Unit Guide MKC1200 PDF

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

Unit Guide 

MKC1200 Principles of marketing Semester 2, 2019 

We acknowledge and pay respects to the Traditional Owners and Elders -past, present and emerging - of the lands and waters on whichMonash Universityoperates.   Handbook link: http://monash.edu.au/pubs/2019handbooks/units/MKC1200.html The information contained in this unit guide is correct at time of publication. The University has the right to change any of the elements contained in this document at any time.

Last updated:18 Jul 2019

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Table of contents Unit handbook information

4

Synopsis

4

Mode of delivery

4

Workload requirements

4

Additional workload requirements

4

Unit relationships

4

Prerequisites

4

Prohibitions

4

Co-requisites

4

Chief Examiner

5

Unit Coordinator(s)

5

Campus Lecturer(s)

5

Tutor(s)

5

Academic overview

6

Course outcomes

6

Unit learning outcomes

7

Teaching approach

7

Recording of lectures Unit schedule Assessment summary

7 8 9

Second marking

9

Return of final marks

9

Exam viewing

9

Assessment criteria Assessment requirements

10 10

Hurdle requirement

10

Assessment tasks

10

Examination 1

12

Extension and penalties

13

Resubmission of assignments

13

Referencing requirements

13

Feedback

14

Learning resources

14

Required resources

14

Technological requirements

14

2

Q Manual Recommended resources Other information

15 15 15

Policies

15

Student Academic Integrity Policy

16

Special Consideration

16

Graduate Attributes Policy

16

Student Charter

16

Student Services

16

Monash University Library

16

Disability Support Services

16

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Unit handbook information Synopsis Have you ever wondered what marketing is all about? This unit is designed to introduce students to the essential elements of marketing. It encompasses marketing's role in a dynamic business environment and leads students to understand how organisations use the principles of marketing to meet the needs of their customers and achieve their objectives. This unit provides a foundation for those students seeking to pursue further study of specialist marketing units; however it covers the broad scope of marketing sufficient for those students undertaking only one marketing unit.

Mode of delivery Clayton (On-campus)

Workload requirements Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

Additional workload requirements This is a six credit point unit. As with all six point units at University, the total time commitment expected for this unit is 144 hours. In order to meet the Business and Economics Faculty’s expectation, students should plan to spend on average, nine hours each week in self-directed study, in addition to the scheduled hours of class contact. This includes time spent completing online weekly lessons, preparing for and completing assessment tasks, together with time spent in general study, revision, and exam preparation.

Unit relationships 

Prerequisites None

Prohibitions MKF1120, MKS1120, MKW1120, MKB1700.

Co-requisites 4

None

Chief Examiner Name:DrPingpingQiu Campus:Clayton Phone:+61 3 990 31449 Email:[email protected]

Unit Coordinator(s) Name:DrPingpingQiu Campus:Clayton Email:[email protected] Phone:+61 3 990 31449

Campus Lecturer(s) Name:MsMaureenGriffiths Campus:Clayton Phone:+61 3 990 47142 Email:[email protected]  Name:DrPingpingQiu Campus:Clayton Phone:+61 3 990 31449 Email:[email protected] 

Tutor(s) Name:DrChadineeManeesoonthorn Campus:Clayton Phone: Email:[email protected]  Name:DrHannyNasution Campus:Clayton Phone: Email:[email protected]  Name:MrMilesWarmuth Campus:Clayton Phone: Email:[email protected] 

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Name:DrTejPochun Campus:Caulfield Phone: Email:[email protected]  Name:MrsTeresaLee Campus:Clayton Phone: Email:[email protected]  Name:MrBorisKolar Campus:Peninsula Phone: Email:[email protected]  Name:MrHassnainSadiq Campus:Caulfield Phone: Email:[email protected]  Name:MsRebeccaRees Campus:Caulfield Phone: Email:[email protected] 

Academic overview Course outcomes Courseoutcomes associated with this unit are that graduates will: 1. be a critical and creative scholar who: - produces innovative solutions to problems - applies research skills to business challenges - communicates effectively and perceptively 2. be a responsible and effective global citizen who: - engages in an internationalised world - exhibits cross cultural competence - demonstrates ethical values 3. demonstrate broad knowledge and technical skills in at least one area of commerce and be able to provide discipline based solutions relevant to the business, professional and public policy communities that you serve

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4. be able to construct conceptual frameworks and use these to analyse complex issues in the corporate sector, government and the professions.

Unit learning outcomes The learning goals associated with this unit are to: 1. describe key marketing concepts 2. recognise the applications of these key marketing concepts in real-life situations 3. discuss how these key marketing concepts can be used in analysing a range of marketing problems 4. demonstrate how marketing helps organisations to satisfy their customers' needs and wants.

