MBAX9114 Marketing Management - 2019

Weekly Online
MBAX9114
Postgraduate
Term 1
6 Units of Credit
AGSM

Offering Selection
This course outline is provided in advance of offering to guide student course selection. Please note that while accurate at time of publication, changes may be required prior to the start of the teaching session. To view other versions, visit the archives .

1. Course Details

Summary of Course

This is an introductory course in the marketing discipline, designed to provide you with the basic concepts, tools and techniques used in modern marketing so that you can apply them to real-life problem-solving and decision-making. It can be taken early in your degree program.

The course illustrates how various facets of the marketing function interact with other areas of the business. It presents an overview of where the marketing function fits within the context of the organisation and is an extremely useful foundation course for further development of your general business management skills.

Since its humble beginnings as the mere application of knowledge borrowed from other disciplines, marketing has evolved and established itself as a distinct discipline. In this era of globalisation and digital disruption the importance of marketing cannot be over-emphasised. Along with efficient operations of the organisation and its supply chain, the success of a firm largely depends on how good its marketing efforts are - how effectively it creates, communicates, delivers and sustains value for its targeted customers, clients and stakeholders. A successful marketer today needs to be a data insights driven, customer centred and business-savvy strategist, all rolled into one. This is a tall order.

Teaching Times and Locations

Please note that teaching times and locations are subject to change. Students are strongly advised to refer to the Class Timetable website for the most up-to-date teaching times and locations.

View course timetable

Course Policies & Support

Course Aims and Relationship to Other Courses

This course takes you on a guided tour through the tools of trade used by marketing professionals.You'll learn which tools are used to resolve which problems. You'll get a sense of how your organisation needs to relate to its world, its markets and specifically its customer or client segments. Most importantly, you'll learn why and how the exchange of value is so central to the organisation's success and survival - whether you are a government department, not-for-profit or commercial organisation and whether you are a start-up or large global entity.

Some other AGSM courses look at specific marketing situations, such as Economics in Management Practice, which covers markets in the economic sense. 

Additonal Course Details

2. Staff Contact Details

Position Name Email Location Phone Consultation Times
Course CoordinatorCraig Tapper
9799 1307

The role of your Class Facilitator is to support and enhance the learning process by encouraging interaction amongst participants, providing direction in understanding the course content, assessing participant progress through the course and providing feedback on work submitted. Class Facilitators comprise academics and industry practitioners with relevant backgrounds.

You will be notified of your Class Facilitator's name and contact details in your class confirmation email sent by AGSM Student Experience. Details will also be available in the gallery section of your online class for face-to-face and distance classes.

3. Learning and Teaching Activities

Approach to Learning and Teaching in the Course

Learning Activities and Teaching Strategies

Course Structure

Unit 1, What everyone needs to know about marketing, provides context and a foundation for our studies in marketing principles. You are introduced to the key tools of the marketing mix as used by marketers in response to a fluid and sometimes turbulent environment, to form strategy and hopefully outsmart competitors. You are also introduced to the critical importance of knowing which business you are in and the merits of ethical behaviour and of social responsibility.

Unit 2, Understanding the marketing environment, considers the impact of the marketing environment on business operations and how important having an accurate profile of the external and internal environment is to successful marketing strategy. You learn how to build marketing strategy based on knowledge of that environment profile.

Unit 3, Market segmentation, targeting and positioning: the critical tasks for marketing effectively, examines different segmentation and positioning strategies and their relationship to each other in the broader marketing task.

Unit 4, Understanding buying behaviour: business, government and consumer, develops our understanding of how different types of customers - business customers, government customers and consumer customers - arrive at purchasing decisions. We examine the variables influencing our customer's behaviour, whether that customer is a business (B2B), a government (B2G), or a consumer (B2C). Only when this is properly understood can we begin developing a meaningful value proposition for that customer.

Unit 5, The marketing mix: product and pricing strategies, introduces us to the concept of the marketing mix and how mix strategies such as those relating to the product and its development, as well as how it is priced, must be compatible with each other and support the broader value proposition.

Unit 6, The marketing mix: distribution and communication strategies, focuses our attention on how to develop the second two of four mix strategies that apply, whether our product is a physical product or an intangible service.

Unit 7, The marketing mix: marketing services, shifts our marketing attention to a further three marketing-mix strategies - specifically those related to selection and training of people delivering our service, the process conducted in ensuring consistency and quality in service delivery, and the physical element (often referred to as the servicescape), being the environment in which the service delivery takes place.

