Edith Cowan University School of Business and Law Semester 1 2017 Unit Plan 1 Marketing principles & practices [MKT1600] Unit Plan Semester 1, 2017 Lecturer and Unit Coordinator Name Room no. Phone no. Email Consultation times Dr Stephen Fanning JO:2:230 63045698 [email protected] Tuesday by apt. Lectures and location Day Time Room No. Tuesday 10:30 am - 1:30 pm Joondalup: 21:202 Wednesday 2:30 pm - 5:30 pm Joondalup: 21:202 Thursday [tutorial] 6:00pm – 7:00pm Online Additional services for students 1: Optional on-line tutorials Optional on-line tutorials are available. The objective is to give off-campus students a chance to ask Dr Stephen Fanning any questions regarding the unit or assessments. The tutorials are primarily for offcampus students, however, on-campus students may also join in. The online tutorials run each Thursday evening at 6:00pm for up to 1 hour; a link will be sent via your student email account on the day and you simply click on the link, type your first name and participate. No additional software is needed. There are videos of the classes on Blackboard, however, Stephen Fanning would like to stress that the best use of time for on-campus and off-campus students is themarketingconcept [e-book] and [workbook]. Edith Cowan University School of Business and Law Semester 1 2017 Unit Plan 2 Marketing principles & practices [MKT1600] 2: Student Guidance 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. Contact details for learning consultants Campus Room no Contact numbers Email Mount Lawley ML 13 9307 6590 9307 6014 [email protected] Joondalup JO2.133 6304 2511 6304 5268 [email protected] Introduction to marketing principles and practices The marketing concept is based on the premise that, organisations that best satisfy the needs of their customers are best placed to satisfy their own needs. Organisations that adopt the marketing concept then tailor a marketing philosophy to suit the situational factors they encounter. Situational factors include the customer, the organization, the market, and the product [COMP]. It is generally recognised that a marketing philosophy is the most common business philosophy in modern economies. 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. The starting point is an understanding of customer value and an understanding of the dynamics of a marketplace. This understanding aids market segment selection, the crafting of a compelling product value proposition and a competitive advantage in the marketplace. This unit recognises that a sustainable competitive advantage is only possible through the building of long-term profitable exchange relationships with internal and external customers, channel partners and society. For some students this unit is the first step in a marketing major and then a marketing career. The marketing major provides the skills and knowledge required for a career in customer, product, brand, and revenue management. The focus of marketing is to create value for an organisation, their customers, their partners, and society at large. Edith Cowan University School of Business and Law Semester 1 2017 Unit Plan 3 Marketing principles & practices [MKT1600] Marketers research the needs of customers, bring products to market, manage channel partners, and manage customer satisfaction and loyalty. The marketing major equips students with the skills, theory, and practical experience to audit a market, identify opportunities, and create, implement and manage a marketing plan. The major explores marketing at a local, national, and international level. For other students this unit will provide an interesting snapshot of what marketing is and how the marketing concept and a marketing philosophy can assist an organisation. Therefore, this unit provides business students with an overview of marketing and 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 all become more savvy shoppers. Marketing careers Marketing careers are available in business to business [B2B], business to consumer [B2C], government to consumer [G2C], and the not for financial profit sector. Marketing positions include: sales representative, communications coordinator, marketing coordinator, digital media officer; and then with practical experience branch manager, sales manager, brand or product manager, communications manager, corporate affairs manager, international marketing practitioner; and then with experience and satisfactory performance sales director, chief marketing officer, and other senior management positions. Learning objectives This unit has been designed and developed around a number of learning objectives. The learning objectives are important as they provide the basis of how students will be assessed. On successful completion of this unit students should be able to: • Discuss the marketing concept and a marketing philosophy • Demonstrate an understanding of marketing theory: o The buyer decision process; the total product concept; the circle of satisfaction • Outline the steps to achieve the 3 marketing financial objectives: o Increase revenue; reduce costs [as a % of sales]; build the value of the business • Outline the steps to achieve the 3 marketing strategic objectives: o Product leadership, customer intimacy, operational excellence • Outline the steps to achieve the 3 marketing communication objectives: o Attracting customers, retaining customers; enhancing customer relationships • Develop awareness of the business-marketing planning process. Overall unit objective The