School of Marketing

Australian School of Business

MARK 1012 Marketing Fundamentals COURSE OUTLINE: SESSION 2, 2010

A letter from the Lecturer-in-charge: Mark 1012… … WxtÜ fàâwxÇàá jxÄvÉÅx àÉ à{x ytáv|Çtà|Çz ãÉÜÄw Éy ÅtÜ~xà|Çz4 g{|á vÉâÜáx ÉâàÄ|Çx áxàá Éâà à{x Åt|Ç ÜxÖâ|ÜxÅxÇàá tÇw zâ|wxÄ|Çxá yÉÜ Mark1012? à{x ztàxãtç vÉâÜáx |Ç ÅtÜ~xà|Çz tÇw tÇáãxÜá ÅÉáà Éy à{x Öâxáà|ÉÇá çÉâ Å|z{à {täx ÜxztÜw|Çz à{|á vÉâÜáxA lÉâ Åâáà Åt~x tÇ xyyÉÜà àÉ ytÅ|Ä|tÜ|áx çÉâÜáxÄy ã|à{ ã{tà |á wxàt|Äxw |Ç à{|á wÉvâÅxÇàM ÑÄxtáx Üxtw |à à{ÉÜÉâz{Äç tÇw vtÜxyâÄÄçA TÇç tww|à|ÉÇtÄ |ÇyÉÜÅtà|ÉÇ ÇÉà |ÇvÄâwxw |Ç à{|á wÉvâÅxÇà ;ÑtÜà|vâÄtÜÄç tuÉâà tááxááÅxÇà |ÇvÄâw|Çz à{x xåtÅ? Åt}ÉÜ ÑÜÉ}xvà< ã|ÄÄ ÉÇÄç ux vÉÅÅâÇ|vtàxw |Ç ÄxvàâÜxá tÇw àâàÉÜ|tÄá tá ãx ÅÉäx à{ÜÉâz{ à{x áxáá|ÉÇA [xÇvx? |à |á |ÅÑÉÜàtÇà yÉÜ çÉâ àÉ ;|< ÜxzâÄtÜÄç tààxÇw tÄÄ çÉâÜ ÄxvàâÜxá tÇw àâàÉÜ|tÄáN ;||< ä|á|à à{x BLACKBOARD ãxuá|àx yÉÜ à{|á vÉâÜáx tÇw ;|||< v{xv~ çÉâÜ âÇ|Åt|Ä tvvÉâÇà (i.e.z12345@student.unsw.edu.au) yÉÜ |ÅÑÉÜàtÇà ÇÉà|vxá vÉÇàt|Ç|Çz tww|à|ÉÇtÄ |ÇyÉÜÅtà|ÉÇA Tá t ÅtààxÜ Éy ÑÜ|Çv|ÑÄx? \ ÉÇÄç ÜxáÑÉÇw àÉ áàâwxÇà xÅt|Äá áxÇà yÜÉÅ à{x Éyy|v|tÄ âÇ| tvvÉâÇàáN vÉÜÜxáÑÉÇwxÇvx yÜÉÅ yahoo, hotmail, gmail xàvA tÜx àÉàtÄÄç |zÇÉÜxwA cÄxtáx ÇÉàx à{tà vÜxtà|Çz tÇ tàÅÉáÑ{xÜx Éy |ÇàxÄÄxvàâtÄ xåv|àxÅxÇà „ Éy vâÜ|Éá|àç? w|ávÉäxÜç tÇw wxutàx |á à{x }É|Çà ÜxáÑÉÇá|u|Ä|àç Éy à{x àxtv{|Çz áàtyy tÇw à{x áàâwxÇàáA lÉâ tÜx xåÑxvàxw àÉ vÉÇàÜ|uâàx àÉ ÄxtÜÇ|Çz uç ux|Çz ÑÜÉtvà|äx tÇw ÑÜxÑtÜxw àÉ á{tÜx çÉâÜ ä|xãá tÇw xåÑxÜ|xÇvxá ÜxÄtàxw àÉ vÉâÜáx àÉÑ|vá ã|à{ Éà{xÜáA j{|Äx \ {täx wxä|áxw áxäxÜtÄ tááxááÅxÇà àtá~á àÉ {xÄÑ çÉâ ÄxtÜÇ? |à |á âÄà|ÅtàxÄç çÉâÜ ÑxÜáÉÇtÄ ÜxáÑÉÇá|u|Ä|àç àÉ xÇáâÜx çÉâÜ ÉãÇ ÑÜÉzÜxááA lÉâ vtÇ tv{|xäx à{|á ÉÇÄç à{ÜÉâz{ t {|z{ ÄxäxÄ Éy xÇztzxÅxÇà? vÉÅÅ|àÅxÇà? tÇw à|Åx wxäÉàxw àÉ ÄxtÜÇ|ÇzA Y|ÇtÄÄç? t Çxã tÇw ãÉÇwxÜyâÄ ãÉÜÄw Éy ÅtÜ~xà|Çz tãt|àá çÉâA g{x àxtv{|Çz àxtÅ ãÉâÄw ux âá{xÜ|Çz çÉâ |ÇàÉ à{tà ãÉÜÄw ã{xÜx çÉâ ãÉâÄw zxà àÉ áxx ÅÉwxÜÇ ÅtÜ~xà|Çz |Ç tvà|ÉÇA UÜ|Çz çÉâÜ vâÜ|Éá|àç? Üxtw|Çxáá tÇw çÉâÜ Ñtáá|ÉÇ àÉ ÄxtÜÇ áÉ à{tà ãx vtÇ {täx t ÅxÅÉÜtuÄx }ÉâÜÇxç4 XÇ}Éç à{x vÉâÜáxA \ ÄÉÉ~ yÉÜãtÜw àÉ Åxxà|Çz çÉâ |Ç à{x ÄxvàâÜxá4
Mohammed A Razzaque
Mohammed A Razzaque PhD Associate Professor, School of Marketing Lecturer-in-Charge, MARK1012

