成人大片

Course Coordinator: Nigel Barker
email: nigel.barker@adelaide.edu.au
Room: 13.30
Tel: 08 8313 0424

MARKETING GROUNDWORK
Week Date Activity Topic Text Discussions Marketing Advice Report
2-Feb Session 1 Key concepts in marketing Ch 1 We'll do this all in class

Case Study 1 Kraft creates unhappy little Vegemites
9-Feb Session 2 Marketing planning and strategy in a competitive environment Ch 2 P32 Discussion Questions: Q2, Q3, Q8 "Developing your Marketing Plan" P34: All three questions.
P32 Marketing Applications: Q3
Case Study 2 Stormy ride for Queensland’s tourism industry
16-Feb Session 3 Marketing research and information systems Ch 3 P77 Discussion Questions: Q1, Q11, Q12 "Developing your Marketing Plan" P78: Q1, Q4, Q5
P77 Marketing Applications: Q2
Case Study 3 Bom Bom Bom! Re-igniting Kmart’s brand
UNDERSTANDING MARKETS
23-Feb Session 4 Consumer behaviour Ch 4 & 6 P110 Discussion Questions: Q2, Q5, Q6 "Developing your Marketing Plan" P111: Q1, Q2, Q3
P110 Marketing Applications: Q1
Case Study 4 The importance of behavioural change in social marketing
Assignment 2 Due: Midnight Sat February 28 via MyUni
Week Date Activity Topic Text Discussions Marketing Advice Report
2-Mar Session 5 Segmentation, target markets and positioning Ch 5 P148 Discussion Questions: Q2, Q6, Q7 "Developing your Marketing Plan" P149: All four questions.
P148 Marketing Applications: Q3
Case Study 5 Is there a Trek bicycle for everybody?
THE EXPANDED MARKETING MIX
Time Activity Topic Text Discussion Questions Marketing Advice Report
9-Mar Session 6 The power of branding Ch 7 P184 Discussion Questions: Q2, Q3, Q9 "Developing your Marketing Plan" P185/186: All three questions.
P185 Marketing Applications: Q3
Case Study 7 Branding strategy within an unbranded market: A case of the Australian tobacco industry
16-Mar Session 7 Product decisions Ch 8 P245 Discussion Questions: Q2, Q3, Q5 "Developing your Marketing Plan" P246: Q1, Q3, Q4
P246 Marketing Applications: Q1
Case Study 8 Product strategy and innovation at Glaceau Vitaminwater
23-Mar Session 8 Developing and managing goods and services Ch 9 P281 Discussion Questions: Q1, Q3, Q4 "Developing your Marketing Plan" P282: Q2, Q3, Q4
P246 Marketing Applications: Q3
Case Study 9 Pilates Studio
30-Mar Session 9 Pricing decisions Ch 10 P323 Discussion Questions: Q13, Q2, Q7 "Developing your Marketing Plan" P324: All questions.
P323 Marketing Applications: Q2
Case Study 9 Spa Ceylon
Week Date Activity Topic Text Discussions Marketing Advice Report
6-Apr Session 10 Distribution decisions Ch 11 P357 Discussion Questions: Q3, Q6, Q7, Q8 "Developing your Marketing Plan" P358: All questions.
P357 Marketing Applications: Q4
Case Study 11 Why own when you can share?
13-Apr Session 11 Integrating marketing communications & MComms mix variables Ch 12 & 13 P404 Discussion Questions: Q5, Q11, Q13 "Developing your Marketing Plan" P406: All questions.
P405 Marketing Applications: Q4 "Developing your Marketing Plan" P444: Q2, Q3, Q5.
Case Study 13 Bloggers and Social Media Influence: New Opportunities for Brand Marketers
Assignment 3 Due: Midnight Sat April 18 via MyUni
20-Apr Session 12 Expanding the marketing mix & Digital marketing and social networking Ch 14 & 15 P442 Discussion Questions: Q2, Q6, Q11 P491 Discussion Questions: Q5, Q9, Q11
P443 Marketing Applications: Q2 P492 Marketing Applications: Q5
Case Study 15 How a plush toy manufacturer plans its marketing through crowdsourcing
27-Apr Session 13 No Lecture Planned P530 Discussion Questions: Q1, Q4, Q6 P572 Discussion Questions: Q2, Q5, Q9
P530 Marketing Applications: Q1 P573 Marketing Applications: Q2
Exam Revision and Course Wrap

On successful completion of this course students will be able to:
1 Interpret complex marketing issues and problems using relevant theories, concepts and methods
2 Evaluate and synthesise new information and existing knowledge from a multitude of sources and experiences
3 Apply contemporary marketing theories to the demands of business and management practice
4 Critically analyse case studies to derive at recommendations to address marketing issues and opportunities
5 Recognise, and take account of, the importance of ethical conduct in marketing
6 Discuss Marketing Concepts in a professional and engaging manner

Text Book or Cengage NOW: Pride, William M., Ferrell, O.C., Lukas, Bryan A., Schembri, Sharon., Niininen, Outi. Marketing Principles, Cengage, 2015, Melbourne. 9780170254793
Purchase of a “Cengage Now” subscription is sufficient – all of the text information is contained as E-Book support on the website.

