BMA151 Principles of Marketing

Transcription

1 BMA151 Principles of Marketing Semester 1, 2014 THIS UNIT IS BEING OFFERED BY DISTANCE Teaching Team: Dr Stuart Crispin CRICOS Provider Code: 00586B 1

2 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 Campus Room Number Dr Stuart Crispin Hobart Com308 Stuart.Crispin@utas.edu.au Phone Fax Consultation Time By Appointment 2

3 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. 3

4 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: Identify the marketing roles in an organisation. Assessment Methods Case analysis Graduate Attribute Outcomes The assessment items for this unit have been designed to develop the following graduate attributes in students: Marketing s role in an organisation and society: Identify the positive and negative impacts of marketing on society. Discuss marketing s role in organisations and society. Exam Exam 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. How to find and use marketing relevant data: Define marketing relevant data. Identify primary and secondary data sources and gather marketing relevant data. Apply evaluative criteria to data to determine data quality. Case analysis Case analysis Case analysis 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. Broad knowledge of the principles, strategies and elements of marketing: Use marketing relevant data in decision making. Identify and define the drivers of consumer behaviour. Identify and define the stages in the process of segmentation, target marketing and positioning. Discuss the functional and strategic role of the marketing mix. Case analysis Case analysis Case analysis Case analysis 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. 4

5 Introductory knowledge of the contemporary issues in marketing: Discuss the role and function of the marketing plan. Discuss the concept of customer value and the role of marketing in creating customer value. 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. Case analysis Exam Exam Exam Exam 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 role of strategic marketing planning, and the process involved in developing marketing strategy. Exam 5

6 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: Learning Resources Prescribed Text Armstrong, G, Adams, S, Denize, S, & Kotler, P 2012, Principles of marketing, 5 th edn, Pearson, Australia. 6

7 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 7

8 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 updates. Useful Websites Students should also check out the following websites and blogs for up to date information and opinions on marketing: My Learning Online (MyLO) This unit is fully online, and access to the online MyLO unit is required. Log into MyLO at: and then select BMA151 Principles of Marketing from the list of units. For help using MyLO go to Technical requirements for MyLO For help and information about setting up your own computer and web browser for MyLO, see: You can access the University network and MyLO via a laptop computer or other mobile device. See: MyLO can be accessed in the Library computers and in computer labs. See: For further technical information and help, contact the UTAS Service Desk on or at 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. 8

9 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, headsets, and a microphone. More information about these sessions will be provided in the first week of semester. Communication, Consultation and Appointments Correspondence: Students are also expected to check their UTAS site on a regular basis (at least three times a week). Students submitting requests or queries to staff via 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 s in which students do not directly identify themselves, which are threatening or offensive, and that come from external (non- 9

10 UTAS) accounts. Students are advised not to have their UTAS forwarded to an external 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 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 Weekly weeks 2 to 10 marks 1, 2, 3, & 4 JIT Exercise 11 (inclusive) Assessment Item 2 Weeks 6 to 8 20 marks 1, 2 & 3 Case analysis Part A (inclusive) Assessment Item 3 Friday 16 May 30 marks 2 & 3 Case analysis Part B 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 10

11 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: Due Date: Value: 1, 2, 3, and pm weeks 2 to 11 (inclusive) 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. 11

12 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 12

13 organisations to use as a focus for this assessment item. Task Length Assessment Criteria: Link to Unit s Learning Outcomes: Due Date: Value: 15 minute presentation; 1000 word written piece A copy of the assessment criteria and marking scheme will be available through the Assessment area in MyLO. 1, 2 & 3 Weeks 6 to 8 (inclusive) specific dates and times TBC 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? Task Length Assessment Criteria: Link to Unit s Learning Outcomes: 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 words A copy of the assessment criteria and marking scheme will be available through the Assessment area in MyLO. 2 & 3 13

14 Due Date: Value: Friday pm 30 marks Assessment Item 4 Final Exam Task Description: Task Length Assessment Criteria: Link to Unit s Learning Outcomes: Due Date: Value: 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. Two hours A copy of the assessment criteria and marking scheme will be available through the Assessment area in MyLO. 1 & 4 Exam Period 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: 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. 14

15 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: [ 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: 15

16 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 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 ( 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 Your unit coordinator will then contact you by 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 You will need to complete an Application for Review of Assessment Form, which can be accessed from 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. 16

17 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 Undergraduate Programs: Name: Mr David Kronenberg Room: 409, Commerce Building, Sandy Bay Phone: 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 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 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 The University also has formal policies, and you can find out details about these policies from the following link 17

18 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 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 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 or follow the link under Policy, Procedures and Feedback on the Current Students homepage. 18

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 7 7 April Chapters 11, 12 Module 3 continued & 13 Promotion 8 14 April Chapter 8 Module 3 continued Price AI2 in class AI2 in class 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 Module 4: Contemporary issues in On MyLO marketing Branding and brand management May On MyLO Module 4 continued Marketing in service industries May Module 4 continued Chapter 14 Not-for-profit, government, and societal marketing May Module 4 continued On MyLO The emergence and role of social media AI3 due pm Examination Period: 7 24 June