SIBT Session 3, 2018 Unit Guide Unit Code: Unit Title: FNDB023 Fundamentals of Marketing Session: Session 3, 2018 Program(s): This is an elective unit in the: - Extended Foundation Program - Standard Foundation Program Pre-Requisites: Credit Points: Duration: Unit Coordinator: None (English level IELTS 5.5 or equivalent) 3 credit points 1 session Kimi Anderson Document modified: 17/09/2018 Teaching Team: Contact details and consultation hours of lecturers and tutors will be advised in class and via the SIBT Learning Site at the beginning of session. For any unit related queries please contact your class teacher first. Name Kimi Anderson Email address kimi.anderson@learning.sibt.nsw.edu.au Program Convenor Ashley Xu Email address ashley.xu@sibt.nsw.edu.au FNDB023 Fundamentals of Marketing Session 3, 2018 1
FNDB023 Fundamentals of Marketing Session 3, 2018 2
1. Welcome 1.1 Purpose FNDB023 Fundamentals of marketing covers the principles that underpins the main marketing knowledge. This unit provides an introduction to the ways in which marketing professionals look at the business environment and the concepts that guide their strategies. FNDB023 counts as an elective unit towards SIBT s standard and extended foundation program. It may be an elective for other courses. 1.2 Student Workload The expected student workload per week for this unit comprises of: Lectures Tutorials Personal Study Total Hours 2 2 6 10 1.3 Mode of Delivery There is a 2-hour face-to-face lecture and a 2-hour tutorial seminar each week, where you will work together with other students on theoretical issues and up to date case studies designed to provide and further enhance your knowledge. There are many opportunities to discuss marketing principles as they appear in the traditional and digital media and to solve problems that mirror those you might encounter in your business career. 1.4 Learning Support SIBT is committed to providing additional academic assistance to students to maximise their opportunity to successfully complete units of study. Lecturers and tutors are available weekly for one-on-one support during their consultation hours. Learning advisors conduct regular workshops in areas essential to Diploma and university studies. These include: time management, goal setting, essay preparation, examination techniques, academic writing skills and mathematics. Students can organise one-on-one appointments with advisors for more support. Further information on programs available can be accessed on SIBT Learning or by asking the SIBT staff at reception. 1.5 Specialist Facilities Several tasks for this unit will require you to have weekly access to a laptop, tablet or a smart phone, both within the classroom and for self-study. Weekly access to the SIBT Learning is required and students are responsible to check this site regularly to access online materials, activities and other important announcements. No access to other specialist facilities and/or equipment is required for this unit. 2. Academic details 2.1 Learning Outcomes Unit Learning Outcomes Foundation Program Learning Outcomes Upon successful completion of this unit, you will be able to: 1. Introduction to marketing 2. Understand and discuss the importance of marketing in the business world 3. Research and analyse the marketing environment 4. Identify the key areas in understanding the major factors that influence consumer behaviour This unit provides the opportunity for you to achieve the following: the ability to read, listen, question and gather information from a variety of sources; develop cognitive skills to assess, write clearly, speak effectively and to use visual communication technologies as appropriate. FNDB023 Fundamentals of Marketing Session 3, 2018 3
5. Apply segmentation and targeting strategies in order to position your product effectively in the market 6-9. Construct a marketing mix (all elements) for the business that delivers profitable relationship with the customers 10. Analyse the role of services marketing and its link to the marketing mix 11. Explain specific e-marketing methods in line with overall marketing strategies. 2.2 Graduate Signature Capabilities SIBT programs are designed to develop a set of capabilities that will assist graduates in further studies or the workforce. 1. Discipline Knowledge and Skills articulating basic facts, concepts and rules of discipline practice applying theories and procedures to real or hypothetical scenarios making links between theory and practice (developing professional identify/ judgement) 2. Organisation Skills developing skills of a self-directed learner, taking responsibility for planning and goal setting, time management being systematic in finding, summarizing, organising and referencing sources of information for a purpose completing tasks successfully on time and with given resources 3. Critical Thinking Skills diagnosing and solving problems by identifying requirements researching, analysing and evaluating information combining processes and ideas to propose solutions, integrative thinking) 4. Collaboration Skills working with others respectfully, ethically and positively negotiating roles, responsibilities, contributions contributing discipline knowledge and interpersonal skills to team outcomes 5. Communication Skills conveying ideas effectively in English, appropriate for academic or professional contexts choosing appropriate tools, technologies and formats structuring and presenting an argument in written, visual or verbal forms This unit prioritizes all of the above signature capabilities and performance. FNDB023 Fundamentals of Marketing Session 3, 2018 4
