School of Business and Law | Telephone: 134328 | Calls outside Australia (61 8) 6304 0000 Email [email protected] | Web: www.business.ecu.edu.au School of Business and Law Unit Plan Unit Code: FBL5020 Unit Title: Marketing Leadership Semester: One Year: 2017 Prepared by: Dr Stephen Fanning School of Business and Law FBL5020: Marketing Leadership 1 Unit overview: Marketing Leadership FBL5020 Marketing Leadership is a core unit in a number of post-graduate courses. The objective of the unit is to provide an investigation into the marketing concept and the philosophy that underpins marketing thought. This provides the foundation for an exploration of marketing theory and how marketing practitioners apply the philosophy and theory of marketing to achieve their organisational objectives. The unit presents marketing as the generator of organisational revenue and is therefore considered essential for all business students. Adopting a contemporary approach to markets, the unit acknowledges the importance of the services sector. At the forefront of all discussions are the objectives of marketing practitioners: • Financial objectives: o to increase sales, reduce costs as a percentage of sales, and to build the value of the business. • Strategic objectives: o product leadership, customer intimacy, and operational excellence. • Communication objectives: o to attract, retain, and enhance relationships with internal and external customers. This unit provides business students with an overview of marketing and provides marketing students with the foundation knowledge for a more comprehensive study of marketing. Regardless, of whether this is your first or only marketing unit you will develop a greater appreciation of the critical role of marketing in establishing a competitive advantage. Careers Marketing careers are available in business to business, business to consumer, government to consumer, and the not for financial profit sector. Positions include Marketing Manager, Brand Manager, Product Manager, Sales Manager, Business Development Manager, Customer Relationship Manager, Market Researcher, Advertising and Promotions Manager Unit lecturer Name Room no Contact number/s Email Consultation times Dr Stephen Fanning JO: 2:230 +618 63045698 [email protected] Tuesday by apt. Dr Ashlee Morgan JO: 2:248 +618 63042869 [email protected] Monday by apt. Unit Coordinator Name Room no Contact number/s Email Best contact Dr Stephen Fanning JO: 2:230 +618 63045698 [email protected] Email Class details Day Time Location Lecturer Tutorials Monday 17:30 – 20:30 ML:17:157 Dr Stephen Fanning Embedded within class Thursday 17:30 – 20:30 JO:07:105 Dr Ashlee Morgan Embedded within class SAT 09:00 – 16:00 JO:08:306 Dr Stephen Fanning Intensive mode School of Business and Law FBL5020: Marketing Leadership 2 Resources Each module in this unit is delivered to students via a three-hour ‘workshop’. Students are expected to contribute to in-class discussions. The unit material is delivered to on-campus and off-campus students via Blackboard. The main reference is themarketingconcept [e-book]. There is an accompanying workbook themarketingconcept [workbook]. These are available to students free of charge. The e-book is written in a style to simulate an on-campus class, complete with comments. Off-campus students should complete the workbook exercises to replicate classroom discussions. Additional learning materials [e.g., lecture slides and videos] are available via Blackboard and are rolled out throughout the semester. Further reading Please note, themarketingconcept [e-book] contains a number of selected readings. The selected readings relate to the topic being discussed and provide guidance to students wishing a deeper understanding of a topic. Students [all] are also encouraged to utilise the full facilities of the Edith Cowan Library when studying this unit including the following on-line academic journals: Journal of Marketing; Australasian Marketing Journal; European Journal of Marketing; Journal of Marketing Communications; Journal of Marketing Research; Journal of Marketing Management; Journal of Services Marketing; Journal of Consumer Marketing; Journal of Consumer Behaviour; Marketing: The Magazine for Marketing Professionals Communication When asked a general question by a student the lecturer will communicate the information to all students via e-mail and the announcement page of Blackboard. Therefore, it is the responsibility of every student to review these sites at least twice a week. Academic Integrity The Academic Skills Centre Blackboard site has some useful resources to help you develop your skills in referencing and paraphrasing (and hence avoiding plagiarism). There is also information about how to use Turnitin.Introduction Oral examination All written unit assessments, excluding those completed under supervised conditions, may, at the unit coordinators discretion, be extended to require an oral examination to clarify and support the written submission. The oral examination will normally be held in person with the Unit Coordinator but may be conducted by telephone or other means at the Unit Coordinator’s discretion. The oral examination should be conducted as soon as possible after the assessment but may be deferred if the student is unable to attend and can provide supporting evidence. The oral examination will be able to override the original assessment of the written submission. Failure to attend for an oral examination, if requested, will result in a mark of 0 for the assignment. Expectations of lecturers and students This unit is conducted in accordance with the Student Charter (available at: http://intranet.ecu.edu.au/student/my-studies/rulespolicy/student-charter). Lecturers and students