DBUS169

PRINCIPLES OF MARKETING

UNIT OUTLINE

TRIMESTER 3 2012








MIT Lecturer and Tutor: Bernadine ORiordan
Email: oriordanb@murdochinstitute.wa.edu.au



Murdoch Co-ordinator: Marcela Moraes
South Street Campus





















DBUS169 Unit Outline
2
INTRODUCTION
This unit is designed to introduce the student to modern marketing philosophies and practices.
The objective is to provide an overview of the various marketing theories, along with a more
detailed investigation of key components of the marketing process.

This will include coverage of the following important areas:

The marketing concept, and variations
Consumer buying characteristics
Business to Business marketing
Marketing research
Target-marketing strategies
Competitive positioning
Goods and Services
Pricing, Promotion and Distribution
Marketing strategy


UNIT OBJECTIVES

On successful completion of this unit, students should be able to:

Understand the key elements of the marketing process and how they relate to the
operation of a business organisation.
Gain a familiarity with some of the challenges facing a marketing department, and
develop an appreciation of the problem solving and decision making methods that are
available to tackle the everyday business issues
Understand the significance of the marketing mix and how it needs to be used to
manage the various marketing challenges
Develop cross-cultural, interpersonal and communication skills.




TEXT TO BE PURCHASED

Marketing 2 Real People, Real Choices (1st adaptation edition) Solomon; Hughes; Chitty;
Fripp; Marshall; & Stuart. Pearson Education Australia, 2011, Frenchs Forest, NSW


ADDITIONAL REFERENCE MATERIAL

Reading of current business publications will help students gain an appreciation of everyday
marketing practices. These publications should include such publications as: Business
Review Weekly; Business Week; Wall Street Journal; Journal of Business Research.






DBUS169 Unit Outline
3
METHOD OF ASSESSMENT

To successfully complete this unit it is recommended that students perform satisfactorily in
each area of assessment. By achieving the necessary results on a progressive basis, there is a
greater likelihood that the student will attain the desired outcome.


Tests

Test 1. (Chapters 1 - 4) Week 5
Test 2. (Chapters 5 - 8) Week 9




30% (2 x 15)

Group Work

Case Study Analysis and Application (2 per group)
Case Study Oral Presentation (2 per group)
Starts in Week 4





20% (2 x 10)

Final Examination - To be advised.
Will include Short Essay questions and MCQs.
* * * * * (CAN COVER ALL CHAPTERS AND TOPICS
STATED IN THE UNIT OUTLINE). *****



50%

Total

100%

PROGRESS TESTS

The objective of each test is to assess how well you understand the material that has been
covered during lectures and tutorials, and to give an indication of your progress to-date. You
will be tested on material from each of the chapters of the textbook, particularly on specific
topics that were covered in the lectures and tutorials. The tests, which will be in the form of
True / False and/or Multiple Choice questions, will be held during designated lectures.
The duration of each test may vary, depending on the number of questions set.
ALL students are required to sit these tests during the designated lecture sessions.

A student will NOT be permitted to sit a test if he/she has failed to attend the particular
lecture session. However, a student with special circumstances may request other
arrangements IN WRITING, BEFORE the date of the scheduled Test. This should be
discussed with the lecturer as early as possible. Illness on the day of a Test must made known
to the lecturer BEFORE the scheduled time of the Test. This should be done either by email
or by phone.


There will be no deferred/supplementary assessments for progress tests. In cases of
extenuating individual circumstances, such as personal illness or bereavement, the
marks allocated to test(s) will be carried forward to the final exam.


DBUS169 Unit Outline
4
GROUP WORK

Students will work in groups of three or four to answer specific case studies assigned to them.
Each group will undertake two case studies, which will be assigned during the tutorial in
Week 2.