2.3 Weekly Teaching Schedule Week Lecture Topic References 1 Week 1 Introduction to Marketing Chapter 1 - Definition of marketing - Mutually beneficial exchange of value - Importance of ethics - How marketing improves business performance 2 Week 2 Marketing Environment & Environmental Analysis Chapter 2 - Organisation s internal environment - Micro-environmental factors - Macro-environmental forces - Preliminary situational analysis Formation of Groups for Group Assessment 3 Week 3 Market Research Chapter 3 - The importance of market research for decision making - Research problem - The role of primary and secondary data, - The uses of quantitative and qualitative research - Principles of data collection and analysis 4 Week 4 Consumer Behaviour Chapter 4 - Understanding of consumer behaviour - Understand the major factors that influence consumer behaviour - Analyse the major individual factors - Explain the general steps in the consumer decision-making process ASSESSMENT: Test One 10% 5 Week 5 Segmentation, targeting and positioning Chapter 5 - Concept of a market - Target market - Segmentation and targeting - Positioning strategies in line with marketing mix Group Assessment Part 1 Due Summary of Case Study & Main Issues 6 Week 6 Marketing Mix: Product Chapter 6 - Define product and its attributes - The product life cycle - New product development and the product adoption process - How an organisation can differentiate its products to obtain a competitive advantage - Branding and its value - Packaging and its role - Product management and positioning through the product life cycle Group Assessment Part 2 Due Case Study Analysis FNDB023 Fundamentals of Marketing Session 3, 2018 5
Week Lecture Topic References 7 Week 7 Marketing Mix: Price Chapter 7 - Pricing objectives and strategies - Analyse demand to inform the development of an appropriate pricing strategy - describe the principles of pricing based on costs - The role of competitive analysis to determine pricing - Issues involved in pricing for business markets - How to manage prices as part of the marketing mix Group Assessment Part 3 Due Introduction & Conclusion 8 Week 8 Marketing Mix: Promotion Chapter 8 - The role of promotion in marketing mix - Understand the IMC approach to marketing promotion and the major elements of the promotion mix - Describe different types of advertising and the steps in creating an advertising campaign - Outline the role of public relations in promotion - Explain how sales promotion activities can be used - Understand the nature of personal selling - Discuss a range of marketing communication options additional to the traditional promotion mix ASSESSMENT: Mid-Semester Test 15% 9 Week 9 Study Break (no classes are scheduled for this week) 10 Week 10 Marketing Mix: Place Chapter 9 - Place (Distribution) and how distribution channels connect producers and consumers /organisational buyers - The major activities involved in the distribution of goods - How to distribute services - Major aspects of retailing - The role of agents and brokers in the distribution channel - The role of wholesalers in marketing distribution Group Presentations and Case Studies 11 Week 11 Services Marketing Chapter 10 - The importance of the service sector to the Australian economy - How to develop and manage an effective marketing mix based on the unique characteristics of services - Challenges in the marketing of services - The nature of not-for-profit marketing Group Presentations and Case Studies 12 Week 12 Digital Marketing Chapter 11 - Define electronic marketing - Explain the unique characteristics of e-marketing that differentiate it from traditional marketing - Explain specific e-marketing methods - Explain ethical and legal issues relating to e-marketing - Discuss the role of e-marketing in an overall marketing strategy ASSESSMENT: Test Two 10% FNDB023 Fundamentals of Marketing Session 3, 2018 6
Week Lecture Topic References 13 Week 13 Revision: Part One Chapters 1 to 11 - Lecture notes weeks 1 to 11 - Practice definitions and multiple choice questions 14 Week 14 - Revision: Part Two Chapters 1 to 11 - Lecture notes weeks 1 to 11 - Practice short answer questions 2.4 Prescribed and recommended reading Prescribed text: Elliott, G., Rundle-Thiele, S. and Waller, D. (2014), "Marketing", 3th edition, John Wiley and Sons Ltd, Australia. [ISBN: 9780730309178] Recommended Text: Peter Rix, (2008) A Practical Approach. McGraw Hill. Armstrong et al, (2012), 5e, Principles of marketing. Pearson Australia. Solomon et al, (2011) Marketing, real people, real choices. Pearson Education Australia. Dann & Dann, (2007), Competitive Marketing Strategy. Pearson Education Australia. Kerin, et al. Marketing the Core. McGraw Hill. 2.5 Assessment Assessment Task Week of Assessment Weighting Unit Learning Outcomes SIBT Signature Capabilities Assessment 1: Test One Multiple choice Assessment 2: Mid-Semester Test Multiple Choice, Definitions and Short Answers Assessment 3: Test 2 Multiple choice Week 4 10% 1-2 1, 3 Week 8 15% 1-6 1, 3, 5 Week 12 10% 1-2 1, 3 Assessment 4: Group Presentation Class Presentation and Report Sections due in weeks 5, 6 & 7. Final reports & presentations weeks 10 & 11. 20% 1-8 1, 2, 3, 5 Assessment 5: Tutorial Coursework and Participation Homework, activities and engagement Week 12 and all tutorial sessions 5% Learning outcomes from each week 1, 2, 3, 5 Assessment 6: Final Exam Multiple Choice, Definitions and Short Answers. Examination period 40% All learning outcomes 1,3 5 FNDB023 Fundamentals of Marketing Session 3, 2018 7
