MKT 5000 Marketing Management

Course MKT 5000 Term 2, 2011 Mode EXT FOBUS FOB004 3A 080505 Description Marketing Management Units 1 Campus Toowoomba

Academic group: Academic org: Student contribution band: ASCED code:

Staffing
Examiner: Margee Hume Moderator: Michael Mills

Requisites Other Requisites

Computer, e-mail and Internet access: Students are required to have access to a personal computer, e-mail capabilities and Internet access to UConnect. All material is loaded to studydesk. It is essential that students taking MKT5000 are familiar with how to use study desk and how to access the material. You must have a working username and password. All students must also be familiar with EASE as the assignment submission system. Current details of computer requirements can be found at <http://www.usq.edu.au/ict/students/standards/default.htm>.

Objectives
On completion of this course, students will be able to: 1. Identify and solve complex real world marketing problems, incorporating relevant marketing theory and processes to provide solutions that will increase management effectiveness (G1, G2, G4); 2. Communicate professionally about marketing related issues in a range of modes to achieve targeted outcomes (G11) 3. Demonstrate an understanding of change cycles on marketing practices in organisations in the global environment and the impact of these on organisational systems; (G3) 4. Comprehend and address complex ethical and sustainability dilemmas within a marketing context and discuss the implications on internal and external marketing environments. (G8, G7)

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Topics
1. Description Each topic carries equal weighting Module 1: Nature of modern marketing and customer value focus Module 2: Strategic marketing planning and implementation Module 3: Marketing information and environmental scanning Module 4: Buying behaviour Module 5: Industry and competition analysis Module 6: Segmentation and targeting Module 7: Strategic product positioning Module 8: Product and services-design and management Module 9: Pricing-design and management Module 10: Distribution-design and management Module 11: Promotion-design and management Weighting (%) 100.00

Text and Materials required to be purchased or accessed

ALL textbooks and materials are available for purchase from USQ BOOKSHOP (unless otherwise stated). Orders may be placed via secure internet, free fax 1800642453, phone 07 46312742 (within Australia), or mail. Overseas students should fax +61 7 46311743, or phone +61 7 46312742. For costs, further details, and internet ordering, use the 'Textbook Search' facility at http://bookshop.usq.edu.au click 'Semester', then enter your 'Course Code' (no spaces). Pride, W, Elliott, G, Rundle-Thiele, S, Waller, D, Paladino A & Ferrell, O 2007, Marketing: core concepts and applications, 2nd edn, John Wiley & Sons, Milton, Queensland. (Asia Pacific edition) Summers, J & Smith, B 2010, Communication skills handbook, 3rd edn, John Wiley & Sons, Milton, Queensland.

Reference Materials
Reference materials are materials that, if accessed by students, may improve their knowledge and understanding of the material in the course and enrich their learning experience. Students should actively use Google scholar, the USQ library and general internet search to access relevant reference materials.

Student Workload Requirements

Activity Assessments Directed Study Private Study Hours 35.00 80.00 50.00

Assessment Details
Marks Wtg(%) out of Discussion board 10 10 participation Assignment 1 40 40 Description 50 Assignment 2 50 week 12 Due Date Wk 5 Week 6 Objectives Graduate Level Assessed Skill Assessed 1, 2 G2 G4 G7 2 G8 G11 1, 2, 3,4 G2 G4 G7 2 G8 G11 1,2,3,4 G2 G3 G4 2 G7 G8 G11

Assessment details
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Discussion Board Participation Marks out of Description Discussion Board Participation 10.00 10.00 Week 5 Wtg (%) Due date

The first piece of assessment will be four activities on line in the discussion forum section that will require completion before the end of week 5. Each of these activities is designed to assist you in the development of skills and understanding of some of the tools required to complete assignments 1 and 2. The activities can be completed each week for 4 weeks or you can complete them all together at the end of week 5. You must then interact online with the class to share ideas on the mastery of the tools. The assessment will be measured on content quality and interaction frequency online. It is recognized that some of you may have internet access difficulties. If you do, you should contact your course examiner and they can assist you. Failure to contact and notify the course examiner of your access difficulties will affect your participation grade. The activities can be found on study desk at the commencement of the course. Marks out of Description Frequency online 1 mark per activity 4 marks 1.5 marks per activity 6 marks Content quality Showed thoughtful understanding of marketing content and completed activities

Assignment 1 Marketing Audit Marks out of Description Marketing Audit (modules 1-5) 40.00 40.00 Week 6 Wtg (%) Due date

Length: 2000 words maximum excluding references You are required to write one Marketing Audit Report You should try to have a good list of references showing where you have found your information and it is important to cite all work and websites you have visited. See the links to journals provided on the study desk to give you a guide of where to start. If in doubt, check with a USQ reference librarian

