BUS104 INTRODUCTION TO MARKETING T117 FINAL 08-02-2017 PAGE 1 OF 15 *AUSTRALIAN INSTITUTE OF BUSINESS AND MANAGEMENT PTY LTD © ABN: 72 132 629 979 CRICOS 03171A BUS104 INTRODUCTION TO MARKETING T117 All information contained within this Subject Outline applies to all students enrolled in the trimester as indicated. Section 1 General Information 1.1 Administrative Details Associated HE Award(s) Duration Level Subject Coordinator B Bus (Accg); B Bus (Mgt & Finance); Dip Acct; Dip Mgt 1 trimester Level 1 Evi Lanasier [email protected] 1.2 Core / Elective This subject is a core subject for all courses mentioned above. 1.3 Subject Weighting Indicated below is the weighting of this subject and the total course points. Subject Credit Points Total Course Credit Points 4 Dip Accg 32; Dip Mgt 32; BBus(Accg) 96; BBus (Mgt & Finance) 96 1.4 Student Workload Indicated below is the expected student workload per week for this subject. No. timetabled hours/week* No. personal study hours/week** Total workload hours/week*** 4 hours/week 2 hour Lecture + 2 hour Tutorial 6 hours/week 10 hours/week * Total time spent per week at lectures and tutorials ** Total time students are expected to spend per week in studying, completing assignments, etc. *** That is, * + ** = workload hours. 1.5 Mode of Delivery This subject is delivered face-to-face. 1.6 Pre-requisites BUS100 Professional Business Skills 1.7 Other Study and Resource Requirements Students are expected to attend classes with the required textbook (see Section 2.6 below) and to read specific chapters prior to the tutorials. This will allow them to actively take part in discussions. Students will require access to the internet, email and have elementary skills in both word processing and electronic spread sheet software such as MS Word and MS Excel. Computers are available for student use in the Library. You should plan well in advance to utilise these resources. Students are encouraged to make use of the campus library. Resources specific to this subject: There are no specific resources for this subject BUS104 BUS104 INTRODUCTION TO MARKETING T117 FINAL 08-02-2017 PAGE 2 OF 15 *AUSTRALIAN INSTITUTE OF BUSINESS AND MANAGEMENT PTY LTD © ABN: 72 132 629 979 CRICOS 03171A Section 2 – Academic Details 2.1 Overview of the Subject The subject gives an introduction to marketing through consumer behaviour, marketing research, product planning, promotion planning including the use of digital media, distribution planning, product and service pricing. Cultural, ethical, sustainable and social implications for marketing strategies are examined. 2.2 Graduate Attributes for Undergraduate Courses Graduates of the Bachelor of Business (Accounting), and the Bachelor of Business (Management and Finance) courses from King’s Own Institute have demonstrated they have gained the graduate attributes expected from successful completion of a Bachelor’s degree under the Australian Qualifications Framework (2nd edition, January 2013). Graduates at this level will have an advanced body of knowledge in a range of contexts for professional practice or scholarship and as a pathway for further learning. King’s Own Institute’s key generic graduate attributes for a Bachelor’s level degree are summarised below: Across the course, these skills are developed across 3 levels. These are:  Level 1 Foundation – Students learn the basic skills, theories and techniques of the subject and apply them in basic, stand-alone contexts.  Level 2 Intermediate – Students further develop skills, theories and techniques of the subject and apply them in more complex contexts, beginning to integrate the application with other subjects.  Level 3 Advanced – Students have a demonstrated ability to plan, research and apply the skills, theories and techniques of the subject in complex situations, integrating the subject content with a range of other subject disciplines within the context of the course. KOI Bachelor Degree Graduate Attributes Detailed Description Knowledge Coherent, comprehensive knowledge of the major field of study, making interdisciplinary connections and links between theory and practice. Lifelong Learning Think and work independently, open to new challenges and growing in knowledge and skills. Communication Professional communication skills in reading, writing, speaking and listening in diverse modes and contexts. Information Literacy Access, evaluate, manage and use relevant information resources and technology. Problem Solving Skills Apply logical, critical, and creative thinking and professional decision-making to real world problems. Ethical and Cultural Sensitivity Respect and apply ethical practices, cultural sensitivity and social responsibility, personally and professionally. Teamwork Work collaboratively to achieve team objectives across the range of team roles. Professional Skills Apply knowledge and skills to professional practice, demonstrating initiative, judgement and accountability. BUS104 BUS104 INTRODUCTION TO MARKETING T117 FINAL 08-02-2017 PAGE 3 OF 15 *AUSTRALIAN INSTITUTE OF BUSINESS AND MANAGEMENT PTY LTD © ABN: 72 132 629 979 CRICOS 03171A 2.2.1 BUS104 Introduction to Marketing Subject Learning Outcomes This is a Level 1 subject. Listed below, are key foundation knowledge and skills students are expected to attain by successfully completing this subject: Subject Learning Outcomes Contribution to Course Graduate Attributes a) Explain the meaning and relevance of key marketing concepts for organisations b) Identify and evaluate industry issues in relation to marketing c) Evaluate how product, price, promotion and distribution decisions contribute to organisational success. d) Apply marketing concepts and recommend marketing strategies in real world situations. e) Creatively develop adjustments to marketing campaigns based on sustainable, cultural and/or social implications. 