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BMA151

Principles of Marketing

Semester 1, 2014

THIS UNIT IS BEING OFFERED BY

DISTANCE

Teaching Team:

Dr Stuart Crispin

CRICOS Provider Code: 00586B

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Contents

Contact Details ……………………………………………………………………………………………………………………… Page 2

Unit Description ……………………………………………………………………………………………………………………. Page 3

Prior Knowledge &/or Skills OR Prerequisite Units ……………………………………………………………….. Page 3

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 9

Assessment …………………………………………………………………………………………………………………………… Page 10

Study Schedule ……………………………………………………………………………………………………………………. Page 19

Contact Details

Unit Coordinator Dr Stuart Crispin

Campus Hobart

Room Number Com308

Email Stuart.Crispin@utas.edu.au

Phone +61 3 6226 7476

Fax +61 3 6226 2808

Consultation

Time

By Appointment

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Unit Description

Whether or not you realise it, you are surrounded by examples of marketing. When you tune in to

the television, log onto the Internet, or pick up your favourite magazine, you are on the receiving

end of thousands of marketing messages. Each time you enter a shopping complex, walk through the

streets of town, or visit a cinema, you are exposed to thousands of different products. And when you

visit the dentist, have your hair cut, or decide which holiday package to take, you are involved some

form of services marketing effort. In this introductory unit we explore the basic principles and

concepts that underpin marketing, so that you can develop a solid grounding for your future studies.

The knowledge that you gain by undertaking this unit will also be of value even if you do not go on to

study marketing, because marketing is relevant to all areas of business. We aim to teach you how to

become aware of the marketing practices that surround you, to understand what marketing is all

about, and why marketing is so central to many business decisions. We will also explore some of the

more contemporary issues facing marketers today, and demonstrate how understanding these

issues will make you a more informed marketing student.

Prior Knowledge &/or Skills OR Pre-Requisite Unit(s)

BMA101 Introduction to Management.

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.

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Intended Learning Outcomes and Generic Graduate Attributes

Learning Outcomes In this unit students will learn:

Assessment Criteria: In assessing the learning outcome students will need to:

Assessment Methods

Graduate Attribute Outcomes

Marketing’s role in an organisation and society:

Identify the marketing roles in an organisation. JIT Questions & Case analysis

The assessment items for this unit have been designed to develop the following graduate attributes in students: Assessment Item 1 – JIT Questions Knowledge (1) - Basic, broad subject knowledge and a limited ability to apply knowledge to simple business situations. Communication (1) - Written communication skills, including the ability to use academic sources to develop and present a well-reasoned argument in a logical and coherent manner. Assessment Item 2 – Case analysis Part A Problem solving (1) - The ability to think logically and use simple marketing related theories, models and methods. The ability to locate and utilise information in a timely manner. Knowledge (1) - Basic, broad subject knowledge and a limited ability to apply knowledge to simple business situations. Communication (1) - Written and oral communication skills, including the ability to gather and analyse information from a variety of sources, and use this information to develop and present a well-reasoned argument and perspective. Assessment Item 3 – Case analysis Part B Problem solving (1) - The ability to think logically and use simple marketing related theories, models and methods. The ability to locate and utilise information in a timely manner. Knowledge (1) - Basic, broad subject knowledge and a limited ability to apply knowledge to simple business situations. Communication (1) - Written communication skills, including the ability to gather and analyse information from a variety of sources, and use this information to develop and present a well-reasoned argument and perspective.

Identify the positive and negative impacts of marketing on society. JIT Questions & Exam

Discuss marketing’s role in organisations and society. JIT Questions & Exam

How to find and use marketing relevant data:

Define “marketing relevant data”. JIT Questions & Case analysis

Identify primary and secondary data sources and gather marketing relevant data.

JIT Questions & Case analysis

Apply evaluative criteria to data to determine data quality. JIT Questions & Case analysis

Use marketing relevant data in decision making. JIT Questions & Case analysis

Broad knowledge of the principles, strategies and elements of marketing:

Identify and define the drivers of consumer behaviour. JIT Questions & Case analysis

Identify and define the stages in the process of segmentation, target marketing and positioning.

JIT Questions & Case analysis

Discuss the functional and strategic role of the marketing mix.

