APPENDIX 1 GROUP ASSIGNMENT
MKT1MDP
2011

1.0
Subject information at a glance
2.0
Subject description
3.0
Learning and assessment
3.1
Learning objectives
3.2
Assessing the learning objectives
3.3 What is expected from you?
3.4.
Assessment tasks
3.4.1. Summary
3.4.2. Ethical dealing with confidential information
3.4.3. Working in groups
3.5. Assessment Criteria and Standards
3.6.
Submission of assessment material
3.7.
Academic Plagiarism
3.9
3.9.1
Special Consideration
Reassessment Procedures
4.0
Teaching arrangements
4.1.
Lecture programme
4.2. Tutorial program
5.0
Learning resources
5.1
Prescribed and recommended texts
5.2
LMS
5.2.1 Netiquette
5.2.2 Student Tracking
6.0
Feedback and quality assurance processes
7.0
Learning effectively in this Subject
Group Assignment
Individual Assignment
Group Presentation
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Contact Details:
Contact your local Lecturer
Tutors, their e-mail addresses and consultancy hours will be made available in a separate document
Enrolment requirements:
There are no prerequisites for this subject
Assumed entry skills and knowledge:
Prior knowledge in Marketing is not assumed.
Delivery mode and location:
To be advised
Assessments: Due dates:
Group assignment 10% Teaching Week
Individual Assignment 10% Teaching Week
Team oral presentation 10%
Final Examination 70% (hurdle 40%) 2 hours duration + 15 minutes reading time,
Exam period
Essential texts:
Pride, W., Elliott, G., Rundle-Thiele, S., Waller, D., Paladino, A. and Ferrell, O.
(2007) ”Marketing: Core concepts & applications” 2 nd
Asia-Pacific edition, Wiley, Milton
QLD
Summers, J. and Smith B (2010) “ Communication skills handbook” 3 rd
Ed, Wiley, Milton
QLD.
Supplementary texts:
Kotler, P., Adam, S., Brown, L. and G. Armstrong (2006) "Principles of Marketing" , Third
Edition, Prentice Hall, Frenchs Forest, Australia
Guester, P.G., McGuiggan, R.L., Perreault, W.D. and E.J McCarthy (2004) “ Marketing – creating and delivering value”, Fourth Edition, McGraw-Hill, Sydney, Australia
Special study requirements:
Students with special needs whose participation in this subject might be limited by any study requirements are encouraged to consult the Equality and Diversity
Centre (EDC). Further information and contact details for the EDC are available at http://www.latrobe.edu.au/equality
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This subject is designed to give you a broad understanding of the formal discipline of marketing, and of the key marketing activities in business. As a pre-requisite for further study in the discipline of Marketing, it is intended to provide a sound foundation upon which more advanced skills and applications can be built.
Upon completion of the subject you will be able to:
1. Apply the philosophy of marketing into basic business decisions
2. Appreciate the major theoretical principles upon which the practice of marketing is based.
3. Apply these key marketing principles in analysing a range of marketing problems.
4. Identify marketing management tasks and understand how marketing fits into the organisational environment.
5. Demonstrate capability in written and oral communication and analytical skills in a marketing context.
Learning objective 1: Apply the philosophy of marketing into basic business decisions
Student learning outcomes Assessments
1. the student will know the basic philosophy of Marketing
2. and comprehend how this philosophy relates to aspects of business
3. finally, the student will be able to apply the Marketing philosophy to varied business situations
Assignment
Examination
Presentations
Learning objective 2: Appreciate the major theoretical principles upon which the practice of marketing is based
Student learning outcomes Assessments
1. The student will know and comprehend the following basic Marketing principles: o Market environment analysis o Customer segmentation, targeting, positioning and repositioning
Assignments
Examination
Presentations
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o The Marketing Mix and associated marketing tools o Market/Marketing research
Learning objective 3: Apply these key marketing principles in analysing a range of marketing problems
Student learning outcomes Assessments
1. The student will be able to apply all basic principles stated under Learning Objective 2 in varying
Marketing contexts, including the following: o Goods vs. services o Consumers vs. business as the target market o Business vs. not-for-profit organisations
Assignment
Examination
Presentations
Learning objective 4: Identify marketing management tasks and understand how marketing fits into the organisational environment.
Student learning outcomes Assessments
1. The student will be able to analyse the Marketing
Environment and
2. apply the appropriate Marketing tools/theories for the identified Marketing question, and
3. link Marketing theories across different lecture weeks
Assignment
Examination
Presentations
Learning objective 5: Demonstrate capability in written and oral communication and analytical skills in a marketing context
Student learning outcomes Assessments
1. The student will be able to write their Marketing argument in a comprehensive manner;
2. The student will be able to present their Marketing argument orally in a comprehensive manner,
3. plan and structure their written and oral presentations,
4. demonstrate appropriate degree of research skill through the quality of their Marketing argument and referencing,
5. Use appropriate Marketing vocabulary/jargon when arguing their point.
Assignment
Examination
Presentations
You are required to read the relevant sections of the prescribed textbook before attending the lectures, to re-read them with enhanced understanding after the lectures, and to go to the tutorial classes prepared to ask questions.
The lectures will contain material that goes beyond the textbook; they are intended to introduce the concepts. The tutorials are intended to provide you with opportunities to discuss these concepts and to build your practical competence.
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The subject is intended to make you THINK. It is important to understand that there are few
‘absolutes’ in marketing. There are no recipes to follow, no set ways of doing things, and the
‘correct’ answers are not to be found in textbooks. The theoretical constructs and frameworks exist to help you to analyse the situation and organise your thoughts in an effective manner. Memorising the prescribed textbooks will NOT make you a good marketer.
You need to develop your own critical analysis skills through discussion.
In tutorials, you will receive additional information about the assignments and the final examination. It is in your best interests to attend all tutorials and to seek assistance when you need it.
