BMA506 FOUNDATIONS OF MARKETING

Semester 1, 2012

Teaching Team: Dr Stuart Crispin

CRICOS Provider Code: 00586B

Contact Details

Unit Coordinator: Campus: Room Number: Email: Phone: Skype: Consultation Time:

Dr Stuart Crispin Hobart and Launceston Com308 (H)/A240 (L) Stuart.Crispin@utas.edu.au (+61 3) 6324 3140 scrispin By Appointment I will be in Hobart Monday to Wednesday, and Launceston every Thursday. I am unavailable on Friday.

Contents

Contact Details Page 2 Unit Description . Page 4 Intended Learning Outcomes and Generic Graduate Attributes. Page 5 Learning Expectations and Teaching Strategies Approach .. Page 7 Learning Resources .. Page 8 Details of Teaching Arrangements Page 10 Assessment Page 11 Submission of Coursework . Page 15 Academic Misconduct and Plagiarism .. Page 16 Study Guide . Page 17 Study Schedule Page 18

Unit Description
Effective marketing comes from systematic critical thinking and the reasoned application of underlying principles in a dynamic marketplace. This course will provide the principles and analytical frameworks and challenges you to use these to make better marketing decisions. You should finish this unit with a strong sense of how to market goods, services, experiences, people and places, and with a solid understanding of why thinking like a marketer and thinking about marketing with a social conscience is crucial to the survival of any organisation today. Whether you are applying for a job with a consumer goods firm, or in business-to-business marketing, or in a museum; whether you are seeking a better way to market your companys products, or seeking private or government funding; or a way to convince people to give up a dangerous habit or offensive traditions such as child labour, you will be more than successful if understand what marketing is, how it works, and the effects it can have upon people and society. Unit Content The emphasis in this unit will be on the interpretation and meaning of marketing concepts at a macro-level, rather than in-depth training in specialised marketing tactics and techniques. As such, this unit establishes a foundation for subsequent in-depth marketing units and provides an understanding of the application and role of marketing within the broader business environment. The Goal of the Unit Your goal for this unit will is to develop an understanding of marketing at the macro-level. Our goal is to stimulate you in this process. Specifically, the unit will focus on developing your knowledge and skills in the application of advanced frameworks, concepts and methods for marketing decision making in a dynamic marketplace. The unit introduces numerous marketing concepts that will be built upon in other postgraduate marketing units.

Pre-Requisite/Co-Requisite Unit(s)
N/A

Enrolment in the Unit

Unless there are exceptional circumstances, students should not enrol in BMA units after the end of week two of semester, as the School of Management cannot guarantee that: any extra assistance will be provided by the teaching team in respect of work covered in the period prior to enrolment; and penalties will not be applied for late submission of any piece or pieces of assessment that were due during this period.

Intended Learning Outcomes and Generic Graduate Attributes

Learning Outcomes
In this unit students will learn:

Assessment Criteria:
In assessing the learning outcome students will need to: Identify the marketing roles in an organisation.

Assessment Methods
Essay, Test

Graduate Attribute Outcomes

The assessment items for this unit have been designed to develop the following graduate attributes in students:
Knowledge (1) - Basic, broad marketing knowledge and a limited ability to apply this knowledge to real-world marketing situations. Problem solving (1) - The ability to think logically and use marketing related theories, models and methods. The ability to locate and utilise marketing-relevant information from a diverse range of sources in a timely manner. Communication (1) - Written communication skills, including the ability to use academic sources to develop and present a well-reasoned argument in a logical and coherent manner. Social responsibility (1) - An awareness of societal expectations of marketing and the responsibility of marketers to society.

Marketings role in an organisation and society:

Identify the positive and negative impacts of marketing on society.

Essay, Test

Discuss marketings role in organisations and society.

Essay, Test

Define marketing relevant data. Identify primary and secondary data sources and gather marketing relevant data. Apply evaluative criteria to data to determine data quality.