Unit 8, Building stronger brand, leverages from our earlier learning environment profiling strategy development and segmentation, targeting and positioning (STP) to build and manage brand, which is most organisations' greatest asset. We look closely at this establishment of value as brand equity in the organisation and the means by which we can protect it from harm.

Unit 9, Satisfaction and loyalty: co-creating and sustaining value, looks more deeply into what drives the satisfaction of customer needs and wants so that we might more effectively capture and develop loyalty in support of brand development.

Unit 10, Digital marketing, discusses the valuable additions of e-marketing and social media, in more detail than previously, to the marketer's promotion strategy mix. We consider how they might be applied to our business scenario and pay particular attention to some pitfalls that can limit strategic options or even damage brand.

Unit 11, Internationalisation: marketing across culture, examines the external environment factor when internationalising, which can force the reassessment of every marketing element in a marketing strategy. For some products and services, little effort is required to adapt strategy to accommodate the cultural differences between the target consumer group and the home market. Some other products and services require significant strategy change. You learn when it matters and what to do.

Unit 12, Bringing it all together in the marketing plan, provides a framework for a marketing plan familiar to most businesses. All those strategies, concepts and methods learnt in this course are contextualised - environment analysis, strategy development, mix determinations, implementation methods and paths and monitoring recommendations. Different scenario examples are appraised.

5. Course Resources

Learning resources

You have four major resources to help you learn:

  1. The course materials, comprising the weekly study units with readings, references, insights and commentary. You will do much of your learning outside the classroom by working through the course materials, and by completing the exercises as they arise.
  2. Your online or face-to-face classes with your facilitator. The facilitator's job is to guide your learning by conducting class discussion, answering questions that might arise after you have done the week's work, providing insights from his or her practical experience and understanding of theory, providing you with feedback on your assignments, and directing discussions and debates that will occur between you and your co-participants in the classroom.
  3. Your co-participants. Your colleagues in the classroom are an invaluable potential source of learning for you. Their work and life, and their willingness to question and argue with the course materials, the facilitator and your views, represent a great learning opportunity. They bring much valuable insight to the learning experience.
  4. In addition to course-based resources, please also refer to the AGSM Learning Guide (available in Moodle) for tutorials and guides that will help you learn more about effective study practices and techniques.

Course materials

The course materials comprise this Course Outline, the Assessment Details and 12 Units. Each Unit has a number of associated readings.

Readings

Specific readings are prescribed throughout the Units and are available via active hyperlinks or URLs. Please note that you may be required to enter your UNSW zID and zPass in order to access these hyperlinked readings.

Textbook - strongly recommended
  • Armstrong G, Adam S, Denize S, Volkov M and Kotler P, 2017, Principles of Marketing, 7th edn, Pearson, Sydney.

If you have no former academic study or practical experience in marketing, then this text is important for you to use in conjunction with reading each week's course materials with readings. Together, they will equip you to maximise the benefit available to you from this course. If you do have a foundation of academic study or practical experience in marketing, then you may find that the course materials will be sufficient support to your learning each week without this text. If you're uncertain as to whether you should have this text, please feel welcome to discuss this with your class facilitator or course coordinator.

An e-text of this textbook is available for purchase from the publisher. Additional electronic resources supporting the text are referenced in the textbook as 'MyMarketingLab'. Note that these resources are not referenced in the course materials, and serve as non-assessable optional learning materials. Their purchase is not required for successful completion of this course.

Other resources

BusinessThink is UNSW's free online business publication. It is a platform for business research, analysis and opinion. If you would like to subscribe to BusinessThink, and receive the free monthly e-newsletter with the latest in research, opinion and business then go toLink.

6. Course Evaluation & Development

Continual Course Improvement

Student Response

This course was last offered in Session 3 2018 and the feedback from students was overwhelmingly positive.  Some suggestions for improvment were provided - specifically about (1) some additional guidance on what is expected in Assessment 1 and (2) some guidance and support for the formation of teams for Assessment 2. 

Response to Student Feedback

In response, we are planning to use Moodle Forums for both assessments to provide open Q&A opportunities and to offer a Webinar before Assessment 1 to provide more guidance on assessment criteria.  Facilitators are also briefed to initiate more team formation and building activities earlier to support the formation of effective teams and identify any issues with participation.     

