MKTG100 Marketing: Creating and Capturing Customer Value,MKTD207 Marketing Toolkit
150 hours over a twelve-week semester or equivalent study period
Unit rationale, description and aim
Marketing is a multi-faceted activity. It is a part management function, part creative function and part scientific or analytical function. This unit provides the scaffolding that bridges the core principles of markets and marketing covered in the foundation unit and the study of marketing as a discipline in a more in-depth way. The Unit is taught from the perspective of a Marketing Manager who makes decisions about products in the marketplace, and who utilises tools in order to make these decisions. Students are introduced to these tools, many of which contribute to the design and implementation of a marketing mix (the core ingredient of marketing strategy). As such the unit focusses on the managerial aspects of marketing such as, market research, brands, pricing, distribution, marketing channels, and the marketing of services. The unit incorporates discussion about the principles of producing goods and services that add authentic value and promote responsible stewardship over resources, recognise responsibility for the common good, the environment and society.
The aim of this unit is to provide students with knowledge and understanding of the key concepts, practical tools and practices of marketing. The unit provides a strong foundation to marketing practice and allows students to build on these foundations in higher level marketing units.
|Learning Outcome Number||Learning Outcome Description|
|LO1||explain the nature and contribution of the marketing function to organisational success, including the role and conduct of marketing staff|
|LO2||analyse the role of the marketing mix elements in creating successful marketing campaigns for both physical goods and services|
|LO3||discuss the use of sustainable resources to produce authentic products and services for individuals, society and the environment|
|LO4||examine the nature and processes of market research and the role of data and evidence-based marketing decisions|
Topics will include:
- managing marketing and the role of marketing managers
- understanding customers and the marketplace through market research
- supply chain management
- approaches to pricing and pricing strategies
- researching key differences and challenges in marketing services
- sustainable resources and products for individuals, society and the environment
- ethics and marketing practice.
Learning and teaching strategy and rationale
Learning and teaching strategy is based on student engagement in the learning process by participation in workshops or equivalent and practical activities designed to reinforce learning. Workshops or equivalent activities support students to actively participate in the construction and synthesis of knowledge both individually and in small groups. This unit – as a Gatekeeper of marketing major- takes an active learning approach to guide students in the development, knowledge and processes utilised by marketing managers who make decisions about products in the marketplace, and who utilise tools in order to make these decisions. The learner is able to explore the knowledge base underpinning fundamental marketing theory, concepts and practices in a series of workshops or equivalent and practical activities. These workshops or equivalent and practical activities are designed to support students to actively participate in the development of their knowledge, both individually and in groups. By participating in these workshops or equivalent and practical activities, students will develop an understanding of the different types of marketing approaches, and the key activities performed by marketers. This unit takes a collaborative learning approach through a series of lectures (Pre-recorded and live/on-campus), discussions and examples. This approach is designed for students to develop critical and reflective skills in an independent and group environment.
Mode of delivery: This unit is offered in different modes to cater to the learning needs and preferences of a range of participants and maximise effective participation for isolated and/or marginalised groups.
In an attendance mode, students will require face-to-face attendance in specific physical location/s. Students will have face-to-face interactions with lecturer(s) to further their achievement of the learning outcomes. This unit is structured with required upfront preparation before workshops, most students report that they spend an average of one hour preparing before the workshop and one or more hours after the workshop practicing and revising what was covered. The online learning platforms used in this unit provide multiple forms of preparatory and practice opportunities for you to prepare and revise.
In a blended mode, students will require intermittent face-to-face attendance determined by the School. Students will have face-to-face interactions with lecturer(s) to further their achievement of the learning outcomes. This unit is structured with required upfront preparation before workshops. The online learning platforms used in this unit provide multiple forms of preparatory and practice opportunities for you to prepare and revise.
In an online mode, students engage in asynchronous learning and participate in the construction and synthesis of knowledge, while developing their knowledge. Students are required to participate in a series of online interactive activities to enhance their learning including knowledge checks, discussion boards and self-paced exercises. This approach allows flexibility for students and facilitates learning and participation for students with a preference for virtual learning.
This unit uses an active learning approach to support students in the exploration of knowledge essential to the discipline. Students are provided with choice and variety in how they learn. Students are encouraged to contribute to asynchronous weekly discussions. Active learning opportunities provide students with opportunities to practice and apply their learning in situations similar to their future professions. Activities encourage students to bring their own examples to demonstrate understanding, application and engage constructively with their peers. Students receive regular and timely feedback on their learning, which includes information on their progress.
Assessment strategy and rationale
In order to pass this unit, students are required to demonstrate mastery of all learning outcomes and achieve an aggregate mark of at least 50%. Marking of each assessment task will be in accordance with a rubric specifically developed to measure student level of achievement of the learning outcomes for each assessment item. A final grade will be awarded reflecting the overall achievement in the unit.
Assessment 1 is designed to determine the extent to which students understand and appreciate the function of marketing in the organisation and the role of marketing professionals inclusive of ethical considerations enumerated in professional codes of conduct.