Case analysis, Test

Case analysis, Test

How to find and use marketing relevant data:

Case analysis, Test

Use marketing relevant data in decision making.

Case analysis, Test

Identify and define the drivers of consumer behaviour. Broad knowledge of the principles, strategies and elements of marketing: Identify and define the stages in the process of segmentation, target marketing and positioning. Discuss the functional and strategic role of the marketing mix.

Case analysis, Test

Case analysis, Test

Case analysis, Test

Discuss the role and function of the marketing plan. Discuss the concept of customer value and the role of marketing in creating customer value. Discuss the role and function of branding in marketing. Apply marketing theory to the not-for-profit and government sector. Introductory knowledge of the contemporary issues in marketing: Identify the different social media available to marketers and discuss their role in communicating with stakeholders. Discuss the role of strategic marketing planning, and the process involved in developing marketing strategy.

Case analysis, Test

Test Exam Exam Exam

Exam

Learning Expectations and Teaching Strategies/Approach

On completion of this unit, you should be able to:

Describe the role of marketing in the organisation and society. Identify the fundamental principles of marketing and how they apply to organisations. Identify the elements of the marketing mix. Critically analyse marketing situations and evaluate marketing strategies.

In order to achieve these learning outcomes, the unit has been designed around a thirteen (13) week study schedule incorporating four (4) learning modules. Content will be delivered via recorded lectures, additional readings, self review questions, voluntary study workshops in Hobart, Launceston and Burnie, and special online discussions through web conferencing and MyLO for isolated, interstate and overseas students. The Universitys MyLO (My Learning Online) system will be used as the central platform for posting and accessing resources and learning material. The assessment of the learning outcomes will take place via four (4) assessment items. For more information on the material covered by each module, refer to the Study Schedules available via the Learning Hub icon on the BMA506 MyLO home page. Students will need to access all the learning material for this course via MyLO. Note that not all the learning materials will be available at the start of the semester. Recorded lectures, for example, will not be available until the Monday morning of each new week.

Expectations
The University is committed to a high standard of professional conduct in all activities, and holds its commitment and responsibilities to its students as being of paramount importance. Likewise, it holds expectations about the responsibilities students have as they pursue their studies within the special environment the University offers. The Universitys Code of Conduct for Teaching and Learning states: Students are expected to participate actively and positively in the teaching/learning environment. They must attend classes when and as required, strive to maintain steady progress within the subject or unit framework, comply with workload expectations, and submit required work on time.

Occupational Health and Safety (OH&S)

The University is committed to providing a safe and secure teaching and learning environment. In addition to specific requirements of this unit you should refer to the Universitys policy at: http://www.admin.utas.edu.au/hr/ohs/pol_proc/ohs.pdf.

Learning Resources

Prescribed Text
The prescribed textbook for this unit is: Pride, WM, Ferrell, OC, Lukas, BA, Scembri, S & Niininen, O, 2012, Marketing principles: Asia Pacific edition, Cengage Learning, Melbourne. In addition, a number of supplementary readings will be made available to students during the course of the semester. These can be accessed from the Library folder in the Learning Hub on the MyLO page for this unit.