7. Course Schedule

For AGSM academic calendars and key dates please visit https://www.business.unsw.edu.au/agsm/students/resources/timetables-and-key-dates
Week Activity Topic Detail/Engagement Assessment Task
Week 1 ParticipationUnit 1 What everyone needs to know about marketing

Participation is assessed throughout the term (10%)

Week 2 -Unit 2 Understanding the marketing environment
Week 3 -Unit 3 Market segmentation, targeting and positioning
Week 4 -Unit 4 Understanding buying behaviour
Week 5 -Unit 5 The marketing mix: product and pricing strategies
Week 6 -Unit 6 The marketing mix: distribution and communication strategies
Week 7 Assessment 1 Unit 7 The marketing mix: marketing services

Assessment 1 due on Wednesday 3 April by 3pm Sydney time – Analytical report (30%)

Assessment 1 : Organisation and environmental analysis (individual or pairs)
Week 8 -Unit 8 Building stronger brand
Week 9 -Unit 9 Satisfaction and loyalty: co-creating and sustaining value
Week 10 -Unit 10 Digital marketing
Week 11 -Unit 11 Internationalisation: marketing across culture
Week 12 Assessment 2Unit 12 Bringing it all together in the marketing plan

Assessment 2 due on Monday 6 May by 3pm Sydney time – Strategy development report (30%).

Assessment 2 : Marketing strategy development
Week 13 Assessment 3

Assessment 3 - take-home exam - available in Moodle on Monday 13 May at 3pm Sydney time. To be submitted via Moodle on Monday 20 May by 3pm Sydney time

 

 

Participation : Participation
Assessment 3 : Take-home exam

8. Policies and Support

Information about UNSW Business School protocols, University policies, student responsibilities and education quality and support.

Program Learning Outcomes

The Business School places knowledge and capabilities at the core of its curriculum via seven Program Learning Outcomes (PLOs). These PLOs are systematically embedded and developed across the duration of all coursework programs in the Business School.

PLOs embody the knowledge, skills and capabilities that are taught, practised and assessed within each Business School program. They articulate what you should know and be able to do upon successful completion of your degree.

Upon graduation, you should have a high level of specialised business knowledge and capacity for responsible business thinking, underpinned by ethical professional practice. You should be able to harness, manage and communicate business information effectively and work collaboratively with others. You should be an experienced problem-solver and critical thinker, with a global perspective, cultural competence and the potential for innovative leadership.

All UNSW programs and courses are designed to assess the attainment of program and/or course level learning outcomes, as required by the UNSW Assessment Design Procedure. It is important that you become familiar with the Business School PLOs, as they constitute the framework which informs and shapes the components and assessments of the courses within your program of study.

PLO 1: Business knowledge

Students will make informed and effective selection and application of knowledge in a discipline or profession, in the contexts of local and global business.

PLO 2: Problem solving

Students will define and address business problems, and propose effective evidence-based solutions, through the application of rigorous analysis and critical thinking.

PLO 3: Business communication

Students will harness, manage and communicate business information effectively using multiple forms of communication across different channels.

PLO 4: Teamwork

Students will interact and collaborate effectively with others to achieve a common business purpose or fulfil a common business project, and reflect critically on the process and the outcomes.

PLO 5: Responsible business practice

Students will develop and be committed to responsible business thinking and approaches, which are underpinned by ethical professional practice and sustainability considerations.

PLO 6: Global and cultural competence

Students will be aware of business systems in the wider world and actively committed to recognise and respect the cultural norms, beliefs and values of others, and will apply this knowledge to interact, communicate and work effectively in diverse environments.

PLO 7: Leadership development

Students will develop the capacity to take initiative, encourage forward thinking and bring about innovation, while effectively influencing others to achieve desired results.

These PLOs relate to undergraduate and postgraduate coursework programs.  Separate PLOs for honours and postgraduate research programs are included under 'Related Documents'.

Business School course outlines provide detailed information for students on how the course learning outcomes, learning activities, and assessment/s contribute to the development of Program Learning Outcomes.

RELATED DOCUMENTS

 

UNSW Graduate Capabilities

The Business School PLOs also incorporate UNSW graduate capabilities, a set of generic abilities and skills that all students are expected to achieve by graduation. These capabilities articulate the University’s institutional values, as well as future employer expectations.

