Undergraduate Program Subject Outline

Faculty of Business
http://my.uowdubai.ac.ae

Subject Name: Principles of Marketing

Course code: MARK 101 Section: 1

Credit Points: 6 Year 2022

Session AUTUMN Duration: Sept - Dec 2022

Pre-requisite(s) Nil Co-requisite(s) Nil

Mode of Delivery: (To
Lectures and Tutorials:
be reconfirmed at the
Face to Face
time of starting the
semester)
Final Exam
50 %
Passing
Requirement:

LOCATIONS:

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Dr. Rumaila Abbas MARK101
Educator’s Name: Dr. Rumaila Abbas
Building & Office No: 4th Floor, FOB office

E-mail Address: rumailaabbas@uowdubai.ac.ae

Consultation: Online TBD

Tutor’s Name: Ms. Mahshid Baghestani

Building & Office No:
E-mail Address: MahshidBaghestani@uowdubai.ac.ae
Consultation Days and Times:

IMPORTANT NOTES:
1. The Mid-Term exam will take place in Week 6 of the semester on the day and time of the
lecture. Please ensure that there is no clash with your other commitments prior to joining
the course.

2. Class lectures contain important information that will be given for the key assessments.
Failure to attend class and missing out on this important information will result in lower
marks in the assessments. Certain classes have graded attendance associated with them –
pls take note of course schedule.

3. ALL INVITED SEMINARS/GUEST LECTURES by industry professionals that are

COMPULSORY TO ATTEND, to be conducted on SATURDAYS and have graded attendance
– grading to be part of final project deliverables.

4. This course outline is subject to change. All ‘Announcements’ will be put on MOODLE.
Responsibility to regularly read the notices rests on the students.

5. Tutorial attendance is mandatory – failure to attend more than three tutorials results in a
failure in the course. YOU are responsible to keep track. Groups for projects must be
formed from within the same tutorial. No student is allowed to drop from a group assigned
by the lecturer/tutor or join another group during the semester. ‘Individual work’ in lieu of a
group task is not allowed.

6. Non-contribution to group activity disqualifies a student from getting any marks allotted
for the group work. Peer Evaluations will be available for submission in case of any issues
related to group work.

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Dr. Rumaila Abbas MARK101
 1 SUBJECT DESCRIPTION
Marketing is a set of activities and processes for creating, communicating and delivering
offerings and facilitating satisfying exchange relationships in a way that delivers value for
consumers and society. Organizations need to know how to define and segment a market and
how to position themselves strongly by identifying marketing opportunities and problems, and
developing products, services, experiences and ideas for chosen target markets more
effectively than their competitors. Marketing is essential for all organizations including
manufacturers, wholesalers, retailers, professional services firms including lawyers, accountant
and architects, and non-profit institutions including charities and museums. The subject
examines the fundamental concepts underpinning the marketing process and theories relevant
to the study and practice of marketing. It serves as a foundation for further studies in business
by developing an overview of where marketing fits within organizations and what framework
marketing provides for enhancing and enabling the conduct of a business.

2 LEARNING OUTCOMES
Contribution to Program learning outcomes (PLO)
The activities in this course contribute to achieving the following program learning outcomes

Program B.com
PLO1
Effectively communicate in oral and in writing

PLO5 Demonstrate core knowledge of business and organizations and major disciplinary
knowledge.

PLO7
Work effectively with others on shared goals.

Course MARK 101

Upon successful completion of this subject, a student should be able PLO1 PLO5 PLO
to: 7
Demonstrate an understanding of the key concepts and principles of
LO1 × ×
marketing.
LO2 Describe the process of creating a marketing plan. ×
Recognize and demonstrate the role of social
LO3 responsibility and ethics in improving marketing
performance. × ×
Explain how different elements of marketing mix can be
LO4 used to address a range of marketing issues facing
organizations. × ×
Demonstrate in a written report critical analysis and
LO5 problem solving competencies when approaching
marketing issues. × ×
Demonstrate an understanding of the use of specified
LO6 Information Communication Technologies (ICT).
×

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Dr. Rumaila Abbas MARK101
 3 SUBJECT SCHEDULE

Week/ Lecture Topic(s) Related Tests/ presentations/

Dates Text Chapter(s) Student tasks
Assignments Due
Week 1 Introduction to Marketing What is Marketing? It’s Enrollment in tutorials must
27th/28 Principles and Practice Role. Delivering on Needs be completed – start forming
Sept & Wants groups for your final project.
Syllabus review, introductions, and Changing Marketing
course overview and expectations Landscape
Welcome to the World of
Marketing.
Marketing environment

