UNIVERSITY OF LIMPOPO
TURFLOOP GRADUATE SCHOOL OF LEADERSHIP
MBA PROGRAMME: 2015
COURSE: MARKETING MANAGEMENT
SUBJECT CODE: CMBD 191
STUDY GUIDE AND COURSE OUTLINE
1.
Lecturing Dates.
2.
Module Designation.
3.
Entry Assumptions
4.
Notional Hours.
5.
Course Content
6.
Moderation.
7.
Facilitator and Contact Information.
8.
Consultation Hours.
9.
Specific Outcomes.
10. Instructional Style and Methodology.
11. Prescribed Books.
12. Recommended Reading.
13. Assessment.
14. Assignments.
15. Assignment Submission Dates and Test Dates.
16. Study Schedule.
1. LECTURING DATES :
Thursday
05 February 2015
Saturday
28 March 2015
Wednesday
15 April 2015
Wednesday
20 May 2015
1
2. MODULE DESIGNATION
Qualification standard (s)
: MBA
Faculty
: Management and Law
School
: Graduate School of Leadership
Department
: MBA Programme
Discipline
: Management
Name of Module
: Marketing and Customer Engagement
Module Code
: CMBD 191
NQF Field
: Management
NQF Sub – Field
: Business Management
NQF Level
: 09
Year Level
: 01
Credit Total
: 12
Issue Date
: 01 January 2011
Expiry Date
: 01 Dec 2015
Implementation date
: 30 July 2015
3. ENTRY ASSUMPTIONS
Honours degree or equivalent
4. NOTIONAL HOURS
Student Activity
Hours for whole module
Lectures
28
Reading/ Group Work/ consultation
50
Assessment
12
TOTAL
80
2
5. SYLLABUS
o Understanding of Marketing Management
o Analysis of Marketing Structure and Behaviour
o Researching and Selecting Market Opportunities
o Developing Marketing Strategies
o Planning Marketing Tactics
6. MODERATION
External
7. FACILITATOR AND CONTACT INFORMATION:
Name
: Dr. Mankolo Lethoko
Tel
: 015- 290 2857
Fax
: 015- 290 2852
E-mail
: mankolo.lethoko@ul.ac.za
Office
: No. 1003
8. CONSULTATION HOURS
TUES
10h00 – 12h00; 15h00 -16h00
THUR
10h00 – 12h00; 15h00 -16h00
Otherwise
Make an appointment with the Secretary 0152902832.
9. MODULE
OUTCOMES
After completion of this module, the student should:
o Explain the role of marketing in both commercial and social marketing
contexts and in different cultural market places.
o Evaluate the impact of marketing on consumption and behaviour change.
3
o Assess the drivers and processes involved in consumer and organisational
buyer behaviour in order to evaluate their utility and impact on marketing
strategy.
o Explain how organisations can develop successful segmentation,
positioning, branding and communication strategies.
o Demonstrate how the tools of marketing can be applied in social contexts.
o Develop a coherent marketing plan, based on a sound understanding of
consumer behaviour.
10.
INSTRUCTIONAL STYLE AND METHODOLOGY
The aim of this course is to apply practice-oriented lecturing to enable the
student to apply the knowledge in the work environment. The instructional
style consists of:

Lectures

Individual Assignments

Group Assignments

Case Studies

Class Presentations

Tests

Examination
Emphasis is placed on both theoretical understanding and the practical
application of theory. The aim of the course is student-orientated. Students
must consistently attempt to reach a high level of independent study. Study
units must be prepared in advance of lectures and in accordance with the
course content and course programme. Students must further enhance their
learning experience by doing extra reading from the list of recommended
reading. Dependence on one text reading is a recipe for disaster. Use of
the Library is highly recommended.
4
11. COURSE CONTENT
i)
ii)
An overview of marketing
-
The role of Marketing in commercial and social contexts
-
Marketing Orientation e.g. product, sales, customer, competitor,
-
Scope of marketing i.e. product, production, etc
-
What marketers do and what can be marketed.
Consumer behaviour
-
The Market Environment
-
Consumer Markets and Buying
-
Consumer decision-making
iii) Researching and Selecting Marketing Opportunities
-
Assessing the competitive situation
-
Market research
-
Marketing mix strategies
iv) Developing Market
-
Market segmentation
-
Market Strategies in Different Stages of the Product life cycle
-
Target market
-
Positioning/Pricing/Integrated marketing communication
-
Branding/pricing
v) Marketing Tactics
- Marketing Channels
- Marketing Communication and Promotional Mix
- Integrated marketing communication
vi) Marketing Plan
-
Marketing plan elements
-
Marketing in specialised environments e.g. products vs services
5
12.
-
Business – to- business marketing
-
Wholesaling and retailing
-
Global marketing
PRESCRIBED BOOKS
1. Du Plessis, P. J., J. W. Strydom & C. J. Jooste. 2012. Marketing
Management. 6th Ed. Juta, Cape Town.
2. Lamb, C.W., Hair, J.F, McDaniel, C., Boshoff, C., Terblanche,
N., Elliott, R. & Klopper, H. B. 2010. Marketing. Oxford
University Press, Cape Town.
13. RECOMMENDED READINGS
1. Jooste, C.J. & J.W. Strydom. 2012. Applied strategic marketing. Pearson,
Cape Town.
2. Kotler, P. 2007. Marketing Management. 14th ed. New Jersey: Prentice
Hall.
14. DATABASES USED BY UNIVERSITY OF LIMPOPO LIBRARY
1. www.sabinet.co.za
SA E – Publications
User ID: 350010j0
Password: 3500diw
For online reference services on Sabinet
User ID: 350010w9
Password: 3500
2. http://search.epnet.com
ebscohost
6
USER ID: S8403295
Password: Password
3. www.sciencedirect.com
Science Direct
No Password required
4.www.emeraldinsight.com
Emerald
User ID: zstud
Password: student
5. Wikipedia http://www.en.wikipedia.org/wiki/homepage
15. Hard Copy Journals in the Library of University of Limpopo
Management journals
1.
Academy of Management Journal
2.
Academy of Management Review
3.
Journal of Management
4.
Journal of management Development
5.
Journal of Management Education
6.
Journal of Management Studies
7.
Journal of Business Management
8.
Management Science
9.
Management Today
10.
Management Learning
Marketing Journals
1.
Marketing Mix
2.
Marketing Science
7
16. ASSESMENT OF STUDENTS
Forms of Assessment:
Individual assignments, group assignments, case studies, presentations, tests
and examination.
16.1
Formative Continuous Assessment:
Formative Assessment / Year Mark
Contributes to 50% of the Final Mark as follows:
Group Assignment
20
Individual Assignment
30%
Test (Theory and cases)
50%
Total
100%
1. Group assignments will be in a form of cases. Individuals read the case
and understand it; the case is discussed in a group and the group writes a
formal response to the question. The formal response is handed in to the
instructor at the beginning of the class for assessment. In the class, one
person in a group (on a rotational basis) presents the response to the class;
the class comments and asks questions. The instructor concludes the
discussion with his own comments. The written response that was handed in
will subsequently be graded by the instructor and a mark awarded. This mark
will constitute the group mark on that assignment.
2. Individual assignment is like the above except the responses is written
individually in a class.
3. Theory test will be a test on the theoretical aspects of the case it will be
done in class (2 hours) and will be open book.
16.2
Summative Assessment:
8
50% of FINAL MARK
Section A – Theory (40). Section B - A Case (60%); A Student is
required to answer Questions based on the Case. The case will be
distributed a week before the examination date.
Please Take Note: a 50% year mark is required for
examination entry in all MBA modules
17. ASSIGNMENTS
PLEASE TAKE NOTE OF THE FOLLOWING:
Assignments must be handed in on the scheduled due date.
Please note that:
i)
It is the responsibility of the student (and not TGSL or the
secretary) to hand the assignment to the lecturer in class.
ii)
No emailed assignments will be accepted.
iii)
Late submission of assignments will carry a penalty of 5% of the
mark /day for a maximum of 3 calendar days after which a zero
mark will be awarded without any chance of retake.
iv)
Make up assignments will not be entertained except where it is
prescribed by the rules of TGSL and/or University.
v)
Pay special attention to references and quotes used in your
assignments. THE HARVARD method of reference is used for
all management sciences subjects. Furthermore, make sure that
your references, quotes and bibliography are technically correct.
Contact the librarian of the Faculty of Management on (015) 268
2321 or 015 268 2959 if you need advise on how to do
references, quotes and how to meet the technical requirements
of your bibliography or for any assistance in the Library.
18. ASSIGNMENT SUBMISSION DATES AND TEST
9
Coincide with Lecture dates.
19.
STUDY SCHEDULE: CMBD 191
FIRST SEMESTER 2015
LECTURE
DATES
05
February
2015
TOPICS
READING
ASSIGNMEN
T
/TEST
DATES
Marketing – an overview
-
The role of Marketing in
commercial and social contexts
-
Marketing Orientation e.g.
Lamb et al – Chapter
1
Du Plessis et al –
Chapter 1
product, sales, customer,
competitor,
-
Scope of marketing i.e. product,
production, etc
-
What marketers do and what
can be marketed.
28 March Consumer behaviour
2015
- The Market Environment
-
Consumer Markets and Buying
-
Consumer decision-making
Study topics covered 28
in block-1 lectures of 2015
05 February 2015.
Individual Assignment
15
April Researching and Selecting
2015
Marketing Opportunities
-
Assessing the competitive
situation
-
Lamb et al – Chapter
3 and 4
Du Plessis et al –
Chapter 2
Market research
10
Lamb et al – Chapter
4, 5 & 8
Du Plessis et al –
Chapter 5, 6, 7, 8 & 9
March
-
Marketing mix strategies
Test
Study topics covered 15 April 2015
in block 1, 2 & 3
lectures
Developing Market
15
April
2015
-
Market segmentation
-
Market Strategies in Different
Lamb et al – Chapter
10, 13
Du Plessis et al –
Chapter 4, 8
Stages of the Product life cycle
-
Target market
-
Positioning/Pricing/Integrated
marketing communication
-
Branding/pricing
Lamb et al – Chapter
10
Marketing Tactics
-
Marketing Channels
-
Marketing Communication and
Promotional Mix
-
Integrated marketing
communication
20
May
2015
Marketing Plan
-
Marketing plan elements
-
Marketing in specialised
environments e.g. products vs
services
-
Business – to- business
marketing
-
Wholesaling and retailing
-
Global marketing
Group assignment
Du Plessis et al –
Chapter 13
Lamb et al – Chapter
14 & 15
Study topics covered 05 May 2015
11
in block
lectures
4
and
*A doctor’s certificate must be provided to the appropriate lecturer to qualify
for a test on medical grounds.
12