Recommended Texts
Outlined below are a number of other texts that will support your learning in this unit. You can access these from the UTAS library. You may also be able to access some of these books electronically from online sources such as Google Books. Czinkota, MR et al, 2000, Marketing best practices, Dryden Press, Orlando. Evans, D 2008, Social media marketing: An hour a day, John Wiley & Sons, Hoboken, NJ. (eBook) Hackley, C 2009, Marketing: A critical introduction, Sage Publications Ltd, London. (eBook) Klein, N, 2001, No logo, Harper Collins Publishers, London. Lamb, CW, Hair, JF & McDaniel, C 2000, Marketing, 5th edn, South-Western College, Sydney. Miller, KE, Stanton, WJ, & Layton, RA 2000, Fundamentals of marketing, McGraw-Hill, Sydney. Parsons, E & Maclaran, P 2009, Contemporary issues in marketing and consumer behaviour. Elsevier Science & Technology Books, San Diego. (eBook) Perreault, WD & McCarthy, EJ 2004, Basic marketing: A global-managerial approach, 15th edn, McGraw-Hill Irwin, New York. Pride, W, Rundle-Thiele, S, Waller, D, Elliot, G, Paladino, A, & Ferrell, O 2007, Marketing: Asia Pacific edition, John Wiley & Sons, Milton, QLD. Quart, A 2003, Branded: The buying and selling of teenagers, Arrow, London. Quester, P, Neal, C, Pettigrew, S, Grimmer, M, Davis, T & Hawkins, D 2007, Consumer behaviour: Implications for marketing strategy, 5th edn, McGraw-Hill, Sydney. Reed, P 2003, Strategic marketing planning, Thompson, Southbank, Victoria. Salzman, M, Matathia, I, & OReilly, A 2003, Buzz: Harness the power of influence and create demand, John Wiley & Sons, New Jersey.

Scott, D 2010, The new rules of marketing and PR: how to use social media, blogs, news releases, online video, and viral marketing to reach buyers directly, John Wiley & Sons, Hoboken, NJ. (eBook) Summer, J 2003, Essentials of marketing, Nelson, Melbourne.

Journals and Periodicals

For your studies it is essential that you become familiar with the key academic journals in the marketing discipline. We suggest you use the eJournal link on the Library website to access the following: Australasian Marketing Journal European Journal of Marketing Journal of Marketing Journal of the Academy of Marketing Science Journal of Marketing Research Journal of Marketing Theory and Practice

It is also advised that you read publications such as Marketing Magazine, B&T, AdNews, and Business Review Weekly (BRW), or subscribe to their electronic newsletters and email updates.

Useful Websites
Students should also check out the following websites and blogs for up to date information and opinions on marketing: www.ami.org.au www.marketingmag.com.au/blogs www.branddna.blogspot.com www.mokumarketing.com/blog www.crikey.com.au www.mumbrella.com.au

My Learning Online (MyLO)

MyLO software has been incorporated into the delivery of this unit to enhance the learning experience by providing access to up to date course materials and by allowing for online discussion through this web based environment. To access MyLO from your own computer you will need the appropriate software, and hardware to run that software. See Learning Online at http://uconnect.utas.edu.au/ for computer software you will need. Note: Older computers may not have the hardware to run some of the required software applications. Contact your local IT support person or the Service Desk on 6226 1818 if you experience difficulties. The School of Management has prepared a MyLO Information Sheet which 9

includes access guidelines and contact information. It is available to download as a word document from the School of Management website at http://www.utas.edu.au/mgmt/student.htm. Privacy Policy and Notice The School of Management takes the utmost care to protect the privacy and security of your personal information and to ensure its accuracy. If you have any concerns about your privacy in MyLO please contact the coordinator of this unit or view the University of Tasmania MyLO Privacy Policy Statement available from the university website at http://www.utas.edu.au/coursesonline/privacy.htm.

Details of Teaching Arrangements

As previously stated, the unit has been designed around a thirteen (13) week study schedule incorporating four (4) learning modules. Content will be delivered via recorded lectures, additional readings, self review questions, voluntary study workshops in Hobart, Launceston and Burnie, and special online discussions through web conferencing and MyLO for isolated, interstate and overseas students. The Universitys MyLO (My Learning Online) system will be used as the central platform for posting and accessing resources and learning material. The assessment of the learning outcomes will take place via four (4) assessment items.