2.3 Subject Content and Structure Shown in the table below are details of the subject content and how it is structured, including specific topics covered in lectures and tutorials: 2.3.1 Weekly Planner Week (beginning) Topic covered in each week’s lecture Reading(s) Assessment Due 1 13 Mar Defining Marketing and the Marketing Process Ch 1 Assessment brief and group formation 2 20 Mar The Marketing Environment Ch 2 Case: Walk to school Marketing plan activity 1 & 2 3 27 Mar Marketing research Ch 3 Case: What are the issues faced by people with arthritis? Marketing plan activity 3 4 03 Apr Consumer buyer behaviour Ch 4 Case: Online shopping the new frontier Marketing plan activity 4 Assignment 1 discussion 5 10 Apr Marketing, segmentation, targeting and positioning Ch 6 Case: The death of mass market Marketing plan activity 5 6 17 Apr Social, cultural, sustainability and ethical implication for marketing Ch 14 Case: Are you and “sun sound”? Assignment 1 consultation Consumer behaviour analysis due week 6 Friday 21 April 2017, 11:59pm 24 April 2017 – 30 April 2017 Mid- trimester Break 7 01 May Product and services planning Chs 7 & 11 Case: Harley-Davidson – exclusive product and dealer Case: It’s your funeral Marketing plan activity 6 8 08 May Pricing and distribution strategy Chs 8 & 10 Case: The “true” price of discount airfares Marketing plan activity 7 9 15 May Digital marketing Ch 12 Case: Dumb ways to die Marketing plan activity 8 Assignment 2 discussion Personal branding due week 9 Friday 19 May 2017, 11:59pm BUS104 BUS104 INTRODUCTION TO MARKETING T117 FINAL 08-02-2017 PAGE 4 OF 15 *AUSTRALIAN INSTITUTE OF BUSINESS AND MANAGEMENT PTY LTD © ABN: 72 132 629 979 CRICOS 03171A 10 22 May Promotional planning and strategy Ch 9 Assignment 2 presentation 11 29 May Marketing planning and implementation Ch 15 Assignment 2 presentation 12 05 Jun International marketing Ch 13 Case: Cancer Council – taking on the world Assignment 3 consultation Marketing plan due week 12, Friday 9 June 2017, 11:59pm 13 12 Jun Study Review Week 14 19 - 24 Jun Final Exam Week Please see Exam Timetable for exam date, time and location 15 26 Jun Student Vacation begins Enrolments for T217 open 16 04 Jul Results Released Tuesday 04 Jul Certification of Grades Friday 09 Jun T217 begins 10 Jul 2017 1 10 Jul Week 1 of classes for T217 Friday 07 July – Review of Grade Day for T117 – see Sections 2.4 and 3.5.2 below for more information 2.3.2 Public Holiday Amendments Please note: KOI is closed on all scheduled NSW Public Holidays. T117 has six (6) public holidays (Easter Holidays and the Queen’s Birthday) that occurs during classes this trimester. Classes scheduled for these public holidays (Calendar Class Dates) will be rescheduled as per the table below. All other public holidays fall within the mid-trimester break period. This applies to ALL subjects taught in T117. Please see the table below and adjust your class timing as required. Please make sure you have arrangements in place to attend the rescheduled classes if applicable to your T316 enrolment. Classes will be conducted at the same time and in the same location as your normally scheduled class except these classes will be held on the date shown below. Calendar Class Date Rescheduled Class Date Friday and Saturday 14 - 15 April 2017 (Week 5) Monday 17 April 2017 (Week 6) Friday and Saturday 16 - 17 June 2017 (week 13) Tuesday 13 June 2017 (week 13) (Study Review Week) 2.4 Review of Grade, Deferred Exams & Supplementary Exams/Assessments 2.4.1 Review of Grade There may be instances when you believe that your final grade in a subject does not accurately reflect your performance against the subject criteria. Section 8 of the Assessment and Assessment Appeals Policy (www.koi.edu.au) describes the grounds on which you may apply for a Review of Grade. If this happens and you are unable to resolve it with the Academic staff concerned then you can apply for a formal Review of Grade within the timeframes indicated in Sections 2.4.4 and 3.5 below and the Assessment and Assessment Appeals Policy. Please ensure you read the Review of Grade information before submitting an application. 