Unit convenor and teaching staff |
Unit convenor and teaching staff
Unit Convenor / Lecturer
Lay Peng Tan
Contact via iLearn / E-mail
Room 453, Level 4, 4 Eastern Road
Monday, after class or by appointment
Lecturer
Jun Yao
Contact via iLearn / E-mail
Room 653, Level 6, 4 Eastern Road
Thursday 12 to 1pm
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Credit points |
Credit points
4
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Prerequisites |
Prerequisites
Admission to MCom or MBioBus or MIntBus or MIntBusMIntComm or MIntBusMIntRel or MAcc(Prof)MCom
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Corequisites |
Corequisites
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Co-badged status |
Co-badged status
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Unit description |
Unit description
This unit provides 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.
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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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A1 Marketing Plan | 30% | No | As scheduled |
A2 Assessed Coursework | 30% | No | Week 6 & Week-10 |
A3 Final Examination | 40% | No | During the Exam Period |
Due: As scheduled
Weighting: 30%
This is a group assignment which will be assessed on both individual and group performance.
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%) and a Written Marketing Plan (15%).
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
Written Marketing Plan (15%) Due: Week-13 (Specific day and time will be announced in class and via iLearn)
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 special consideration is made and approved.
3. Transference of marks is not permissible across assessment tasks.
Due: Week 6 & Week-10
Weighting: 30%
This individual assessment encourages students to be engaged and active learners. It comprises of two separate tasks (15% each) due in Week-6 (Task 1) and Week-10 (Task 2).
Task 1: Students will complete some discussion questions related to the course contents.
Task 2: Students will participate in the computer-based marketing strategy simulation game and complete a written task. 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.
Details of tasks to be completed including the format, submission details and marking criteria will be available on iLearn.
Please note:
1. No extensions will be granted for either task. 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, or in this case zero mark for the task concerned). This penalty does not apply for cases in which an application for special consideration is submitted and approved.
2. Transference of marks is not permissible across assessment tasks.
Due: During the Exam Period
Weighting: 40%
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 an application for special consideration.
If a Supplementary Examination is granted as a result of approved special consideration, 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
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
SATISFACTORY COMPLETION OF UNIT
TECHNOLOGY USED & REQUIRED
REQUIRED AND RECOMMENDED TEXTS AND/OR MATERIALS
Required Text (This text is available as an e-text)
Marketing, 4th Edition
David Waller, Greg Elliott, Ingo Bentrott, Liz Eades, Sandra Smith, Sharyn Rundle-Thiele
ISBN: 9780730333739
Brisbane: John Wiley & Sons.
http://www.wileydirect.com.au/buy/marketing-4th-edition/
More information will be available via iLearn.
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):
Weekly Schedule will be available on iLearn.
Macquarie University policies and procedures are accessible from Policy Central (https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policy-central). Students should be aware of the following policies in particular with regard to Learning and Teaching:
Undergraduate students seeking more policy resources can visit the Student Policy Gateway (https://students.mq.edu.au/support/study/student-policy-gateway). It is your one-stop-shop for the key policies you need to know about throughout your undergraduate student journey.
If you would like to see all the policies relevant to Learning and Teaching visit Policy Central (https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policy-central).
Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/study/getting-started/student-conduct
Results 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.
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/
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
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.students.mq.edu.au/support/learning_skills/
· Personal assistance with your learning & study related questions
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).
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:
Changes from previous offering include:
Assessment task (A2): A written task (15%) will replace Class Test. A new simulation game by Harvard Business Publishing will be used for Task 2 (15%)
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.
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.