2014 AUT 24108 Subject Outline v02 PDF

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SUBJECT OUTLINE...

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SUBJECT OUTLINE 24108 Marketing Foundations Course area

UTS: Business

Delivery

Autumn 2014; standard mode

Credit points 6cp Requisite(s)

26100c Integrating Business Perspectives These requisites may not apply to students in certain courses. There are also course requisites for this subject. See access conditions.

Result type

Grade and marks

Subject coordinator Name: Dr. Ingo Bentrott Office: CM05C.2.03 Haymarket Campus, Cnr Quay Street & Ultimo Road, Haymarket Email: [email protected]

Teaching staff Subject Lecturer: Dr Ingo Bentrott Tutors: Han Ayshan Megan Bridge Cecilia Howard Edgardo Martinez Ryan Tang Meca Ball The Marketing Foundations Team requires that you follow strict protocol when you have a question or query. In most cases, the information that you require is available in the subject outline, or on the Marketing Foundations UTSOnline website. After checking the above, including the Discussion Board on UTSOnline, if you cannot find the answer, you are required to post all questions and queries (unless they are of a personal nature) on the relevant Discussion Board area on the UTSOnline website. This policy aims to benefit everyone, as questions and answers can be shared among all students. We also expect you to help each other. If you think you know the answer to someone’s question, feel free to offer your own response. The discussion boards are monitored by the Marketing Foundations teaching team and we aim to respond to your posts within 48 hours. For questions of a personal nature only, please use the dedicated email address for this subject ( [email protected]). To assist in identifying and sorting emails, please ensure that your email subject line begins with; your student number, tutorial time and tutor's name, followed by a short statement of email purpose. Issues regarding special considerations, including exam attendance, should not be sent to the Marketing Foundations email address, as all special considerations are required to be processed via the UTS Student Administration Unit (SAU). More information, as well as links to the relevant forms, can be viewed on the UTS Student Administration Unit (SAU) website (see http://www.sau.uts.edu.au). All correspondence with students will only be accepted from and made to UTS student email accounts.

Subject description This subject covers the basic principles of marketing. It develops an understanding of the overall process of marketing planning, implementation and control in the contemporary business environment and also develops a basic understanding of marketing information systems; market research and marketing ethics; market segmentation; buyer behaviour; product development; and the development of product, distribution, promotion and pricing strategies for 05/02/2014 (Autumn 2014)

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both goods and services domestically and internationally.

Subject objectives Upon successful completion of this subject students should be able to: 1. explain the concepts of marketing and how these apply to profit and not-for-profit organisations involved in the domestic, international and global markets 2. evaluate the factors that influence demand for products and services in order to facilitate exchanges between buyer and seller 3. critically analyse business situations and recommend appropriate strategic changes for development and implementation based on theoretical and practical dimensions of marketing. This subject also contributes specifically to the following program learning objectives: Apply critical and creative thinking to address issues in business (2.3)

Contribution to course aims and graduate attributes This subject introduces students to marketing-oriented decision-making. It provides the theoretical building blocks for further marketing study. The subject develops skills linked to the Faculty's graduate attribute that looks at developing critical creative and analytical thinking.

Teaching and learning strategies The lectures and tutorials incorporate a range of teaching and experiential learning strategies including UTSOnline, the discussion of current marketing issues, case study analysis and project work.

Content The role of marketing Strategic marketing and planning Market research Customer behaviour Market segmentation, targeting and positioning Products and pricing Distribution channels and placement Integrated marketing communications and electronic marketing International marketing, compliance and ethics

Program Week/Session

Dates

Description

1

24 Feb

L1: Introduction to Marketing. The Marketing Environment and Market Analysis Notes: Readings: Elliott, Ch. 1 and Ch. 2

2

3 Mar

L2: Market Research Notes: Reading: Elliott, Ch. 3

3

10 Mar

L3: Consumer Behaviour Notes: Reading: Elliott, Ch. 4

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4

17 Mar

L4: Business Buying Behaviour Notes: Reading: Elliott, Ch. 5

5

24 Mar

L5: Markets: Segmentation, Targeting and Positioning Notes: Reading: Elliott, Ch. 6

6

31 Mar

L6: Products Notes: Readings: Elliott, Ch. 7; Barron, Ch. 25

7

7 Apr

L7: Pricing Notes: Reading: Elliott, Ch. 8

8

14 Apr

No lectures or tutorials Notes: Mid-Semester Examination to be held during Mon 14 Apr 2014 — Thu 17 Apr 2014

21 Apr

No lectures or tutorials Notes: VC Week

9

28 Apr

L8: Promotion: IMC Notes: Readings: Elliott, Ch. 9; Barron, Ch. 24

10

5 May

L9: Placement/Distributions Notes: Reading: Elliott, Ch. 10

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11

12 May

L10: Services Marketing Notes: Reading: Elliott, Ch. 11

12

19 May

L11: Electronic Marketing Notes: Reading: Elliott, Ch. 12; Barron, Ch. 26

13

26 May

L12: International Marketing Notes: Reading: Elliott, Ch. 13

14

2 Jun

L13: Revision lecture

9 Jun

Final Examination to be held during Sat 07 Jun 2014 — Fri 27 Jun 2014 Students must be able to undertake exams during this period