must all be mindful of common courtesies such as timely arrival to class, notification of absence, ensuring mobile phones are switched off, and allowing each person the opportunity to contribute and to gain as much as possible from the unit. Teaching and learning approach Students are expected to adhere to the schedule provided to ensure the unit is completed in a timely manner. Successful completion of this unit requires students to complete individual assessment items, which are assessed for quality academic and professional standards, including written communication (structure, language and conventions), verbal communication, critical analysis (depth of thought, development of argument, logical analysis and insight), depth and breadth of coverage, and the ability to research effectively, using both academic and contemporary sources. School of Business and Law FBL5020: Marketing Leadership 3 Study Schedule This schedule provides a guide of the topics and the dates; public holidays and other factors may impact on actual dates. Date Week Topics Study 27-Feb 1 Welcome. Learning objectives unit structure. Introduction to marketing & marketing definition Up to page 22 6-Mar 2 Evolution of marketing Marketing objectives Up to page 48 13-Mar 3 Marketing theory, understanding the marketing language Up to page 65 20-Mar 4 The buyer decision process Up to page 79 27-Mar 5 The total product concept [product considerations & product layers] Up to page 95 3-April 6 The total product concept [product components] The circle of satisfaction Assessment 1 due by Sunday 9th April 23:59 Up to page 145 10-April Mid semester break 17-April 7 The metaphor of business Marketing application [overview] Up to page161 24-April 8 Positioning: marketing research Positioning: marketing strategy Up to page 186 1-May 9 Positioning: the business-marketing planning process Assessment 2 to be uploaded by Sunday 7th May 23:59 Up to page 192 8-May 10 Communicating: internal marketing Communicating: customer retention Up to page 212 15-May 11 Communication: external marketing Controlling: software for marketing practitioners Up to page 234 22-May 12 Controlling: sales management Controlling: a relational sales approach [should time permit] Up to page 249 29-May 13 Overview of the unit Assessment 3 to be uploaded by Sunday 4th June 23:59 Sections 1, 2, & 3 Completion of weekly readings is essential to gain the most out of your learning experience. You should come to class with an understanding of the topic to be discussed and be prepared to participate in discussions and activities. If you do not complete readings before class, it is recommended that you complete the relevant reading after class as a reflective task. The weekly readings are noted under the Study Schedule in this unit plan. You will need to spend two to three hours per week reading the assigned textbook chapters, as well as additional time spent on researching and writing up assignments School of Business and Law FBL5020: Marketing Leadership 4 Assessment Information Assessment Summary Assessment Date (due) Marks/Weighting Assessment 1 –Online Quiz Completed by Sunday 9th April 23:59 20% Assessment 2 - Essay Uploaded by Sunday 7th May 23:59 35% Assessment 3 – Magazine article Uploaded by Sunday 4th June 23:59 45% Assessment 1: online quiz [20%] Learning objective: To ensure that students read, study, and consider themarketingconcept [e-book] prior to beginning assessments 2 and 3. The online quiz will be discussed in more detail in week 2. Students are required to undertake an online quiz [via ECU Blackboard site]. This quiz will also help prepare students for assessment 2 & 3. The online quiz will cover material in section 1 and 2 of themarketingconcept [e-book]. No further reading is required. The quiz will be multiple choice and/or true or false answer format. They will each have 40 questions (worth 1/2 mark each) students will be allocated 40 minutes to complete the quiz. Availability: The online Quiz will open on 6th of April at 09:00 and close on the 9th April at 23:59 [penalties apply for late submissions]. Sometime between the above dates and times, students must access the Assessment 1 heading on Blackboard. Then enter the Online Quiz. Key points: • The quiz must be completed in one sitting (once you exit you cannot go back in). • Students cannot revisit previous questions [no backtracking]. • The quiz has a 40 minute time limit. If the time expires, your selections will be saved automatically • The quiz will comprise 40 multiple-choice and/ or true or false questions. • Each question is worth 0.5 of a mark. • Note that the quiz questions are randomised. Assessment 2: essay preparation [35%] Learning Objective: An important task when constructing an academic article is conducting a literature review. The objective of this assessment is to ensure that students know how to collect and analyse appropriate information and to organise it for future use. Scenario: You are a business graduate employed as a marketing practitioner in a progressive international organisation. The Chief Marketing Officer has recognised your expertise and requested that you research a topic for a future internal magazine [see assessment 3]. The CMO has suggested that when you research the topic you should focus on academic journals rather than popular media [although a ratio of 6 to 1 would be acceptable]. The CMO will supply you with a Microsoft Excel spread-sheet [via blackboard] to enable the collection and organisation of data [there is a reason for this and it will become apparent as you progress]. Your task is to investigate a topic [see below], to explore relevant references as they emerge. Within the spread-sheet you must record key themes, key words, and establish