Course Website: www.myuni.adelaide.edu.au
Cengage NOW: http://login.cengagebrain.com/course/E-X7FG2JH8HHAFQ

This course consists of lectures, and tutorials with discussions and case study presentations. You MUST be prepared to enter a discussion for the tutorial component


We will also strongly support the face to face work with digital content through the MyUni platform. This will include:
• Broadcast Emails
• Powerpoints
• Lecture recordings on video
• Weekly self check tests
• Digital Feedback on assignments – PDF of assignment rubric & video feedback (MP4)

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.

MARKETING GROUNDWORK
Week Date Activity Topic Text Discussions Marketing Advice Report
2-Feb Session 1 Key concepts in marketing Ch 1 We'll do this all in class

Case Study 1 Kraft creates unhappy little Vegemites
9-Feb Session 2 Marketing planning and strategy in a competitive environment Ch 2 P32 Discussion Questions: Q2, Q3, Q8 "Developing your Marketing Plan" P34: All three questions.
P32 Marketing Applications: Q3
Case Study 2 Stormy ride for Queensland’s tourism industry
16-Feb Session 3 Marketing research and information systems Ch 3 P77 Discussion Questions: Q1, Q11, Q12 "Developing your Marketing Plan" P78: Q1, Q4, Q5
P77 Marketing Applications: Q2
Case Study 3 Bom Bom Bom! Re-igniting Kmart’s brand
UNDERSTANDING MARKETS
23-Feb Session 4 Consumer behaviour Ch 4 & 6 P110 Discussion Questions: Q2, Q5, Q6 "Developing your Marketing Plan" P111: Q1, Q2, Q3
P110 Marketing Applications: Q1
Case Study 4 The importance of behavioural change in social marketing
Assignment 2 Due: Midnight Sat February 28 via MyUni
Week Date Activity Topic Text Discussions Marketing Advice Report
2-Mar Session 5 Segmentation, target markets and positioning Ch 5 P148 Discussion Questions: Q2, Q6, Q7 "Developing your Marketing Plan" P149: All four questions.
P148 Marketing Applications: Q3
Case Study 5 Is there a Trek bicycle for everybody?
THE EXPANDED MARKETING MIX
Time Activity Topic Text Discussion Questions Marketing Advice Report
9-Mar Session 6 The power of branding Ch 7 P184 Discussion Questions: Q2, Q3, Q9 "Developing your Marketing Plan" P185/186: All three questions.
P185 Marketing Applications: Q3
Case Study 7 Branding strategy within an unbranded market: A case of the Australian tobacco industry
16-Mar Session 7 Product decisions Ch 8 P245 Discussion Questions: Q2, Q3, Q5 "Developing your Marketing Plan" P246: Q1, Q3, Q4
P246 Marketing Applications: Q1
Case Study 8 Product strategy and innovation at Glaceau Vitaminwater
23-Mar Session 8 Developing and managing goods and services Ch 9 P281 Discussion Questions: Q1, Q3, Q4 "Developing your Marketing Plan" P282: Q2, Q3, Q4
P246 Marketing Applications: Q3
Case Study 9 Pilates Studio
30-Mar Session 9 Pricing decisions Ch 10 P323 Discussion Questions: Q13, Q2, Q7 "Developing your Marketing Plan" P324: All questions.
P323 Marketing Applications: Q2
Case Study 9 Spa Ceylon
Week Date Activity Topic Text Discussions Marketing Advice Report
6-Apr Session 10 Distribution decisions Ch 11 P357 Discussion Questions: Q3, Q6, Q7, Q8 "Developing your Marketing Plan" P358: All questions.
P357 Marketing Applications: Q4
Case Study 11 Why own when you can share?
13-Apr Session 11 Integrating marketing communications & MComms mix variables Ch 12 & 13 P404 Discussion Questions: Q5, Q11, Q13 "Developing your Marketing Plan" P406: All questions.
P405 Marketing Applications: Q4 "Developing your Marketing Plan" P444: Q2, Q3, Q5.
Case Study 13 Bloggers and Social Media Influence: New Opportunities for Brand Marketers
Assignment 3 Due: Midnight Sat April 18 via MyUni
20-Apr Session 12 Expanding the marketing mix & Digital marketing and social networking Ch 14 & 15 P442 Discussion Questions: Q2, Q6, Q11 P491 Discussion Questions: Q5, Q9, Q11
P443 Marketing Applications: Q2 P492 Marketing Applications: Q5
Case Study 15 How a plush toy manufacturer plans its marketing through crowdsourcing
27-Apr Session 13 No Lecture Planned P530 Discussion Questions: Q1, Q4, Q6 P572 Discussion Questions: Q2, Q5, Q9
P530 Marketing Applications: Q1 P573 Marketing Applications: Q2
Exam Revision and Course Wrap