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Table of Contents

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1. COURSE TEACHING TEAM 1.1 Communication with Staff 2. INFORMATION ABOUT THE COURSE

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2.1 Teaching Times and Locations 2 2.2 Units of Credit 2 2.3 Overview of the Course 2 2.4 Course Aims and Relationship of this Course to Other Courses 3 2.5 Student Learning Outcomes 3 3. LEARNING AND TEACHING ACTIVITIES 3.1 Approach to Learning and Teaching in the Course 3.2 Learning Activities and Teaching Strategies 4. LEARNING ASSESSMENT 4.1 Formal Requirments 4.2 Assessment Details 4.3 Assignment Submission Procedure 4.4 Late Submission 5. ACADEMIC HONESTY AND PLAGIARISM 6. COURSE RESOURCES 7. COURSE EVALUATION AND DEVELOPMENT 8. STUDENT RESPONSIBILITIES AND CONDUCT 4 4 5 6 6 6 11 11 11 11 12 12

8.1 Workload 12 8.2 Attendance 13 8.3 General Conduct and Behaviour 13 8.4 Occupational Health and Safety 13 13 8.5 Keeping Informed 8.6 Special Consideration and Supplementary Examinations 13 9. ADDITIONAL STUDENT RESOURCES AND SUPPORT 10. COURSE SCHEDULE

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* Thanks to Marion Burford, Tania Bucic and Gary Gregory of the School of Marketing for their help and contribution in developing this course outline.

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1. COURSE TEACHING TEAM
Mohammed A Razzaque
Tuesday 1100 – 1200 QUAD, Room 3017 9385 1435 ma.razzaque@unsw.edu.au

Lecturer in Charge:
Consultation time: Location: Contact ph: Email:

Tutoring staff (Tentative: you would be informed of changes, if any)

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Name: Consultation time: Location: Contact ph: Email: Name: Consultation time: Location: Contact ph: Email: Name: Consultation time: Location: Contact ph: Email: Name: Consultation time: Location: Contact ph: Email: Name: Consultation time: Location: Contact ph: Email: Name: Consultation time: Location: Contact ph: Email:

Ehsan Ahmed Fatima Johra TBA TBA QUAD 3050 Quad 3005 9385 3191 9385 2638 z3237481@student.unsw.edu.au z3202482@student@unsw.edu.au

