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Dr Steve Goodman

On successful completion of this course students will be able to:
1 Interpret complex marketing issues and problems using relevant theories, concepts and methods
2 Evaluate and synthesise new information and existing knowledge from a multitude of sources and experiences
3 Apply contemporary marketing theories to the demands of business and management practice
4 Critically analyse case studies to derive at recommendations to address marketing issues and opportunities
5 Recognise, and take account of, the importance of ethical conduct in marketing
6 Discuss Marketing Concepts in a professional and engaging manner

Text Book or Cengage NOW: Pride, William M., Ferrell, O.C., Lukas, Bryan A., Schembri, Sharon., Niininen, Outi. Marketing Principles, Cengage, 2015, Melbourne. 9780170254793

Purchase of a “Cengage Now” subscription is sufficient – all of the text information is contained as E-Book support on the website.

Course Website:
Cengage NOW: http://login.cengagebrain.com/course/E-X7FG2JH8HHAFQ

This course is 100% online using
1. Recorded lectures
2. Weekly quizes
3. Weekly discusison activities
4. Discussing other students comments
5. Assignments - submitted online

The information is provided as a guide to assist students in engaging appropriately with the course requirements.

As a guide, a 3 unit course comprises a total of 156 hours work

LEARNING ACTIVITIES SUMMARY
Week Topics Textbook
Chapters
1 Overview of Marketing and Marketing Ethics 1 & 4
2 The Development of Marketing Strategies and Plans, and Analysing the Marketing
Environment
2 & 5
3 Consumer and Business Buyer Behaviour 6 & 7
4 Understanding the Marketplace: Marketing Research and Information Management 10
5 Working on Assessment Tasks
6 Segmentation, Targeting and Positioning 9
7 Value Creation: Products, Services and Product Development 11, 12 & 13
8 Value Communication: Advertising, Promotions and Personal Selling 18, 19 & 20
9 Value Capture: Strategic Pricing Decisions 14 & 15
10 Working on Assessment Tasks
11 Value Delivery: Supply Chain Management and Retailing 16 & 17
12 Assessing Market Performance 2

ASSESSMENT



Case Study Analysis  Sunday  Week 4 10% - 1,3,4

Quizzes  Friday - Sunday  Week 1 - 4; 6 - 9; 11   10%   - 1,2,5

Discussion Contribution Wednesday - Sunday  Weeks 1 - 12 20%  1,2,6

Major Project: Marketing Audit   1,3,4

Part I - Perceptual/Positioning Map Sunday  Week 8  12.5%  4,5

Part II - Communications Strategy  Sunday  Week 10  12.5%  1-6


Marketing Audit Report Sunday  Week 12  35%  1-6

ASSESSMENT DETAIL

The assessment components are as follows:
Case Study Analysis 10%
Submit your response in an MS Word document to the Dropbox before end of Day 7 – week .
Length: 2000 words.
Font: Times New Roman, 12 point font, singled spaced.
Your report should include an overview of the macro and micro environment in which the company
is operating. This may require you to research beyond the information in the case and/or make
some assumptions. You should include an explanation of the relevant macro-environment trends,
consumer needs and buying behaviour, the competitive environment and the capabilities of the
organisation. You should not just repeat the information in the case, but rather use marketing tools
and concepts to critically assess this environment. You may need to conduct further research
outside of the case materials but DO NOT CONTACT the organisation directly.
You should evaluate the current strategies of the organisation and identify ONE major marketing
issue the company is facing. This issue does not need to be the same issue highlighted in the
case. A SWOT Analysis could be used as a tool to summarise and coordinate relevant
information. Ensure that you incorporate marketing concepts in the statement of the case issues,
as this will ensure that your recommended solutions are also related to marketing strategies.
Before deciding what course of action to recommend, you need to consider at least three (3)
alternative ways in which the issue can be addressed. Evaluate the alternative strategies before
one is selected. You will need to examine the advantages and disadvantages for the various
alternatives, linking your discussion to the marketing environment of the firm.
Recommend ONE best strategy for the organisation to address the issue. Justify your selection
with reference to the information in the situational analysis and marketing theory.