2.4.2 Review of Grade Day KOI will hold the Review of Grade Day for all subjects studied in T117 on: Friday 07 July 2017 BUS104 BUS104 INTRODUCTION TO MARKETING T117 FINAL 08-02-2017 PAGE 5 OF 15 *AUSTRALIAN INSTITUTE OF BUSINESS AND MANAGEMENT PTY LTD © ABN: 72 132 629 979 CRICOS 03171A Only final exams will be discussed as all other assessments should have been reviewed during the trimester. If you fail one or more subjects and you wish to consider applying for a Review of Grade you MUST attend the Review of Grade Day. You will have the chance to discuss your final exam with your lecturer, and will be advised if you have valid reasons for applying for a Review of Grade (see Section 3.5 below and the Assessment and Assessment Appeals). If you do not attend the Review of Grade Day you are considered to have accepted your results for T117. 2.4.3 Deferred Exams The information in this section applies to both mid-trimester and final exams. If you miss your mid-trimester or final exam there is NO GUARANTEE you will be offered a deferred exam. You must apply within the stated timeframe and satisfy the conditions for approval to be offered a deferred exam (see Section 8.1 of the Assessment and Assessment Appeals Policy and the Application for Assignment Extension or Deferred Exam Forms). You will not normally be granted a deferred exam on the grounds that you mistook the time, date or place of an examination, or that you have made arrangements to be elsewhere at that time; for example, have booked plane tickets. If you:  are not offered a deferred exam, or  are offered a deferred exam, but do not attend you will be awarded 0 marks for the assessment. This may mean it becomes very difficult for you to pass the subject. If you apply for a deferred exam within the required timeframe and satisfy the conditions you will be advised by email to your KOI student email address of the time and date for the deferred exam. Marks awarded for the deferred exam will be the marks awarded for that assessment. 2.4.4 Supplementary Assessments (Exams and Assessments) A supplementary assessment is occasionally offered to students to provide a final opportunity to demonstrate successful achievement of the major learning outcomes of a subject. Supplementary assessments are only offered at the discretion of the Board of Examiners. The offer is determined based on a student’s academic and attendance history. If you are offered a supplementary assessment, you will be advised by email to your KOI student email address of the time and due date for the supplementary assessment – supplementary exams will normally be held at the same time as deferred final exams. You must pass the supplementary assessment to pass the subject. The maximum grade you can achieve in a subject based on a supplementary assessment is a PASS grade. If you:  are offered a supplementary assessment, but fail it;  are offered a supplementary exam, but do not attend; or  are offered a supplementary assessment but do not submit by the due date; you will receive a FAIL grade for the subject. BUS104 BUS104 INTRODUCTION TO MARKETING T117 FINAL 08-02-2017 PAGE 6 OF 15 *AUSTRALIAN INSTITUTE OF BUSINESS AND MANAGEMENT PTY LTD © ABN: 72 132 629 979 CRICOS 03171A 2.5 Teaching Methods/Strategies Briefly described below are the teaching methods/strategies used in this subject:  Face-to-face lectures (2 hours/week) are conducted in seminar style and address the subject content, provide motivation and context and draw on the students’ experience and preparatory reading.  Tutorials (2 hours/week) include class discussion of case studies and research papers, practice sets and problem-solving and syndicate work on group projects. Tutorial participation is an essential component of the subject and contributes to the development of graduate attributes (see section 2.1 and 2.1.1 above). It is intended that specific tutorial material such as case studies, recommended readings, review questions etc. will be made available each week in Moodle.  Online teaching resources include class materials, readings, model answers to assignments and exercises and discussion boards. All online materials for this subject as provided by KOI will be found in the Moodle page for this subject. Students should access Moodle regularly as material may be updated at any time during the trimester  Other contact - academic staff may also contact students either via Moodle messaging, or via email to the email address provided to KOI on enrolment. 2.6 Student Assessment Provided below is a schedule of formal assessment tasks and major examinations for the subject. Assessment Type When assessed Weighting Learning Outcomes Assessed Consumer behaviour analysis (Individual) Week 6 15% a, c, d Personal branding (Individual) Report and presentation Report & Presentation slides Week 9 Presentations Weeks 10 – 11. Report 10% Presentation 5% Total 15% a, c, d, e Marketing plan (Group) Report Week 12 20% a, b, c, d, e Final Examination Week 14 50% a, b, c, d, e 2.6.1 Requirements to Pass the Subject To gain a pass or better in this subject,  Students must gain a minimum of 50% of the total available subject marks. 2.7 Prescribed and Recommended Readings Provided below, in formal reference format, is a list of the prescribed and recommended readings Prescribed Text: Elliott, G., Rundle-Thiele, S., Waller, D., 2014. Marketing. Queensland: John Wiley and Sons, Ltd. Recommended Readings:  Armstrong, A., Kotler, D., 2011. Principles of Marketing. Sydney: Pearson.  