Kang Kang Yu TBA QUAD 3043 9385 3384 kangkang@student.unsw.edu.au

Stephanie Huang TBA QUAD 3022 9385 2387 yimin.huang@unsw.edu.au

Han XIAO (Hazel) Meng Jie TBA TBA QUAD 3005 QUAD 3003 9385 2638 9385 3384 x.han@student.unsw.edu.au jie.meng@student.unsw.edu.au Nico Neumann TBA QUAD 3003 9385 2384 n.neuman@student.unsw.edu.au Ryan Miller TBA QUAD 3003 9385 2384 ryan.miller@student.unsw.edu.au Timo Leiter TBA TBA TBA Timo.Leiter@gmx.de Cathy XU TBA TBA TBA cy.xu@student.unsw.edu.au Cheng Qian TBA QUAD 3005 9385 2638 cheng@student.unsw.edu.au

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1.1 Communication with Staff

Your lecturer‐in‐charge and the tutor assigned to the tutorial session of your choice will be available for consultation at the specified times. If you need to contact your lecturer or tutor outside his/her posted consultation time, please send an email from your unimail address (z3xxxxx@student.unsw.edu.au) to the person or phone him/her with your question or organise an alternate and mutually suitable consultation arrangement. Please note that a staff member may not always be able to give an immediate response, so please respect their time constraints. Communications from other email addresses (yahoo, hotmail, gmail etc.) would be totally ignored.

To post any query that you might have or/and to initiate any course related discussion, go to the ‘Discussion Board’ of the Mark1012 ‘Blackboard’ site (www.telt.unsw.edu.au). Post your comments in the forum ‘Your Say’. I shall give my response in the forum titled ‘My Response’. This is useful for general issues that other students may also be having difficulties with. It also helps to keep the ‘message’ consistent. To access the Blackboard online support site for students, follow the links from www.elearning.unsw.edu.au to UNSW Blackboard Support / Support for Students. For additional technical support: Email: itservicecentre@unsw.edu.au; Ph: 9385 1333

2. 2.1

INFORMATION ABOUT THE COURSE
Teaching times and Locations

For updated information regarding lecture/tutorial times and locations, please refer to School of Marketing website: http://www.timetable.unsw.edu.au/current/MARK1012.html .

The lectures will be at the following times and locations: Monday: 930‐1100 in Mathews Theatre A Monday: 1600‐1730 in Rex Vowels Theatre

You MUST attend the lecture that you are registered in as seating capacity in each lecture theatre is limited.

You MUST enrol (if you have not done so yet) in tutorials via myUNSW.edu.au. This is the only way to do it. Note that you can ONLY attend the tutorial in which you are enrolled. Tutors CANNOT and WOULD NOT change your tutorials. Remember that work commitment is not accepted as a reason for non‐attendance or change of tutorial class. Tutorials start in Week 2 (i.e., Week starting on July 26, 2010) and conclude in week 13 (Week starting on October18, 2010).

2.2

Units of Credit

MARK1012 is a 6 credit point undergraduate subject. It is a core subject for the undergraduate marketing stream and has no pre‐ or co‐requisites.

2.3

Overview of the course

Marketing is concerned with the creation of ‘value’ and exchange of ‘values’ between marketers and their customers. This is reflected in its definition: marketing is the business function that determines customer needs, identifies target markets that the company can serve better than its competitors, designs marketing strategy and develops plans and programs to serve these markets effectively and efficiently. Since the basic purpose of business is to create customers, the

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way to grow a business is through marketing. This explains why marketing has often been equated with creativity and viewed as the most important function in business. Marketing is a dynamic and highly stimulating field of contemporary business studies and in this course you will be exposed to the “language of marketing” used by marketing managers, scholars and researchers.

2.4

Course aims and Relationship of this course to other courses

The aim of MARK1012 is to provide you with an introduction to marketing concepts and explain the role of marketing in modern organisations and in the society. It intends to demonstrate to you how marketing contributes towards value creation by outlining the knowledge you would require to have as a marketing manager and explaining how you can apply that knowledge in real life business situations and problem solving. In this process, you will be introduced to factors that influence marketing decision making in the firm and various frameworks used to conduct the activities constituting the organisation’s marketing function. In other words, the course intends to lay the foundation for understanding marketing as a business function by showing you where it fits within the organization and how. In addition, the course would prepare you for further study across the broad spectrum of product, service, ideas, consumer, business‐to‐business, international and social marketing. These aims can only be fulfilled through a joint effort. While the teaching team would work towards stimulating your interest and learning, you must be proactive and take initiative to get involved in a program of self‐ and group‐study. Mark1012 is the first course that you must enrol in if you intend to graduate with a ‘Marketing Major’. This course is a prerequisite for all advanced marketing courses: Consumer Behaviour (MARK2051); Marketing Research (MARK2052); Marketing Communications and Promotions Management (MARK 2053); Market Analysis (MARK 2054); Services Marketing and Management (Mark2055): International Marketing (MARK3071); Distribution and Service Management (MARK 3081) and Strategic Marketing Management (MARK 3082) the capstone course. Please be advised that the general education subject, Introduction to Marketing (GENC 6001), is NOT a substitute for Mark 1012.