Assignment
Group assignment
Appendix 1
Weight Deadline Notes
10% Teaching week 6
Group assignment,
;
Recommended word limit is 1000 words per student
Individual assignment/test
Appendix 2
Group
Presentation
Appendix 3
Final
Examination
10% Teaching week 10
10% Tutorials, weeks
10-12
70% Exam period
Recommendation: approximately 1,000-word assignment
Can exclude references, tables etc
Taken during normal tutorials. Please see tutorial schedule for topics and the timing of presentations.
Short questions asking you to apply Marketing theory to given situations.
TOTAL 100%
Final examination with 40% hurdle
In the course of your marketing studies, and especially with assignments, you may find yourself making use of readily accessible information from your place of work or your family’s, or friend’s place of work. In these situations you must appreciate the goodwill of the person or organisation assisting you, and demonstrate basic respect and ethical behaviour.
You must not, however, contact individuals within an organisation with whom you have no personal contact, unless given express permission by Subject Co-ordinator.
You must never use or divulge the confidential information of any employee or their firm in any assignment without the permission of that individual and firm. Furthermore, you must never indulge in any form of misrepresentation or use unethical practices to collect information. If in any doubt consult the Subject Co-ordinator.
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Working in groups may be more difficult than working alone. Be prepared to face the challenges of working with people (something you will do throughout your career). You will be required to set some ground rules and objectives in the early stages of your project.
Exchange names and phone numbers from day one. All this information must be given to your tutor no later than Tutorial 3.
Please attach minutes of your group meetings to the end of your assignment. These minutes should be no more than 1 A4 page per meeting and detail the following:
•
Who was present
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What action was decided on by the group
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Is your project following your planned timetable
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What tasks need to be completed by next meeting and who will be responsible of them
You are encouraged to address problems as they arise rather than leave them until close to submission.
ALWAYS KEEP A DUPLICATE COPY OF THE ASSIGNMENT
- Especially when it is a group effort
3.4.4. Final Examination
The Final Examination will be based on the material presented and discussed in lectures, tutorials and the prescribed textbooks. The format of the Final Examination will be essay type questions asking you to demonstrate your Marketing knowledge and apply the Marketing theory to given situations.
The paper of any student whose examination mark falls between 40-49% will be automatically remarked.
STUDENTS ARE REQUIRED TO ACHIEVE 40% MINIMUM, IN THE FINAL
EXAMINATION TO BE AWARDED A PASS IN THE SUBJECT OVERALL.
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The following table is included to help in your understanding of what examiners look for when assessing written work; it suggests factors or qualities they look for to determine the levels of understanding and performance being demonstrated, and to differentiate between the various grades.
Criteria A (80+%) B (70-79%) C (60-69%) D (50-59%) N (0-49%)
Overall Analysis
Research Skills
Excellent level of analytical skills demonstrated consistently.
Excellent application of theoretical concepts consistently.
Excellent research and use of a wide range of resources including academic journals, industry sources, business journals, lecture and tutorial content.
Use of correct referencing style.
Excellent use of evidence to support findings, conclusions and recommendations throughout.
All key issues identified.
Very good level of analytical skills demonstrated in most areas.
Excellent use of theoretical concepts in most areas.
Evidence of a high level of research and use of a wide range of resources including academic journals, industry sources, business journals, lecture and tutorial content.
Use of correct referencing style.
Thorough use of evidence to support findings, conclusions and recommendations throughout.
All key issues identified.
Good level of analytical skills demonstrated in most areas.
Good use of theoretical concepts in most areas.
Use of analytical skills demonstrated but either inconsistently or at a minimal level.
Basic use of theoretical concepts
Good research skills and use of a wide range of resources including academic journals, industry sources, business journals, lecture and tutorial content.
Use of correct referencing style.
Reasonable use of evidence to support findings, conclusions and recommendations throughout.
Most key issues identified.
Minimal research and use of a wide range of resources including academic journals, industry sources, business journals, lecture and tutorial content.
Use of correct referencing style.
Basic use of evidence to support findings, conclusions and recommendations throughout.
Many key issues identified.
Insufficient analysis.
Weak application of theoretical concepts.
Lack of research and use of a wide range of resources including academic journals, industry sources, business journals, lecture and tutorial content.
Poor referencing style.
Poor use of evidence to support findings, conclusions and recommendations throughout.
Many key issues not identified
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Communication
Skills
Conclusions and recommendations
Clear, concise and coherent presentation of all work.
Excellent written and oral skills demonstrated.
Outstanding use of all presentation styles employed.
Topics covered thoroughly, in depth to an excellent, professional standard.
Clear, concise and coherent presentation of all work.
Very good written and oral skills demonstrated.
Very good use of all presentation styles employed.
Topics covered thoroughly, in depth to a good, professional standard.
An excellent demonstration of critical thinking.
Conclusions and recommendations demonstrate a superior appreciation of MPP and its salient issues.
Recommendations and proposed strategies reflect all the above criteria to a superior standard.
A very good demonstration of critical thinking.
Conclusions and recommendations demonstrate a very good appreciation of
MPP and its salient issues.
Recommendations and proposed strategies reflect all the above criteria to a high standard.
Clear, concise and coherent presentation of most work.
Good written and oral skills demonstrated.
Good use of all presentation styles employed.
Topics covered thoroughly, in some depth to an acceptable, professional standard.
A good level of critical thinking evident.
Conclusions and recommendations demonstrate a reasonable appreciation of MPP and its salient issues.
Recommendations and proposed strategies reflect all the above criteria to a good standard.
Reasonable presentation of all work.
Comprehensible written and oral skills demonstrated.
Reasonable use of all presentation styles employed.
Topics covered minimally to a just acceptable standard.
Some demonstration of critical thinking.
Conclusions and recommendations demonstrate a basic appreciation of MPP and its salient issues.
Recommendations and proposed strategies reflect all the above criteria to a reasonable standard.
Poor presentation of all work.
Poor standard of written and oral skills demonstrated.
Poor or unsuitable presentation styles employed.
Topics covered not covered in sufficient depth.
Little or no evidence of critical thinking.