UNSW Graduate CapabilitiesBusiness School PLOs
Scholars capable of independent and collaborative enquiry, rigorous in their analysis, critique and reflection, and able to innovate by applying their knowledge and skills to the solution of novel as well as routine problems.
  • PLO 1: Business knowledge
  • PLO 2: Problem solving
  • PLO 3: Business communication
  • PLO 4: Teamwork
  • PLO 7: Leadership development

Entrepreneurial leaders capable of initiating and embracing innovation and change, as well as engaging and enabling others to contribute to change
  • PLO 1: Business knowledge
  • PLO 2: Problem solving
  • PLO 3: Business communication
  • PLO 4: Teamwork
  • PLO 6: Global and cultural competence
  • PLO 7: Leadership development

Professionals capable of ethical, self-directed practice and independent lifelong learning
  • PLO 1: Business knowledge
  • PLO 2: Problem solving
  • PLO 3: Business communication
  • PLO 5: Responsible business practice

Global citizens who are culturally adept and capable of respecting diversity and acting in a socially just and responsible way.
  • PLO 1: Business knowledge
  • PLO 2: Problem solving
  • PLO 3: Business communication
  • PLO 4: Teamwork
  • PLO 5: Responsible business practice
  • PLO 6: Global and cultural competence

While our programs are designed to provide coverage of all PLOs and graduate capabilities, they also provide you with a great deal of choice and flexibility.  The Business School strongly advises you to choose a range of courses that assist your development against the seven PLOs and four graduate capabilities, and to keep a record of your achievements as part of your portfolio. You can use a portfolio as evidence in employment applications as well as a reference for work or further study. For support with selecting your courses contact the UNSW Business School Student Centre.




Academic Integrity and Plagiarism

Academic Integrity is honest and responsible scholarship. This form of ethical scholarship is highly valued at UNSW. Terms like Academic Integrity, misconduct, referencing, conventions, plagiarism, academic practices, citations and evidence based learning are all considered basic concepts that successful university students understand. Learning how to communicate original ideas, refer sources, work independently, and report results accurately and honestly are skills that you will be able to carry beyond your studies.

The definition of academic misconduct is broad. It covers practices such as cheating, copying and using another person’s work without appropriate acknowledgement. Incidents of academic misconduct may have serious consequences for students.

Plagiarism

UNSW regards plagiarism as a form of academic misconduct. UNSW has very strict rules regarding plagiarism. Plagiarism at UNSW is using the words or ideas of others and passing them off as your own. All Schools in the Business School have a Student Ethics Officer who will investigate incidents of plagiarism and may result in a student’s name being placed on the Plagiarism and Student Misconduct Registers.

Below are examples of plagiarism including self-plagiarism:

Copying: Using the same or very similar words to the original text or idea without acknowledging the source or using quotation marks. This includes copying materials, ideas or concepts from a book, article, report or other written document, presentation, composition, artwork, design, drawing, circuitry, computer program or software, website, internet, other electronic resource, or another person's assignment, without appropriate acknowledgement of authorship.

Inappropriate Paraphrasing: Changing a few words and phrases while mostly retaining the original structure and/or progression of ideas of the original, and information without acknowledgement. This also applies in presentations where someone paraphrases another’s ideas or words without credit and to piecing together quotes and paraphrases into a new whole, without appropriate referencing.

Collusion: Presenting work as independent work when it has been produced in whole or part in collusion with other people. Collusion includes:

  • Students providing their work to another student before the due date, or for the purpose of them plagiarising at any time
  • Paying another person to perform an academic task and passing it off as your own
  • Stealing or acquiring another person’s academic work and copying it
  • Offering to complete another person’s work or seeking payment for completing academic work

Collusion should not be confused with academic collaboration (i.e., shared contribution towards a group task).

Inappropriate Citation: Citing sources which have not been read, without acknowledging the 'secondary' source from which knowledge of them has been obtained.

Self-Plagiarism: ‘Self-plagiarism’ occurs where an author republishes their own previously written work and presents it as new findings without referencing the earlier work, either in its entirety or partially. Self-plagiarism is also referred to as 'recycling', 'duplication', or 'multiple submissions of research findings' without disclosure. In the student context, self-plagiarism includes re-using parts of, or all of, a body of work that has already been submitted for assessment without proper citation.

To see if you understand plagiarism, do this short quiz: https://student.unsw.edu.au/plagiarism-quiz

Cheating

The University also regards cheating as a form of academic misconduct. Cheating is knowingly submitting the work of others as their own and includes contract cheating (work produced by an external agent or third party that is submitted under the pretences of being a student’s original piece of work). Cheating is not acceptable at UNSW.

If you need to revise or clarify any terms associated with academic integrity you should explore the 'Working with Academic Integrity' self-paced lessons available at: https://student.unsw.edu.au/aim.

For UNSW policies, penalties, and information to help you avoid plagiarism see: https://student.unsw.edu.au/plagiarism as well as the guidelines in the online ELISE tutorials for all new UNSW students: http://subjectguides.library.unsw.edu.au/elise. For information on student conduct see: https://student.unsw.edu.au/conduct.

