FACULTY OF HIGHER EDUCATION
HI5004 – MARKETING MANAGEMENT
TRIMESTER 2 / 2017
Holmes Institute is committed to providing the highest quality education
HiHIin a dynamic, student-centred learning environment. Holmes Institute fosters in its students rational thought, intellectual integrity and social responsibility.
HI5004 Marketing Management T2 2017
FACULTY OF HIGHER EDUCATION
Holmes Institute Faculty of Higher Education offers business courses that combine discipline-based excellence with practical application. The faculty operates on campuses in Melbourne, Sydney, Brisbane and Hong Kong.
The faculty offers a Bachelor of Business, Bachelor of Professional Accounting, Bachelor of Fashion Business, Bachelor of Information Systems, Graduate Diploma in Business, Master of Business Administration and a Master of Professional Accounting.
Details about the members of the faculty can be found on the homepage of the Faculty of Higher Education at www.holmes.edu.au/undergraduate.
HOLMES INSTITUTE DEGREE PROGRAMS
At Holmes Institute, the degree programs offer domestic and international students the opportunity to study a set of contemporary subjects in the field of business. These subjects prepare students for the challenges in business environments of the 21st century. These programs emphasize the global and cross-cultural dimensions of business. Teaching utilizes a combination of delivery methods and includes critical analysis and case study methods. A combination of exams, case studies and company analysis are used in assessment.
The Masters’ programs of Holmes Institute focus on:
• Developing career related capabilities
• Emphasis on business numeracy and literacy
• Managerial proficiency
• The new economy
• Social responsibility and ethics
SUBJECT OVERVIEW & RATIONALE
Welcome from the Subject Coordinator, Dr. Anh Le
Welcome to HI5004 where we study Marketing Management. Marketing begins and ends with the customers. It is about meeting their needs profitably and building relationships.
Marketing Management aims to get, keep and grow customers. It involves choosing a target market, crafting a unique positioning for the product/service, getting the “marketing mix” right, building brand equity, and creating, communicating and delivering superior customer value.
Kotler, Keller and Burton’s book on Marketing Management talks about marketing in the 21st century as follows: “Marketing is everywhere. Formally or informally, people and organisations engage in a vast number of activities that we could call marketing. Effective marketing has become an increasingly vital ingredient for business success. And marketing profoundly affects our day-to-day lives. It is embedded in everything we do – from the clothes we wear, to the websites we click on, to the ads we see.”
The purpose of this subject is to provide an understanding of marketing management and to introduce students to the principles and practices of marketing, from both a local and international perspective. The course covers various topics, including: Defining marketing; the role of market research in marketing; building strong brands; applying the 4P’s/7P’s of the marketing mix; goods versus services marketing and, integrated marketing communications (IMC).
I look forward to sharing the exciting world of marketing, consumers and brands with you
SUBJECT OBJECTIVES & LEARNING OUTCOMES
On completing this subject the students will have
1. An understanding of the theory and practice of marketing management;
2. An understanding of how marketing tools are applied in a variety of business settings;
3. An understanding of how marketing strategy is formulated from market intelligence;
4. Enhanced problem-solving and decision-making abilities in relation to market analysis;
5. An understanding of how companies organize their marketing programs and manage these activities effectively.
Awards Duration Core/Elective Subject weight
MBA 1 semester Core 3 credit points
Mode of delivery On campus
Workload Students are expected to attend all classes
Delivery 2 hrs of lectures and 1 hr tutorial or equivalent
Independent study 5 hrs
Students please note:
Holmes Institute provides each student with a Holmes webmail. Faculty and Administrative staff can only communicate with you using your Holmes Institute mail address. Emails from private and/or business email accounts cannot be used and may not be answered.
Please check with your lecturer
Monday Tuesday Wednesday Thursday Friday
Brisbane Campus TBA TBA TBA TBA TBA
Gold Coast Campus TBA TBA TBA TBA TBA
Melbourne Campus TBA TBA TBA TBA TBA
Sydney Campus TBA TBA TBA TBA TBA
STUDENT ASSESSMENT OVERVIEW
ASSESSMENT TYPE DUE DATE WEIGHT LENGTH LEARNING OUTCOMES
In-Class test Week 6 20% 1 hour 1&2
Group assignment: Week 11
2500 words 1,2,3,4&5
Final exam Exam week 50% 2 hours 1,2,3,4&5
For subjects for which a class test is part of the assessments, you need to follow the instructions by your lecturer to confirm any material allowed in the class test. You also need to follow any relevant announcement on Blackboard that confirm the date/time and venue of the class test.