JIT Questions & Case analysis

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Discuss the role and function of the marketing plan. JIT Questions & Case analysis

Assessment Item 4 – Final examination Knowledge (1) - Basic, broad subject knowledge and a limited ability to apply knowledge to simple business situations. Problem solving (1) - The ability to think logically and use simple marketing-related theories, models and methods. Social responsibility (1) - An awareness of societal expectations of business and business’s responsibilities to society. Communication (1) - Written communication skills, including the ability to present a well-reasoned argument in a logical and coherent manner.

Discuss the concept of customer value and the role of marketing in creating customer value.

JIT Questions & Exam

Introductory knowledge of the contemporary issues in marketing:

Discuss the role and function of branding in marketing. Apply marketing theory to the not-for-profit and government sector. Identify the different social media available to marketers and discuss their role in communicating with stakeholders. Discuss the role of strategic marketing planning, and the process involved in developing marketing strategy.

JIT Questions & Exam Exam Exam Exam

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Learning Expectations and Teaching Strategies/Approach On completion of this unit, you should be able to:

Identify and describe the marketing roles in an organisation, and marketing’s overall role in

society.

Identify primary and secondary data sources and gather marketing relevant data, and apply

evaluative criteria to data to determine quality.

Identify and discuss the key principles of marketing, including the 4Ps of marketing, the

process of segmentation, target marketing and positioning, the role and format of a

marketing plan, and the drivers of consumer behaviour.

Identify the more contemporary issues facing marketers.

Present a well-reasoned and coherent argument supported by academic literature.

In order to achieve these learning outcomes, the unit has been designed around a thirteen (13) week

study schedule incorporating four (4) learning modules. Content will be delivered via lectures,

tutorials, additional readings, and special online discussions through MyLO. The University’s MyLO

(My Learning Online) system will be used as the central platform for posting and accessing resources

and learning material. The assessment of the learning outcomes will take place via four pieces of

assessment: the JIT Questions, a two-part case analysis, and an examination.

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 Armstrong, G, Adams, S, Denize, S, & Kotler, P 2012, Principles of marketing, 5th edn, Pearson,

Australia.

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Recommended Texts Czinkota, MR et al, 2000, Marketing best practices, Dryden Press, Orlando.

Evans, D 2008, Social media marketing: an hour a day, John Wiley & Sons, Hoboken, NJ. (eBook)

Hackley, C 2009, Marketing: a critical introduction, Sage Publications Ltd, London. (eBook)

Klein, N 2001, No logo, Harper Collins Publishers, London.

Lamb, CW, Hair, JF & McDaniel, C 2000, Marketing, 5th edn, South-Western College, Sydney.

Miller, KE, Stanton, WJ, & Layton, RA 2000, Fundamentals of marketing, McGraw-Hill, Sydney.

Parsons, E & Maclaran, P 2009, Contemporary issues in marketing and consumer behaviour, Elsevier

Science & Technology Books, San Diego. (eBook)

Perreault, WD & McCarthy, EJ 2004, Basic marketing: a global-managerial approach, 15th edn,

McGraw-Hill Irwin, New York.

Pride, W, Rundle-Thiele, S, Waller, D, Elliot, G, Paladino, A, & Ferrell, O 2007, Marketing: Asia Pacific

edition, John Wiley & Sons, Milton, Queensland.

Quart, A 2003, Branded: the buying and selling of teenagers, Arrow, London.

Quester, P, Neal, C, Pettigrew, S, Grimmer, M, Davis, T & Hawkins, D 2007, Consumer behaviour:

implications for marketing strategy, 5th edn, McGraw-Hill, Sydney.

Reed, P 2003, Strategic marketing planning, Thompson, Southbank, Victoria.

Salzman, M, Matathia, I, & O’Reilly, A 2003, Buzz: harness the power of influence and create demand,

John Wiley & Sons, New Jersey.

Scott, D 2010, The new rules of marketing and PR: how to use social media, blogs, news releases,

online video, and viral marketing to reach buyers directly, John Wiley & Sons, Hoboken, NJ. (eBook)

Summer, J 2003, Essentials of marketing, Nelson, Melbourne.

Swartz, B 2004, The paradox of choice: why more is less, Harper Perennial, New York.

