Unit Outline
BMA351
Marketing Management
Shanghai Semester 2, 2024
Doctor Balkrushna Potdar
Tasmanian School of Business & Economics (TSBE)
College of Business and Economics
	CRICOS Provider Code: 00586B

Contact Details

Unit Coordinator

Doctor Balkrushna Potdar

Email: Balkrushna.Potdar@utas.edu.au

Contents

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

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

Intended Learning Outcomes....................................................................................................................... 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..................................................................................................................... 8

Required Resources......................................................................................................................................... 9

Required reading materials.......................................................................................................................... 9

Recommended reading materials................................................................................................................ 9

Unit schedule DATES TBC............................................................................................................................ 11

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

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

What is the Unit About?

Unit Description

The demand for trained, experienced, and effective marketing practitioners is growing. Marketing is a discipline that seeks to ‘make sense’ of the commercial world around us, a skill that can benefit any enterprise. As such, more and more firms (including government agencies and non-profit organisations) are seeking people capable of putting marketing theory into practice by formulating and implementing effective marketing plans. This unit introduces you to the theories underpinning marketing strategy, and their role in the development of an effective marketing plan. This unit also allows you to integrate and apply the knowledge gained in your previous studies to solve real-world marketing problems.

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 the theories and concepts of marketing strategy.
2.	Apply marketing strategy theory and independent research to contemporary sustainable marketing strategy issues.
3.	Communicate marketing strategy theory and practice.

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:	Strategic Analysis Report	Week 5	35 %	LO1, LO2, LO3
Assessment Task 2:	Strategic Marketing Plan	Week 10	35 %	LO1, LO2, LO3
Assessment Task 3:	Pitch Presentation	Week 13	30 %	LO2, LO3

Assessment details

Assessment Task 1: Strategic Analysis Report

Task Description:

Strategic Analysis Report
This is an individual assessment. For this assessment, students will assume the role of marketing manager for a specified company which engages in sustainable marketing practices. Part of the strategic marketing planning process involves identifying and justifying an appropriate opportunity for your company, in order for it to grow. In this assessment, students primarily conduct a situational analysis and a SWOT analysis.

Assessment 1 Brief providing more details on the project will be available on MyLO.

Task Length:

2500 words (+/-10%), excluding reference list and appendices

Due Date:

Week 5

Weight:

35 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)

1	Explain marketing strategy theories and concepts.	LO1
2	Apply marketing strategy theories and concepts to case examples.	LO2
3	Conduct independent research on contemporary strategic marketing issues, including sustainability in marketing practice.	LO2
4	Analyse the marketing environment to identify and evaluate opportunities.	LO2
5	Discuss how factors in the marketing environment can impact sustainable marketing strategy.	LO2
6	Present in written format clear, logical arguments using marketing terminology, and full, accurate and consistent referencing.	LO3

Assessment Task 2: Strategic Marketing Plan

Task Description:

Strategic Marketing Plan
This is an individual assessment. Using the same specified company from Assessment 1, Assessment 2 concentrates on your recommendations and what you think the company should do over the next 12 months to maintain or improve their sustainable marketing practices. It focuses on the implementation aspect of the marketing plan.

Assessment 2 Brief providing more details on the project will be available on MyLO.

Task Length:

2500 words (+/-10%), excluding reference list and appendices.

Due Date:

Week 10

Weight:

35 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)

1	Explain marketing strategy theory and concepts.	LO1
2	Apply marketing strategy theories and concepts to case examples.	LO2
3	Conduct independent research on contemporary strategic marketing issues, including sustainability in marketing practice.	LO2
4	Apply marketing knowledge to develop a marketing plan.	LO2
5	Apply marketing strategy theory to case study issues and document steps for implementing a marketing plan.	LO2
6	Apply knowledge of sustainable marketing practices to draw conclusions and make recommendations for case examples.	LO2
7	Present in written format clear, logical arguments using marketing terminology, and full, accurate and consistent referencing.	LO3

Assessment Task 3: Pitch Presentation

Task Description:

This is an individual assessment. Building on Assessment 2, students will further research, design and prepare, and then present a ‘pitch’ of their proposed marketing plan for their specified company. The task is to convince the higher management of their company to accept the proposed marketing plan by giving a compelling and persuasive pitch presentation with accompanying PowerPoint slides. Students will be required to film themselves (with audio) giving the pitch, with their accompanying PowerPoint slides visible in the video. The pitch should be filmed in one take (i.e., it should be filmed as if the client was in the room watching and listening to the pitch). There is to be no editing of videos, in other words this task is designed to mimic a ‘real-life’ pitch. All presentations will be recorded. None face-to-face.
Time will be allocated in the workshops to focus on the elements required for Assessment 3, and students will be expected to conduct their own research and writing outside of the workshops to prepare and record the pitch.

