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Dr. Rebecca Dolan. has experience teaching both undergraduate and postgraduate marketing, with specific a focus and interest in marketing management, marketing communications and digital marketing. Rebecca's research focusses on contemporary issues in marketing such as digital disruption, social media, and customer engagement. She has a particular interest in deriving insights from Big Data, particularly investigating patterns of online consumer behaviour through digital and social analytics. Rebecca’s research has been published in the Journal of Strategic Marketing and The International Journal of Wine Business Research, The Journal of Tourism and Hospitality Management, and The British Journal of Educational Technology, ­among others. Rebecca has over 10 years experience working in the wine industry, consulting on a range of projects including website and digital presence development, direct marketing, and brand strategy.

Students in this course are expected to attend one 2-hour lectures each week starting in Week 1; and a 1-hour tutorial each week starting in Week 2. A detailed timetable will be available on MyUni.

Knowledge and Understanding
This course is designed to provide students with a basic understanding of the fundamental principles of Marketing. There will be a focus on the management of the marketing activities and how marketing relates to the overall organisational functioning and how the individual elements of marketing are coordinated in a strategic manner. Additionally, the course aims to provide some opportunities for the practical implementation of the main concepts covered and the development of problem solving skills through the use of case studies.

Leaning Outcomes
By the end of this course students will be able to:
1. Understand the fundamental principles of marketing
2. Explain marketing concepts and ideas in their own words
3. Develop an organisation’s marketing strategy and implementation as part of a simulation
4. Think strategically about marketing issues
5. Develop an argument and express themselves clearly in written and oral communication
6. Consider ethical issues

The textbook for the course will be Lamb, C.W., Hair, J.F., McDaniel, M., Summers, J., and Gardiner, M. (2015) MKTG3, 3rd Asia-Pacific Edition, Cengage Learning Australia Pty Ltd (ISBN 9780170355506). 

This text is also available as an e-book. The textbook has a related website address which provides additional and updated material including relevant websites and self-testing tools.

To be provided via MyUni page.

Resources for this course are available from the relevant MyUni site.

As outlined in the course timetable, this course uses face-to-face lectures and tutorials, online video and learning content, as well as a marketing simulation game. I will discuss the timetable in depth in the first session.

The information below is provided as a guide to assist students in engaging appropriately with the course requirements. As a guide, a 3 unit course comprises a total of 156 hours work (this includes face-to-face contact, any online components, and self-directed study).

Students in this course are expected to attend all lectures (all lectures will be posted as videos online) throughout the semester plus one tutorial class each week and engage with the online learning content in the relevant weeks.

Tutorial classes will be held weekly commencing week 2. Membership of tutorial classes is to be finalised by the end of the third week of the semester.

Week	Topic	Readings (Chapters)	Tutorials
	Introduction to Marketing and Customer Value (incl introduction to simulation) Marketing Strategy & Planning	1 2, 3	No tutorial
2	Segmentation, Targeting, and Positioning Market Research	6 7	Tutorial 1
3	Buyer Behaviour	4, 5	Tutorial 2
4	Product Strategy & Branding	8, 9	Tutorial 3 - Computer pool
5	Pricing & Distribution Strategy	11, 14	Tutorial 4
6	Integrated Marketing Communications	12, 13	Tutorial 5
7	No Lecture: Simulation ***First round due***		Mentoring Sessions
8	No Lecture: Simulation ***Second and third round due***		Mentoring Sessions
9	No Lecture: Simulation ***Fourth and fifth round due		Tutorial 6
10	Marketing and new Technology Global Marketing	16 15	Tutorial 7
11	Marketing Ethics Services and Relationship Marketing	3 10	Tutorial 8
12	Course Review and Exam Preparation		Tutorial 9

As part of this course you will work with a group of students on developing and marketing your own backpack as part of a marketing simulation. To support your learning process as you engage with the simulation and compete against other student teams, two mentoring sessions will be scheduled for each group to meet with a senior academic at set days/times. During those sessions you can ask any questions, discuss your decisions and strategies as well as more generally reflect on your learning.