Each trimester concludes with the final examinations that are held during a designated examination period. You are expected to be present for the final examinations, which are held during Examination Week, the exact dates/times and venues are announced via your Blackboard. For each subject you will be allocated a designated seat in one of the examination venues. Your examination venue and seat will be confirmed by the end the teaching period of each trimester via your Blackboard.
STUDENT ASSESSMENT DETAILS
Assessment 1: In-class test
Weight: 20% of total marks
Test will cover topics from Week 1 to Week 5
The class test will be help during the tutorial of Week 6
Short discussion questions
Assessment 2: Group assignment (Work in a group with 4-6 students)
Marketing strategy development
Weight: 30% of total marks
Due: 11pm, Friday Week 11
Length: 2500 words (includes references)
This length limit includes any text, figures, tables, in-text references, and appendices. This limit does not include the cover page, table of contents, or list of references (at the end of assignment).
Formatting: Report and please ensure that the report includes page numbers on each page. Submission: On due date submit to Blackboard on Final submission link
This assignment requires you to undertake the process of analysing one organisation and its operating environments from a marketing perspective. And then apply the learning from lecture 1-10 in the development of marketing strategy. You will provide an overview of this organisation, as well as detail the type of orientation towards marketing it takes. You are also required to examine and analyse the context and environments in which this organisation operates (its industry and the macro-environmental forces impacting on the industry).
The report must address the following issues:
**Please note: It is recommended that you follow the outline presented below and answer each question as it is presented.
Provide a brief description of this organisation and the industry to which it belongs. You may also want to include in this description any mission statements, value statements or ‘slogans’ that this organisation utilizes to communicate its purpose. In describing this organisation, please also identify its orientation towards marketing and provide relevant, detailed and factual supporting evidence to substantiate why you have identified this specific orientation. Finally, include a brief description of the product(s) this organisation offers the market. And comment on what role the brand has in this organisation’s marketing strategy.
Analyse each of the 5Cs for this organisation:
a. Company – what are the strengths and key resources, what are some of the weaknesses? What are the opportunities and threats?
b. Customers – who is the company serving and what type of behaviour is ‘typical’ from them?
c. Collaborators – describe their suppliers, distributors or other partners that help the company to deliver their products to the market? If company doesn’t have any – explain why it is not necessary.
d. Competitors – who are the current main competitors, are there any potential new threats or new entrants to the marketplace?
e. Context – what other factors affect this organisation (e.g., legal, political, technological, etc.)?
How does the firm go about collecting information (e.g., market research, market intelligence, etc.) about the 5Cs? For example, how does it learn about? a. What customers want?
b. Which competitors pose a threat?
c. How the context of business is changing, if at all?
d. What role collaborators play in the process?
Issue 4: Developing marketing strategy
Based on the market analyses, outline potential market segments that are available to the chosen organisation.
Recommend and justify:
- a choice of target market(/s)
- a value proposition for the target market(/s).
- a positioning statement for the target market(/s).
Issue 5: Developing marketing tactics
Recommend and justify a detailed marketing mix (4-7Ps) to support the marketing strategy described in Issue 4.
** In all cases, please remember to justify your argument(s) in this assignment by explaining and providing reasoned arguments for why you have formed your views. Please ensure that you support your arguments by explicitly applying and drawing insights and conclusions from relevant marketing models, concepts and theory covered in the course to date. Do not simply rely on offering personal conjecture or opinions.
Assessment Guide Written Assignment (30% of total marks for subject)
Unsatisfactory Satisfactory Good Very good
Issue 1: Introduction (3 marks)
0.5 to 1 points 1.5 to 2 points 2.25 to 2.5 points 2.75 to 3 points
Issue 2: 5Cs of the company (6 marks) 1.5 to 2.5 points 3 to 4 points 4.25 to 4.75 points 5 to 6 points
Issue 3 : Collecting information for 5Cs (6 marks) 1.5 to 2.5 points 3 to 4 points 4.25 to 4.75 points 5 to 6 points
Issue 4: Developing marketing strategy (7.5 marks) 1.5 to 3 points 4 to 5 points 5.5 to 6 points 6.5 to 7.5 points
Issue 5 : Developing marketing tactics (7.5 marks) 1.5 to 3 points 4 to 5 points 5.5 to 6 points 6.5 to 7.5 points
Length : 2 Hours and 10 Minutes
SUBJECT MATERIALS AND RESOURCES
Kotler P & Keller (2016) Marketing Management 15th Global Edition published by Pearson Education Australia Pty Ltd.
Lecture notes/slides, recommended reading, tutorial activities and all other relevant information will be made available on Blackboard.