Week 2 Marketing Strategy, tactics and Chapter 1 & 2 Introduction to Simulations

4th/5th Oct planning. Introduction to the Strategic Tutorial – group project sign ups
Planning process and the
4ps. Mandatory lecture attendance –
Edmundo to present Graded
simulation 4TH/5TH Oct - 2022

Week 3 Marketing Strategy – Tools for Chapter 3

11th/12th planning SWOT
Oct Consumer Markets and Buyer Strategies for Growth and Groups for final project to be
Behavior Tools - Growth- Share completed – Tutorials
Matrix.
Marketing Environment
Case Study

Week 4 Consumer behavior contd. Chapter 5

18th/19th Segmentation, Targeting, and Characteristics Affecting
Oct Positioning Consumer Behavior:
Cultural, Social, Personal,
and Psychological Factors
Buyer Decision Process

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MARK101
Week 5 STP Contd Chapter 7 Midterm Review
25th/26th Target Market,
Oct Segmentation, Positioning

Week 6 Midterm in class Midterm Exam! In class

1st/2nd Marketing Mix begins timings – no reschedules!
Nov 1st & 2nd Nov 2022

Week 7 INDUSTRY MENTOR SESSION – Please note this is a Saturday

11th Nov scheduled for Saturday and we will not have regular
MANDATORY class during the week

Attendance graded

Week 8 Marketing Mix Contd Chapter 8 contd. In-class activity:

15th/16th Integrated Marketing Communications Building Strong Brands, Advertisement Analysis
Nov Back to the 4P’s
Chapter 14 & 15
IMC, Developing Effective
Communication
Traditional and Creative
Media Sponsorship
Marketing
Celebrity Endorsers, Public
Relations
Major Advertising
Decisions and
Measurables

Week 9 Integrated Marketing Communications 4 Assessment 3: Group

22nd/23rd Contd. Market Research Presentation of Marketing Mix
Nov in class

Week 10 Marketing Research, Data Analytics, Chapter 20

29th/30th and Customer Insights
Nov

Week 11 Market Research Contd, Ethics and Assessment 4: Group

6th/7th Sustainability in Marketing External Analysis & STP
Dec Report Due

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MARK101
Tutorial SCHEDULE (2 hour tutorial sessions) starting from WEEK 2)

Note: A tutorial session can only accommodate as per the stipulated capacity and under this
limit cannot be exceeded. Tutorial sessions are accommodated on a ‘first come first serve’
basis. Sorting clashes with other lectures or tutorials will be the responsibility of the student.

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MARK101
 Week Tutorials Tasks

1 Students to register in different available tutorial Get hands on with simulations

sessions, as per their choice.

Introduction to course expectations.

Simulations will be accessed and introduced.
Addressing questions
2 Start Simulations – Log on – Decisions for the week, Groups for Assessment 4 & 5 to
Assessment 3 review/questions be finalized
3
Introduction to Canva, Simulation questions
4 Brief for final Assessments and how Canva will be
incorporated, Midterm Revision/Review
5 Simulations – decisions to be made, Canva contd

6 Case study

7 Simulations, Assessment 4 & 5 questions, update.

Students to provide – product selection, Marketing Mix
updates, plans etc.
8 Class revision, Canva application to final project.
Simulation decisions.

9 Simulation Complete, Final Report work. Submission

questions.

10 Final report work, close of simulation and decisions.

4. SUPPORTING MATERIALS
Books, Articles, Videos, Podcasts, etc. will be available on our Learning Management System (LMS). They are also
available in moodle as ‘Subject Readings’.

4.1 ACCESS TO SUPPORTING MATERIALS

The University uses MOODLE as a Learning Management System (LMS) to support all coursework
subjects. The subject site and supporting materials can be accessed via:
https://moodle.uowplatform.edu.au And via UOWD Library

TEXTS
REQUIRED TEXTS
Kotler, Philip and Gary Armstrong, Principles of Marketing Global Edition (17thEdition). Pearson
Education Limited (2018). ISBN: 9781292220178

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LECTURE NOTES
All teaching materials can be downloaded from Moodle: https://moodle.uowplatform.edu.au/

5. ASSESSMENTS
6.1 ASSESSMENT OF LEARNING OUTCOMES
Learning Outcome Measures (Elements of
Assessment)
1. Demonstrate an understanding of the key Mid-term exam
concepts and principles of marketing.
Mid-term, Final Report
2. Describe the marketing planning process

3. Recognize and demonstrate the role of social Mid-term, Simulation, Presentation and
responsibility and ethics in improving marketing Final Report.
performance.
4. Explain how different elements of marketing mix Simulation, Midterm,
can be used to address a range of marketing Presentation and Final Report
issues facing organizations
5. Demonstrate in a written report critical analysis and Simulation, Presentation and
problem-solving competencies when approaching Final Report
marketing issues.
6. Demonstrate an understanding of the use of Presentation and Report
specified Information Communication
Technologies (ICT) and Research Skills.