Online Quizzes 10%
Each week you will be required to self-complete an on-line quiz for assessment. This quiz may be
accessed through the LEARN site vis the weekly navigation panel on the left hand side.
You may complete this quiz at any stage throughout the week. However, once logged on to the
quiz, you will have 30 minutes to complete the answers. Most weeks have 20 questions to be
completed in the 30 minutes. You will NOT be able to revisit the answers after you submit your
answers. Each week will contribute equally to your overall grade.

Perceptual/Positioning Map 12.5%
Submit your response in an MS Word document to the Dropbox before end of Day 7 – Week 8.
Consider the product that you have chosen for your Marketing Audit. Develop a Perceptual Map
for the industry in which the product competes. On this perceptual map you should show the
dimensions which consumers use to position products in their minds, the competitors and their
respective positions, and the product itself and its current positioning in the market. You should
overlay some information about the customer segments onto this positioning/perceptual map.
Include a summary paragraph highlighting key aspects of the perceptual map and critically
evaluating the position of the product selected.

Communications Strategy 12.5%
Submit your response in an MS Word document to the Dropbox before end of Day 7 – Week 10.
Using the product that you have selected for your Marketing Audit, develop an Integrated
Communications Strategy. This strategy should be relevant for the target market and positioning of
the product. Discuss the objectives of the communication, the key message to be communicated
as well as the media selected to convey this message. Conclude your strategy with a brief
overview of any budget considerations and success measures.

Marketing Audit Report 35%
Submit your response in an MS Word document to the Dropbox before the end of Day 7 – Week
12
Length: 5000 words.
Font: Times New Roman, 12 point font, singled spaced.
Imagine you are a marketing consultant working in a small team and have been asked to conduct
a marketing audit of a product or company. You may select a product from the organisation in
which you work or any product with which you are familiar. You may find it easier to choose a
specific product or service (e.g. Canon MP830 printer or Qantas Business Class via Sydney to
London) rather than a general brand (e.g. Mercedes or Nike or Apple).
Based on what information is available from the general and business press and/or the Internet
and other periodicals, you must assess the performance of this product or company. This forms
the 'audit' component of the assignment whereby you take stock and make an assessment of the
product or service and how it is performing in the market place.
The next section of the assignment requires you to produce recommendations of what you think
the company should do to for their product or service, based on what you understand about their
current situation. You need to cover all aspects of a situation analysis including the customers, the
competitors, the company and the macro environment (e.g. PESTEL). You should then evaluate
10
the marketing mix (including the positioning, product, promotion, price and place) You may
suggest that aspects of the marketing mix remain the same or you might like to recommend
different approaches – either way – you must JUSTIFY your decisions based on sound marketing
knowledge and judgement of the principles taught over the course.

Discussion Contribution 20%
Students are expected to contribute to the class discussion in a substantive way each week.
Substantive participation includes responses to discussion questions as well as discourse
between students related to the subject matter. Substantive responses must be based upon the
course content, theory or personal experiences, not mere opinion. A simple "I agree" will not
count. Examples of substantive participation do not include posting of assignments or a question
you might have for the facilitator or the group. Posting assignments or emails to students and/or
teaching staff outside of classroom threads does not count as discussion participation. Substantive
responses should also include appropriate documentation/citation where appropriate.
As a general rule of thumb, students need to post at least 2-3 substantive responses each week
beyond the posting of assignments. However, students should not be limited in the number of
discussion postings that they contribute each week. Quantity is considered important, but the
quality of the responses is even more important."
Students are expected to read all discussion area postings. The quality of the student responses
will be graded. Students will earn participation grades based upon the quality of their responses to
both weekly learning activities and discussion questions.

All Submissions online