Group # Case Study 1 Case Study 2
Group 1 Case study pages 32 and 33 Chap.1 Case study pages 217 Chap.6
Group 2 Case study pages 62 and 63 Chap.2 Case study pages 253 and 254 Chap.7
Group 3 Case study pages 99 and 100 Chap.3 Case study pages 290 and 291 Chap.8
Group 4 Case study pages 148 and 149 Chap.4 Case study pages 322 and 323 Chap.9
Group 5 Case study pages 178 and 179 Chap.5 Case study pages 357 and 358 Chap.10

The group assignments will require an analysis of the relevant marketing theories, and must
be properly investigated, with arguments and conclusions presented and reported in a logical
and consistent manner. For the 2 assigned topics, each group is required to verbally present,
and also submit a written answer highlighting their understanding of the subject matter.

Presentations (3%)
The time allocated to presentations will be 15 minutes per group topic. Each group will be
marked based on the following components:

Identified relevant concepts/frameworks and demonstrated understanding of these concepts
Demonstrated critical thinking - application of frameworks/concepts and recommendations
Demonstrated overall quality of presentation (relevant presentation slides, vocal clarity,
confidence, non-reliance on palm notes, consistency, etc)

Written Answers to Case Study (7%)
Each written answer will need to contain sufficient detailed information to clearly explain the
key aspects of the topic. It is expected that each report will be 4 - 5 PAGES in length (plus
refs). All research information must be correctly referenced using the Chicago Referencing
Style, and will form a key part of the overall assessment of the report.
Please note that each group needs to complete both topics, and EACH GROUP
MEMBER must present on each occasion.

The written answers are to be:
TYPED
using FONT SIZE 12
FONT STYLE - TIMES NEW ROMAN, ONEANDA-HALF SPACING
PAGE MARGIN OF 1 INCH from each side of the paper.

Each written answer will be marked on the following criteria:

Address all main elements of the case
Identify relevant concepts/frameworks
Demonstrate the ability to use marketing concepts/models to analyse the critical issue(s)
Identify relevant examples/issues related to the case study
Demonstrate critical thinking when analysing the main aspects and when making
recommendations
Demonstrate consistency in writing format
Accurately reference all sources of information obtained
DBUS169 Unit Outline
5

***************************************************************************
Unless there is clear evidence that a student has not contributed equally to the group
effort, all members will receive the same mark for presentations and written answer.
Where a student has not contributed adequately, he/she will either have a percentage of
the marks deducted, or be removed from the group to complete the project individually.
***************************************************************************
Students are to submit all written work with a cover sheet that includes a signed
declaration stating:
'Except where indicated, the work we are submitting in this assignment is our own work
and has not been submitted for assessment in another unit. We also certify that we have
retained a copy of this assignment' (or words to that effect).
Students are also responsible for ensuring delivery of the assessment work on the
designated day, and for maintaining an up-to-date copy of all submitted work.


FINAL EXAMINATION
The final examination will consist of SHORT-ESSAY (Part B) and MULTIPLE-CHOICE
questions (Part A) questions. The format of the exam will be discussed in more detail prior to
Week 13.
Part A 60 Multiple-choice questions
Part B 2 short essay questions (10 points each)

The final examination will be conducted during the designated exam period. The specific
date and time of the exam will be made available closer to the event.

It is your responsibility to know when each assessment is due, where and when the tests and
final examination are being conducted, and to be there on time. Students who miss an event
because they misread the timetable, forgot, slept in, etc., and do not arrive before the end of
the test/examination will not be permitted to sit the assessment.


TUTORIAL ATTENDANCE AND PARTICIPATION
Tutorial participation is an important part of this unit, and individual performance in terms of
preparation and participation may prove to be a deciding factor in the final assessment of
borderline grades.
The tutorials are designed to make you think about and demonstrate your understanding of
both the practical and theoretical aspects of the marketing topics that have been covered
during lecture sessions. You should come prepared, and be able to answer questions relating
to the designated topics under review in each tutorial. You are also encouraged to express
your own ideas and to form a view as to how the various marketing issues might be solved.


ON-GOING PERFORMANCE
The use of continuous assessment throughout the semester offers each student the opportunity
to review his/her performance to-date, and should be used by the student to undertake any
necessary improvement to individual effort to ensure a satisfactory outcome to the unit.

