Students
MKTG101 – Marketing Fundamentals
2016 – S2 Day
General Information
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| Unit convenor and teaching staff |
Unit convenor and teaching staff
Unit Convenor
Professor Greg Elliott
Contact via Email
E4A TBA
Monday 4 to 6 pm. Other times by appointment only - please email.
Lecturer
Dr. Lay Peng Tan
Contact via Email
E4A 453
Friday 12.30 to 1.30
Teaching Assistant
TBA
Yang Yang
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| Credit points |
Credit points
3
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| Prerequisites |
Prerequisites
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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 covers the basic principles of marketing. It explores the role of marketing in business and society and the proposition that marketing is based on an understanding of consumer value. The unit examines the development of marketing as a practice and discipline. The unit covers the overall process of marketing planning, implementation and control and how information on consumer needs is attained. It then looks at the building blocks and tools that the marketer uses to satisfy those needs - the marketing mix. The unit includes the latest developments in marketing theory, illustrated with examples of best practice from Australia and major economies overseas.
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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:
- Develop an informed understanding of marketing theory and practice.
- Review the external factors influencing an organisation's marketing strategies.
- Explain and analyse key marketing objectives and strategies in a collaborative setting.
- Recognise marketing's role in business and in society
General Assessment Information
Quizzes - Best 4 of 5 in Tutorials weeks 3, 5, 7, 9, 11 - 20%
Each quiz is worth 5% and consists of 20 multiple choice questions. Quizzes will be conducted on-line during each of the assigned weeks.
Penalties: No extensions will be granted. Quizzes cannot be taken outside the designated five-day period. Students who do not complete the quiz during the assigned period will be awarded a mark of 0 for the task. Please note that as the total mark out of 20 is strictly based on the best of four of the five quizzes. Students who are unwell for all of any of the five quiz weeks will be granted consideration for missed quizzes for only one approval for Disruption to Studies application.
Marketing Plan - Written report due 9am Monday 31 October, Presentations in tutorial weeks 12 and 13 - Written report - 20%, Presentation 10% - 30% TOTAL
Group assignment consisting of up to 5 students per group. Groups will be allocated in week 2 (first week of tutorials). Written report is due online to Turnitin by 9am on Monday the 31st of October. Presentations are to be done in tutorials during week 12 and 13.
Students' individual marks for the written marketing report will be assessed using a structured peer assessment process, in which the individual student's marks will be calculated by the assessments of their team members (but not their own).
Students' individual marks for the verbal written marketing plan presentations will be individually assessed by the tutor.
Penalties: No extensions will be granted.
- Please ensure you submit your soft copy of the written component of your marketing plan to the correct Turnitin link before 9 am, Monday 31 October 2015 (Week 12).
- Late submissions or those submitted incorrectly in Turnitin will receive a deduction of 20% per day.
- That is, reports received after 9am Monday 31 October but before 9am Tuesday 1 November will lose 20% of their total final mark. Those received after 9am Tuesday but before 9am Wednesday will lose 40% of their total final mark.
- You should not exceed the 5,000 word limit. (This limit includes the reference list, title page and in-text references, tables and figures, and all appendices). Exceeding the limit by an appreciable amount (i.e. > 10%) may lead to a significant deduction of marks.
Tutorial Case Study Discussion Questions in Tutorials weeks 3, 5, 7, 9, 11 - 10%
Students are expected to submit a minimum of two weeks' case study discussion questions. (You can submit a third week's questions and you will receive marks for your best two weeks' answers.) Your answers should be typed, double-spaced and no longer than 500 words per case- ie 1,000 word in total, per week. You should prepare your answers in writing prior to the tutorials and be prepared to present, and defend, your answers during classroom discussions. You will be marked on the content of your answers and the quality of your contribution to classroom discussions. While a minimum of 80% attendance at tutorials is expected, you will be entitled to be absent under the usual Disruption to Studies provisions.
Penalties: No extensions will be granted. Students who do not complete the tutorial exercise during the assigned week will be awarded a mark of 0 for that week's task.
