BMA584 Marketing Management THIS UNIT IS BEING OFFERED IN: HOBART and by DISTANCE

BMA584 Marketing Management THIS UNIT IS BEING OFFERED IN: HOBART and by DISTANCE
BMA584
Marketing Management
Semester 1, 2014
THIS UNIT IS BEING OFFERED IN:
HOBART and by DISTANCE
Teaching Team:
Prof Morgan Miles
CRICOS Provider Code: 00586B
1
Contents
Contact Details ……………………………………………………………………………………………………………………… Page 2
Unit Description ……………………………………………………………………………………………………………………. Page 3
Prior Knowledge &/or Skills OR Prerequisite Units ……………………………………………………………….. Page3
Intended Learning Outcomes and Generic Graduate Attributes..………………………………………….. Page 4
Learning Expectations and Teaching Strategies Approach …………………….………………………………. Page 6
Learning Resources ……………………………………………………………………………………………………………….. Page 6
Details of Teaching Arrangements ………………………………………………………………………………………… Page 7
Assessment …………………………………………………………………………………………………………………………… Page 8
Study Schedule …………………………………………………………………………………………………………………… Page 18
Contact Details
Unit Coordinator
Morgan Miles
Campus
Launceston
Room Number
A250
Email
[email protected]
Phone
03 6324 3928
Fax
03 6324 3369
Consultation
Time
TBA – will be available before
and after class in visiting
lecturer room TSBE building
2
Unit Description
1. To utilize the text to develop strategic market planning and analysis skills.
2. To provide an overview of strategic marketing management including ethical and global issues.
3. To develop a better understanding of how the marketing contributes to the delivery of value to
the customer.
Prior Knowledge &/or Skills OR Pre-Requisite Unit(s)
None.
Enrolment in the Unit
Unless there are exceptional circumstances, students should not enrol in this unit after the end of
week two of semester, as the Tasmanian School of Business and Economics (TSBE) cannot guarantee
that:


any extra assistance will be provided by the teaching team in respect of work covered in the
period prior to enrolment; and
penalties will not be applied for late submission of any piece or pieces of assessment that
were due during this period.
3
Intended Learning Outcomes and Generic Graduate Attributes
Assessment Criteria – In assessing this learning outcome I
will be looking at student ability to:
Assessment
Methods
Knowledge of the
theories and concepts
of marketing strategy
Explain marketing strategy theories and concepts.
Tests
In completing this unit, the following attributes are
delivered:
Explain how marketing strategy theories’ can be applied to
identify and address marketing problems and opportunities.
Tests
Knowledge:
Critically apply a broad,
coherent and in-depth
knowledge of
contemporary
marketing theories,
concepts, and processes
Identify and analyse marketing strategy problems and
opportunities in current organisation-based case studies.
GROUP PROJECTS
The ability to transfer knowledge to complex and uncertain
business situations and transmit that knowledge to
marketing professional peers for critical discussion.
Apply marketing strategy theory to case study issues and draw
conclusions
GROUP PROJECTS
Obtain, analyse and
interpret data relevant
to making evidencebased decisions in
emerging or new
marketing tasks in
complex contexts
Conduct independent research on contemporary strategic
issues.
GROUP PROJECTS
Learning Outcomes
Assess contemporary marketing strategy issues using the
lexicon/language of marketing strategy.
Critical evaluation of the Describe the limitations of marketing strategy theory.
theories and concepts in
marketing strategy
Justify the use of marketing strategy theories.
Graduate Attribute Outcomes
Extensive functional knowledge of:

Marketing management and its application to the
business environment; and

To become a functional lifelong learner for
professional and personal career aspirations.
GROUP PROJECTS
Communication:
Tests
Tests
The ability to engage in persuasive, succinct written
discussions to communicate and defend a position held.
4
Write clearly using the lexicon/language of strategy.
Marketing Plans
Written communication skills to create clear and detailed
analyses and non biased recommendations for marketing
executives and CEOs.
Problem Solving:
Effectively
communicate complex
strategic marketing
ideas in a broad set of
personal and group
contexts
The ability to apply logical, critical and creative thinking to
complex marketing related problems.
