BUSM Course Guide PDF

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Course'Guides:'Part'B'Course'Detail!

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BUSM' 1534'Marketing'for'Managers! ' The!following!link!provides!important!information!on!the!following!topics!that!relates!to!all!courses:! http://www.rmit.edu.au/policies/student! !

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Student'Feedback'at'RMIT! Student'Progress! Special'Consideration,'appeals,'and'discipline! Academic'Integrity! Student'Progress'Committee'(SPC)! Assessment'Grades! Classification'of'award!

! Teaching'Period' Course'Title'and'Code' Campus' Learning'Mode' Primary'Learning'Mode' Teacher'guided'hours' Learner'directed'hours' Name'of'Course'Coordinator'and'Lecturer' Email:' Mobile:' Location:'

Semester!2,!2016!! Marketing!Management!BUSM!1534! City! Face!to!Face! Face!to!Face! 36! Up!to!130!hours!(10!hours!per!week)! Dr!Kevin!Argus! [email protected]! +61!0419!889!465! Graduate!School!of!Business!and!Law,!Cnr!Victoria!and! Russell!Sts,!Melbourne,!Victoria,!3000'

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Course'Description! This!course!seeks!to!develop!understanding!of!the!marketing!function,!to!observe!current!marketing! practice!and!to!examine!key!issues!currently!challenging!the!profession.!The!course!stresses!the! relationship!between!the!customer!/client!and!the!organisation!as!a!producer!or!service!provider.! Ethical!or!responsible!marketing!as!a!strategy!for!building!trust!is!also!identified.!The!primary!course! objective!is!to!enable!students!to!understand!and!utilise!marketing!tools,!techniques!and!processes! towards!better!organisational!outcomes.!This!enables!students!to!better!manage!marketing!issues.!! !! You!will!integrate!design!thinking!and!marketing!planning,!as!you!develop!consumer-centric! solutions!to!marketing!problems.!This!course!will!enhance!your!capability!to!understand!the! marketing!function!and!the!implementation!of!marketing!tools,!techniques!and!processes!to!achieve! optimal!organisational!outcomes!in!the!marketplace.!It!will!introduce!you!to!the!core!marketing! concepts!within!a!global!context.!This!will!assist!you!in!adopting!the!marketing!planning!process:!1)! employing!empathy!in!understanding!consumers,!and!using!marketing!tools!to!analyse!external!and! internal!environments,!2)!synthesise!trends!and!market!analysis!to!adequately!define!marketing! problems!and!identify!opportunity,!3)!employ!techniques!that!facilitate!ideation!(thinking!outside! the!box),!4)!strategically!design!branding,!positioning!and!marketing!mix!elements!(product,!price,! promotion!and!distribution)!in!line!with!targeted!consumer!segments,!to!prototype!new!value! propositions!and!,!5)!test,!implement!and!amend!within!a!process!of!metrics!and!controls.!The! Page 1 of 12

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experiences!and!knowledge!each!of!you!bring!to!this!course!will!aid!in!the!sharing!and!learning! among!fellow!students.!

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Learning'Outcomes! ' Upon!successful!completion!of!this!course!you!will!be!able!to:! ! ' 1) develop!and!evaluate!a!marketing!strategy!! 2) analyse!quantitative!and!qualitative!information!to!assess!risk!implications!in!business! decisions!! 3) analyse,!interpret!and!implement! !! 4) undertake!independent!academic!research!! ' 1) present!ideas!clearly!and!succinctly!using!correct!English!spelling!and!grammar!! 2) present!reports,!working!papers,!meeting!documents!and!memos!in!an!appropriate!format!! 3) present!quantitative!information!in!a!clear,!simple!and!informative!format!! 4) deliver!an!oral!presentation!that!is!clear,!concise,!engaging!and!informative!! You'will' 1) appreciate!the!role!of!marketing!in!business!success;!! 2) understand!and!apply!the! ! including!the!importance!of!customers,!differing!marketing!environments,!buyer!behaviour,! industry!and!market!dynamics,!the!product!life!cycle!and!the!new!product!diffusion!process,! segmentation,!target!market!selection!and!positioning,!the!marketing!mix!(product,!price,! distribution!and!promotion)!! 3) understand!the!strategic!marketing!planning!process!and!appreciate!the!tools!of!marketing! information!and!research!! 4) perform!a!marketing!situational!analysis!and!design!effective!marketing!management! strategies.!! ! On!successful!completion!of!this!course!you!will!be!able!to:! 1 Apply!the!key!concepts!and!tools!of!marketing!theory!and!practice!to!enable!application!of! marketing!functions!in!a!professional!context.! 2 Implement!the!strategic!marketing!planning!process!to!develop!and!manage!marketing!plan! 3 Use!the!marketing!information!and!research!tools!to!perform!a!marketing!situational!analysis! 4 Analyse!quantitative!and!qualitative!information!to!assess!risk!implications!in!business! decisions! 5 Present!quantitative!information!in!a!clear,!simple!and!informative!format! !