Assessment Tasks
| Name | Weighting | Due | Groupwork/Individual | Short Extension | AI assisted? |
|---|---|---|---|---|---|
| Five on-line Quizzes | 20% | Weeks 3,5,7,9 and 11 | No | ||
| Tutorial Case Study Questions | 10% | Weeks 3, 5, 7, 9 and 11 | No | ||
| Marketing Plan | 30% | Monday 31 October 9am | No | ||
| Final Examination | 40% | Examination period | No |
Five on-line Quizzes
Due: Weeks 3,5,7,9 and 11
Weighting: 20%
Groupwork/Individual:
Short extension 3: No
AI assisted?:
This assessment total mark of 20 will consist of four of the best of the five quizzes, taken on-line, during weeks 3. 5, 7, 9 and 11. Each quiz is worth a total of 5 marks and will consist of 20 multiple-choice questions. Quizzes can be taken at any time, Monday to Friday, on-line during the assigned weeks.
Penalties: No extensions will be granted. Students who do not undertake the quiz during the assigned period will be awarded a mark of 0 for the task. Please note that as the total mark out of 20 is strictly based on the best of four of the five quizzes. Students who are unwell on any of the five quiz days will be granted consideration for missed quizzes for only one approval for Disruption to Studies application.
On successful completion you will be able to:
- Develop an informed understanding of marketing theory and practice.
- Recognise marketing's role in business and in society
Tutorial Case Study Questions
Due: Weeks 3, 5, 7, 9 and 11
Weighting: 10%
Groupwork/Individual:
Short extension 3: No
AI assisted?:
This assessment task is to be assessed during tutorials in weeks 3, 5, 7, 9 and 11.
Students will be expected to prepare answers to assigned case study discussion questions, taken from the textbook, and should be prepared to present and defend their answers when called on during the tutorials.
For each of the five tutorials (weeks 3,5,7,9 and 11), students are required to submit written answers for a minimum of two weeks' assigned case study questions. There are two case studies for each case study tutorial session, Thus students will submit four cases in total over two (non-consecutive) weeks.Students may submit a third week's answers, in which case, the best two weeks' marks will be counted. The answers to the case study questions should be limited to a maximum of 500 words per case (ie 1,000 words in total for each week's submission). Your answers should be typed and double-spaced. Students who are absent from tutorials will receive zero marks for that week's assessment. Students who are unwell will be granted consideration for missed tutorial assessments for only one approved Disruption to Studies application.
On successful completion you will be able to:
- Develop an informed understanding of marketing theory and practice.
- Review the external factors influencing an organisation's marketing strategies.
- Explain and analyse key marketing objectives and strategies in a collaborative setting.
- Recognise marketing's role in business and in society
Marketing Plan
Due: Monday 31 October 9am
Weighting: 30%
Groupwork/Individual:
Short extension 3: No
AI assisted?:
Due: Written: Week 12; Presentations: Weeks 12 and 13
Weighting: 30% (20% written component; 10% for presentation)
Students will be allocated to groups of 5 maximum in the first class (i.e. Week 2 tutorial).
The task of the group will be to prepare a marketing plan for the launch or re-launch, in Australia, of a real or hypothetical product selected by the group. The product can be a tangible "good" or an intangible "service". In the case of an existing product, the marketing plan must involve a re-launch or re-positioning of the product. (In other words, a "business as usual" scenario is not sufficient.) Once groups have been formed, each group will start planning the various components of the marketing plan, using the textbook example as a “template”.
Groups should be managed democratically, respectfully and inclusively. All team members are expected to contribute their fair share of the workload and individual contributions will be assessed by a structured voting process in which each individual's performance is assessed by their teammates (and not by themselves).
