Unit convenor and teaching staff |
Unit convenor and teaching staff
Unit Convenor
Kay Naumann
Contact via Email
Please email for all consultation inquiries
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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.
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Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates
On successful completion of this unit, you will be able to:
Name | Weighting | Hurdle | Due |
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On-line Quiz | 15% | No | Week 3 Wednesday 20th December |
Assignment Marketing Portfolio | 35% | No | Week 4 Monday 8th Jan at 9am |
Final Examination | 50% | No | Examination period |
Due: Week 3 Wednesday 20th December
Weighting: 15%
The quiz will cover topics studied in the first 6 lectures inclusive. Corresponding Textbook Chapters are: 1, 2, 14, 3, 4 & 6.
This online assessment will be accessible during your registered tutorial class time only for Week 3. You must attend the tutorial class in which you are registered. You cannot attend an alternative tutorial class as you will not have access to the quiz. The online quiz is a closed book test (no textbook or notes permitted) and will operate under exam conditions.
Please bring your own electronic device in which to complete the quiz online during the class.
The quiz can be completed with a laptop, tablet or a smartphone.
Penalties: No extensions will be granted. Students who do not undertake the quiz during the assigned period will be awarded a mark of zero for the task. The quiz cannot be completed outside of your registered tutorial class for Week 3. If you are absent from your tutorial in Week 3, you will be given a mark of zero for the quiz. Students who have an approved Disruption to Studies application will be granted consideration.
Please refer to the Assessment Guidelines on iLearn for more information
Due: Week 4 Monday 8th Jan at 9am
Weighting: 35%
You are required to collect a portfolio of evidence from the world around you that represents marketing objectives, strategies and tactics. You must seek current information (i.e. 2016, 2017, 2018) and examples from contemporary sources such as newspapers, magazines, websites, journal articles and social media (e.g. consumer blogs, YouTube). You must use at least ONE academic journal article per section, totaling at least 6 different journal articles across the entire portfolio. The journal articles can be from any year.
The evidence you submit must relate to the following six topics:
You must write a 300 word critique for each of the 6 topics given (total 1,800 words). The critique should consider how each piece of evidence you have collected:
For each of the six examples listed above, students need to show how they fit theoretical frameworks or models presented in the textbook. This means that you will specify the exact theory/framework/model that is being applied from the textbook, listing the heading from the book and the page number where the theory/framework/model is found.
Penalties: No extensions will be granted. Students who have an approved Disruption to Studies application will be granted consideration.
Please ensure you submit your soft copy to the correct Turnitin link before 9 am, Monday 8th January in Week 4.
Please see the Assessment Guidelines on iLearn for further information.
Due: Examination period
Weighting: 50%
A final examination is included as an assessment task for this unit to provide assurance that:
A three hour, "closed book" final examination for this unit will be held during the University Examination period. The exam will consist of 4 short essay style questions. You are expected to present yourself for examination at the time and place designated in the University Examination Timetable
Classes
This unit in Semester 3 is taught in intensive mode over 5 weeks. There is a 2 hour lecture from 10am-12pm every Monday, Wednesday and Friday, plus 3, one-hour tutorials held following the lectures on Monday, Wednesday and Friday. The tutorials will commence from Wednesday December 6th, totaling 13 lectures and 12 tutorials over the 5 weeks. The mid-semester break will be from the 21st of December until the 7th of January inclusive. Lecture notes will be available on iLearn one day before the lectures. Please note that they are only a summary of the 2 hour lecture usually in bullet point format. The lecture delivered by the Unit Convenor will also recorded on Echo360.
The timetable for classes can be found on the University web site
at: http://www.timetables.mq.edu.au/ The 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 three, two-hour lectures per week held from 10am-12pm on Mondays, Wednesday and Fridays. There will also be three, one-hour tutorial classes held following the lectures.
Tutorial Sessions
Tutorials/Group sessions in this course are conducted 3 times a week commencing on the Wednesday of Teaching Week 1. Class sizes are limited.
You must enroll in your preferred session electronically. Once you are included in a tutorial, you MUST only attend that tutorial 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 Ed, 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/
• 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.
Summers, J. & Smith, B. 2014. Communication Skills Handbook (4th Ed). John Wiley and Sons, Milton.
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.