Lectures
There will be a series of 13 lectures for this unit. These lectures are pre-recorded, and will be made available to students on a weekly basis, with access available from 9.00am on the Monday morning of each new week. For example, the lecture for week one will be available from 9.00am on Monday 27 February, while the lecture for week 2 will be available from 9.00am on Monday 5 March. This lecture series will provide the backbone of the unit, with the material covered in the lectures developed in more depth in the relevant text chapters and support readings. Voluntary Study Workshops In addition to the materials available through MyLO, I will also be running support workshops throughout the course of the semester. These workshops are designed to briefly review some of the concepts covered in the lectures and readings, and to provide advice about completing assessment items. Attendance at these workshops is voluntary, however attendance at the first workshop is strongly recommended for students in Hobart, Launceston and Burnie. For isolated, interstate and overseas students I will be in touch with you individually. Students who are unable to make workshops will be provided with the material covered. Details of the study workshops are as follows: Hobart Burnie Launceston Monday 5.00pm to 7.00pm weeks 1, 3, 7, and 13 of semester. Wednesday 5.00pm to 7.00pm weeks 1, 3, 7, and 13 of semester. Thursday 5.00pm to 7.00pm weeks 1, 3, 7, and 13 of semester.

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Study Guide To further provide structure to your learning, the unit is supported by a study guide. The study guide will outline the topics covered in each learning module, identify the readings linked to each module, and has a series of self directed learning activities designed to help you review your progress with the unit. The study guide can be accessed from the Learning Hub on the MyLO homepage for this unit. If you would like feedback on your progress with the self directed learning activities then you can submit your answers through MyLO. To do this, click on the Assessment folder on the MyLO homepage for this unit, and then click on the Self Directed Learning Activities icon to access the relevant drop-box. I will endeavour to review your answers within one week of submission, with feedback provided to you via the same drop-box.

Communication, Consultation and Appointments

How do you find out important information about this unit? In addition to the unit outline, I will communicate important information to you through recorded lectures and the Announcements section of the MyLO site. It is important that students check MyLO and their UTAS email accounts regularly I suggest at least three times a week. Students may also post their own discussion or questions on the Q&A blog in MyLO. If you would like to talk to me one-to-one, then you can either send me an email or give me a call. You can also contact me via Skype. Note that you should use the contact details provided on page 2 of this unit outline. I will regularly check their UTAS email, and will endeavour to reply to your query within two working days. If you would like to see me in person, then you should email or phone me in advance to arrange an appointment.

Assessment
Assessment Schedule
In order to pass this unit you must achieve an overall mark of at least 50 per cent of the total available marks. Details of each assessment item are outlined below. Assessment Item Value Due Date Length Assessment Item 1 20 marks Throughout semester 10 questions/40 End of module online (Weeks 3, 7, 11 & 13) minutes per test tests Assessment Item 2 15 marks Friday 30th of March 1500 words* Individual essay 2012 Assessment Item 3 25 marks Friday 11th May 2012 3000 words* Case analysis Assessment Item 4 40 marks Exam period 2 hours Examination * Word Limit: The word count includes such items as headings, in-text references, quotes and executive summaries. It does not include the reference list at the end of the assignment.

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Assessment Item 1 End of module online tests

Task Description: You are required to complete four (4) online tests, which are designed to test your understanding of the key concepts covered in each of the learning modules. Each test will be randomly constructed for every student. The test can be taken at a time of your choice during the designated week (see below). Students will need to log on to MyLO using their University electronic mail username and password. A time limit of 40 minutes will apply for each test. Please note that each test will open at 9.00am on the Monday and close at 2.00pm on the following Sunday of each designated week. It is advised that you mark the following online test dates in your diaries for completion. Ten (10) questions per test. There will be a eight multiple choice and/or true or false questions, and two short answer questions per test. You will need to complete the required readings prior to starting each test. Test 1: Week 3 (9.00am Monday 12 March 2.00pm Sunday 18 March) Test 2: Week 7 (9.00am Monday 16 April 2.00pm Sunday 22 April) Test 3: Week 11 (9.00am Monday 14 May 2.00pm Sunday 20 May) Test 4: Week 13 (9.00am Monday 28 May 2.00pm Sunday 3 June) 20 marks* *Your final mark for this assessment item will be an average of your scores for all four tests. If you miss a test, you will receive zero for that test.