2.5 Student Learning Outcomes (SLO) MARK1012 has a number of student learning outcomes (SLO) which relate to various graduate attributes of the Australian School of Business. Successful completion of this course should result in these outcomes. More specifically, you should: 1. have acquired an overall working knowledge and understanding of some of the basic theories, concepts and principles of the marketing discipline and the approaches and tools used by marketing decision makers;

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2. be able to identify various internal and external factors that influence the marketing function of the firm in today’s fast changing environment; 3. be able to understand the importance of customer orientation and how an integrated application of marketing tools can foster profitable exchanges with target customers; 4. have developed intellectual skills, particularly the ability to think critically; evaluate key theories and compare and contrast them; 5. have developed analytical skills and demonstrated the use of those skills in analysing real life problems, making decisions with respect to various marketing situations; and 6. have developed the ability to work with other people and effectively communicate with them; and organize individual and group work to meet deadlines.

SLO 1 relates to the knowledge component of this course and pick up on the discipline‐ oriented ASB graduate attributes 5; scholarly enquiry, and discipline knowledge. SLOs 2 , 4 and 5 are based on skill‐development and will help in enhancing ASB graduate attribute attributes 1, 4 and 6; thinking, independent learning, reflecting and literacy skills. The group tasks introduced in this course further address skill development in the last four of the ASB graduate attribute, 3; teamwork and leadership. Finally, SLO 3 relates to ASB graduate attribute, 6. For a full description of ASB Graduate Attributes, please see http://wwwdocs.fce.unsw.edu.au/fce/EDU/unsw_and_asb_graduate_attributes.pdf Please refer to Table 4.2 (p.9) to see how the SLOs correspond to various assessment modes.

3.

LEARNING AND TEACHING ACTIVITIES

3.1 Approach to learning and teaching Since Marketing Fundamentals is the introductory, gateway course of the School of Marketing, it has been structured to help you gain a thorough understanding of the basic concepts of the discipline. Marketing managers need many skills to meet the various challenges involved in the creation and exchange of ‘value’. They need to be flexible, creative, innovative and thorough; they must acquire the ability to work cooperatively, as the delivery of a ‘product’ requires both coordination and collaboration from within the organization and with other external players and actors in the market and its environment. The course has been structured to help develop and hone skills required “to create (and retain) a customer”.

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The learning environment emphasises (i) the development of a conceptual understanding of marketing, and (ii) application of this understanding through experiential learning activities. The lectures, tutorials and assessment tasks are designed to explore topics from different perspectives leading to a depth of understanding of core marketing concepts and current issues. You are encouraged to prepare through observation, additional reading, and actively searching for and accessing information on the topics discussed; to become more aware of and attuned to the environment, i.e., the world around you from a marketing perspective; to work cohesively within your tutorial group; and to plan and execute the various assessment tasks. These are generic skills that will help you with your future marketing subjects where there is a strong emphasis on team work and experience‐based learning. Student involvement

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in class activities has a strong link to favourable learning outcomes; active participation and a positive attitude are highly desirable.

3.2 Learning Activities and Teaching Strategies

Each student is expected to attend one 1.5 hour lecture and one 1.5 hour tutorial per week throughout the entire semester (12 weeks). Please check the ‘Course Schedule (p. 17 of this document) for the actual lecture and tutorial dates.

Presentation of basic concepts/theories through formal lectures, discussion in tutorial sessions and student work constitutes the primary mode of instruction. Lectures will provide frameworks for exploring the scope of marketing and various marketing concepts and theories supported with examples; it will be the main source of information relating to assessment. You are expected to supplement and complement the formal lecture/tutorial materials by reading, thinking, discussing and debating, and by writing material.

