成人大片

Course Coordinator: Mr Nigel Barker

Email: nigel.barker@adelaide.edu.au

Phone: 08 8313 0424

Location: Room 13.30, Level 13, Nexus 10 Building

Knowledge and Understanding

This course provides an introduction to the fundamentals of marketing. Basic marketing concepts and elements of marketing practice are applied to marketing activities within Australia and the global economy. This course will introduce you to the principles of marketing and, through analyses of real-world marketing issues, will allow you to apply these concepts to address problems and opportunities facing Australian marketers, both domestically and internationally.
Learning Outcomes

By the end of this course students will be able to:

1. Understand the importance in business practice of being marketing oriented;
2. Evaluate market conditions and customers’ needs when forming marketing strategies;
3. Describe a range of common strategies for use with each of the various Marketing mix tools: product, pricing, promotion and distribution;
4. Recommend and justify an appropriate mix of such strategies to form a cohesive overall strategy to address given marketing tasks or situations; and
5. Use examples from current events and real-world marketing situations to apply, illustrate and discuss different marketing strategies.

The textbook for the course will be Lamb, C.W., Hair, J.F., McDaniel, M., Summers, J., and Gardiner, M. (2018) MKTG4, 4th Asia-Pacific Edition, Cengage Learning Australia Pty Ltd

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.

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

The 成人大片’s Barr Smith virtual library provides a range of learning resources including texts, journals, periodicals, magazines, and access to online databases and information services.

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

The 成人大片 believes that education needs to be available to everyone, which means supporting the creation of accessible educational resources. We are actively committed to increasing the accessibility and usability of the courses we produce.

This course has been designed to meet Web Content Accessibility Guidelines 2.0, level AALinks to an external site. by incorporating these features:

Keyboard navigation through all pages and interactions

Alternate text and description text for visual content

Closed captions, text transcripts and audio-only alternatives for all video content

Text transcripts for audio content

Colour and contrast considerations for visual content

Links, headings, tables, and images have been designed to work with screen readers

Font size can be increased with the use of browser control, and

Microsoft Immersive Reader is enabled for all content pages.

While we strive to ensure that this course is as accessible and as usable as possible, we might not always get it right. We always aim to communicate clearly and simply, but this is not always possible when discussing technical subjects.

If there are any issues, please raise this with your tutor as the first point of contact. If you require further assistance, please contact Disability Support.

This course is comprised of 12 modules, over 12 weeks.

You do not have to spend a full week on each module if you would like to progress through them more intensively, but we recommend that you move through each module in sequence (start with Orientation, then Module 1, then Module 2, etc.), as the modules are linked to each other, and to the requirements and timing of assessments.

Key readings are pointed out to you and accessible from within the lesson pages. You can also always find them under the Course Readings tab, marked according to whether they are recommended or optional.

The Assignments tab is where you will find the most up-to-date information on each of the assessments for this course. We recommend that you spend some time at the start of this course getting familiar with the assessments: make sure you know the structure of each assessment and when it is due.

Each week, an interactive session will be held. The interactive sessions will focus on supporting you with the weekly topics and also the assessments. See the Interactive sessions page for details of when these are held.

Throughout the modules, there are also some discussion pages, which provide touchpoints for class discussion of key topics, cases, and issues. These can feed into the interactive sessions, and also provide a way for you to engage with your peers if you cannot attend that week's interactive session. You can find these within the module's lesson sequence, and also find all the discussion pages organised at any time under the Discussions tab.

Finally, keep an eye out for announcements from the teaching team. If we need to provide you with any quick alerts, reminders, or updates, we will make use of the announcements feature, and so recommend that you either regularly check the Announcements tab when engaging with the course materials, or manage your Canvas (MyUni) account notifications (by going to Account > Notifications, and setting your announcement notifications to immediate), so that whenever there are new announcements you receive an email notification.

As part of its commitment to academic integrity, the University has provided a module to prepare you for your studies. The module is available as part of your Online Student Orientation course, with the expectation that you will complete the module in your first study period. The module contains a quiz.

All students are required to complete this module and achieve a score of 100% in the quiz.

You can take the module and quiz as many times as you wish.

Once you have scored 100%, that score will be permanently recorded, so you can retake the module again for revision.

The orientation course and the Academic Integrity module will remain available via your MyUni account as a resource that you can come back to at any point during your studies.

How to complete the module
You only need to complete the Academic Integrity module once, and your completion will be recorded. Visit this link to view our FAQs.

Assessment 1: Marketing critique 

Due date: End of Week 3, Sunday 11:59 pm (ACST)

Weighting Total: 10%


Assessment 2: Discussion engagement

Due date: Ongoing from Module 3 to the end of Week 12, Sunday 11:59 pm (ACST)

Weighting: 10%

Assessment 3: Marketing Plan


Part A: Research

Weighting: 30%

Due date: End of Week 5, Sunday 11:59 pm (ACST)


Part B: Presentation


Weighting: 15%

Due date: End of Week 11, Sunday 11:59 pm (ACST)


Part C: Proposal

Weighting: 35%

Due date: End of Week 12, Sunday 11:59 pm (ACST)

Assessment extensions
Extensions are granted on medical, compassionate or other special circumstances recognised under the University’s Modified Arrangements 芒聙篓for Coursework Assessment policy.

