Overview
This unit will provide you with a sound knowledge of the origins of trading goods and services and the development of modern marketing practice and theory. Emphasis is placed on developing an understanding of marketing principles and their application. In particular the unit approaches marketing not only as a functional area of an organisation but also as a philosophy of doing business.
Details
Pre-requisites or Co-requisites
There are no requisites for this unit.
Important note: Students enrolled in a subsequent unit who failed their pre-requisite unit, should drop the subsequent unit before the census date or within 10 working days of Fail grade notification. Students who do not drop the unit in this timeframe cannot later drop the unit without academic and financial liability. See details in the Assessment Policy and Procedure (Higher Education Coursework).
Offerings For Term 1 - 2017
Attendance Requirements
All on-campus students are expected to attend scheduled classes – in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).
Recommended Student Time Commitment
Each 6-credit Undergraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.
Class Timetable
Assessment Overview
Assessment Grading
This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of ‘pass’ in order to pass the unit. If any ‘pass/fail’ tasks are shown in the table above they must also be completed successfully (‘pass’ grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the ‘assessment task’ section (note that in some instances, the minimum mark for a task may be greater than 50%). Consult the University’s Grades and Results Policy for more details of interim results and final grades.
All University policies are available on the CQUniversity Policy site.
You may wish to view these policies:
- Grades and Results Policy
- Assessment Policy and Procedure (Higher Education Coursework)
- Review of Grade Procedure
- Student Academic Integrity Policy and Procedure
- Monitoring Academic Progress (MAP) Policy and Procedure – Domestic Students
- Monitoring Academic Progress (MAP) Policy and Procedure – International Students
- Student Refund and Credit Balance Policy and Procedure
- Student Feedback – Compliments and Complaints Policy and Procedure
- Information and Communications Technology Acceptable Use Policy and Procedure
This list is not an exhaustive list of all University policies. The full list of University policies are available on the CQUniversity Policy site.
Feedback, Recommendations and Responses
Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.
Feedback from Course evaluation
Some students were receptive to the provision of assessment guidelines and additional course materials through the course Moodle page.
Continue providing students with assessment guidelines and additional course materials through the course Moodle page.
Detailed guidelines documents for Assessments 2 and 3 were placed on the unit Moodle site at the start of term. In addition, various journal readings, case studies, and YouTube videos were added to the relevant weekly module on the Moodle site to further enhance learning.
Feedback from Course evaluation
Some students requested more student participation in Blackboard Collaborate sessions and Moodle forum discussions.
Blackboard Collaborate sessions will be scheduled throughout the term and Moodle forum discussions will be on-going so as to encourage greater participation from students.
Four Zoom sessions were offered to FLEX students in place of Blackboard Collaborate. These Zoom sessions were held in weeks 3, 6, 9 and 12. Each session was accessible through the unit Moodle site with the running time approximately 1.5 hours. All sessions were recorded for the benefit of those students who could not participate.
Feedback from Course evaluation
Some students requested topics on Moodle be viewable two weeks in advance of schedule.
All topics on Moodle to be viewable for students at least two weeks in advance of schedule and with prior notification.
The weekly modules on the unit Moodle site were opened for student viewing two weeks ahead of schedule. To remind students, a post was made on the Moodle news forum.
- explain your awareness of the nature and scope of marketing in general
- discuss your developed appreciation of the marketing concept
- elaborate upon your awareness of the key concepts and tools of marketing, and their respective roles in business
- describe and critically discuss how marketing fits into the overall business function
- explain your understanding of marketing research techniques and analysis, and how they are important to marketing decision-making
- differentiate between the marketing mix and the extended marketing mix.
- demonstrate knowledge of new product marketing in both written and oral form.
