HI5004 Marketing Management Tri 1 2017 ______________________________________________________________________________________________________
HOLMES INSTITUTE
FACULTY OF HIGHER EDUCATION
HOLMES INSTITUTE
FACULTY OF HIGHER EDUCATION
POSTGRADUATE PROGRAM
SUBJECT OUTLINE
HI 5004 Marketing Management
TRIMESTER 1/ 2017
Holmes Institute is committed to providing the highest quality education in a dynamic, student-centred learning environment. Holmes Institute fosters in its students rational thought, intellectual integrity and social responsibility.
www.holmes.edu.au
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FACULTY OF HIGHER EDUCATION
Holmes Institute Faculty of Higher Education offers business courses that combine discipline-based excellence with practical application. The faculty operates on campuses in Melbourne, Sydney, Brisbane and Hong Kong.
The faculty offers a Bachelor of Business, a Bachelor of Professional Accounting, a Master of Professional Accounting, a Master of Business Administration and a Graduate Diploma in Business.
Details about the members of the faculty can be found on the homepage of the Faculty of Higher Education at www.holmes.edu.au/undergraduate.
HOLMES INSTITUTE POSTGRADUATE PROGRAMS
At Holmes Institute, the Master of Business Administration, the Graduate Diploma in Business and the Master
of Professional Accounting offer domestic and international students the opportunity to study a set of
contemporary subjects in the field of business. These subjects prepare students for the challenges in business
environments of the 21st century. These programs emphasize the global and cross-cultural dimensions of
business. Teaching utilizes a combination of delivery methods and includes critical analysis and case study
methods. A combination of exams, case studies and company analysis are used in assessment.
The Masters' programs of Holmes Institute focus on: Developing career related capabilities Emphasis on business numeracy and literacy Managerial proficiency The new economy Leadership Entrepreneurship Social responsibility and ethics.
SUBJECT OVERVIEW
Welcome to HI5004 where we study Marketing Management. Marketing begins and ends with the customers.
It is about meeting their needs profitably and building relationships.
Marketing Management aims to get, keep and grow customers. It involves choosing a target market, crafting a
unique positioning for the product/service, getting the “marketing mix” right, building brand equity, and
creating, communicating and delivering superior customer value.
I look forward to sharing the exciting world of marketing, consumers and brands with you
Anh Viet Le
Subject Coordinator
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SUBJECT RATIONALE
Kotler, Keller and Burton’s book on Marketing Management talks about marketing in the 21st century as
follows: “Marketing is everywhere. Formally or informally, people and organisations engage in a vast number of
activities that we could call marketing. Effective marketing has become an increasingly vital ingredient for
business success. And marketing profoundly affects our day-to-day lives. It is embedded in everything we do –
from the clothes we wear, to the websites we click on, to the ads we see.”
The purpose of this subject is to provide an understanding of marketing management and to introduce
students to the principles and practices of marketing, from both a local and international perspective. The
course covers various topics, including: Defining marketing; the role of market research in marketing; building
strong brands; applying the 4P’s/7P’s of the marketing mix; goods versus services marketing and, integrated
marketing communications (IMC).
SUBJECT OBJECTIVES & LEARNING OUTCOMES
Upon successful completion of this subject, you will have:
1. An understanding of the theory and practice of marketing management;
2. An understanding of how marketing tools are applied in a variety of business settings;
3. An understanding of how marketing strategy is formulated from market intelligence;
4. Enhanced problem-solving and decision-making abilities in relation to market analysis;
5. An understanding of how companies organize their marketing programs and manage these activities effectively.
SUBJECT ADMINISTRATION
Awards Duration Core/Elective Subject weight
BBus, BPA 1 semester Core 3 credit points
Mode of delivery On campus
Prerequisites Nil
Workload Students are expected to attend all classes
Delivery 2 hrs of lectures and 1 hr tutorial or equivalent
Independent study 5 hrs
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CONTACT DETAILS
Subject Coordinator
Dr.Anh Viet Le
[email protected]
Consultation times
Lecturer at Melbourne campus Dr.Anh Viet Le Sudhir Lad
[email protected] [email protected]
TBA
Lecturer Sydney Campus
Jas Paul Chawla Wijasena Setiawan
[email protected] [email protected]
TBA
Lecturer at Brisbane campus Dr. David Ponton
[email protected]
TBA
* Other times by appointment
CONSULTATION TIMES
Monday Tuesday Wednesday Thursday Friday
Sydney Campus TBA TBA TBA TBA TBA
Brisbane Campus TBA TBA TBA TBA TBA
Melbourne Campus TBA TBA TBA TBA TBA
Students please note: Holmes Institute provides each student with a Holmes webmail. Faculty and Administrative staff can only communicate with you using your Holmes Institute mail address. Emails from private and/or business email accounts cannot be used and may not be answered.
STUDENT ASSESSMENT
ASSESSMENT TYPE DUE DATE WEIGHT
In – class test Week 6 20%
Individual assignment Week 11 (Friday at 11pm) 30%
Final Exam Exam Week 50%
ASSESSMENT POLICY
To be eligible to pass this subject, students must complete all forms of assessment and demonstrate achievement of the learning outcomes. All assignments must be submitted electronically using a word processor, uploaded to Blackboard via SafeAssign. The assignment cover sheet must include the student/s name, number, subject code and subject name, subject lecturer’s name, assignment due date and time of submission.
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Submission deadlines are strictly enforced and late submission incurs penalties of 5 (five) % of the assessment value per calendar day unless an extension and/or special consideration has been granted by the Subject Coordinator prior to the assessment deadline. Unless an extension and/or special consideration has been granted by the Subject Coordinator prior to the assessment deadline, no assessments are accepted after 14 calendar days of the due date or the end of the trimester for assessments due later in a trimester.
STANDARD GRADING SYSTEM AND DISTRIBUTION
GRADE LETTER RANGE
High Distinction HD 80% and above
Distinction D 70 – 79%
Credit CR 60 – 69%
Pass P 50 – 59%
Fail NN 0-45% (did not meet the standard required according to the learning outcomes in the Subject Guide )
Faculty Pass* FP 46 – 49% (awarded by Board of Examiners)
Supplementary Exam Granted (a temporary grade)
NS Supplementary examination granted
Deferred Exam (a temporary grade) ND Officially Deferred examination
Fail NA Student did not submit any work according to the schedule in the Subject Guide
Result Withheld RW Additional assessment and/or work required
Result Withheld WH Outstanding fees or non-return of Holmes Institute materials * This grade is sometimes referred to as a conceded pass at other institutions
Explanation of Letter Grade HD Outstanding work which exhibits sophisticated understanding and critical synthesis, analysis and evaluation
of the subject matter. While the work utilizes opinions of others, judgements about the value of the subject
matter are made and drawn together in an organized whole. Gaps in the subject matter might also be identified and the implications discussed.
D Substantial work of high quality, which demonstrates a clear understanding of the subject matter, in which
the relationship between the constituent elements are identified clearly and discussed with some level of critical analysis. The work also applies abstract ideas in concrete situations.
CR Sound and competent work, which demonstrates a reasonable but not complete grasp of the subject
matter. The work utilizes recall and paraphrases the work of others concerning the subject matter. Some basic level of critical analysis is evident. Originality in the work is rarely evident.
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P Work that demonstrates a satisfactory engagement with the subject matter such that the student is said to
have a general understanding of the field. Provides an adequate basis for further study.
NN Did not meet the learning objective of the subject
VIEWING STUDENT GRADES
Results including the final grade can be viewed via the Grade Centre on Blackboard. Results for all assessments
are published within two weeks of the due date of the assessment and the final examination. Students who
wish to appeal their mark for a specific assessment are advised to follow the procedures outlined at
www.holmes.edu.au /undergraduate/appeals.
PLAGIARISM AND ACADEMIC MISCONDUCT
Holmes Institute view any forms of academic misconduct as most serious offences. Academic misconduct in
any form during an examination is not tolerated and will be dealt with according to the policies and procedures
set out in the Holmes Institute Student Handbook (located on Blackboard in the Student General information
Subject: HE-General Study Information (HGEN_HE) > General Information > Student Handbook 2010 v.3.pdf).