Buss, C., 2013. Commentary: Obstacles in Place Marketing – Solutions for Your Target Groups. Public Administration Review, 73(3), pp. 516-517.  Dwyer, L., Pham, T., Forsyth, P., and Spurr, R., 2014. Destination Marketing of Australia Return on Investment. Journal of Travel Research, 53(3), pp. 281-295.  Hastings, G., and Domegan, C., 2013. Social Marketing: From Tunes to Symphonies. London: Routledge.  Lamb, C. W., Hair, J. F., McDaniel, C., Summers, J., and Gardiner, M., 2013. MKTG2: Asia-Pacific Edition. 2nd ed. Australia: Cengage Learning. BUS104 BUS104 INTRODUCTION TO MARKETING T117 FINAL 08-02-2017 PAGE 7 OF 15 *AUSTRALIAN INSTITUTE OF BUSINESS AND MANAGEMENT PTY LTD © ABN: 72 132 629 979 CRICOS 03171A  Lantos, G. P., 2014. Marketing to Millennials. Journal of Consumer Marketing, 31(5), pp. 205-232.  Leonidou, C. N., Katsikeas, C. S., and Morgan, N. A., 2013. Greening the marketing mix: Do firms do it and does it pay off? Journal of the Academy of Marketing Science, 41(2), pp. 151-170.  Naseri, M. B., and Elliott, G., 2013. The diffusion of online shopping in Australia: Comparing the Bass, Logistic and Gomperts growth models. Journal of Marketing Analytics, 1(1), pp. 49-60.  Rix, P., 2010. Marketing – A Practical Approach. Sydney: McGraw Hill.  Schultz, D., Patti, C. H., and Kitchen, P. J., 2013. The Evolution of Integrated Marketing Communications: The Customer-driven Marketplace. London: Routledge.  Solomon, M. R., 2013. Marketing two: real people, real choices. 3rd ed. New South Wales: Pearson.  Smith, J., and Blake, M., 2013. Infant food marketing strategies undermine effective regulation of breast-milk substitutes: trends in print advertising in Australia, 1950-2010. Australian and New Zealand Journal of Public Health, 37(4), pp. 337-344.  Winston, W., and Mintu-Wimsatt, A. T., 2013. Environmental marketing: strategies, practice, theory, and research. London: Routledge. Specific additional readings may be added to Moodle each week. Periodicals Recommendations:  Ad News http://www.adnews.com.au/  Australasian Marketing Journal (AMJ)  B & T http://www.bandt.com.au/home  Business Review Weekly http://www.brw.com.au/  European Journal of Marketing  International Journal of Research in Marketing  Journal of Consumer Marketing  Journal of Marketing Research Useful Websites: The following websites are useful sources covering a range of information useful for this subject. However, most are not considered to be sources of Academic Peer Reviewed information. If your assessments require academic peer reviewed journal articles as sources, you need to access such sources using the Library database, Ebscohost, or Google Scholar. Please ask in the Library if you are unsure how to access Ebscohost.  Australian Food News http://www.ausfoodnews.com.au Provides lots of ‘easy read’ articles focussing on the Australian Food industry – current trends and marketing as it affects the industry and consumers.  Australian Marketing Institute (AMI) www.ami.org.au Provides information about codes of conduct etc. and access to topical articles  Australian Market and Social Research Society (AMSRS) http://www.amsrs.com.au/  Marketing Magazine www.marketingmag.com.au/  Tourism Tasmania Marketing http://www.tourismtasmania.com.au/marketing/national Various links show how Tourism Tasmania has identified target segments and developed marketing campaigns. BUS104 BUS104 INTRODUCTION TO MARKETING T117 FINAL 08-02-2017 PAGE 8 OF 15 *AUSTRALIAN INSTITUTE OF BUSINESS AND MANAGEMENT PTY LTD © ABN: 72 132 629 979 CRICOS 03171A Section 3 - Assessment Details 3.1 Details of each Assessment Item The assessments for this subject are described below. Other assessment information and/or assistance can be found in Moodle including the marking rubric. Marking guides for Assessments follow the assessment descriptions. Students should compare their assessment final drafts against the marking guide before submission. Assessment submission is as per the instructions below. Please retain a photocopy and softcopy of all submitted written assessments. Assessment 1 Assessment Type: Consumer Behaviour Analysis (Individual) Purpose: The aim of this assignment is to identify the buying behaviour of a product and allow students to demonstrate their understanding of how the subject theory applies in real life situations. This contributes to learning Outcomes a, c and d. Value: 15% Due Date: Weeks 9 Soft copy is to be upl;oaded onto Moodle and Turnitin by 11:59pm Friday Week 5, 21 April 2017. Submission: Review Soft copy – upload a Word .doc or .docx to Turnitin Moodle link by deadlines given above. Task Details: Students are required to choose product/services they want to analyse, and interview two respondents who have recently purchased the chosen product/services, to gain in-depth understanding of how the consumers go through each stage of the decision-making process. Please refer to Consumer Decision Making process as explained in Chapter 4. There are two stages of the assignment: 1. Conduct and in-depth interview for two respondents about how they go through each stage of their purchase decision-making process, the following information are to be collected from the interview: a. What was bought (should be the same product for both respondents) b. What type of purchase it was (habitual, limited or extended) and whether it was a low or high involvement decision? c. Purchase decision making process: i. What triggered the problem recognition? ii. Time (cost and benefit) associated with information search and what was involved in the information search. iii. What were their evaluation criteria, which brands were in their consideration sets and how they made their decision? iv. Where and how it was purchased and the environmental triggered happening at this stage of decision making process. v. What happened at the post purchase stage? 