Alignment of Assessment Tasks to Learning Outcomes
Assessment Tasks | Learning Outcomes | ||||||
---|---|---|---|---|---|---|---|
1 | 2 | 3 | 4 | 5 | 6 | 7 | |
1 - Online Quiz(zes) - 20% | |||||||
2 - Portfolio - 40% | |||||||
3 - Presentation and Written Assessment - 40% |
Alignment of Graduate Attributes to Learning Outcomes
Graduate Attributes | Learning Outcomes | ||||||
---|---|---|---|---|---|---|---|
1 | 2 | 3 | 4 | 5 | 6 | 7 | |
1 - Communication | |||||||
2 - Problem Solving | |||||||
3 - Critical Thinking | |||||||
4 - Information Literacy | |||||||
5 - Team Work | |||||||
6 - Information Technology Competence | |||||||
7 - Cross Cultural Competence | |||||||
8 - Ethical practice | |||||||
9 - Social Innovation | |||||||
10 - Aboriginal and Torres Strait Islander Cultures |
Alignment of Assessment Tasks to Graduate Attributes
Assessment Tasks | Graduate Attributes | |||||||||
---|---|---|---|---|---|---|---|---|---|---|
1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | |
1 - Online Quiz(zes) - 20% | ||||||||||
2 - Portfolio - 40% | ||||||||||
3 - Presentation and Written Assessment - 40% |
Textbooks
Principles of Marketing
Edition: 6th (2015)
Authors: Armstrong, G., Adam, S., Denize, S., & Kotler, P.
Pearson Australia
Melbourne Melbourne , VIC , Australia
ISBN: 9781486002696
Binding: Paperback
Additional Textbook Information
Note: The prescribed textbook is also available in eText format and this can be purchased online directly from Pearson Australia.
IT Resources
- CQUniversity Student Email
- Internet
- Unit Website (Moodle)
- Microsoft Word and PowerPoint
All submissions for this unit must use the referencing style: American Psychological Association 6th Edition (APA 6th edition)
For further information, see the Assessment Tasks.
w.lawson1@cqu.edu.au
Module/Topic
Marketing: Creating and capturing customer value & Company and marketing strategy: Partnering to build customer relationships
Chapter
Chapters 1 & 2
Events and Submissions/Topic
Module/Topic
Analysing the marketing environment
Chapter
Chapter 3
Events and Submissions/Topic
Module/Topic
Managing marketing information to gain customer insights
Chapter
Chapter 4
Events and Submissions/Topic
Online Quiz 1 opens Monday (20 March 2017) 09:00 AM AEST
Module/Topic
Understanding consumer and business buyer behaviour
Chapter
Chapter 5
Events and Submissions/Topic
Online Quiz 1 closes Monday (27 March 2017) 11:45 PM AEST
Module/Topic
Customer-driven marketing strategy: Creating value for target customers
Chapter
Chapter 6
Events and Submissions/Topic
Module/Topic
Chapter
Events and Submissions/Topic
Online Quiz 2 closes Monday (10 April 2017) 11:45 PM AEST
Module/Topic
Products, services and brands: Offering customer value
Chapter
Chapter 7
Events and Submissions/Topic
Module/Topic
Developing new products and managing innovation
Chapter
Chapter 8
Events and Submissions/Topic
Module/Topic
Pricing to capture customer value
Chapter
Chapter 9
Events and Submissions/Topic
Module/Topic
Placement: Customer value fulfilment
Chapter
Chapter 10
Events and Submissions/Topic
Module/Topic
Communicating customer value: Advertising and public relations & Personal selling and sales promotion
Chapter
Chapters 11 & 12
Events and Submissions/Topic
Module/Topic
Direct and digital marketing: Building one-to-one customer relationships
Chapter
Chapter 13
Events and Submissions/Topic
Module/Topic
Sustainable marketing: Social responsibility, ethics and legal compliance
Chapter
Chapter 14
Events and Submissions/Topic
Module/Topic
Chapter
Events and Submissions/Topic
Module/Topic
Chapter
Events and Submissions/Topic
Contact information for Warren Lawson:
I encourage all students to contact me, either by email or telephone, with any personal questions or queries relating to the unit.
Email: w.lawson1@cqu.edu.au
Telephone: +61 (03) 9616 0518
I'm based on the Melbourne Campus and can be found in the Business and Law staff room on level 4, 120 Spencer Street.
