MARK101 Subject Outline

School of Management, Operations and Marketing MARK101: Marketing Principles
Subject Outline
6 credit points
Subject Information
Autumn, 2014
Wollongong On Campus
Lecture Information: Thursdays, 10:30 - 12:30, 40.153 (HOPE Theatre) Pre-requisites: Nil Co-requisites: Nil Restrictions: None Contact Hours: 2 hours lecture and 1 hour tutorial Online Subject Material: See Subject Moodle site.
Teaching Staff
Teaching Role Name Telephone Email Room Consultation Times Coordinator and Lecturer Dr. Venkat Yanamandram 4221 3754 venkaty@uow.edu.au 40A.181 Monday 09:30 - 11:30 Thursday 14:30 - 16:30 (Other times by appointment)
MARK101 Subject Outline
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Teaching Role Name Telephone Email Room Consultation Times Teaching Role Name Telephone Email Room Consultation Times
Head Tutor Ms Diane Coves TBA dcoves@uow.edu.au TBA TBA Tutor Mr Logi Karlsson TBA logi@uow.edu.au TBA TBA
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Email Etiquette: Consultation with your subject coordinator and/or teachers via email
Your teachers receive many emails each day. In order to enable them to respond to your emails appropriately and in a timely fashion, students are asked to observe basic requirements of professional communication: Consider what the communication is about Is your question addressed elsewhere (e.g. in this subject outline or, where applicable, on the subject's eLearning site)? Is it something that is better discussed in person or by telephone? This may be the case if your query requires a lengthy response or a dialogue in order to address. If so, see consultation times above and/or schedule an appointment. Are you addressing your request to the most appropriate person?
Specific email title/ header to enable easy identification of subject related/ student emails Identify the subject code of the subject you are enquiring about (as your teacher may be involved in more than one subject) in the email header. Add a brief, specific header after the subject code where appropriate
Professional courtesy Address your teacher appropriately by name (and formal title if you do not yet know them). Use full words (avoid 'text-speak' abbreviations), correct grammar and correct spelling. Be respectful and courteous. Allow 3 - 4 working days for a response before following up. If the matter is legitimately urgent, you may wish to try telephoning the staff member (and leaving a voicemail message if necessary) or contacting the relevant school. Please ensure that you include your full name and identify your seminar or tutorial group in your email so that your teachers know who they are communicating with and can follow-up personally where appropriate.
A guide to eLearning 'Netiquette' is available at http://www.uow.edu.au/student/elearning/netiquette/index.html. The basic principles of Netiquette also apply to email communication.
Copyright
Commonwealth of Australia Copyright Regulations 1969 2014 University of Wollongong The original material prepared for this guide is covered by copyright. Apart from fair dealing for the purposes of private study, research, criticism or review, as permitted under the Copyright Act, no part may be reproduced by any process without written permission.
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Table of Contents
Section A: General Information ...................................................................................................................... 5 Learning Outcomes and Graduate Qualities ................................................................................................. 5 Student Learning Outcomes ..................................................................................................................... 5 Subject Description ................................................................................................................................... 5 Graduate Qualities .................................................................................................................................... 5 Readings, References and Materials ............................................................................................................ 6 Major Text(s) ............................................................................................................................................. 6 Key References ........................................................................................................................................ 6 Recommended Background and Further Reading ................................................................................... 6 Lectures, Tutorials and Attendance Requirements ....................................................................................... 7 Lecture Times * ......................................................................................................................................... 7 Lecture Program * ..................................................................................................................................... 7 Additional Lecture Comments ................................................................................................................... 7 Tutorial Times ........................................................................................................................................... 8 Tutorial Program ....................................................................................................................................... 8 Additional Tutorial/Seminar/Workshop Comments ................................................................................. 10 Attendance Requirements ........................................................................................................................... 10 Recent Improvements to Subject ................................................................................................................ 10 Section B: Assessment ................................................................................................................................. 11 Assessment Summary ................................................................................................................................ 11 Performance Level ...................................................................................................................................... 20 Types of Assessment and Collaboration ..................................................................................................... 20 Submission, Retention and Collection of Written Assessment ................................................................... 21 Submitting Assessment Tasks ................................................................................................................ 21 Faxing, Posting and Emailing Assessment Work ................................................................................... 21 Late Submission of Assessment Tasks .................................................................................................. 21 Collection ................................................................................................................................................ 21 Retention ................................................................................................................................................. 21 Scaling ......................................................................................................................................................... 22 Plagiarism .................................................................................................................................................... 22 Faculty of Business Plagiarism Prevention Policy .................................................................................. 22 Referencing ................................................................................................................................................. 22 Why do you need to reference? .............................................................................................................. 22 The Harvard System of Referencing ...................................................................................................... 22 Citation of Internet Sources .................................................................................................................... 23 Section C: General Advice for Students ..................................................................................................... 24 Library Services ........................................................................................................................................... 24
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Section A: General Information