Assessment item	Due Date and Time	Weighting	Related Learning Outcome
Assignment Individual Assessment	Week 6	15%	1, 2, 4, 6
Simulation Result Group Assessment Individual Assessment	Attendance Mentoring Sessions - Weeks 8-9	5%	All (excl. oral presentation)
Simulation Reflection Presentation Group Assessment	Weeks 11 and 12 Hard copy of the presentation slides needs to be provided to tutor at time of presentation	10%	All
Tutorial Participation	NA	10%	All
Final Exam 3 hours; closed book	TBA	60%	All (excl. oral presentation)
Total		100%

• To gain a pass for this course, a mark of at least 45% must be obtained on the examination as well as a total of at least 50% overall. Students not achieving the minimum exam mark will be awarded no more than 49.

• All assignments are to be lodged prior to the due date and time. A late assignment where no extension has been granted will be penalised by a reduction of 5% of the mark given for each day, or part of a day, that it is late.

• Extensions to the due date of individual assessment may be granted under special circumstances. An extension request or application for supplementary exam based on illness or compassionate grounds must include the "Supporting Statement / Certification Form" that is page 4 of the Supplementary Assessment application available at:  Students applying for an extension based on medical reasons must visit their medical practitioner, with that approved University form, and have the medical practitioner complete it. A normal doctor's certificate will not be accepted.

• Legible hand-writing and the quality of English expression are considered to be integral parts of the assessment process. Marks may be deducted in the final examination because of poor hand-writing.

• Students in this course are not permitted to take a DICTIONARY (English or English-Foreign) into the examination. In this course, the use of calculators in the examination is not permitted. Also, students are not permitted to bring mobile phones into the examination.

• Assessment rubrics will be provided in the tutorials and posted on MyUni.

For all assessment components, please ensure that you familiarise yourself with the rubrics. These are available on MyUni.

Assignment (Individual Assessment) 15%

This assessment is designed to prepare students for the decisions that have to be taken to complete the simulation game and successfully market their backpack. As part of this assignment, students will expand on the alternative strategies that could be adopted as well as their advantages and disadvantages. The assignment should not exceed 1000 words.

Choose one area of decision making:
- Target segment
- Product strategy
- Pricing strategy
- Distribution strategy
- Promotion strategy (optional for all groups, as the assignment is due prior to relevant lecture)

Your assignment should include the following points:
1. Think creatively and generate a list of alternative strategies;
2. Briefly discuss the advantages and disadvantages of each strategy;
3. Choose one strategy and discuss your reasoning for this choice.
Please ensure that you integrate relevant marketing theory and concepts into your discussion.

To achieve maximum benefit of this exercise, each group must cover at least four different areas of decision making (e.g. target segment, product strategy etc). Hence, please make sure that you allocate different areas of decision making to individual members of the group. Please ensure that you are familiar with the relevant marking rubric prior to completing your assignment (available on MyUni).


Simulation
Attendance at mentoring sessions 5%

Getting started on the simulation:

1. Go the web address provided by your Instructor on the MyUni Simulation section.
2. Click the “Register Now” Button.
3. Enter your email address.
4. Enter your access code, select “Buy Online”.
5. Complete the registration form, click “Submit”
6. Log into mhpractice.com and start playing Practice Marketing.

N.B. 1. You will need to register with your official enrolment name (as per university records) to be identified and allocated a grade.
2. You will also need to register with your University email address i.e. firstname.surname@student.adelaide.edu.au (do not use you astudent id email address). Students must ensure they have followed instructions to access the practice games and the final assessed simulation game.

Practice Games
It is each individual’s responsibility to have access to the simulation practice game by Week 4 (tutorial 2). Week 4 tutorials will run through the game in computer labs and each student will be able to access practice games. You will need to register with your tutor’s link (on MyUni) prior to the commencement of practice games. If you register after this date and time, you will not have access to all practice games. The practice games are not assessable.

Simulation
In groups of approx. 5, students are expected to compete against other groups in their tutorial in a marketing simulation game. All the relevant information on the simulation will be provided in the first lecture and during the first tutorials, with additional information uploaded on MyUni. Two mentoring sessions will be held in Week 7 and 8 with a senior academic to discuss your strategy and any related questions.