1 Online Quiz(zes)
Assessment 1 consists of FOUR (4) online quizzes with ten (10) questions in each quiz. Each quiz is a maximum 25 minutes in duration.
Your task in Assessment 1 is to complete all four online quizzes.
Instructions and advice
- This is an individual assessment (no groups).
- All four quizzes are attempted online through the unit Moodle site.
- Refer to the table below for quiz opening and closing times.
- Each quiz will address content from a relevant chapter of the prescribed textbook.
- Each quiz is worth a maximum 5% towards your overall grade (i.e. 4 quizzes x 5% = 20%).
- Each quiz consists of 10 questions and is a maximum 25 minutes in duration.
- Answer format will be a combination of multiple choice and true or false.
- There are no negative marks for incorrect answers.
- Quizzes can be found under the assessment block on the unit Moodle site.
- These are open book quizzes so you can have your textbook with you when doing each quiz.
- Each online quiz can only be attempted ONCE so do not open the quiz until you are ready to complete the entire quiz.
- Responsibility for access, Internet Service Provider, browsers, Internet connection and the computer you use remains with the student.
- Refer system access problems (e.g. Moodle login or password issues) to the Technology and Services Assistance Centre (tasac@cqu.edu.au) as soon as possible.
- Any problems during the quiz (e.g. screen has frozen) email the Unit Coordinator (w.lawson1@cqu.edu.au) as soon as possible identifying the unit, your full name, student number, campus and approximate time the problem occurred.
- Students are encouraged to provide their own timer and not rely on the computer.
Skills
- Quizzes will test marketing knowledge and understanding.
Quiz | Content | Quiz Opening Day/Time | Quiz Closing Day/Time |
1 | Chapter 4 | Week 3 Monday (20 March 2017) 09:00 AM AEST | Week 4 Monday (27 March 2017) 11:45 PM AEST |
2 | Chapter 6 | Week 5 Monday (03 April 2017) 09:00 AM AEST | Vacation Week Monday (10 April 2017) 11:45 PM AEST |
3 | Chapter 8 | Week 7 Monday (24 April 2017) 09:00 AM AEST | Week 8 Monday (01 May 2017) 11:45 PM AEST |
4 | Chapter 10 | Week 9 Monday (08 May 2017) 09:00 AM AEST | Week 10 Monday (15 May 2017) 11:45 PM AEST |
4
Various (see Quiz opening and closing times in 'Task Description')
Marks are shown on completion of each quiz.
Assessment 1
- Each question is worth half a mark (0.5 marks).
- 10 questions per quiz x 0.5 marks x 4 quizzes.
- Total: Out of 20 marks.
- explain your awareness of the nature and scope of marketing in general
- elaborate upon your awareness of the key concepts and tools of marketing, and their respective roles in business
- Communication
- Problem Solving
- Critical Thinking
- Information Literacy
- Information Technology Competence
- Cross Cultural Competence
- Ethical practice
2 Portfolio
Assessment 2 requires you to undertake a market opportunity analysis for a new product. You will present the market opportunity analysis as a portfolio. This portfolio should be 1500-2000 words maximum in length excluding the title page and reference list.
Your task in Assessment 2 is to choose ONE (1) of the options listed below and write a market opportunity analysis focusing on current Australian market conditions to determine market attractiveness for your product.
a) QikVin reusable wine bottle (viewed 31/01/2017), https://www.kickstarter.com/projects/416039610/qikvin-raising-wine-preservation-to-new-heights/
b) Qkey removable online security device (viewed 31/01/2017), https://www.kickstarter.com/projects/qkey/qkey-a-smart-simple-and-secure-online-experience?ref=category_popular
c) Scollar Mini smart collar for dogs and cats (viewed 31/01/2017), https://www.kickstarter.com/projects/scollar/scollar-mini-for-small-dogs-and-cats?ref=category_popular
d) Solowheel Iota personal e-vehicle (viewed 31/01/2017), https://www.kickstarter.com/projects/687658339/solowheel-iota-a-mini-personal-e-vehicle?ref=category_popular
e) A new product for the business/organisation you currently work for or the business/organisation you want to start up. If you choose this option, on-campus (internal) students will need to gain approval from your local lecturer/tutor. Off-campus (external) students will need to contact the course coordinator w.lawson1@cqu.edu.au for approval.
