MKF1120 Marketing theory and practice Unit Guide Semester 2, 2012

MKF1120
Marketing theory and practice
Unit Guide
Semester 2, 2012
The information contained in this unit guide is correct at time of publication. The University has the right
to change any of the elements contained in this document at any time.
Last updated: 12 Jul 2012

Table of Contents
MKF1120 Marketing theory and practice - Semester 2, 2012................................................................1
Mode of Delivery..............................................................................................................................1
Workload..........................................................................................................................................1
Unit Relationships............................................................................................................................1
Prohibitions..........................................................................................................................1
Chief Examiner............................................................................................................................................1
Campus Lecturer.........................................................................................................................................1
Berwick............................................................................................................................................1
Caulfield...........................................................................................................................................1
Tutors..........................................................................................................................................................2
Berwick............................................................................................................................................2
Caulfield...........................................................................................................................................2
Academic Overview...................................................................................................................................3
Learning Objectives.........................................................................................................................3
Graduate Attributes..........................................................................................................................3
Assessment Summary.....................................................................................................................3
Hurdle Requirements...........................................................................................................3
Second marking...................................................................................................................3
Return of final marks............................................................................................................4
Assessment criteria..............................................................................................................4
Teaching Approach.....................................................................................................................................4
Feedback.....................................................................................................................................................5
Our feedback to You........................................................................................................................5
Your feedback to Us........................................................................................................................5
Previous Student Evaluations of this unit....................................................................................................5
Unit Schedule.............................................................................................................................................6
Assessment Requirements......................................................................................................................7
Assessment Tasks...........................................................................................................................7
Assessment task 1...............................................................................................................7
Assessment task 2...............................................................................................................7
Assessment task 3...............................................................................................................8
Examinations...............................................................................................................................................8
Examination 1..................................................................................................................................9
Assignment submission...............................................................................................................................9
Online submission...........................................................................................................................9
Extensions and penalties.............................................................................................................................9
Referencing requirements...........................................................................................................................9
Other Information....................................................................................................................................11
Policies..........................................................................................................................................11
Student services............................................................................................................................11
Moodle 2........................................................................................................................................11
Prescribed text(s) and readings.........................................................................................12
Recommended text(s) and readings..................................................................................12

MKF1120 Marketing theory and practice - Semester 2, 2012
Introduction to marketing activities undertaken by a wide range of organisations (business, government,
profit, non profit); examines marketing theory, the marketing concept and its evolution from a strategic
and applied perspective. The development of corporate and marketing strategic plans; analysis of an
organisation and marketing's role, value-exchange processes, buyer behaviour, marketing research and
market analysis, the marketing environment, the use of marketing decision making tools; product
concepts, strategies and development; distribution, pricing and communication mix strategies; services
marketing; marketing management, implementation and control processes and procedures.
Mode of Delivery
•
•
Berwick (Day)
Caulfield (Day)
Workload
The total time commitment required for this unit is 144 hours. In addition to the 36 hours of class contact
students are expected to devote an additional 108 hours during the semester to studying for this unit.
This includes time spent in the preparing for and completing assessment tasks, together with time spent
in general study, revision, and exam preparation.
Unit Relationships
Prohibitions
MKC1200, MKG1120, MKP1120, MKW1120
Chief Examiner
Mr Peter Wagstaff (semester 1)
Dr Erica Brady (semester 2)
Campus Lecturer
Berwick
Mrs Azra Bajric-Kolar
Campus: Berwick
Email: Azra.Bajric-Kolar@monash.edu
Contact hours: TBA
Caulfield
Mr Peter Wagstaff
Campus: Caulfield
Phone: +61 3 990 32069
Email: Peter.Wagstaff@monash.edu
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MKF1120 Marketing theory and practice - Semester 2, 2012
Dr Erica Brady
Campus: Caulfield
Phone: +61 3 990 32546
Email: Erica.Brady@monash.edu
Tutors
Berwick
TBA
Caulfield
TBA
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Academic Overview
Learning Objectives
The learning goals associated with this unit are to:
1. describe the key concepts upon which the practice of marketing is based
2. recognise these concepts in the marketplace and in everyday life
3. discuss the role and influence of marketing in the organisational environment
4. discuss how key marketing concepts can be used in analysing a range of marketing problems.
Graduate Attributes
Monash prepares its graduates to be:
1. responsible and effective global citizens who:
a. engage in an internationalised world
b. exhibit cross-cultural competence
c. demonstrate ethical values
2. critical and creative scholars who:
a. produce innovative solutions to problems
b. apply research skills to a range of challenges
c. communicate perceptively and effectively
Assessment Summary
Hurdle Requirements
There is a hurdle requirement in this unit.
