study guide Marketing 301
Federal University of Technology Akure
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This 20 page Study Guide was uploaded by Temitope Abolade on Saturday May 7, 2016. The Study Guide belongs to Marketing 301 at Federal University of Technology Akure taught by johnson_bollz in Spring 2016. Since its upload, it has received 20 views. For similar materials see macroeconomics in Marketing at Federal University of Technology Akure.
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Date Created: 05/07/16
1 Course Outline 201 6 MKTG 301: (15 POINTS) First Semester 116 3 Course Prescription Focuses on development, implementation, and control of marketing strategies needed to attain and sustain an organisation's competitive advantage. Techniques that assist in developing and evaluating the effectiveness of marketing strategies are introduced a nd contemporary issues in marketing practice are discussed. Instructional methods include the use of case studies and the development of a strategic marketing plan. Programme and Course Advice Prerequisite: MKTG 201 or 291, and MKTG 202 or 292 Restric tion: MKTG 391 Goals of the Course • To develop a sound understanding of the nature of dynamic competitive business environments and the implications for marketing strategy; • To enable students to attain the requisite knowledge to devise and implement produc tive strategic marketing solutions; • To support the personal development of participants in the intellectual journey from ‘student’ to ‘businessperson’ . Learning Outcomes By the end of the course it is expected that the student will: 1. Understand fundamental marketing strategy concepts and theories; 2. Be able to identify and use appropriate methods and tools for formulating, implementing, monitoring and evaluating marketing strategy in diverse organisational and marketing situations; 3. Be able to devel op, write and present a formal strategic marketing plan including financial implications ; and 4. Understand principles and behaviours underlying effective performance in project based teams. 2 L earning and Teaching This course is based on experiential learning, i.e. learning by doing. All students must attend the three hour combined L ecture and Team Based Learning (TBL) session each week. These session s will cover important course content and be illustrated by case examples , and group activities. In six of these session s you and your team will be tested on your comprehens ion of the week’s course content t herefore, students are required to read the relevant chapters from the prescribed textbook and assigned articles prior to attending these sessions . T he purpose of these in class assessments is to ensure that students have studied the relevant material and are ready to contribute to group activities and discussions pertaining to the project. Students will be required to fill out a summary of their TBL group discussions . T hese will contribute to your final grade and will provide students with feedback for the project on a regular basis . We also use time in these sessions to help develop personal skills e.g. teamwork and public speaking skills. We will explain the purpose and process of the in class TBL assessments in week one . The assessments start in week two and are compulsory . Each in class TBL assessment is worth 2 %, students are awarded the best 5 out of 6 tests, and therefore these individual assessments are worth 1 0 % in total. Time and location ( Please check Student Services Online to confirm the room and time) : Three hour combined lecture and TBL session s Friday 2 5 pm HSB1 . T he course project is a strategic marketing plan for our industry partner – to be advised in week 1 of class. The strategic marketing plan will present a marketing strategy that addresses key issues and finds opportunities for creating customer and shareholder value. To produce such a plan requires you and your team to apply your growing knowledge about strategic analysis, strategy development and implementation to our partner’s business. The lectures and TBL sessions are designed to help you to do this. The plan s are due in Week 1 1 , all teams will present their plans to a panel of industry dragons mentors and University staff (week 12 ) . The top 3 teams will be chosen to present in class to our client (week 1 3 ). Teaching Staff Course Co ordinator / Senior Lecturer Dr Michael SW Lee Office: Room 413 , level 4, Owen Glenn Building Telephone: 373 7599 Ext. 85953 E mail: firstname.lastname@example.org Adjunct Senior Lecturer David Shieff E mail: David@incisiveconsultancy.com Graduate Teaching Assistant and Technician : Loic PengTao Li Office: Room 403 , level 4, Owen Glenn Building Telephone: 373 7599 Ext. 70407 Email: email@example.com Graduate Teaching Assistant and Head mentor : Jane Choi E mail: firstname.lastname@example.org 3 Professional Teaching Fellow : Herbert Sima