Unit Outline

 

 

 

 

 

 

 

 

BMA151

 

 

 

 

 

 

 

Principles of Marketing

 

 

 

 

 

 

 

Shanghai Semester 2, 2024

 

 

 

 

 

 

 

Dr Louise Grimmer

 

 

 

 

 

 

 

Tasmanian School of Business & Economics (TSBE)

 

 

 

 

 

 

 

College of Business and Economics

 

 

 

 

 

 

 

 

CRICOS Provider Code: 00586B

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Contact Details

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Unit Coordinator

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Dr Louise Grimmer

Email: louise.grimmer@utas.edu.au

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Contents

What is the Unit About?.................................................................................................................................... 3

Unit Description.............................................................................................................................................. 3

Intended Learning Outcomes....................................................................................................................... 3

Requisites........................................................................................................................................................ 3

How will I be Assessed?................................................................................................................................... 4

Assessment schedule.................................................................................................................................... 4

Assessment details........................................................................................................................................ 4

How your final result is determined............................................................................................................. 8

Submission of assignments.......................................................................................................................... 8

Requests for extensions................................................................................................................................ 8

Late penalties.................................................................................................................................................. 8

Review of results and appeals..................................................................................................................... 9

Required Resources....................................................................................................................................... 10

Required reading materials........................................................................................................................ 10

Other resources............................................................................................................................................ 10

Unit schedule (Dates TBC)............................................................................................................................ 11

AACSB Accreditation...................................................................................................................................... 13

Sustainability.................................................................................................................................................... 13

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

How will I be Assessed?

 

For more detailed assessment information please see MyLO.

 

 

 

 

 

 

 

 

Assessment schedule

 

 

 

 

 

 

 

 

ASSESSMENT TASK #

ASSESSMENT TASK NAME

DATE DUE

WEIGHT

LINKS TO INTENDED LEARNING OUTCOMES

Assessment Task 1:

Marketing Plan Proposal Part One

Week 6

 30 %

LO1, LO2, LO4

Assessment Task 2:

Marketing Plan Proposal Part Two

Week 10

 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 Part One

Task Description:

You are required to submit a written marketing plan proposal for the selected product. This is an individual task and will allow you to demonstrate your understanding of the functional purpose of the marketing planning process.

The following is the required structure for your Marketing Plan Proposal Part One:
Step 1. Background information on the product industry
Step 2. Competitor analysis

Step 3. Customer segmentation and targeting

Step 4. Product positioning

Task Length:

2,000 words

Due Date:

Week 6

Weight:

 30 %

 

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)

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 Proposal Part Two

Task Description:

This individual task will allow you to demonstrate your understanding of the functional purpose of an integrated marketing mix strategy. Marketing theory (sourced from the prescribed textbook, and peer-reviewed journal articles) will be used as a framework for the presentation of Part Two of your Marketing Plan Proposal. To this theoretical framework you will apply product specific research to evidence your understanding of marketing theory in a practical context. 
The following is the required structure for your Marketing Plan Proposal Part Two:
1. Introduction: Briefly introduce the product, target market and product positioning. 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 of how each of the elements of the Marketing Mix have been integrated to support the desired position in the market and deliver value to the target market.

Task Length:

2,000 words

Due Date:

Week 10

Weight:

 30 %

 

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)

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 assessment will be conducted during the examination period. You will be required to prepare and submit a Product Pitch based on the information and feedback from Assessment 1 and 2 (the pitch will be recorded along with a supporting slide deck).

Task Length:

48 hours

Due Date:

During the Examination Period

Weight:

 40 %

 

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)

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

 

 

 

 

 

 

 

 

Lamb CW, Hair JF, McDaniel C, Summers J, Gardiner M, 2023, MKTG5 (Asia-Pacific Edition), 5th Edition, Cengage, Australia

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Other resources

 

 

 

 

 

 

 

In addition to the textbook 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 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
•• B&T Weekly (Incorporating Professional Marketer): www.bandt.com.au

 

 

 

 

Unit schedule (Dates TBC)

Week

Date beginning

Topic

Activities

Resources/ Readings/ Further Information

1

26 February

An Overview of Marketing

Please refer to the MyLO Week 1 Content Page

Chapter 1

Week 1 Lecture and Slides

2

4 March

Consumer Decision Making

Please refer to the MyLO Week 2 Content Page

Chapter 3

Week 2 Lecture and Slides

3

11 March

Segmenting and Targeting Markets

Please refer to the MyLO Week 3 Content Page

Chapter 5

Week 3 Lecture and Slides

4

18 March

Market Research, Data Collection and Analytics

 

Please refer to the MyLO Week 4 Content Page

Chapter 6

Week 4 Lecture and Slides

5

25 March

Product Concepts

Please refer to the MyLO Week 5 Content Page

Chapter 7

Week 5 Lecture and Slides

6

1 April

Developing and Managing Products

Please refer to the MyLO Week 6 Content Page

Assessment 1 Due This Week

 

Chapter 8

Week 6 Lecture and Slides

7

8 April

Marketing Channels and Distribution Decisions

 

Please refer to the MyLO Week 7 Content Page

Chapter 10

Week 7 Lecture and Slides

8

15 April

Integrated Marketing Communications (IMC)

 

Please refer to the MyLO Week 8 Content Page

Chapter 11

Week 8 Lecture and Slides

9

22 April

The Promotions Mix

 

Please refer to the MyLO Week 9 Content Page

Chapter 12

Week 9 Lecture and Slides

10

29 April

Pricing

Please refer to the MyLO Week 10 Content Page

 

Assessment 2 Due This Week

 

Chapter 13

Week 10 Lecture and Slides

11

6 May

Services, Non-Profit and Other Intangibles

 

Please refer to the MyLO Week 11 Content Page

 

Chapter 9

Week 11 Lecture and Slides

12

13 May

Pitching Skills Development and Practice

 

Please refer to the MyLO Week 12 Content Page

 

13

20 May

Pitching Skills Development and Practice

 

Please refer to the MyLO Week 13 Content Page

 

Study Period: 3 June to 7 June

Exam Period: 11 June to 25 June

 

 

AACSB Accreditation

The Tasmanian School of Business and Economics (TSBE) gained initial Business Accreditation from the AACSB International (AACSB) in July 2021 – the lead program for accrediting business schools globally. AACSB seeks to connect educators, students, and business to achieve a common goal – to create the next generation of business leaders.

 

AACSB is the most reputable standard in business education and TSBE is now one of an elite group of the world’s business schools. By being an AACSB accredited School, TSBE has joined a global alliance committed to improve the quality of business education around the world, and to share the latest innovations in business education.

 

Gaining Business Accreditation with AACSB means that we have satisfied a multi-year process involving TSBE demonstrating our performance against the 15 accreditation standards.

 

TSBE has joined a select community of accredited business schools, with only five percent of all business schools globally accredited with AACSB. This will further enhance the reputation of TSBE, as well as the global recognition of your qualifications. To find out more about AACSB click here.

 

Sustainability

The College of Business and Economics is now a PRME (Principles for Responsible Management Education) signatory. We are committed to the six PRME values of Purpose, Values, Method, Research, Partnership and Dialogue and you will see in various units how we embed sustainability values in our teaching and research and the United Nations’ Sustainable Development Goals. Across all sustainable development goals, our university is ranked at 25 overall globally, and for Sustainable Development Goal 13 – Climate Action – UTAS is the number one university. For more information about PRME, click here.