Conclusions and recommendations do not demonstrate an appreciation of MPP and its salient issues.
Recommendations and proposed strategies do not reflect all the above criteria in an appropriate manner.
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Course components
The course components, together, are designed to provide a broad understanding of the general area of marketing. Except in cases specifically approved in writing by the Subject
Co-ordinator, you must complete and submit all assessment items to receive an overall pass in this subject.
Late submission of assignments
An automatic late penalty of one mark per day for each day overdue will apply to all assignments submitted after the due date; for example
•
an individual assignment worth 10% of your final mark
•
the assignment was graded as 8/10
•
but was handed in two days late; hence the grade of 6/10.
Students seeking an extension of time for submission of assignments MUST apply in writing to the Subject Co-ordinator at least one week before the due date. Extensions will be granted if a satisfactory reason for being unable to meet the deadline is provided and accepted.
Supporting documentary evidence must be submitted.
Please note that old excuses (such as “my computer crashed” or “my printer broke down”) will not be accepted. It is suggested that you plan to hand in assignments before the due date to cover any unexpected delays.
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PLAGIARISM
The following warning is issued by the University ( Undergraduate Course
Handbook: 2011. You can access the Handbook at: http://www.latrobe.edu.au/handbook/index.htm
“One form of academic cheating is plagiarism: the reproduction of someone else’s words, ideas or findings and presenting them as one’s own without proper acknowledgment. There are many forms of plagiarism, including the following: direct copying of sentences, paragraphs or other extracts from someone else’s published work (including on the Internet and in software) without acknowledging the source paraphrasing someone else’s words without acknowledging the source using facts and information derived from a source without acknowledging it using ideas directly derived from an identifiable author without acknowledging the source producing assignments which should be the student’s own, independent work in collaboration with and/or using the work of other people (e.g. a student or tutor).”
Plagiarism and copying the work of other students are forms of cheating and will be treated accordingly. Students found guilty of academic misconduct may receive penalties ranging from a requirement to participate in academic counselling or a reduction in marks for an individual piece of assessment for minor cases, through to suspension from your course in serious cases or repeat offences.
To ensure that you are not guilty of plagiarism you must, in all your written assignments, declare all sources from which you have obtained materials or ideas.
Further explanations for ‘academic misconduct’ and for ‘plagiarism’ are available at: http://www.latrobe.edu.au/learning/integrity.html
.
The Academic Language and Learning (ALL) unit works closely with teaching staff in all Faculties and campuses to ensure that all La Trobe students – including those from non-English-speaking backgrounds – develop high-level academic speaking, writing, reading, and numeracy skills required for successful learning in their courses. To achieve those ends, the ALL Unit staff: collaborate on course and subject design; advise on teaching and learning strategies; teach/co-teach special
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undergraduate and postgraduate subjects, tutorials and workshops; and provide professional development for staff.
For further information and links to resources, visit http://www.latrobe.edu.au/learning
Special Consideration is an equity measure to ensure that the assessment of students takes account of temporary adverse circumstances that impact negatively on individual students’ ability to demonstrate their learning achievements in an assessed task.
Students who consider that their performance in an assessed task was adversely affected by compelling or compassionate circumstances may apply to the University for Special Consideration. It is not a substitute for knowledge or skills you should have learned and because of this you will not be granted special consideration for your performance throughout a semester.
IMPORTANT NOTE
•
An application for special consideration does not guarantee that you will be granted a special examination or an adjustment to your results. The Committee reviews each application on an individual basis.
•
In most cases, you will NOT be given a second opportunity to sit an examination as a result of an application for special consideration. The Committee only approves second examinations in extraordinary cases.
•
If you do not submit your application on the Faculty of Law and Management’s
Application for Special Consideration form then your application will not be considered.
•
If your application does not contain all of the information requested and the required supporting documentation then your application will not be considered.
•
If your application is not submitted within the required time frame after the due date of the assessed task then your application will not be considered.
Applications for special consideration will be considered by a Faculty Committee comprised of academic staff members. Once the Committee has assessed your application, your subject co-ordinator will be notified of the results of the application.
The decisions of the Special Consideration Committee are final and cannot be changed by subject co-ordinators. Please do not contact subject co-ordinators regarding the outcome of special consideration applications.
All inquiries should be submitted not later than 14 days after the release of final results.
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Faculty of Law and Management, La Trobe University

•
•
•
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Who should apply for special consideration?
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A student who is unable to sit an examination due to illness or other cause.
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A student who considers that his or her performance in an assessed task has been adversely affected by illness or other cause immediately prior to the due date of the assessed task.
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Requests for special consideration must be for serious circumstances beyond the control of the student and will usually fall within the following causes:
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Serious illness or psychological condition – e.g. hospital admission, serious injury, severe illness, severe anxiety, or depression (not on-going conditions)
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Loss or bereavement – e.g. death of a close family member
Hardship/trauma – e.g. victim of crime, sudden loss of income or employment, family relationship breakdown, severe disruption to domestic arrangements.
When should you apply for special consideration?
Applications should be submitted to your local Administration Office at your campus not later than seventy-two hours after the due date of the assessed task.
What outcomes are possible?
Applications will be assessed and will be assigned one of the following outcomes:
• reschedule an Assessment Task; or
• set a substitute Assessment Task; or allow extra time to complete an Assessment Task; or award a Reasonable Adjustment of Mark for the Assessment Task or subject for which Special Consideration is sought; or recommend that the Chief Examiners offer a formal Special Examination; or decide that there are insufficient grounds for the award of Special
Consideration.
How should you make application for special consideration?
You must obtain a copy of the official Faculty of Law and Management Application for
Special Consideration form from the following website: http://www.latrobe.edu.au/students/forms/search-results :
•
In Document Type – arrow down to Form
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In the Topic – arrow down to Enrolment
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then click Submit.
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Select the document: Faculty of Law & Management Application for Special
Consideration (PDF File 94.9 KB) or also available for collection from your Administration/ Campus.
•
All of the information requested on the form must be filled out.