Task Length:

Test Dates:

Value:

Assessment Item 2 Individual Essay

Task Description: Assessment Criteria: Individual Essay A copy of the assessment criteria and marking scheme will be available through the Assessment folder in MyLO. 1500 words Friday 30 March, 2012, 2.00pm 15 marks The purpose of this assessment item is to assess your knowledge and opinion of what is marketing. It builds on the material covered in Module 1. You are required to write a short essay (1500 words) addressing one of the following three questions: Question 1 Marketing is often accused of making society more materialistic and focused 12

Task Length: Due Date: Value: Assessment Detail:

on consumption. Do you think marketing has contributed to this? Is a materialistic and consumerist society a good or a bad thing? Question 2 What is meant by the term customer value? What is the role of marketing in the process of creating and capturing customer value? Question 3 What is meant by the social or societal marketing orientation? What issues might a marketer face in attempting to operationalise this concept? Submission Guidelines: Your choice of question should be answered in essay format, with an introduction, body, and conclusion. There is no requirement for a table of contents for this assignment, but page numbers must be included. The text for this assignment must be in a 12 point font with double line spacing. Examples are encouraged, and should be used to support your answers. A minimum of eight (8) academic references must be used. Please check MyLO regularly for announcements about this piece of assessment. This assessment item should be submitted electronically (via MyLO) by 2.00pm on the due date, or late penalties will be applied.

Assessment Item 3 Case Analysis

Task Description: Assessment Criteria: Individual written report A copy of the assessment criteria and marking scheme will be available through the Assessment folder in MyLO. 3000 words Friday 18 May, 2012, 2.00pm 25 marks The purpose of case analysis is to assess your understanding of the marketing mix, and your ability to apply it to analyse real-world business organisations. To complete this assessment item you are required to select one (1) of the five organisations below as your case study: Coles Bonds Commonwealth Bank James Boags A charitable organisation or community group (this must be nominate with the Unit Coordinator prior to submission) Your local government/council such as the Launceston or Burnie City Council (this must be nominate with the Unit Coordinator prior to submission) 13

Task Length: Due Date: Value: Assessment Detail:

Next, you will need to conduct your own research into your chosen case organisation. This research should be conducted using only publically available secondary data and your own observations of the business. Once you have completed this research you are required to prepare a written report addressing the following questions. Note that your answers should relate to what you have learnt about your case organisation. Question 1 Given what you know about your case organisation, critically analyse their marketing mix (i.e. product, price, promotion, and place) using relevant theory. Question 2 Identify and discuss two (2) environmental trends that you believe will impact upon your case organisation in the future. How could your case organisation improve their marketing mix in response to these trends? Submission Guidelines: Your report should be presented in 12 point font and double line spacing. Headings should be used to help structure your answers; but a table of contents is not required. Page numbers must be used. You should allow around 1500 words each for Question 1 and Question 2. For this assessment item you are required to use six (6) academic references. You must submit your report by 2.00pm on the due date, or late penalties will be applied. Students will be responsible for undertaking their own research into their chosen case organisation.

Assessment Item 4 Final Exam

Format: Duration: Assessment Detail: Written Exam 2 hours The final examination will be closed book. It will be of two hours duration, and is worth 40 per cent of the total available marks for this unit. It will comprise two parts. More information on the exam and its content will be released after mid semester break.

Your final examination for this unit will be held during the scheduled examination period as indicated by Student Administration in correspondence to you. Examinations will normally be scheduled Monday to Saturday inclusive. Examinations may be held during the day or evening and students should consult the university information which will be made available towards the end of semester. You are advised to make any necessary arrangements with employers now for time off during the examination period to sit this examination. Your participation at the scheduled time is not

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negotiable unless there are exceptional circumstances. Note that you will be expected to sit the examination at your recorded study centre. Supplementary Exams: Except in special circumstances and on the recommendation of the unit coordinator or the Head of School, a student who fails will not be granted a supplementary examination.

