Marketing Management 344
Module Outline
2023
Department of Business Management
CONTENTS
1. INTRODUCTION
2.
3
1.1 The purpose of the module framework
3
1.2 Module outcomes
3
1.3 Language of instruction
3
ADMINSTRATION
3
2.1 Module convenor and lecturer
3
2.2 Queries and consultations
3
2.3 Lecture times
4
3. RESOURCES
4
3.1 Prescribed textbooks
4
3.2 SUNLearn
4
3.3 Copyright
4
4. TEACHING AND LEARNING FORMAT
4
5. ASSESSMENT FOR SEMESTER MODULES
5
5.1 Assessment opportunities
5
5.2 Pass requirements
5
5.3 Access to Assessment 3 (A3)
6
5.4 Work covered per assessment opportunity
6
5.4.1 Main assessments
5.4.2 AF information – practical group project
7
7
5.4.3 FAF information – individual homework assignments
7
6. ACADEMIC INTEGRITY
8
6.1 Plagiarism
8
6.2 The use of generative AI tools in this module
8
7. WORK PROGRAM
10
2. ADMINSTRATION
2.1 Module convenor and lecturer
Ms L Toerien • CGW Schumann 419 • (021) 808 2220 • luceavh@sun.ac.za
1. INTRODUCTION
1.1 The purpose of the module
framework
This module framework contains important
information regarding the content, assessments
and administration of the module. The module
framework is a document that is regarded as an
agreement between the lecturer and student.
1.2 Module outcomes
This module assists a student to understand and
execute the marketing research process. After
successfully completing this module, the student
will be able to compile a marketing research
proposal and a marketing research report.
1.3 Language of instruction
Marketing Management 344 is structured
according to the language option as indicated
in the faculty language plan and is categorised
as parallel medium. This classification means
that separate Afrikaans and English sessions
will be held. Learning opportunities, such as
group work, assignments, tutorials and practicals
involving students from various language
groups are utilised to promote integration
within programmes. Students are supported in
Afrikaans and English during a combination of
appropriate, facilitated learning opportunities (e.g.
consultations during office hours or scheduled
tutorials and practicals).
2.2 Queries and consultations
For general queries about the module (for example, test timetable, extra writing time,
special arrangements and so forth) or general documentation that must be submitted
(for example, appeals), students can contact the departmental officer: Mr M Daniels
mmd@sun.ac.za.
For any other queries or questions about the module, students are encouraged to first make
use of the dedicated forums on SUNLearn, before contacting the lecturer via email. The discussion
forum enables peer-to-peer learning and students are encouraged to answer each other’s
questions. For this reason, posts should not be addressed to the lecturer. For both general and
theory specific queries, various forums have been created on the SUNLearn platform. The forum
for general queries can be found at the top of the SUNLearn page. Theory specific queries can be
posted in the specific forum found in the section dedicated to the content of that week.
Should the query be of such a nature that the public forum is not a suitable method of
communication, students are welcome to contact the lecturer via email. Please take note that
consultations will have to be scheduled well before the actual consultation and will have to take
place during the consultation times for that specific week.
Also, please note that forum posts and emails will not necessarily be answered immediately.
Please follow up with the lecturer if you have not received feedback within
48 hours (two working days). As a result, it is recommended you use these
communication tools proactively to not post a comment or query
for which an urgent and immediate answer is required.
2.3 Lecture times
Lectures will be presented on the following days and times during 2023:
Language
Day
Time
Venue
Afrikaans
Monday
09:00
Vd Sterr 1003
Thursday
13:00
Vd Sterr 1003
Wednesday
12:00
Industrial Psychology 2002
Thursday
08:00
Industrial Psychology 2002
English
The attendance of all activities are compulsory.
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3. RESOURCES
3.1 Prescribed textbooks
Zikmund, W.G. & Babin, B.J. 2016. Exploring
Marketing Research. 11th Edition. New York:
Cengage.
Publisher slides will be made available on
SUNLearn. The publisher slides are not deemed
to be a replacement for the textbook and merely serve as a
guide for organising the learning process.
Any additional information shared on SUNLearn, for example via
podcasts, voice recordings, and live sessions, form part of the
prescribed work for the module. Additional articles, case studies
and notes may be prescribed during the course of the module.