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Marketing Audit Report A marketing audit report is a review of an organizations marketing strategies with the aim of identifying the direction of where the company needs to go for its future growth. For this assignment, you have been provided with two cases to choose from for your selected firm. These cases focus on clean technology firms who are faced with many issues including the development of their green products and developing marketing penetration and development strategies. The cases can be found on study desk at the commencement of the course and any additional information you may need you should be able to find on the internet. It is recommended that you may also seek information about similar types of firms and what they are doing to give you a sense of perspective when you examine your chosen case for this assignment. A marketing audit consists of the following sections: Environmental scan this is a review of the operational context of the organization. It should include information about market trends, relevant industry developments, new technological innovations or new products on the horizon and any regulatory or government action that may affect the operation and market activity of the firm. PESTEL analysis this should include discussion of the entire political, social, legal, technological, environmental and economic constraints facing the firm. Customer analysis this should include a statement of the market segments the company competes in, comment on market share information, a description of the firms current customers and any prospective customers you think should be considered. You should also consider your target markets needs and wants and any estimates of growth or decline in these markets moving forward. Competitor analysis this should include a statement of your competitor organizations and their relative strength or share of the market you operate in. Their current strategies and potentials. What is the unique characteristics/positioning of your competitors products or services A stakeholder analysis who else has the ability to impact your marketing strategy and its execution Internal and External analysis with a SWOT this section should discuss the major external opportunities and threats to the company and the internal strengths and weaknesses. You are then to complete this section with identification of the main marketing issues for the firm (a gap analysis) along with a set of recommendations about how to leverage strengths and opportunities and minimize weaknesses and threats. The action plan of how to do this will form basis for the second assignment. You need to use many forms of secondary literature to complete you project. Websites, business journals, academic journals and media articles should all be included in the report and referenced according to Harvard Reference format.

The study modules 1-5 will support your work in writing this assignment.
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Marking criteria for assignment 1 Comme nt

Criteria Referencing and structure

Mark 2

Use of current materials and facts related to your business Harvard Reference format used correctly Correct business report/marketing plan style

Audit has shown understanding of the firm and it internal operations 12 and external factors

Student has used own words not just simple rewording of the literature. Marketing practices, relevant issues and themes have been identified Student shows knowledge of marketing issues and accesses and uses information in a logical manner The students identifies the sustainability and issues related to the chosen case study and case firms

Information contained is analysed and themes have been identified.

13

Understanding of marketing issues both internal to the firm and external have been identified. Tools and sections have been completed successfully

How well is the marketing case argued?

13

A marketing view and clearly identified gaps and issues for future strategic development are presented. The student makes logical links between secondary research and the firms issues. The student shows a level of critical thinking and problem identification. The student shows the beginnings of solutions for this real world/case marketing problem that can be further developed in assignment 2 Students have incorporated the relevant concepts and procedures needed to solve the marketing problem posed and has considered all constraints of the problem situation. The student has provided
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conclusions that are appropriate and logical given their analysis and application of appropriate marketing theory

Total mark

/40

ASSIGNMENT 2 Marks out of Description Marketing Plan (modules 6-12) 50 50 Week 12 Wtg (%) Due date

Assignment 2 is the strategic marketing and action plan report. This assignment leads on from assignment one and you are to: 1. Step one: Develop a set of marketing objectives and strategic directions for your firm, to meet and solve the issues identified in the marketing audit assignment one. Then you are required to develop specific objectives and actions for each of the marketing mix functions; product, place, promotion and price that will assist you in achieving the goals you identified to solve the gaps and issues identified in assignment 1. 2. Step Two: From the analysis conducted in assignment 1, the objectives and directions you identified in step one of this assignment, you are now required to develop an action plan for the firm for each of the marketing mix functions. In assignment 1, you concluded with a series of key issues and recommendations for the firm for its future. In this assignment you are now required to flesh these out into recommendations and practices with specific detail for each of the marketing mix elements as follows: a. Product what is your company selling and how should this change or be maintained in line with the analysis from assignment 1 b. Price How does your pricing compare to your competitors and what changes or issues should be considered when moving forward c. Place what are the issue related to the distribution channels and the market and end users of the product/service d. Promotion what is the personality of the brand/product and how will the promotional mix be used to extend the future of the business 3. Each of the recommendations should be justified and contingency plans, timelines and controls offered. Module 2 and 3 of the program will specifically help you with the structure of this report.

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The marketing plan writes the plan for how your product will penetrate the market place and how you are going to deal with the issues identified in assignment 1. Criteria Referencing and structure

Mark Comment 5

Use of current materials, secondary sources and facts related to your business Harvard Reference format used correctly Correct business report style Section required completed and included

The Strategic Plan and actions have shown understanding 15 of the firm and its internal operations and external factors, shown a logical process of deduction and interrelated these to strategy and tactics

The student has used their own words not just simple rewording of the literature and have linked the secondary research and audit results to strategic choices The student has identified marketing practices, relevant issues and themes and shown how these apply logically to tactics and actions. The strategy and actions chosen logically link to objectives and the issues identified in assignment one. The student has shown a good understanding of the modules of study including theory have integrated these into the project.