2. Report the findings and analyse whether or not there are any differences between the interview results and the literature (theories). Suggested Structure: Part 1: Concise background information on the product/services and the respondents. In this section, provide a brief background about the chosen product/services which include the discussion about the brand, as well as provide the respondents’’ profile (age, gender, educational background and other relevant information). BUS104 BUS104 INTRODUCTION TO MARKETING T117 FINAL 08-02-2017 PAGE 9 OF 15 *AUSTRALIAN INSTITUTE OF BUSINESS AND MANAGEMENT PTY LTD © ABN: 72 132 629 979 CRICOS 03171A Part 2: Analysis on the respondents’ decision making process. In this section, describe the purchase decision making process of the two respondents, following the sequential steps of the process. Please refer to Chapter 4. Part 3: Analysis on the respondents’/ decision making process. In this section, compare the results of the interview as described in part 2 with evidences from the literature by referring to at least four different academic sources, and discuss any differences between the findings and the literature. Part 4: Conclusion and recommendation Presentation: 1500 words – correctly referenced. Students should use logical paragraphing and may use headings to improve communication. Times New Roman 12pt, Calibri 11pt or Arial 10pt, 1.5 lines spacing, Harvard (Anglia) referencing. Marking Guide: The following applies to submissions Part 1: Background (15%) Part 2: Description of Purchase Decision Making Process (20%) Part 3: Discussion and comparison with academic literature (30%) Part 4: Recommendation and Conclusion (10%) Presentation: report format and referencing (15%) Assessment 2 Assessment Type: Personal Branding (Individual) Purpose: The aim of this assignment is to allow the students to develop their personal branding to support them in finding a job/business prospect after graduation. This contributes to learning Outcomes a, c, d and e. Value: 15% (Report 10%, Presentation 5%) Due Date: Weeks 9 Soft copy is to be uploaded onto Moodle and Turnitin by 11:59pm Friday Week 9, 18 May 2017. Submission: Review Soft copy – upload a Word .doc or .docx to Turnitin Moodle link by deadlines given above. Task Details: This assignment will require the students t develop, refine and deploy their “personal brand” through the most appropriate social media channel to support them in finding a job or business prospect after graduation. There are two parts for the assignments: 1. Personal Brand planning & social media profile (15%) a. The students need to think about the job/business they want to pursue after graduation, using at least two job advertisements, investigate the requirements for the job. Please use an Australian job portal for this research (www.seek.com.au or www.careerone.com.au) . b. Conduct personal online presence (google themselves for this), evaluate whetehr or not potential employers/business partners would get the right impression, why or why not? c. The students need to investigate FOUR social networking sites which might be suitable for publishing their profile, choose two of them and give reasons. d. Set up profile on the chosen networking sites as selected in point c above. e. Write a report about the above findings (point a to d). Suggested structure: Part 1: Future job/business project In this section, the students need to describe the job prospect they want to pursue and what the requirements for the jobs are. BUS104 BUS104 INTRODUCTION TO MARKETING T117 FINAL 08-02-2017 PAGE 10 OF 15 *AUSTRALIAN INSTITUTE OF BUSINESS AND MANAGEMENT PTY LTD © ABN: 72 132 629 979 CRICOS 03171A Part 2: Self-Analysis In this section, the students need to describe their findings of their online presence, and discuss whether or not their current profile fits would impress the future employers. Present two SWOT analyses and discuss what personal brand they want to develop in order to attract potential employers. Part 3: Social Networking Profile In this section, the students need to describe and discuss their profile in the two social media networking sites of their choices. Explain why the two sites are chosen and how the profile are appropriately presented (coherent) and how they are able to provide clear image and positioning of the personal brand they are trying to develop. Please provide the screenshots of their profile. Part 4: Conclusion