Unit Outline
Tasmanian School of Business & Economics (TSBE)
College of Business and Economics
BMA151
Principles of Marketing
Accelerated Study Period 2, 2023
Balkrushna Potdar
CRICOS Provider Code: 00586B
 
Unit Coordinator
Balkrushna Potdar
Email: balkrushna.potdar@utas.edu.au
 
 
What is the Unit About?
Unit Description
Marketing is the practice of managing an organisation's market offerings to create value-laden customer exchanges. Adopting a market orientation means organisations allow their marketing practices to be responsive to opportunities, and threats presented in the business environment. This responsiveness enables them to compete effectively in an increasingly dynamic global marketplace. This unit explores the basic principles and concepts that underpin marketing. Students will be introduced to theories supporting market segmentation, target marketing, positioning and the marketing mix. This unit provides students with the foundational knowledge on how firms market products, and an understanding of the role of marketing within the organisational, business and social environment. This unit will help students to develop skills in the application of marketing concepts to practical business problems in order to identify potential marketing solutions.
Intended Learning Outcomes
As per the Assessment and Results Policy 1.3, your results will reflect your achievement against specified learning outcomes.
On completion of this unit, you will be able to:
1
Explain marketing theories.
2
Analyse marketing opportunities and problems.
3
Discuss marketing's role in contributing to organisational and societal sustainability.
4
Communicate marketing plan in written form.
Requisites
REQUISITE TYPE
REQUISITES
Anti-requisite (mutual excl)
BMA109, BMA251, JNB220, XPD112, ZAA134
Alterations as a result of student feedback
To be determined.
 
 
Teaching arrangements
ATTENDANCE MODE
TEACHING TYPE
LEARNING ACTIVITY
CONTACT HOURS
FREQUENCY
On Campus
Workshop
Introductory 1-hr workshop, Week 1
1
Once only
Lecture
Pre-recorded 1-hr lecture, once a week
1
1 time per week
Workshop
2-hr workshop, weekly, commencing in Week 2
2
1 time per week
Other
5-hrs independent learning
5
1 time per week
Online
Online Class
Introductory 1-hr workshop, Week 1
1
Once only
Independent Learning
Pre-recorded 1-hr lecture, once a week
1
1 time per week
Online Class
1-hr workshop, weekly, commencing in Week 2
1
1 time per week
Independent Learning
5-hrs independent learning
5
1 time per week
Attendance/Engagement Expectations
It is expected that you will attend all on-campus and onsite learning activities. This is to support your own learning and the development of a learning community within the unit.
 
If you miss a learning activity for a legitimate reason (e.g., illness, family commitments) teaching staff will attempt to provide alternative activities (e.g., make up readings) where it is possible.
 
If you are unable to attend regularly, please discuss the situation with your course coordinator and/or our UConnect support team.
 
The Tasmanian School of Business and Economics regularly hosts Masterclasses and Industry Engagement and Employability Events, which students are encouraged to attend. Registration and details will be available via the College of Business and Economics channel on the Uni App and/or via your Unit Coordinator. 
 
 
How will I be Assessed?
Assessment schedule
ASSESSMENT TASK #
ASSESSMENT TASK NAME
DATE DUE
WEIGHT
LINKS TO INTENDED LEARNING OUTCOMES
ASSESSMENT TASK 1:
Marketing Plan Proposal
Week 5
30 %
LO1, LO2, LO4
ASSESSMENT TASK 2:
Marketing Plan Report
Week 11
30 %
LO1, LO2, LO3, LO4
ASSESSMENT TASK 3:
Examination - take home exam
Exam Period
40 %
LO1, LO2, LO3, LO4
Assessment details
Assessment Task 1: Marketing Plan Proposal
TASK DESCRIPTION:
The content of this Unit is delivered in three modules. At the end of the first module, you will be completing the marketing plan proposal for a chosen product.
You are required to prepare a written marketing plan proposal for the product you have chosen. This individual task will allow you to demonstrate the understanding of the functional purpose of a marketing planning process and stages involved in it.

The following is a required structure for your marketing plan proposal:
Step 1. Background information about the organisation and product
Step 2. Organisation’s mission and corporate objectives
Step 3. Environmental and situational analysis
Step 4. Segmentation, targeting and positioning.