•
You must supply evidence of the reason you are applying for special consideration. For example, if it is medically related you must have a registered medical practitioner fill out the section in the Application form and sign it. Medical certificates must be completed by a registered medical practitioner. The best way to ensure that this is the case is to ensure the certificate includes a Medicare Provider Number.
(This is normally a 5 or 6-digit number followed by 2 letters). Certificates that do not include a Provider Number will not be accepted. The medical certificate must state that in the medical practitioner’s opinion you were or will be unfit to attend an assessment task or have been or will be adversely affected by illness. Medical certificates in which the medical practitioner reports that you claim to be unwell will not be accepted. The medical certificate must cover the date on which the assessment is held.
•
If you are unable to complete an assessment component or your study is adversely affected due to a non-medical reason, you are encouraged to provide as much documentary evidence as you can to support your application. This should be objective evidence from an independent source. Documentation may include a death notice or certificate, a police report, a letter from an employer, a current letter from La Trobe Counselling Services or La Trobe Equality and
Diversity Centre. If you have questions or concerns about documentation, see your Administration on your campus for advice. Students can contact the
Committee: business.aw@latrobe.edu.au
with queries about documentation.
•
You must lodge the special consideration form and the supporting documentation to your local Administraion.
How will you know the outcome of your application?
The Committee’s decisions are emailed to your University email address. Please check your email for outcomes.
The following circumstances are not normally matters covered by special consideration:
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If you need support because of a disability, mental health issue, or ongoing medical condition, this is not normally a matter for special consideration. For this type of long-term assistance, contact the Equality and Diversity Centre on your campus as soon as you become aware of the need for assistance and as early in the semester as possible.
•
If you have timetable clashes, exams scheduled close together, or more than the usual number of exams because you have been allowed to overload your enrolment, you will not be eligible for special consideration.
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Special consideration will not be granted to accommodate travel plans, attendance at social events such as weddings, visits with relatives/friends or any discretionary activities.
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Special consideration will not be granted because of avoidable issues related to visa requirements.
•
Special consideration will not be granted for extensions. You should use the
Application for Extension/Reweight of Assessment form available from the Faculty
Office.
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Who should not apply for special consideration?
Special consideration applications should not be used if you need support because of a disability, mental health issue, or ongoing medical condition. For this type of long-term assistance, contact the Equity and Access Unit on your campus as soon as you become aware of the need for assistance and as early in the semester as possible.
Special consideration applications should not be used if you have timetable clashes, exams scheduled close together, or more than the usual number of exams because you have been allowed to overload your enrolment.
Special consideration will not be granted to accommodate travel plans, attendance at social events such as weddings, visits with relatives/friends or any discretionary activities. Special consideration will not be granted because of avoidable issues related to visa requirements.
When should you apply to special consideration?
Applications which relate to an examination should be submitted to the local Student
Administration Office of the University not later than seventy-two hours after the commencement of the examination.
Applications which relate to situations which have had an impact on studies during the semester should be filed prior to any examination to which such application relates.
If you cannot meet the applicable deadline, you may still submit your application but your application is not likely to be successful unless you can provide a satisfactory explanation as to why you could not meet the deadline.
How should you request special consideration?
Furnish in writing to the University Secretary a statement containing the circumstances together with any medical evidence (on the prescribed form - completed by a registered, qualified medical practitioner) or such other evidence as may be applicable.
1. Get the official form from local Student Administration Office.
2. Complete form and attach documentation
3. Returns form and documentation to local Student Administration Office.
What documentation should be included with the application?
If your application relates to illness on your part (or illness of another person that has an effect on you) it must be accompanied by a medical certificate. The following principles will apply in the evaluation of applications involving medical certificates:
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Backdated medical certificates will not be accepted.
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The medical certificate must cover the date on which the assessment is held.
•
The medical certificate must be from a registered medical practitioner. The best way to ensure that this is the case is to ensure the certificate includes a Medicare Provider No.
(This is normally a 5 or 6-digit number followed by 2 letters). Certificates that do not include a Provider No. are not likely to be accepted.
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•
The medical certificate must indicate that in the medical practitioner’s opinion you were or will be unfit to attend an assessment component or have been or will be adversely affected by illness. Medical certificates in which the medical practitioner reports that you claim to be unwell will not be accepted.
If you are unable to complete an assessment component or your study is adversely affected due to non-medical reason, you are encouraged to provide as much documentary evidence as you can to support your application. This should be objective evidence from an independent source. Documentation may include death notice or certificate, a police report, a letter from an employer, a current letter from La Trobe Counselling Services or La Trobe Equity and Access.
What outcomes are possible?
Applications will be assessed and will be assigned the following outcomes:
1. If you miss the final exam and your application for special consideration is successful, you will be granted a Special Examination.
2. If you sit the final exam but your performance is affected due to unavoidable circumstances and your application for special consideration is successful, the
Committee may grant either a Special Examination or a mark adjustment depending on the individual circumstances in your application.
3. If you apply for special consideration based on illness or other circumstances and your application is successful you will be granted an adjustment in the mark for the assessment. This adjustment will normally be less than 6% of the marks available for the assessment.
4. If your application is not successful, no adjustment will be made and no additional assessment will be offered.
NOTE: An application for special consideration does not guarantee that you will be granted a special examination or and adjustment to your results.
How will I know the outcome of my application?
You will not be formally notified of the results of your application.
If, based on the issues raised in the application, you are granted a special examination, this will be noted on your record of results and will be released at the same time as all other marks are released.
If you are granted a mark adjustment, that adjustment will be calculated in your final mark.
What if I disagree with the result?
A formal process exists for requesting a re-mark. A request for a re-mark must be submitted to the Head of Department within 14 days of the release of the result and must include a clear statement of the reasons for requesting a re-mark. Those reasons must provide grounds for believing that the original assessment was not fair and reasonable.
Follow the published procedures for requesting a re-mark which are published on the School of Business website http://www.latrobe.edu.au/business/pol_remarking.html
.