Learning'Activities! A!key!objective!is!to!foster!a!stimulating,!self-learning!environment!and!culture.!Learning! opportunities!will!be!provided!through!experiential!learning,!student!papers,!class!engagement,! case!studies,!team!assignments,!and!the!designation!of!required!textbooks!and!some!additional! recommended!reading!material.!Much!learning!takes!place!in!informal!environments!and!students! are!encouraged!to!get!to!know!each!other’s!backgrounds!and!interests!and!to!discuss!the!issues! raised!in!class!and!by!their!project!work!with!other!students.!! !

The!instructional!approach!consists!of!a!blend!of!seminar!notes,!readings,!video!content,!case!studies,! discussions,!writing!and!presentations.!! ! The!course!emphasises!action!learning!as!opposed!to!passive!listening,!with!the!idea!that!we! internalise!rather!than!memorise!marketing!related!issues.!Hence,!rather!than!rehashing!concepts! developed!in!text!books,!discussions!will!be!devoted!to!probing,!extending!and!applying!the!course! material.!! ! Page 3 of 12

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Preparation!and!participation!by!students!are!an!essential!part!of!the!course.!Students!are!expected! to!learn!to!monitor!and!discuss!their!own!learning,!and!collaborate!with!other!students!to!discover! and!construct!a!framework!of!knowledge!that!can!be!applied!to!new!situations.!The!course!also! involves!substantial!discussion!work!where!students!are!expected!to!develop!effective!interactive! skills!and!learn!to!present!persuasive!written!communication.!The!course!also!involves! presentations!where!students!are!expected!to!develop!both!effective!oral!presentation!skills,!and! feedback!skills!to!critique!and!learn!from!others.!! ! Reflection!is!a!vital!component!of!learning.!Research!informs!that!time!spent!reflecting!on!learning,! including!self-reflection!relative!to!personal!and!professional!goals,!on!gaining!insight,!evaluating! experiences,!facing!challenges,!and!considering!outcomes,!enhances!the!learning!process!and! retention.!Reflection!(objective!analysis!and!self-reflection)!provides!a!meaningful!way!to!cement! learning!and!embed!it!in!the!knowledge,!experience,!case!studies!and!practical!learning!that!students! have!engaged!in.!This!personalises!and!authenticates!learning,!making!it!more!memorable!for! practical!use!in!the!workplace.! ! ! Teaching'Schedule' ' Guided'reading'for'each'unit'is'detailed'below.'These'readings'are'supported'by'detailed' course'notes,'a'weekly'video'with'case'study'example'using'a'Case'Study'to'contextualise'the' content.'The'Case'study'used'is'the'NGV.''

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Assessment'2!(Experiential!Learning)!NGV!Case!Study!-!CLN!Case!study! conducted!at!the!National!Gallery!of!Victoria!(NGV)! ! Event:!!Friday!Nights!at!NGV!(complimentary!ticket!entry!for!all!students)! ! Program:!(as!per!NGV!website)! https://www.ngv.vic.gov.au! ! Venue:!NGV,!180!St!Kilda!Road,!Melbourne.!! Mondays' Theme'of'Industry'Guests:'Personal'Branding'–'Your'Brand'as'an'MBA' ' ' TBA!! Industry'Guests:'Andrew!Ford,!Entrepreneur!and!Personal!Brand!consultant! ! (How!to!develop!your!own!personal!brand!–!i.e.!How!to!brand!yourself!for! See!Teaching! career!development)! Schedule!and! ! Announcements! Industry'Guest:!Andre!Cooray,!(Photographer,!videographer!and!writer)!The!! on!Blackboard!for! importance!of!imagery!in!marketing,!including!personal!marketing!(using! updates' imagery!to!communicate!brand!positioning)! ! ! ! Unit'1'The'role' Video:!NGV!Case!Study!video!series!(as!per!topic)! of'Marketing' ! ' Muthaly!and!Leenders!Chapter!1! ! Monday! Case:!The!sure!thing!that!flopped!(Lecturer!guided)! 18!July!! ! 11.30-14.30! ' Harvard!Case!Study:!The!Sure!Thing!That!Flopped!! https://cb.hbsp.harvard.edu/cbmp/pl/50970421/50970427/9072e6f00930 e0094467066d718b3e4a! ! ! Unit'2'Marketing' Video:!NGV!Case!Study!video!series!(as!per!topic)! Environment' ! ' Muthaly!and!Leenders!Chapter!4d!! ! Monday! ! 25!July! 11.30-14.30! ' Unit'3'Marketing' Video:!NGV!Case!Study!video!series!(as!per!topic)! Research' ! ' Muthaly!and!Leenders!Chapter!15b,!Chapter!9! ! Monday!! 1!August! ' 11.30-14.30! ' Unit'4'Services' Video:!NGV!Case!Study!video!series!(as!per!topic)! Marketing' ! ' Muthaly!and!Leenders!Chapter!13a!! Monday!! ! 8!August!! ' Assessment'2' NGV'Case'Study' ' Friday!! TBA!Refer! Blackboard! 6.00pm-10.00pm! '

