marketing subject outline nov2008

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University of Wales The Turning Point

MC2 – Marketing

Subject Outline The Turning Point

November 2008

Credit Points: 10Lecturer: Nik CheongEmail: [email protected]

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Table of Contents

Section 1: General Information................................................................................31.1 Lecture Time & Location............................................................................3

1.2 Brief Outline..............................................................................................31.3 Aims...........................................................................................................41.4 Learning Outcomes...................................................................................41.5 Attendance................................................................................................41.6 Required Texts & Readings.......................................................................51.7 Supplementary Reading............................................................................5

Recommended Journals.......................................................................................................5

1.8 Course Schedule........................................................................................61.9 Web References........................................................................................71.10 Policies on Educational Issues and Student matters...............................71.11 Assessments............................................................................................7

1.12 Submission Dates & Method....................................................................8Section 2: Assessment.............................................................................................9

2.1 Grades Awarded........................................................................................92.2 Satisfactory Completion Requirements of this Subject............................102.3 Assessment Weight.................................................................................102.4 Assessments............................................................................................10

Assignment Guidelines......................................................................................................10

2.5 Examination Information.........................................................................112.6 Google Groups.........................................................................................122.7 Assignment Submission...........................................................................17

Section 3: Citation & Plagiarism.............................................................................22

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SECTION 1: GENERAL INFORMATION

1.1 Lecture Time & Location

This subject will be taught over 2 weekends, plus have scheduled weekendmeetings to assist with project research and discussion.

28th Nov 2008 Friday 1900 – 2200 hrs29th Nov 2008 Saturday 1400 – 1800 hrs

09th Jan 2009 Friday 1400 – 1800 hrs10th Jan 2009 Saturday 0900 – 1800 hrs11th Jan 2009 Sunday 1900 – 2200 hrs

31st Jan 2009 Saturday 1300 – 1600 hrs EXAMINATION

1.2 Brief Outline

The subject teaches students to develop an awareness and appreciation of terminology, concepts & principles of Marketing. Through development of analytical techniques and an ability to critique Marketing practices from atheoretical standpoint, students will be able to understand theoretical approaches

to Marketing. An emphasis is placed on the ability to communicate ideas andarguments verbally through discussion with peers and formal presentations, aswell as the development of writing skills, and the ability to present arguments andideas effectively.

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1.3 Aims

This module aims:

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To develop an awareness and appreciation of terminology, concepts &principles of Marketing.• To impart theoretical approaches to Marketing.• Analyse and critique Marketing practices from a theoretical standpoint.• Communicate ideas and arguments verbally through discussion with peers

and presentations.• To develop the ability to write, argue, communicate and present their work

effectively.

1.4 Learning Outcomes

On successfully completing the subject participants should be able to:

1. Identify and explain the concepts and philosophies of marketing.2. Identify and evaluate concepts studied in real world problems via case

studies.3. Identify and outline the importance of Market research.4. Examine and formulate marketing plans and strategies.5. Explain in detail and apply the principles of services marketing.

1.5 Attendance

Attendance is strongly recommended in order for students to be able tosatisfactorily attempt the final examination. Students are required to sign in theirattendance for every lecture attended.

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1.6 Required Texts & Readings

Marketing Management: An Asian Perspective - 5th EditionPhilip Kotler, Kevin Lane Keller, Ang Swee Hoon, Leong Siew Meng, Tan Chin Tiong

ISBN: 9780131982628

1.7 Supplementary Reading

• Kotler, P., Keller, K.L.Marketing Management. 12th EditionPrentice Hall, 2005

• Boyd, H.W., walker, O.C Mullins, J and Larreche J.C.Marketing Management: A Strategic, Decision Making Approach,6th Edition.McGraw-Hill/Irwin, 2006

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Walker,O.C., Boyd, H.W., Mullins, J. and Larreche, J.C.Marketing Strategy: A Decision-Focussed Approach, 5th EditionMcGraw-Hill, 2005