It is the student’s responsibility to check Blackboard on a regular basis. It is advised that students view lecture materials and readings before coming to class.
* Note: Students must consult the Academic Calendar and Blackboard for the dates of the Examination Week.
Week Topics Scheduled Tutorial Assessment due Chapters
Part 1: Understanding marketing management
1 Marketing for the New Realities 1
2 Marketing Strategies and Plans Tutorial 1 2
Part 2: Capturing marketing insights
3 Marketing Research Tutorial 2 4
Part 3: Connecting with customers
4 Consumer behaviour Tutorial 3 6
Part 4: Building Strong Brands
5 Identifying Market Segments and Targets Tutorial 4 9
6 Brand Positioning and Brand Equity Tutorial 5 In class test 10, 11
Part 5: Creating Value
7 Product strategy Tutorial 6 13, 15
8 Pricing strategies and programs Tutorial 7 16
Part 6: Delivering Value
9 Integrated marketing channels and distribution system Tutorial 8 17, 18
Part 7: Communicating value
10 Integrated Marketing Communications – Part 1
Designing and managing integrated marketing communication Tutorial 9 19
11 Integrated Marketing Communications – Part 2
Managing Mass Communications Tutorial 10 Group assignment 20, 21, 22
12 Managing Mass Communications (continuous)
STUDENT ASSESSMENT SUBMISSION AND LATE PENALTIES
To be eligible to pass this subject, you must complete all forms of assessment and demonstrate achievement of the learning outcomes. All assignments must be submitted electronically ONLY using a word processor, uploaded to Blackboard via the Final Check and Submission of SafeAssign.
Submission deadlines are strictly enforced and late submission incurs penalties of 5 (five) % of the assessment value per calendar day unless an extension and/or special consideration has been granted by the lecturer prior to the assessment deadline. Unless an extension and/or special consideration has been granted, no assessments are accepted after 14 calendar days of the due date, or the end of the trimester for assessments due later in a trimester. Students need to allow up to 24 hours for the Final Check of their assignment submission to SafeAssign to be available.
VIEWING STUDENT GRADES AND ASSESSMENTS
Results, including the final grade, can be viewed via the Grade Centre on Blackboard. Results for all assessments are usually published within two weeks of the due date of the assessment, and the final examination respectively. Students who wish to appeal their mark for any assessment are advised to do so within 14 days of the publication of results (please follow the procedures outlined in the Student Handbook).
Please note that students are eligible to view any of their assessments. For continuous assessments during the teaching period, students need to contact their lecturer immediately after the publication of results. For viewing of the final examination script, students need to complete the respective form (available on your Blackboard) and pay the applicable administrative fee. The form needs to be submitted within 14 days of the publication of the final/overall results. Please note that there is no review/remark option available for any student assessments.
ACADEMIC MISCONDUCT AND PLAGIARISM
Holmes Institute views any forms of academic misconduct as most serious offences. Academic misconduct in any form, including plagiarism, contract cheating and cheating in a class test or examination, is not tolerated and will be dealt with according to the policies and procedures set out in the Holmes Institute Student Handbook.
Plagiarism occurs when one uses another person’s ideas or manner of expressing them and passes them off as one’s own work by failing to give appropriate acknowledgement (that is, referencing the source). It is important that student reference their work appropriately. The Faculty of Higher Education at Holmes Institute uses the Harvard style of referencing. A detailed guide to referencing can be found in the Student Handbook and Resource Centres. It is expected that you will be familiar with the Harvard style of referencing.
STANDARD GRADING SYSTEM AND DISTRIBUTION
GRADE LETTER RANGE
High Distinction HD 80% and above
Distinction D 70 – 79%
Credit CR 60 – 69%
Pass P 50 – 59%
Fail NN 0-45% (did not meet the standard required according to the learning outcomes in the Subject Guide )
Faculty Pass* FP Awarded by Board of Examiners in exceptional circumstances
Supplementary Exam Granted (a temporary grade) NS Supplementary examination granted
Deferred Exam (a temporary grade) ND Officially Deferred examination
Fail NA Student did not submit any work according to the schedule in the Subject Guide
No results NR Student did not submit any assessments
Result Withheld RW Additional assessment and/or work required
Result Withheld WH Outstanding fees or non-return of Holmes Institute materials
* This grade is sometimes referred to as a conceded pass at other institutions
Explanation of Letter Grade
HD Outstanding work which exhibits sophisticated understanding and critical synthesis, analysis and evaluation of the subject matter. While the work utilizes opinions of others, judgements about the value of the subject matter are made and drawn together in an organized whole. Gaps in the subject matter might also be identified and the implications discussed.