Requirements to Pass the Course Satisfactorily
In order to complete this course satisfactorily you must achieve a total mark of at least 50 out of 100.
Unit Schedule
Week/Day |
Lecture Schedule |
Tutorial Schedule and Task |
Week 1, Monday Dec 4th |
Lecture 1: Introduction |
READ: Chapter 1 No Tutorial |
Week 1, Wednesday, Dec 6th |
Lecture 2: Marketing Environment and Market Analysis |
READ: Chapter 2 Tutorial
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Week 1, Friday, Dec 8th |
Lecture 3: Marketing and Society |
READ: • Chapter 1 (Ethics, Corporate Social Responsibility and Sustainable Marketing: pp 15-23) • Chapter 14 Tutorial: Marketing Environment
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Week 2, Monday, Dec 11th |
Lecture 4: Market Research |
READ: Chapter 3 Tutorial: Marketing & Society
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Week 2, Wednesday, Dec 13th |
Lecture 5: Consumer Behaviour |
READ: Chapter 4 Tutorial: Market Research
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Week 2, Friday Dec 15th |
Lecture 6: Segmentation, Targeting and Positioning
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READ: Chapter 6 Tutorial: Consumer Behaviour: Understanding Consumer Behaviour
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Week 3, Monday, Dec 18th |
Lecture 7: Product & Branding |
READ: Chapter 7 Tutorial: Segmentation, Targeting and Position
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Week 3 Wednesday, Dec 20th |
Lecture 8: Price |
Read Chapter 8 MID-TERM ONLINE QUIZ TO BE DONE IN TUTORIALS |
Break |
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Week 4, Monday, 8th Jan |
Lecture 9: Promotion |
Read Chapter 9 Portfolio Due 9am Monday 8th January via Turn-it-in. Tutorial: Tutorial: Product & Branding
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Week 4, Wednesday 10th Jan |
Lecture 10: Place (Distribution) |
Read Chapter 10 Tutorial: Price
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Week 4, Friday, 12th Jan |
Lecture 11: Services Marketing |
Read Chapter 11 Tutorial: Promotion
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Week 5, Monday 15th Jan |
Lecture 12: Marketing Planning, Implementation & Evaluation |
Read Chapter 15 Tutorial: Place & Services Marketing combined
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Week 5, Wednesday 17th Jan |
Lecture 13: Course Recap Revision & Exam Tips |
Tutorial: Exam Prep Revision |
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_2016.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 (in effect until Dec 4th, 2017): http://www.mq.edu.au/policy/docs/disruption_studies/policy.html
Special Consideration Policy (in effect from Dec 4th, 2017): https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policies/special-consideration
In addition, a number of other policies can be found in the Learning and Teaching Category of Policy Central.
Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/support/student_conduct/
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.
Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/
Learning Skills (mq.edu.au/learningskills) provides academic writing resources and study strategies to improve your marks and take control of your study.
Students with a disability are encouraged to contact the Disability Service who can provide appropriate help with any issues that arise during their studies.
For all student enquiries, visit Student Connect at ask.mq.edu.au
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.
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:
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:
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:
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:
The weighting of the Online quiz is now 15 % (prior weighting was 20%) and the weighting of the Portfolio is now 35% (prior weighting was 30%).
Only Harvard Referencing will be permitted for the Marketing Portfolio
The use of 'personal experience' has been removed from list of acceptable sources for the Marketing Portfolio. Students must now also incorporate at least one academic journal article into each of the six sections of the portfolio.
Teaching staff are there to assist you. 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 other specific discussion forums on the iLearn site that you may use to seek assistance from your teachers and the teaching assistant staff of this unit. There are three forums for discussion in which you may post questions. These include:
1. General Administration Discussion
2. Assessment Discussion
3. Tutorial 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.
Email Ettiquette:
Your tutors and lecturers receive a very large number of emails each day. Before sending an email, you must check whether the answer to your inquiry is already contained within the unit guide or the iLearn site for the unit. The vast majority of emails from students to teaching staff relate to information that has already been provided. If you send an email of this type you will not receive a reply.
Conditions of email:
A guide to eLearning 'Netiquette' is available at: https://www.mq.edu.au/iLearn/student_info/netiquette.htm
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.
In addition to the required textbook for this Unit, you should familiarise yourself with the relevant periodical section of the library. We recommend the following:
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: