Unit convenor and teaching staff |
Unit convenor and teaching staff
Lecturer, Unit Convenor
Dr Shahin Sharifi
Contact via shahin.sharifi@mq.edu.au
Thursdays 11am - 1pm
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Credit points |
Credit points
3
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Prerequisites |
Prerequisites
MKTG101
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Corequisites |
Corequisites
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Co-badged status |
Co-badged status
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Unit description |
Unit description
In competitive business environments, developing and managing superior value offerings for customers is vital. Managing the marketing offering of a firm is central to market success. To that end, practitioners need to own a set of skills and be able to utilise a mix of tools to target and satisfy their consumers’ needs.
This unit develops students’ knowledge and skills to identify target markets, shape a product mix, deliver value to target markets through a communication mix, identify distribution channels, and formulate a pricing mix. Students develop skills of setting objectives, identifying problems, identifying and evaluating alternatives, and implementing an optimal decision.
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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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Case Analysis Submission | 75% | No | Week 4 to Week 13 |
In-class Activities | 15% | No | Week 2 to Week 13 |
Group Video Submission | 10% | No | Week 8 |
Due: Week 4 to Week 13
Weighting: 75%
Task Description
There are two parts to this task. The first is the Case Summary, the second is the Case Analysis Submission. A “Case Analysis Submission” cannot be made unless the relevant “Summary” has been uploaded prior.
Case discussions are conducted in the workshop that takes place during the seminar. Students are required to participate in case discussions by asking and responding to questions. Students’ case analysis submissions (the second part of the task) are predominantly based on what is learnt from case discussions (not the case per se).
While the case discussions in workshops are recorded, the audio-recording equipment does not guarantee consistently high quality recording. Hence, attending all seminars and workshops is optimal.
Prior to any Case Analysis Submission, students must write a Case Summary for all 10 cases discussed in workshops. These “summaries” will be submitted through the link provided for Case Summaries on iLearn. Please see more details on summary submissions on iLearn including the areas to include (i.e., the rubrics) and the word limit (i.e., 150 words). These Case Summaries must be submitted prior to the seminar appropriate to students’ enrolment (i.e., prior to 9 am or 12 pm on Wednesdays).
Upon completion of a case discussion during the weekly workshops, the lecturer will reveal, via iLearn, a list containing the student IDs (SIDs) of those selected to submit the case analysis submission for that week. In other words, all students will submit a Summary for each case, but only selected students will then submit the “Case Analysis Submission”. Throughout the semester, each student must submit the 5 (five) cases that they are assigned out of the 10 (ten) total cases. The selection process is completely random and SIDs will be released on a weekly basis. Only students selected for the week must complete and submit their case analysis submission via the Turnitin link available on iLearn for each case. If a student misses his/her SID on iLearn for a week, then that specific Case Analysis Submission will eventually receive a zero at the end of the semester and the total number of Case Analysis Submissions for the student will be 4 instead of 5. Please note that if a student submits a Case Analysis Submission while not being selected, the submission will be initially marked; nonetheless, at the end of the semester through matching allocations and students’ submissions, the mark for that unassigned but submitted assignment will be dropped.
Please see more details on case analysis submissions on iLearn including the areas to include. Note also that the Case Analysis Submission must include an exact copy of the Case Summary that was uploaded prior to the seminar. The deadline for case analysis submissions is by 11 pm of the Friday night after the seminar date.
The following penalties are applicable:
*This penalty does not apply for cases with an approved application for Special Consideration. Note: applications for Special Consideration Policy must be made within 5 (five) business days of the due date and time.
Note: the above procedure does not hold for practice cases in Weeks 2 and 3.
Type of Collaboration
Individual
Submission
Please submit via Turnitin on iLearn.
Format
Please refer to the iLearn unit page.
Length
600 words (everything included - no references required)
Inherent Task Requirements
Submission of case summaries every week (4-13) by the due date.
Late Submissions
Late submissions must also be submitted through Turnitin. No extensions will be granted. Late submissions are subject to 10% penalty for every 24 hours up to 72 hours.
This penalty does not apply for cases with an approved application for Special Consideration. Note: applications for Special Consideration Policy must be made within 5 (five) business days of the due date and time.
Satisfactory completion of unitStudents are expected to complete all assessment tasks for this subject. Successful completion of this unit requires the student to achieve at least 50% in total in the assessment tasks offered.
Due: Week 2 to Week 13
Weighting: 15%
Task Description
At the end of every case analysis discussion in workshops, the case conductor will rate students’ performance based on their preparation and their reflection on questions and answers. Please see the rubric for In-class Activates on iLearn. Students must have their name plates in front of them during the duration of the seminars and workshops. Failure to do so will be translated into an absence for the student in the case conductor’s evaluation form.
There are 12 (twelve) cases, so each student will be evaluated on his/her discussions twelve times. At the end of the semester, 2 (two) of the lowest marks will be dropped, and the average of the 10 (ten) remaining ratings will be transformed to an index out of 15, which will appear in gradebook.
Please note, for students to be assessed for this task, they need to be physically present in the seminar and workshops. Please see the rubric for In-class Activities on iLearn.
Note: the above procedure also holds for practice cases in Weeks 2 and 3.
Type of Collaboration
Individual
Submission
None
Format
None
Length
None
Inherent Task Requirements
None
Late Submissions
N/A
Satisfactory completion of unitStudents are expected to complete all assessment tasks for this subject. Successful completion of this unit requires the student to achieve at least 50% in total in the assessment tasks offered.
Due: Week 8
Weighting: 10%
Task Description
This task has three parts—a group video submission, a reflective summary and a peer review submission.
Students will work in groups of 5 members. Each group will collaborate to produce a video reflecting their understanding and perceptions of marketing. The focus of this assignment is on creativity and originality. In up to 5 seconds maximum (depending on the number of members per group: 1 second per member—for example, 3 seconds for a group of 3), students should reflect on their holistic understanding of marketing. As an example, this could be a video capturing a transaction. Please see more details in the rubrics available on iLearn.
Along with the video, each group must submit a summary reflecting their thoughts behind their video. This is where a group must explain the underpinning theories/concepts reflected in their video. Please see more details in the rubrics available on iLearn.
Prior to the week 8 submission, all group members must fill out, sign, and submit a peer evaluation form, without which their video assignment will not be marked. Failure to do so would lead to a group’s assignment being be on hold for two weeks only, after which a zero will be applied to all group members. Based on individuals’ inputs and participation level, an individual mark will be given to each member of the group.
Type of Collaboration
Group
Submission
Please submit via the Video Submission link on iLearn.
Please note all 3 materials (a video file, a reflective summary, and a completed peer evaluation form) must be submitted at once via the Video Submission link on iLearn.
Format
Please refer to the iLearn unit page.
Length
5 seconds for the video (more specifically, n × 1 seconds where n stands for the number of members in a group), and 250 words for the reflective summary (more specifically, m × 50 words where m stands for the number of members in a group).
A video of more than appropriate seconds and/or a reflective summary of more than the appropriate word-limit will incur 50% penalty. A video of more than 7 seconds will lead to a zero for the entire assignment (including the reflective summary). These penalties will be applied to all group members.
Please see more details about critical considerations in the rubrics available on iLearn.
Inherent Task Requirements
None
Late Submissions
Late submissions must also be submitted through the appropriate link on iLearn. No extensions will be granted. Late submissions are subject to 20% penalty for every 24 hours up to 72 hours.
This penalty does not apply for cases with an approved application for Special Consideration. Note: applications for Special Consideration Policy must be made within 5 (five) business days of the due date and time.
Satisfactory completion of unitStudents are expected to complete all assessment tasks for this subject. Successful completion of this unit requires the student to achieve at least 50% in total in the assessment tasks offered.
Seminars and workshops are conducted in the active learning space at Macquarie University (please see timetables for details appropriate to your enrolment time). The lecturer will deliver seminars on core concepts of marketing—these seminars would take one hour per week. Upon completion of seminars, workshops begin. Workshops will be conducted by three facilitators (including the lecturer). Each facilitator will conduct case discussions in groups of 25-30 students. A typical case will take around an hour, after which group discussions begin. In the last hour of the seminar/workshop, all group members must discuss potential solutions/remedies that the firm (in the focal case) could utilise to solve their problem(s) or enhance their performance. Groups have 20 minutes to come up with remedies and discuss their appropriateness. During the last 30 minutes of the workshop, the lecturer will list all remedies suggested by groups and discuss their relevance/appropriateness in line with theories. In short, each week you will have:
Resources include:
Cases: 12 Harvard Business School cases, available on iLearn https://ilearn.mq.edu.au/login/
Textbook: Philip Kotler and Kevin Lane Keller, Marketing Management, 15th Edition, published by Pearson.
Only selected chapters from the textbook will be used. A Pearson custom book version of the textbook, including only the assigned chapters, has been negotiated with publisher. The chapter numbering should be the same. If there are differences, you will be informed in the first weeks.
Technology used and required:
Access to a personal computer is required to complete tasks on iLearn.
Important Notice
Timetable:
Details of teaching times and locations are available at: http://students.mq.edu.au/student_admin/timetables
Weeks |
Topic |
Case |
Reading |
1 |
Introduction to the unit; How to read and analyse a case; Introduction to key marketing concepts |
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2 |
Discussion on key marketing concepts (Cont’d) |
L'Oreal |
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3 |
Discussion on key marketing concepts (Cont’d); Segmentation |
Vanguard |
Chapters 10 & 11 |
4 |
Segmentation (Cont’d) |
Sony |
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5 |
Product |
Bang & Olufsen |
Chapters 12 & 13 |
6 |
Product |
Oasis of the Sea |
Chapter 9 |
7 |
Promotion |
British Airways |
Chapters 17 & 18 |
8 |
Promotion |
US Army |
Chapter 19 |
9 |
Place |
Marks & Spencer |
Chapter 15 |
10 |
Place |
Eco7 |
Chapter 16 |
11 |
Price |
Kingsford |
Chapter 14 |
12 |
Price |
J.C. Penney's |
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13 |
Using the 4Ps |
Cialis |
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Date | Description |
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18/07/2019 | Case studies information updated in unit schedule |