3.9.1 Reassessment Procedures
University policy relating to reassessment of a student’s academic work can be found at:
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http://www.latrobe.edu.au/policy/academic
You should discuss queries about performance in assessment tasks with your lecturer in the first instance.
•
A request for a reassessment must be submitted within 14 days of the release of the result for the work in question.
•
A request for a reassessment must be made in writing to the Head of School and must include the following information:
- confirmation that you have discussed the issue with your lecturer.
- the outcome of that discussion.
- a clear statement of the reasons for requesting a reassessment; those reasons must provide grounds for believing that the original assessment was not fair and reasonable; merely desiring a higher mark or grade, or adverse circumstances during assessment will not be accepted as grounds for a reassessment.
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The Head of School will determine whether the written request complies with the above requirements and whether the reasons given by you warrant the assessment being reassessed.
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Should the Head of School determine that a reassessment is warranted, an appropriate member of academic staff will be requested to reassess the assessment, and advise the Head of School of the outcome. The Head of
School will then advise you of the outcome. If the Head of School determines that the request for reassessment does not meet the requirements, or does not provide sufficient reason to justify a reassessment, you shall be advised accordingly.
•
You have the right to appeal to the Dean, and finally the Ombudsman should you still be dissatisfied.
CLASSROOM ETIQUETTE:
A goal for the classroom is to have a positive, attentive, courteous environment that is conducive to learning. Being on time, being alert, participating in discussion and activities, staying for the full class time, and generally contributing to the learning experience of one's classmates are desirable behaviors.
Although attendance to lectures and tutorials is not compulsory, students are strongly encouraged to do so, as frequent non-attendance will seriously jeopardise your chance of success in the subject.
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Week Topic
1 Introduction to the subject
What is marketing, How does Marketing fit in with the rest of the organisation
Introduction to the ‘ DeskTop edition e-book’
2 Assignments explained in detail
How to write academic text; what is referencing and plagiarism, how to avoid plagiarism
Introduction to Library resources
3 The external business environment
4 Marketing research
5 Segmentation, targeting and positioning
The marketing mix introduced
UA Com. Week – NO LECTURES, NO TUTORIALS
6 Place (Distribution)
Strategic alliances
7 Products vs. services
8 Promotion, Marketing communication
9 Price; Please re-visit your ‘Introductory
Microeconomics’ notes
10 Target market – consumers
Needs vs. wants
11 B2B (business to business)
12 Current trends in marketing worth considering
13 Revision lecture, examination techniques
NOTES
By Steven
Mason
By Steven
Mason
PLEASE NOTE: Tutorials are interactive sessions and students are expected to attend class prepared for the topics to be discussed. This means you must read each week’s topics for discussion in ADVANCE. It is your responsibility to keep up to date with all tutorial materials, even if all assigned materials are not discussed in class due to time constraints. The tutorial exercises have been selected to help you apply the theoretical concepts delivered in lectures to real life situations. The questions asked are very similar to the type of questions that will be used in the final examination, and will, therefore, provide you with valuable practice and assistance in preparation for the exam. They will also motivate you to keep up with the prescribed reading, which in turn will assist you greatly, in both the individual and group assignments as well as with the final examination.
Wee Tutorial task – please be prepared to discuss the Important notices
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k following case studies
1 No tutorial
2 Icebreaker, Introductions of tutorial members
Q&A on assessment, Unit structure
Tutor expectations on tutorial contribution and assignments
Referencing: importance of it; referencing styles
3 Please prepare 1-2 pages A4 (bullet points) in advance of this tutorial : What is the difference between ‘A’ and ‘N’ assignments by using the table 3.5. Assessment Criteria and
Standards’ in this unit guideline
4 Please prepare answers to Discussion questions 2, 3, 6, 7, 8,
9 and 10 from pages 80-81 in your text book Pride et al 2007
5 Please read the case study Cycling towards a better understanding in your text book Pride et al 2007 (pp. 108-110) and answer to questions 1-3 on page 110 AND Discussion questions 4 as well as 7 from page 108.
UA Com. Week – NO LECTURES, NO TUTORIALS
Please use Oasis to find your tutorial group
Please provide tutors with the names of your group members
6 Please read the case study Jetstar: up, up and away in your text book Pride et al 2007 (pp. 139-140) and answer to questions 2-3 on page 140 AND
Discussion questions 2, 4 and 6 from page 138.
7 Please read the case study from your text book Pride et al
2007:
What is your presentation topic – please let your tutor know
TNT Fashion Express ; pp. 359 AND Enabling RFID in Retail accessible from http://ieeexplore.ieee.org/stamp/stamp.jsp?arnumber=016079
45 when using La Trobe computers.
Please prepare:
•
Questions 1-3 on page 359. For question 3 you should also be able to JUSTIFY your examples
•
Question 11 from p. 358
Please include the RFID information to your answers
8 Please read the case study from your text book Pride et al
2007:
Vodafone: Connecting with customers ; pp. 26-27 and prepare answers to the Questions on p 27 for Discussion in advance
10 of this tutorial – AND
In your own words, please define the Marketing Mix
9 Oral presentation skills; Practicing oral presentations; peer reviewed
Please prepare a 1-3 minute presentation on ‘ Career opportunities in Marketing ’.
Group presentations:
1. CRM (Customer relationship management)
2. Web page design – what makes attractive marketing www sites?
No need for
PowerPoint
Part of your assessment
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11
12
Group presentations
3. Online consumer panels (paid online consumer surveys)
4. How does/should colour influence branding?
Group presentations
5. Buying online, what are the current trends? E.g. what type of products, who is buying what?
6. Well-being products, what are the current trends? E.g. organic food, spa treatments; who is buying what, what are the most popular purchases?
13 Practice exam questions.
Please bring your text books and notes for this exercise.
However, please note that YOU ARE NOT ALLOWED TO
BRING BOOKS, NOTES ETC TO THE ACTUAL EXAM
SITUATION
Laptop & projector provided. Laptops only have USB ports, i.e. no
CD/DVD drives;
LTU laptops use
PowerPoint 2003
NO WWW access in tutorial rooms
Please bring your text books and notes for this exercise.