You are expected to gather and analyse secondary data and other relevant publications from various sources, such as ABS, commercial databases, business press, academic and professional journals for your marketing plan. References in the marketing plan will be explicitly evaluated for their relevance, quality and quantity. Accordingly, you must correctly reference all external sources (e.g., secondary data, business press, academic articles, etc.) in the References section of your marketing plan.You should cite references correctly using APA, Chicago or Harvard styles (http://libguides.mq.edu.au/Referencing). Please ensure you attend the presentation of the Research Librarian in the lecture in Week 2.
Final group presentations are individually assessed and worth a maximum of 10%. Each student must therefore present at least a part of the final presentation. The written marketing plan is worth a maximum of 20%. Individual contributions to the marketing plan will be assessed through a structured "peer assessment" process.
Penalties: No extensions will be granted.
- Please ensure you submit your soft copy of the written component of your marketing plan to the correct Turnitin link before 9 am, Monday 31 October 2015 (Week 12).
- Late submissions or those submitted incorrectly in Turnitin will receive a deduction of 20% per day.
- That is, reports received after 9am Monday 31 October but before 9am Tuesday 1 November will lose 20% of their total assignment mark. Those received after 9am Tuesday but before 9am Wednesday will lose 40% of their total assignment mark.
- You should not exceed the 5,000 word limit. (This limit includes the reference list, title page and in-text references, tables and figures, and all appendices). Exceeding the limit by an appreciable amount (i.e. > 10%) may lead to a significant deduction of marks.
On successful completion you will be able to:
- Develop an informed understanding of marketing theory and practice.
- Review the external factors influencing an organisation's marketing strategies.
- Explain and analyse key marketing objectives and strategies in a collaborative setting.
Final Examination
Due: Examination period
Weighting: 40%
Groupwork/Individual:
Short extension 3: No
AI assisted?:
A final examination is included as an assessment task for this unit to provide assurance that:
• The product belongs to the student and
• The student has attained the knowledge and skills tested in the exam.
A 2 hour, "closed book" final examination for this unit will be held during the University Examination period. You are expected to present yourself for examination at the time and place designated in the University Examination Timetable.
On successful completion you will be able to:
- Develop an informed understanding of marketing theory and practice.
- Review the external factors influencing an organisation's marketing strategies.
- Recognise marketing's role in business and in society
Delivery and Resources
Classes
This unit in Semester 2 is taught in normal mode over 13 weeks. There is a 2 hour lecture each week plus 12 one- hour tutorials held every week. Lecture notes will be available on iLearn a week before the lecture. Please note that they are only a summary of the 2 hour lecture usually in bullet point format. Lectures are also recorded on Echo360.
The timetable for classes can be found on the University web site at: http://www.timetables.mq.edu.au/ Maximum size for each tutorial is 30 students. Once allocated to a class a student will not be able to change unless there are places in another class or someone in the other class is willing to swap. In this event, the onus is on students to agree and arrange the swap.
Unit Structure
This unit will be conducted in a weekly two hour lecture and weekly one hour tutorial format. Students will form into groups during the tutorials in Teaching Week 2.
Tutorial/Group Sessions
Tutorials/Group sessions in this course are conducted each week commencing in Teaching Week 2. Class sizes are limited.
You must sign on for your preferred session electronically. Once you are included in a tutorial, you MUST only attend that tutorial and group each week. Changes will not be permitted after the end of Week 2.
Changes must be formalised via the E-Student enrolment site. Attendance will be taken in class each week.
Required Textbook
The textbook to accompany this unit is: Elliott, G., Rundle-Thiele, S. and Waller, D. (2014), "Marketing"
3rd edition, John Wiley and Sons Ltd, Australia
ISBN: 978 1 118: 624173
You can buy this book from the Co-Op Bookshop on campus, either stand alone or bundled. Bundling options provide additional resources to help in your university work. Both hard copy and e-book are acceptable for this unit. The link for e-book and bundling are available through Wiley direct: http://www.wileydirect.com.au/macquarie-uni-marketing-3rd-edition/
And from the Co-Op Bookshop: ISBN: 9780730318460 / Marketing 3E + iStudy v3 + Communication Skills Handbook 4E
Elliott + Summers / RRP $ 162.95 member price $ 151.55
- This unit uses research by Macquarie University researchers
- This unit uses research from external sources
- This unit gives you opportunities to conduct your own research
- This unit gives you practice in applying research findings in your assignments
Writing Skills
Recommended resources:
Burton, L. 2010. An Interactive Approach to Writing Essays and Research Reports in Psychology, John Wiley & Sons, Australia
McMillan, K. & Weyers, J. 2013. How to Write for University: Academic Writing for Success, Pearson Education, United Kingdom.