For information on how to acknowledge your sources and reference correctly, see: https://student.unsw.edu.au/referencing. If you are unsure what referencing style to use in this course, you should ask the lecturer in charge.


Student Responsibilities and Conduct

Students are expected to be familiar with and adhere to university policies in relation to class attendance and general conduct and behaviour, including maintaining a safe, respectful environment; and to understand their obligations in relation to workload, assessment and keeping informed.

Information and policies on these topics can be found on the 'Managing your Program' website.

Workload

It is expected that you will spend at least ten to twelve hours per week studying for a course except for Summer Term courses which have a minimum weekly workload of twenty to twenty four hours. This time should be made up of reading, research, working on exercises and problems, online activities and attending classes. In periods where you need to complete assignments or prepare for examinations, the workload may be greater. Over-commitment has been a cause of failure for many students. You should take the required workload into account when planning how to balance study with employment and other activities.

We strongly encourage you to connect with your Moodle course websites in the first week of semester. Local and international research indicates that students who engage early and often with their course website are more likely to pass their course.

View more information on expected workload

Attendance

Your regular and punctual attendance at lectures and seminars or in online learning activities is expected in this course. The Business School reserves the right to refuse final assessment to those students who attend less than 80% of scheduled classes where attendance and participation is required as part of the learning process (e.g., tutorials, flipped classroom sessions, seminars, labs, etc.).

View more information on attendance

General Conduct and Behaviour

You are expected to conduct yourself with consideration and respect for the needs of your fellow students and teaching staff. Conduct which unduly disrupts or interferes with a class, such as ringing or talking on mobile phones, is not acceptable and students may be asked to leave the class.

View more information on student conduct

Health and Safety

UNSW Policy requires each person to work safely and responsibly, in order to avoid personal injury and to protect the safety of others.

View more information on Health and Safety

Keeping Informed

You should take note of all announcements made in lectures, tutorials or on the course web site. From time to time, the University will send important announcements to your university e-mail address without providing you with a paper copy. You will be deemed to have received this information. It is also your responsibility to keep the University informed of all changes to your contact details.



Student Support and Resources

The University and the Business School provide a wide range of support services and resources for students, including:

Business School EQS Consultation Program
The Consultation Program offers academic writing, literacy and numeracy consultations, study skills, exam preparation for Business students. Services include workshops, online resources, individual and group consultations.
Level 1, Room 1035, Quadrangle Building.
BUS.EQS.Consultations@unsw.edu.au
02 9385 4508

Business School Student Centre
The Business School Student Centre provides advice and direction on all aspects of admission, enrolment and graduation.
Level 1, Room 1028 in the Quadrangle Building
02 9385 3189

UNSW Learning Centre
The UNSW Learning Centre provides academic skills support services, including workshops and resources, for all UNSW students. See their website for details.
Lower Ground Floor, North Wing Chancellery Building.
learningcentre@unsw.edu.au
02 9385 2060

Educational Support Service
Educational Support Advisors work with all students to promote the development of skills needed to succeed at university, whilst also providing personal support throughout the process. Check their website to request an appointment or to register in the Academic Success Program.
John Goodsell Building, Ground Floor.
advisors@unsw.edu.au
02 9385 4734

Library services and facilities for students
The UNSW Library offers a range of collections, services and facilities both on-campus and online.
Main Library, F21.
02 9385 2650

Moodle eLearning Support
Moodle is the University’s learning management system. You should ensure that you log into Moodle regularly.
externalteltsupport@unsw.edu.au
02 9385 3331

UNSW IT
UNSW IT provides support and services for students such as password access, email services, wireless services and technical support.
UNSW Library Annexe (Ground floor).
itservicecentre@unsw.edu.au
02 9385 1333

Disability Support Services
UNSW Disability Support Services provides assistance to students who are trying to manage the demands of university as well as a health condition, learning disability or who have personal circumstances that are having an impact on their studies. Disability Advisers can arrange to put in place services and educational adjustments to make things more manageable so that students are able to complete their course requirements. To receive educational adjustments for disability support, students must first register with Disability Services.
Ground Floor, John Goodsell Building.
disabilities@unsw.edu.au
02 9385 4734

UNSW Counselling and Psychological Services
Provides support and services if you need help with your personal life, getting your academic life back on track or just want to know how to stay safe, including free, confidential counselling.
Level 2, East Wing, Quadrangle Building.
counselling@unsw.edu.au
02 9385 5418


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MBAX9114