Information contained is analysed and themes are identified and communicated well.

15

The plan shows creativity and originality in the ideas and the application of marketing theory and practice. Each section has been completed and shows a good understanding of the relevant background themes and theories including ethics, sustainability and marketing.

How well is the marketing case argued?

15

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The case analysis and report has adopted a marketing view and clearly identified goals, tactics and contingencies that flow and interlink The case clearly justifies and logically argues the strategies, tactics and actions selected for the firm. All sections show logical decision making and applied problem solving Students have identified the issues or problems to be considered and have delivered all relevant information necessary to demonstrate full understanding of the issues presented. The information has been sourced with enough interpretation/evaluation to develop a comprehensive analysis or synthesis and viewpoints of experts have been questioned thoroughly to arrive at a conclusion. The student has followed through on the issues of sustainability as related to the chosen case and has identified a thorough understanding of how these affects each of the marketing mix functions. The student shows an understanding and recognition of the ethical constraints and issues facing the chosen case/firm

Total mark

/50

Graduate Qualities and Skills

Elements of the following USQ Graduate Skills are associated with the successful completion of this course. GRADUATE QUALITIES AND SKILLS Elements of the following USQ Graduate Skills are associated with the successful completion of this course are: Graduate skill assessed G2 Identify & solve complex organisational problems creatively & practically to increase the effectiveness of management processes. G3 Demonstrate an understanding of change on organisations in the global environment & the impact of these on organisational systems. G4 Evaluate, synthesise & critically review theoretical frameworks with other evidence to provide solutions to realworld problems. G7 Comprehend and address complex ethical dilemmas. Level assessed Intermediate (Level 2 )

Intermediate (level 2)

Intermediate (Level 2 )

G8 Demonstrate an understanding of complex sustainable

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Intermediate (Level 2 ) Intermediate (Level 2 )

dilemmas and the need for responsible leadership.

G11 Communicate professionally & effectively in written communication to various audiences to achieve targeted outcomes. Intermediate (Level 2 )

Important Assessment Information

1. Attendance requirements: If you are an international student in Australia, you are advised to attend all classes at your campus. For all other students, there are no attendance requirements for this course. However, it is the students' responsibility to study all material provided to them or required to be accessed by them to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration. 2. Requirements for students to complete each assessment item satisfactorily: To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks. (Depending upon the requirements in Statement 4 below, students may not have to satisfactorily complete each assessment item to receive a passing grade in this course.) 3. Penalties for late submission of required work: If students submit assignments after the due date without prior approval of the examiner, then a penalty of 5% of the total marks gained by the student for the assignment may apply for each working day late up to ten working days at which time a mark of zero may be recorded. Assignments will be not be marked after marked assignments and/or feedback have been released. 4. Requirements for student to be awarded a passing grade in the course: To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course. 5. Method used to combine assessment results to attain final grade: The final grades for students will be assigned on the basis of the aggregate of the weighted marks obtained for each of the summative assessment items in the course. 6. University Student Policies: Students should read the USQ policies Definitions, Assessment and Student Academic Misconduct to avoid actions which might contravene University policies and practices. These polices can be found at the URL http://policy.usq.edu.au/portal/custom/search/category/usq_document_policy_type/Student.1. html.

Assessment Notes
1. Assignments extension requests: The application should normally be a written request to the examiner requesting the extension with appropriate supporting documentation. In the case of an application for an extension for medical reasons, the documentation should include an original or certified copy of a USQ Medical Certificate, completed by your medical practitioner
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and this must include a statement from that medical practitioner stating: (i) the date the medical condition began or changed; (ii) how the condition affected your ability to study; (iii) when it became apparent you could not submit the assignment by the due date. In the case of an application for an extension for family/personal reasons, your documentation must include a statement from a medical practitioner, counsellor or independent member of the community stating: (i) the date the student's personal circumstances began or changed; (ii) how the circumstances affected the student's ability to submit the assignment by the due date; (iii) when it became apparent that the student could not submit the assignment by the due date. In the case of an application for an extension for employment related reasons, the documentation must include a statement from the student's employer stating: (i) the date the student's employment began or the conditions of employment changed; (ii) how that prevented or will prevent the student from submitting the assignment by the due date. 2. ALL material must be referenced including websites, workplace materials, interviews and promotional material. Referencing in assignments: Harvard (AGPS) is the referencing system required in this course. Students should use Harvard (AGPS) style in their assignments to format details of the information sources they have cited in their work. The Harvard (AGPS) style to be used is defined by the USQ Library's referencing guide at <http://www.usq.edu.au/library/help/referencing/default.htm>.

Evaluation and Benchmarking Other Requirements

1. Computer, e-mail and Internet access: Students are required to have access to a personal computer, e-mail capabilities and Internet access to UConnect. Current details of computer requirements can be found at <http://www.usq.edu.au/ict/students/standards/default.htm>.

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