Semester1 | 2023

STUDY GUIDE
MAN 231
Marketing
 PAGE

PART A: GENERAL INFORMATION

• Introduction and contact times 3
• Module Coordinator (Lecturer) 4
• Module Overview and Learning outcomes 5

PART B: TEACHING AND LEARNING

• Teaching and learning activities 6
• Practical arrangements and house rules 6
• Notional learning hours 7
• Module schedule 8-9
• Materials 10
• Description and explanation of assessment activities 11

PART C: GENERAL INFORMATION

• Academic honesty 12
• Election of class representative 12
• Referencing 12

PART D: iKAMVA
• How to access IKAMVA videos 15
How to submit your assignment on IKAMVA 15

Graduate attributes 16-18

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Part A. General Information
1. Introduction

Welcome to the Marketing module (MAN231) for the 2023 academic year. This
documentprovides you with important information about this course.
Please familiarise yourself with the main points of this module and make sure that
you preview this course outline before the first lecture.

The following dates from UWC are provisional and may be subject to change:
Term 1: 13 February – 31 March 2023
Term 2: 11 April – 19 May 2023

TIMETABLE:
Monday Tuesday Wednesday Thursday Friday

1 Tutorial Group
Tutorial Group 1 15 Room
Room DL110 & DL110 &
Tutorial Group 9 Group 16 Tutorial Group 8
Room MS1.10 Room DL111 Room GH3.2
Lecture Group
Lecture Group 2 2 Room L20 &
Room DL1 & Tutorial Group
2 Tutorial Group 6 17 Room
Room MS1.2 & MS1.2 &
Group 13 Room Group 18
DL111 Room SEM 1A

3 Tutorial Group
10 Room MS1.2
Tutorial Group 2 Tutorial Group
Room MS1.2 & 3 Room
4 Group 7 Room GH3.3 &
DL110 & Group Group 21
20 Room B4 Room GH1.1

Tutorial Group
5 24 Room
MS1.2
Lunch

Tutorial Group
4 Room
6 MS1.8 &
Tutorial Group Group 5 Room
12 Room MS1.6 DL104 &
& Group 14 Group 22
Room MS1.4 Room MS1.3
7

8 Lecture Group Lecture Group

1 Room A2 1 Room A2

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 Module Coordinator

The role of the module coordinator is to administer all aspects of the module. The module
coordinator handles all queries, applications for special arrangements and concerns raised by
students. The module coordinator communicates all important information to students via
announcements to the class ion iKamva or individually to students by email.

Name Dr René Haarhoff (Coordinator)

Room & Room 3.29
Building EMS Building
E-mail rhaarhoff@uwc.ac.za
Consultation Hours Per appointment

Name Mr Nico Venter (Lecturer)

Room & Room 3.29
Building EMS Building
E-mail rhaarhoff@uwc.ac.za
Consultation Hours Per appointment

PART B: LECTURING TEAM

Mr Nico Venter Dr René Haarhoff

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 3. Module Overview

This module explains the concepts of marketing principles and instruments to marketing
students, students who aspire to a career in marketing, as well as those business managers
who need marketing knowledge and skills in the execution of their management duties.

This module also provides students with the historical development of marketing, i.e. from
the production orientation to the societal marketing. It builds on Management and Economic
principles, in particular the external environmental factors, such as the economic,
political/statutory, technological, and physical variables. Students will also be exposed to
marketing research, consumer behaviour and the 4Ps – product, price, promotion, and place
(distribution) in more detail than in their first year.

This module is an important building block for strategic management, and it is therefore
imperative that students understand the basics but also the significance of marketing as a
strategic resource.

Learning outcomes

After the successful completion of this module, you should be able to:
• identify core concepts of marketing and the role of marketing in business and society;
• understand the social, legal, ethical and technological forces on marketing decision-
making;
• appreciate the global nature of marketing and appropriate measures to operate
effectively in international settings;
• develop marketing strategies based on product, price, place and promotion objectives;
• create an integrated marketing communications plan which includes promotional
strategies and measures of effectiveness;
• communicate the unique marketing mixes and selling propositions for specific product
offerings;
• construct written sales plans and a professional interactive oral sales presentation;
• formulate marketing strategies that incorporate psychological and sociological factors,
which influence consumers;
• collect, process, and analyse consumer data to make informed marketing decisions; and
• Analyse marketing problems and provide solutions based on a critical examination of
marketing information.