Plagiarism occurs when one uses another person’s ideas or manner of expressing them and passes them off as
one’s own work by failing to give appropriate acknowledgement (that is, referencing the source). Any instances
of plagiarism will be dealt with promptly).
It is important that student reference their work appropriately. The Faculty of Higher Education at Holmes
Institute uses the Harvard style of referencing. A detailed guide to referencing can be found in the Student
Handbook. It expected that you will be familiar with the Harvard style of referencing.
USE OF BLACKBOARD
Holmes Institute uses Blackboard as its online teaching platform and all students enrolled have access to
Blackboard to view and download their lecture material, grades, important announcements on their subjects
and discussion rooms for selected subjects.
Please note that it is the student’s responsibility to check Blackboard on a regular basis. It is expected that
students will have viewed lecture materials and additional readings before class. All students are advised to
familiarize themselves with the use of Blackboard. Guides to Blackboard are available in the Resource Centre on
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each campus. Should you have difficulties accessing and/or using Blackboard, please contact your lecturer or
the Holmes Institute Blackboard Helpdesk on: [email protected].
USE OF RESOURCE CENTER AND PROQUEST
For most subjects, students are expected to engage in additional research. Textbooks and teaching materials
available in the Resource Centre will be of use here. In addition, current students have access to a range of
electronic academic journals via Proquest, which is accessible once you log into Blackboard.
Should you require any assistance with the use of Proquest and/or online research, please contact your lecturer
and/or the Resource Centre staff on your campus.
STUDY SKILLS & ACADEMIC SUPPORT
Students who have difficulties with their studies and/or specific forms of assessment should visit online Study
Skills on www.holmes.edu.au/undergraduate/studyskills. Holmes Institute also offers regular Academic
Support, which is free for any student enrolled. See details on
http://www.holmes.edu.au/undergraduate/Information.
DETAILED INFORMATION ON SUBJECT ASSESSMENTS
Assessment 1: In-class test
Weight: 20% of total marks
Test will cover topics from Week 1 to Week 5
The class test will be help during the tutorial of Week 6
Short discussion questions
Assessment 2: Individual assignment
Marketing strategy development
Weight: 30% of total marks
Due: 11pm, Friday Week 11
Length: 2500 words (includes references)
This length limit includes any text, figures, tables, in-text references, and appendices. This limit does not include
the cover page, table of contents, or list of references (at the end of assignment).
Formatting: Report and please ensure that the report includes page numbers on each page.
Submission: On due date submit to Blackboard on Final submission link
Requirement:
This assignment requires you to undertake the process of analysing one organisation and its operating
environments from a marketing perspective. And then apply the learning from lecture 1-10 in the development
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of marketing strategy. You will provide an overview of this organisation, as well as detail the type of orientation
towards marketing it takes. You are also required to examine and analyse the context and environments in
which this organisation operates (its industry and the macro-environmental forces impacting on the industry).
Instructions
The report must address the following issues:
**Please note: It is recommended that you follow the outline presented below and answer each question as it
is presented.
Issue 1 (10% of marks for the assignment)
Provide a brief description of this organisation and the industry to which it belongs. You may also want to
include in this description any mission statements, value statements or ‘slogans’ that this organisation utilizes
to communicate its purpose. In describing this organisation, please also identify its orientation towards
marketing and provide relevant, detailed and factual supporting evidence to substantiate why you have
identified this specific orientation. Finally, include a brief description of the product(s) this organisation offers
the market. And comment on what role the brand has in this organisation’s marketing strategy.
Issue 2 (20% of marks for the assignment)
Analyse each of the 5Cs for this organisation:
a. Company – what are the strengths and key resources, what are some of the weaknesses? What are the
opportunities and threats?
b. Customers – who is the company serving and what type of behaviour is ‘typical’ from them?
c. Collaborators – describe their suppliers, distributors or other partners that help the company to deliver their
products to the market? If company doesn’t have any – explain why it is not necessary.
d. Competitors – who are the current main competitors, are there any potential new threats or new entrants to
the marketplace?
e. Context – what other factors affect this organisation (e.g., legal, political, technological, etc.)?