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 6.2 ASSESSMENT TASKS

Learning Assessment 1 Assessment 2 Assessment 3 Assessm

Outcome Midterm Test 30% Simulations Group ent 4
(In class) 25% Presentation - Group
Marketing Mix Report –
Development External
25% Analysis
20%
LO 1 ×
LO 2 × ×
LO 3 × × × ×
LO4 × × ×
LO5 × × ×
LO6 × × ×
Group (G)/ I I/G I/G G
Individual (I)

Total 20 Marks – Group 50 marks/ 20% - 50 marks

Marks Simulation Group
Decisions Presentation

5 marks/ 2% - 5 marks/ 2% -
Individual Individual Mentor
Attendance for Session
introduction Attendance
session
10 marks/ 5%-
10 marks/ 3% - Individual
Individual Reflection
Reflection submission

Due Date Week 6 – 1st/2nd Nov To be Week 9 – 22nd/23rd Week 11-

in class hours communicated Nov (In class 7th Dec
(Moodle/Tutorials) presentation/ 5:00pm Via
Submission via Moodle
Moodle)

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Dr Rumaila Abbas MARK101
 Assessment 1 Midterm Exam
Type: Individual
Learning Outcome Measured: 1, 2 and 3.
Total Marks: 60
Weighting: 30%
Date, Time and Location: Week 6 1s and 2nd Nov - In class
Duration: 60 minutes
Format of the Exam Paper 30 MCQ questions (Each 2 marks= 60
marks)
TOTAL= 60 marks

Assessment 2 Simulation
Type: Individual/Group
Learning Outcome Measured: 3,4,5, and 6
Total Marks:
Weighting: 25%
Date, Time and Location: Tutorials, Moodle – TBC
Format of the Exam Paper 20% - Simulation Group
Decisions
3% - Individual Reflection
2% - Attendance of Simulation
information session in class
(Week 2)

Note: Assessment 3 & 4 are linked. Final Project for the course, failure in this project will result
in failure (TF) in the course.

Assessment 3 Final Presentation - Marketing Mix

Development
Type: Group/Individual
Learning Outcome Measured: 2,3,4,5 and 6
Total Marks: 100
Weighting: 25%
Date, Time and Location: Week 9 – 22nd/23rd Nov – In class & Moodle
link
Format 50 marks/ 20% - Group Presentation

5 marks/ 2% - Individual Mentor Session

Attendance

10 marks/ 5%- Individual Reflection

submission

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Dr Rumaila Abbas MARK101
Assessment 4 Report External Analysis, Segmentation,
Targeting, and Positioning
Type: Individual & Group
Learning Outcome Measured: 2,3,4,5 and 6
Total Marks: 50
Weighting: 20%
Date, Time and Location: Week 11 – 7th Dec by 5:00pm
Format Moodle link submission (Turnitn)

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Dr Rumaila Abbas MARK101
 The approved grades of performance and associated ranges of marks for undergraduate subjects
are:
High Distinction (HD) 85 – 100%
Distinction (D) 75 – 84%
Credit (C) 65 – 74%
Pass (P) 50 – 64%
Pass Supplementary(PS) 50%
Fail (F) 0 – 49% (and not meeting the attendance requirements)
Technical Fail (TF)

Not meeting the final exam passing requirements – see

the Assessment Policy PP-REG-DB-2.1

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Dr Rumaila Abbas MARK101
SATISFACTORY COMPLETION REQUIREMENTS

In order to be considered for a grade of Pass (P) or better in this subject, students must achieve the
minimum required mark in the Final Examination (see page 1 for required score); students who obtain a
composite mark greater than or equal to 50% but do not satisfy the Final Examination minimum pass
requirements in the final examination will be awarded a “Technical Fail” grade.

Students must ‘reasonably’ complete all assessment tasks (including the required score for the Final
Examination,) and submit these as specified in the subject outline. ‘Reasonable’ completion of an
assessment task will be determined based on the instructions given to the student including: word
length, demonstration of research and analysis where required, adherence to the Plagiarism Policy
guidelines, and completion of each section/component of the assessment. Failure to submit all
assessment tasks may result in a Fail grade awarded for the subject.