Journals and Periodicals For your studies it is essential that you become familiar with the key academic journals in the

marketing discipline. We suggest you use the eJournal link on the Library website to access the

following:

Australasian Marketing Journal

European Journal of Marketing

Journal of Marketing

Journal of the Academy of Marketing Science

Journal of Marketing Research

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Journal of Marketing Theory and Practice

It is also advised that you read publications such as Marketing Magazine, B&T, AdNews, and

Business Review Weekly (BRW), or subscribe to their electronic newsletters and email updates.

Useful Websites Students should also check out the following websites and blogs for up to date information and

opinions on marketing:

www.ami.org.au

www.marketingmag.com.au

www.branddna.blogspot.com

www.mokumarketing.com/blog

www.crikey.com.au

www.mumbrella.com.au

My Learning Online (MyLO) This unit is fully online, and access to the online MyLO unit is required. Log into MyLO at: http://www.utas.edu.au/learning-teaching-online and then select BMA151 Principles of Marketing from the list of units. For help using MyLO go to http://www.utas.edu.au/learning-teaching-online/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/

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.

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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.

Changes to this Unit Based on Previous Student Feedback Based on feedback from the last offering, more examples and demonstrations will be used in the online tutorials.

Details of Teaching Arrangements

Lectures This unit will be taught using a modular structure, and will be delivered over the course of a thirteen

(13) week semester. The unit content will be divided into four (4) modules. These modules will cover

a range of topics, and will be delivered via recorded lectures, online tutorials, and additional

readings delivered through MyLO. For more information on the material covered by each module,

refer to the Study Guides available through MyLO. Students will need to access all the learning

material for this course via MyLO. Note that not all the learning materials will be available at the

start of the semester, with materials usually made available on a week-by-week basis.

Online Tutorials The online tutorial program for this unit runs from week 2 to 13 (inclusive). Tutorials are 45 minutes

in duration and are designed to consolidate the learning you received during the recorded lectures,

and provide you with an opportunity to apply theory to practical marketing situations. In addition,

the tutorials will provide you with an opportunity to receive feedback on assessment items. I expect

you to come to tutorials prepared to engage in discussion of marketing concepts with your peers.

Topics for tutorial discussions will be made available through the study guide for the unit. Online

tutorials will be delivered using the University’s web conferencing software package – Blackboard

Collaborate. To participate in these sessions students will need internet access, a computer, head-

sets, and a microphone. More information about these sessions will be provided in the first week of

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 (non-

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UTAS) 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.

MyLO News: News items relevant to the unit will be posted on the MyLO site weekly. Please make sure that you

check the MyLO news section regularly.

Consultation and Appointment: Consultation is by appointment. Meetings with the Unit Coordinator (Stuart Crispin) will be held via

the web-conference room for the unit.

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.

Assessment Items Due Date Value/Weighting Link to Learning Outcomes

Assessment Item 1 – JIT Exercise

Weekly – weeks 2 to 11 (inclusive)

10 marks 1, 2, 3, & 4

Assessment Item 2 – Case analysis Part A

Weeks 6 to 8 (inclusive)

20 marks 1, 2 & 3

Assessment Item 3 – Case analysis Part B

Friday 16 May 30 marks 2 & 3

Assessment Item 4 – Final Exam

Exam Period 40 marks 1 & 4

Assessment Item 1 – Just In Time (JIT) Questions

Task Description: The purpose of this assessment item is to get you to cover the recommended

readings prior to the lectures and tutorials, and to assess your understanding

of this material. By pre-reading the material you will come to the lectures

better prepared, and will be able to participate more effectively in lectures

and tutorials. Your answers to these JIT questions will also be used to shape

the content and focus of the weekly lectures.

To complete this assessment item you will need to complete the

recommended reading for each week (information available on MyLO) and

answer the JIT questions. To answer these questions click on the JIT link

within the assessment area in MyLO. If you have any problems completing

these questions please feel free to contact the unit coordinator (Dr Stuart

Crispin). Details about the required readings for each of the JIT tests can be

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accessed from MyLO.

Task Length: 500 words per week

Assessment Criteria: For each submission there will be only three possible scores. A zero (0

marks) grade will be given where JIT questions are not completed, or where

students have made only a minor attempt at answering the questions.

