Unit Outline

Marketing is a business function that goes beyond the mere act of selling or advertising, it encompasses the entire 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 marketing and converse in marketing language.
2.	Apply theories to understand, assess, and target particular market segments.
3.	Analyse marketing mix using fundamental marketing theories.
4.	Present in oral and written format analysis of marketing situations.

Requisites


REQUISITE TYPE	REQUISITES
Anti-requisite (mutual excl)	BMA506

Alterations as a result of student feedback

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

Assessment details

Assessment Task 1: Case Study Part A

Task Description:

Use marketing theory to explain strategic processes used in the initial stages of developing a marketing strategy. Integrate Case information throughout your discussion to demonstrate your understanding of theory applied to a practical context.
The following outline can be used to structure your CSA content:

Introduction:
Use marketing theory to briefly introduce the marketing concepts that will be addressed in CSA (namely the marketing environment, target market and value proposition).
Briefly introduce the business and product range that you have chosen as your focal Case Study.

Body:
Use marketing theory to explain the purpose of scanning and monitoring factors in the marketing environment (both micro and macro-environmental factors).

Use marketing theory and Case information to discuss those factors of the micro-environment that influence the ability of your Case business to produce a product range to satisfy consumer needs.

Use marketing theory and Case information to discuss identified macro-environmental changes/trends that create the consumer need for your chosen product range.

Use marketing theory to discuss the importance of market segmentation to define a target market.

Match segmentation variables (identified from theory) with specific consumer characteristics (identified in Case research) to construct a profile of who you perceive to be the target market for your chosen product range.

Use marketing theory to discuss the importance of developing a clear value proposition to obtain a market position.
Identify the value proposition of your chosen product range and explain how it perceptually positions the range in the market.

Conclusion:
Present your thoughts on whether the chosen product range’s target market and value proposition remain relevant in the current marketing environment. If ‘yes’ explain why; if ‘no’ suggest where change might be needed.

Reminders:
Focus ONLY on the marketing activities targeting end consumers (that is, NOT business-to-business marketing activities).
Focus ONLY on the marketing activities targeting Australian based consumers (that is, NOT consumers in international markets).
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.

Presentation and Submission:
Essay format using 12-point font with 1.5 or double line spacing.
Page numbers should be used.
Ensure that your name, student ID, unit code, Workshop time, tutor’s name (if applicable) AND word count (word count includes in-text citations but NOT the Reference List) are clearly marked on the first page.
The prescribed text (Grewal et al., 2021) plus FIVE (5) academic references (peer-reviewed journal articles) must be used. All sources of Case information should be cited, but there is NO specified minimum or maximum number required.
Harvard Referencing style MUST be used.
For detail on late penalties and extensions please see the 'Academic Integrity’ section of this Unit Outline, or the ‘Assessment Task 2: Case Study, Part A’ folder in MyLO.

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 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.	LO1, LO2
4	Present in oral and written format analysis of marketing situations.	LO4

Assessment Task 2: Case Study - Part B

Task Description:

Use marketing theory to analyse the final component of a marketing strategy, that is, the marketing mix. Integrate Case information throughout your discussion to demonstrate your understanding of theory applied to a given practical context.
The following outline can be used to structure your CSB content:

Introduction:
Use marketing theory to briefly introduce the marketing concepts that will be addressed in CSB (namely an integrated marketing mix – product, price, placement, and promotion).
Briefly re-introduce the product range, its target market and value proposition, that you have chosen as your focal Case study.

Body:
Use marketing theory to explain the strategic components of a Product strategy identified as relevant to your Case Study. Apply Case information to this theory and discuss how the chosen product range’s Product strategy creates its value proposition.
Use marketing theory to explain the strategic components of a Pricing strategy identified as relevant to your Case Study. Apply Case information to this theory and discuss how the chosen product range’s Pricing strategy captures its value proposition.
Use marketing theory to explain the strategic components of a Placement strategy identified as relevant to your Case Study. Apply Case information to this theory and discuss how the chosen product range’s Placement strategy delivers its value proposition.
Use marketing theory to explain the strategic components of a Promotion strategy identified as relevant to your Case Study. Apply Case information to this theory and discuss how the chosen product range’s Promotion strategy communicates its value proposition.

Conclusion:
Based on your analysis of the chosen product range’s Marketing Mix, do you believe it sufficiently satisfies the needs of the target market? If yes, highlight those aspects of the Marketing Mix you believe to be particularly effective. If no, recommend changes to one or more of the 4P’s, which you believe would lead to greater satisfaction of the target market’s needs.

Reminders:
Focus ONLY on the marketing activities targeting end consumers (that is, NOT business-to-business marketing activities).
Focus ONLY on the marketing activities targeting Australian based consumers (that is, NOT consumers in international markets).
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.

Presentation and Submission:
Essay format using 12-point font with 1.5 or double line spacing.
Page numbers should be used.
Ensure that your name, student ID, unit code, Workshop time, tutor’s name (if applicable) AND word count (word count includes in-text citations but NOT the Reference List) are clearly marked on the first page.
The prescribed text (Grewal et al., 2021) plus SEVEN (7) academic references (peer-reviewed journal articles) must be used. All sources of Case information should be cited, but there is NO specified minimum or maximum number required.
Harvard Referencing style MUST be used.
If you are unable to submit your CSB for any reason, you MUST contact the Unit Coordinator to discuss options PRIOR to the submission deadline.

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, LO3
2	Apply marketing theories to analyse product strategy decisions.	LO1, LO3
3	Apply marketing theories to analyse pricing strategy decisions.	LO1, LO3
4	Apply marketing theories to analyse placement strategy decisions.	LO1, LO3
5	Apply marketing theories to analyse promotion strategy decisions.	LO1, LO3
6	Present in oral and written format analysis of marketing situations.	LO4

Assessment Task 3: Application Presentations

Task Description:

Select ONE (1) of the following businesses, and their product range from the list below. This business and product range 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.
·
·
·
·
You SHOULD:
Focus ONLY on the marketing activities targeting end consumers (that is, NOT business-to-business marketing activities).
Focus ONLY on the marketing activities targeting Australian based consumers (that is, NOT consumers in international markets).
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:

Refer to Assessment Description

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.	LO1, LO2
3	Analyse the marketing mix using fundamental marketing theories.	LO1, LO3
4	Present in oral and written format analysis of marketing situations.	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.