TASK LENGTH:
1500 words
DUE DATE:
Week 5
WEIGHT:
30 %
 
CRITERION #
CRITERION
MEASURES INTENDED LEARNING OUTCOME
1
Explain the functional role of the marketing mix.
LO1
2
Explain marketing theories using discipline specific terminology.
LO1
3
Use a mix of market segmentation variables to develop the profile of a target market for a specified product.
LO2
4
Identify and analyse marketing relevant information from electronic and academic sources to solve context specific marketing problems.
LO2
5
Apply knowledge of target marketing and positioning strategies to develop a positioning statement for a specified product.
LO2
6
Use marketing relevant information to communicate in written form the solutions to marketing problems.
LO4
 
Assessment Task 2: Marketing Plan Report
TASK DESCRIPTION:
This individual task will allow you to demonstrate your understanding of the functional purpose of an integrated marketing mix strategies. Marketing theory (sourced from the prescribed textbook, and peer-reviewed journal articles available from the library databases) will be used as a framework for the presentation of your Marketing Plan Report. To this theoretical framework you will apply product specific research to evidence your understanding of marketing theory in a practical context. You will be working on the product you have chosen for assessment 1. The outcome of assessment 1 provides the foundation for assessment 2.

The following is a required 6-part structure for your Individual Marketing Plan Report submission:
1. Introduction: Briefly introduce the product, target marketing and positioning. You can use details from Assessment 1.
2. Product: integrate marketing theory and evidence to discuss the function of the Product element of the marketing mix.
3. Price: integrate marketing theory and evidence to discuss the function of the Price element of the marketing mix.
4. Place: integrate marketing theory and evidence to discuss the function of the Place/Distribution element of the marketing mix.
5. Promotion: integrate marketing theory and evidence to discuss the function of the Promotion element of the marketing mix.
6. Conclusion: conclude with a summary opinion on how effective you believe the elements of the Marketing Mix have been integrated to support the desired perceptual Position in the market and deliver value to the Target Market in a sustainable manner.

TASK LENGTH:
2000 words
DUE DATE:
Week 11
WEIGHT:
30 %
 
CRITERION #
CRITERION
MEASURES INTENDED LEARNING OUTCOME
1
Explain marketing theories using discipline specific terminology.
LO1
2
Explain the functional role of the marketing mix.
LO1
3
Use a mix of market segmentation variables to develop the profile of a target market for a specified product.
LO2
4
Identify and analyse marketing relevant information from electronic and academic sources to solve context specific marketing problems.
LO2
5
Apply knowledge of the marketing mix to analyse that of a specified product.
LO2
6
Identify and discuss the impacts of marketing on organisational and societal sustainability.
LO3
7
Use marketing relevant information to communicate in written form the solutions to marketing problems.
LO4
 
 
Assessment Task 3: Examination - take home exam
TASK DESCRIPTION:
The final examination will be an open book take-home exam.

Answers to exam questions should be presented in essay format with a brief introduction and conclusion.

TASK LENGTH:
24 hours
DUE DATE:
Exam Period
WEIGHT:
40 %
 
CRITERION #
CRITERION
MEASURES INTENDED LEARNING OUTCOME
1
Explain marketing theories using discipline specific terminology.
LO1
2
Explain the principles of segmentation, target marketing and positioning.
LO1
3
Explain the functional role of the marketing mix.
LO1
4
Use a mix of market segmentation variables to develop the profile of a target market for a specified product.
LO2
5
Apply knowledge of the marketing mix to analyse that of a specified product.
LO2
6
Identify current trends occurring in macro-environments and the potential implications of these for marketers.
LO2
7
Identify and discuss the impacts of marketing on organisational and societal sustainability.
LO3
8
Use marketing relevant information to communicate in written form the solutions to marketing problems.
LO4
 
 
 
How your final result is determined
To pass this unit, you need to demonstrate your attainment of each of the Intended Learning Outcomes, achieve a final unit grade of 50% or greater, and pass any hurdle tasks.
 
Submission of assignments
Where practicable, assignments should be submitted to an assignment submission folder in MYLO. You must submit assignments by the due date or receive a penalty (unless an extension of time has been approved by the Unit Coordinator). Students submitting any assignment in hard copy, or because of a practicum finalisation, must attach a student cover sheet and signed declaration for the submission to be accepted for marking.
 