Assessment Task Details Assessment 1: Test One This test is composed of 20 multiple choice questions (MCQ) based on topics covered in weeks 1-3 and is held in week 4. The purpose of the test is to help students revise materials covered in the weeks prior to the test. The test will take place in class during week 4. Assessment 2: Mid-Semester Test This is a two-hour closed book exam held in week 8 of the semester. This examination, which is based on topics covered in week 1-7, is worth 15% of the total assessment of the unit. The format of the mid-semester examination paper will include multiple choice questions, definitions and short answer questions. Assessment 3: Test Two This is composed of 20 multiple choice questions (MCQ) based on topics covered in weeks 1-11 and due in week 12. The purpose of the test is to help students revise materials covered in the weeks prior to the test. The test will be conducted in week 12 during class time. Assessment 4: Group Report and Presentation Each team has 3 members and will be allocated a case study. All teams are to deliver a 15-minute presentation and submit a 1,500 word report in either week 10 or 11. Teams should apply their knowledge of marketing theory to analyse the designated case study and present their findings. The analysis will be written in the format of a report, with introduction, appropriate headings and sub-headings, recommendations/findings or conclusions, in-text-citation and reference list. The article will be approximately 1500 words excluding diagrams. A soft copy of the report must be uploaded to Turnitin prior to the presentation and a hardcopy submitted to the tutor just before the presentation. Groups are to use Google Classroom to collaborate and draft their team reports. The assessment mark consists of three parts: team work, individual contribution and use of Google Classroom. The breakdown is as follows: Written report (out of ten): every team member receives a team mark for the written report. Presentation (out of seven): individuals receive a presentation mark based on their knowledge of content and application of marketing theory, communication and public speaking skills. Use of Google Classroom (out of three): 1 mark will be provided to every team member for each report milestone submitted via Google Classroom as per the template and deadlines provided. There are three milestones to be submitted in weeks 5, 6 and 7. Marking guide Introduction CASE STUDY THEORY Introduce yourself, the presentation team and the topic. Pretend the audience (your classmates) are strangers and therefore tell them who you are and what you will be presenting. At the end of every chapter in your textbook there is a story (called a case study). It is there to help you understand the theory in the chapter. Your job is to tell the story of your assigned case study to the class so that they can follow your discussion of the problems in the case study. You will need to tell the class about some of the theory in the chapter, but only enough to help you solve the problems in the case study. Do not give a lecture and make sure you use material from other chapters in the textbook. LINK This is the most important part of your presentation. You must link the theory in the chapter to the problems in the case study. That is, use the theory to solve the case study problems and legitimise your ideas. FNDB023 Fundamentals of Marketing Session 3, 2018 8
RESEARCH PPTs PRESENTATION STYLE CLASS INVOLVEMENT TEAM WORK For possible full marks, you must show that you have conducted research outside of the textbook. Use the library or the internet to find out interesting information about your presentation topic or another business case that has had similar issues as your case study. Ensure that your PowerPoint presentation (PPT) is clear, professional and instructive. Give a copy of your PPT to the lecturer before you present. You are also marked on your style, that is, how well you present and have rehearsed, for instance, reading from notes is not considered a good presentation style. You must involve the class; use a quiz, a game or some other method to engage the class in some activity. Part of the importance of this assessment is learning to work as a team. We will be looking at your teamwork. Please use the following table to demonstrate team member attendance (for meetings and discussion of the case study and preparation for the group presentation) and upload this page with your report in Turnitin. Team member name Week Week Week 1 2 3 Assessment 5: Tutorial Classwork and Participation Students will be awarded up to 3 (three) marks for at least 80% attendance and up to 5 (five) marks for constructive class participation and for submitting quality homework and tutorial activity contributions. Assessment 6: Final Examination The final examination is a three-hour closed book exam held at the end of the semester. This examination, which is based on the whole course, is worth 40% of the total assessment of the unit. The format of the final examination paper will include multiple choice questions, definitions and short answer questions. 2.6 Submitted assessments Plagiarised or late submissions attract penalties as stipulated in the assessment policies. All assessment tasks are to be submitted by the due date. If you are unable to submit an assessment when due, and extensions are possible, they must apply by completing the relevant documentation, as soon as possible but no later than three (3) working days prior to the assessment due date. Assessments submitted after the due date without approved extension shall be penalised 5% of the total available marks per calendar day. 2.7 Satisfactory completion of the unit To satisfactorily complete the unit, students must: Complete all assessment items AND Achieve or gain an overall passing grade of 50%. 3. Additional Unit Information 3.1 SIBT Policies and Procedures For details on SIBT s Policies and Procedures please refer to the SIBT website: http://www.sibt.nsw.edu.au/policies FNDB023 Fundamentals of Marketing Session 3, 2018 9