Assessment Due Date and time Weight Basis Related Learning Outcome

Assignment 1: Participation – Inclass and blog supplement if you like. All sessions 10% Individual Recognise, and take account of, the importance of ethical conduct in marketing
Deliver an oral presentation in a professional and engaging manner
Evaluate and synthesise new information and existing knowledge from a multitude of sources and experiences

Assignment 2: Company Marketing Audit– 1500 words 9am Monday February 27, Via MyUni 15% Individual Interpret complex marketing issues and problems using relevant theories, concepts and methods
Prepare professional, logical and coherent written marketing reports
Apply contemporary marketing theories to the demands of business and management practice

Assignment 3: Company Marketing Advice Report – 3000 words 9am Monday April 17 via MyUni 20% Group work Interpret complex marketing issues and problems using relevant theories, concepts and methods
Apply contemporary marketing theories to the demands of business and management practice
Problem/scope to be negotiated with lecturer Prepare professional, logical and coherent written marketing reports

Assignment 4:Lead a Case Study Discussion Select a case throughout the trimester 5% Group work Critically analyse case studies to derive at recommendations to address marketing issues and opportunities
Deliver an oral presentation in a professional and engaging manner
Recognise, and take account of, the importance of ethical conduct in marketing

Final Exam: 3 hours closed book TBA 50% Individual Evaluate and synthesise new information and existing knowledge from a multitude of sources and experiences
Critically analyse case studies to derive at recommendations to address marketing issues and opportunities

• 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% for individual work and a mark of 50% overall. Students not achieving the minimum exam mark will be awarded no more than 49 for the course.
• Assessment marks prior to the final exam will be displayed on the course website. Students are encouraged to check their marks and notify the Lecturer-in-Charge of any discrepancies.
• Legible hand-writing and the quality of English expression are considered to be integral parts of the assessment process. Marks may be deducted because of poor hand-writing.
• Students must attend at least 80% of classes or they will forgo their right to a supplementary exam on academic grounds

Assignment 1 - Class Discussion and (optional) blog support (Individual grade 10%)
Get involved
By the end of the course, I will know all of you pretty well. I will have spent over 35 hours in a classroom with you, seen some projects and taken attendance (really just as a reminder to me). This is ample opportunity for me to allocate 10% of the course mark to the quality of your contribution. This can be confronting for some people, but part of the transition to senior manager role involves being prepared to comment when the opportunity arises.
So this component of assessment in the course is essentially around the week’s case study, but general engagement within the class is good too.
Why not build a blog?
Grasp the nettle. Many people in business these days are creating a simple reflective blog – allowing it to be public but enhancing their personal brand. If you feel a little uncomfortable about speaking up in class, then why not do some reflection in a blog – even one that is public. This provides a triple benefit; you learn a few new skills, you can supplement the insights you demonstrated in the class, and it pumps you up the Google rankings against your name. In the first session I’ll show you how to get a blog going. It’s a five minute job. For the “tragic” among us, we might feed the blog with an outreach medium such as Twitter.
So for A1 the overarching criterion is as follows:
The instructor’s subjective assessment of the student’s contribution to the discussion of marketing concepts, principles and examples. This can occur in a face-to-face or blog context, or both.
 
Assignment 2 - Company Marketing Audit (Individual grade 15%)
In 1500 words, using a company/product/brand with which you are familiar you are required to conduct a marketing audit. This is a preliminary phase, where you get to view a company through a marketing lens and determine if you would like to use that company for Assignment 3.

Use a business report format (executive summary, table of contents, appendices). Using the learning from Sessions 1-3 you will need to critically assess the organisation/product/brand and its environment and address:
1. Who appears to be the company's customer?
2. What is the customer's need and how is that need being satisfied by the company.
3. Provide a brief environmental scan for your company and indicate opportunities and threats
4. Provide an outline of how your company would apply the five step market research process
5. Utilise your answers to questions 1-4 to derive recommendations for the company/product/brand.

