Unit Outline

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 develop students' ability to apply 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 solutions to a professional audience

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 Proposal Part Two	Week 10	30 %	LO1, LO2, LO3, LO4
Assessment Task 3:	Product Pitch	Week 12	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 marketing theories using discipline specific terminology.	LO1
2	Identify and analyse relevant marketing information to solve context specific marketing problems.	LO2
3	Communicate marketing mix proposals to address a marketing problem.	LO4

Assessment Task 2: Marketing Plan Proposal Part Two

Task Description:

This individual assignment aims to assess your understanding of an integrated marketing mix strategy. You'll use marketing theory from the textbook and research articles as a foundation for Part Two of your Marketing Plan Proposal.

Apply your research findings to demonstrate how marketing theory works in practice for your chosen product.

Structure of Marketing Plan Proposal Part Two:

1. Introduction: Briefly introduce your product, its target market, and how you want it to be perceived by consumers (product positioning).
2. Product: Discuss the role of the "Product" element in your marketing mix, using both theory and research to support your points.
3. Price: Discuss how the "Price" element functions in your marketing mix, drawing on theory and research evidence.
4. Place: Describe the function of the "Place" (Distribution) element in your marketing mix, integrating theoretical concepts and research findings.
5. Promotion: Explain how the "Promotion" element contributes to your marketing mix, utilising theory and research evidence.
6. Conclusion: Summarise how all the marketing mix elements work together to achieve your desired market position and provide value to your target customers.

Task Length:

2,000 words

Due Date:

Week 10

Weight:

30 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Explain marketing concepts and theories using discipline specific terminology.	LO1
2	Use a mix of market segmentation variables to develop the profile of a target market for a specified product.	LO2
3	Analyse marketing relevant information from electronic and academic sources to solve context specific marketing problems.	LO2
4	Apply knowledge of the marketing mix to analyse that of a specified product.	LO2
5	Identify and discuss the impacts of marketing on organisational and societal sustainability.	LO3
6	Use marketing relevant information to communicate in written form the solutions to marketing problems.	LO4

Assessment Task 3: Product Pitch

Task Description:

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

Task Length:

8 minutes

Due Date:

Week 12

Weight:

40 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Explain marketing concepts and theories using discipline specific terminology.	LO1
2	Apply knowledge of the marketing mix to analyse a specified product.	LO2
3	Identify and discuss the impacts of marketing on organisational and societal sustainability.	LO3
4	Communicate marketing mix proposals to address a marketing problem.	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