The learning outcomes in this unit require students to demonstrate in the individual summative
assessment task a comprehensive understanding of the topics covered in the unit. This is demonstrated
by the requirement that the student must attain a mark of at least 50% in the final summative
assessment task.
A student’s final mark is normally the sum of the marks obtained in all of the individual assessment items
in the unit. Where a student fails the unit solely because of failure to satisfy the hurdle requirement a
mark of 48 will be returned for the unit.
The individual summative assessment task is the final exam.
Second marking
Where an assessment task is given a fail grade by an examiner, that piece of work will be marked again
by a second examiner who will independently evaluate the work, and consult with the first marker. No
student will be awarded a fail grade for an assessment task or unit without a second examiner confirming
the result.
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Academic Overview
Note: Exceptions to this are individual pieces of assessment contributing 10% or less of the final mark,
unless the total of such pieces exceeds 30% of the final mark.
Return of final marks
Faculty policy states that 'the final mark that a student receives for a unit will be determined by the Board
of Examiners on the recommendation of the Chief Examiner taking into account all aspects of
assessment'.
The final mark for this unit will be released by the Board of Examiners on the date nominated in the
Faculty Calendar. Student results will be accessible through the my.monash portal.
Assessment criteria
Assessment Criteria Grading Descriptors available at:
http://www.buseco.monash.edu.au/esg/agu/policies/assessment.html.
Assessment Task Value Due Date
Weekly Tutorial Exercises 10% In tutorials, weeks 2, 4, 6, 7, 8, 9, 11
Essay 20% To be submitted online (Moodle) by 9:00am, Friday 24 August
2012 (week 5).
Semester test 20% Week 10, in tutorials
Examination 1 50% To be advised
Teaching Approach
Lecture and tutorials or problem classes
The unit is presented in 2 x 1-hour lectures and a 1-hour tutorial each week. There are 36 hours in total
of class contact time during the semester. However, this time is not sufficient for you to succeed in the
unit and you will need to invest an additional 9 hours per week, incrementally and consistently
throughout the semester, in order to gain the opportunity for a reasonable grade.
University is an environment whereby students must take responsibility for their own learning and
development of knowledge. The lectures are designed to provide you with an overview of the principles
of marketing, but are not a summary of the textbook. They will provide you with examples of the
marketing principles ‘in action’ and they will also provide support for assessment in terms of report
writing, examination skills, etc. In the interests of developing your independent learning skills and
enhancing student participation, lecture outlines will be made available on the unit website. Lectures are
designed to assist you to achieve the unit objectives listed above.
The tutorial focus is on both skills development and knowledge development. They are designed to
assist you with assessment and developing the skills listed using marketing knowledge. Please note that
tutorials and lectures are of limited value if you do not prepare in advance. They are a learning resource
for you, not a replacement of your own independent learning.
It is important to understand whilst there are core theoretical marketing principles and processes you
must learn and understand, that there are a few ‘absolutes’ in the marketing of an offer and the correct
answers for marketing any offer may not be found in a textbook. This unit will attempt to help you build
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Academic Overview
the cognitive, affective and attitudinal capabilities necessary to be a good marketer though employing
discussion, reading and analysis, and preparation of assignments.
Feedback
Our feedback to You
Types of feedback you can expect to receive in this unit are:
•
•
•
Informal feedback on progress in labs/tutes
Graded assignments with comments
Quiz results
Your feedback to Us
Monash is committed to excellence in education and regularly seeks feedback from students, employers
and staff. One of the key formal ways students have to provide feedback is through SETU, Student
Evaluation of Teacher and Unit. The University's student evaluation policy requires that every unit is
evaluated each year. Students are strongly encouraged to complete the surveys. The feedback is
anonymous and provides the Faculty with evidence of aspects that students are satisfied and areas for
improvement.
For more information on Monash's educational strategy, and on student evaluations, see:
http://www.monash.edu.au/about/monash-directions/directions.html
http://www.policy.monash.edu/policy-bank/academic/education/quality/student-evaluation-policy.html
Previous Student Evaluations of this unit
Student feedback has highlighted the following strengths in this unit: students are able to achieve the
stated learning objectives, the unit is intellectually stimulating, learning resources support students' study
in the unit, and feedback is timely and useful.