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11.30-14.30! ' Unit'5'Marketing' Segmentation,' Targeting,'and' Positioning' ' Monday! 15!August! 11.30-14.30! '

Video:!NGV!Case!Study!video!series!(as!per!topic)! ! Muthaly!and!Leenders!Chapter!5! ! Harvard!Case!Study:!The!Springfield!Nor'easters:!Maximizing!Revenues!in!the! Minor!Leagues,!! https://cb.hbsp.harvard.edu/cbmp/pl/50970421/50970423/acb50189532b a6cf9674b01d1eeedbac! ! ' Unit'6'Consumer' Video:!NGV!Case!Study!video!series!(as!per!topic)! and'Business' ! Behaviour'' Muthaly!and!Leenders!Chapter!6!and!7! ' ! ! Monday! Harvard!Research:!Strategic!Use!of!Music!in!Marketing:!A!Selective!Review! 22!August! https://cb.hbsp.harvard.edu/cbmp/pl/50970421/50970425/7ddc565748be 11.30-14.30! ' 935390af7b5d88618205! ' 29'August'–' Mid-Semester!Break! 4'September' ! ! Video:!NGV!Case!Study!video!series!(as!per!topic)! Unit'7'Product' ! Strategy' Muthaly!and!Leenders!Chapter!10a,!12! Monday! ! 5!September! ' 11.30-14.30! ' Video:!NGV!Case!Study!video!series!(as!per!topic)! Unit'8' ! Integrated' Assessment'2'due'(NGV'Case'Study'–'Report'and'Presentation'(Pitch)):' Marketing' Communications' 2a!–!CLN!Written!report!submitted!on!NGV!Case!Study! (IMC)'and'Social' 2b!–!CLN!Pitch!presentation!to!NGV!representatives!(in!class)! Media' ' ' Industry'Guests:'NGV!Audience!Engagement!(Marketing),!Donna!McColm,! Monday! Helen!Creber,!Samantha!Potts.!Elisha!Butler! 12!September! ! 11.30-14.30! Muthaly!and!Leenders!Chapter!15a!' ' Unit'9'Pricing' Video:!NGV!Case!Study!video!series!(as!per!topic)! Strategy' ! ' Muthaly!and!Leenders!Chapter!13b!! ! Monday! ' 19!September! 11.30-14.30! ' Unit'10' Video:!NGV!Case!Study!video!series!(as!per!topic)! Distribution' ! Strategy' Muthaly!and!Leenders!Chapter!10b!! ' ! Monday!! NB:!Formative!opportunity!to!submit!Marketing!Plan!(Situation!Analysis! Page 6 of 12

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26!September! and/or!full!Marketing!Plan)!for!guided!feedback!(not!compulsory)! ' 11.30-14.30! ' Unit'11' Video:!NGV!Case!Study!video!series!(as!per!topic)! International' ! Marketing' Muthaly!and!Leenders!Chapter!8! ' ! Assessment'1'Marketing'Plan'Written'Report'Due:' (CLN)'(Due:'2' Monday! October)' 3!October! ' 11.30-14.30! ' Unit'12' ' Course'Overview' ' Assessment'3:'Reflection'due'for'completion:'(Individual)'(Due:'16' ! October,'23.59)' Monday! 10!October,!2016!! ' 11.30-14.30! ' ' ' ' ' Learning' Resources' Prescribed'Text! Muthaly!and!Leenders!(compiled),!Marketing!for!Decision!Makers!–!3rd!!edition,!Cengage! Learning! !