Assignment 2: Assessment Criteria



Assignment 3 – Company Marketing Advice (Group – Pair – Grade 20%)
3000 words – table of contents, appendices and tables are excluded from a word count.
Students will be formed into pairs and will act as a consultants to the company of your choice. You can choose to consult to one of the companies you covered in assignment 2, or a completely new one.
As a pair, you are required to provide marketing advice to your client. This is loosely in the form of a marketing plan and needs to follow the rubric as given below.
Each week’s lecture and discussion content builds to assist you in creating this piece of marketing advice. There is substantial weekly support at the Cengage NOW website http://login.cengagebrain.com/course/E-X7FG2JH8HHAFQ as we work through this.

The Marketing Environment
The marketing environment consists of external forces that directly or indirectly influence an organisation’s acquisition of inputs (human, financial, natural resources and raw materials, and information) and creation of outputs (goods, services, or ideas).
SWOT Analysis
One tool marketers use to assess an organisation’s strengths, weaknesses, opportunities and threats is the SWOT analysis.
Strengths and weaknesses are internal factors that can influence an organisation’s ability to satisfy its target markets.
Opportunities and threats exist independently of the organisation and therefore represent issues to be considered by all organisations, even those that are not competitors.
Marketing Objectives
A marketing objective states what is to be accomplished through marketing activities.
Marketing goals should be based on a careful study of the SWOT analysis and should relate matching strengths to opportunities and/or convert weaknesses and threats.
Marketing Strategy
The next phase in strategic planning is the development of strategies for each functional area of the organisation.
Within the marketing area, a strategy is typically designed around two components: (1) the selection of (a) target market segment(s) and (2) the creation of a marketing mix that will satisfy the needs of the chosen target market.
Implementing Marketing Strategies
Marketing implementation is the process of putting marketing strategies into action.
Controlling Marketing Activities
The formal marketing control process includes the establishment of performance standards, evaluation of actual performance by comparing it with established standards, and reduction of differences between desired and actual performance.

Do:
• Present the case in report format with subheadings and paragraphs following a logical structure.
• Use tables, diagrams and further analysis of data to clarify, illustrate and supplement analysis and support your recommendations.
• Use page numbers and 1½ spacing for ease of reading and feedback.
• Use citations from original sources when they are used, using an accepted format such as Harvard. If sources have not been acknowledged, they will be considered as plagiarised!
• Proof read your reports thoroughly, for grammatical and spelling errors.
Do not:
• (DO NOT) Use bullet points unless you are simply presenting a list which is self explanatory. Bullet points do not lend themselves to discussion and explanations.
• (DO NOT) Copy material or use ideas from other sources without acknowledging the source. Failure to acknowledge the source will be interpreted as plagiarism which is a serious offence.
• (DO NOT) Use SWOT analysis as the only form of analysis - this is a good starting point but you will need to go much further using the concepts from the course as the framework. You may summarise the SWOT analysis in a diagram or a table and briefly explain it in the body of the report.

Assignment 3: Assessment criteria


Assignment 4 - Case Study Presentation and Discussion (Group grade 5%)
Each group of students will briefly present a negotiated case, outline relevant questions and facilitate the related discussion. The focus of each session should be on the previous week’s topics and relevant topics from earlier seminars.

Presenting students will be expected to:
1. provide a brief summary of the case, the relevant environment and issues arising from the case, including prior reading of any websites
2. develop suitable questions for discussion, and
3. give their considered points of view as part of a facilitated discussion of all students in the class.

All students should come prepared and be able to take part in the discussion of issues that arise in the course of the case discussion. The presenting students will facilitate discussion among the class to further explore the question and thinking related to formulating an answer to case discussion questions.

Assignment 4: Assessment criteria

Presentation of Assignments
• Please must retain a copy of all assignments submitted.
• All assignments must be submitted electronically through the MyUni assignments portal
• Please attach an ‘Assignment Cover Sheet’, which is signed and dated by you before submission.
• All group assignments must be attached to a ‘Group Assignment Cover Sheet’, which must be signed and dated by all group members before submission. All team members are expected to contribute approximately equally to a group assignment.
• Lecturers can refuse to accept assignments which do not have a signed acknowledgement of the University’s policy on plagiarism.

No Resubmission
Once your paper is in, it’s in. You can’t take your assessed paper, rework it and resubmit it.

Re-Marking / Disputes
The markers work very closely for consistency. We mark to rubrics (that you have) and we consult throughout the marking process. If you wish to dispute a mark you’ve been given, you need to raise it with the lecturer in charge within a week, giving the areas (referring to the rubric) that you think deserve more attention. You might get an email in response, but you’ll probably be asked to come in and see the lecturer.

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 according to the schedule below. Submitting your assignment late (with or without an extension) also means you miss the primary marking cycle; it probably will get returned to you a lot later than your classmates get theirs.