Special Consideration and Student Difficulties

If a student is experiencing difficulties with their studies or assignments, have personal or life planning issues, disability or illness which may affect their course of study, they are advised to raise these with their lecturer or the Postgraduate Academic Adviser in the first instance. The Postgraduate Academic Adviser can provide assistance with academic issues arising from your studies and identify appropriate support for general personal issues. The Postgraduate Academic Adviser is located in Room 320b in the Commerce Building in Hobart and can be contacted by phone on 6226 1939. Should a student require assistance in accessing the Library, visit their website for more information at http://www.utas.edu.au/library/. Students who have completed their examinations and who feel that they have been disadvantaged due to illness or other circumstances affecting their study, may fill out a form to request that their lecturer takes this into consideration when marking the examination. Forms should be submitted directly to the relevant school, accompanied by appropriate supporting documentation, as soon as possible after the completion of the examination. Granting of special consideration is at the discretion of the lecturer and school. The relevant form can be found at the following website: http://www.studentcentre.utas.edu.au/examinations_and_results/forms_files/index.htm#eits Students with a non-English speaking background may be permitted to take a bilingual dictionary into an exam. This dictionary must not be annotated that is, it must have no notes written in it. Students must request permission from the Student Centre in order to use a bilingual dictionary.

Submission of Coursework

Lodging Coursework
All Coursework must have the School of Management Assignment Cover Sheet, which is available as a blank template from the School of Management website at http://www.utas.edu.au/mgmt/student.htm. All assignments must include the tutors name on the assignment Cover Sheets when they are submitted. If this is not done the assignment will not be accepted and therefore will not be marked. Please remember that you are responsible for lodging your Coursework on or before the due date. We suggest you keep a copy. Even in the most perfect of systems, items sometimes go astray. Assignments must be submitted electronically through the relevant assignment drop box in MyLO. All coursework must be handed in by 2.00pm on the due date.

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Requests for Extensions

Written Coursework: Extensions will only be granted on medical or compassionate grounds and will not be granted because of work or other commitments. Requests for extensions should be made in writing to the unit coordinator prior to the due date. Medical certificates or other evidence must be attached and must contain information which justifies the extension sought. Late assignments which have not been granted an extension will, at the lecturers discretion, be penalised by deducting ten per cent of total marks for each full day overdue. Assignments submitted more than five days late will normally not be accepted by the unit coordinator. On-line Tests: Students who are unable to sit a test on medical or compassionate grounds (work or other commitments are not considered 'compassionate grounds') may request that they be permitted to submit alternative Coursework. Please do not expect a special test to be held for you if you choose to go on holidays or undertake other activities on the scheduled date. If you do need to request alternative Coursework, you should do so in writing to the unit coordinator prior to the due date. Medical certificates or other evidence must be attached and must contain information which justifies the request. The telephone number of the doctor should also be included.

Faculty of Business Late Assessment Policy

A full copy of the Faculty of Business late assessment policy is available from the Faculty homepage at http://fcms.its.utas.edu.au/business/business/policies.asp.

Academic Referencing and Style Guide

Before starting their assignments, students are advised to familiarise themselves with the following electronic resources. The first is the School of Management Guide to Writing Assignment, which can be accessed from the following site - : http://www.utas.edu.au/mgmt/student.htm. The guide provides students with useful information about the structure and style of assignments in the School of Management. The second is the Harvard Referencing System Style Guide, which can be accessed from the UTAS library (http://utas.libguides.com/content.php?pid=27520&sid=199808). The Harvard Referencing System will be used in all School of Management units, and students are expected to use this system in their assignments.