Readings! In!the!course!material!folder,!students!find!the!teaching!materials!that!belong!to!each!unit.!During! the!delivery!of!the!course,!new!materials!will!be!added!that!contribute!to!contemporary!marketing! knowledge.!You!will!be!expected!to!utilise!library!and!electronic!resources!(as!well!as!any!other! appropriate!resources)!to!engage!in!professional!reading!of!relevant!marketing!literature.! !

Assessment'Tasks! This!course!has!three!assessment!tasks,!all!of!which!must!be!completed,!and!a!participation!mark.! A!total!mark!of!50%'is!required!for!a!pass!in!the!course.!This%does%not%mean%that%each%individual% component%of%assessment%must%be%passed.! ! Assignment!Task! 1.!Marketing!Plan!

Assignment!Type! Written!Report!(Group)!4000! words!(flexible)!written!

Due!Date! Weighting! Sunday,!2!October,! 40%! 23.59*!

2a.!NGV!Report!

NGV!–!Written!Report!–!1000+! words!(flexible)!! NGV!Marketing!Research!Case! Study!&!Design!Thinking!Outcomes! 2000+!words!(flexible)!written!

Monday,!12! September!11.30!

15%!

Monday,!12! September!11.30! Sunday,!16! October,!23.59*!

15%!

2b.! NGV!Presentation! 3b.!Reflection! !

*!23.59!is!11.59PM!and!is!equivalent!to!midnight!at!the!end!of!the!date!specified.! Page 7 of 12

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30%!

! ! ! Overview'of'assessment' All!assignments!must!be!submitted!to!myRMIT/Blackboard!and!TurnItIn!by!midnight!on!the!Sunday! evening!of!the!week!they!are!due.!You!will!be!assessed!on!how!well!you!meet!the!course’s!learning! outcomes!and!on!your!development!against!the!graduate!capabilities.! ! Feedback!will!be!provided!throughout!the!semester!by!your!teachers!and!peers!in!class,!through! individual!and/or!group!feedback!on!practical!exercises!and!through!feedback!on!individual! assignments.! ! Brief%Summary%% Assessment!Task!1:!Marketing!Plan!! CLN,!up!to!5!persons! Weighting:!40%! ! Assessment!Task!2a!and!2b:!NGV!Case!Study!Presentation!and!Written!Report! CLN,!! Weighting:!30%!(15%!Presentation!and!15%!Written!Report)! ! Assessment!Task!3:!Reflection!! Individual,!written!report! Weighting:!30%! ! ! The!assessment!alignment!table!below!identifies!the!assessment!tasks!against!the!learning!outcomes! they!develop.! ! Assessment' ! Task!1!

CLO1! x!

Task!2! Task!3!

x! x!

Course'Learning'Outcomes' CLO2! CLO3! CLO4! CLO5! x! x! x! x! ! !

! !

x! x!

! !

! ! ! ! Assessment'Task'1'–'Marketing'Plan'(Written'Report)' ! Weighting!40%!! ! (CLN!group!up!to!5)! ! Written'Report' ! Weighted:!40%! ! Word!guide:!4000!words!! ! Date:!Sunday!23.59!(midnight),!2!October,!2016!(Upload!file!to!Turnitin)! ! Page 8 of 12