E mail: h.sima @auckland.ac.nz Course Administration Co ordinator Christina Huang Office: Room 437, level 4, OGGB E mail: email@example.com Marketing Subject Librarian: Justene McNeice Office: Room M25, Level M (bet ween levels 1 and 2) General Library Tel: 09 373 7599 ext 84668 Email: firstname.lastname@example.org Learning Resources Required Text: Walker , O.C., Jr., Gountas, J.I., Mavondo, F.T. and Mullins, J.W. (201 2 ), Marketing Strategy: A Decision Focused Approach ( 2 nd ed . ). NSW, Australia : McGraw Hill Australia . The text is available at UBS. Copies of the textbook are also available for 2 hour loan in the Short Loans facility in the Kate Edgar Information Commons, Alfred St. MKTG 301 Course Material: (available electronically through Cecil) Additional Readings : Available at : Library/ ABI:Inform/ E Journals We expect you to use your information search skills to locate the course readings. Please refer to the lib rary resource page (below) for assistance: http://www.library.auckland.ac.nz/subjects/bus/course pages/mktg301_marketing_strategy.htm Levitt, T. (2006). What business are you in? Harvard Business Review , 84(10), 126 138. Javidan, M. (1998). Core competence: What does it mean in practice? Long Range Planning, 31 (1), 60 71. Porter, M.E. (2008). The five competitive forces that shape strategy . Harvard Business Review, 86 (1), 78 93 Anderson, J. C., Narus, J. A., & van Rossu m, W. (2006). Customer value propositions in business markets. Harvard Business Review, 84(3), 90 99. Kim, W., & Mauborgne, R. (2004). Blue ocean strategy . Harvard Business Review, 82 (10), 76 84. Neilson , G. L., Martin, K. L. and Powers, E. (2008). The secrets to successful strategy execution. . Harvard Bu siness Review , 86 (6), 60 70. 4 The page includes links to extensive references that will help you perform w e ll in this course, including: • How to write a strategic marketing plan • How to find the extra readings referred to in this course outline (we expect you as senior students to be able to do this) • How to access and use statistical information • How to diagnose and solve team issues . This course is designed to encourage participation and active learning, and to prepare you for real world marketing positions. To ensure this, you are expected to read relevant chapters of the text and other assigned readings prior to lectures and TBL ses sions . The text and the readings work together to help you learn and apply the strategic marketing discipline : • The text provides background information about strategic marketing including strategic analysis, strategy development and implementation • The r eadings provide depth around selected topic areas and new thinking and concepts in marketing practice . Assessment 1) Term ’s Test (20%) The term test is held in class in Week 7 during the 3 hr MKTG 301 time slot . F ormat to be advised 2) Marketing Plans (group project) ( 3 0%) The written str ategic marketing plan is due in Week 11 (hard copy handed in at the beginning of class , soft copy emailed to Mike Lee before class ) • The project mark will be moderated by peer assessment (due pm Monday week 13 ) . • S ee project por tfolio for further information. 3) Six In Class TBL assessments (1 0%) • 2 % will be based on your input into each of the six TBL Group discussion document s, and you will be awarded your best 5/6 grades. 4) Final Exam (4 0%) The final ex am will be 3 hours long (closed book) and covers ALL material taught in the course. The format, date and time of this exam is to be advised. The exam will require students to demonstrate their knowledge of the concepts discussed throughout the course. To tal 100% The broad relationship between these assessments and the course learning outcomes is: Learning Outcome Marketing Plan In class TBL assessment Term ’s Test Final Exam 1 X X X X 2 X X X X 3 X X 4 X X Inclusive Learning Students are urged to discuss privately any impairment related requirements face to face and/or in written form with any member of the teaching team. 7 mode before your lecture or TBL session commences. In order to provide a good learning environment for all students, cell phone ringing, texting, or excessive pers onal chatter during lectures is unacceptable and may cause you to be ejected from lectures and especially, tests. Students are expected to express themselves politely to one another and to their lecturer or tutor, during group discussions. Although you are welc ome to bring drinking water to lectures, please be advised that University Lecture Theatre Management policy does not permit food or beverages to be consumed in lecture theatres. Please try to arrive at your lecture or TBL session before it commences, and if you are unavoidably late or have to leave early, please try to minimise the disruption to the class. Communicating with the MKTG 301 Teaching Team: The MKTG 301 Teaching Team consists of your lecturer s , your teaching assistants , and Ms Christina Haung ( Group Services Administrator). Your lecturer s and teaching assistant s will advise you of their contact details and office hour at the first lecture. 