Where students have made a reasonable attempt but have missed key points

in the weekly JIT questions, a passing grade (i.e. 0.5 marks) will be awarded.

Where students have successfully completed the weekly JIT questions full

marks will be awarded (i.e. one mark per week).

Students are not required to include references in their submissions, and the

word limit of 500 words per week should not be exceeded. Students are

permitted to write their answers in the first person.

No extensions will be granted for this assessment item, and submissions

will not be accepted after 2.00pm on the due date.

Link to Unit’s

Learning Outcomes:

1, 2, 3, and 4

Due Date: Sunday @ 2.00pm – weeks 2 to 11 (inclusive)

Value: 10 marks

Assessment Item 2 – Case Analysis (Part A)

Task Description: The purpose of Part A of the case analysis is to assess your understanding of

the marketing environment and the topics covered in Module 2. Groups will

be formed during week three, and each group will be allocated to a case

organisation and a presentation date (details of the case selection process

are outlined below). In their presentation, groups will be required to answer

the following four (4) questions :

Question 1: Provide a summary of your chosen organisation, addressing the

scale of their operations, the markets they operate in, and their product

range. In your summary you must identify whether your organisation

operates in a business to business context (B2B), business to consumer

context (B2C), or both.

Question 2: Identify your organisation’s most significant competitors? What

are the strengths and weaknesses of these competitors relative to your

chosen organisation? Note you should analyse no more than three

competitors for this section of your presentation.

Question 3: Identify two macro environmental trends that are relevant to

your organisation. Discuss whether these trends create marketing

opportunities or threats for your organisation.

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Question 4: Identify and describe the target market for one product in your

organisation’s overall product range.

It is up to each group to determine how their presentations will be made,

and the role that each group member plays in the preparation and delivery of

the presentation.

Students that are unable to complete the group presentation task on medical

or compassionate grounds (work or other commitments are not considered

'compassionate grounds') may request that they be permitted to submit

alternative coursework.

Groups are required to complete a Group Mark Allocation Adjustment Form

(available from MyLO) and hand this to their tutor at the time of their

presentation.

In addition to their presentation groups must submit a 500 word answer to

Question 5 (see below), and a 500 word synopsis outlining how and where

you gathered information about your case organisation (students will be

responsible for undertaking their own research into their chosen case

organisation).

Question 5: Identify and discuss the different types of secondary data your

organisation could use for marketing purposes. What criteria should you use

to assess the quality of this information and its appropriateness for use in

decision making?

Both these written pieces should be contained in a single document, and the

text should be in 12 point font and double line spacing. The written

component of this assessment item must be handed to the tutor at the start

of your presentation.

Case Selection:

At the start of semester a list of five (5) potential case organisations will be

available from MyLO. During week one, students will have the opportunity

to nominate other organisations that they would like to add to this list as

potential case organisations (nominations can be made through the Case

Study Nomination link in MyLO, with each student permitted to nominate

one (1) additional organisation). Nominations will close at 2.00pm on Sunday

in week one of semester.

During week two, an updated list of potential case organisations will be

placed on MyLO and students will be able to vote on the final five (5) case

organisations that will be used for this assessment item (voting will made

through the Case Study Voting link in MyLO). Voting will close at 2.00pm on

Sunday of week two, with the five most popular organisations being selected.

During week three groups will be allocated one of these five case

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organisations to use as a focus for this assessment item.

Task Length 15 minute presentation; 1000 word written piece

Assessment Criteria: A copy of the assessment criteria and marking scheme will be available

through the Assessment area in MyLO.

Link to Unit’s

Learning Outcomes:

1, 2 & 3

Due Date: Weeks 6 to 8 (inclusive) – specific dates and times TBC

Value: 20 marks

Assessment Item 3 – Case Analysis (Part B)

Task Description: The purpose of Part B of the case analysis is to assess your understanding of

the marketing mix used by your case organisation. For this assessment item

you are required to prepare an individual written report addressing the

following questions. Note that your answers should relate to what you learnt

about your case organisation in Part A.

Question 1

Given what you know about your case organisation, critically analyse their

marketing mix (i.e. product, price, promotion, and place) using relevant

theory.

