MRKT11029 - Marketing Fundamentals
Term 1 - 2017


All details in this unit profile for MRKT11029 have been officially approved by CQUniversity and represent a learning partnership between the University and you (our student). The information will not be changed unless absolutely necessary and any change will be clearly indicated by an approved correction included in the profile.

Overview

This unit will provide you with a sound knowledge of the origins of trading goods and services and the development of modern marketing practice and theory. Emphasis is placed on developing an understanding of marketing principles and their application. In particular the unit approaches marketing not only as a functional area of an organisation but also as a philosophy of doing business.

Details

Career Level Undergraduate
Unit Level Level 1
Credit Points 6
Student Contribution Band 3A
Fraction of Full-Time Student Load 0.125

Attendance Requirements

All on-campus students are expected to attend scheduled classes – in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).

Offerings

Term 1 - 2017
  • Brisbane
  • Bundaberg
  • Cairns
  • Distance
  • Gladstone
  • Mackay
  • Melbourne
  • Perth
  • Rockhampton
  • Sydney
  • Townsville

Website

This unit has a website, within the Moodle system, which is available two weeks before the start of term. It is important that you visit your Moodle site throughout the term. Go to Moodle

Recommended Student Time Commitment

Each 6-credit Undergraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.

Class Timetable

Assessment Overview

Assessment Task Weighting
1. Online Quiz(zes) 20%
2. Portfolio 40%
3. Presentation and Written Assessment 40%

This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of ‘pass’ in order to pass the unit. If any ‘pass/fail’ tasks are shown in the table above they must also be completed successfully (‘pass’ grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the ‘assessment task’ section (note that in some instances, the minimum mark for a task may be greater than 50%). Consult the University’s Grades and Results Procedures for more details of interim results and final grades.

All University policies are available on the IMPortal.

You may wish to view these policies:

  • Grades and Results Procedure
  • Assessment Policy and Procedure (Higher Education Coursework)
  • Review of Grade Procedure
  • Academic Misconduct Procedure
  • Monitoring Academic Progress (MAP) Policy and Procedure – Domestic Students
  • Monitoring Academic Progress (MAP) Policy and Procedure – International Students
  • Refund and Excess Payments (Credit Balances) Policy and Procedure
  • Student Feedback – Compliments and Complaints Policy and Procedure
  • Acceptable Use of Information and Communications Technology Facilities and Devices Policy and Procedure

This list is not an exhaustive list of all University policies. The full list of University policies are available on the IMPortal.

Feedback, Recommendations and Responses

Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.

Feedback Source Recommendation
Some students requested more student participation in Blackboard Collaborate sessions and Moodle forum discussions. Course evaluation Blackboard Collaborate sessions will be scheduled throughout the term and Moodle forum discussions will be on-going so as to encourage greater participation from students.
Some students requested topics on Moodle be viewable two weeks in advance of schedule. Course evaluation All topics on Moodle to be viewable for students at least two weeks in advance of schedule and with prior notification.
Some students were receptive to the provision of assessment guidelines and additional course materials through the course Moodle page. Course evaluation Continue providing students with assessment guidelines and additional course materials through the course Moodle page.
On successful completion of this unit, you will be able to:
  1. explain your awareness of the nature and scope of marketing in general
  2. discuss your developed appreciation of the marketing concept
  3. elaborate upon your awareness of the key concepts and tools of marketing, and their respective roles in business
  4. describe and critically discuss how marketing fits into the overall business function
  5. explain your understanding of marketing research techniques and analysis, and how they are important to marketing decision-making
  6. differentiate between the marketing mix and the extended marketing mix.
  7. demonstrate knowledge of new product marketing in both written and oral form.