Recommended Journals

AMA: Journal of Marketing(http://www.marketingpower.com/content1053.php)CIM: Marketing magazine (http://www.cim.co.uk)Business Week (http://www.businessweek.com/) The Economist (UK) (http://www.economist.com/)Singapore Press Holdings – The Business Times

(http://www.businesstimes.com.sg/)International Enterprise Singapore Journal (IE Journal)(http://www.iesingapore.gov.sg/wps/portal)NPB, Singapore: Enterprise Today (http://www.spring.gov.sg/et/)Harvard Business Review(http://www.hbsp.harvard.edu/hbsp/hbr/index.jsp)Forbes (http://www.forbes.com/)Fortune Magazine (http://www.fortune.com)

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1.8 Course Schedule

The following schedule covers materials to be addressed over the weekendsessions.

Students are advised that they should seek to cover as much of the material aspossible prior to attending each of the weekends.

Weekend Dates Indicative Content

1 28th Nov 2008

29th Nov 2008

Chapters 1 to 8

2 09th Jan 2009

10th Jan 2009

11th Jan 2009

Chapters 9, 11, 12-15, 21

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1.9 Web References

It is expected that students will make good use of the online materialsthat are now available from a myriad of organisations on the world-wide-web. The following are a list of predominant organisations whose

web sites will provide material most a appropriate to this module.

Http://www.wales.ac.uk/ University of Wales

http://www.economist.com/ The Economist

http://www.forbes.com/ Forbes

http://www.forbes.com/home_asia/ Forbes Asia

http://www.agsm.edu.au/~eajm/ Australian Journal of Management

http://www.springerlink.com/content/100281/ Journal of Business Ethics

http://www.businessweek.com/ Business Week

http://www.obmnetwork.com/resources/JOBM/ Journal of Organizational BehaviorManagement

http://cbae.nmsu.edu/~dboje/jocm.html Journal of Organizational ChangeManagement

http://sloanreview.mit.edu/smr/ MIT Sloan Management Review

http://www.elsevier.com/wps/find/journaldescription.cws_home/622929/description#description

Organizational Behavior & HumanDecision Processes

http://www.hbsp.harvard.edu/hbsp/hbr/index.jsp

Harvard Business Review

1.10 Policies on Educational Issues and Student matters

Please refer to the student handbook available from the University of Wales Website.

1.11 Assessments

All assignments are expected to be the original work of students. Eachassignment should give details of references used and all quotationsshould be clearly attributed to their source. Although group

preparation is encouraged it should be noted that collusion andplagiarism will not be tolerated and will be subjected to severepenalties.

If you do not understand the above statement, please consultyour lecturer.

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http://www.economist.com/

http://www.forbes.com/

http://www.forbes.com/home_asia/

http://www.forbes.com/

http://www.forbes.com/home_asia/

http://www.economist.com/




1.12 Submission Dates & Method

Assignments should be submitted to the office and not directly to thelecturer. A completed Assignment Submission Cover (see attached)

should accompany each assignment. The centre will set deadlines forsubmission of assignments and students must adhere to this deadline.Assignments received one week after the deadline will be marked“Late submission” and 5% of marks apportioned to the assignmentwill be deducted. Assignments submitted later than a week after thedeadline will be deemed as a fail. Submission of assignments iscompulsory: you cannot pass a module unless you have completedthe assignments.

Submission of an assignment is considered to be final. A student is notentitled to revise an unsatisfactory assignment and may only re-

submit an assignment when the Examination Board gives permissionto do so. The assignment mark provides part of the composite subjectmark upon which the award of MBA is based and the submission of assignments should be treated as part of the final assessment and asa formal process.

Submission is to be through the online submission site Turnitin (http://submit.ac.uk). Information on submitting assignments electronically isavailable at the end of this outline.

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http://submit.ac.uk/







SECTION 2: ASSESSMENT

2.1 Grades Awarded

The approved grades of performance and associated ranges of marks this subjectis:

A Grade: To be awarded a Grade A you must provide evidence of wide reading of relevant literature, exercising discernment in the selection of appropriatequotations and evidence to support your work. The use of appropriate models andconcepts should be accurate and demonstrate depth of understanding andcreative application to the subject companies. Your work should be logical andcoherent, presented in an interesting and accessible style. By definition A Gradework is of an “exceptional” standard.