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Faculty of Law and Management, La Trobe University

Prescribed
Pride, W., Elliott, G., Rundle-Thiele, S., Waller, D., Paladino, A. and Ferrell, O.
(2007) ”Marketing: Core concepts & applications” 2 nd
Asia-Pacific edition, Wiley, Milton QLD
Summers, J. and Smith B (2010) “ Communication skills handbook” 3 rd
Ed, Wiley, Milton
QLD.
Key Reference Books:
Butler P. and D. Bradmore (2003) " Australian Principles of Marketing Study Guide ", Prentice
Hall, Australia
Cohen, W. A. (2001) " The Marketing Plan ", Third Edition, John Wiley & Sons, Inc., New York
Kotler, P., Adam, S., Brown, L. and G. Armstrong (2006) "Principles of Marketing" , Third
Edition, Prentice Hall, Frenchs Forest, Australia
Kotler, P., Adam, S., Brown, L. and G. Armstrong (2003) "Principles of Marketing" , Second
Edition, Prentice Hall, Frenchs Forest, Australia
Kotler, P., Brown, L., Adam, S. and G. Armstrong (2001), "Marketing", Fifth Edition, Prentice
Hall, Frenchs Forest, NSW
McColl-Kennedy, J., Kiel, G., (2000), “Marketing: A Strategic Approach” Nelson Australia
Guester, P.G., McGuiggan, R.L., Perreault, W.D. and E.J McCarthy (2004) “ Marketing – creating and delivering value”, Fourth Edition, McGraw-Hill, Sydney, Australia
Quester, P., McGuiggan, R, McCarthy, E., Perrealt, W., (2001), “Basic Marketing: A
Managerial Approach” , Third Australasian Edition, McGraw-Hill Book Company Australia
Thomas, R. (2003), "Referencing: A Guide (Including Electronic Resources)", La Trobe
University, Faculty of Law and Management, Language and Academic Skills Unit
JOURNALS, MAGAZINES AND NEWSPAPERS:
You are urged to read widely in the appropriate academic journals, such as Journal of
Marketing, Journal of Consumer Research, Journal of Marketing Research, business newspapers, magazines and periodicals to inform yourself about current developments in
Marketing.
Getting started in the LMS
What is the LMS?
The LMS is an Internet based learning management system which allows you access to learning materials and activities related to your studies from any location with
Internet access. La Trobe University’s Learning Management System (LMS) is
Moodle (Modular Object-Oriented Dynamic Learning Environment). Replacing
Blackboard CE6, Moodle becomes the University’s LMS for all subjects commencing after February 2, 2011.
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Navigating to the LMS login
Step 1 Access the Internet
Step 2 Go to the La Trobe University Home Page at http://www.latrobe.edu.au
Step 3 Select the Current Students option.
Step 4 From the Students page select LMS from either Student tools or
Learning Resources .
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Faculty of Law and Management, La Trobe University

Step 5 Enter your username and password. These are issued at enrolment and appear on your Statement of Account (sent to you in the mail). You should log in using the same password as used for Student Online.
For information regarding passwords and logging on go to http://www.latrobe.edu.au/studentlmsinfo/loginhelp.html
If you have not yet received your Statement of Account you will not be able to login to the LMS.
Step 6 Select Students from the dropdown options under User Type .
Compatible Browsers
Browsers that are compatible with LMS (Moodle) are:
•
* MS Internet Explorer 7 or 8 for PCs.
•
* Firefox 3 or later for Macs
•
Safari 3 or later for Macs
•
Google Chrome 4 or later
•
Opera 9 or later; and
•
* = supported by La Trobe University
Using the LMS
What can the LMS be used for?
The set up of each subject is at the lecturer’s discretion and your lecturer may not use every feature/tool in their subject.
Some typical uses of the LMS include being able to:
• Access study materials
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• Communicate with your lecturer, tutor and other students enrolled in the subject by discussion and chat
• Complete online quizzes and self-assessment activities
• Submit assignments
• Prepare individual and group online presentations using a wiki
• Create a profile, and see who is in your subject and find out a bit about them from their profiles
• Conduct searches and use glossaries, and
• View scheduled events using a subject calendar or upcoming events block
To become familiar with the layout and use of the LMS icons and tools we suggest that you spend some time exploring the links to see what information is available.
If you have any difficulties accessing your online material on the LMS please speak to your subject lecturer.
5.2.1 Netiquette
Netiquette is a term for standards which govern computer mediated communication.
As participants of online discussion groups, that is, discussion boards, chats or email, all students are expected to observe the University’s Internet Code of Practice. So that all students may feel encouraged to participate, rude, sexist or other disparaging comments are not acceptable. Remember that discussion board and chat postings are read by all, and that some people in the class may have very different backgrounds, customs and experiences to your own.
5.2.2 Student Tracking
The system automatically records every time you access the site, and posts the first time you log on, the most recent time you've logged on, the amount of time you've spent on the system, as well as the number of hits you've made to various pages.
While there has been some negative publicity on the use of certain software to obtain information about users on the open web, please be assured that, in the context and environment of the LMS, the only information that's being recorded is your point of participation.
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The Student Unit Feedback Survey is part of the quality assurance process that occurs across the university. In this survey you are invited to tell us about your learning experiences in the unit you studied. We want you to tell us how you experienced the unit. Your views will be taken seriously and will assist lecturers to enhance units for the next group of students. When the surveys reach you, please make time to tell us your views.
To perform successfully in this subject we recommend the following: o Regularly attend lectures, tutorials and assignment group meetings o Come to tutorials prepared to engage in the discussion o Maintain a regular schedule and keep up with the prescribed reading o Start thinking about and planning the major assignment early o Consider forming a study group
By listening carefully to the lectures, and taking notes, students become acquainted with the general principles of the subject and will identify key points to be followed in the subsequent reading/private study. You will also learn the emphasis placed on particular parts of the prescribed reading. Without listening to the lectures you will not learn fully how the unit is structured.