overall objective of this unit is to provide the foundations for a successful international business career. Teaching and learning approach 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. Edith Cowan University School of Business and Law Semester 1 2017 Unit Plan 4 Marketing principles & practices [MKT1600] The primary source of reference for MKT1600 is themarketingconcept [e-book]. The e-book is written in a style to simulate an on-campus class. There is also themarketingconcept [workbook], which has the tasks that of-campus students should undertake [many on-campus students print it for in-class note taking]. Off-campus students should complete the e-book activities to replicate classroom discussions. Additional learning materials [e.g., lecture slides and videos] are also available via Blackboard. Communication The lecturer will communicate information to 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. 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 Assessments: Important dates and times Assessment Details Marks Assessment 1 [a] Online Quiz [part a] Opens 16/3/2017 at 09:00 Closes 19/3/2017 at 23:59pm* 20% Assessment 2 Mid-semester case study Opens 14/4/2017 for submissions Closes 17/4/2017 at 23:59pm* 30% Assessment 1 [b] Online Quiz [part b] Opens 4/5/2017 at 09:00 Closes 7/5/2017 at 23:59pm* 20% Assessment 3 End of semester case study Opens 1/6/2017 at 09:00 Closes 4/6/2017 at 23:59:59* 30% * Students may submit late assessments, however, penalties apply as per university policy Assessment 1 – Online Quiz [part a] [worth 20%] Administered: Via Blackboard > assessment folder > assessment 1 > online quiz [part a] Learning Objective: To ensure students have the foundation knowledge of section 1. Sometime between the opening time and one hour before the closing time [listed above] students must access and complete the online quiz [part a]. Edith Cowan University School of Business and Law Semester 1 2017 Unit Plan 5 Marketing principles & practices [MKT1600] The first online quiz will cover section 1 of themarketingconcept [e-book]. The quiz format will be in a multiple choice and/or true or false answers. It will have 20 questions (worth 1 mark each). Students will be allocated 25 minutes to complete the online quiz [part a]. Please note that the quiz questions are randomised, therefore you cannot repeat or revisit a question. Assessment 1 – Online Quiz [part b] [worth 20%] Administered: Via Blackboard > assessment folder > assessment 1 > online quiz [part b] Learning Objective: To ensure students have the theoretical knowledge of section 2. Sometime between the opening time and one hour before the closing time [listed above] students must access and complete the online quiz [part b]. The second online quiz will cover section 1 & 2 of themarketingconcept [e-book]; however, it will mainly focus on section 2. The quiz format will be multiple choice and/or true or false answers. It will have 40 questions (worth 0.5 of a mark each). Students will be allocated 40 minutes to complete the online quiz [part b]. Please note that the quiz questions are randomised, therefore you cannot repeat or revisit a question. Assessment 2 - Mid-semester case study [worth 30%] Word count: 2,000 – 2,500 words Administered: Via Blackboard > assessment folder >assessment 2 > MSCS > upload assessment Save assessment as: A+ your student number [e.g., A2100100100] to avoid duplication of file names The lecturer’s objectives for this assessment: The mid-semester case study is designed to enable students to apply and demonstrate their knowledge of the unit material up to and including the buyer decision process. The assessment requires you to consider a fictional consumer and to document the consumer journey of the fictional consumer through the 3 time zones of the buyer decision process. The fictional character gives you the freedom to demonstrate your knowledge of a number of concepts. It is suggested that a product with high customer involvement is chosen, as a product with low customer involvement is unlikely to enable you to fully showcase your learning. This is not a buying story. It is a demonstration of your learning, what this means is that students should focus on the unit material; the fictional consumer and the selected example are a vehicle [a means] to demonstrate learning of the unit material. It is recommended that 20% of your word count will describe the story and 80% of your word count will be devoted to demonstrating your learning of theory. It is recommended that all marketing concepts are defined in the student’s own words. In this assessment, there is a total ban on quotations, even if they are appropriately referenced. Students may elect to include a diagram or diagrams within their assessment. There are two caveats 1] the student must have created the diagram, and, 2] it should only be included if it enhances the reader’s understanding of the marketing concepts. There is no need to in-text reference themarketingconcept e-book – that would be tedious for a reader; however, all other sources should be appropriately referenced [as per the ECU reference guide]. WARNING: It is your responsibility to save and protect your work with regular back-ups. Edith Cowan University School of Business and Law Semester 1 2017 Unit Plan 6 Marketing principles & practices [MKT1600] Students should be aware that assessment 2 and 3 are related. It would be prudent to read assessment 3 prior to starting assessment 2. Assessment 3 - End