Teaching approach The unit is presented in a blended learning mode, via a combination of online learning materials available from the unit Moodle site and weekly tutorials. To succeed in the unit, students are expected to engage in self-directed studies for an additional nine hours per week consistently throughout the semester. Students must take responsibility for their own learning and the development of knowledge. The online learning materials provide students with an overview of the principles of marketing. Students are encouraged to review these materialsprior prior to toattending the weekly tutorials. The tutorials will provide students with the opportunity to apply the acquired marketing knowledge to practice. It is important to understand whilst there are core theoretical marketing principles and processes that students must learn and understand, there are few 'absolutes' in the marketing of an offer, and the correct answers for marketing an offer may not necessarily be found in a textbook. This unit helps students building the cognitive, affective and attitudinal capabilities necessary to be an effective marketer through classroom discussion, reading and analysis, and preparation of assignments. 

Recording of lectures As this unit does not have lectures or seminars, there are no recordings made of face-to-face classes.

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Unit schedule For units with on-campus classes, teaching activities are normally scheduled to start on the hour (teaching will commence on the hour and conclude 10 minutes prior to the scheduled end time). Students should note that the program outlined below is a guide to the material to be covered in this unit and not a definitive statement of when that material will be covered. Specific details relating to the timing will be discussed in class.

Week

Activities

0

Assessment No activities are undertaken in Week 0.

1

Introduction to the unit; What is marketing?

Practice online quiz (no marks this week). Refer to Moodle for details.

2

The marketing environment

Online quiz; tutorial-based assessment. Refer to Moodle for details.

3

Marketing research

Online quiz; tutorial-based assessment. Refer to Moodle for details.

4

Buyer behaviour

Online quiz; tutorial-based assessment. The Look Around You video project due this week. Refer to Moodle for details.

5

Segmentation, targeting and positioning

Online quiz; tutorial-based assessment. Refer to Moodle for details.

6

Product decisions; Branding

Online quiz; tutorial-based assessment. Refer to Moodle for details.

7

Pricing decisions

Online quiz; tutorial-based assessment. Refer to Moodle for details.

8

Promotiondecisions

Online quiz; tutorial-based assessment. The STP essay assessment due this week. Refer to Moodle for details.

9

Place decisions

Online quiz; tutorial-based assessment. Refer to Moodle for details.

10

Services; Extended marketing mix

Online quiz; tutorial-based assessment. Refer to Moodle for details.

11

Social marketing; Digital marketing

Online quiz; tutorial-based assessment. Refer to Moodle for details.

12

Marketing management and review

No formal assessment this week.

13

SWOT VAC

No formal assessment is undertaken

8

1416

Examination period

Please note, this schedule is subject to change. While we will endeavour to follow this schedule, there may be instances where we are unable to. Any changeswill be advised via Moodle (if required).

Assessment summary Within semester assessment: 50% + Examination: 50% Assessment task

Value

Due date

Online quizzes

10%

11 PM Fridays, Week 2 to Week 11

Tutorial-based assessment

15%

In your allocated tutorial, Week 2 to Week 11

The 'Look Around You' Video Project

10%

11 PM 23rd August, Week 4 Friday

STP Essay

15%

11 PM 20th September, Week 8 Friday

Examination 1

50% of total marks

To be advised

A student’s final mark is normally the sum of the marks obtained in all of the individual assessment items in the unit.

Second marking In the Faculty of Business and Economics, all of the following assessment items graded as a fail by the first marker are blind marked by a second marker: ● ●

examination papers in-semester assessment items worth 20% or more

Return of final marks Faculty policy states that 'the final mark that a student receives for a unit will be determined by the Board of Examiners taking into account all aspects of assessment'. The final mark for this unit will be released by the Board of Examiners on the date nominated in the Faculty Calendar. Student results will be accessible through the my.monash portal.

Exam viewing Feedback on student performance in examinations and other end-of-semester assessment is required. The feedback should be in accordance with the University's procedures on Unit

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Assessment. Details of the examination script viewing arrangements set down by the Faculty of Business and Economics are available athttps://www.monash.edu/business/current-students /forms-and-guidelines/policies-and-procedures/examination-feedback-procedure

Assessment criteria Assessment Criteria Grading Descriptors available at: https://www.monash.edu/__data/assets/pdf_file/0006/801690/Assessment-in-Coursework-UnitsGrading-and-Marking-Procedures.pdf

Assessment requirements Hurdle requirement There is a hurdle requirement in this unit.The hurdle requirement isthat students must attain a mark of at least 50% in the Final Exam / Final Major Assessment Task. A student's final mark is normally the sum of the marks obtained in all of the assessment tasks in the unit.Where a student does not meet the hurdle requirement, the maximum mark that may be returned for the unit is 48.