Student feedback has also informed improvements to the unit, including: volume and timing of
assessment tasks, choice of textbook and other learning resources, and activities conducted during
tutorials
If you wish to view how previous students rated this unit, please go to
https://emuapps.monash.edu.au/unitevaluations/index.jsp
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Unit Schedule
Week Activities Assessment
0 O-week: Access Moodle No formal assessment or activities are
undertaken in week 0
1 Introduction to the unit, the value framework
2 Marketing basics, history and philosophy of marketing;
Essay advice
3 The marketing environment
Tutorial exercise
4 Marketing information Tutorial exercise
5 Buyer behaviour Submit essay (20%)
6 Segmentation, targeting and positioning; the extended
marketing mix
Tutorial exercise
7 Marketing mix: Product Tutorial exercise
8 Marketing mix: Price Tutorial exercise
9 Marketing mix: Distribution (place) Tutorial exercise
10 Marketing mix: Integrated marketing communication
(promotion)
Semester test (20%)
11 Current issues in marketing practice Tutorial exercise
12 Strategy and planning, review and exam preparation
SWOT VAC
Examination period LINK to Assessment Policy:
http://policy.monash.edu.au/policy-bank/
academic/education/assessment/
assessment-in-coursework-policy.html
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Assessment Requirements
Assessment Tasks
•
•
Assessment task 1
Title:
Weekly Tutorial Exercises
Due date:
In tutorials, weeks 2, 4, 6, 7, 8, 9, 11
Details of task:
Most weeks during semester there will be a “tutorial exercise” available for download from
the unit website. You are to complete the exercises prior to the tutorial. Your answers are
to be handed to your tutor who will assess them and return them to you in the following
tutorial.
Word limit:
Maximum 1 piece of paper
Weighting/Value:
10%
Estimated return date:
Weekly tutorial answers will be returned to students during tutorials the week following
submission.
Criteria for marking:
This is a series of seven individual assessment tasks, worth 10% of the marks in the unit.
The grades returned to students will be based on your use of marketing theory, as well as
your ability to apply that theory to practice.
Learning objectives assessed:
1, 2, 3 and 4
Submission details:
Tutorial exercises will only be accepted by your tutor, and only during your allocated
tutorial time in the week that they are due. If you are absent from a tutorial without
documented and appropriate evidence (e.g. medical certificate), then you will receive zero
(0) marks for that week’s tutorial exercise. Late or email submission of tutorial exercise
answers will not be accepted.
Assessment task 2
Title:
Essay
Due date:
To be submitted online (Moodle) by 9:00am, Friday 24 August 2012 (week 5).
Details of task:
Using the business Flexicar (www.flexicar.com.au) as an example, you are to write an
essay explaining:
♦
♦
♦
Marketing (as a business philosophy);
Customer value; and
The link between customer value and marketing.
The format must be an essay – refer to the Q-Manual for further guidelines on our
expectations of an essay. You are welcome to use headings and tables within your essay
if you wish. Your assignment should be fully and correctly referenced using the APA
referencing style, and you should use at least five (5) sources of information - at least
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Assessment Requirements
•
two of these should be from academic journals.
Word limit:
1,500 words (10% tolerance) excluding cover and title pages and references.
Weighting/Value:
20%
Estimated return date:
Assessed essays will be returned to students by the end of week 7 of semester.
Criteria for marking:
This will be available on the unit website
Learning objectives assessed:
1, 2, 3 and 4
Submission details:
Submission instructions, further guidelines and marking criteria are available on the
MKF1120 website.
Penalties for late lodgement:
A penalty of 10 percent of the available marks for this essay will be deducted for each day
(or part-thereof) that the assessment is late.
Assessment coversheet:
Work submitted for assessment must be accompanied by a completed copy of the Faculty
Cover Sheet which has been signed by the student. NO assignment will be accepted or
marked if it is not accompanied fully completed and signed Faculty Assignment Cover
Sheet. If the assignment is submitted with an incomplete or unsigned Faculty Assignment
Cover Sheet will be deemed as late and incur late penalties until the cover sheet is
completed correctly.
http://www.buseco.monash.edu.au/student/forms/index.html
Assessment task 3
Title:
Semester test
Due date:
Week 10, in tutorials
Details of task:
During tutorials in week 10 of semester. The test will be held in a computer lab, details of
location are available in Allocate+. You will have 45 minutes to complete this test.
This is a closed-book multiple-choice test, to be completed online in a designated Monash
computer lab during your scheduled tutorial time. Further details will be available on the
unit website in week 9 of semester.
Weighting/Value:
20%
Estimated return date:
Results for the semester test will be given to students at the end of week 10 via the unit
website.
Learning objectives assessed:
1, 2, 3, 4
Examinations
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Assessment Requirements
•
Examination 1
Weighting:
50%
Length:
2 hours
Type (open/closed book):
Closed book
Electronic devices allowed in the exam:
None
Assignment submission
Online submission
If Electronic Submission has been approved for your unit, please submit your work via the VLE site for
this unit, which you can access via links in the my.monash portal.