Module descriptor: MAN231

See University Calendar 2023: Part 4 - Faculty of Economic and Management Sciences on
pages 128-129.

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Part B. Teaching and Learning

1. Teaching and learning activities

1.1. Practical Arrangements and “House Rules”

• Any students seeking to query marks are required to do so within five working days of receiving the
marks for the assessment.
• Your semester tests, assignments and tutorials will be communicated via IKamva. If, for medical
reasons, you are unable to write on the specified date, you will be permitted to write the supplementary
test, which will generally be scheduled two weeks later. In the event of illness, you must produce a
medical certificate within five days of the specified date of the test. Medical certificates must be
submitted viaIkamva under the medical test folder.

• Students are encouraged to take responsibility and accountability for their learning in the module. If
you are experiencing any difficulties regarding the course material, please consult the course
coordinator.
• All material, communication and announcements pertaining to the course will be placed on iKamva.
Lecture material and assignment instructions will be regularly posted on the site. It is therefore
recommended that you check the site for announcements and new material once a day.

1.2. Notional Learning Hours

The 15 credits for this course translate into 150 notional hours of learning – i.e. the amount of time a typical
student will need to meet the requirements of the course. An estimate of the required time to complete the
course requirements is outlined below – around 10 – 12 hours/week, including 3 hours of lectures and 1 hour
for tutorials! This means that you are expected to spend about 6 hours per week in self-study on this course,
every week. Your existing skills and competencies will influence whether or not these estimates apply to you.
Preparation for class, an active mode of learning while in class (i.e. taking notes, not passively listening), and
reviewing of lectures to ensure that all concepts are well understood, collectively represent approximately 60%
of the learning for the course.
The remaining 40% of learning time should be spent preparing course assignments and other assessment
activities.

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The table below provides an approximate breakdown of the time you are expected to spend on each component
of the course:
Activity Recommended Hours Total
Preparation for lectures 13 x 2 hours 26 hours
Lectures and tutorials 13 x 4 hours 52 hours
Weekly review of notes 13 x 1 hour 13 hours
Preparation for tutorials 9 x 1.5 hours 13.5 hours
Test preparation 2 x 8 hours 16 hours
Group assignment preparation 1 x 14.5 hours 14.5 hours
Exam preparation 1 x 15 hours 15 hours
Total 150 hours

This implies that if you do not come prepared for each class and do not review your lecture afterwards, you
will need to catch up about 54 hours of work before the tests and exam.

1.3. Venues for Test

Test venue will be announced on iKamva.

1.4. Complaints Procedure

In the event of complaints, please first try to resolve the matter with the respective lecturer or with the
Module Co-ordinator. If this fails, refer the matter to the Programme Coordinator, who will take it up with
the HoD if necessary.

Please refer to the Harassment Policy posted on the faculty website: www.uwc.ac.za/Economic
Management.

1.5. Continuous assessment

MAN 231 will make use of tutorials, a semester test and assignments throughout the semester and
will include a final examination at the end of the semester.

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2. Module Schedule
Week Lecturer Dates Lecture Subject/LO Assignments, Activities &
Due Dates
1 RH 13 - 17 Introduction to - House rules
February Marketing
Chapter 1: An - Prepare Chapter 1
Overview of
Marketing
2 NV 20 -24 Chapter 2: Analyzing - Tutorial class finalization
February the External - Prepare Chapter 2
Environment’s
Influence on
Marketing
3 RH 27 Feb – Chapter 3: - Prepare Chapter 3
3 March Understanding - Prepare Tutorial 1
Consumer Decision
making

4 NV 6 – 10 Chapter 4: Analyzing
March the Competitive - Prepare Chapter 4
Situation - Prepare for TUT 1
5 RH 13 - 17 Chapter 5: Information Submit Tutorial 1 (17 March 2022)
March for Marketing Decision- - Tut based on chapter 4
Making & Marketing - Prepare Chapter 5
Research

6 NV 20-24 Chapter 6: Submit Tutorial 2 (24 March 2023)

March Segmenting and - Prepare Chapter 6
Targeting Markets - Tut based on chapter 5

Semester BREAK BREAK 1 April – 10 APRIL

7 RH 10 - 14 Chapter 7: Submit Tutorial 3 (14 April 2023)

April Positioning the Firm
and its Products - Prepare Chapter 7
- Tut based on chapter 7