Presentation: 1500 words – correctly referenced. Students should use logical paragraphing and may use headings to improve communication. Times New Roman 12pt, Calibri 11pt or Arial 10pt, 1.5 lines spacing, Harvard (Anglia) referencing. Marking Guide: The following applies to submissions Part 1: Describe of future job business prospect (15%) Part 2: Self-Analysis (20%) Part 3: Social networking profile (30%) Part 4: Recommendation and Conclusion (10%) Presentation: report format and referencing (15%) 2. Presentation on personal branding (5%) Presentations should be a “sales pitch” covering the main elements of your personal branding as in point 1 above. All students must participate in the presentation. While it is not expected that you will “dress” for the presentation, students should make an effort to look clean and tidy at least. You will need to present your personal branding plan to the class in a presentation lasting NO LONGER THAN 10 minutes. Presentations exceeding 10 minutes will be asked to stop. It is strongly recommended that the students prepare their presentations well in advance of the presentation date, and make some effort to practice their presentation. This will improve the presentation overall. The students should use any visual aids to “SELL” their ideas to class. More involving (better) presentations use more than just a set of power-point slides. For the presentation, students will be graded on the following: Preparation 20% Presentation style 20% Visual aids 30% Content 10% Continuity flow 10% Questions 10% Please note students who are unable to present will be given 0 marks for that week for both the review and the presentation – there are no make-up sessions available (see marking for more information). Assessment 3 Assessment Type: Marketing Plan (Group) As learning Outcomes d and e stipulate teamwork, this assessment MUST be done in groups of 2-4 students per group as advised by your tutor. Students are not permitted to refuse being part of a group. Group report (3000+10% words) Purpose: The aim of this group project is to encourage you to confront the reality that marketing practice is in a large part A GROUP ACTIVITY. It encourages you to recognise that your effectiveness as a marketing professional is largely dependent BUS104 BUS104 INTRODUCTION TO MARKETING T117 FINAL 08-02-2017 PAGE 11 OF 15 *AUSTRALIAN INSTITUTE OF BUSINESS AND MANAGEMENT PTY LTD © ABN: 72 132 629 979 CRICOS 03171A on your ability to function and contribute as part of a team. This assessment contributes specifically to learning Outcomes a, b, c, d and e. Value: Report 20% Due Date: Report – Soft Copy – ONLY ONE COPY PER GROUP – to be uploaded to the Turnitin link in Moodle by 11:59pm Friday of week 12. Submission: Report – 1 MEMBER PER GROUP is to upload the report to Moodle and Turnitin – electronic copy of a Word .doc or .docx Topic: Marketing Plan for a company – You have to nominate a company (the client) for this plan, tutor needs to approve the company before you can proceed to the next stage. Task Details: Groups will need to develop a Marketing Plan for the next 12 months. Research Requirements: Groups need to base their marketing plan proposals on appropriate theory and other relevant current market information where possible. Groups should support their plan with the text and a minimum of FOUR (4) other academically relevant and acceptable sources. These may include academic journal articles, research reports, industry analyses, etc. but groups need to be aware of the validity of sources e.g. unsupported newspaper article may not be considered valid. Presentation Group Report: For the report, the word count for this assignment should be about 2,000 words (+/-10%), excluding the cover sheet, contents page, references, appendices, and illustrations (e.g. diagrams, graphs and tables). Please stay within the assigned word limits, and indicate the word count on the cover page of the assignment. Assignments shorter than the minimum word count will be awarded a fail grade. 1. Your report should be typed single spaced, using Times New Roman font size of either 10pt or 12pt. 2. Every page should be clearly numbered. 3. Your assignment should include the following parts: a. A cover page, which indicates basic information such as title, module code, intake and semester, full names of all team members (as registered in the course), word count and name of tutor. b. Contents page c. Body (main contents using appropriate headings and sub0headings). d. Appendices (if any) e. References 4. Before submitting report: a. Ensure you have references and cited all ideas, words or other intellectual property from other sources used in the completion of your assignment. b. Develop a proper reference list, which includes acknowledgement of all sources used to complete your assignment. References must use the Harvard Style. Please retain a photocopy or softcopy of your assignment Marking Guide: Please note penalties will be applied for late submissions, similar content (collaboration between groups) and plagiarism – see Section 3.3 and 3.4 for details. BUS104 BUS104 INTRODUCTION TO MARKETING T117 FINAL 08-02-2017 