SUPPLEMENTARY ASSESSMENT
There will NOT be a Supplementary Paper for students who fail this unit.
DBUS169 Unit Outline
6
TIMETABLE



Date

Lectures / Tutorials


Week1 Lecture
Welcome to the World of Marketing
Reading: Chapter 1

Tutorial
Instructions on how to analyse case studies for
Assessment (10% x 2)

Prepare Tutorial answers for next week on
Chapter 1 see handout from tutor.





Week 2 Lecture
Strategic Planning & the Marketing Environment
Reading: Chapter 2

Tutorial
Establish groups and allocate case studies

Prepare Tutorial answers for next week on
Chapter 2 see handout from tutor.




Group allocation and
Case assignment





Week 3 Lecture
Marketing Information and Research
Reading: Chapter 3

Tutorial
Questions from last weeks topic:

Prepare Tutorial answers for next week on
Chapter 3 see handout from tutor.

Week 4 Lecture
Consumer and Organisational Behaviour
Reading: Chapter 4

Tutorial
Questions from last weeks topic:

Prepare Tutorial answers for next week on
Chapter 4 see handout from tutor.

Preview next weeks TEST 1


First Round of Case
Studies begins:
Group1 and Group 2
presentation and
report







DBUS169 Unit Outline
7
Week 5 Lecture
Target Marketing Strategies
Reading Chapter 5

Tutorial
Questions from last weeks topic:

Prepare Tutorial answers for next week on
Chapter 5 see handout from tutor.

TEST 1
Will consist of Multiple-Choice and True/False
questions from those chapters already covered.










TEST 1
Chapters 1 - 4



Week 6 Lecture
Creating and Managing Products
Reading: Chapter 6

Tutorial
Questions from last weeks topic:

Prepare Tutorial answers for next week on
Chapter 6 see handout from tutor.

Group 3 and Group 4
presentation and
report


Week 7 Lecture
Pricing
Reading: Chapter 7

Tutorial
Questions from last weeks topic:

Prepare Tutorial answers for next week on
Chapter 7 see handout from tutor.


Group 5
presentation and
report
Week 8



Lecture
Integrated Marketing Communications
Reading: Chapters 8 and 9

Tutorial
Questions from last weeks topic:

Prepare Tutorial answers for next week on
Chapter 8 and 9 see handout from tutor.


Second Round of Case
Studies begins:

Group 1 and Group 2 -
presentation and
report



DBUS169 Unit Outline
8
Week 9



Lecture
Distribution (Placement)
Reading: Chapter 10

Tutorial
Questions from last weeks topic:

Prepare Tutorial answers for next week on
Chapter 10 see handout from tutor.

TEST 2
Will consist of Multiple-Choice and True/False
questions from those chapters already covered.












TEST 2
Chapters 5 - 9

Week 10



Lecture
Services Marketing
Reading: Chapter 11

Tutorial
Questions from last weeks topic:

Prepare Tutorial answers for next week on
Chapter 11 see handout from tutor.

Preview next weeks TEST 2



Group 3 and Group 4 -
presentation and
report






Week 11 Lecture
Global Marketing
Ethics and Regulations in Marketing
Reading: Chapters 12 and 13

Tutorial
Questions from last weeks topic:
Prepare Tutorial answers for next week on
Chapter 12 see handout from tutor.

Group 5 - presentation
and report

Week 12

Week 13
Tuesday 1/1/2013 PUBLIC HOLIDAY

Lecture
Exam Preview

Tutorial
Questions from last weeks topic:


NO LECTURE




DBUS169 Unit Outline
9
Peer Assessment Form

Confidential when completed.
Please indicate what you feel was the relative contribution that you and your team
members made to the group tutorial exercises.
Give a rating score to each group member so that the scores add up to 100 points.


Name Contribution Rating


Yourself



Member # 2



Member # 3



Member # 4






Total

100 points


Any special comments or issues that you wish to be taken into consideration?

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