Assessment 2 is designed to determine the extent to which students understand and appreciate the rudiments of marketing through combination of engagement in the unit via in-class activities, discussion board questions, responses to postings and evidence of successful engagement in online asynchronous activities.
Assessment 3 is designed to assess the understanding students have developed of the integration of key elements of the marketing mix. Students will be expected to analyse the strategy as a whole and identify gaps and inconsistencies. The company or campaign to be assessed will be provided by the lecturer. Then students develop an appropriate market research strategy to enable the organisation to make evidence-based decisions.
Academic integrity will be assured by determining different contexts for the assessment each semester., For example, the position description may be for a not for profit, government, service sector or start up organisation. Each of these requires different marketing skillsets within the broad definition of marketing functions.
Overview of assessments
|Brief Description of Kind and Purpose of Assessment Tasks||Weighting||Learning Outcomes|
Assessment Task 1:
Students would be required to develop a position description for a Marketing Manager’s position which highlights 5 key functions of the marketing manager. This assessment should reflect the professional standards and code of conduct of marketing professionals
Length: Position purpose plus 5 criteria with an explanation of 100-150 words as to why that criterion is in the description
Total length: 1000 words.
Submission Type: Individual
Assessment Method: Report
Artefact: Written Position Description
Assessment Task 2: Portfolio of Engagement
From weeks 2-11, students will actively participate in online discussion forums and online and in class activities. Assessment 2 will cover students’ active participation in class, the forums and online activities. Students will be evaluated on a combination of engagement in the unit via discussion board questions, responses to postings and evidence of successful engagement in online asynchronous and in class synchronous activities.
Submission Type: Individual
Assessment Method: online and in-class engagement and completion of regular learning tasks
Artefact: Portfolio evidencing engagement
Assessment Task 3:
Students would be required to write a marketing intelligence report. Students would be required to critique the marketing approach adopted by the client respect to its products, pricing, distribution, and communication. The outcome is to identify gaps in the marketing strategy where the company would benefit from further information. Then students would be required to present a research proposal that would assist them in addressing one of the shortcomings of client’s marketing practices as identified.
Total Length: 2000 words
Submission Type: Individual
Assessment Method: Report
Artefact: Written Proposal
Representative texts and references
Armstrong, G, Adam, S Denize, S Volkov, M and Kotler, P 2018, Principles of Marketing, 7e, Pearson Australia.
Elliott, G, Rundle-Thiele, S, Waller, D, Smith, S, Eades, E, and Bentrott, I 2020, Marketing, 5th Edition, John Wiley & Sons Australia.
Pride, WM, Ferrell, OC, Lukas, BA, Schembri, S, Niininen, O and Casidy, R 2021, Marketing Principles, 4th edition Asia-Pacific Edition, Cengage
Current Scholarly articles
Hydock C, Chen Z & Carlson K, 2020 Why Unhappy Customers Are Unlikely to Share Their Opinions with Brands. Journal of Marketing, Nov, Vol. 84 Issue 6, p95-112.
Lee, H, Lalwani, A K & Wang, J J. 2020 Price No Object!: The Impact of Power Distance Belief on Consumers' Price Sensitivity Journal of Marketing, Nov, Vol. 84 Issue 6, p113-129.
Morgeson III F V, Hult, G T M, Mithas, S, Keiningham, T & Fornell, C. 2020, Turning Complaining Customers into Loyal Customers: Moderators of the Complaint Handling–Customer Loyalty Relationship. Journal of Marketing Sep, Vol. 84 Issue 5, p79-99.
Vomberg, A, Homburg, C & Gwinner, O 2020 Tolerating and Managing Failure: An Organizational Perspective on Customer Reacquisition Management. Journal of Marketing Sep2020, Vol. 84 Issue 5, p117-136.
Kessari, M, Joly, C, Jaouen, A, & Jaeck, M 2020 Alternative food networks: good practices for sustainable performance. Journal of Marketing Management. Nov, Vol. 36 Issue 15/16, p1417-1446
Ozdamar, E Z, Atik, D, & Murray, J 2020 The logic of sustainability: institutional transformation towards a new culture of fashion. Journal of Marketing Management. Nov, Vol. 36 Issue 15/16, p1447-1480.
Wilson, J A J 2020 Understanding branding is demanding... Journal of Marketing Management. Oct2020, Vol. 36 Issue 13/14, p1178-1189
Simpson, B, Schreier, M, Bitterl, S & White, K 2021 Making the World a Better Place: How Crowdfunding Increases Consumer Demand for Social-Good Products. Journal of Marketing Research. Apr, Vol. 58 Issue 2, p363-376
Zhou, C, Albuquerque, P & Grewal, Rajdeep 2021 Competition and Firm Service Reliability Decisions: A Study of the Airline Industry Journal of Marketing Research. Apr, Vol. 58 Issue 2, p377-399.
Ng, S, Faraji-Rad, A, & Batra, R 2021 Uncertainty Evokes Consumers' Preference for Brands Incongruent with their Global–Local Citizenship Identity Journal of Marketing Research. Apr, Vol. 58 Issue 2, p400-415.