The tutorials are designed to encourage a high level of student involvement. They enable you to explore and discuss the more challenging concepts, to become fluent in the use of marketing jargon and to learn through your own and class mates’ experience, examples and research efforts. The tutorials will not be a repeat of the lecture. Your tutors will facilitate your learning through face‐to‐face interaction with you. Formal and informal discussion in the tutorial sessions, quizzes and writing assignments and collaborative activities such as group work and presentations will help you integrate, synthesize, and present material. In short, tutorials will enable you to further engage with your peers and tutors to improve your group‐ work and presentation skills through serious discussion and case presentations.

To maximize learning, you are expected to have read the prescribed material (e.g. text chapters), prior to attending lectures and tutorials, and to have made note of any questions and any examples from the media or your own experience that you can bring up in for discussion. Remember that textbooks only provide the basic framework and give a good sound start for you further reading. So you need to read widely to supplement and update the text material.

The assessment scheme has been designed to support your active involvement in this subject. You are expected to complete a group project that links to the theoretical material introduced in lectures. You are required to build your knowledge through application of the principles you have learnt in this course. There is also ongoing tutorial group work; remember, you will NOT be able to just ‘last‐minute’ cram for this subject!

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4.

LEARNING ASSESSMENT

4.1 Formal Requirements
In order to pass this course, you must: achieve a composite mark (i.e., sum of marks in ALL assessment components) of at least 50; attend at least 80% of all lectures and tutorials (as per university regulations) and actively participate in tutorials; perform satisfactorily in the assessment components, i.e., midterm, class participation, and case presentation. obtain at least 50% (i.e., 12.5 out of 25) in the major project component; obtain at least 45% (i.e., 22.5 out of 50) in the Final Exam component. This is very important: if you have a composite mark of 50 or more, but your score in the ‘Final Exam’ component is less than 45% and your final project mark is less than 50%, an UF grade (Unsatisfactory Failure) will be awarded to you.

4.2 Assessment Details

Table 4.2 below presents the formal assessment scheme for MARK1012. The table gives details of the various assessment components or tasks; how each task addresses the various learning outcomes (SLOs); their links to the ASB graduate attributes and explains how each assessment will be judged.

MARK 1012 ‐ The Assessment Scheme Table 4.2

(No. of words/Time)

Weight of each task

Type of task

ASSESSMENT TASKS
Group Case Presentation In Tutorials General participation in tutorials

Student Learning Outcomes assessed 1 to 6 1 to 6 1 to 5 1 to 6

ASB Graduate Attribute assessed 1, 2, 4 to 6 1, 2, 4 to 6 1, 2, 4 to 6 2,3, & 5

Scheduled/ Due Date

8% 4% 8% 25%

Group Individual Individual Group

Length

600 words/ 20 minutes 45 minutes Stage 1: 1500 words (20% of 25%) Stage 2: 3000 words (80% of 25%) N/A 2 hours

Weeks 2,3,4 Weeks 8,9,10 Throughout the course Week 6 Week 5, Week 12, to be advised Formal UNSW Exam period

Mid semester quiz Major Project
(2 stage submission)

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Final Examination (End of semester)

50%

Individual

1 to 5

1, 2, 4 to 6

6

Research Participation

5%

Individual

3, 5

2,6

Please note that from time to time, additional informal assessment tasks such as group activities in tutorials and lectures; practice exam questions; literacy, writing and research tasks may be assigned to you. These are aimed to allow you to develop skills in certain areas before having to submit your work for formal assessment or marking. These assessment tasks, which will not attract a mark, are just as important for your learning.

4.2.1 Tutorial Activities

The various components of the assessment scheme will ensure that you gain adequate knowledge about marketing concepts/theories; enhance your critical analysis skills and problem solving abilities; and develop communication skills. You need to actively participate throughout. While you would be encouraged to speak within the tutorial group, you will often be asked questions even in the formal lecture. These will help you improve your presentation and public speaking skills.

In week 2 in your tutorial, you will be divided into five groups (with five students in each group). You must be present on that day; otherwise (i.e., if you are absent) you will be randomly allocated into one of the groups. Cross‐tutorial groups will NOT be permitted; i.e., you are NOT permitted to form groups across classes. Also note that there will be no changes to groups at any point, or for any reason whatsoever, after Week 3.

