The challenge for marketers is really very simple : it is to create an exchange with customers that offers benefit to both the customer and the marketer. To facilitate the exchange, it is obvious that the marketer must offer something of value to the customer - and rather obviously, the exchange must be of value to the marketer as well. The real challenge is in implementing this fairly simple principle. Customers are not always sure what they want, and marketers are not always sure they can deliver what they think the customer wants. This subject is designed to help you understand the complexities of the relationship between marketers and customers, and to help you develop an understanding of how firms manage their relationship with customers. This subject tackles that task in three stages. In the first stage, we develop an understanding of the nature of customers. In the second stage, we explore the marketing tools that the marketer has at his/her disposal in order to manage the relationship with the consumers. In the third stage, we examine the broader environment within which the marketer operates.
|Academic unit:||Bond Business School|
Delivery & attendance
|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:
- Students will demonstrate critical thinking through and understanding of the fundamental principles of marketing. This involves an illustration of product positioning, analysis of the variables in the consumer and industrial market that determine the target market, construction of a target market profile, identification and explanation of the functions of the marketing mix.
- Students will demonstrate knowledge and global awareness through the appreciation of the relationship of marketing theories, concepts and practices to both domestic and global marketing organizations.
- Students will demonstrate responsibility and critical thinking by recognizing the application of marketing principles in phenomena they see around them. Therefore, students will illustrate a greater understanding of the marketing processes that they encounter everyday in their role as consumer as well as potential future roles in the marketing industry.
- Students will demonstrate leadership, initiation and teamwork by working within a group and identifying potential gaps in the market and devising a strategic marketing plan.
- Students will demonstrate effective verbal and written communication skills required of a marketing professional.
|*Guided Practical||Library Skills workshop, Presentation Skills workshop, Field study, attendance/participation of in class activities/discussions||15%||Ongoing||1, 2, 3, 4, 5.|
|Paper-based Examination (Closed)||Mid-semester Examination||25%||Mid-Semester Examination Period||1, 5.|
|Capstone Project||Marketing Plan Project - written report & presentation||30%||Week 11||1, 2, 3, 4, 5.|
|Paper-based Examination (Closed) ^||Final Examination||30%||Final Examination Period||1, 5.|
- ^ Students must pass this assessment to pass the subject
- * 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
Unexplained late assignment submissions will not be considered for marks. Penalties of 20% per day (including weekends) will apply for late submissions.
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.
Chapter 2 & 3 pp 36-45
Chapter 8, 9 & 10
This will be held on Saturday of Week 6. Time to be confirmed.
Chapters 12, 13 + chapter 16 pp 281-286