NB: The option you choose will also be used in Assessment 3.
You will need to address the following criteria:
- Describe the new product chosen and current market conditions in Australia by examining relevant business trends, competitors, customer needs and other factors in the marketing environment that may affect consumer purchasing (research evidence is expected to help support your discussion);
- Conduct a strengths, weaknesses, opportunities and threats (SWOT) analysis for your new product;
- In general, explain your understanding of the nature and scope of marketing plus the marketing concept;
- In general, explain your understanding of marketing research techniques and analysis, and how they are important to marketing decision-making; and
- Differentiate between the marketing mix and the extended marketing mix.
Instructions
- This is an individual assessment (no groups).
- Submit your portfolio online through the unit Moodle site.
Your portfolio should contain the following:
- A single Word document (no PDF) that addresses each of the 5 criteria listed above plus a reference list showing use in-text of at least six (6) scholarly sources of information, not including the prescribed textbook.
- Use size 12 font with 1.5 line-spacing in this Word document.
- An appendices (this is compulsory) inserted at the end of the Word document that includes:
- Self-evaluation documenting your learning journey.
- Any other supporting items such as graphs, charts, tables and diagrams you deem suitable.
Skills
- A market opportunity analysis is widely used to determine market attractiveness.
- A portfolio is a collection of items documenting what and how you have learnt.
-
This is a challenging assignment. It will provide you with the opportunity to undertake a significant piece of work
with a practical commercial application.
Week 6 Friday (21 Apr 2017) 11:45 pm AEST
Monday (8 May 2017)
The return date will apply to submissions made before or on the due date.
Assessment 2
- Product description, current market conditions and analysis. Out of 11 marks.
- SWOT analysis. Out of 6 marks.
- Nature and scope of marketing plus the marketing concept . Out of 3 marks.
- Marketing research techniques and importance. Out of 2 marks.
- The marketing mix and extended marketing mix. Out of 2 marks.
- Citations and Reference list. Out of 3 marks.
- Self-evaluation. Out of 5 marks.
- Supporting items. Out of 5 marks.
- Spelling, grammar, and written presentation. Out of 3 marks.
- Total: Out of 40 marks.
- explain your awareness of the nature and scope of marketing in general
- discuss your developed appreciation of the marketing concept
- elaborate upon your awareness of the key concepts and tools of marketing, and their respective roles in business
- explain your understanding of marketing research techniques and analysis, and how they are important to marketing decision-making
- differentiate between the marketing mix and the extended marketing mix.
- Communication
- Problem Solving
- Critical Thinking
- Information Literacy
- Team Work
- Information Technology Competence
- Ethical practice
3 Presentation and Written Assessment
Assessment 3 requires the submission of TWO items (i.e. one Word file and one PowerPoint file).
You are to write and make a presentation on marketing objectives, marketing strategy and action programs for the new product chosen in Assessment 2. The written component should be 1500-2000 words maximum in length excluding the title page and reference list. The presentation component will be in PowerPoint format with voice-over limited to 5 slides and no longer than 5 minutes in duration.
Assume that the new product chosen in Assessment 2 is viable for market entry into Australia. The decision has now been made by senior management to launch this new product into Australia sometime in 2017.
Your task in Assessment 3 is to prepare marketing objectives, marketing strategy and action programs for the first six months from product launch.
You will need to address the following criteria:
- Propose and justify three (3) marketing objectives you think are achievable within the first six months of product launch (e.g. sales targets, product awareness, customer retention and satisfaction, brand management);
- Justify the preferred market segments, targeted customers, and intended positioning;
- Propose and justify marketing strategy for two (2) of the 4Ps (i.e. product or pricing strategy plus placement or promotion strategy); and
- Propose action programs for the first six months of product launch to achieve stated marketing objectives.