In addition to the program provided, important information about lectures, tutorials, and the assessments for this subject will be placed on UTSOnline. Students must review this information, which is regularly updated throughout the semester. NOTE: The dates listed in the Program are the dates for the Monday of each week, and are not meant to represent the lecture or tutorial dates. The above program may change. All changes will be announced in class and/or on UTSOnline. It is your responsibility to note any changes and stay informed. Further details regarding specific tutorial activities, topics, and reading assignments will be provided to you during the semester. This information will be made available in class and/or on UTSOnline. There are three lectures each week. Please attend your allocated lecture only. Kuring Gai — Mon, 13:00-15:00hrs City 1 — Fri, 10:00-12:00hrs City 2 — Fri, 18:00-20:00hrs

Additional information Lectures and Tutorials Please see http://timetable.uts.edu.au for lecture/tutorial timings and locations. Lectures: conducted every week, and two (2) hours in duration. Students are strongly urged to attend the lecture every week. Tutorials: conducted every week, and are one (1) hour in duration. Tutorials do not begin until Week 2. Tutorial classes are designed to be interactive and to engage students in the learning process through topic discussions and debates, case study analysis, and/or group learning activities. Your tutor will expect you to analyse key discussion questions from the preceding week's lecture. The discussion questions from the tutorials might be included as short-answer essay questions in the examinations. Information about tutorial tasks for each week will be posted on UTSOnline. NOTE: Tutorial attendance will be recorded each week. You have been allocated to a specific tutorial slot. You MUST attend the tutorial to which you are formally allocated. Do NOT ask any member of the Marketing Foundations 05/02/2014 (Autumn 2014)

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Team to change your tutorial time, as this matter is beyond our control. For more information regarding tutorial allocation, please see the UTS Student Administration Unit (SAU) website (http://www.sau.uts.edu.au). Audio or Visual Recording of Classes Audio or visual recording of classes for this subject is strictly prohibited unless written approval is sought and given in advance by the Subject Coordinator. Approval for audio or visual recording will usually be limited to medical or hardship reasons, and if approved, must be arranged by the student. If approval is granted by the Subject Coordinator, then students may only use the audio or visual recording for private study purposes and (to avoid any legal action) permission must be obtained from the Subject Coordinator for any other usage. Given the interactive nature of classes, any student who does not wish to be audio-taped must advise the Subject Coordinator in advance otherwise permission from students is assumed.

Assessment In addition to all the assessment information provided in this subject outline, guidelines, instructions, and specific criteria for the assessments will be placed on UTSOnline, at an appropriate time during the semester. Assessment security: Group assessment will be secured through a combination of continual updating of assessment tasks across semesters, multiple topic choice within semesters, and/or plagiarism detection software. Examinations will be conducted under University examination conditions, and hence thoroughly address concerns regarding secure assessment. Assessment task 1: Mid-Semester Examination (Individual) Objective(s): This addresses subject learning objective(s): 1, 2 and 3 Weight:

30%

Due:

Week 9; see Further information

Further The mid-semester examination is managed by the Central Examinations Branch and is therefore information: subject to all the University exam procedures. If you would like information about the correct procedures for an examination-related issue, please visit the UTS Student Administration Unit (SAU) website. Alternatively, you may speak to a member of staff at the UTS Business School Student Centre. Alternative Mid-Semester Examination: There is NO alternative mid-semester examination sitting for this subject. Composite Examination Grade: Students who do not sit the mid-semester examination will have the weighting of that assessment added to the final examination. This is conditional on students submitting, receiving approval, and complying with the requirement of a special examination application in accordance with UTS rules. The final examination is worth 70% after the transfer of weighting, which means that the UTS rules on borderline results shall apply. This means that students will be allowed to undertake a supplementary final examination if, and only if, their overall subject result is between 45-49 per cent. Where a student completes and passes a supplementary examination, the maximum mark awarded for the subject will be 50 percent (a 'pass' grade). NOTE: Any student who fails to sit the mid-semester examination and does not submit the required applications by the due dates, and receive approval for their absence, will be given a ZERO mark for the mid-semester examination. This is not negotiable. Special Conditions for the Mid-Semester Examination: Special conditions arrangements for the mid-semester examination must be made in accordance with University Examination rules. Please contact the UTS Student Administration Unit (SAU) regarding this. Scheduling Difficulties for the Mid-Semester Examination: Students with a scheduling difficulty with respect to the mid-semester examination must contact the UTS Student Administration Unit (SAU) and complete an application form. 05/02/2014 (Autumn 2014)

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Special Consideration: If you have attempted any part of the mid-semester examination, and feel that your performance was affected by circumstances beyond your control, you must apply for ‘special consideration’ no later than two working days after the date of the examination. For full details of the special consideration application process, and to apply, please visit the SAU website. Assessment Security: The mid-semester examination will be conducted under University examination conditions, and hence thoroughly addresses concerns regarding secure assessment. Assessment task 2: Marketing Analysis (Group and Individual) Objective(s): This addresses subject learning objective(s): 1, 2 and 3 This addresses program learning objectives(s): 2.3 Weight:

30%

Due:

Various

Task:

The objective of 'Marketing Analysis' is to provide students with the opportunity to demonstrate that they understand and can apply marketing concepts, critically evaluate business situations, and recommend appropriate strategic changes for development and implementation based on theoretical and practical dimensions of marketing. Students are to work in groups to develop a marketing plan for a new product offering (i.e. a good or service). The groups will be allocated a product category/theme that does not currently exist in the international or domestic market. The marketing plan will be presented by all group members in tutorial later in the semester. Specific due dates and additional information will be posted on UTSOnline. Groups — Groups will be created in Week 4 based on the official tutorial class allocations. Students can only work in groups from the same tutorial class. The groups will be organised by the academic staff and groups will be required to submit a proposal and charter in their Week 6 tutorial. No adjustment will be made on the basis of group size should a group member withdraw from the subject. Individuals – An individual group member must demonstrate the capacity to work collaboratively. Each individual group member will complete an online survey to comment on their specific research and demonstrate how they contributed to their group's marketing plan and presentation.

Further Special Consideration: Any student who has a difficulty with this assessment task should apply for information: special consideration and must do so before the due date of the assessment item. For full details of the special consideration application process, and to apply, go to http://www.sau.uts.edu.au/assessment/consideration.html. Late Submissions: Late submissions of any component of the assessment will be heavily penalised. As the assignment is designed as a week-by-week exercise, extensions for this assessment task will not be granted.

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Assessment task 3: Final Examination (individual) Objective(s): This addresses subject learning objective(s): 1, 2 and 3 Weight:

40%

Due:

UTS Exam Period; see Further information

Further The final examination is a centrally-conducted examination and subject to the strict rules of the UTS information: Student Administration Unit (SAU). These rules cover how students are assessed and what you must do in order to sit an examination. There are also processes to help you if you want to query your results or if you need to ask for special consideration. More information, as well as links to the relevant forms, can be viewed on the UTS Student Administration Unit (SAU) website (see http://www.sau.uts.edu.au). Special Conditions for the Final Examination: Special conditions arrangements for the final examination must be made in accordance with University Examination rules. Please contact the UTS Student Administration Unit (SAU) regarding this. Scheduling Difficulties for the Final Examination: Students with a scheduling difficulty with respect to the final examination must contact the UTS Student Administration Unit (SAU) and complete an application form. Special Exam: If you fail to sit the final examination through illness, or other circumstances beyond your control on the day of the exam, you should apply for a ‘special exam’. You must do so no later than two working days after the date of the examination. For full details, please visit the UTS Student Administration Unit (SAU) website. Special Consideration: If you have attempted any part of the final examination, and feel that your performance was affected by circumstances beyond your control, you must apply for ‘special consideration’ no later than two working days after the date of the examination. For full details of the special consideration application process, and to apply, please visit the UTS Student Administration Unit (SAU) website. Assessment Security: The final examination will be conducted under University examination conditions, and hence thoroughly addresses concerns regarding secure assessment.

Minimum requirements Students must achieve at least 50% of the subject’s total marks.

Required texts 1. Elliott, Greg, Rundle-Thiele, Sharyn, and Waller, David, (2012). Marketing, 2nd Edition. Milton: John Wiley & Sons, ISBN 97-811-183-89003 (Study Pack). For the Elliott textbook you can buy either the e-book or the textbook pack. 2. Barron, M. (2012) Fundamentals of Business Law, 7th Edition. McGraw Hill, ISBN 97-800-710-13956

Other resources UTSOnline Further information and documentation regarding this subject can be found on UTSOnline. It is vital that you source and read this information carefully in order to understand subject requirements, and to get the most out of your learning experience. UTSOnline is a web-based tool used at UTS to provide online learning to students. UTSOnline is accessible by most web browsers, and provided you have access to an Internet connection you can access UTSOnline anywhere via https://online.uts.edu.au/webapps/login/. You can also access UTSOnline via the ' Blackboard Mobile Learn' app. We use UTSOnline to: 05/02/2014 (Autumn 2014)

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— keep you up-to-date (via announcements and email) — provide answers to common questions — provide an area for groups to communicate — provide additional information regarding assessments, discussion forum, links and general student administration information, etc. Due to the fact that we use UTSOnline so much, we expect that you REGULARLY (twice a week as a recommended minimum) check it for important announcements, supplementary subject documents, subject tips, and assignment and tutorial details.

Academic liaison officer Dr Maria Ossimitz, Accounting Discipline Group, telephone 9514 3069 Mr Harry Tse, Economics Discipline Group, telephone 9514 7786 / 9514 5456 Dr Otto Konstandatos, Finance Discipline Group, telephone 9514 7758 Dr Zeenobiyah Hannif, Management Discipline Group (City), telephone 9514 3609 Dr Stephen Frawley, Management Discipline Group and BBus (Kuring-gai), telephone 9514 5111 Dr Paul Wang, Marketing Discipline Group, telephone 9514 3692 Any arrangements should be negotiated within the first six weeks of semester.

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