PAGE 12 OF 15 *AUSTRALIAN INSTITUTE OF BUSINESS AND MANAGEMENT PTY LTD © ABN: 72 132 629 979 CRICOS 03171A For the written report, students will be graded on the following: Introduction 10% Marketing/Inductry Analysis 10% Competititve Analysis 10% Customer Analysis 10% Brand Analysis 10% Objective and Goals 5% Marketing Mix Analysis 20% Conclusion 5% Presentation 10% Research Report 10% Total mark will be converted to a mark out of 20. Full marking rubrics follow on separate documents, based on all assessment criteria. Assessment 4 Assessment Type: Final exam – individual assessment – closed book exam Purpose: The purpose of the final examination is to test your understanding of course concepts and your ability to apply these concepts. Theexamination may cover materials used in tutorials, class discussions and/or from the readings. This assessment contributes specifically to learning Outcomes a, b, c, d and e. Value: 50% Due Date: The final exam will be held in the official KOI exam period in Week 14. The specific date and time will be posted towards the end of trimester. Topic: The examination may cover materials used in tutorials, class discussions and/or from the readings. Task Details: More details about the final exam format will be provided during the trimester BUS104 BUS104 INTRODUCTION TO MARKETING T117 FINAL 08-02-2017 PAGE 13 OF 15 *AUSTRALIAN INSTITUTE OF BUSINESS AND MANAGEMENT PTY LTD © ABN: 72 132 629 979 CRICOS 03171A 3.2 Late Penalties & Extensions An important part of business life and key to achieving KOI’s graduate outcome of Professional Skills is the ability to manage workloads and meet deadlines. Consequently, any assessment items such as in-class quizzes and assignments missed or submitted after the due date/time will attract a penalty (see below). Students who miss mid-trimester tests and final exams without a valid and accepted reason (see below) may not be granted a deferred exam and will be awarded 0 marks for assessment item. These penalties are designed to encourage students to develop good time management practices, and create equity for all students. Any penalties applied will only be up to the maximum marks available for the specific piece of assessment attracting the penalty. Late penalties, granting of extensions and deferred exams are based on the following: o In Class Tests (excluding Mid-Trimester Tests) o No extensions permitted or granted – a make-up test may only be permitted under very special circumstances where acceptable supporting evidence is provided. The procedures and timing to apply for a make-up test (only if available) are as shown in Section 3.2.1 Applying for an Extension (below). o Missing a class test will result in 0 marks for that assessment element unless the above applies. o Written Assessments o - 5% of the total available marks per calendar day unless an extension is approved (see Section 3.2.1 below) o Presentations o No extensions permitted or granted – no presentation = 0 marks. The rules for make-up presentations are the same as for missing in-class tests (described above). o Mid-Trimester Tests and Final Exams o If students are unable to attend mid-trimester tests or final exams due to illness or some other event (acceptable to KOI), they must: 1. Advise KOI in writing (email: [email protected]) as soon as possible, but no later than three (3) working days after the exam date, that they will be / were absent and the reasons. They will be advised in writing (return email) as to whether the circumstances are acceptable. 2. Complete the appropriate Application for Extension or Deferred Exam Form available from the Student Information Centre in Moodle, on the KOI Website (Policies and Forms) and the Reception Desk (Market St), as soon as possible and email with attachments to [email protected]. 3. Provide acceptable documentary evidence in the form of a satisfactorily detailed medical certificate, police report or some other evidence that will be accepted by KOI. 4. Agree to attend the deferred exam as set by KOI. Please note: there will only be one deferred exam offered.  Marks awarded for the deferred exam will be the marks awarded for that assessment.  If you miss the deferred exam you will be awarded 0 marks for the assessment. This may mean you are unable to complete (pass) the subject. 3.2.1 Applying for an Extension If students are unable to submit or attend an assessment when due, and extensions are possible, they must apply by completing the appropriate Application for Extension form available from the Student Information Centre in Moodle, the KOI Website (Policies and Forms) and the Reception Desk (Market St), as soon as possible but no later than three (3) working days of the assessment due date. The completed form must be emailed with supporting documentation to [email protected]. Students and lecturers / tutors will be advised of the outcome of the extension request as soon as practicable. Appropriate documentary evidence to support the request for an extension must be supplied. Please remember there is no guarantee of an extension being granted, and poor organisation is not a satisfactory reason to be granted an extension. BUS104 