Please assign a team captain that is responsible for contacting your tutor on your group’s behalf and keeping a group diary/meeting minutes.

All students within a group will share the same mark for the simulation game result. It is your responsibility to ensure that all members of the team work together in deriving decisions that need to be made for each round. Your group is expected to make one turn per the due date, which means your group must make one decision for all of the marketing strategy components before each turn (please note that this decision could be that in some instances would be to keep your strategy as is). Teams experiencing problems with one member should report this to their tutor as soon as the problems emerge.

The deadlines for each round are include in the course timetable. There will be no excuses for missing the deadline for each simulation round.

N.B. If you are having problems with accessing Practice Marketing, please refer to the simulation trouble shooting documents on MyUni or go to www.mhhe.com/support or call 1800 646 572. McGraw Hill representatives are able to assist you with technical problems, not your tutor/lecturer.


Simulation Reflection Presentation 10%

Due Date: Weeks 11 and 12; differs depending on the tutorial enrolment

The purpose of this 15 minute (max.) group presentation is to demonstrate what you have learned through the process of marketing your backpack, developing and revising your marketing strategy, including all marketing mix elements, analysing target markets, competition and performance, as well as receiving insight from the various departments of your virtual organisation. As part of this reflection presentation, groups are required to identify two marketing strategies implemented in the simulation (one that was successful and another that was unsuccessful) using marketing concepts and terminologies learned throughout the course, and explain why the decisions were made. Finally, groups should identify alternative strategies that they could implement in the future if they were to encounter a similar problem as a marketing professional. Groups should draw from and reflect on their individual assignment. A handout of your power point slides (3 slides per page) should be provided to your tutor in class on the day and time you present.


Tutorial Participation 10%

A mark is awarded for tutorial participation and attendance. Students are required to not only attend tutorials but to prepare the questions outlined below and to actively participate in the tutorial discussions. Tutorial content and required preparation are outlined in the following table.


Tutorial Schedule
The tutorial schedule is provided on MyUni.

Extensions to the due date of individual assessment may be granted under special circumstances. An extension request based on illness or on exceptional personal circumstances must include the "Supporting Statement / Certification Form" that is page 4 of the Supplementary Assessment application available at:

Students applying for an extension based on medical reasons must visit their medical practitioner, with that approved University form, and have the medical practitioner complete it. A normal doctor's certificate will not be accepted. For supplementary examination on compassionate grounds refer to:
Quality of English expression is considered to be an integral part of the assessment process. Marks may be deducted because of grammar and spelling.

Presentation of Assignments

• Please retain a copy of all assignments submitted.
• Markers can refuse to accept assignments which do not have a signed acknowledgement of the University’s Policy on Plagiarism: www.adelaide.edu.au/policies/230/.
• For this course, students are required to submit their assignment via MyUni
• It is the students’ responsibility to ensure that copies of assignments have been received by the teaching staff.

Assignment Guidelines including Referencing Details

A copy of the Communication Skills Guide will have been given to you at the beginning of your program. This guide will assist you structure your assignments. A copy of the guide can also be downloaded from

This publication also provides guidelines on a range of other important communication skills including writing essays and management reports, making oral presentations etc. In preparing any written piece of assessment for your undergraduate studies it is important to draw on the relevant ‘literature’ to support critical analysis. Also essential is to reference the literature used. Correct referencing is important because it identifies the source of the ideas and arguments that you present, and sometimes the source of the actual words you use, and helps to avoid the problem of plagiarism.

Further assistance with referencing is available from the Faculty’s Learning Support Advisors. The contact details are provided on page 6 of the Communication Skills Guide.


Late Assignment Submission

Students are expected to submit their work by the due date to maintain a fair and equitable system. Extensions will generally only be given for medical or other serious reasons. All requests for extensions must be emailed to the lecturer in charge of the course before the due date. Each request will be assessed on its merits. A late assignment (without prior arrangement) will be penalised by a 5% mark reduction for each day that it is late.