Communicate in the format of case analysis and essays.
GROUP PROJECTS
A critical grasp of theoretical frameworks and practices and
the ability to integrate and apply them to problem
resolution in a marketing strategy context.
The ability to locate, analyse, evaluate and effectively use
information from a range of media and in a number of
different formats.
Social Responsibility:
The ability to clearly articulate the legal and ethical issues
involved in marketing panning and strategy development
with executives and key stakeholder groups.
5
Learning Expectations and Teaching Strategies/Approach
The University is committed to a high standard of professional conduct in all activities, and holds its
commitment and responsibilities to its students as being of paramount importance. Likewise, it
holds expectations about the responsibilities students have as they pursue their studies within the
special environment the University offers. The University’s Code of Conduct for Teaching and
Learning states:
Students are expected to participate actively and positively in the teaching/learning
environment. They must attend classes when and as required, strive to maintain steady
progress within the subject or unit framework, comply with workload expectations, and
submit required work on time.
Occupational Health and Safety (OH&S)
The University is committed to providing a safe and secure teaching and learning environment. In
addition to specific requirements of this unit you should refer to the University’s policy at:
http://www.utas.edu.au/work-health-safety/
Learning Resources
Prescribed Text
Kotler, P & Keller, KL 2012, Marketing management global edition, 14th edn, Pearson.
ISBN: 9780273753360
Recommended Texts
Not applicable.
My Learning Online (MyLO)
This unit is web supported, and access to the online MyLO unit is required. Log into MyLO at:
http://www.utas.edu.au/learning-teaching-online and then select BMA584 Marketing Management
from the list of units. For help using MyLO go to http://www.utas.edu.au/learning-teachingonline/new-mylo/home .
Technical requirements for MyLO
For help and information about setting up your own computer and web browser for MyLO, see:
http://uconnect.utas.edu.au/
You can access the University network and MyLO via a laptop computer or other mobile device. See:
http://uconnect.utas.edu.au/uana.htm
MyLO can be accessed in the Library computers and in computer labs. See:
http://www.utas.edu.au/it/computing-distributed-systems/computer-labs-facilities-and-locations
For further technical information and help, contact the UTAS Service Desk on 6226 1818 or at
http://www.utas.edu.au/service-desk/
6
MyLO Expectations
1.
Students are expected to maintain the highest standards of conduct across all modes of
communication, either with staff or with other students. Penalties may be imposed if the Unit
Coordinator believes that, in any instance or mode of communication, your language or
content is inappropriate or offensive. MyLO is a public forum. Due levels of respect,
professionalism and high ethical standards are expected of students at all times.
2.
Submission of assessment tasks via MyLO presumes that students have read, understood and
abide by the requirements relating to academic conduct, and in particular, those requirements
relating to plagiarism. All work submitted electronically is presumed to be “signed-off” by the
student submitting as their own work. Any breach of this requirement will lead to student
misconduct processes.
3.
MyLO is an Internet service for teaching and learning provided by the University. It is
expected that at least once a day students will check MyLO.
Student Feedback via eVALUate
At the conclusion of each unit students will be asked to provide online responses to a number of
matters relating to the learning and teaching within that unit. All students are asked to respond
honestly to these questions, as all information received is used to enhance the delivery of future
offerings.
Details of Teaching Arrangements
Lectures/Workshops
There will be a series of 13 workshops held weekly throughout the semester.
Communication, Consultation and Appointments
Email Correspondence:
Students are also expected to check their UTAS email site on a regular basis (at least three times a
week). Students submitting requests or queries to staff via email should provide very clearly their:
Family name: Preferred name; Student ID; Unit code (i.e. BFA103) and allow teaching staff at least
two (2) business days to reply. Staff are not required to respond to emails in which students do not
directly identify themselves, which are threatening or offensive, and that come from external (nonUTAS) email accounts. Students are advised not to have their UTAS email forwarded to an external
email service (such as Gmail or Hotmail). In the past there have been significant issues where this
has occurred, resulting in UTAS being blacklisted by these email providers for a period of up to one
month.
Consultation and Appointment:
By appointment.
7
Assessment
Assessment Schedule
In order to pass this unit you must achieve an overall mark of at least 50 per cent of the total
available marks. Details of each assessment item are outlined below.
Students must attend and be prepared to discuss the class material for EACH CLASS.
CLASS ROOM DISCUSSION IS EXPECTED! This is REALITY BASED, the same as if you are an entry
level employee in a corporation. The course is designed as a seminar and REQUIRES FULL TEAM AND
INDIVIDUAL participation.
READ THE CHAPTERS YOU MUST HAVE ACCESS TO YOUR OWN COPIES AND READ Kotler & Keller
2012, MARKETING MANAGEMENT, 14th edn.
Assessment Items
Due Date
Value/Weighting
Test 1 and Test 2
See Study Schedule on
p.18
Exam period
50 marks (25 marks
each)
25 marks
See Study Schedule on
p.18
25 marks
Exam
Team Projects
Link to Learning
Outcomes
See below
See below
See below
Assessment Item 1 – Test 1 and Test 2
Task Length
Take TWO one-hour tests over the text, readings, and class notes.
Test grades are individual. Students are responsible for all assignments made
in the text, readings and all lecture materials.
See above
Assessment Criteria:
Knowledge of the theories and concepts of marketing strategy
Link to Unit’s
Learning Outcomes:
Knowledge of the theories and concepts of marketing strategy
Due Date:
See Study Schedule on p.18
Value:
50% (25% per test)
Task Description:
Assessment Item 2 – Exam
Task Description:
Take a final comprehensive exam.
Task Length
3 hours
Assessment Criteria:
Knowledge of the theories and concepts of marketing strategy
8
Link to Unit’s
Learning Outcomes:
Knowledge of the theories and concepts of marketing strategy
Due Date:
See Study Schedule on p.18
Value:
25 marks
Assessment Item 3 – Team Projects
Task Description:
MARKETING MANGEMENT TEAM PROJECTS – 1-3 STUDENTS PER TEAM:
To give students the opportunity to apply the theory from the Kotler text and
previous marketing classes there is a series of questions for each chapter that
requires the collection and analysis of company specific data. Student teams
must pick a company that is listed in the S&P 500 or is at least publicly
traded.
Specific objectives include:
1.
To develop an understanding of what marketing management is
2.
To integrate marketing strategy with the functional areas of business
3.
To encourage a long term, systems approach to problem solving
4.
To understand how ethics, corporate social responsibility, and
international issues impact marketing strategy
5.
To apply state of the art written and verbal presentation skills in
preparing and defending the analysis of strategy including
POWERPOINT and the INTERNET!
3.
TEAM CASE PROJECTS: (DISTANCE STUDENTS MUST PRESENT OVER
SKYPE DURING THE LECTURE TIME AND ARE RESPONSIBLE FOR
OBTAINING SKYPE – LECTURES WILL INCLUDE THE TUTORIAL TIME).
A. STANDARDS: For team assignments TEAM
MEMBERS WILL ALLOCATE THE PROPORTION OF
THE GRADES AMONG THE TEAM! ALL TEAM
MEMBERS SHOULD RECEIVE THE SAME GRADE IF
ALL ARE CONTRIBUTING! THIS MEANS THAT
EVERYONE MUST DO MORE THAN THEIR SHARE
AND HELP THE OTHER TEAM MEMBERS.
1. 3 PRESENTATIONS – Typically teams will
have 7 - 10 minutes for their presentations –
DISTANCE STUDENTS HAVE THE SAME
AMOUNT OF TIME FOR PRESENTATIONS.
MUST START AND END ON TIME! MUST
ANSWER ALL QUESTIONS FROM CHAPTER!
9
2. WRITEN REPORTS – LENGTH – NO MORE
THAN 10 pages – double spaced – with
citations, written in simple, clear business
English. MUST TURN IN A TEAM FOLDER
PRIOR TO PRESENTATION WITH WRITTEN
ANSWERS TO ALL QUESTIONS AND THE
ARTICLES, AND DATA USED TO SUPPORT
THESE ANSWERS.
B. TEAM ASSIGNMENTS: All STUDENTS SELECTED 1
to 3 person teams. On the SECOND DAY OF
CLASS each student TEAM will HAND IN A
complete a card FOR ALL TEAM MEMBERS that
addresses the following: Names of all team
members, student numbers, and Company Name!
DISTANCE STUDENTS MUST SUBMIT A E-MAIL
WITH THE SAME INFORMATION. TEAM WORK
MAY BE DIFFICULT FOR DISTANCE STUDENTS.
NOTE: SELECT OTHER STUDENTS THAT YOU CAN MEET WITH! GET ALONG
WITH, AND HAVE FUN WITH AND DO WELL WITH!
C.
TEAM COMPANIES: EACH TEAM SELECTS A UNIQUE FIRM THAT
IS LISTED IN THE S&P 500 or ASX . If more than one team
selects a firm, then the instructor will randomly assign the
firm to one of the teams.
You MUST be able to access public information on the internet.
*
the text.
The PROJECTS will be ongoing and tied to the current topic of
*
Teams are required to provide examples & data to SUPPORT
DISCUSSION
*
The Final presentation will be a complete assessment of your firm
and the value it has created for its shareholders & customers via
marketing!
SPECIAL ISSUES FOR PROJECTS
1.
MUST USE REAL DATA TO SUPPORT ANALYSIS!
2.
Ability to project and communicate in the presentations
3.
Ability to coordinate the presentations
4.
Preparation is the key
10
5.
Focus on QUALITY AND CONTINUOUS IMPROVEMENT OF
ASSESSMENTS AND PRESENTATIONS, ADD VALUE TO THE CLASS
DISCUSSION OF THE TEXT!
6.
Sensitivity and RESPECT FOR other perspectives.
7.
ALL DO MORE THAN THEIR FAIR SHARE TO BENEFIT THE TEAM
8.
REMEMBER THAT 25% of your grade is tied to the material
provided and the presentations.
9.
FULL IDENTIFICATION WITH FIRM
10.
RESPECT OTHERS AND HELP OTHERS DO BETTER!
11.
GRADING RUBRIC ATTACHED
Chapters 1 - 3 Presentation 1
1. Identify how your firm has leveraged the 4 components of the
marketing concept to create value for its customers, stakeholders,
and owners.
2. How is your firm dealing with the current economic, energy, and/or
food crises? Are able to exploit this as a marketing opportunity?
3. Explain how (if) your firm uses market penetration, market
development, product development, and diversification strategy.
Which is most PROFITABLE?
Chapters 4 - 8 Presentation 2
1. Fully explain your firm’s and its major competitor’s customer
delivered value equation – for example how does your firm create
image related benefits while reducing total customer costs? Or how
could they do this better?
2. What is your firm’s segmentation and target marketing strategy?
How does it segment and target its markets? What segments are
the most important to your firm?
3. Discuss how your firm manages its target markets consumer decision
process. Discuss how the marketing mix should be managed
depending on your firm’s customer’s decision process.
11
Chapters 9 - 22 Presentation 3
1. Fully apply the ‘six’ forces & structure, conduct, performance, models
to your firm & its primary industry.
2. Fully describe your firm’s relative competitive advantage and what is
it based on.
3. Place your firm’s top three products in the PLC (in terms of
adoption). What are the marketing management implications for
each of the products?
Task Length
Presentations: 7-10 minutes; written report: no more than 10 pages –
double spaced
Assessment Criteria:
See grading sheet
Link to Unit’s
Learning Outcomes:
Effectively communicate complex strategic marketing ideas in a broad set of
personal and group contexts.
Obtain, analyse and interpret data relevant to making evidence-based
decisions in emerging or new marketing tasks in complex contexts.
Critical evaluation of the theories and concepts in marketing strategy.
Knowledge of the theories and concepts of marketing strategy.
Critically apply a broad, coherent and in-depth knowledge of contemporary
marketing theories, concepts, and processes.
Due Date:
See Study Schedule on p.18
12
GRADING RUBIC FOR EACH TEAM PRESENTATION
TEAM:__________________________
PRESENTATION #________________
COMMENTS
POINTS (OUT OF 10 TOTAL)
CONTENT & ANALYSIS OF
QUESTIONS
(UP TO 4 POINTS)
USE OF AV & APPEARANCE
(1 POINT)
WRITTEN REPORT AND
DATA THAT SUPPORTS
ANALYSIS
(UP TO 5 POINTS)
TOTAL
(OUT OF 10 POINTS)
13
How Your Final Result Is Determined.