8 NV 17 - 21 Chapter 8: Product - Tut based on Chapter 8

April Decision - Prepare Chapter 8

Semester Test Chapters 1-8

9 RH 24 - 28 Chapter 9: - Prepare Chapter 9

April Developing and
Managing Products Late submission of assignments will be penalized
28 April by 5% per day or part thereof.
Group Assignment

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10 NV 1-5 Chapter 10:
May Marketing Channels - Tut based on Chapter 10
& the Role of
Intermediaries

11 RH 8-12 Chapter 11: Marketing - Prepare Chapter 11

May Communication
Strategy
12 NV 15-19 Revision - Revision
May

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3. Materials
The prescribed textbook for the Marketing course in 2023 is:
.
Lamb, C. W., Hair, J. F., McDaniel, C., Boshoff, C., Terblanche, N., Elliot, R., and Klopper, H.
B. H. 2015. Marketing. 6th Edition. Cape Town: Oxford University Press.

This text can be leased from the book leasing scheme (UWC library) for R 200 per semester. Upon
return of the text in June, you will be refunded the sum of R 100. If you fail to return the text by the
end of June, you will be billed with an additional sum of R 250. The textbook can also be purchased
at any reputable bookstore. This is a locally published textbook which provides students with many
examples from the South African context.

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4. Module Assessment

Type (for example) % of CAM (60%) Weight Submission date

Group assignment 35% 28 April
Refer to the schedule for
Tutorials 10% + 10% + 10%
dates.
= 30%

60% (test dates subject to

confirmation by
Faculty)
Term test 35%

Final exam 40% TBA

TOTAL - 100%

5. Description of assessment activities

5.1 Term Test 1 (35% of CAM)

The purpose of this test is to assess your understanding of the nature of the business enterprise and
its constituent components, the process of establishing a business in South Africa, the internal and
external environment within which businesses operate, and the requirements of successful
entrepreneurs/entrepreneurship.

5.2 Tutorials (30% of CAM)

The main purpose of the tutorial tasks is to assist students to better understand problem areas relating
to the establishment and management of a business. Students complete exercises during the tutorial
sessions and intheir own time.

When tutorial exercises are handed in, students are required to reflect on their learning experiences, with
fellow students being expected to respond. Marks are also awarded for work done in the tutorial classes.
Attendanceis therefore compulsory.

5.3 Group Assignment (35% of CAM)

Details of the group assignment will be communicated in due course.

Penalties for late submission of Group presentation: Late submissions of group assignment
presentationdocuments will be penalized as follows:

1 day late 5% penalty

2 days late 10% penalty
After 2 days Forfeit marks

5.4 Final Examination

The final examination date and time will be communicated via iKamva.

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 Part C. General Information

1. Academic honesty

With university study students are continuously engaged with other peoples' ideas - students read about
them,discuss them in class and write about them in their assignments.

It is therefore important that students acknowledge these people and their ideas in their
assignments/projects/papers that are submitted for assessment. If students do not adhere to this basic
requirement, students are making themselves guilty of a violation by taking other people's intellectual
property and presenting it as their own.

Academic honesty is especially important in an online learning environment. Rule A.5.1.8 of the
University Calendar states: “Academic dishonesty in any form including, but not limited to, plagiarism
and collusion, cheating in tests, examinations and assignments, theses and research papers, is
regarded as a serious offence and will be dealt with in terms of the provisions of the University’s
Disciplinary Rules for Students.”

2. Election of class representative

A class representative will be elected early in the MAN231 2023 programme.

3. Referencing

There are a few academically acceptable referencing conventions or referencing styles. Two of
the more popular conventions are the Harvard method and the American Psychological Association
(APA) method.
Undergraduate students are required to use the APA (6th edition) referencing convention. A guide
to this
referencing style will be posted on the iKamva website.

Below is an extract from the APA reference guide adapted for SBF

“Referencing is an integral part of research. It is that one factor that differentiates academic writing
from other forms of writing such as poetry, journalism, and letters. Referencing consists of two
elements:

a) In-text citations: or simply citations refer to quotations from other authors or

scholarly works that are included in the body of the scholarly work [e.g., (Maphosa,
Bayat, & Annegarn, 2020)].

b) List of References: which is an alphabetical listing of the sources of citations used

in a writtenscholarly work. An example of a Reference is as follows:

Donga, G., Ngirande, H. & Shumba, K. (2016). Perceived Barriers to the Development of Small, Medium
and Microenterprises: A Case Study of Thulamela Municipality in the Limpopo Province. Problems and
Perspectives in Management, 14: 61-66.