Instructions
- This is an individual assessment (no groups).
- Submit both your written component and presentation component online through the unit Moodle site.
Your written component should contain the following:
- A single Word document (no PDF) that addresses each of the 4 criteria listed above plus a reference list showing use in-text of at least six (6) scholarly sources of information, not including the prescribed textbook.
- Use size 12 font with 1.5 line-spacing in this Word document.
Your presentation component should contain the following:
- A summary only of key information in your written Word document.
- The format will be PowerPoint with voice-over (no word limit) but limited to a maximum 5 slides and a maximum 5 minutes in duration.
Skills
- The written component consisting of the marketing objectives, marketing strategy and action programs are all integral elements of a marketing plan.
- Using PowerPoint with voice-over enhances professionalism and helps keep the viewer's focus during presentations.
-
This is a challenging assignment. It will provide you with the opportunity to undertake a significant piece of work with a practical commercial application.
Week 12 Friday (2 June 2017) 11:45 pm AEST
Assessment 3 submissions will be returned on the Certification of Grades date (Friday 7 July 2017).
Assessment 3
- Three marketing objectives. Out of 3 marks.
- Market segmentation, targeted customers and intended positioning. Out of 5 marks.
- Product or pricing strategy. Out of 7 marks.
- Placement or promotion strategy. Out of 7 marks.
- Action programs. Out of 2 marks.
- Citations and Reference list. Out of 3 marks.
- Spelling, grammar and written presentation. Out of 3 marks.
- PowerPoint meets specified requirements. Out of 5 marks.
- Voice-over is clear and fluent. Out of 5 marks.
- Total: Out of 40 marks.
- explain your awareness of the nature and scope of marketing in general
- discuss your developed appreciation of the marketing concept
- elaborate upon your awareness of the key concepts and tools of marketing, and their respective roles in business
- describe and critically discuss how marketing fits into the overall business function
- explain your understanding of marketing research techniques and analysis, and how they are important to marketing decision-making
- differentiate between the marketing mix and the extended marketing mix.
- demonstrate knowledge of new product marketing in both written and oral form.
- Communication
- Problem Solving
- Critical Thinking
- Information Literacy
- Information Technology Competence
- Cross Cultural Competence
- Ethical practice
As a CQUniversity student you are expected to act honestly in all aspects of your academic work.
Any assessable work undertaken or submitted for review or assessment must be your own work. Assessable work is any type of work you do to meet the assessment requirements in the unit, including draft work submitted for review and feedback and final work to be assessed.
When you use the ideas, words or data of others in your assessment, you must thoroughly and clearly acknowledge the source of this information by using the correct referencing style for your unit. Using others’ work without proper acknowledgement may be considered a form of intellectual dishonesty.
Participating honestly, respectfully, responsibly, and fairly in your university study ensures the CQUniversity qualification you earn will be valued as a true indication of your individual academic achievement and will continue to receive the respect and recognition it deserves.
As a student, you are responsible for reading and following CQUniversity’s policies, including the Student Academic Integrity Policy and Procedure. This policy sets out CQUniversity’s expectations of you to act with integrity, examples of academic integrity breaches to avoid, the processes used to address alleged breaches of academic integrity, and potential penalties.
What is a breach of academic integrity?
A breach of academic integrity includes but is not limited to plagiarism, self-plagiarism, collusion, cheating, contract cheating, and academic misconduct. The Student Academic Integrity Policy and Procedure defines what these terms mean and gives examples.
Why is academic integrity important?
A breach of academic integrity may result in one or more penalties, including suspension or even expulsion from the University. It can also have negative implications for student visas and future enrolment at CQUniversity or elsewhere. Students who engage in contract cheating also risk being blackmailed by contract cheating services.
Where can I get assistance?
For academic advice and guidance, the Academic Learning Centre (ALC) can support you in becoming confident in completing assessments with integrity and of high standard.