Correspondingly, preparation for, and active participation in, tutorial work will facilitate your learning and develop your ability to apply the theory to practice.
Regular study and note-taking will ensure that you are progressively preparing for the examination. This will also help to consolidate your knowledge and confidence.
Commencing work on the assignments early and at regular intervals will benefit you in at least two respects:
1. enable you to make sure that you have considered all of the main requirements sufficiently and thoughtfully
2. this work will help you consolidate your knowledge in preparation for the examination
Research shows that students who learn co-operatively learn more effectively.
Explore the opportunities to form a study group. This will help you to share the workload, and to clarify your learning with friends.
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APPENDIX 1 GROUP ASSIGNMENT
Dates/submission assignment handed out on Week 2; hand in deadline Teaching week 6
Type Group assignment: Situation Analysis.
Transferrable skills
Report writing
Individual research
Analytical skills
Working in teams, organising the group effort, reporting on the group effort
Type of research Secondary research; Observational research is the only accepted from of Primary research i.e. NO interviews, NO contacting any companies directly. Please note: Primary research is not a compulsory part of this assignment
Marks
Additional support materials
10% of the total marks for this subject
Available in LMS
Working in groups may be more difficult than working alone. Be prepared to face the challenges of working with people (something you will do throughout your career). You will be required to set some ground rules and objectives in the early stages of your project.
Exchange names and phone numbers from day one. All this information must be given to your tutor no later than Tutorial 3.
Please attach minutes of your group meetings to the end of your assignment. These minutes should be no more than 1 A4 page per meeting and detail the following:
•
Who was present
•
What action was decided on by the group
•
Is your project following your planned timetable
•
What tasks need to be completed by next meeting and who will be responsible of them
You are encouraged to address problems as they arise rather than leave them until close to submission.
ALWAYS KEEP A DUPLICATE COPY OF THE ASSIGNMENT
- Especially when it is a group effort
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APPENDIX 1 GROUP ASSIGNMENT
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APPENDIX 1 GROUP ASSIGNMENT
This assignment is designed to test how well you can apply theoretical concepts to the set product category. Your analysis should focus around SOFT DRINKS. Select a company to analyse within this industry sector. Your company should operate in Australia and your situation analysis should be based on the current Australian business environment relevant for your product. i.e. your focus could be o One main specific SOFT DRINK product (e.g. Pepsi Max) o The new trend of buying SOFT DRINKS in general o An unbranded ‘local’ SOFT DRINK (e.g. a fruit juice based drink from Mildura)
The situation analysis reviews and analyses of the current market, the marketing environment, the organisation, the customers, and the competitors - all of which influence the development of the marketing plan.
In summary, the situation analysis provides a gathering of relevant market information that needs to be checked before any market related decisions are made. The situation analysis leads to a general suggestion of what actions may be appropriate if certain conditions are found to be present.
Your situation analysis should comprise the following sections:
INTRODUCTION
Justify how your product fits within the soft drinks category.
Give a general introduction to the assignment.
MARKET/INDUSTRY ANALYSIS
(a) Definition of the market or category
- What market is your company competing in?
(b) Market size
- What is the size of the domestic market?
- Quantify the size in volume (000’s) and/or value ($000) terms.
(c) Market potential
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APPENDIX 1 GROUP ASSIGNMENT
- Is it a growth market?
- Can you estimate next year’s growth rate?
- Is it an attractive market to be in?
(d) Market structure
- Estimate market share of each competitive offering and indicate the competitive nature of the market ( as much as possible without contacting any companies directly !)
ENVIRONMENTAL ANALYSIS
Describe the macro environmental trends that affect the market. Present the nature of the effect, and include only those forces that are relevant to the market. When omitting an environmental force that is not relevant for your product, please justify why it is not relevant

Economic - income, interest rates, unemployment rate, inflation, recession, value of Australian dollar o Ethical – to what extent do Australian consumers demand ethical business practices? o Environmental – to what extent do Australian consumers demand environmentally friendly business practices?
 Demographic - population characteristics in terms of size, density, age, sex, race, occupation, location, education, income, etc.
 Natural - includes environmental concerns, pollution, energy costs and scarcity of natural resources.

Technological - new products and new processes bring new market opportunities. Pace of technological change.
 Social/Cultural - changes in society’s values, interests, perceptions, preferences and behaviours; the emergence of subcultures, i.e. 4Gs: gays, greenies, girls (working women) and greys (over 50s).
 Legal/Political - government legislation that regulates business i.e., consumer protection laws, deregulation, protection, privatisation, nationalism; growth of public interest groups.
COMPETITOR ANALYSIS
1. Identify direct and indirect (substitute products) competitors for your selected company.
2. Select two direct competitors , and assess their strengths and weaknesses relative to your brand ( whether your brand is local or national !)
3. How are direct competitors positioned in the market relative to your brand?
Define their positioning and plot a positioning map.
CUSTOMER ANALYSIS
1. It is recommended that this section be presented in tabular format (i.e. create a table). Divide the market into three to five discrete customer segments and describe these.
 Use of one or more of the following variables as segmentation criteria:
Behaviour
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APPENDIX 1 GROUP ASSIGNMENT
Includes:
- Purchase occasion, regular or special occasion.
- Benefits sought, i.e. off road, safety etc.
- User status, i.e., non-user, ex-user, potential user, first-time user, regular user.
- Usage rate, i.e., light user, medium user, heavy user.
- Loyalty status, i.e., none, medium, strong, absolute.
- Readiness stage, i.e., unaware, aware, informed, interested, desirous, intending to buy
- Brand familiarity, i.e. insistence, preference, recognition, nonrecognition, rejection.
Psychographic
Includes:
- Socioeconomic status
- Values, attitudes and lifestyle (activities, interests and opinions)
- Personality
Demographic
By age, gender, income, occupation, education, religion, nationality, family size, family life cycle.