6. RELEVANT POLICIES AND DOCUMENTS

All students must read and be familiar with the following UOWD policies and documents, which
are available on the Student Online Resources (my.uowdubai.ac.ae) website by following the
Policies link:
 Academic Grievance Policy
 Academic Integrity Policy
 Campus Access and Order Rules
 Code of Conduct – Library Users
 Code of Practice – Students
 Copyright Policy
 Intellectual Property Policy
 Library Regulations
 Minimum Rate of Progress
 Music, Video and Software Piracy
 Non-Discriminatory Language and Practice & Presentation Policy and Guidelines
 Special Consideration Policy & Procedure
 Student Attendance Policy
 Student Conduct Rules
 Rules for use of UOWD ITTS Facilities
 Teaching and Assessment: Code of Practice – Teaching
 Teaching and Assessment: Assessment and Feedback Policy
 Teaching and Assessment: Subject Delivery Policy

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Dr Rumaila Abbas MARK101
7. SSP
SSP (Student Support Program) is a program committed to assisting students in developing their
academic skills and getting the most out of their studies. As part of their services, SSP provides
Peer Tutoring Program and Academic Workshops (https://my.uowdubai.ac.ae/ssd/index.php).

Studiosity is an online study tool that students can access 24 hours, 7 days a week! Students
can receive feedback on submitted writing in less than 24 hours and receive one-to-one, personal
help in real time with a subject specialist. The service can be accessed through the subject’s
Moodle site.

For further information, please contact:

SSP Coordinator
ssp@uowdubai.ac.ae
Phone Number: +971 4 278 1756

8. ACADEMIC INTEGRITY
Plagiarism and cheating are serious offences that can lead to expulsion from the university.
Students must be familiar with the Academic Integrity policy which outlines the procedure that
will be followed in case of academic misconduct including cheating and plagiarism. Please
refer to How to Avoid Plagiarism available on the Student Online Resources website
(http://my.uowdubai.ac.ae).

8.1 TURNITIN

Students are required to submit all written assignments in soft copy through the TurnItIn
system which is available online at www.turnitin.com. Every student must have a Turnitin
account. Failure to submit an assignment through Turnitin will result in marks for that
assignment being withheld. Students do NOT need to hand in a printed copy of the
Turnitin Originality Report! More information about Turnitin (including how to create an
account and add a class) will be provided in the first lecture. Students can download
Frequently Asked Questions (FAQs) about Turnitin from the SSP section of the website
(https://www.uowdubai.ac.ae/academic-resources/student-support-programs).

Turnitin information required to add this subject:

Turnitin submission to be done through moodle

Class ID: Moodle Link

Password: Moodle Link
8.2 REFERENCING & IN-TEXT CITATION

For information about referencing and in-text citation please review the Academic Writing
presentation available on the Student Online Resources website (http://my.uowdubai.ac.ae).

8.3 UOWD Rules & Policies

For information about UOWD Rules and Policies, please go to the Student Online Resources
website (http://my.uowdubai.ac.ae) and click on the POLICIES link.

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Dr Rumaila Abbas MARK101
 9. ATTENDANCE REQUIREMENTS

Attendance in this subject is compulsory. Failure to attend all tutorials and computer labs as per the
Student Attendance Policy may result in a FAIL grade. Students are strongly encouraged to
become familiar with this policy (which can be found on the Online Resources website at
my.uowdubai.ac.ae).

10. TUTORIAL/COMPUTER LAB ENROLMENTS

All students must sign up for one tutorial and/or computer lab in Week 1. Admission to a
tutorial/computer lab will not be possible unless the student’s name is on the Attendance List
for that class. No changes will be allowed once a student has enrolled in a tutorial/computer
lab.

11. SUPPLEMENTARY ASSESSMENTS

A supplementary assessment may be offered to students whose performance in this subject is close (45-
49 in the final examination and 48-49 in the composite score) to that required to pass the subject, and
are otherwise identified as meriting an offer of a supplementary assessment. The precise form of a
supplementary assessment will be determined at the time the offer of a supplementary is made.

12. Lecture Capture

UOWD supports the recording of lectures as a supplemental study tool, to provide students with
equity of access, and as a technology-enriched learning strategy to enhance the student experience.
To make your own recording of a lecture you must receive the explicit permission of the Educator
and those people who are also being recorded.
You may only use recorded lectures, whether they are your own or recorded by the university, for
your own educational purposes. Recordings cannot be altered, shared or published on another
platform, without permission of the University. UOWD’s Lecture Capture policy is underdevelopment.
13. Sustainability

UOWD encourages all students to act in a sustainable manner when planning and submitting
assessments. If possible, students should not use plastic items, such as folders, covers, and
bindings, and other synthetic materials, for presentations, workshops, and other activities. Students
are also encouraged to avoid unnecessary printing; and if printing is required, please consider
printing double-sided and only printing essential illustrations avoiding blocks of any colour as the use
of ink is harmful to the environment. Always behave in a sustainable way.

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