Researching Skills - Journals
In addition to the required textbook for this Unit, you should familiarise yourself with the relevant periodical section of the library. Journals recommended for your study in marketing include:
- Journal of Marketing
- Journal of Consumer Research
- International Journal of Research in Marketing
- Harvard Business Review
- Journal of the Academy of Marketing Science
- Journal of Marketing Management
- Australasian Marketing Journal
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
Week Lecture Schedule Tutorial Schedule and Tasks
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1 |
Introduction |
READ: Chapter 1 No tutorials |
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2 |
Librarian presentation: Database Research and Referencing
Marketing Environment and Market Analysis |
READ: Chapter 2 Introduction to course, course structure, assessments, study approach and tutor expectations Discussion of assessments, including early assessment Quizzes (m.c.) and Marketing Plan (written and presentations) Groups will be selected by the tutor. Discussion of teamwork and expectations of individuals and team behaviour and management issues. Clarification of expectations around "academic honesty", referenc ing and paraphrasing. Discussion of Turnitin. |
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3 |
Market Research |
READ: Chapter 3 On-line Quiz 1 – 20 m.c. questions Chaps. 1 &2 Tutorial Case Study Discussion Questions Chaps. 1 & 2 |
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4 |
Consumer Behaviour
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READ: Chapter 4 Marketing Plan Workshop 1 – your group should hand your tutor and discuss a list of around three potential marketing plan topics with a brief description of each, |
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5 |
Business Buying Behaviour |
READ: Chapter 5 On-line Quiz 2– 20 m.c. questions Chaps. 3 &4 Tutorial Discussion Questions Chaps. 3 & 4 |
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6 |
Segmentation, Targeting and Positioning |
READ: Chapter 6 Marketing Plan Workshop 2 – your group should hand your tutor a 250 to 400 word summary of the company and product background on which you are basing your marketing plan together with discussion of Environmental and Competitive and SWOT analyses |
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7 |
Product
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READ: Chapter 7 On-line Quiz 3– 20 m.c. questions Chaps. 5 & 6 Tutorial Case Study Discussion Questions Chaps. 5 & 6 |
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MID-SESSION BREAK 19th of September to 2nd of October |
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8 |
Price |
READ: Chapter 8 Marketing Plan Workshop 3 – please bring a 250 word summary of your segmentation variables, a description of your objectives, target market and positioning. |
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9 |
Promotion |
READ: Chapter 9 On-line Quiz 4– 20 m.c. questions Chaps. 7 & 8 Tutorial Case Study Discussion Questions Chaps. 7 & 8 |
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10 |
Distribution |
READ: Chapter 10 Marketing Plan Workshop 4 – please bring a 250 word summary of your marketing mix variables to date. |
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11 |
Services Marketing |
READ: Chapter 11 On-line Quiz 5– 20 m.c. questions Chaps. 9 & 10 Tutorial Case Study Discussion Questions Chaps. 9 & 10
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12 |
GUEST LECTURE
Compulsory Attendance - there may be a final examination question related to the guest lecture. (Note: there will NOT be any notes available, nor will information be provided to you by the lecturers or tutors if you miss the lecture. It is incumbent to takes notes during the lecture. If you do not attend this lecture, it is up to you to ask a friend/class mate to share their notes with you. Please note that they are under no obligation to do so if they so choose.) |
Each team must submit its Marketing plan to Turnitin no later than 9 am Monday 31 October. The following hard copies must be handed to your tutor in your registered tutorial:
Marketing Plan Presentations – 3 groups @ 15 minutes each |
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13 |
Course Review & Examination Preparation Tips |
Marketing Plan Presentations – 3 groups @ 15 minutes each Final exam discussion |
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 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://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
- Develop an informed understanding of marketing theory and practice.