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A Reference List is different from a Bibliography. The former contains only the citations used in the body
of theresearch; and the latter includes both citations used in the documents as well as other relevant
reading materialnot necessarily cited in the document. For dissertations and research proposals, we
use references.

What is the purpose of referencing?

The three primary functions of references and referencing are to:

(1) Demonstrates that an author’s work is based or grounded within the existing body of knowledge
(BoK).

(2) Acknowledge insights from other authors in terms of helping shape your own work.

(3) Beckons readers to a body of the literature within a particular discipline.

It is for this reason that many researchers (including dissertation and theses examiners) flip through
the list ofreferences first before reading the research. The reference section is the second-most read
section of a journalarticle, conference paper, thesis, or dissertation – after the title, of course. It,
therefore, cannot be over-statedthat referencing is such an important and integral part of research.
Generally speaking, there is a high correlation between good referencing habits and excellence. This
truism is often applied by examiners when assessing dissertations and theses. For instance, Chad
Perry (2002), in his paper on presenting PhD theses elaborates on the critical importance of
referencing, and advises that:

A thesis should be able to reference a least four or five writers in the first one or two paragraphs to
demonstratefrom the start of the thesis that care has been taken to acknowledge and chart the depth
and breadth.

Following this, the other matter to consider is the optimal number of references.

How many references are enough in a thesis?

As depicted in the cartoon in Figure 1, this is really a very difficult question to answer.

Figure 1: Optimal number of references

Source: phdcomics.com (2017)

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 The norm, as observed in theses within the commerce disciplines, is somewhere within the range
of 100 (as an absolute minimum) and 300 (as an absolute maximum). However, you need to get
more guidancefrom your supervisor. Another helpful resource is to peruse through the library and
see the average numberof references other students have used. If you maintain that standard,
you should fine.

Plagiarism: Some considerations

Plagiarism is the worst of all academic sins. Plagiarism takes on various shapes and forms. It
ranges frommere incorrect citations to blatant copying and pasting. In layman’s terms, plagiarism
refers to the taking or using another author’s work and giving the impression that it is your own.
However, plagiarism can be more technical than that. What makes plagiarism challenging is that
it can be difficult to detect and quite often it is unintentional.

Unintentional plagiarism or plagiarism by omission is more prevalent than the other form of plagiarism
– plagiarism by commission, which is committed when a researcher intends to plagiarise, for
instance,copying a paragraph from another work and pasting it in his or her thesis (Shambare,
2019). While there may be intentional and unintentional plagiarism, examiners hardly
distinguish the two and will never take kindly to plagiarism whether it was committed out of
ignorance or with willful intent. According to Sirbenhagen and Bijl (2004), some of the
common examples of plagiarism are:

o Copying [in verbatim] another person’s work without acknowledgement.

o Paraphrasing of another person’s work by simply changing a few words or altering
the order ofpresentation without acknowledging the source; and
o Unacknowledged quotation of phrases from another person’s work and/ or the presentation
of anotherperson’s idea(s) as one’s own.

General rules of citations and references

The important consideration to make when you are citing other authors’ works is to determine what kind
of material it is. Depending on whether it is a journal article, a dissertation, a newspaper, or website there
are salient differences that need to be addressed differently. Some issues, however, will be addressed
the same. For instance, if the in-text citation falls at the end of the sentence, the entire citation is placed
inside round brackets or parentheses “()”. On the other hand, if the citation is anywhere else within the
sentence, be it at the beginning or in the middle, only the year and page number are placed inside
brackets.

Also, when compiling a list of references, at the end of your dissertation or report, depending on the
source, the reference is presented differently. In other words, the reference for a book will be indicated
differently from a newspaper. This will help the reader identify your sources more easily. To this effect, it
is expected that a vast majority (> 75 per cent) of your sources be journal articles. However, achieving
three-quarters of your references being scholarly articles (i.e., journal articles) might be unachievable for
some disciplines and topics, in that case, an absolute minimum of 50 per cent should be considered.
Having said that, students should seek specific guidance from their supervisors. Examples of citing and
referencing the various sources are presented in the next section.

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Popular referencing styles
To promote consistency, researchers developed standards for referencing also known as referencing
styles. The three most common styles used in commerce and social science disciplines are the, Harvard,
American Psychology Association (APA), and the Numbered styles of referencing. The first two (Harvard
and APA) are also known as the Author-year systems of referencing. The Harvard and the APA are similar
and mostly differ only in the arrangement of the lists of references. The APA Style is widely used across
many universities and journals and likewise is encouraged. Nevertheless, the underlying principle in
referencing is consistency. Whatever you do, be consistent.