1. Outside of scheduled office hours, the BEST way to contact the members of the MKTG 301 Teaching Team is via email. We check email often, and will get back to you as soon as possible. 2. In general, queries regarding m aterial covered in lectures should be directed to the lecturer (Mike or David) . Queries regarding the in class tests and marketing plan should be directed to Angela . Administrative queries (e.g. missed test, enrolment issues etc. ) should be directed to Christina Huang . Group issues and TBL assessment should be reported to Jane Choi . Technical issues related to peer assessment should be reported to L oic Pentao Li . 3. Please DO NOT email all of us at once! If you email the wrong person, the recipient will forward your email to the correct person as soon as possible. If you are unsure who to email your query to, email your lecturer. 4. Please identify yoursel f and the course clearly (all of us are involved in more than one paper), and include a contact telephone number if your query is of a complicated or urgent nature. 5. Please do not use text language to communicate with us. We will not reply to emails that are phrased rudely or that are written in text language. If you cannot attend a weekly test please submit an aegrotat/compassionate pass form (see the University Calendar/Examination Regulations for the relevant procedures). Links to the AEGROTAT/COMPASSIONATE information page: http://www.auckland.ac.nz/uoa /cs aegrotat and compassionate consideration Be aware that you have to apply within 7 days after the test. Note: Acceptable reasons for missing weekly tests include documented illness of yourself or your dependent(s), incarceration and bereavement. Reason s such as going on vacation, sporting or work commitments, or getting the date and/or time of tests wrong etc. are not acceptable. If you are disabled or have other difficulties necessitating special accommodation for the tests (e.g., a longer test time, o r a separate testing room), please advise the Course Coordinator as soon as possible. CECIL System All assignments and announcements will be published during the semester via CECIL. Make sure to check CECIL regularly. Please refer to the Department of Marketing Undergraduate Protocol at the end of this course outline for further information regarding Department polices. 8 DEPARTMENT OF MARKETING UNDERGRADUATE PROTOCOL We, the Marketing Department, regard our relationship with students as very impor tant. This is why we have written this protocol which describes the key policies and practices that will help you to have a clear understanding of what you can expect from your lecturer and what the lecturer can expect from you. In respect to this, our ov erriding principles are consistency and fairness in terms of how each student is treated. Communication Course Coordinators, Lecturers and Tutors will always aim to communicate with you in a timely and efficient manner. The main venue where the course information will be provided are lectures and tutorials. Additionally, the main information related to the c ourse, such as deadlines for your assignments, can be found in the Course Outline. Some Course Outlines may be provided electronically while others are available in hardcopy. We also use Cecil software to help students keep track of their own progress, e .g. allowing students to check their own marks on the web. Some marketing lecturers may also use Cecil software to: ►Provide students with unrestricted access to course materials (lecture notes, case studies and reference materials). Students will be able to access these materials anytime and anywhere via the Internet. ►Keep students informed with changes to the schedule, upcoming events, and opportunities for part time marketing jobs or social events. Please note that the information posted on Cecil do es not fully cover information given in lectures. Therefore, if you miss a class, you should ask other students whether you have missed any important announcements (or materials). It is your responsibility to monitor, read, and keep up to date on all cour se communications. The email address you have listed in Cecil must be one that you use and check most frequently. This is the address to which your course lecturers will send any important messages and updates. Your current mailing address and other con tact details must always be kept up to date on Student Services Online, the University’s online enrolment and student administration system. You can update your personal details by logging on to Student Services Online and then clicking on “Update your det ails”. Grading This is the distribution that students are graded on for undergraduate courses in the Department of