Such material may also be assessed during the scheduled
assessment opportunities.
3.2 SUNLearn
SUNLearn is an essential platform for module engagement and
should be consulted regularly for resources, communication
(including marks) and learning activities. In addition to the
general section found on SUNLearn, the platform is divided
into weekly sessions. The relevant material that students
should cover for each week will be curated into the dedicated
weekly section. Please ensure that you consult SUNLearn
regularly. The relevant material that should be covered each
week, important announcements and answers to general and
theory specific queries, and questions posted by you and other
students will be displayed.
3.3 Copyright
Stellenbosch University holds the copyright to all material in
this module. Material made available through SUNLearn may
be subject to certain licencing conditions. You may only use
the material for your own private study and research at the
University and not for any other purpose. Printed material is also
only available for class discussion, private study and research
purposes. Further reproduction or distribution of such material is
prohibited. Contravention of these rules will result in disciplinary
action and may result in legal action.
4. TEACHING AND
LEARNING FORMAT
PLEASE NOTE:
Principles of adult learning, with an emphasis on blended
learning, will be applied. Methods of instruction include
theoretical inputs, class discussions, practical exercises,
practical projects and case studies. You are invited to
participate interactively in this module and ask questions in
class whenever anything is unclear.
For you to succeed in
this module, you need to
actively adopt the flipped
classroom approach. This
means that you must:
Stellenbosch University is a residential university that
provides teaching through face-to-face contact time
complemented by an online learning management
system (SUNLearn). To ensure that you master the learning
outcomes of this module, there is an expectation that you
keep up with the learning activities and actively participate
in both the online and face-to-face components of the
module.
• Keep up to date with
the schedule. Once
you fall behind, the
interactive contact
sessions will be of little
value to you,
Marketing Management 344 will make use of a flipped
classroom approach. A flipped classroom is an instructional
strategy and a type of blended learning which aims to:
• Increase student engagement and learning by having
students complete readings and engage with resources
(textbook; podcasts; examples etc), at home in your own
time (asynchronous learning), and
• Actively prepare for
each session by:
1) studying all the
theory required, and
2) preparing to engage
in the contact
session by planning
• Work on live problem-solving during contact time
(synchronous learning).
your questions or
In the traditional lecturer-centred approach, the lecturer is
the primary source of information. By contrast, the flipped
classroom approach deliberately shifts instruction to a
learner-centred approach, where contact time is dedicated
to exploring other learning opportunities. As a result,
students are actively involved in knowledge construction
as they participate and evaluate their learning in a manner
that is personally meaningful. The lecturer will therefore
make use of intentional content during synchronous
sessions to maximize contact time in order to adopt
methods of student-centred, active learning strategies.
discussion points
once you have
studied the textbook
and other sources
of theory prescribed
and/or provided,
• Actively participate in
the contact session,
• And own and enjoy the
learning.
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5. ASSESSMENT FOR SEMESTER MODULES
The Faculty’s Assessment Rules are available online at www.sun.ac.za/
ems, under the ‘current students’ tab. Please watch the information
video on your module’s SUNLearn page and make sure you read the
section on Assessment in the module framework carefully.
The faculty’s approach to assessment places the responsibility
of learning with the student. Therefore, you must make use of all
available assessment opportunities as far as possible and ensure that
you understand how assessment in the module works.
5.1 Assessment opportunities
Assessment 1 (A1)
Written test
11 October
20%
Assessment Further (AF)
Practical group project
2 October
30%
Formative Assessment Further 1 (FAF1)
Individual homework assignment
Problem statement
11 August
Formative Assessment Further 2 (FAF2)
Individual homework assignment
Measurement instrument
4 September
Assessment 2 (A2)
Written exam
10 November
50%
Assessment 3 (A3)
Written exam
2 December
50%
Religious and cultural days: In addition
to public holidays, during which the
University will be closed for business, no
assessments will be scheduled on specific
religious and cultural days that are noted
in the SU Almanac. If any main assessment
is scheduled on a religious or cultural
day not included in the almanac, it is the
student’s responsibility to request special
arrangements. The following apply:
• For A2 and A3 the Assessment Office will
make the necessary arrangements where
possible. Visit the Assessment Office in
Admin A throughout the course of the last
two class weeks of the semester.