Appropriately using correct and consistent referencing conventions will improve the quality of your work.
Also, it ensures that you are less likely to plagiarise others’ works. This guide is designed to help you use
the APA Style of Referencing as adapted for the SBF in your proposal, dissertation, or thesis. The guide
is applicable for both manual and automated referencing systems. Automated referencing programmes
such as EndNote allow you to customise a template that suits your unique referencing needs.

PART D: HOW TO ACCESS IKAMVA VIDEOS

How to access these videos? Follow these steps

Step1: Login into iKamva
Step2: Click the MAN 231 module
Step 3: Click on the option "Meetings". This is on the left side of the screen on iKamva. Just under
Announcements, Course resources etc.
Step 4: Click on the tab "recordings".
Step 5: Click on the video that you want to listen to in the far-right column.
These videos will be uploaded every week.

PART C: HOW TO SUBMIT YOUR ASSIGNMNET ON IKAMVA

Submitting your assignment on iKamva:

Step 1: click on the tab "assignment"
Step 2: upload your document
Step 3: Finish the uploading process

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 4. Graduate attributes, learning outcomes, learning activities, assessment criteria and assessment tasks

UWC Learning outcomes Teaching / Learning

Graduate activities Assessment tasks and criteria
Attributes
Inquiry-focused: Show understanding 1. Class discussions Written Group Class tests Semester test and examination
of the principles of 2. Written and oral assignments presentations
UWC graduates
will be able to successful assignments
create new management in 3. Pre-reading 1. Students demonstrate an understanding of the theoretical principles of management and
knowledge and organizations and exercises
understanding business.
how these should be 2. Students are able to apply these principles to real-world management problems presented in
through the
process of applied in the written assignments, group assignments, in-class tests, semester test essay questions and in the
research and workplace final examination
inquiry.

Critically and Conduct research 1. Research for Written Group Research N/A N/A
relevantly
using the library, the written assignments assignments assignment in
literate
web and other 2. Manager interview preparation
UWC graduates sources of for group for Group
will be able to information presentations assignment
seek, discern, use
and apply
Self-assessment of 1. Written Written N/A N/A N/A N/A
information managerial qualities assignments assignments
effectively in a
range of contexts. Use the Internet, MS 1. Written Written Group N/A N/A N/A
Word, MS Excel, MS assignments assignments assignment
PowerPoint to 2. Group
complete tasks (i.e. presentations
be computer literate)

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Ethically, Demonstrate an 1. Class discussions N/A Answering Answering essay questions
environmentally understanding of the 2. Pre-reading tasks essay
and socially
aware and active ethical, social, 3. Class tests questions
cultural and
UWC graduates environmental issues
should
facing managers and
demonstrate a
thorough leaders in
knowledge of organizations
ethical, social,
cultural and
environmental
issues relating to
their disciplines
and make
professional and
leadership
decisions in
accordance with
these principles.

Autonomous Be able to work 1. Written Written N/A Individual Individual Individual preparation for final
and
independently in assignments assignments preparation preparation examination
collaborative
conducting a for Class for
UWC graduates literature search and tests semester
will be able to assessing whether test
work
the student
independently and
in collaboration possesses the
with others, in a qualities that would
way that is increase the
informed by
likelihood of success
openness,
in management

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curiosity and a Be able to work in 1. Group N/A Group Group N/A N/A
desire to meet collaboration with presentations assignment presentation
new challenges
others when requires
interviewing and interaction
assessing the and
performance of a collaboration
manager in a South
African
organizational
context
Skilled Present a clear, well- 1. Written Written Group N/A Answering Answering essay questions in final
communicators
structured oral assignments assignments assignment essay examination
UWC graduates presentations and 2. Group questions in
should recognize well-structured presentations semester
and value written assignments 3. Semester test test
communication as
and essay answers essay answers
a tool for
negotiating and 4. Final examination
creating new essay answers
understanding.

Interpersonal Work productively in 1. Co-operative N/A Group Group N/A N/A

flexibility and
co-operative learning learning tutorial tasks assignment collaboration
confidence to
engage across groups 2. Group research
difference project and
presentation
UWC graduates
should be able to
work in a
productive team,
to lead where
necessary and to
contribute their
skills as required
to solving
complex
problems.

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