Marketing: GRADE DESCRIPTION % A+ Outstanding 90 100 A Excellent 85 89 A Approaching Excellence 80 84 B+ Very good, comfortably meeting expectations 75 79 B Good, meets expectations 70 74 B Good, just meets expectations but minor problems 65 69 C+ Adequate, almost meeting expectations but minor problems 60 64 C Adequate, not quite meeting expectations because of problems 55 59 C Just adequate, not quite meeting expectations because of further problems 50 54 D+ Inadequate, further problems and below expectations 45 49 D Inadequate, well below expectations because of major problems 40 44 D Completely inadequate, well below expectations because of major problems 0 39 9 Please note: The grade scales are indicative only. Scaling may be applied. Assignments Please note that group and individual assignment weightings can NOT be transferred to the final exam/assessment. When handing in your assignments, please use the appropriate cover sheet, and please use your official name, as is currently used in University records. You will have considerable advance notice about the date that assignments are due. Therefore, you must plan your work to give yourself leeway so unforeseen events such as computer problems or losing an assignment do not prevent you from handing the assignment in on time. Unacceptable reasons for a late assignment also include being overseas or other work or spor ting commitments. Acceptable reasons for handing a late assignment might be a longer period of illness prior to the deadline, unexpected incarceration or bereavement. However, in these circumstances you will be required to provide suitable documentation as evidence (e.g. a certificate from the campus Health Centre), as early as possible, but no later than the assignment due date. Students will be penalised for handing in assignments after the due date. Below is a list of penalties that can be expected: 1 day late 10% off grade achieved by student 2 days late 20% off grade achieved by student 3 days late 30% off grade achieved by student 4 days late 40% off grade achieved by student 5 days late 50% off grade achieved by student Note: Assignments handed in five minutes past the deadline are considered one day late. If an assignment is due in on a Friday, then an assignment submitted on Monday is considered to be three days late. Assignments handed in later than five days after the deadline will not be grade d. Although these penalties may seem harsh, their purpose is to prepare you for the expectations your employer will have of you (i.e. planning your time efficiently, and meeting deadlines) while maintaining fair and equitable treatment of all students. F or group assignments, all members of the group will be awarded the same group assignment mark, unless the course coordinator is informed of group issues that may have adversely affected the group work. Such issues must be brought to the attention of the co urse co ordinator before the assignment due date. In group assignments where peer assessment is used, students not contributing equally to the group effort may be penalised. Therefore students should inform their team mates, and the teaching staff, if the y are unable to contribute equitably to the group assignment at any point. Once again, suitable documentation must be given to the course co ordinator as early as possible, but no later than the assignment due date. Grading of Assessments Students can exp ect all mid semester tests and assignments to be graded and returned in tutorials within two weeks (unless otherwise specified by lecturer). Your grades will be viewable on Cecil as soon as they are available. Always remember to compare your grades on Ceci l with the grades that are written on your test or assignments, and report any discrepancies to your lecturer or tutor without delay. Importance of Mid Semester Tests and the Final Exam Mid semester tests provide an opportunity for students to test their individual knowledge under controlled conditions, and also allow students to practice for the final exam. The final exam is an integral part of each paper and accounts for a large percentage of your final grade. Failing the final exam may make it very dif ficult to pass a paper. It is the student’s responsibility to be aware of the location, time, and date of their mid semester tests and final exams. Students who miss mid semester tests or final exams because of ill health or bereavement reasons may apply f or an aegrotat or for compassionate consideration (see the University Calendar/Examination Regulations for the relevant procedures). Be aware that you have to apply within 7 days after the test/exam. Note: Acceptable reasons for missing tests/exams includ e documented illness of yourself or your dependent(s), incarceration and bereavement. Reasons such as going on vacation, sporting or work commitments, or getting the date and/or time of test wrong etc. are not acceptable. If