Assessment tasks Assessment task title:Online quizzes Due Date: Date:11 PM Fridays, Week 2 to Week 11 Weighting/Value: Weighting/Value:10% Details of Task: This assessmentrequires students to complete10 10 10online quizzes (Week 2 to Week 11 11). The online quizzes are accessible via the unit's Moodle site. There is an additionalquiz in Week 1 which is for practice purposes only. Assessable quizzes (for marks)commence for Week 2's content.Refer Refer to the Assessment section in the unit Moodle sit site e for details. Release date: 8 AM Mondays, Week 2 to Week 11 Word limit:N/A Presentation requirements: N/A Estimated return date: Each week, results will be made available after the quiz has closed. Criteria for marking: marking:N/A Learning objectives assessed: assessed:1 Submission details: Refer to the Assessment section in the unit Moodle site for details. details. Penalties for late lodgement: Late submissions achieve zero marks. No extensions are available for this assessment. Assessment coversheet: Not required as each quiz is completed online. Additional information: N/A

Assessment task title:Tutorial-based assessment Due Date: Date:In your allocated tutorial, Week 2 to Week 11 Weighting/Value: Weighting/Value:15% Details of Task: Students will work with their pre-allocated groups (5 to 6 students per group) to

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answer a series of questions. These questions are based on the topics discussed during the previous week. For instance, the Week 2 group-based assessment will test students’ understanding of the Week 1 topic. Your final mark will be based on the sum of your best nine (9)results for the semester - we will ignore your one (1) lowest score in determining your mark. If you miss one immediate feedback activity for valid medical reasons or exceptional circumstances, you do not need to submit documented evidence because your lowest score is automatically excluded. If you miss two (or more) activitiesfor valid medical reasons or exceptional circumstances, you need to provide documented evidence covering the two (or more) affected dates via the submission of a special consideration form to the Unit Coordinator.

Students are expected to be present for the entire group-based assessment activity in order to be awarded the marks for that week’s assessment.Lateness,non-attendance Lateness,non-attendance or leavingthe tutorial early will result in no mark being awarded for that week’s activity. Refer to the Assessment section in the unit Moodle site for furt further her details.

Release date: In your allocated tutorial, Week 2 to Week 11 Word limit:N/A Presentation requirements: N/A Estimated return date: Immediate feedback Criteria for marking:Refer to the Assessment section in the unit Moodle site for details. Learning objectives assessed: 1, 2, 3, 4 Submission details: N/A Penalties for late lodgement: N/A Assessment coversheet: N/A Additional information: N/A

Assessment task title:The 'Look Around You' Video Project Due Date: Date:11 PM 23rd August, Week 4 Friday Weighting/Value: Weighting/Value:10% Details of Task: This is agroup task, to be completed in your allocated groups (5 to 6 students per group). Your main task as a group is to create an informative and entertaining video discussing (1) how the marketing environment positively/negatively affects the ability of a company to serve its customers; and (2) how the company responds to such a dynamic environment in order to remain competitive in the marketplace. Refer to the Assessment section in the unit Moodle site for details. details.

Release date: Week 2 Word limit:N/A Presentation requirements: Refer to Moodle for details. Estimated return date: Your results will be returned in Week 7. Please note that a letter grade will be returned for this assignment. Numerical grades will not be available. Criteria for marking: Refer to Moodle for details. Learning objectives assessed: 1, 2, 3, 4.

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Submission details: Submission instructions, further guidelines and marking criteria are available on the Unit Moodle site. Penalties for late lodgement: Late submissions are not available on this piece of assessment . If this assignment is notsubmitted by the above deadline, you will receive zero marks for it. Assessment coversheet: Online submission - does not require coversheet Additional information: N/A

Assessment task title:STP Essay Due Date: Date:11 PM 20th September, Week 8 Friday Weighting/Value: Weighting/Value:15% Details of Task: Your main task is to put yourself in the place of a marketing analyst, and critically evaluatethe STP strategy used by a company and its respective product(s). In particular, you are required to (1) identify the targeting strategy used by the company, (2) determine the specific target market for theproduct and identify the segmentation variables used to derive the target market, (3) analysethe bases of product positioning strategy for the product, and (4) create a perceptual mapfor the market based on two selected evaluative criteria.  Note: that youmust use one (only) ofthe two companies set by the Unit Coordinator.Failure to do so will result in a zero (0) for this assessment.  Refer to the Assessment section in the unit Moodle site for details. details.

Release date: Week 5 Word limit: 1500 words Presentation requirements:Refer to the Assessment section in the unit Moodle sit site e for details. Estimated return date: Your results will be returned in Week 11. Please note that a letter grade will be returned for this assignment. Numerical grades will not be available. Criteria for marking: marking:Refer to Moodle for details. Learning objectives assessed: 1, 2, 3, 4 Submission details: Submission instructions, further guidelines and marking criteria are available on the Unit's Moodle site. Penalties for late lodgement: Penalty for late submission: 10% of the marks allocated to this assessment task will be deducted for each 24 hrs (or part thereof, including weekends) that the assessment is late. Assessment coversheet: As this assignment is submitted online via Moodle, no assignment coversheet is required. Instead, you will be required to complete a plagiarism declaration and student statement online prior to submission of your assignment. Additional information: information:Refer to Moodle for details.

Examination 1 This unit may employ electronic assessment for the final exam. Further det details ails will be provided to you by Week 4 of Semester. We...