A simple average of assessment marks.
Submission of Assessment Items
Lodging Assessment Items
Assignments must be submitted electronically through the relevant assignment drop box in MyLO.
All assessment items must be handed in by 2.00pm on the due date. Where appropriate, unit
coordinators may also request students submit a paper version of their assignments.
All assignments must have a TSBE Assignment Cover Sheet, which is available as a blank template
from the TSBE website: [http://www.utas.edu.au/business-and-economics/student-resources]. All
assignments must include your name, student ID number, tutorial day/time, and your tutor’s name.
If this information is missing the assignment will not be accepted and, therefore, will not be
marked.
Please remember that you are responsible for lodging your assessment items on or before the due
date. We suggest you keep a copy. Even in ‘perfect’ systems, items sometimes go astray.
Late Assessment and Extension Policy
In this Policy
(a) ‘day’ or ‘days’ includes all calendar days, including weekends and public holidays;
(b) ‘late’ means after the due date and time; and
(c) ‘assessment items’ includes all internal non-examination based forms of assessment
2.
This Policy applies to all students enrolled in Faculty of Business Units at whatever Campus or
geographical location.
3.
Students are expected to submit assessment items on or before the due date and time specified
in the relevant Unit Outline. The onus is on the student to prove the date and time of
submission.
4.
Students who have a medical condition or special circumstances may apply for an extension.
Requests for extensions should, where possible, be made in writing to the Unit Coordinator on
or before the due date. Students will need to provide independent supporting documentation
to substantiate their claims.
5.
Late submission of assessment items will incur a penalty of 10% of the total marks possible for
that piece of assessment for each day the assessment item is late unless an extension had been
granted on or before the relevant due date.
6.
Assessment items submitted more than five (5) days late will not be accepted.
7.
Academic staff do NOT have the discretion to waive a late penalty, subject to clause 4 above.
14
Academic Referencing and Style Guide
In your written work you will need to support your ideas by referring to scholarly literature, works of
art and/or inventions. It is important that you understand how to correctly refer to the work of
others and maintain academic integrity.
Failure to appropriately acknowledge the ideas of others constitutes academic dishonesty
(plagiarism), a matter considered by the University of Tasmania as a serious offence.
The appropriate referencing style for this unit is: the Harvard style. For information on presentation
of assignments, including referencing styles: http://utas.libguides.com/referencing
Review of Assessment and Results
Review of Internal Assessment
It is expected that students will adhere to the following policy for a review of any piece of
continuous/internal assessment. The term continuous/internal assessment includes any assessment
task undertaken across the teaching phase of any unit (such as an assignment, a tutorial
presentation, and online discussion, and the like), as well as any capstone assignment or take-home
exam.
Within five (5) days of release of the assessment result a student may request a meeting with the
assessor for the purpose of an informal review of the result (in accordance with Academic
Assessment Rule No. 2 Clause 22 – www.utas.edu.au/university-council/universitygovernance/rules). During the meeting, the student should be prepared to discuss specifically the
marks for the section(s) of the marking criteria they are disputing and why they consider their
mark(s) is/are incorrect. The assessor will provide a response to the request for review within five (5)
days of the meeting.
If the student is dissatisfied with the response they may request a formal review of assessment by
the Head of School, with the request being lodged within five (5) days of the informal review being
completed. A Review of Internal Assessment Form must be submitted with the formal review
(http://www.studentcentre.utas.edu.au/examinations_and_results/forms_files/review_of_assessm
ent.pdf).
Review of Final Exam/Result
In units with an invigilated exam students may request a review of their final exam result. You may
request to see your exam script after results have been released by completing the Access to Exam
Script Form, which is available from the TSBE Office, or at the following link –
http://www.utas.edu.au/business-and-economics/student-resources. Your unit coordinator will
then contact you by email within five (5) working days of receipt of this form to go through your
exam script.