In your group, you will be required to:

(i)

Present a topic‐related case study to your class (25 minutes): develop a two‐page referenced case summary; and submit a copy of the presentation (i.e., overheads used.) Lead the class discussion (in a separate week): briefly review any difficult topic‐related issues or concepts; and then open up opportunities for the class to actively join in a discussion of the discussion questions. A single page summary to be handed to the tutor.

(ii)

For further details about (i) and (ii) above, see the Course Outline: Table 10.1 for Tutorial Activities.

Please note that every group member will have to speak during presentations and discussions. So your tutor is a guide and mentor. The tutorial is NOT a mini‐lecture; it is a time for clarification, practice, interaction and reflection. There will be time allocated in earlier tutorials to workshop how to approach case presentations. It is worth noting that class involvement is an important aim of these tutorials.

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Please note that you will only be given a letter grade (e.g., DN, HD, CR PS, FL), not a numerical mark for these activities as they form part of your overall tutorial mark. Your final tutorial grade given at the end of session will reflect: the group grade for the case, your overall contribution to the case presentation; effort in leading the discussion; individual effort in any informal assessment tasks; participation in tutorial discussions in general; as well as tutor observation of other aspects of class participation. This means that NOT EVERYONE in the group will receive the same mark. Co‐operation and collaboration are encouraged.

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The marking criteria that will be applied for tutorial assessments are as follows:

(a) Group Case Presentation:

Content (contributes around 70 % to the case grade) • Succinct overview of the case situation (use the case questions listed in the weekly schedule in the Tutorial Guide) • Elaboration of options or solutions to the issues arising (note not just one ‘answer’) • Evidence of further research to more fully understand the case / solutions, including a update on the current situation (if a ‘real’ scenario and if available) • Clear argument for the recommended solution of the case • Assignment Cover Sheet (signed by each group member), case summary: overview, options and recommendation (600 words, appx. 2 pages, correctly referenced, identify just group’s names on this summary, not their student numbers) and separate reference list. Hand‐in to tutor on the day of presentation also provide a copy of the two pages for each class member. The limit of two pages (one page double sided) will be strictly adhered to.

Presentation (around 30 % of the case grade) • Equal sharing of the presentation amongst group members • Engaging the audience – involvement, interest and relevance • Clarity of any visual aids used (avoid lots of reading as audience will switch off) • Acknowledgement of sources of information • Time management (overall, and for each presenter – so practice before hand) • Copy of Presentation Plan (one page; student names, timing. roles etc. for tutor)

Comments may be provided by the tutor on • things that were done well, created interest or were different, • things that may need to be improved and • written material; clarity (so readable and clear, referencing using Harvard style). If you are not present when you are scheduled to present your case or help to lead the discussion, you will receive zero for this piece of assessment. ALL students should come prepared for every tutorial as

your active participation is required. Table 4.3 presents the marking criteria for the case study.

(b) Individual Tutorial Participation

•

• • • •

Attend all tutorial classes (arrive on time and do not excuse yourself before the class is complete). Take note of the formal 80% minimum attendance requirement of the university. If you do not achieve this you will be prevented from sitting the final exam in accordance with university guidelines. Join in discussions: bring examples from your own experience Listen attentively to the individual or group who has the ‘floor’. Complete all formal and informal tasks on time The level of general participation will moderate the group grade for the case presentation and the discussion.

4.2.2 Mid Semester Quiz and Final Exam

this quiz. However, if you miss the quiz for medical reasons, your final exam would account for 58%, NOT 50%. You must produce a medical certificate to your tutor

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During week 6, a quiz will be run in the tutorial class. This will cover the first five weeks of lecture material. The quiz is worth 8% of your overall mark. Please note that there will be NO re‐scheduling of

Table 4.3
SAMPLE MARKING CRITERIA Presentation Checklist and Feedback Sheet

Group Number:_______ Date:____/____/____ Grade:___

The ticks below indicate your standing with regard to each statement. A tick in the extreme left box means that the statement on the left is true and therefore is of high distinction quality. The boxes from left to right are abbreviated by HD (for high distinction), DN (for distinction), CR (for credit), PS (for pass) and FL (for fail) respectively. Ticks to the left within a box are better than ticks to the right.
HD DN CR
85­100 75­84 65­74

PS
50­64

FL