of semester case study: Academic poster [worth 30%] Word count: not relevant Administered: Via Blackboard > assessment folder >assessment 3 > ESCS > upload assessment The page size: is A2 [42cm X 59.4cm]. This is important as the page set up needs to be done at the beginning of the assessment. The orientation of your poster may by portrait or landscape. Save assessment as: A3+ your student number [e.g., A3100100100] to avoid duplication of file names. The lecturer’s objectives for this assessment: Gain an understanding of themarketingconcept [e-book] and unit materials in section 1 and 2. Synthesise theories and concepts and develop a holistic understanding of marketing. Develop desktop publishing skills. Contribute to the collective learning of the class. Be able to overcome the challenges of the assessment. Meet assessment deadlines. Have a document that adds to your portfolio. Assessment task: Students are required to produce a visual representation of their learning [themarketingconcept [e-book] sections 1 and 2]. Visual representations of marketing topics are a common feature of academic marketing conferences [e.g., Australian New Zealand Marketing Academic Conference - ANZMAC]. Visual representations are also referred to as ‘academic conference posters’ or as ‘academic posters’. Academic posters are generally presented at a conference when a study is in progress. Academic posters have a number of benefits. Creating an academic poster is a learning process. The learning happens as the creator of the academic poster makes sense of a topic and develops a visual representation of their understanding - judgements have to be made. This process clarifies thinking, assists memory and improves communication. There is an extra benefit; people viewing an academic poster are able to comprehend a lot of information quickly. At academic conferences there is generally the opportunity to discuss the academic posters with the creators; this encounter creates learning for the creator [as they explain their findings to different viewers] and for the viewer [who is introduced to a new perspective] - we will provide this opportunity in week 13. Students should demonstrate their knowledge of section 1 & 2.This would include the marketing concept [i.e., the giga concept of marketing] and the 3 mega-concepts [the buyer decision process, the total product concept, and the circle of satisfaction]. However, students should ensure that all three time-zones of the buyer are reflected in the poster. To do this, students should select a product and outline the consumers’ journey through the buyer decision process. Products with higher customer involvement are recommended as they provide greater depth. It is not essential that you choose a product that you have purchased. Students may re-enlist their fictional consumer from the mid-semester case study, as a ‘typical consumer’ for this product. The poster may be a B2B or B2C product. Students may select a product of personal interest [for example if you are a musician you may choose the purchase of a guitar]. Importantly, the primary objective is to demonstrate knowledge of the unit material not knowledge of a product reply the 20% and 80% rule. Although the poster may ‘tell a story’ it is essential that posters Edith Cowan University School of Business and Law Semester 1 2017 Unit Plan 7 Marketing principles & practices [MKT1600] demonstrate the student’s learning of the unit. Therefore, do not undertake an Internet search for material and neglect the unit material. Closer to the due date, examples of past posters [of various grades] will be shown in class and during the online tutorial for off-campus students. An academic poster is a combination of images and text. Desktop publishing software may be used, however, students have achieved ‘top of class’ results with Microsoft PowerPoint. PowerPoint is a good choice for students who are unfamiliar with other software packages. PowerPoint also has a ‘reduce file size’ function that will facilitate easier uploading. History suggests that Microsoft Word and Apple Pages should be avoided for this assessment, as they are unstable when uploading and are therefore time consuming. Posters will be marked on evidence of the learning; however, as this is a marketing unit, marks will also be awarded for presentation [formatting] and creativity. WARNING: This is not a ‘Point of Purchase’ poster to promote/advertise a product. WARNING: Posters constructed of multiple materials and/or multiple sheets of paper cannot be uploaded. WARNING: Topics such as mobile phones, tablet computers, & laptops should be avoided. HINT: Posters should be to a high ‘academic’ standard. HINT: A marking key will be available on Blackboard. HINT: The circle of satisfaction should not be ignored. HINT: A poster that is primarily text is unlikely to be a visual representation of learning. HINT: Students may include tables to communicate information. HINT: Students will be rewarded when they include their own images [photographs, diagrams etc.]