Should you require a review of your final result a formal request must be made only after
completing the review of exam script process list above. To comply with UTAS policy, this request
must be made within ten (10) days from the release of the final results (in accordance with
Academic Assessment Rule No. 2 Clause 22 – www.utas.edu.au/university-council/universitygovernance/rules). You will need to complete an Application for Review of Assessment Form, which
can be accessed from
15
www.studentcentre.utas.edu/examinations_an_results/forms_files/review_of_assessment.pdf.
Note that if you have passed the unit you will be required to pay $50 for this review.
The TSBE reserves the right to refuse a student request to review final examination scripts should
this process not be followed.
Further Support and Assistance
If you are experiencing difficulties with your studies or assessment items, have personal or lifeplanning issues, disability or illness which may affect your study then you are advised to raise these
with your lecturer or tutor in the first instance.
If you do not feel comfortable contacting one of these people, or you have had discussions with
them and are not satisfied, then you are encouraged to contact the Director of Postgraduate
Programs:
Name: Dr Rob Hecker
Room: 307, Commerce Building, Sandy Bay
Phone: 03 6226 1774
Email: 03 6226 2170
There is also a range of University-wide support services available to students, including Student
Centre Administration, Careers and Employment, Disability Services, International and Migrant
Support, and Student Learning and Academic Support. Please refer to the Current Students website
(available from www.utas.edu.au/students) for further information.
If you wish to pursue any matters further then a Student Advocate may be able to assist.
Information about the advocates can be accessed from www.utas.edu.au/governancelegal/students-complaints .
The University also has formal policies, and you can find out details about these policies from the
following link – www.utas.edu.au/governance-legal/student-complaints/how-to-resolve-a-studentcomplaint/self-help-checklist.
16
Academic Misconduct and Plagiarism
Academic misconduct includes cheating, plagiarism, allowing another student to copy work for an
assignment or an examination, and any other conduct by which a student:
(a) seeks to gain, for themselves or for any other person, any academic advantage or
advancement to which they or that other person are not entitled; or
(b) improperly disadvantages any other student.
Students engaging in any form of academic misconduct may be dealt with under the Ordinance of
Student Discipline. This can include imposition of penalties that range from a deduction/cancellation
of marks to exclusion from a unit or the University. Details of penalties that can be imposed are
available in the Ordinance of Student Discipline – Part 3 Academic Misconduct, see
http://www.utas.edu.au/universitycouncil/legislation/.
Plagiarism is a form of cheating. It is taking and using someone else’s thoughts, writings or
inventions and representing them as your own, for example:




using an author’s words without putting them in quotation marks and citing the source;
using an author’s ideas without proper acknowledgment and citation; or
copying another student’s work.
using ones’ own work from previously submitted assessment items if repeating a unit.
If you have any doubts about how to refer to the work of others in your assignments, please
consult your lecturer or tutor for relevant referencing guidelines, and the academic integrity
resources on the web at http://www.academicintegrity.utas.edu.au/ The intentional copying of
someone else’s work as one’s own is a serious offence punishable by penalties that may range from
a fine or deduction/cancellation of marks and, in the most serious of cases, to exclusion from a unit,
a course, or the University.
The University and any persons authorised by the University may submit your assessable works to
a plagiarism checking service, to obtain a report on possible instances of plagiarism. Assessable
works may also be included in a reference database. It is a condition of this arrangement that the
original author’s permission is required before a work within the database can be viewed.
For further information on this statement and general referencing guidelines, see
http://www.utas.edu.au/plagiarism/ or follow the link under ‘Policy, Procedures and Feedback’ on
the Current Students homepage.
17
Tutorial/Workshop Program
Lectures will use tutorial time.
Study Schedule
Week
Start of Week
Text Chapter
Topic
1
24 February
1,2
PICK GROUPS AND
TEAM
2
3 March
3,4
3
10 March
5,6
4
17 March
7,
PRESENTATION ONE
5
24 March
8
TEST 1 Ch 1-8
6
31 March
9, 10
7
7 April
11
8
14 April
9
28 April
12, 13
10
5 May
14, 15
11
12 May
16, 17
12
19 May
18
13
26 May
TEST 2
PRESENTATION TWO
PRESENTATION
THREE
Test 2
18
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