B Grade: To be awarded a Grade B you must provide evidence of wide reading of relevant literature, selecting appropriate quotations and evidence to support yourwork. The use of appropriate models and concepts should be accurate anddemonstrate understanding and application to the subject companies. Your workshould be logical and presented in an interesting and accessible style. Work in theG Grades can be generally defined as very good.

C Grade: To be awarded a Grade C you must demonstrate that you haveundertaken a review of relevant literature and that you have used the informationto illustrate your answer. You should clearly demonstrate your ability to apply the

key theories and concepts to the given circumstances. Your work should belogical, correctly referenced and convincing. Work in the C range can generally bedescribed as average.

D Grade: To be awarded a Grade D you must demonstrate that you haveundertaken a review of relevant literature. You should attempt to apply relevantmodels and concepts to the given circumstances. Work in the D range is amarginal pass.

E Grade: An E Grade is a marginal fail. Your work may be similar to the

description of C grade, but failing to meet the objectives of the assignment andnot satisfying the learning outcomes. Work not properly referenced.

F Grade: This is a clear fail. Inadequate literature review, not properlyreferenced. Limited attempt to apply models and concepts to circumstancesand/or inaccurate application. General failure to meet the objectives of theassignment and not satisfying the learning outcomes. Work not properlyreferenced.

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2.2 Satisfactory Completion Requirements of this Subject

In order to satisfactorily complete the requirements of this subject, the studentmust achieve an aggregate mark of at least 40% for the subject, and achieve amark of at least 40 % in the final examination. Students must ‘reasonably’

complete all assessment components other than the final examination and submitby the final week of session/ intake or by the final examination date (whichever isearlier) in order to pass the subject. ‘Reasonable’ completion of an assessmentwill consider instructions given to the student including; word length,demonstration of research and analysis where required, University PlagiarismPolicy, and completion of each section/ component of the assessment. Failure to‘reasonably’ complete any assessment components to the standard specifiedabove will result in a Fail grade awarded for the subject. Assessment taskssubmitted after the due date may be penalized. Refer to Penalties for LateSubmission of Assessment policy.

2.3 Assessment WeightAssessment Type Word Length Weight Due Date

1. IndividualAssignment

3000 40% 12th January, 2009

2. Examination - 60% 31st January 2009

2.4 Assessments

There are two pieces of assessment for this subject.

The assignment information is available in a separate handout.

Assignment Guidelines

Assessment of postgraduate assignments is based on postgraduate standards. This means that an assignment should demonstrate evidence of goodunderstanding of what the question asks. The structure of the answer should be

relevant to the question and provide evidence of critical thinking and good use of appropriate research material. Assignments should be correctly referenced usingthe Harvard System of Referencing and Citation of Electronic Sources in line withthe guidelines provided in this Outline.

The assignment is a paper is to be prepared in no more than +/- 10% of the wordcount indicated.

Please type wherever possible, using 12 point font, Times New Roman or Arial.

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Please note: Any analysis and evaluation conducted should make appropriate useof the methodologies, concepts and frameworks studied in the module.

You are also encouraged to read other sources at your discretion.

Plagiarism will not be tolerated. Please see the guides to citation,referencing and plagiarism appended to this outline.

Students must retain a copy of all assessment work submitted. Marks will notusually be modified or scaled. Feedback on assessment tasks will be returned tostudents before the final examination date.

Although student attendance records will be kept, attendance or classparticipation will not be part of the assessment for this subject.

2.5 Examination Information

There is an examination for this subject. It is scheduled for 31st January, 2009.

Please follow the examination information as uploaded in your Google Group formore information.

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2.6 Google Groups

Additional information is made available to students from the school and yourlecturer through the use of Google Groups. This allows:

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Files to be shared amongst everyone in the group• Emails to be sent to everyone using a single email address

Please note that basic information about the requirements for citation andreferencing, information about examinations and other useful documents are alsoplaced in the group for your access.

