Unit Outline

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.

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 Report 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 prepare 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 Report 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:

Exam 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.

Academic integrity

Academic integrity is about acting responsibly, honestly, ethically, and collegially when using, producing, and communicating information with other students and staff members.

In written work, you must correctly reference the work of others to maintain academic integrity. To find out the referencing style for this unit, see the assessment information in the MyLO site, or contact your teaching staff. For more detail about Academic Integrity, see Important Guidelines & Support.

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