• For A1 the department/school will
make the necessary arrangements if
it can be feasibly done in accordance
with the arrangements usually made by
the Assessment Office for A2 and A3.
If a student wants to request special
arrangements, they must contact the
lecturer at least two weeks before each
assessment opportunity.
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The calculation of your final mark (FM) is based on a weighted formula.
The formulas are used to calculate your progress throughout the
semester and the marks will be made available on SUNStudent.
The formulas are as follows:
5.2 Pass requirements
Firstly, a valid final mark of at least 50 is required to pass the module.
To obtain a valid final mark you must:
• Complete at least one of A2 or A3
MTD (mark to date) before A2:
• Complete at least two main assessment opportunities
MTD = (WAF/Wsum) AF + (WA1/Wsum) A1
If you do not obtain a valid final mark, you will fail the module.
If you did not write A1, you will not receive an MTD.
FM1 after A2:
FM1 = (WAF/Wsum) AF + (WA1/Wsum) A1 + (WA2/Wsum) A2
FM1 is assigned only if you wrote A2 and A1.
FM2 after A3:
FM2 = (WAF/Wsum) AF + (WA1/Wsum) A1 + (WA2/Wsum) A2 + (WA3/Wsum) A3
FM2 is assigned only if you wrote at least two main assessments.
When calculating the MTD or a FM using the formulas please note
the following:
• Wsum is the total weight of all the assessments you completed..
Even if you missed main assessment opportunities the total weight
will at least be 1.
• For all missed main assessment opportunities (A1, A2 and A3), the
weight of the relevant assessment will be reduced to zero in the
mark calculation formula (however wsum will never be less than 1).
• Your FM for the module is the highest of FM1 or FM2.
5.3 Access to Assessment 3 (A3)
Note that it is not necessary to submit medical certificates or any
other documents for missed assessment opportunities.
You have access to A3 if either of the following applies:
• If you completed all of the main assessment opportunities other
than A3 (A1, A2) but have not obtained an FM of 50 or more, you
have access to A3 in order to improve your FM to 50.
• You missed a main assessment opportunity (A1 or A2) for whatever
reason. In this case, a FM of 50 or more can still be obtained if you
make use of A3.
No further assessment opportunities will take place after A3.
Take note: If you are a final-year student and make use of A3 in the
second semester, graduation will only be possible in March/April of
the next academic year.
5.4 Work covered per assessment opportunity
Each assessment opportunity for this module has been designed
with the purpose of aiding the student in mastering the marketing
research process. The details for each assessment opportunity are
detailed in sections 5.4.1 to 5.4.3.
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5.4.1 Main assessments
The prescribed work covered per main assessment opportunity is as follows:
• Assessment 1: all content covered in class as per the course outline until (and including) 6 October.
• Assessment 2: all content covered in class as per the course outline until (and including) 27 October.
• Assessment 3: all content covered in class as per the course outline until (and including) 27 October.
5.4.2 AF information – practical group project
This compulsory practical group project forms an important component of this
module and contributes significantly to the final mark. In this module, students
will have to compile a marketing research report. The practical group project will
be discussed separately in either a podcast or a live class session dedicated to
explaining it. Because of the amount of work that goes into a marketing research
report, students are encouraged to form a group that comprises 2–5 students.
Although a group may not exceed 5 members, students who wish to complete the
project on their own may request to do so. Such students will, however, do so at
their own risk and must take note of the hours that will have to go into completing a
group project individually. No special arrangements for the length and extent of the
project will be made to accommodate students who choose to complete the project
on their own. A forum will be created to facilitate forming groups. Students can post
information on this forum should they seek more group members or wish to form
part of a group. The lecturer will not be involved in forming groups.
Practical group projects must be submitted on SUNLearn via the Turnitin link before
the relevant submission date and time. Projects that are not submitted on time will
be subject to the following penalties:
•
•
•
•
Up to 1 hour late after submission time: minus 25% of the awarded mark
Between 1 – 6 hours late after submission time: minus 50% of the awarded mark
Between 6 – 24 hours late after submission time: minus 75% of the awarded mark
More than 24 hours late after submission time: zero marks will be awarded
It will be expected of each group to do a five-minute presentation on their research
report that will be graded and contribute to the FAS mark. The mark allocated to the
presentation will contribute 5% to the mark for the practical project. Should a group
fail to present their project, the group will receive zero marks for the presentation.