. HINT: Students are advised not to copy and paste images from the Internet [they seldom print well], HINT: Students should devote some time each week to this task HINT: Allow a minimum of 3 working days for printing the poster Submitting assessment 3: On campus students will print a copy of their academic poster, then display and discuss their work during the week 13 classes. Printing is available at a number of stores [e.g., Officeworks]. On-campus students will then upload a PDF copy [only PDF copies will be accepted] to Blackboard no later than 4/6/2017 at 23:59:59. Off-campus students will have the opportunity to ‘share’ their poster and discuss their work with other offcampus students during the week 12 online tutorial [details to follow]. Off-campus students will then upload a PDF copy [only PDF copies will be accepted] to Blackboard no later than 4/6/2017 at 23:59:59. Learning outcome/s and Graduate Attributes Completing the assessments in this unit will help you achieve the course learning outcomes and the following ECU Graduate Attributes: • Ability to communicate • Critical appraisal skills • Ability to generate ideas Edith Cowan University School of Business and Law Semester 1 2017 Unit Plan 8 Marketing principles & practices [MKT1600] Grade descriptors The following should be employed when students reflect on their marks and comments. Grades Depth & Breadth of Coverage Critical Elements Structure, Language, & Conventions High Distinction 80%-100% All aspects of the questions were addressed and researched in great depth. The work shows great depth of thought, excellent development of argument, logical analysis and insight into the subject. All aspects of the work conform to a high academic / professional standard. Distinction 70%-79% Most aspects of the question/topic were addressed and researched in great depth. The work shows some evidence of analysis supported by logical argument and insight into the subject. Most aspects of the work conform to a high academic / professional standard. Credit Pass 60%-69% Most aspects of the question/topic were addressed and researched adequately. The work shows evidence of elementary analysis and the development of argument. Most aspects of the work conform to an acceptable academic / professional standard. Pass 50%-59% Basic aspects of the question/topic were addressed and researched adequately. The work is mainly descriptive, showing basic understanding of the topic. The work displays basic academic structure and professional standards. Fail <50% Responses were superficial and /or inadequately addressed the question. The work demonstrates limited understanding of the topic. The work is not of an academic / professional standard. Communicating assessment information to students The lecturer will employ e-mail and the announcement page of Blackboard to communicate important information or updates to students. For example, if an individual student requests clarification of an assessment instruction/requirement, then all students will receive the same answer. It is the student’s responsibility to keep up to date. Extensions to submit assessments Any student who wishes to defer the submission of an assessment must apply to the lecturer before the due date for an extension of the time within which to submit the assessment. 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 assessment submitted after the fixed or extended time for submission shall incur a penalty to be calculated as follows: • Where the assessment 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 assessment; or Where the assessment is more than 5 working days late, a mark of zero shall be awarded. Edith Cowan University School of Business and Law Semester 1 2017 Unit Plan 9 Marketing principles & practices [MKT1600] Further information may be required 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 assessment. 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 on-campus 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. 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/rules-policy/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. Unit and Teaching Evaluation Instrument (UTEI) At the end of each semester, all students are invited to complete the ECU UTEI online survey. Please take the time to complete the survey; your feedback is anonymous and confidential. The survey has requests a quantitative measure of student satisfaction and requests qualitative of what you regard as worth retaining and worth improving. Your feedback is an important part of the continuous improvement process at Edith Cowan University. Edith Cowan University School of Business and Law Semester 1 2017 Unit Plan 10 Marketing principles & practices [MKT1600] Study Schedule This is a guide of the topics and the dates; public holidays and other factors will impact on actual dates. Date Week Topics Study up to page 27/2/2017 1 Welcome. Learning objectives unit structure. Introduction to marketing & marketing definition Page 26 6/3/2017 2 Evolution of marketing [a societal perspective] Page 32 13/3/2017 3 Evolution of marketing [a theoretical perspective] Marketing objectives Online Quiz [part a] opens 16/3/2017 Page 48 20/3/2017 4 Marketing theory, understanding the marketing language Page 65 27/3/2017 5 The buyer decision process Page 79 3/4/2017 6 The total product concept [product considerations & product layers] Review and assessment preparation Pages 101 10/4/2017 Mid semester Break Mid Semester CS opens 14/4/2017 17/4/2017 7 Total product concept [product components] Page 134 24/4/2017 8 The total Product concept [product components] Page 134 1/5/2017 9 The circle of satisfaction Review of section 1 & 2 Online Quiz [part b] opens 4/5/2017 Page 157 8/5/2017 10 Synthesising marketing theory Page 157 15/5/2017 11 Unit overview and the application of knowledge Page 162 22/5/2017 12 Assessment workshop 29/5/2017 13 Poster presentation day in class End semester CS opens 1/6/2017