Extensions and penalties
Submissions for an extension of time for the completion of assignments (including the mid semester
assessment) must be presented in writing (they may be sent electronically) and approved by the Unit
Coordinator (extensions will not be granted by your tutor). Extensions will only be granted with current
and legitimate proof – current medical certificate, counsellor’s certificate or other appropriate
documented evidence. You should refer to the following website for detail information concerning special
consideration.
http://www.buseco.monash.edu.au/student/exams/specconsemester.php
The Unit Coordinator reserves the right to deny an extension if proof of incapacitation is not sufficient.
Students should back-up their work in multiple ways to ensure issues of disk corruption and loss of work
are minimised. Extensions will not be granted for loss of work, disk corruption, or printer problems.
Referencing requirements
You will often be directed to cite the source of the ideas, statistics, direct quotations and general
information that you use to prepare your written assignments.
This is important for a number of reasons.
Firstly, it is good professional and ethical conduct to always give due credit to those people whose work
you have borrowed.
Secondly, it is an element of good communication to ensure that your readers can expand their
understanding of your writing by accessing the same sources you have used to formulate your thoughts.
Thirdly, all organisations, including your present or future employer, have written or understood rules of
the behaviour that is valued in that organisation. These rules often include the ways that it communicates
internally and externally. In the academic organisation the intellectual property of other researchers and
writers is highly valued. Citing their work is a way of acknowledging their contribution to scholarship.
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Assessment Requirements
For guidelines on referencing and essay writing please refer to the faculty Q Manual. Copies of this
Manual can be obtained on line at: http://www.buseco.monash.edu.au/publications/qmanual/
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Other Information
Policies
Monash has educational policies, procedures and guidelines, which are designed to ensure that staff and
students are aware of the University's academic standards, and to provide advice on how they might
uphold them. You can find Monash's Education Policies at:
http://policy.monash.edu.au/policy-bank/academic/education/index.html
Key educational policies include:
• Plagiarism
(http://www.policy.monash.edu/policy-bank/academic/education/conduct/plagiarism-policy.html)
• Assessment
(http://www.policy.monash.edu/policy-bank/academic/education/assessment/assessment-in-coursework-po
• Special Consideration
(http://www.policy.monash.edu/policy-bank/academic/education/assessment/special-consideration-policy.h
• Grading Scale
(http://www.policy.monash.edu/policy-bank/academic/education/assessment/grading-scale-policy.html)
• Discipline: Student Policy
(http://www.policy.monash.edu/policy-bank/academic/education/conduct/student-discipline-policy.html)
• Academic Calendar and Semesters (http://www.monash.edu.au/students/key-dates/);
• Orientation and Transition (http://www.infotech.monash.edu.au/resources/student/orientation/);
and
• Academic and Administrative Complaints and Grievances Policy
(http://www.policy.monash.edu/policy-bank/academic/education/management/complaints-grievance-policy.
Student services
The University provides many different kinds of support services for you. Contact your tutor if you need
advice and see the range of services available at www.monash.edu.au/students
The Monash University Library provides a range of services and resources that enable you to save time
and be more effective in your learning and research. Go to http://www.lib.monash.edu.au or the library
tab in my.monash portal for more information.
Students who have a disability or medical condition are welcome to contact the Disability Liaison Unit to
discuss academic support services. Disability Liaison Officers (DLOs) visit all Victorian campuses on a
regular basis
• Website: http://adm.monash.edu/sss/equity-diversity/disability-liaison/index.html;
• Telephone: 03 9905 5704 to book an appointment with a DLO;
• Email: dlu@monash.edu
• Drop In: Equity and Diversity Centre, Level 1 Gallery Building (Building 55), Monash University,
Clayton Campus.
Moodle 2
All unit and lecture materials, plus other information of importance to students, are available through the
virtual learning environment Moodle site. You can access Moodle via the my.monash portal.
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Other Information
Where to go for help
If you're stuck, confused or simply not sure how to approach Moodle, there are a number of Moodle
resources that you can tap into.
Prescribed text(s) and readings
It is not necessary to purchase a textbook for this unit. A complete set of resources will be available
through Moodle. Should you wish to use a textbook see the recommended text below.
Recommended text(s) and readings
Recommended text:
Kotler, P., Brown, L., Burton, S., Deans, K. and Armstrong, G., (2010). Marketing, 8th ed. Pearson
Education.
The review and use of academic and practitioner journals is an important part of building knowledge and
insight into marketing theory and practice. We recommend that marketing students read the following;
newspapers, magazines and online resources: The Age, The Financial Review, The Australian,
Mumbrella, Marketing, B&T Weekly and BRW. These journals will also be very useful in the preparation
of assignments in this and other business units.
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