General Information
Marketing is an art and a science. Marketers must think about the big picture (their firm’s strategy), while endeavouring to optimize tactical decisions (the marketing mix) given a sound understanding of target customers and relevant stakeholders. This course is designed to develop analytical and decision making skills in marketing. Students will be introduced to frameworks with which to analyse product markets; marketing tools and strategies such as segmentation, differentiation and targeting; and positioning tactics using the marketing mix (7 Ps: product, price, promotion, distribution channels [place], people, processes and physical environment). The course will culminate with you writing and presenting a Marketing Plan.
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Details
Academic unit: Bond Business School Subject code: EXEC71-013 Subject title: Market Oriented Decision Making Subject level: Postgraduate Semester/Year: September 2017 Credit points: 10.000 -
Delivery & attendance
Timetable: https://bond.edu.au/timetable Delivery mode: Intensive Workload items: - Seminar: x1 (Total hours: 4) - Seminar 1 (Monday Afternoon)
- Seminar: x1 (Total hours: 5) - Seminar 2 (Tuesday Afternoon)
- Seminar: x1 (Total hours: 5) - Seminar 3 (Wednesday Afternoon)
- Seminar: x1 (Total hours: 4) - Seminar Presentation Sunday January 14th
- Seminar: x1 (Total hours: 5) - Seminar 4 (Thursday Afternoon0
- Seminar: x1 (Total hours: 5) - Seminar 5 (Friday Afternoon)
- Seminar: x1 (Total hours: 5) - Seminar 6 (Saturday Afternoon)
- Seminar: x1 (Total hours: 5) - Seminar 7 (Sunday Afternoon)
- Personal Study Hours: x12 (Total hours: 72) - Study time and reviewing materials
Attendance and learning activities: Subject delivered in intensive mode. Students need to attend all seminars to be able to complete assessment activities. -
Resources
Prescribed resources: Books
- Levens, M Marketing: Defined, Explained, Applied. n/a, Pearson
- Chernev, A The Marketing Plan Handbook. n/a, USA Cerebellum Press
iLearn@Bond & Email: iLearn@Bond 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
| Academic unit: | Bond Business School |
|---|---|
| Subject code: | EXEC71-013 |
| Subject title: | Market Oriented Decision Making |
| Subject level: | Postgraduate |
| Semester/Year: | September 2017 |
| Credit points: | 10.000 |
| Timetable: | https://bond.edu.au/timetable |
|---|---|
| Delivery mode: | Intensive |
| Workload items: |
|
| Attendance and learning activities: | Subject delivered in intensive mode. Students need to attend all seminars to be able to complete assessment activities. |
| Prescribed resources: | Books
|
|---|---|
| iLearn@Bond & Email: | iLearn@Bond 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 |
Enrolment requirements
| Requisites: |
Nil |
|---|---|
| Assumed knowledge: |
Assumed knowledge is the minimum level of knowledge of a subject area that students are assumed to have acquired through previous study. It is the responsibility of students to ensure they meet the assumed knowledge expectations of the subject. Students who do not possess this prior knowledge are strongly recommended against enrolling and do so at their own risk. No concessions will be made for students’ lack of prior knowledge. No Prior Knowledge RequiredOnly available to EMBA students |
| Restrictions: |
Nil |
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:
- Students will be required to apply marketing concepts, tools and terminology in a variety of contexts: in-class case studies and exercises, three mandatory written assessments, as well as when called upon randomly during class discussions.
- The major assessment requires students to produce single-handedly a Marketing Plan relevant to their organization. While the instructor will provide guidance, this assignment requires substantial initiative to collect relevant material and to formulate an actionable marketing program. During class sessions there are exercises/case studies which are done in groups, thereby affording the opportunity to develop teamwork skills.
- Three solo written assignments are required. The 'long assessment' also requires the student to make a formal oral presentation. In-class case studies which are done in groups require oral presentations -- each team member is required to present. There is also a Reflective Learning exercise that students do on your own.
Generative Artificial Intelligence in Assessment
The University acknowledges that Generative Artificial Intelligence (Gen-AI) tools are an important facet of contemporary life. Their use in assessment is considered in line with students’ development of the skills and knowledge which demonstrate learning outcomes and underpin study and career success. Instructions on the use of Gen-AI are given for each assessment task; it is your responsibility to adhere to these instructions.
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Assessment details
Type Task % Timing* Outcomes assessed Essay Reflective Learning exercise 15.00% Week 11 3 Presentation Solo presentation - Jan 2018 (last day of class) 10.00% Week 14* 3 Capstone Project Take home long paper - Jan 2018 (last day of class) 60.00% Week 14* 1,2,3 *Class Participation In-class exercises/cases & class participation - throughout the course 15.00% Ongoing 1 - * 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.
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Assessment criteria
Assessment criteria
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. Quality assurance
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.
| Type | Task | % | Timing* | Outcomes assessed |
|---|---|---|---|---|
| Essay | Reflective Learning exercise | 15.00% | Week 11 | 3 |
| Presentation | Solo presentation - Jan 2018 (last day of class) | 10.00% | Week 14* | 3 |
| Capstone Project | Take home long paper - Jan 2018 (last day of class) | 60.00% | Week 14* | 1,2,3 |
| *Class Participation | In-class exercises/cases & class participation - throughout the course | 15.00% | Ongoing | 1 |
- * 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.
Assessment criteria
| 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. |
Quality assurance
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.
Study Information
Submission procedures
Students must check the iLearn@Bond 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.
Academic Integrity
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.
Bond University utilises Originality Reporting software to inform academic integrity.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.
Accessibility and Inclusion Support
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
Textbooks are provided.
Subject curriculum
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Introduction to marketing
Lecture, discussion, video, exercise.
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Why do customers matter?
Lecture, discussion, video, exercise.
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Consumer behaviour
Lecture, discussion, exercise.
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Linking CB to Strategy
Lecture, discussion, exercise.
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Applying marketing concepts
Case study, discussion, mock marketing plan.
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Student presentations
Oral presentation of individual marketing plans.