Question 2

How could your case organisation improve their marketing mix in view of the

macro environmental trends you identified in Part A?

Your report should be presented in 12 point font and double line spacing.

Headings should be used to help structure your answers; but a table of

contents is not required. Page numbers must be used. You should allow

around 1800 words for answering Question 1 and approximately 1200 words

for the recommendations you make in response to Question 2. For this

assessment item you are required to use four (4) academic references. You

must submit your report by 2.00pm on the due date, or late penalties will be

applied. Students will be responsible for undertaking their own research

into their chosen case organisation.

Task Length 3000 words

Assessment Criteria: A copy of the assessment criteria and marking scheme will be available

through the Assessment area in MyLO.

Link to Unit’s

Learning Outcomes:

2 & 3

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Due Date: Friday 16 May @ 2.00pm

Value: 30 marks

Assessment Item 4 – Final Exam

Task Description: The final examination will be closed book. It will be of two hours’ duration,

and is worth 40 per cent of the total available marks for this unit. More

information on the exam and its content will be provided later in the

semester.

Task Length Two hours

Assessment Criteria: A copy of the assessment criteria and marking scheme will be available

through the Assessment area in MyLO.

Link to Unit’s

Learning Outcomes:

1 & 4

Due Date: Exam Period

Value: 40 marks

Your final examination for this unit will be held during the scheduled examination period as indicated by Student Administration in correspondence to you. Examinations will normally be scheduled Monday to Saturday inclusive. Examinations may be held during the day or evening and students should consult the university information which will be made available towards the end of semester. You are advised to make any necessary arrangements with employers now for time off during the examination period to sit this examination. Your participation at the scheduled time is not negotiable unless there are exceptional circumstances. Note that you will be expected to sit the examination at your recorded study centre. To find out more go to the Exams Office website: http://www.utas.edu.au/exams/home .

How Your Final Result Is Determined. Your overall grade for the unit will be determined by summing the grade achieved for each of the individual assessment items.

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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.

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]

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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/university-governance/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_assessment.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/university-governance/rules). You will need to complete an Application for Review of Assessment Form, which can be accessed from 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.

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Further Support and Assistance If you are experiencing difficulties with your studies or assessment items, have personal or life-planning 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 Undergraduate Programs:

Name: Mr David Kronenberg Room: 409, Commerce Building, Sandy Bay Phone: +61 3 6226 2280 Email: David.Kronenberg@utas.edu.au

Students are also encouraged to contact their Undergraduate Student Adviser who will be able to help in identifying the issues that need to be addressed, give general advice, assist by liaising with academic staff, as well as referring students to any relevant University-wide support services. Please refer to the Student Adviser listings at www.utas.edu.au/first-year/student-advisers for your advisers contact details. 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/governance-legal/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-student-complaint/self-help-checklist.

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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.

19

Study Schedule

Week

Start of Week

Text Chapter

Topic

Due Dates

1 24 February

Chapter 1 Module 1: What is marketing? Key definitions Macro and micro marketing Approaches to marketing

2 3 March

Chapters 1 & 2

Module 1 continued Value creation Strategic marketing

management

3 10 March

Chapters 3 & 4 Module 2: Understanding markets and consumers

The marketing environment

Marketing research and information management

4 17 March

Chapter 5

Module 2 continued

Consumer behaviour

5 24 March

Chapter 6

Module 2 continued

Segmentation, target marketing, and positioning

6 31 March

Chapters 7 & 8

Module 3: The marketing mix

Product

AI2 – in class

7 7 April

Chapters 11, 12 & 13

Module 3 continued

Promotion AI2 – in class

8 14 April

Chapter 8

Module 3 continued

Price AI2 – in-class

Mid-semester break: Friday 18 – Friday 25 April inclusive

9 28 April

Chapter 10

Module 3 continued

Place (distribution)

10 5 May On MyLO

Module 4: Contemporary issues in marketing

Branding and brand management

11 12 May

On MyLO

Module 4 continued

Marketing in service industries

AI3 – due 16 May @ 2.00pm

12 19 May Chapter 14

Module 4 continued

Not-for-profit, government, and societal marketing

13 26 May On MyLO

Module 4 continued

The emergence and role of social media

Examination Period: 7 – 24 June 2014