D Substantial work of high quality, which demonstrates a clear understanding of the subject matter, in which the relationship between the constituent elements are identified clearly and discussed with some level of critical analysis. The work also applies abstract ideas in concrete situations.
CR Sound and competent work, which demonstrates a reasonable but not complete grasp of the subject matter. The work utilizes recall and paraphrases the work of others concerning the subject matter. Some basic level of critical analysis is evident. Originality in the work is rarely evident.
P Work that demonstrates a satisfactory engagement with the subject matter such that the student is said to have a general understanding of the field. Provides an adequate basis for further study.
NN Did not meet the learning objective of the subject
USE OF BLACKBOARD
Holmes Institute uses Blackboard Learn as its online learning platform. All students enrolled have access to Blackboard and it is imperative that students log onto their Blackboard immediately after they enrol for the trimester. Blackboard Learn allows students to view and download their lecture material, grades, important announcements on their subjects and discussion rooms for selected subjects.
Please note that it is the student’s responsibility to check Blackboard on a regular basis. It is expected that students will have viewed lecture materials and additional readings before class. All students are advised to familiarize themselves with the use of Blackboard. Guides to Blackboard are available in the Resource Centre on each campus. Should you have difficulties accessing and/or using Blackboard, please contact your lecturer or the Holmes Institute Blackboard Helpdesk on: firstname.lastname@example.org.
USE OF RESOURCE CENTER AND PROQUEST
As part of their degree studies, students are expected to engage in additional research. Textbooks and teaching materials available in the Resource Centre will be of use here. In addition, current students have access to a range of electronic academic journals via ProQuest, which is accessible once you log into Blackboard. Holmes Institute also supports students using Google Scholar.
Should you require any assistance with the use of ProQuest and/or online research, please contact your lecturer and/or the Resource Centre staff on your campus.
STUDY SKILLS & ACADEMIC SUPPORT
Students who have difficulties with their studies and/or specific forms of assessment are encouraged to contact their lecturer/tutor, academic mentor or the Student Engagement and Support Coordinator.
Holmes Institute offers regular Academic and Study Skills Workshops throughout the semester, which are useful addressing important academic skills and are free for any student to attend. Students with insufficient academic progress may be required to attend these workshops and sessions with the Academic Progress Team.
Academic and Study Skills Workshops are offered throughout the trimester for essay writing, doing research using ProQuest, giving business presentations, referencing and examination preparations. Announcements are made on your Blackboard and on noticeboards on campus.
FREQUENTLY ASKED QUESTIONS - FAQs
Do I need to obtain 50% in each assessment to pass a subject?
NO, in order to pass any subject, you need to meet two requirements, namely achieve an overall mark of 50 or more AND obtain at least 40% of possible marks in the final examination (hurdle or threshold requirement). There is no hurdle or threshold requirement for assessments other than the final examination though and you can still pass the subject if you got less than 50% in any assessment – excluding the final examination.
I missed an assessment for a subject, do I now fail the subject?
Whilst Holmes Institute requires that you attempt all pieces of assessments prescribed for any subject, there may be circumstances, where you can still pass a subject even if you have missed an assessment. When you miss a class test due to medical reasons and you submit a medical certificate within three working days, for example, you may be eligible to have the weight of the class test added to the final examination. Please see the Student Handbook for details.
Can I view my assessments?
As a student, you are entitled to view any of your assessments, that is any assignment but also the class test for any subject, and upon request/application also the final examination script. Please note that viewing any assessment is an administrative process and no academic advice is given and students are neither allowed to take pictures or notes of the assessment. Students are only allowed to view any assessment with an administrator present, and for a limited period of time (please check the Student Handbook for details). Other than assignments, the class test and examination script remains the property of Holmes Institute.
Where can I see my marks and grades?
All your results will be available via the Grade Centre on your Blackboard. You can access the results for each subject in the respective folder. Please ensure that you familiarise yourself with the letter grades, especially for the temporary grades of NS (supplementary examination awarded) and ND (deferred examination), which can be found earlier in this subject outline.
I got a final result of 52/NS. Have I passed the subject?
NO, as the letter grade NS (supplementary examination awarded) indicates, you have not passed the subject, but you have been awarded the opportunity to pass the subject if you successfully pass the supplementary examination. Please familiarise yourself with the Supplementary Examination Policy in the Student Handbook.
When do I need to attempt a NS/supplementary or ND/deferred examination?
If you have been awarded a supplementary (NS) or deferred (ND) examination, you are required to sit the examination during the next examination period for these examinations, which is different from the final examination period at the end of the teaching period each trimester.