Alignment of Assessment Tasks to Learning Outcomes

Assessment Tasks Learning Outcomes
1 2 3 4 5 6 7
1 - Online Quiz(zes)          
2 - Portfolio    
3 - Presentation and Written Assessment

Alignment of Graduate Attributes to Learning Outcomes

  • Introductory Level
  • Intermediate Level
  • Graduate Level
Graduate Attributes Learning Outcomes
1 2 3 4 5 6 7
1. Communication
2. Problem Solving
3. Critical Thinking
4. Information Literacy
5. Team Work      
6. Information Technology Competence
7. Cross Cultural Competence    
8. Ethical practice

Alignment of Assessment Tasks to Graduate Attributes

  • Introductory Level
  • Intermediate Level
  • Graduate Level
Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7 8
1 - Online Quiz(zes)  
2 - Portfolio  
3 - Presentation and Written Assessment  

Prescribed Textbooks

Principles of Marketing
Author/s: Armstrong, G., Adam, S., Denize, S., & Kotler, P. Year: 2015
Edition: 6th Publisher: Pearson Australia
City: Melbourne State: VIC
Country: Australia
View textbooks at the CQUniversity Bookshop
Note:

Note: The prescribed textbook is also available in eText format and this can be purchased online directly from Pearson Australia.

IT Resources

You will need access to the following IT resources:
  • CQUniversity Student Email
  • Internet
  • Unit Website (Moodle)
  • Microsoft Word and PowerPoint
All submissions for this unit must use the American Psychological Association (APA) referencing style (details can be obtained here). For further information, see the Assessment Tasks below.
Unit CoordinatorWarren Lawson (w.lawson1@cqu.edu.au)
Note: Check the Term-Specific section for any additional contact information provided by the teaching team
Week Begin Date Module/Topic Chapter Events and Submissions
Week 1 06-03-2017

Marketing: Creating and capturing customer value & Company and marketing strategy: Partnering to build customer relationships

Chapters 1 & 2

Week 2 13-03-2017

Analysing the marketing environment

Chapter 3

Week 3 20-03-2017

Managing marketing information to gain customer insights

Chapter 4

Online Quiz 1 opens Monday (20 March 2017) 09:00 AM AEST

Week 4 27-03-2017

Understanding consumer and business buyer behaviour

Chapter 5

Online Quiz 1 closes Monday (27 March 2017) 11:45 PM AEST

Week 5 03-04-2017

Customer-driven marketing strategy: Creating value for target customers

Chapter 6

Online Quiz 2 opens Monday (03 April 2017) 09:00 AM AEST

Vacation Week 10-04-2017

Online Quiz 2 closes Monday (10 April 2017) 11:45 PM AEST

Week 6 17-04-2017

Products, services and brands: Offering customer value

Chapter 7


Assessment 2 Due Friday (21 Apr 17) 11:45 PM AEST
Week 7 24-04-2017

Developing new products and managing innovation

Chapter 8

Online Quiz 3 opens Monday (24 April 2017) 09:00 AM AEST

Week 8 01-05-2017

Pricing to capture customer value

Chapter 9

Online Quiz 3 closes Monday (01 May 2017) 11:45 PM AEST

Week 9 08-05-2017

Placement: Customer value fulfilment

Chapter 10

Online Quiz 4 opens Monday (08 May 2017) 09:00 AM AEST

Week 10 15-05-2017

Communicating customer value: Advertising and public relations & Personal selling and sales promotion

Chapters 11 & 12

Online Quiz 4 closes Monday (15 May 2017) 11:45 PM AEST

Week 11 22-05-2017

Direct and digital marketing: Building one-to-one customer relationships

Chapter 13


Week 12 29-05-2017

Sustainable marketing: Social responsibility, ethics and legal compliance

Chapter 14


Assessment 3 Due Friday (02 Jun 17) 11:45 PM AEST
Review/Exam Week 05-06-2017
Exam Week 12-06-2017

Contact information for Warren Lawson:

I encourage all students to contact me, either by email or telephone, with any personal questions or queries relating to the unit.

Email: w.lawson1@cqu.edu.au

Telephone: +61 (03) 9616 0518

I'm based on the Melbourne Campus and can be found in the Business and Law staff room on level 4, 120 Spencer Street.

1 Online Quiz(zes)

Assessment Title Assessment 1
Task Description

Assessment 1 consists of FOUR (4) online quizzes with ten (10) questions in each quiz. Each quiz is a maximum 25 minutes in duration.

Your task in Assessment 1 is to complete all four online quizzes.

Instructions and advice

  • This is an individual assessment (no groups).
  • All four quizzes are attempted online through the unit Moodle site.
  • Refer to the table below for quiz opening and closing times.
  • Each quiz will address content from a relevant chapter of the prescribed textbook.
  • Each quiz is worth a maximum 5% towards your overall grade (i.e. 4 quizzes x 5% = 20%).
  • Each quiz consists of 10 questions and is a maximum 25 minutes in duration.
  • Answer format will be a combination of multiple choice and true or false.
  • There are no negative marks for incorrect answers.
  • Quizzes can be found under the assessment block on the unit Moodle site.
  • These are open book quizzes so you can have your textbook with you when doing each quiz.
  • Each online quiz can only be attempted ONCE so do not open the quiz until you are ready to complete the entire quiz.
  • Responsibility for access, Internet Service Provider, browsers, Internet connection and the computer you use remains with the student.
  • Refer system access problems (e.g. Moodle login or password issues) to the Technology and Services Assistance Centre (tasac@cqu.edu.au) as soon as possible.
  • Any problems during the quiz (e.g. screen has frozen) email the Unit Coordinator (w.lawson1@cqu.edu.au) as soon as possible identifying the unit, your full name, student number, campus and approximate time the problem occurred.
  • Students are encouraged to provide their own timer and not rely on the computer.

Skills

  • Quizzes will test marketing knowledge and understanding.

Quiz Content Quiz Opening Day/Time Quiz Closing Day/Time
1 Chapter 4 Week 3 Monday (20 March 2017) 09:00 AM AEST Week 4 Monday (27 March 2017) 11:45 PM AEST
2 Chapter 6 Week 5 Monday (03 April 2017) 09:00 AM AEST Vacation Week Monday (10 April 2017) 11:45 PM AEST
3 Chapter 8 Week 7 Monday (24 April 2017) 09:00 AM AEST Week 8 Monday (01 May 2017) 11:45 PM AEST
4 Chapter 10 Week 9 Monday (08 May 2017) 09:00 AM AEST Week 10 Monday (15 May 2017) 11:45 PM AEST

Number of Quizzes 4
Assessment Due Date Various (see Quiz opening and closing times in 'Task Description')
Return Date to Students Marks are shown on completion of each quiz.
Weighting 20%
Assessment Criteria

Assessment 1

  • Each question is worth half a mark (0.5 marks).
  • 10 questions per quiz x 0.5 marks x 4 quizzes.
  • Total: Out of 20 marks.
Submission Online

(through Moodle)

Learning Outcomes Assessed
This section can be expanded to view the assessed learning outcomes

1. explain your awareness of the nature and scope of marketing in general

3. elaborate upon your awareness of the key concepts and tools of marketing, and their respective roles in business

Graduate Attributes
This section can be expanded to view the assessed graduate attributes

1. Communication

2. Problem Solving

3. Critical Thinking

4. Information Literacy

6. Information Technology Competence

7. Cross Cultural Competence

8. Ethical practice



2 Portfolio

Assessment Title Assessment 2
Task Description

Assessment 2 requires you to undertake a market opportunity analysis for a new product. You will present the market opportunity analysis as a portfolio. This portfolio should be 1500-2000 words maximum in length excluding the title page and reference list.

Your task in Assessment 2 is to choose ONE (1) of the options listed below and write a market opportunity analysis focusing on current Australian market conditions to determine market attractiveness for your product.

a) QikVin reusable wine bottle (viewed 31/01/2017), https://www.kickstarter.com/projects/416039610/qikvin-raising-wine-preservation-to-new-heights/

b) Qkey removable online security device (viewed 31/01/2017), https://www.kickstarter.com/projects/qkey/qkey-a-smart-simple-and-secure-online-experience?ref=category_popular

c) Scollar Mini smart collar for dogs and cats (viewed 31/01/2017), https://www.kickstarter.com/projects/scollar/scollar-mini-for-small-dogs-and-cats?ref=category_popular

d) Solowheel Iota personal e-vehicle (viewed 31/01/2017), https://www.kickstarter.com/projects/687658339/solowheel-iota-a-mini-personal-e-vehicle?ref=category_popular

e) A new product for the business/organisation you currently work for or the business/organisation you want to start up. If you choose this option, on-campus (internal) students will need to gain approval from your local lecturer/tutor. Off-campus (external) students will need to contact the course coordinator w.lawson1@cqu.edu.au for approval.

NB: The option you choose will also be used in Assessment 3.

You will need to address the following criteria:

  1. Describe the new product chosen and current market conditions in Australia by examining relevant business trends, competitors, customer needs and other factors in the marketing environment that may affect consumer purchasing (research evidence is expected to help support your discussion);
  2. Conduct a strengths, weaknesses, opportunities and threats (SWOT) analysis for your new product;
  3. In general, explain your understanding of the nature and scope of marketing plus the marketing concept;
  4. In general, explain your understanding of marketing research techniques and analysis, and how they are important to marketing decision-making; and
  5. Differentiate between the marketing mix and the extended marketing mix.

Instructions

  • This is an individual assessment (no groups).
  • Submit your portfolio online through the unit Moodle site.

Your portfolio should contain the following:

  • A single Word document (no PDF) that addresses each of the 5 criteria listed above plus a reference list showing use in-text of at least six (6) scholarly sources of information, not including the prescribed textbook.
  • Use size 12 font with 1.5 line-spacing in this Word document.
  • An appendices (this is compulsory) inserted at the end of the Word document that includes:
    • Self-evaluation documenting your learning journey.
    • Any other supporting items such as graphs, charts, tables and diagrams you deem suitable.

Skills

  • A market opportunity analysis is widely used to determine market attractiveness.
  • A portfolio is a collection of items documenting what and how you have learnt.
  • This is a challenging assignment. It will provide you with the opportunity to undertake a significant piece of work
    with a practical commercial application.

Assessment Due Date Week 6 Friday (21-Apr-2017) 11:45 PM AEST
Return Date to Students Week 9 Monday (08-May-2017)
The return date will apply to submissions made before or on the due date.
Weighting 40%
Assessment Criteria

Assessment 2

  • Product description, current market conditions and analysis. Out of 11 marks.
  • SWOT analysis. Out of 6 marks.
  • Nature and scope of marketing plus the marketing concept . Out of 3 marks.
  • Marketing research techniques and importance. Out of 2 marks.
  • The marketing mix and extended marketing mix. Out of 2 marks.
  • Citations and Reference list. Out of 3 marks.
  • Self-evaluation. Out of 5 marks.
  • Supporting items. Out of 5 marks.
  • Spelling, grammar, and written presentation. Out of 3 marks.
  • Total: Out of 40 marks.
Referencing Style American Psychological Association (APA)
Submission Online

(through Moodle)

Learning Outcomes Assessed
This section can be expanded to view the assessed learning outcomes

1. explain your awareness of the nature and scope of marketing in general

2. discuss your developed appreciation of the marketing concept

3. elaborate upon your awareness of the key concepts and tools of marketing, and their respective roles in business

5. explain your understanding of marketing research techniques and analysis, and how they are important to marketing decision-making

6. differentiate between the marketing mix and the extended marketing mix.