a hierarchy of importance. Each row within the spread-sheet must be limited to one key theme, therefore, it would be usual for each article to span more than one theme and have multiple rows. Each row should have the article authors’ names to enable sorting of the themes [this will be explained visually]. At all times you must relate/link your literature review to the unit learning. The CMO strongly emphasised the importance of appropriate referencing conventions. You are restricted to two quotes in the internal magazine, therefore, CMO has emphasised that you record your findings in your own words. However, as quotes must have page numbers these need to be recorded during the literature review. When your literature review is completed you will undertake a two-page research proposal. Within the proposal you will: School of Business and Law FBL5020: Marketing Leadership 5 • State the research problem • Outline the key themes within the literature • Express the future significance/contribution of your research • Detail the theory which will be the foundations of your future article The Microsoft Excel spread-sheet with the literature review and the research proposal will be uploaded via blackboard for marking. The topics have been chosen to enable students to study their area of interest: • Franchising [for example fast food] • Experiential consumption [relevant to your area of study] • Film Tourism [how films create awareness, interest, desire, and action to visit a location] • Retailing [this is a wide topic, therefore, it is advisable to select a sub topic ] • Marketing theory on the 20th anniversary of Apple’s Think Different campaign. • Product provenance [how place is embedded within a product] Assessment 3 – magazine article [45%] Learning objectives: The key task is to synthesise your literature review with the unit learning with the objective of demonstrating the breadth and depth of learning. After considering the marker’s comments, discussions with other students, and your learning of section 3; your task is to assess your literature review and your research proposal and to identify and close any gaps in your knowledge. The next step is to construct a business style essay on your research topic. A template will be provided via Blackboard to provide guidance. Scenario: The CMO has outlined a number of points to ensure that the articles comply to corporate guidelines. • The maximum page allowance is 8 pages; this includes end-text references and any embedded images [diagrams] • Normal font style is Arial 11, and single-spaced is preferred, 6 points between paragraphs is recommended • Bold, colour, and/or text boxes may be employed to emphasis key points. • Headings should be Arial 14 • The ttle should be Arial 16 colour may be used for headings and titles. • The document should include a page footer o Including, your name and student number, the page number, and article title [from left to right] As this is a marketing unit, quality and creativity are expected. The internal magazine article should be saved as a PDF document. Marking rubrics will be available and further information will be provided throughout the semester. In the interest of fairness student questions/concerns will be addressed via Blackboard to ensure that all students [on-campus and offcampus] will have equal information. The revised Microsoft spread-sheet and the internal magazine [as a PDF] should be uploaded via Blackboard for marking. Notes: ……………………………………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………………………………… School of Business and Law FBL5020: Marketing Leadership 6 ……………………………………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………………………………… Grade Related Descriptors Grades Depth & Breadth of Coverage Critical Elements Structure, Language & Conventions High Distinction 80%-100% All aspects of the assessment task were addressed and researched in great depth. The assessment shows great depth of thought, excellent development of argument, logical analysis and insight into the subject. All aspects of the assessment conform to a high academic / professional standard. Distinction 70%-79% Most aspects of the assessment task were addressed and researched in great depth. The assessment shows some evidence of analysis supported by logical argument and insight into the subject. Most aspects of the assessment conform to a high academic / professional standard. Credit Pass 60%-69% Most aspects of the assessment task were addressed and researched adequately. The assessment shows evidence of elementary analysis and the development of argument. Most aspects of the assessment conform to an acceptable academic / professional standard. Pass 50%-59% Basic aspects of the assessment task were addressed and researched adequately. The assessment is mainly descriptive, showing basic understanding of the topic. The assessment displays basic academic structure and professional standards. Fail <50% Responses were superficial and /or inadequately addressed the question. The assessment demonstrates limited understanding of the topic. The assessment is not of an academic / professional standard. Generic Skills Program Communication The lecturer will communicate information to students via e-mail and the announcement page of Blackboard. The lecturer will often update all internal and off-campus students via email. For example, if an individual student requests further clarification of an assignment instruction/requirement, then all students may receive the same answer. It is the student’s responsibility to keep up to date. Email protocol All emails should be sent from your student email account; otherwise anti-spam filters may prevent it from being delivered to your lecturer. When using email to communicate with lecturers or tutors, you should always make sure that your message contains the following: 1. A subject that contains the unit code and day/time of class, and the leitmotif of your email. 