, “Market Orientation: The construct, research propositions, and managerial implications”, Journal of Marketing; New York, 54,(2), 1-18. Kohli, A.K., Jaworski, B.J. 1993, “Market orientation: Antecedents and consequences”, Journal of Marketing, 57, (3), 53-81.
Lambkin, Mary and George Day (1989), “Evolutionary Processes in Competitive Markets: Beyond the Product Life Cycle,” Journal of Marketing, 53, 3 (July), 4-20.
Leeflang, Peter S. H. and Dick R. Wittink (2001), “Explaining Competitive Reaction Effects,” International Journal of Research in Marketing,” 18, 119-137.
Massy, Frank and Barton Weitz (1977) “A Normative Theory of Market Segmentation,” in Franco Nicosia and Yoram Wind, (eds.), Behavioral Models for Market Analysis: Foundations for Marketing Action, Hinsdale, Illinois:
Dryden. McKee Daryl, P. Varadarajan, and W. Pride (1989), “Strategic Adaptability and Firm Performance: A Market-Contingent Perspective,” Journal of Marketing, 53, (July), 21-35.
Porter, M. E. (Ed.) 1980 and 1998, Competitive Strategy: Techniques for Analysing Industries and Competitors, Free Press, New York.
Webster, F.E. 1992, “The changing role of marketing in the corporation”, Journal of Marketing, 56, (October), 1-17.

It will be assumed that you will have read the chapters assigned each week prior to attending lectures. The text covers some of the basic material and provides numerous examples. There will also be a small number of additional readings from other sources that will be provided to you via iLearn.

Marketing Journals:

Students should also consult the wide range of marketing journals, available through Macquarie Library, such as the following:

Australasian Marketing Journal
Journal of Marketing
Journal of Marketing Research
European Journal of Marketing
Journal of Consumer Research
Journal of marketing Management
Harvard Business Review
International Journal of Research in Marketing
Journal of Retailing
Journal of Advertising
Industrial Marketing Management
Business Horizons
Harvard Business Review