General Information
This course focuses on providing students with an understanding of the principles of marketing and marketing management. It is designed to develop analytical and decision making skills in marketing. Students will learn the marketing concept and 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 (product, price, promotion and distribution channels). Once you develop “marketing mind,” your way of viewing the world, thinking, and interacting with people will change, and that is what I intend to achieve through this course. At the end of this course, you will find yourself at the start line for entering the chaotic business world.
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Details
Academic unit: Bond Business School Subject code: GMBA71-206 Subject title: Marketing Management Subject level: Postgraduate Semester/Year: September 2021 Credit points: 10.000 -
Delivery & attendance
Timetable: https://bond.edu.au/timetable Delivery mode: Online Workload items: - Seminar: x12 (Total hours: 48) - Webinar 1
- Personal Study Hours: x12 (Total hours: 72) - Recommended study time & reviewing materials
Attendance and learning activities: Students need to attend the discussion on AirCampus at least once a week. Students who do not meet the attendance requirements will not be permitted to sit the final examination. -
Resources
Prescribed resources: Books
- Philip Kotler,Kevin Lane Keller (2016). Marketing Management. 15th edition, https://www.amazon.co.jp/dp/0133856461/ Japan edition Prentice Hall 692
Others
- BBT Japan (2018). ..
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: | GMBA71-206 |
| Subject title: | Marketing Management |
| Subject level: | Postgraduate |
| Semester/Year: | September 2021 |
| Credit points: | 10.000 |
| Timetable: | https://bond.edu.au/timetable |
|---|---|
| Delivery mode: | Online |
| Workload items: |
|
| Attendance and learning activities: | Students need to attend the discussion on AirCampus at least once a week. Students who do not meet the attendance requirements will not be permitted to sit the final examination. |
| Prescribed resources: | Books
Others
|
|---|---|
| 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.
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| 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:
- Evaluate and create a basic marketing plan
- Demonstrate an ability to apply the appropriate language and vocabulary of marketing to the successful and ethical running of an enterprise
- Utilize the Web and other resources to conduct basic marketing research for both domestic and international environments.
- Demonstrate, through written assignments and class discussion, an understanding of the relationship between marketing concepts and larger business and social contexts in global market.
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 Project§ Group project 20% Week 11 1,2,3,4 *Class Participation Weekly Discussion 30% Weekly 1,2,3,4 *Online Quiz Online quiz 1-3 10% Progressive 1,2,3,4 Computer-Aided Examination (Open) Comprehensive Examination 40% Non-Standard Examination Period 1,2,3,4 - § 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.
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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 |
|---|---|---|---|---|
| Project§ | Group project | 20% | Week 11 | 1,2,3,4 |
| *Class Participation | Weekly Discussion | 30% | Weekly | 1,2,3,4 |
| *Online Quiz | Online quiz 1-3 | 10% | Progressive | 1,2,3,4 |
| Computer-Aided Examination (Open) | Comprehensive Examination | 40% | Non-Standard Examination Period | 1,2,3,4 |
- § 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.
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
See AirCampus for a list of Prescribed Resources and Additional Resources. 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.
Subject curriculum
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Introduction to Marketing
To define the role of marketing, understand the elements of the marketing mix, how marketers create value. Understand why marketing is important for the firm and its stakeholders.
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Segmentation, Targeting and Positioning Strategy
To understand the significance of segmentation, targeting, and positioning processes for organizations. Outline the different methods of segmenting a market and how firms determine whether a segment is attractive and therefore worth pursuing.
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Consumer Behavior
To articulate the steps in the consumer buying process and the difference between functional (rational) and psychological (emotional) needs. Describe factors that affect purchase decision-making and discuss post-purchase outcomes.
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Planning of Product Strategies and Product Strategy
To describe the five levels of products, identify different types of consumer products and to explain the difference between product mix and a product line. What is the difference between brand extension and line/mix extension? To describe how the marketing of services differs from the marketing of goods. To discuss the characteristics of service. To examine the dimensions of service quality.
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Brand Strategy
To define a brand.Identify the advantages that brands provide firms and consumers. Explain the various components of brand equity. To discuss various types of branding strategies used by firms.
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Pricing Strategy
To list pricing orientations. Explain the price elasticity of demand. Describe how to calculate a product’s break-even point. Describe various pricing tactics. • To explain the difference between a market penetration pricing strategy and a price skimming pricing strategy.
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Distribution Strategy
To define supply chain management. Recognize the value added by the supply chain. The three levels of distribution intensity. Describe the various types of retailers. To describe the components of a retail strategy.
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Promotion Strategy
Identify the components of the communication process. Explain the four steps in the AIDA model. Discuss benefits of integrated marketing communications (IMC). Describe the steps in designing and executing an advertising campaign. Describe the different ways that advertisers appeal to consumers. To describe the elements of a public relations toolkit.