BUS104 INTRODUCTION TO MARKETING T117 FINAL 08-02-2017 PAGE 14 OF 15 *AUSTRALIAN INSTITUTE OF BUSINESS AND MANAGEMENT PTY LTD © ABN: 72 132 629 979 CRICOS 03171A 3.3 Plagiarism and Referencing Please remember that all sources used in assessment tasks MUST be suitably referenced. Failure to acknowledge sources is plagiarism, and as such is a very serious academic issue. Students plagiarising run the risk of severe penalties ranging from a reduction through to 0 marks for a first offence for a single assessment task, to exclusion from KOI in the most serious repeat cases. Exclusion has serious visa implications. The easiest way to avoid plagiarising is to reference all sources. Harvard referencing is the required method – in-text referencing using Author’s Surname (family name) and year of publication. While there are many versions of Harvard referencing, KOI prefers the Anglia version of Harvard referencing. A Referencing Guide, “Harvard Referencing”, and a Referencing Tutorial can be found in the right hand menu strip in Moodle on all subject pages. An effective way to reference correctly is to use Microsoft Word’s referencing function (please note that other versions and programs are likely to be different). To use the referencing function, click on the References Tab in the menu ribbon – students should choose Harvard – Anglia 2008 as the style. A guide to this method can be found in Moodle. Authorship is also an issue under Plagiarism – KOI expects students to submit their own original work in both assessment and exams. All students agree to a statement of authorship when submitting assessments online via Moodle, stating that the work submitted is their own original work. Authorship becomes as issue under the following circumstances:  Handing in work created by someone else, whether copied from another student, written by someone else, or from any published or electronic source, is fraud, and falls under the general Plagiarism guidelines.  Copying / cheating in tests and exams also fall under these guidelines. Such incidents will be treated just as seriously as other forms of plagiarism.  Students who willingly allow another student to copy their work in any assessment situation may be considered to collude to the copying/cheating, and similar penalties may be applied. Further information can be found on the KOI website. 3.4 Reasonable Adjustment The Commonwealth Disability Discrimination Act (1992) makes it unlawful to treat people with a disability less fairly than people without a disability. In the context of this subject, the principle of Reasonable Adjustment is applied to ensure that participants with a disability have equitable access to all aspects of the learning situation. For assessment, this means that artificial barriers to their demonstrating competence are removed. Examples of reasonable adjustment in assessment may include:  provision of an oral assessment, rather than a written assessment  provision of extra time  use of adaptive technology. The focus of the adjusted assessment should be on enabling the participants to demonstrate that they have achieved the subject purpose, rather than on the method used. 3.5 Appeals Process Full details of the KOI Assessment and Assessment Appeals Policy may be obtained in hard copy from the Library, and on the KOI website www.koi.edu.au under Policies and Forms. 3.5.1 Assessments and Mid-Trimester Exams Where students are not satisfied with the results of an assessment, including mid-trimester exams, they have the right to appeal. The process is as follows: BUS104 BUS104 INTRODUCTION TO MARKETING T117 FINAL 08-02-2017 PAGE 15 OF 15 *AUSTRALIAN INSTITUTE OF BUSINESS AND MANAGEMENT PTY LTD © ABN: 72 132 629 979 CRICOS 03171A 1. Discuss the assessment with their tutor or lecturer – students should identify where they feel more marks should have been awarded – students should provide valid reasons based on the marking guide provided for the assessment. Reasons such as “I worked really hard” are not considered valid. 2. If still not satisfied, students should complete an Application for Review of Assessment Marks form, detailing the reason for review. This form can be found on the KOI website and is also available at KOI Reception (Market St). 3. Application for Review of Assessment Marks forms must be submitted as explained on the form within ten (10) working days of the return of the marked assessment, or within five (5) working days after the return of the assessment if the assessment is returned after the end of the trimester. 3.5.2 Review of Grade – whole of subject and final exams Where students are not satisfied with the results of the whole subject or with their final exam results, they have the right to request a Review of Grade – see the Assessment and Assessment Appeals Policy for more information. An Application for Review of Grade form (available from the KOI Website under Policies and Forms and from KOI Reception, Market St) should be completed clearly explaining the grounds for the application. The completed application should be submitted as explained on the form, with supporting evidence attached, to the Academic Manager.