More information on how the electronic presentations may take place will be
shared closer to time.
5.4.3 FAF information – individual
homework assignments
The individual homework assignments apply to
the practical group project and can be used as
part of the practical group project. These individual
homework assignments allow the student to develop
an understanding of different parts of the research
process by receiving intermittent feedback that does
not affect the student’s grade. Once students have
attempted a specific part of the research process
and received feedback, they are better equipped to
apply their learning and knowledge to the practical
group project. Although the individual homework
assignments are formative and therefore do not count
towards students’ final mark, these assessments are
an integral part of students’ learning. Students are
encouraged to make use of this learning opportunity.
Individual homework assignments that are submitted
late or incomplete will not receive feedback.
Homework assignments must be uploaded on to
Turnitin on SUNLearn before the relevant submission
dates and times. The homework assignments will
cover the following topics:
• FAF1 – Problem statement
• FAF2 – Measurement instrument
More details on each of the two individual homework
assignments will be shared on SUNLearn.
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6. ACADEMIC INTEGRITY
6.1 PLAGIARISM
The university regards plagiarism as a serious
offence. Plagiarism is defined as the use of ideas
or materials of others without acknowledgement.
Stated differently, plagiarism entails presenting
someone else’s work as your own. Please take
note that work that has been presented previously
elsewhere (e.g. another department or another
module or the same module in a previous academic
year) constitutes self-plagiarism and is just as serious
a transgression as plagiarism. Students should
note that all assessments relating to this module
will undergo a plagiarism test. In the case where
students work in a group to complete a project each
member is individually responsible for each of the
other group members’ contribution to the project
and thus takes responsibility for the plagiarism of the
entire document. Students can refer to the University
yearbook for more information about plagiarism and
the consequences of that.
Projects and assessments that include plagiarised
work and therefore do not
adhere to the plagiarism
requirements will not be
assessed. According to
University guidelines,
plagiarised work must be
referred to the head of the
department and potentially
the Disciplinary Committee.
6.2 ACADEMIC INTEGRITY AND THE USE OF
GENERATIVE AI TOOLS IN THIS MODULE
The existence of artificial intelligence (AI)
large language models (LLMs) such as
ChatGPT and their application in higher
education have disrupted how students
engage with and create content. Although
using LLMs to assist in completing written
assignments may be tempting, the use
thereof in this module is strongly cautioned
against, albeit still allowed.
This module requires students to think
critically about real-world problems,
synthesise literature, and design
solutions to collect appropriate data to be
interpreted. Therefore, critical thinking is
a vital skill that students need to develop
and to prepare them for their future
careers. Critical thinking involves analysing,
evaluating and synthesising information
to form reasoned judgements, and make
informed decisions. It requires human
judgement and interpretation, the ability
to weigh evidence and to draw reasoned
conclusions. By outsourcing the thinking
process to an AI, students miss out on
the opportunity to develop their own
cognitive abilities and shape their critical
thinking skills. More importantly, however,
LLMs such as ChatGPT function based
on statistical patterns and do not possess
genuine comprehension or the capacity
to engage in independent thought. Text
generated by LLMs such as ChatGPT
lacks the depth, insight and originality that
come from human critical thinking. The
AI-generated text may seem coherent and
well-structured but lacks the authentic
analysis and intellectual rigour required
to complete this module successfully.
Moreover, using ChatGPT to generate
content on your behalf can lead to
plagiarism concerns. While AI-generated
text may seem like an original piece, it
still relies on pre-existing information and
language patterns that may have been
authored by someone else. In other words,
it is not your own work. Given the risk of
including plagiarised work generated
from an AI program in an assignment,
and Stellenbosch University’s strict policy
against plagiarism, students are strongly
cautioned against the use of LLMs such as
ChatGPT in this module.
