Marketing is the art and science of understanding and satisfying customer needs by creating value for both the customer and the marketer. Facilitating these exchanges requires several interrelated processes and activities including market research, market segmentation, product, pricing, promotional strategies and distribution. In this introductory subject, you will explore the various theories and frameworks of marketing and learn to apply them to marketing phenomena around you.
|Academic unit:||Bond Business School|
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 the fundamental principles, theories and frameworks of marketing.
- Demonstrate the ability to comprehensively analyse marketing phenomena and formulate an opinion, decision or conclusion.
- Identify a marketing opportunity or problem, and generate creative solutions.
- Work effectively in a diverse and cross-cultural team to complete a major project.
- Articulate ideas and decisions related to marketing, verbally or in writing, and conduct concise and well-organised presentations.
|In-Class Quiz - Individual||Quizzes to assess learning progress||10%||Progressive||1, 2, 3, 5.|
|Project §||Develop a marketing plan for a company. A peer evaluation system will be used to assess the performance of each group member during the project.||30%||Week 11||1, 2, 3, 4, 5.|
|Project §||Retail analysis group field project||5%||In Consultation||2, 5.|
|Paper-based Examination (Closed)||Comprehensive Final Examination.||30%||Final Examination Period||1, 5.|
|Paper-based Examination (Closed)||Week 6 (Saturday of Week 6 – Sports Hall) Mid-semester Examination consisting of short answer questions.||25%||Week 6 (Mid-Semester Examination Period)||1, 5.|
In order to pass this subject, you will need 50% or more in aggregate across all the assessment components.
- § 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
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.
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 rogram 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.
Overview of the subject and an introduction to marketing.
Tools and frameworks (e.g., competitive advantage, portfolio matrix, Ansoff, etc.) to assess the organisation’s external environment and to develop a marketing strategy.
The steps involved in conducting research to solve marketing problems. Different methods and tools engaged to conduct marketing research are further discussed.
An introduction to the consumer decision making process and different factors (e.g., psychological, individual) that might affect consumer decisions. A library skills workshop reviews strategies and tips for conducting research for the marketing plan project.
The importance of and steps involved in segmenting a market.
Marketing plan projects are discussed in these workshops, providing opportunities for formative feedback from the instructor.
Introduces the concepts such as product, product life cycle, packaging and branding and differentiating between services and goods as product offerings.
Students conduct a field study in a shopping mall and work in teams to complete a structured report about retail atmospherics. The structure and role of marketing channels is further discussed.
An introduction to integrated marketing communications, including the communication process, elements of promotional mix and the role of traditional and digital media as channels of promotion.
An overview of product pricing, including objectives, strategies and key considerations for setting the right price. A presentation skills workshop provides advice for making effective presentations