When you commence each subject, you will be sent an email that will allow you toaccess the Google Group for that subject. A step-by-step guide on how to accessGoogle Groups follows.

STEP 1: Open the email(please check your spam box if you cannot see the email in your in box)

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Step 2: Sign in to the Google Group

If you are not signed in to a Google Account

Click on the 'sign in and apply for membership' as indicated above. This will allowyou to sign in to Google Accounts, Apply for a Google Account (if you don't alreadyhave one) and enter the group.

If you are already signed in to a Google Account

Refer to Step 4 – you should be permitted to access the account automatically. If this doesn't happen, then please click on 'Apply for membership'.

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Step 4: Set up how you want to participate in the group.

Our suggestions are below.

You MUST specify a nickname. Your name is probably a good idea.

Please note that you must click on 'Accept invitation' to access the group.

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Step 5: Access and Explore the online area of the group

Note the areas 1, 2 and 3 above which will have information for your reference.

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2.7 Assignment Submission

You are required to submit your assignment online through the website servicecalled Turn It In. Instructions are as follows.

STEP 1: You will receive an email like the one below.

Click on the link in the email: http://submit.ac.uk

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STEP 2: Enter the 'Turn It In UK' website

After you click on the link in the email, you will see the following web site (orsomething similar)

Click on [user login]

Use the username and password in the email to log in.

You will be prompted to change your password. Please do so and choose apassword that you will remember. Write it down somewhere just in case.

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STEP 3: Enter the class

Click on the class name for the assessment that you are going to submit.

STEP 4: Click on the 'Paper icon' with the green cross next to the nameof the assignment you will be submitting.

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Note – you can click on the assignment title and you will view notes and otherinformation about the assignment.

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STEP 5: Upload the file to the system

Fill in the fields as requested, select the file using the browse button, and click on'SUBMIT':

Please note:

1. Note the yellow section which highlights the files that are acceptable.

2. Do not print and scan your assignment – it will not be accepted by thesystem

3. Put all your assignment in a single file. Cut and paste spreadsheets intoWord documents or compile multiple PDF files into a single file to beuploaded altogether.

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STEP 6: Verify your submission

You will see the screen below, which will have a copy of your assignment printedout. Read your assignment AND VERIFY THAT IT IS ALL THERE. If it is OK, click on'yes, submit'.

If there is a problem, click on 'cancel, go back' and upload your file again.

The file types that will be accepted are: MS Word, WordPerfect, PostScript,PDF, HTML, RTF, and plain text.

TROUBLESHOOTING TIP: If you have trouble submitting your file using MicrosoftWord, then use the cut and paste method. To do this, go back to Step 5 and

change the 'submit a paper by' to 'cut and paste' instead of 'file upload'.

FAQ: All I can see is the text. Does this mean that the marker will not see mycharts and tables?

Answer: The marker will see your file as you originally formatted it. This is just acheck to make sure all the text is picked up. There is no need to email yourassignment to the school.

STEP 7: Once your assignment has been submitted, your screen will showconfirmation of the submission and email you a digital receipt to confirm that yourassignment has been received by the system.

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You can check assignments that have been submitted by going back to theoriginal subject page.

FAQ: Oops! I just noticed that I left something out! Can I resubmit?

Answer: Yes – you can resubmit as many times as you like without penalty upuntil the assignment due date and time.

FAQ: What is the green bar and the percentage that appears next to myassignment submission after a few minutes?

Answer: This is a similarity report and reports on the 'sameness' of similarity of your report when compared to other pages on the internet, other assignmentssubmitted by students around the world in the past, and scholarly articles and journals. This is to assist you in making sure that you don't quote too much, thatyou paraphrase and cite correctly, and to ensure that you are not using too manywords from other sources. You should keep this percentage as low as possible.

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SECTION 3: CITATION & PLAGIARISM

Please see the attached guide from the University of Wales for information on howto avoid plagiarism and reference for your assignments.

marketing subject outline nov2008

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