- Review the external factors influencing an organisation's marketing strategies.
- Explain and analyse key marketing objectives and strategies in a collaborative setting.
- Recognise marketing's role in business and in society
Assessment tasks
- Five on-line Quizzes
- Tutorial Case Study Questions
- Marketing Plan
- 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
- Develop an informed understanding of marketing theory and practice.
- Review the external factors influencing an organisation's marketing strategies.
- Explain and analyse key marketing objectives and strategies in a collaborative setting.
- Recognise marketing's role in business and in society
Assessment tasks
- Five on-line Quizzes
- Tutorial Case Study Questions
- Marketing Plan
- 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
- Develop an informed understanding of marketing theory and practice.
- Review the external factors influencing an organisation's marketing strategies.
- Explain and analyse key marketing objectives and strategies in a collaborative setting.
- Recognise marketing's role in business and in society
Assessment tasks
- Five on-line Quizzes
- Tutorial Case Study Questions
- Marketing Plan
- Final Examination
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 outcomes
- Develop an informed understanding of marketing theory and practice.
- Review the external factors influencing an organisation's marketing strategies.
- Explain and analyse key marketing objectives and strategies in a collaborative setting.
- Recognise marketing's role in business and in society
Assessment tasks
- Tutorial Case Study Questions
- Marketing Plan
Changes from Previous Offering
"Mini Research Topic" has been replaced with Tutorial Case Studies (written reports and presentations.)
Consultation Hours
Teaching staff are there to assist you. Please email them directly to confirm their consultation times.
Please remember that your Tutor is your first port of call for all queries relating to the course content and that you should contact them directly via email.
If your query relates to administration please post your question on the iLearn forum under the “Administrative discussion” forum.
There are several other specific discussion forums on the iLearn site that you may use to seek assistance from your peers, teachers and the teaching assistant staff of this unit. There are five forums for discussion in which you may post questions. These include:
1. General Administration Discussion
2. Student-to-Student Discussion
3. Assessment Discussion
4. Tutorial Discussion
5. Exam Discussion
All important messages and announcements will be posted on the iLearn site regularly by staff and you must take the time to read these each week.
The iLearn site is a public forum that everyone in the unit is able to access and read. The site can be found at the following link: http://ilearn.mq.edu.au
The lecture in this unit will be recorded using iLearn.
Global Context and Sustainability
Global Context and Sustainability
This unit teaches marketing principles that can be applied in a global context. Sustainability issues are included in the Corporate Social Responsibility component of this unit.
Research and Practice
In addition to the required textbook for this Unit, you should familiarise yourself with the relevant periodical section of the library. Journals recommended for your study in marketing include:
- Journal of Marketing
- Journal of Consumer Research
- International Journal of Research in Marketing
- Harvard Business Review
- Journal of the Academy of Marketing Science
- Journal of Services Research
- Australian Business Monthly
- Business Review Weekly
You can access these resources through the Library home page. Under ‘research’ select search for ‘journals’ and type the name of the journal.
Recommended Research Databases
You should also familiarise yourself with key research databases available for access through the library. Databases recommended for your study in marketing include:
- Ebscohost
- Business Source Premier
- ABS Statistics
- ABS Census of Population and Housing
- Factiva
- IBISWorld
- Marketplace Advantage
- BMI Research
- Passport (Euromonitor)
- Google Scholar (only when logged in via the Macquarie University website)
Changes since First Published
| Date | Description |
|---|---|
| 09/08/2016 | Change in previous (erroneous) date for marketing plan. Correct date is 31 October. |
| 26/07/2016 | Hi - Just a minor change in the unit schedule for the mid-semester dates. |
| 25/07/2016 | Hi - Just a minor change in the title of the assessment date from 24 Oct to 31 Oct. |