I missed to sit for a NS/supplementary or ND/deferred examination, do I have to repeat the subject? YES, if you do not attempt any supplementary or deferred examination during the designated examination period, you will receive a Fail/NN grade and you have to repeat the subject.
I have a question about the subject material and/or assessments, who do I contact?
For any questions related to any subject you study, the first point of contact is always your lecturer. The subject outline includes the contact details of each lecturer on each campus. Please ensure that you use your Holmes Webmail for any email correspondence with your lecturer.
I did not submit my assignment by the due date, can I still submit and receive marks?
If you submit your assignment after the due date, penalties of 5% of the weight of the assignment apply per day that you submit late. A maximum penalty of 50% applies. Your lecturer may not accept your assignment if you submit later than 14 days after the due date. If you are late with your assignment, please contact your lecturer.
I am not a member of a group for my group assignment. What do I do, can I submit individually?
If you work submit a group assignment individually, you may be penalized and only receive 50% of the mark of your assignment. If you don’t have a group to work with, please urgently consult your lecturer.
I have problems with members in my group. What can I do, who do I contact?
Each group is required to manage its members and contributions. In exceptional circumstances, however, and where initial negotiation attempts of the group members were unsuccessful, you should contact your lecturer.
Studying at degree level, you may experience a number of difficulties and/or challenges. These might involve academic, personal and/or professional issues. At Holmes Institute, we have a range of people who can help you with various challenges. The following table identifies contact points should you require any support.
Although we may be able to help on the spot, please note that we can help best if you make an appointment. Please use your Holmes webmail to communicate with staff at the institute at all times.
WHO TO CONTACT
Information for Current Students Holmes Institute Student Handbook
Academic Probation / Mentoring Academic Mentors, Dean
Accommodation Holmes Institute Home Stay
Computers, Blackboard, Email IT and Blackboard Help Desk emails:
Disability Needs Holmes Institute Campus Directors
Employment and Careers Career Development Team
Enrolment Registrar, Higher Education Coordinator on Campus
Exams Registrar, Higher Education Coordinator on Campus
Financial Issues Holmes Institute Campus Directors
Personal Issues Dean, Student Engagement and Support Team, Campus Director
Proquest Database Librarian on Campus
Study Skills Student Engagement and Support Team
Visa Issues, COEs etc. Registrar, Higher Education Coordinator on Campus
This subject outline was prepared by the Course Development Team for the Undergraduate Programs, Faculty of Higher Education, Holmes Institute. It was correct at the time of publication. Change to the Subject Outline may occur at any time. However, the Faculty of Higher Education endeavours to inform the students accordingly. This publication is copyright. Apart from any fair dealing for the purpose of private study, research, criticism, or review as permitted under the Copyright Act, no part may be reproduced by any process or placed in computer memory without written permission. Enquires should be made to Holmes Institute Faculty of Higher Education. © Copyright 2017.
GLOSSARY OF DIRECTION WORDS FOR ASSESSMENT QUESTIONS
Analyse Show the nature of something identifying the essential elements and g how they are related.
Argue Present the case for and/or against a particular proposition.
Compare Identify the characteristics/qualities that resemble each other. Look for similarities but also differences.
Contrast Emphasize differences between things, events, problems, or qualities.
Criticise Express your judgement about the truth of factors or views mentioned. Come to conclusions and discuss the positive points as well as possible limitations.
Define Give clear and concise meanings of an item. Do not provide a detailed explanation but include limits of the definition and how the item defined differs from other items.
Describe Recount, characterise, outline, and relate in sequence.
Discuss Examine, analyse and give reasons for and against. Be comprehensive in your answer and give details, usually to assess how satisfactory something is.
Evaluate Carefully appraise in relation to some standard including advantages, limitations, the costs and benefits as appropriate; attempt to make a judgement.
Examine Investigate critically, appraise a subject or matter in detail.
Explain Clarify, interpret, and elaborate on the material presented. Give reasons for differences of opinion or results, and try to analyse reasons behind it.
Illustrate Use a concrete example, diagram, or figure to explain or clarify a problem or issue.
Indicate Identify and then focus attention so as to clarify.
Justify Prove or give reasons for particular conclusions or decisions.
Outline Present the main features or aspects showing main points and subordinate points. Do not include minor details and emphasize the classification of things.
Review Examine a subject critically, analysing and commenting on important or controversial statements.
State Present the main points in a brief and clear sequence. Do not give specific details or examples.
Summarise Give the main points or facts in a condensed, concise form.
(Source: Adapted from Monash University, http://www.monash.edu.au/lls/llonline/quickrefs/29-directionwords.xml, accessed 14 February 2013)