Academic Misconduct and Plagiarism

Academic misconduct includes cheating, plagiarism, allowing another student to copy work for an assignment or an examination, and any other conduct by which a student: (a) seeks to gain, for themselves or for any other person, any academic advantage or advancement to which they or that other person are not entitled; or 16

(b) improperly disadvantages any other student. Students engaging in any form of academic misconduct may be dealt with under the Ordinance of Student Discipline. This can include imposition of penalties that range from a deduction/cancellation of marks to exclusion from a unit or the University. Details of penalties that can be imposed are available in the Ordinance of Student Discipline Part 3 Academic Misconduct, see http://www.utas.edu.au/universitycouncil/legislation/.

Plagiarism is a form of cheating. It is taking and using someone elses thoughts, writings or inventions and representing them as your own, for example: using an authors words without putting them in quotation marks and citing the source; using an authors ideas without proper acknowledgment and citation; or copying another students work.

If you have any doubts about how to refer to the work of others in your assignments, please consult your lecturer or tutor for relevant referencing guidelines, and the academic integrity resources on the web at http://www.utas.edu.au/tl/supporting/academicintegrity/index.html. The intentional copying of someone elses work as ones own is a serious offence punishable by penalties that may range from a fine or deduction/cancellation of marks and, in the most serious of cases, to exclusion from a unit, a course or the University. The University and any persons authorised by the University may submit your assessable works to a plagiarism checking service, to obtain a report on possible instances of plagiarism. Assessable works may also be included in a reference database. It is a condition of this arrangement that the original authors permission is required before a work within the database can be viewed. For further information on this statement and general referencing guidelines, see http://www.utas.edu.au/plagiarism/ or follow the link under Policy, Procedures and Feedback on the Current Students homepage.

Study Guide
Study guides for each learning module in this unit will be available through the Learning Hub icon on MyLO during Week 1. Completing the required readings, in addition to listening to and watching the audio recorded lectures and videos, will guide your learning of services marketing theory. The self review questions contained in each study schedule will help you prepare for assessment and track your learning progress. Students are expected to work through the study schedules over the course of a thirteen (13) week semester. We suggest you follow the lecture schedule on page 18, and allocate the same number of weeks to completing each module. You should also check the Study Schedule folder in MyLO on a weekly basis, as this is where you will find additional learning materials, the audio recorded lectures for each week and relevant videos from your lecturer.

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Study Schedule
Week 1 Start of Week 27 February Text Chapter Chp. 1 Topic Module 1: What is Marketing? Lecture 1: Role and function of Marketing. Identification of key marketing concepts Module 1: What is Marketing? Lecture 2: Value creation, and the globalisation of markets Module 2: Understanding Markets and Customers. Lecture 3: Understanding the dynamics of the marketing environment Module 2: Understanding Markets and Customers. Lecture 4: Marketing research and information management Module 2: Understanding Markets and Customers. Lecture 5: The buyer behaviour of consumers and businesses Module 2: Understanding Markets and Customers. Lecture 6: Market segmentation, targeting and positioning

5 March

Additional Reading MyLO Library Additional Reading MyLO Library Chp. 3

12 March

19 March

26 March

Chp. 4 & 6

2 April

Chp. 5

Mid-Semester Break 5 April to 11 April 7 16 April Chp. 8 & 9 Module 3: The Marketing Mix. Lecture 7: Product management Module 3: The Marketing Mix. Lecture 8: Pricing capturing customer value Module 3: The Marketing Mix. Lecture 9: Distribution and logistics Module 3: The Marketing Mix. Lecture 10: Integrated marketing communications Module 4: Marketing Strategy. Lecture 11: Branding and brand management Module 4: Marketing Strategy. Lecture 12: Relationship marketing and management Module 4: Marketing Strategy. Lecture 13: Strategic marketing planning

23 April

Chp. 10

30 April

Chp. 11

10

7 May

Chp. 12 & 13

11

14 May

Chp. 7

12

21 May

Additional Reading MyLO Library Chp. 2

13

28 May

Examination Period: 9 June 26 June

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