Extension Application form
The completed extension application form and any documentation (such as a medical or counsellor's certification) should be emailed to your tutor, and submitted 2 days before the due date. Your tutor will consider the request in the light of the case made, and University deadlines and may grant an extension of up to 3 days. You will be notified of the result of your request by email.

Late penalties
For each assessment, your grade will be penalised by 5% per day if submitted after the due date and time, unless you have an extension approved by the Course Coordinator.

Academic grievance
If you are dissatisfied with the mark awarded for a particular assessment task, please refer to the University Policy on Student Grievance.

Assessment 1: Marketing critique
You will select a business and critique its most recent marketing activity. You will apply what you have learnt in Modules 1 and 2 to contextualise your understanding of basic marketing concepts. By doing so, you may realise that you often critique marketing activities in everyday life without even realising! You will also gain an understanding of the role that market conditions play when a business is considering a range of marketing strategies.

What knowledge is being assessed?

Identify and demonstrate your understanding of the marketing concepts used.

Recognise and critically evaluate the use of marketing concepts used by organisations.

What skills are being assessed?

Your written communication.

Your ability to research and problem solve.

Your ability to critically evaluate marketing material.

Your ability to apply the knowledge you have acquired from the course.

Due date: End of Week 3, Sunday 11:59 pm (ACST)

Weighting Total: 10%

Assessment 2: Discussion engagement
You will be required to engage in a weekly discussion forum. As each module explores various marketing ideas, the discussion will provide you with an opportunity to consolidate your understanding but also extend it, by engaging in further critical thinking.

Within a module, there may be multiple discussion forums. You are encouraged to participate in all of these, however, for the purposes of this assessment, there is only one discussion forum, per module, that you will be graded on for participation. These discussion forums will always state the word “[GRADED]” in the title.

Within these, you will be asked to state your thoughts, ideas and opinions on the respective prompts. You are also encouraged to respond to your peers’ comments.

What knowledge is being assessed?

Identify and demonstrate your understanding of marketing concepts.

Recognise and critically evaluate the use of marketing concepts.

What skills are being assessed?

Your written communication.

Your ability to research and problem solve.

Your ability to critically evaluate marketing material.

Your ability to apply the knowledge you have acquired from the course.

Due date: Ongoing from Module 3 to the end of Week 12, Sunday 11:59 pm (ACST)

Weighting: 10%

Assessment 3: Marketing Plan
In this assessment, you will undertake the staged development of a Marketing Plan. You will draw upon the contents of, and feedback from, your Part A: Research and Part B: Presentation to create Part C: Marketing Plan for an organisation of your choice.

The purpose of the marketing plan is to ensure a company's marketing activities are aimed at achieving its desired objectives. This assessment will improve your understanding of broader marketing activities and how they fit within the management of a business and its overall strategy.

For the purposes of this assessment, you will propose a marketing strategy for one key marketing goal. That marketing goal is: to grow the business by 3% in the next year.

As mentioned, Assessment 3 has three parts:

Part A: Research

In Part A, you will perform preliminary research about the company of your choice from the provided list Download the provided list, depending on whether you are a Bachelor of International Business or Bachelor of Health Services Management student. This research will form the basis of the marketing plan (Part C), with a focus on identifying key information that influences your company of choice and its marketing activities/strategy. By undergoing this research, you will understand the importance of the marketing environment, and how influential the research that companies must perform is in enhancing their chance of success.

The feedback you receive from Part A will allow you to improve your research before submitting a more concise version of this information as part of the marketing plan (Part C).

Weighting: 30%

Due date: End of Week 5, Sunday 11:59 pm (ACST)

What knowledge is being assessed?

Demonstrate the ability to find key information about markets and major organisations' marketing policies

What skills are being assessed?

Written communication

Research/problem solving

Critical evaluation

Course knowledge

Part B: Presentation

In Part B, you will prepare an audio/visual presentation that identifies and briefly rationalises the key information of your marketing plan. This presentation will take the form of a pitch, aiming to convince listeners that you have done sufficient research to back your proposed marketing strategy. As a result of this assessment, you will practice important skills that marketers undertake in their daily roles, in particular, the presentation of compelling ideas.

The feedback you receive from Part B, in combination with that of which you received from Part A, will allow you to improve your proposal before submitting the marketing plan (Part C).

Weighting: 15%

Due date: End of Week 11, Sunday 11:59 pm (ACST)

What knowledge is being assessed?

Identifying concepts and principles used in marketing

Critical appraisal and use of concepts

Show understanding of how markets function and what influences organisations

What skills are being assessed?

Oral presentation skills

Research skills

Part C: Proposal

In Part C, you will submit a marketing plan. Bringing together the work you completed in Parts A and B, and the respective feedback you received from these submissions, you will use a marketing plan template to propose a marketing strategy for one key marketing goal. Remember, that the marketing goal is: To grow the business by 3% in the next year.

As a result of this assessment, you will gain experience in one of the key areas in ensuring the success of a business… having a well-thought-out marketing plan.

Weighting: 35%

Due date: End of Week 12, Sunday 11:59 pm (ACST)

What knowledge is being assessed?

Identifying concepts and principles used in marketing

Critical appraisal and use of concepts

Show understanding of how markets function and what influences organisations

What skills are being assessed?

Problem-solving skills

Written communication

Research skills

All assessments must be submitted via the online submission platform within MyUni.