Task Length:

Video Presentation to camera with audio: 5 minutes maximum Accompanying PowerPoint slides: 5 slides minimum (no maximum)

Due Date:

Week 13

Weight:

30 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)

1	Identify and analyse strategic marketing issues in a real-world setting.	LO2
2	Apply knowledge of sustainable marketing practices to draw conclusions and make recommendations for case examples.	LO2
3	Communicate in the format of an oral presentation using visual aids in a professional manner.	LO3

		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
A comprehensive list of required readings and recommended readings will be provided on MyLO. You will need the following text: Marshall, Greg W. and Johnston, Mark. W. (2022), Marketing Management, 4th ed. McGraw Hill Education, New York, USA.
Recommended reading materials
Reading Lists provide direct access to all material on unit reading lists in one place. This includes eReadings and items in Reserve. You can access the Reading List for this unit from the link in MyLO, or by going to the Reading Lists page on the University Library website. Aaker, David A. (2008), Chapter 9: Building and Managing Brand Equity, Strategic Marketing Management, 8th ed, John Wiley & Sons, Inc., pp.157-175. Best, Roger J. (2009), Chapter 9: Marketing Channels and Channel Mapping, Market-Based Management: Strategies for Growing Customer Value and Profitability, 5th ed., Pearson Prentice-Hall, pp.279-305. Cravens, David W. and Piercy, Nigel F. (2009), Chapter 11: Pricing Strategy, Strategic Marketing, 9th ed., McGraw-Hill Irwin, pp.347-371 Crawford, C. Merle and Di Benedetto, C. Anthony (2006), Chapter 2: The New Products Process, New Products Management, 8th ed., McGraw-Hill Irwin, pp.23-40, 45-46. Ferrell, O.C. and Hartline, M.D. (2013), Marketing strategy, 6th ed, Cengage Learning, Mason, OH. Guiltinan, Joesph P. and Paul, Gordon W. (2005), Chapter 3: Marketing Analysis, Marketing Management Strategies and Programs, 3rd ed., McGraw-Hill, pp.51-80. Healy, Genevieve (2008), Chapter 10: Marketing Program Evaluation, Strategic Marketing Analysis, Thomson, pp.179-201.  Kotler, Philip and Keller, Kevin Lane (2009), Chapter 17: Designing and Managing Integrated Marketing Communications, Marketing Management, 13th Edition, Pearson Prentice-Hall, pp.486-495. Kotler, Philip and Kevin Lane Keller (2009), Chapter 18: Managing Mass Communications, Marketing Management, 13th ed., Pearson Prentice-Hall, pp.496-529. Mullins, John W. and Walker Jr., Orville C. (2013), Marketing Management: A Strategic Decision-Making Approach, 8th ed., McGraw-Hill Irwin, New York, USA. Reed, P. (2015), Strategic marketing: decision making and planning, 4th ed, Cengage, Melbourne.

Unit schedule DATES TBC

Week	Date beginning	Topic/ Module/ Focus Area	Activities	Resources/ Readings/ Further Information
1	26 February	Unit Overview & Marketing Strategy	Lecture videos and PowerPoint Slides	Ch. 1, Ch. 3, & Reading on MyLO
2	4 March	Strategic Marketing Analysis	Lecture videos and PowerPoint Slides	Ch. 3 & Reading on MyLO
3	11 March	New Product Development (NPD) & Innovation	Lecture videos and PowerPoint Slides	Ch.8 & Reading on MyLO
4	18 March	Branding & Positioning	Lecture videos and PowerPoint Slides	Ch. 7, Ch. 9 & Reading on MyLO
5	25 March	Understanding Consumers	Lecture videos and PowerPoint Slides Assessment Task – 1: Strategic Analysis Report is due at 11:55 PM/23:55 Hrs on Sunday, 31^st March 2024	Ch. 6 & Reading on MyLO
6	1 April	Product & Service Decisions	Lecture videos and PowerPoint Slides	Ch. 8, Ch. 10 & Reading on MyLO
7	8 April	Pricing Decisions	Lecture videos and PowerPoint Slides	Ch. 11 & Reading on MyLO
8	15 April	Distribution Decisions	Lecture videos and PowerPoint Slides	Ch. 12 & Reading on MyLO
9	22 April	Communication Decisions	Lecture videos and PowerPoint Slides	Ch. 13, Ch. 14 & Reading on MyLO
10	29 April	Evaluation & Control	Lecture videos and PowerPoint Slides Assessment Task – 2: Strategic Marketing Plan is due at 11:55 PM/23:55 Hrs on Sunday, 5^th May 2024	Ch.5 & Reading on MyLO
11	6 May	Profitability and Internationalisation	Lecture videos and PowerPoint Slides	Ch. 5, Ch. 2 & Reading on MyLO
12	13 May	Marketing & Ethics	Lecture videos and PowerPoint Slides	Reading on MyLO
13	20 May	Unit Summary	Lecture videos and PowerPoint Slides (from all weeks) Assessment Task – 3: Presentation Pitch is due at 11:55 PM/23:55 Hrs on Sunday, 26th May 2024	Reading on MyLO
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.