2. To enable a more efficient and effective communication process, change the default setting on your email program to include all previous messages between you and your lecturer. 3. Address your lecturer appropriately and respectfully by name. 4. State your question or request clearly and concisely. 5. Email must include: your name in full as it appears in SIMO; your student number; whether you are an oncampus or off-campus students and the campus at which you attend classes for the unit in question. While lecturers cannot be available on line all day, in normal circumstance your lecturer will reply within 2 working days. Often it is more efficient to ask the lecturer general questions in-class; this enables understanding to be established. School of Business and Law FBL5020: Marketing Leadership 7 Extensions for submission dates Any student who wishes to defer the submission of an assignment must apply to the lecturer before the due date for an extension of the time within which to submit the assignment. The application must be in writing and must set out the grounds on which extension is sought. [Note: it is your responsibility to take appropriate steps to save and protect your work as you are producing it by taking regular back-ups]. An assignment submitted after the fixed or extended time for submission shall incur a penalty to be calculated as follows: • where the assignment is submitted not more than 5 working days late, the penalty shall, for each working day that it is late, be 5% of the maximum assessment available for the assignment; or • where the assignment is more than 5 working days late, a mark of zero shall be awarded. Learning outcome/s and Graduate Attributes Completing this assignment will help you achieve the following learning outcome/s and ECU Graduate Attributes: • Ability to communicate • Critical appraisal skills • Ability to generate ideas Student Guidance: contact details for learning consultants Campus Room no Contact number Email Mount Lawley ML 13 9307 6590 or 9307 6014 [email protected] Joondalup JO2.133 6304 2511 or 6304 5268 [email protected] Centre for Teaching and Learning Academic Skills Centre The Centre for Teaching and Learning Academic Skills Centre offers a range of services to enable student to study more efficiently and effectively and to better demonstrate their learning in assessments. These services include: • Unit-integrated skills workshops • Academic Skills workshops • Assignment labs • On-line support A timetable outlining further details can be found on the Academic Skills Centre Blackboard Site located under My Communities on Blackboard. This site includes resources to help students to develop skills in paraphrasing and referencing, including information on Turnitin - an online tool that most students employ to identify possible plagiarism issues. Cheating and Plagiarism By submitting your work for marking you are agreeing to the following Edith Cowan University Regulations: Warning: Unfortunately in previous semesters some students in this unit have merely ‘cut & paste’ parts of their work resulting in being reported for academic misconduct. Plagiarism can be defined as the practice of presenting, as one’s own, the ideas or work of another without appropriate acknowledgment. It includes: • two or more students submitting substantially similar assignments • students copying from books, journals or the world wide web • students copying from other students, or staff, with or without their knowledge • recycling of a student’s own material • students submitting work written by another person (ghosting) School of Business and Law FBL5020: Marketing Leadership 8 Turnitin: Avoiding Plagiarism As a part of your learning journey, it is critical that you develop high quality research and writing skills that will add to the repository of knowledge in your chosen field and enhance your employability. Whilst you will be researching previous and current academic and contemporary information sources, you are required to paraphrase, analyse, synthesise and appropriately reference this work in order to provide evidence in your assessments on the subject matter. In order that you appropriately develop these skills, the on-line tool Turnitin will be used in this unit. Turnitin is an on-line tool that assists students in the prevention of plagiarism by comparing a submitted student assignment (i.e. essay, report, brochure, PowerPoint slides etc.) to an extensive database of published articles and papers, as well as to all other student assignments that have been submitted to this site. “Plagiarism refers to a process of presenting other people‘s work as your own without attributing it (i.e., referencing) correctly” (ECU, 2008). Source: Edith Cowan University. (2008). Plagiarism: Academic Tip Sheet. Retrieved from http://www.ecu.edu.au/CLT/tips/docs/plagiarism.pdf Unit and Teaching Evaluation (UTEI) At the end of the semester, all students will be requested to complete the ECU UTEI online survey. This survey will ask questions concerning your level of satisfaction with the unit, your lecturer and your tutor. Your feedback is needed to help us to improve the quality of our courses. We endeavour to use the feedback we receive from the UTEI survey to improve the quality of the unit when it is next run. Towards the end of the semester you will receive an email notification about how to complete the UTEI survey. Please take the time to complete it for us. There are small incentives offered to encourage participation and your feedback is anonymous and confidential.