Issue 3 (20% of marks for the assignment)
How does the firm go about collecting information (e.g., market research, market intelligence, etc.) about the
5Cs? For example, how does it learn about?
a. What customers want?
b. Which competitors pose a threat?
c. How the context of business is changing, if at all?
d. What role collaborators play in the process?
Issue 4: Developing marketing strategy (25% of assignment marks)
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Based on the market analyses, outline potential market segments that are available to the chosen organisation.
Recommend and justify:
- a choice of target market(/s)
- a value proposition for the target market(/s).
- a positioning statement for the target market(/s).
Issue 5: Developing marketing tactics (25% of assignment marks)
Recommend and justify a detailed marketing mix (4-7Ps) to support the marketing strategy described in Issue 4.
** In all cases, please remember to justify your argument(s) in this assignment by explaining and providing
reasoned arguments for why you have formed your views. Please ensure that you support your arguments by
explicitly applying and drawing insights and conclusions from relevant marketing models, concepts and theory
covered in the course to date. Do not simply rely on offering personal conjecture or opinions.
Assessment 3
Final Examination
Weighting: 50%
Length : 2 Hours and 10 Minutes
SUBJECT RESOURCES
Prescribed Textbook (compulsory)
Kotler P & Keller (2016) Marketing Management 15th Global Edition published by Pearson Education Australia Pty Ltd.
Blackboard: Lecture notes/slides, recommended reading, tutorial activities and all other relevant information will be made available on Blackboard.
It is the student’s responsibility to check Blackboard on a regular basis. It is advised that students view lecture materials and readings before coming to class.
LECTURE SCHEDULE/SYLLABUS
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* Note: Students must consult the Academic Calendar and Blackboard for the dates of the Examination Week.
Week Topics Scheduled Tutorial Assessment due Chapters
Part 1: Understanding marketing management
1 Marketing for the New Realities 1
2 Marketing Strategies and Plans Tutorial 1 2
Part 2: Capturing marketing insights
3 Marketing Research Tutorial 2 4
Part 3: Connecting with customers
4 Consumer behaviour Tutorial 3 6
Part 4: Building Strong Brands
5 Identifying Market Segments and Targets Tutorial 4 9
6 Brand Positioning and Brand Equity Tutorial 5 In class test 10, 11
Part 5: Creating Value
7 Product strategy Tutorial 6 13, 15
8 Pricing strategies and programs Tutorial 7 16
Part 6: Delivering Value
9 Integrated marketing channels and distribution system Tutorial 8 17, 18
Part 7: Communicating value
10
Integrated Marketing Communications – Part 1
Designing and managing integrated marketing communication
Tutorial 9
19
11
Integrated Marketing Communications – Part 2
Managing Mass Communications
Tutorial 10 Individual assignment 20, 21, 22
12
Managing Mass Communications (continuous)
Revision
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STUDENT ASSISTANCE Studying in higher education presents many experiences and challenges. These might involve academic,
personal and/or professional issues. At Holmes Institute, we have a range of people who can help you with
various challenges. The following table identifies contact points should you require any support.
SUPPORT REQUIRED WHO TO CONTACT
Information for Current Students Holmes Institute Student Handbook Academic Probation / Mentoring Academic Mentors, Associate Dean Accommodation Holmes Institute Home Stay Computers, Blackboard, Email IT Help Desk Disability Needs Holmes Institute Campus Directors Employment and Careers Career Development Team Enrolment Higher Education Coordinator on Campus Exams Higher Education Coordinator on Campus Financial Issues Holmes Institute Campus Directors Personal Issues National Higher Education Program Manager, Mentoring Team Proquest Database Librarian on each Campus Study Skills Holmes Institute Academic Support & Study Skills Team Visa Issues, COEs etc. Higher Education Coordinator on Campus
This subject outline was prepared by the Course Development Team for the Postgraduate Programs, Faculty of
Higher Education, Holmes Institute. It was correct at the time of publication. Change to the Subject Outline may
occur at any time. However, the Faculty of Higher Education endeavours to inform the students accordingly.
This publication is copyright. Apart from any fair dealing for the purpose of private study, research, criticism, or
review as permitted under the Copyright Act, no part may be reproduced by any process or placed in computer
memory without written permission. Enquires should be made to Holmes Institute Faculty of Higher Education.
© Copyright 2011.