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Purpose:!To!apply!the!tools!and!techniques!of!marketing!analysis!and!the!CLN’s!understanding!of!the! marketing!planning!process!to!a!practical!organisational!situation.! ! Process/Assessment:!A!detailed!brief!is!available!on!Blackboard.!! ! This!assignment!asks!you!to!examine!the!environment!in!which!your!organisation!operates.!Many! organisations!have!a!number!of!strategic!business!units!(SBUs),!so!if!this!is!the!case!please!choose!ONE! on!which!to!focus!(for!example,!if!you!were!working!for!Kraft!you!might!choose!to!only!look!at!one! product!category!such!as!cheese.!If!you!were!considering!for!ANZ!you!might!choose!to!only!look!at! retail!banking).!The!organisation!can!be!small,!medium!or!large.!Ideally!it!would!be!good!to!choose!an! organisation!for!which!there!is!growth!potential!and!for!which!there!are!identifiable!marketing! challenges.! ! Notes:!! 1. What:!Examples!of!exemplary!marketing!plans!are!included!on!Blackboard.!! 2. How:!There!are!many!ways!to!structure!a!marketing!plan.!The!main!features!are!included!in! the!guide!below!(guide!only).!Ensure!your!marketing!plan!is!a!pictorial!story-book!of!your! analysis,!which!embeds!design!thinking!within!the!marketing!planning!process.!Importantly,! employ!a!multitude!of!marketing!tools!of!analysis!and!include!some!academic!references!to!all! uses!of!theory,!concepts,!and!marketing!tools.! ! Your!assignment!will!consist!of!sections!and!sub-sections:! ! EXECUTIVE!SUMMARY!(A!one-page!stand-alone!overview!of!this!plan,!from!problem!identification!to! strategy!and!implementation!and!controls)! ! SITUATION!ANALYSIS!! External!Analysis!(Identify!Opportunities!and!Threats):! • Industry!Analysis! • Consumer!Analysis! • Consumer!Analysis! • Competitor!Analysis! • Summary!of!key!success!factors! • Summary!of!trends! • Marketing!Models:!PESTLE,!Perceptual!Mapping!(as!a!minimum)! Internal!Analysis!(Identify!Strengths!and!Weaknesses)! • of!your!company’s!resources!and!capabilities!and!its!current!strategic!approach.! • (Ansoff!Matrix!could!be!used!here!to!present!both!your!companies!current!market!strategy!and! identify!alternatives!from!other!quadrants).!You!could!also!use!the!Ansoff!Matrix!as!a!relative! comparison!with!main!competitors’!strategic!direction.! SWOT!Analysis!! • Synthesis!of!main!SWOT!items! TOWS!Analysis! • Critical!tool!for!ideation!(design!thinking),!to!establish!strategic!ideas!to!establish!strategic! objectives.! Objectives! • From!TOWS!develop!three!SMART!objectives! • Use!a!weighting!table!to!determine!your!preferred!short-term!strategy!for!this!marketing!plan.! ! STRATEGIC!MARKETING!PLAN!! ! Segmentation/Target!Segments! Page 9 of 12

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Analyse!target!segments!(i.e.!target!markets)! Perceptual!mapping!–!if!relevant!to!pursue!in!depth!the!target!segment(s)!you!are!pursuing! with!this!marketing!plan! TOWS!Analysis! • Having!narrowed!your!consumer!focus!it!may!be!relevant!to!revisit!your!TOWS!analysis!to! establish!how!best!to!ideate!for!your!chosen!target!segments.! Strategic!Ideas! • Develop!a!number!of!strategic!alternatives!(they!may!be!complimentary!or!alternatives)! • Choose!your!preferred!strategy(ies)! • Develop!a!detailed!marketing!mix!for!your!chosen!strategy!or!complimentary!strategies! Implementation! • Provide!an!implementation!program!of!timing!and!budget!(estimation!is!fine!or!relative!size! such!as!percentage!of!marketing!budget!for!each!item).! Controls! • Contingency!plan!and!measurement!(state!as!a!process,!keep!this!section!brief).! • •

! Note:!Excellent!marketing!plans!read!as!a!picture!story-book!with!a!clear!narrative,!and!are! substantiated!with!analysis!of!appropriate!data/information!throughout.!They!include!a!blend!of! academic!and!industry/digital!references.!Marketing!models!are!the!visual!evidence!of!detailed!and! insightful!analysis.!Ensure!you!reference!every!claim!to!knowledge!you!make,!and!that!you!explain! every!bit!of!evidence!provided.!If!you!present!a!model,!ensure!you!inform!the!reader!how!and!why!this! is!relevant.!Evidence!of!marketing!theory!and!concepts!throughout!is!provided!both!via!the!use!of! marketing!terms,!models,!references!and!in!the!manner!you!interpret!meaning!from!data!and! information.!Marketing!planning!has!the!design!thinking!process!embedded.!This!provides!a!relevant! guide!for!you.!! ! A!marketing!plan!consists!of!a!Situation!Analysis!and!a!Strategic!Marketing!Plan! ! Situation'Analysis' You!will!be!assessed!on!your!ability!to!conduct!relevant!research!that!supports!your!critical!analysis,! to!synthesise!internal!organisational!and!external!industry!information!and!macro!environment! related!data,!and!to!communicate!the!key!issues!relevant!to!your!organisation.!You!will!also!be! assessed!on!your!ability!to!develop!relevant!and!justified!organisational!objectives!that!are!achievable.!! ! This!assignment!will!develop!your!capability!to!research!and!analyse!key!issues!relative!to!your! organisation!from!a!marketing!perspective.!The!research!you!conduct!will!underpin!your!analysis!and! support!your!objectives!chosen.!The!written!assignment!will!demonstrate!your!achievement!of!a! number!of!learning!outcomes!and!in!particular,!your!understanding!of!how!trends!in!the!external! environment!impact!the!marketing!aspect!of!the!organisation.!! ! Marketing!tools!to!employ!includ...