Geographic
By suburb, local government area, region, density, climate.
This must relate to your company under analysis, i.e. what is their
LOCAL area?
2. For each segment identify the roles of the “buying centre”, i.e.,
-initiator (first suggests idea of purchase)
-influencer (views carry some weight in final decision)
-gate keeper (controls the flow of information to others)
-decider (authorises purchase)
-buyer (makes actual purchase)
-user (consumes the product)
3. For each segment outline the buying decision process/stages, i.e.,
-problem recognition
-information search
-evaluation of alternatives
-purchase decision
-post purchase behaviour
4. Describe the decision type (extent of problem solving) for the product, i.e.,
 Routine response behaviour - rely on past experience, no decision is required - low cost, low risk, frequently purchased products).
 Limited problem solving - some information sought, usually a preference for brand or store

Extended problem solving - a lot of information is sought - high cost, high risk, high involvement product
BRAND ANALYSIS
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APPENDIX 1 GROUP ASSIGNMENT
1. Describe the current marketing strategy for the brand using the Marketing Mix framework, i.e., what activities is the organisation currently undertaking to meet the needs of the target market(s)?
2. What Up-selling and Cross-selling opportunities do you have o Up-selling: i.e. convince the consumer to buy the more expensive product, higher quality product o Cross-selling (i.e. convince the consumer to buy additional, complimentary services/products)
3. Customer loyalty o What creates customer loyalty o Suggest methods to increase customer loyalty o Suggest how to measure customer loyalty
SWOT ANALYSIS
This is a summary of the external and internal factors that affect the industry and/or your selected brand, i.e., essentially a summary of your situation analysis. Your
SWOT SHOULD NOT contain any new information, i.e., not provided in your situation analysis. It highlights the critical issues that must be addressed by the marketing plan.
With respect to the company chosen, identify:
(a) Strengths (internal)
What do you do better than your competitors?
THE WHOLE TEAM
SHOULD CONTRIBUTE
(b) Weaknesses (internal)
In what areas do you need to improve the marketing mix in order to be more competitive?
(c) Opportunities (external)
What new opportunities exist in the external environment for a new brand in that need category?
(d) Threats (external)
Can you anticipate any threats to your business from the external environment that may challenge or weaken your position?
When all four areas of the SWOT have been identified, there must be a decision about what each item means, and what actions are needed to enhance or deal with each item. When deciding on your appropriate actions, consider:
 Capitalising on strengths

Overcoming weaknesses
 Maximising opportunities, and
 Eliminating any threats or turning them into opportunities.
THE WHOLE TEAM SHOULD CONTRIBUTE
TO THE CONCLUSIONS
CONCLUSIONS
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APPENDIX 1 GROUP ASSIGNMENT
This section should highlight your key findings and outline your suggestions for the future direction for your company/brand/generic product type. This may include recommendations for further consumer research and developing new marketing mix strategies. You must justify your conclusions and recommendations.
PLEASE REMEMBER TO ATTACH MINUTES OF YOUR MEETINGS TO YOUR
ASSIGNMENT (AS STATED IN SECTION 3.4.3)
Dates/submission assignment handed out on Week 2; hand in deadline Teaching week 10,
Type Individual assignment: Report writing: Describing a neighbourhood/suburb
Transferrable skills
Report writing
Individual research
Analytical skills
Type of research Secondary data only; so called desk research
Marks
Additional support materials
10% of the total marks for this subject
Available in LMS
Background (hypothetical scenario):
The ALPHA PROPERTY DEVELOPMENT GROUP is interested in investing significant amount of money into building property within Australia. The company already owns and manages a variety of properties across Australia, including both residential and commercial buildings. But what type of property should they invest in and in which approximate location?
Your task:
1. You will be randomly allocated a post code area from Australia (See LMS
Gradebook for your postcode area)
2. Use Australian Bureau of Statistics (ABS) to describe the population in this area. Please use Marketing Theory to identify the relevant criteria to use when describing the people living in this post code area. Please utilise tables, graphs and figures when possible followed by a short summary of the key points.
3. Compare the population in your post code area to the ‘average Australia’.
Please utilise tables, graphs and figures when possible followed by a short summary of the key points.
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APPENDIX 2 INDIVIDUAL ASSIGNMENT
4. Use Google Maps to learn more about this postcode area; e.g. Photos, Real
Estate, Webcams, Google Street View
5. Draw a map of this area and identify key roads/tram/train etc lines, places of interest (e.g. shopping complex, museum etc).
6. Recommend to the ALPHA PROPERTY DEVELOPMENT GROUP what type of property (if any) could be a profitable investment for them and is worthy of further investigation.
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APPENDIX 3 GROUP PRESENTATION
Dates/submission Presentations taking place during Teaching Weeks 10-12; during your normal tutorial . I.e. Topics 1 & 2 present during Week 10; topics 3 & 4 present during Week 11; topics 5 & 6 present during week 12
Type Group assignment; Oral presentation.
Transferrable skills
Verbal communication; oral presentations
Individual research
Analytical skills
Group work
Type of research Secondary data only; so called desk research
Marks 10% of the total marks for this subject
Additional support materials
Background:
Available in LMS
A 20-minute presentation must be given by each group on their question/topic. Not all members within the group have to verbally present, but all members must have contributed to the presentation and be equally involved in its creative delivery. The topics selected are designed to complement your lecture/tutorial programme, will require further secondary research by ALL group members.
It is essential that all students participate in these presentations as it contributes to your total course mark. Furthermore, all students should attend a presentation from each of these topics as your exam answers would benefit from listening to ALL of these topics
Topics
1. CRM (Customer relationship management)
2. Web page design – what makes attractive marketing www sites?
3. Online consumer panels (paid online consumer surveys)
4. How does/should colour influence branding?
5. Buying online, what are the current trends? E.g. what type of products, who is buying what?
6. Well-being products, what are the current trends? E.g. organic food, spa treatments; who is buying what, what are the most popular purchases?
Presenting week 10
Presenting week 11
Presenting week 12
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