3.2 Special Consideration SIBT recognises that a student s performance in assessment tasks or examinations may be affected by compassionate or compelling circumstances. Special Consideration Policy allows for reasonable adjustment to the standard assessment requirements and ensures equitable assessment for all students. The Special Consideration circumstances surrounding disruption to study must be of at least three (3) consecutive days duration, or an acute instance within a study period, and prevent completion of an assessment task or final examination. For more information please refer to SIBT s Special Consideration Policy: http://www.sibt.nsw.edu.au/policies 3.3 Grades Final marks and grades are subject to confirmation by the SIBT Examinations Committee which may adjust, modify or otherwise amend the marks and grades for the unit, as may be required by SIBT policies. SIBT s Examinations Committee has a set of guidelines on the distribution of grades across the range from Fail to High Distinction. Final results will include a grade. Grade Numeric value for GPA Range Description HD High Distinction 10 85-100 Complete and comprehensive understanding of the unit content; development of relevant skills to a comprehensive level; demonstration of insight in interpretation, analysis and intellectual initiative; and achievement of all major and minor objectives of the unit. D Distinction Plus 9 80-84 Very high level of understanding of the course unit; development of relevant skills to a very high level; demonstration of a very high level of interpretive and analytical ability and intellectual initiative; and achievement of all major and minor objectives of the unit. Distinction 8 75 79 CR Credit Plus 7 70 74 High level of understanding of unit content development of relevant Credit 6 65-69 skills to a high level; demonstration of a high level of interpretive and analytical ability; and achievement of all major objectives of the unit; some minor objectives not fully achieved. P Pass Plus Pass 5.5 5 60 64 50 59 Adequate understanding of most of the basic unit content; development of relevant skills to a satisfactory level; adequate interpretive and analytical ability; and achievement of most of all the major objectives of the unit; some minor objectives not achieved. F Marginal Achievement Minor 3.5 1 45-49 31-44 An unsatisfactory quality of performance or standard of learning achievement. There was evidence of achievement of desired learning outcomes below the passing standard. Achievement Fail 0 < 30 FA Fail Absent 0 Required assessment tasks within the unit are not completed and the student has not withdrawn. It is included in the GPA calculation. WF Withdrawn Fail 0 Withdrawal from a unit after the academic census date with academic penalty. Note that your raw coursework and exam scores cannot be used directly to calculate your standardized mark or to determine your final grade. The process of assigning grades involves moderating the performance indicated by your raw scores against the academic standards. 3.4 Improvements based on feedback Student feedback plays a vital role in improving the quality and educational effectiveness of SIBT units and in ensuring academic staff keep in touch with student needs. Each semester students may be given the opportunity to complete a Learner Evaluation of Unit (LEU) questionnaire to assess the unit. FNDB023 Fundamentals of Marketing Session 3, 2018 10
Students may also have the opportunity to complete a Learner Evaluation on Teaching (LET) questionnaire to provide feedback on individual teaching staff. SIBT values student feedback in order to improve the quality of its educational programs. As well as the student feedback, SIBT also instigates improvements based on other feedback by the Unit Coordinator and Teaching staff. Changes since the last offering of this unit: No major changes will be made to this session s curriculum as students have responded very well to the interactive design of the unit. More follow-up in class might be conducted after some of the planned online tasks to ensure students have an opportunity to reflect on these tasks and are able to improve on any weak areas highlighted. 3.5 Attendance For students to be successful in this unit, it is an SIBT requirement that all students participate in scheduled activities. There are regular on-campus sessions and also activities in our online space, SIBT Learning. To ensure that academic performance is maintained, attendance is recorded electronically for each class. For more information, refer to SIBT s Attendance Policy and Course Progression policy on the SIBT website: http://www.sibt.nsw.edu.au/policies 3.6 Academic Honesty SIBT students are expected to read and comply with the SIBT Academic Honesty Policy and the SIBT Code of Conduct. These can both be found in the Policy Library on the SIBT website. This means that: all academic work claimed as original is the work of the author making the claim; all academic collaborations are acknowledged; academic work is not falsified in any way; when the ideas of others are used, these ideas are acknowledged appropriately; students are expected to behave honestly during examinations. For more information refer to SIBT s Academic Honesty Policy and the SIBT Code of Conduct on the SIBT website: http://www.sibt.nsw.edu.au/policies FNDB023 Fundamentals of Marketing Session 3, 2018 11