Graduate Attributes
This section can be expanded to view the assessed graduate attributes

1. Communication

2. Problem Solving

3. Critical Thinking

4. Information Literacy

5. Team Work

6. Information Technology Competence

8. Ethical practice



3 Presentation and Written Assessment

Assessment Title Assessment 3
Task Description

Assessment 3 requires the submission of TWO items (i.e. one Word file and one PowerPoint file).

You are to write and make a presentation on marketing objectives, marketing strategy and action programs for the new product chosen in Assessment 2. The written component should be 1500-2000 words maximum in length excluding the title page and reference list. The presentation component will be in PowerPoint format with voice-over limited to 5 slides and no longer than 5 minutes in duration.

Assume that the new product chosen in Assessment 2 is viable for market entry into Australia. The decision has now been made by senior management to launch this new product into Australia sometime in 2017.

Your task in Assessment 3 is to prepare marketing objectives, marketing strategy and action programs for the first six months from product launch.

You will need to address the following criteria:

  1. Propose and justify three (3) marketing objectives you think are achievable within the first six months of product launch (e.g. sales targets, product awareness, customer retention and satisfaction, brand management);
  2. Justify the preferred market segments, targeted customers, and intended positioning;
  3. Propose and justify marketing strategy for two (2) of the 4Ps (i.e. product or pricing strategy plus placement or promotion strategy); and
  4. Propose action programs for the first six months of product launch to achieve stated marketing objectives.

Instructions

  • This is an individual assessment (no groups).
  • Submit both your written component and presentation component online through the unit Moodle site.

Your written component should contain the following:

  • A single Word document (no PDF) that addresses each of the 4 criteria listed above plus a reference list showing use in-text of at least six (6) scholarly sources of information, not including the prescribed textbook.
  • Use size 12 font with 1.5 line-spacing in this Word document.

Your presentation component should contain the following:

  • A summary only of key information in your written Word document.
  • The format will be PowerPoint with voice-over (no word limit) but limited to a maximum 5 slides and a maximum 5 minutes in duration.

Skills

  • The written component consisting of the marketing objectives, marketing strategy and action programs are all integral elements of a marketing plan.
  • Using PowerPoint with voice-over enhances professionalism and helps keep the viewer's focus during presentations.
  • This is a challenging assignment. It will provide you with the opportunity to undertake a significant piece of work with a practical commercial application.
Assessment Due Date Week 12 Friday (02-Jun-2017) 11:45 PM AEST
Return Date to Students Assessment 3 submissions will be returned on the Certification of Grades date (Friday 7 July 2017).
Weighting 40%
Assessment Criteria

Assessment 3

  • Three marketing objectives. Out of 3 marks.
  • Market segmentation, targeted customers and intended positioning. Out of 5 marks.
  • Product or pricing strategy. Out of 7 marks.
  • Placement or promotion strategy. Out of 7 marks.
  • Action programs. Out of 2 marks.
  • Citations and Reference list. Out of 3 marks.
  • Spelling, grammar and written presentation. Out of 3 marks.
  • PowerPoint meets specified requirements. Out of 5 marks.
  • Voice-over is clear and fluent. Out of 5 marks.
  • Total: Out of 40 marks.
Referencing Style American Psychological Association (APA)
Submission Online

(through Moodle)

Learning Outcomes Assessed
This section can be expanded to view the assessed learning outcomes

1. explain your awareness of the nature and scope of marketing in general

2. discuss your developed appreciation of the marketing concept

3. elaborate upon your awareness of the key concepts and tools of marketing, and their respective roles in business

4. describe and critically discuss how marketing fits into the overall business function

5. explain your understanding of marketing research techniques and analysis, and how they are important to marketing decision-making

6. differentiate between the marketing mix and the extended marketing mix.

7. demonstrate knowledge of new product marketing in both written and oral form.

Graduate Attributes
This section can be expanded to view the assessed graduate attributes

1. Communication

2. Problem Solving

3. Critical Thinking

4. Information Literacy

6. Information Technology Competence

7. Cross Cultural Competence

8. Ethical practice




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