An introduction to the essentials of marketing critical to managing profitable customer relationships in today’s dynamic and connected environment. You will learn how to acquire and retain the right customers through the application of consumer behaviour, market research, market segmentation, targeting, positioning and customer relationship management. The primary aim of this subject is to foster a customer-centric orientation and a marketing mindset when addressing business issues.
|Academic unit:||Bond Business School|
|Subject title:||Marketing Fundamentals|
Delivery & attendance
|Attendance and learning activities:||Attendance at all class sessions is expected. Students are expected to notify the instructor of any absences with as much advance notice as possible.|
|Prescribed resources:|| |
|[email protected] & Email:||[email protected] is the online learning environment at Bond University and is used to provide access to subject materials, lecture recordings and detailed subject information regarding the subject curriculum, assessment and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student.|
To access these services, log on to the Student Portal from the Bond University website as www.bond.edu.au
Assurance of learning
Assurance of Learning means that universities take responsibility for creating, monitoring and updating curriculum, teaching and assessment so that students graduate with the knowledge, skills and attributes they need for employability and/or further study.
At Bond University, we carefully develop subject and program outcomes to ensure that student learning in each subject contributes to the whole student experience. Students are encouraged to carefully read and consider subject and program outcomes as combined elements.
Program Learning Outcomes (PLOs)
Program Learning Outcomes provide a broad and measurable set of standards that incorporate a range of knowledge and skills that will be achieved on completion of the program. If you are undertaking this subject as part of a degree program, you should refer to the relevant degree program outcomes and graduate attributes as they relate to this subject.
Subject Learning Outcomes (SLOs)
On successful completion of this subject the learner will be able to:
- Demonstrate knowledge of fundamental marketing concepts.
- Apply fundamental marketing concepts to critically evaluate a marketing problem.
- Demonstrate leadership, initiative and teamwork through participation in a group assignment that applies the fundamental concepts of marketing to critically evaluate a marketing problem.
- Demonstrate effective oral communication skills required of marketing professionals.
- Demonstrate effective written communication skills required of marketing professionals.
|*Class Participation||Preparation for and contribution to class discussions.||10%||Ongoing||1.|
|Project Report §||In a group, create a marketing plan for a chosen brand. A peer evaluation system will be used to assess the performance of each group member during the project.||20%||Week 12||2, 3, 5.|
|Presentation §||Marketing plan presentation||10%||Week 12||4.|
|Paper-based Examination (Closed)||Comprehensive final examination||35%||Final Examination Period||1.|
|Paper-based Examination (Closed)||Mid-semester examination||25%||Week 7 (Mid-Semester Examination Period)||1.|
- § Indicates group/teamwork-based assessment
- * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
- C = Students must reach a level of competency to successfully complete this assessment.
|High Distinction||85-100||Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking.|
|Distinction||75-84||Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas.|
|Credit||65-74||Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above.|
|Pass||50-64||Usually awarded to students whose performance meets the requirements set for work provided for assessment.|
|Fail||0-49||Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines.|
For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
Students must check the [email protected] subject site for detailed assessment information and submission procedures.
Policy on late submission and extensions
A late penalty will be applied to all overdue assessment tasks unless an extension is granted by the subject coordinator. The standard penalty will be 10% of marks awarded to that assessment per day late with no assessment to be accepted seven days after the due date. Where a student is granted an extension, the penalty of 10% per day late starts from the new due date.
Policy on plagiarism
University’s Academic Integrity Policy defines plagiarism as the act of misrepresenting as one’s own original work: another’s ideas, interpretations, words, or creative works; and/or one’s own previous ideas, interpretations, words, or creative work without acknowledging that it was used previously (i.e., self-plagiarism). The University considers the act of plagiarising to be a breach of the Student Conduct Code and, therefore, subject to the Discipline Regulations which provide for a range of penalties including the reduction of marks or grades, fines and suspension from the University.
Feedback on assessment
Feedback on assessment will be provided to students within two weeks of the assessment submission due date, as per the Assessment Policy.
If you have a disability, illness, injury or health condition that impacts your capacity to complete studies, exams or assessment tasks, it is important you let us know your special requirements, early in the semester. Students will need to make an application for support and submit it with recent, comprehensive documentation at an appointment with a Disability Officer. Students with a disability are encouraged to contact the Disability Office at the earliest possible time, to meet staff and learn about the services available to meet your specific needs. Please note that late notification or failure to disclose your disability can be to your disadvantage as the University cannot guarantee support under such circumstances.
Additional subject information
A peer-evaluation system will be used in this subject to help determine the individual marks for all group assessments. As part of the requirements for Business School quality accreditation, the Bond Business School employs an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
Why study marketing? An overview of marketing and comparison of various marketing management philosophies. Value and Marketing Strategy.
What is value? Different types of value. Customer relationship management. Different levels of strategy. Competitive advantage and marketing strategy.
The consumer decision making process. Types of consumer buying decisions. Cultural, social, individual and psychological influences on consumer buying decisions.
The steps in segmenting a market: bases of segmentation. Targeting strategies. Positioning strategies and perceptual mapping.
The role of market research. The steps in conducting market research.
Types of products. Product items, lines and mixes. Branding and the benefits of branding. The product lifecycle. The new product development process. How do new products spread?
How services differ from goods. What is service quality? The marketing mix for services.
The functions of marketing channels. The different types of marketing channels. The factors that affect channel choice. The levels of distribution intensity. Channel conflict.
The importance of price in marketing. Different pricing objectives. Determinants of price. Various pricing tactics. The ethics of pricing strategy.
The communication process. The goals of marketing communication. The various elements of the promotional mix. The roles of advertising, sales promotion, public relations, personal selling and digital marketing/social media.
The benefits and importance of global marketing. The external environment facing global marketers. Different strategies for entering foreign markets. The global marketing mix.
Ethical issues in marketing. The importance of corporate social responsibility. The external marketing environment: the sociocultural environment, demographic environment, economic environment, technological environment, competitive environment and political/legal environment.