Requests for extensions
If you are unable to submit an assessment task by the due date, you should apply for an extension.
A request for an extension should first be discussed with your Unit Coordinator or teaching support team where possible. A request for an extension must be submitted by the assessment due date, except where you can provide evidence it was not possible to do so. Typically, an application for an extension will be supported by documentary evidence: however, where it is not possible for you to provide evidence please contact your Unit Coordinator.
The Unit Coordinator must notify you of the outcome of an extension request within 3 working days of receiving the request.
Late Penalties
Assignments submitted after the deadline will receive a late penalty of 5% of the original available mark for each calendar day (or part day) that the assignment is late. Late submissions will not be accepted more than 10 calendar days after the due date, or after assignments have been returned to other students on a scheduled date, whichever occurs first. Further information on Late Penalties can be found on the Assessments and Results Procedure.
 
Review of results and appeals
You are entitled to ask for a review of the marking and grading of your assessment task if there is an irregularity in the marking standards or an error in the process for determining the outcome of an assessment. Details on how to request a review of a mark for an assignment are outlined in the Review and Appeal of Academic Decisions Procedure.
 
 
 
Required resources
Required Reading Materials
Armstrong G, Denize S, Volkov M, Adam S, Kotler P, 2020, Principles of Marketing, 8th Edition,  Pearson, Australia.
 
Recommended Reading Materials
Lamb, CW, Hair, JF, McDaniel, C, Summers, J & Gardiner, M, 2018, MKTG4, 4th Asia-Pacific edn, Cengage Learning Australia, South Melbourne VIC.
Elliott, G, Rundle-Thiele, S, Waller, D, Smith, S, Eades, E & Bentrott, I, 2018, Marketing, 4th edn, John Wiley & Sons Australia, Milton QLD.
Bejou, D 2014, Capturing customer equity: Moving from products to customers, Taylor and Francis, Hoboken. (eBook)
Ferrell, OC & Hartline, MD 2014, Marketing strategy, South Western Cengage Learning, Mason OH.
Grewal, D, Levy, M, Mathews, S, Harrigan, P & Bucic, T 2015, Marketing, McGraw-Hill Education, North Ryde NSW.
Hutt, MD & Speh, TW 2013, Business marketing management: B2B, Cengage Learning, Mason Ohio South-Western.
Keegan, WJ & Green, MC 2015, Global marketing, Pearson, Boston.
Palmatier, RW & Sridhar, S 2017, Marketing strategy: Based on first principles and data analytics, Palgrave, London UK.
Perreault, WD, Cannon, JP & McCarthy, EJ 2014, Basic marketing: a marketing strategy planning approach, McGraw-Hill Irwin, New York.
Pride, WM, Ferrell, OC, Lukas, BA, Schembri, S & Niininen, O 2018, Marketing principles , 3rd Asia-Pacific edn. Cengage Learning, South Melbourne VIC.
Reed, PW, 2014, Strategic marketing: decision making and planning, Cengage Learning, South Melbourne, Victoria.
Scott, DM, 2015, The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly, John Wiley & Sons. (eBook)
Thompson, D, 2017, Hit makers: The science of popularity in an age of distraction, Penguin.
Walker Jr., OC & Mullins, JW 2014, Marketing strategy: a decision-focussed approach, McGraw-Hill Irwin, New York.
Webb, NJ, 2016, What Customers Crave: How to Create Relevant and Memorable Experiences at Every Touchpoint, AMACOM Div American Mgmt Assn.
 
Other Required Resources
In addition to the texts/software recommended above, you are also expected to be familiar with the key academic journals in the discipline from which useful insights may be derived. In particular, you are encouraged to review regularly the relevant papers that are published in:
• Industrial Marketing Management
• Journal of Marketing
• Journal of the Academy of Marketing Science
• Journal of Marketing Research
• Journal of Marketing Theory and Practice
Students should also review the following websites and blogs for up to date information and
opinions on marketing:
• Australian Marketing Institute www.ami.org.au
• American Association of Advertising Agencies: www.aaaa.org
• American Marketing Association: www.marketingpower.com
• Marketing Mag www.marketingmag.com.au
• Forrester Research: www.forrester.com
• Gartner Group: www.gartner.com
• B&T Weekly (Incorporating Professional Marketer): www.bandt.com.au