Marketing Management 344 | 08
The use of such
software in this
module is, however,
not prohibited,
provided the use
thereof is properly
declared and/
or referenced. In
general, when using
LLMs students
may use them for
various functions, as
summarised in the
following table:
Table 6.1: The uses of AI
Use of AI
Ideation phase
of assignment
Drafting phase
Revising phase
Similar to…
Brainstorming ideas
Discussing the idea with a friend, tutor or teacher
Creating an outline or a plan
Google search
Learning about a particular topic
Google search
Searching for literature on a topic
SU library and database or a google scholar search
Language editing
Using spell checker
Soliciting feedback
Asking a friend or tutor to read your work and offer feedback
Revising a piece of work
Asking someone to improve your work
Should a student decide to use LLMs such as ChatGPT for this module, they are allowed to utilise it for the functions of ideation
and drafting only, as outlined in the previous table. Students are not allowed to engage with LLMs such as ChatGPT during the
compilation of sentences and paragraphs to be used in writing the assignment or during the revision phase. To explain the extent to
which LLMs may be used for this module, the following table provides examples of prompts that are allowed (or not allowed).
Table 6.2: Examples of prompts to AIs
Examples of prompts that are allowed
Ideation phase
of assignment
Drafting phase
“What are the important topics to write
about when writing a project on…?”
“I need to write about… Create a framework
that can be used to write about the topic.”
“List the 5 most influential
models in the field of…?”
“Who are the seminal authors
in the field of…?”
Examples of prompts that are not allowed
“Write a … word paragraph on…”
“Draft a … word essay on the topic of…”
For language editing and feedback, students may make use of tools such as Microsoft Word
spell-checker, Grammarly and the Stellenbosch University Writing Lab. Given that some
students may opt to use LLMs to assist with ideation and drafting, the following information
applies to all students when submitting written assignments:
• All written assignments (i.e. AF and FAF) will undergo an AI-detection test to determine
whether students used LLMs to generate content, and to what extent. This step will be
completed via technology including, but not limited to, Turnitin.
• Given that LLMs such as ChatGPT are only allowed during the ideation and drafting phases
of assignments, AI-generated content in any assignment should be minimal. Where the
use of LLMs is allowed, the content should be clearly referenced and declared in an AI
declaration document. The permissible level of AI-generated content for this module may
not exceed 10%.
• Should it become apparent that an assignment contains more than 10% AI-generated
content, the case will be handled as academic misconduct and will therefore follow
the official Stellenbosch University procedures relating to allegations of plagiarism and
academic misconduct. This procedure could include the student(s) receiving zero for
sections of or the entire project, depending on the level of misconduct.
To account for each student’s understanding of the use of LLMs in this module and the outcome of the misuse of LLMs, all assignments must
include a signed AI declaration upon submission. This document will be made available to students on SUNLearn.
Marketing Management 344 | 09
7. WORK PROGRAM
Week
Date
1
24 – 28 July
2
31 July – 4 Aug
3
7 – 11 Aug
4
14 – 18 Aug
5
21 – 25 Aug
6
28 – 31 Aug
7
4 – 8 Sept
The following table presents a tentative view of the topics and chapters
that will be covered each week. In a week where public holidays result
in a group missing a lecture, that topic may be presented to students
via an asynchronous podcast, for students to listen to at home.
Topic
Chapter(s)
Introduction to the module and research process
Chapter 1 + 3
The research process and problem statement
Chapter 1 + 3
Problem statement and objectives
Chapter 3 + 14 (pg 403)
Objectives and hypotheses
Chapter 14 (pg 403) + 19 (pg 510-512)
Secondary research*
Chapter 2 + 6
Research design
Chapter 3
Primary research
Chapter 3 + 5 and 7-9
Measurement
Chapter 10
Questionnaire design*
Chapter 11
Questionnaire design and sampling
Chapter 11 + 12
Sampling
Chapter 12
Sampling and fieldwork
Chapter 12
Coding, data analysis and report writing*
Chapter 16, 13 - 14
11 – 15 Sept
RECESS
8
18 – 22 Sept
Data analysis
Chapter 13 - 14
9
25 Sept – 29 Sept**
Data analysis
Chapter 13 - 14
10
2 – 6 Oct
Significant differences
Chapter 14 - 15
11
9 – 13 Oct
Significant relationships
Chapter 18 (pg 489 – 501)
12
16 – 20 Oct
Data analysis
Chapter 13 – 15 and 18
13
23 – 27 Oct
Revision
*Asynchronous podcast lectures
** Friday 29 September follows a Monday timetable
Marketing Management 344 | 10