Unit Outline

Marketing is a business function that goes beyond the mere act of selling or advertising, it encompasses the entire marketing process through which value is created, captured and offered to customers. It is critical that organisations establish and maintain relationships with customers to achieve and sustain a competitive advantage. In order to compete effectively in an increasingly dynamic global market, managers must be cognisant of the importance of marketing and how it contributes to the achievement of strategic goals. The focus of this unit is to develop your knowledge of what marketing is, how it works and why it is important in a business context. It provides you with a comprehensive description of the key theories and concepts upon which the marketplace can be understood, assessed and targeted. This unit will equip you with the foundational knowledge and skills required to engage in and manage the process through which a firm’s value offerings are marketed to customers.

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 fundamentals of sustainable marketing and converse in marketing language.
2.	Apply theories to understand, assess, and target particular market segments.
3.	Analyse marketing mixes using fundamental marketing theories.
4.	Communicate outputs from analyses of marketing situations.

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:	Application Presentations	Week 4	25 %	LO1, LO2, LO3, LO4
Assessment Task 2:	Case Study, Part A	Week 7	25 %	LO1, LO2, LO4
Assessment Task 3:	Case Study, Part B	Week 14	50 %	LO1, LO3, LO4

Assessment details

Assessment Task 1: Application Presentations

Task Description:

Select ONE (1) business and their product range from the list provided on MyLO which will become your focal Case Study for ALL Assessment Tasks completed throughout the Semester. That is, the Application Presentations (1 and 2), and Case Study, Part A and Part B.

Once you have chosen your Case Study, undertake desk research into how the business engages in marketing their product range to Australian consumers. That is, Case information should be drawn from ONLY publicly available sources (e.g., websites, trade journals, industry reports, magazine articles, blogs, reviews, personal observation). The business itself MUST NOT be approached or contacted for information or assistance.

In Week FOUR (4) AND Week TEN (10) you will be required to submit a short, pre-recorded presentation (MP4 format or narrated PPT slides preferred) in which you address the following:

Application Presentation 1 (Week 4):
Identify and discuss changes/trends in factors of the macro-environment that create the consumer need for your chosen product range?
Develop a profile of your chosen product range’s target market (that is, outline their specific geographic, demographic, psychographic and/or behavioural characteristics).
Identify the value proposition of your chosen product range.

Application Presentation 2 (Week 10):
Outline the Product strategy implemented to create the value proposition of your chosen product range.
Outline the Pricing strategy implemented to capture the value proposition of your chosen product range.
Outline the Placement strategy implemented to deliver the value proposition of your chosen product range.
Outline the Promotion strategy implemented to communicate the value proposition of your chosen product range.

NOTE: ‘Text to Speech’ software must NOT be used as it does not allow the viewer to assess your oral skill.

Task Length:

5 minutes (15 seconds + or – is acceptable)

Due Date:

Week 4

Weight:

25 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)

1	Explain how marketers systematically analyse the marketing environment to uncover and evaluate opportunities.	LO1
2	Use segmentation variables to construct a target market profile for a specified product range.	LO2
3	Analyse the marketing mix using fundamental marketing theories.	LO3
4	Communicate outputs from analyses of marketing situations.	LO4
5	Explain a value proposition and its role in achieving market positioning.	LO2

Assessment Task 2: Case Study, Part A

Task Description:

In this individual task you will write a report using marketing theory to explain strategic processes used in the initial stages of developing a marketing strategy. Case Study information will be integrated throughout your discussion to demonstrate your understanding of theory applied to a practical context.

Specifically, you will:

Introduce and explain the factors of the marketing environment and demonstrate how they create market opportunities.
Explain and apply methods of segmentation to define a target market.
Explain the purpose of a value proposition and discuss how it positions a product offering/brand in the market.

Task Length:

1,700 words maximum (up to 10% under is acceptable)

Due Date:

Week 7

Weight:

25 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)

1	Discuss how factors in the micro-environment can influence a business’s sustainable marketing efforts.	LO1
2	Explain how changes/trends occurring in the macro-environment can create opportunities for marketers	LO1
3	Use segmentation variables to construct a target market profile for a specified product range.	LO2
4	Communicate outputs from analyses of marketing situations.	LO4
5	Explain a value proposition and its role in achieving market positioning.	LO2

Assessment Task 3: Case Study, Part B

Task Description:

In this individual task you will write a report using marketing theory to analyse the final component of a marketing strategy, that is, an integrated marketing mix. Case Study information will be integrated throughout your discussion to demonstrate your understanding of theory applied to a given practical context.

Specifically, you will:
Discuss the strategic components of a Product strategy and demonstrate understanding of how this strategy creates a value proposition.
Discuss the strategic components of a Pricing strategy and demonstrate understanding of how this strategy captures a value proposition.
Discuss the strategic components of a Placement strategy and demonstrate understanding of how this strategy delivers a value proposition.
Discuss the strategic components of a Promotion strategy and demonstrate understanding of how this strategy communicates a value proposition.

Task Length:

2,200 words maximum (up to 10% under acceptable)

Due Date:

Week 14

Weight:

50 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)

1	Describe how marketers create, capture, communicate and deliver value to consumers.	LO1
2	Apply marketing theories to analyse pricing strategy decisions.	LO3
3	Apply marketing theories to analyse placement strategy decisions.	LO3
4	Apply marketing theories to analyse promotion strategy decisions.	LO3
5	Communicate outputs from analyses of marketing situations.	LO4
6	Apply marketing theories to analyse product strategy decisions.	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.

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

You will need the following text

Grewal, D, Levy, M, Mathews, S, Harrigan, P, Bucic, T and Kopanidis, F 2021, 'Marketing' (3rd edition), McGraw-Hill Education, NSW (ISBN: 9781760423889).

Recommended reading materials

In addition to the texts 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:
•   Australasian Marketing Journal
•   Industrial Marketing Management
•   International Journal of Research in Marketing
•   Journal of Consumer Research
•   Journal of Marketing
•   Journal of Marketing Research
•   Journal of Marketing Theory and Practice
•   Journal of the Academy of Marketing Science

Students should also review the following websites and blogs for up to date information and opinions on marketing:
1.   www.ami.org.au
2.   www.bandt.com.au
3.   www.crikey.com.au
4.   www.marketingmag.com.au
5.   www.mumbrella.com.au

Other required resources