you are disabled 10 or have other difficulties necessitating special accommodation for the test/exam (e.g. a longer test time, or a separate testing room), please advise the Course Coordinator as soon as possible. Class Representatives The Marketing Department values the role of class rep resentatives and encourages students to act in this capacity. Students are encouraged to talk to class representatives about the course. Lecturers really appreciate the class representatives’ feedback. This channel is used as an opportunity to make improve ments to the course. There are two formal class representative meetings during a semester. During these meetings, class representatives have the opportunity to talk to the lecturers and the undergraduate co ordinator about the overall evaluation of the cou rse, and provide ideas and suggestions. Disputes If you have a problem with any Marketing course, first approach your lecturer or course co ordinator. If you are uncomfortable approaching your course co ordinator then please contact the Marketing Depart ment ’s undergraduate co ordinators. Students who wish to query their final exam and/or final grade must do so through the appropriate channels (for the procedure see the University Calendar/Examination Regulations). You can apply only for a recount (not a remark) of your exam. Please do not contact your lecturers directly because they will not be able to give out any information on final exam marks. 11 Attachment: COPYRIGHT WARNING NOTICE This material is protected by copyright and has been copied by and solely for the educational purposes of the University under licence. You may not sell, alter or further reproduce or distribute any part of this course pack/material to any other person. Where provided to you in electronic format, you may only pri nt from it for your own private study and research. Failure to comply with the terms of this warning may expose you to legal action for copyright infringement and/or disciplinary action by the University. CHEATING AND PLAGIARISM The University of Aucklan d regards cheating as a serious academic offence. Plagiarism is a form of cheating. In coursework assignments submitted for marking, plagiarism can occur if you use the work and ideas of others without explicit acknowledgment. Work can be plagiarised fr om many sources, including books, journal articles, the internet, and other students’ assignments. A student’s assessed work may be reviewed against electronic source material using computerised detection mechanisms. Upon reasonable request, students may b e required to provide an electronic version of their work for computerised review. The way of avoiding plagiarism is to reference your work properly. If you are in doubt about how to reference properly, ask someone – your lecturers, tutors and the Studen t Learning Centre are good places to start. Please refer to the following website for further information about academic referencing: www.cite.auckland.ac.nz/ The document Guidelines: Conduct of Coursework provides further advice on how to avoid plagiarism. It can be found at: www.business.auckland.ac.nz/conductcoursework The penalties for plagiarism can be severe, including losing some or all of the marks for the assignment. Major offences can be sent to the University’s Discipline Committee, where further penalties can be imposed. THIRD PARTY ASSISTANCE WITH COURSEWORK While you are encouraged to improve your coursework writing skills and are permitted to seek assistance from third parties you are advised that there are important limits on the amount and type of assistance that can be given to you in completing your assignments, including group work. Third parties include fellow studen ts, reading groups, friends, parents, SLC tutors, and paid for professional editing services. There is a set of guidelines which clearly indicates the type of advice and assistance that can be given. If you are seeking the assistance of any third party y ou are required to give a copy of the guidelines to the person prior to them helping or assisting you. You are also required to only seek and accept help using a printed version of your work, not an electronic version. You must keep a copy of this printe d version and produce it if required. A copy of the guidelines is available at: www.business.auckland.ac.nz/thirdpartyassistance HELP WITH ACADEMIC REFERENCING Acknowledgement of sou rces is an important aspect of academic writing. The University’s Referen©ite website www.cite.auckland.ac.nz provides students with a one stop online resource for academic referencing needs. Referen©ite expl ains the essentials of referencing and how to avoid plagiarism. It also includes practical tools to help students reference correctly, use references effectively in writing, and gives fast access to some major reference formats with examples.
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