Learning Outcomes and Graduate Qualities
Student Learning Outcomes On successful completion of this subject students will be able to: 1. Demonstrate an understanding of the key concepts and principles of marketing; 2. Describe the process of creating a marketing plan; 3. Recognise and demonstrate the role of social responsibility and ethics in improving marketing performance; 4. Explain how different elements of marketing mix can be used to address a range of marketing issues facing organisations; 5. Demonstrate in a written report critical analysis and problem solving competencies when approaching marketing issues; 6. Demonstrate an understanding of the use of specified Information Communication Technologies. Subject Description Marketing is a set of activities and processes for creating, communicating and delivering offerings and facilitating satisfying exchange relationships in a way that delivers value for consumers and society. Organisations need to know how to define and segment a market and how to position themselves strongly by identifying marketing opportunities and problems, and developing products, services, experiences and ideas for chosen target markets more effectively than their competitors. Marketing is essential for all organisations including manufacturers, wholesalers, retailers, professional services firms including lawyers, accountants and architects, and non-profit institutions including charities and museums. The subject examines the fundamental concepts underpinning the marketing process and theories relevant to the study and practice of marketing. It serves as a foundation for further studies in business by developing an overview of where marketing fits within organisations and what framework marketing provides for enhancing and enabling the conduct of a business. Graduate Qualities The Faculty has five Graduate Qualities which we aim to progressively develop in our students through learning and teaching. Graduate Qualities Taught, Practised or Assessed in this Subject Yes
Graduate Quality
Our graduates will: have gained appropriate conceptual and applied knowledge that is research-based
Informed
have developed skills for independent thinking and life-long learning acknowledge the work and ideas of others be innovative in their thinking and work practices
Innovative Flexible Socially Responsible Connected
and
be flexible in their approach be able to apply creativity and logical analysis to solving business and social issues appreciate the social and ethical dimensions of business be able to make informed choices for the benefit of society be able to work and network effectively with others appreciate the links between ideas and practice in domestic and international business, the public sector and community contexts demonstrate an effective level of interpersonal, written, and verbal communication skills show an understanding of intercultural communication practices
Yes
Yes
Yes
Communicators
Yes
These qualities have also been formulated to contribute to the UOW Graduate Qualities. You can see how the Graduate Qualities are linked at http://business.uow.edu.au/future-students/graduatequalities/UOW152875.html
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Readings, References and Materials

Major Text(s) Armstrong, G., Adam, S., Denize, S. and Kotler, P. (2012), Principles of Marketing, 5th edition, Pearson Australia, Frenchs Forest, Australia. The Text + Mastering Code + ebook (ISBN 9314994246292) is available as a package from the UOW Unishop for $152.55. An electronic copy (e-book) on its own can be purchased directly (online) from the Publisher at a lower price over the paperback version. Details on how to purchase only the ebook will be provided during the first lecture. Although other introductory marketing books can be used as supplementary resources, they should not be used as substitutes for the prescribed textbook. All class activities, multiple-choice test and exam questions are based on lecture materials, and content from the prescribed textbook - specifically, fifth edition; therefore, you will be disadvantaged if you relied only on other introductory texts or previous editions of the textbook. Textbook details are available online from the University Bookshop at http://unicentre.uow.edu.au/unishop/UOW031119.html Key References Elliot, G., Rundle-Thiele, S. and Waller, D. (2012), Marketing, 2nd edition, Wiley, Milton, Australia. Pride, W., Ferrell, OC., Lukas, BA., Schembri, S. and Niininen, O. (2012). Marketing Principles. Asia-Pacific edition, Cengage Learning Australia, South Melbourne, Australia. Recommended Background and Further Reading Academic Journals: Australasian Marketing Journal Industrial Marketing Management Journal of the Academy of Marketing Science Journal of Advertising Journal of Business Research Journal of Business Ethics Journal of Marketing Journal of Marketing Research Journal of Retailing Journal of Services Research Business and Marketing Magazines/Newspapers: Australian Financial Review Business Review Weekly Business Week B&T Weekly Harvard Business Review Marketing News The Sydney Morning Herald Online Sources: CHOICE Magazine, http://www.choice.com.au/ Today Tonight, Channel 7, http://au.todaytonight.yahoo.com/ This is not an exhaustive list of references. Students should also use the library catalogue and databases to locate additional resources.
Lectures, Tutorials and Attendance Requirements

Lecture Times * Lectures will be held on: Day Thursday Start Time 10:30 End Time 12:30 Room 40.153 (HOPE Theatre)
Lecture Program * Week Date 1 2 3 4 5 6 7 06 Mar 2014 Marketing's Role in Business and Society - Creating and Capturing Customer Value 13 Mar 2014 20 Mar 2014 27 Mar 2014 03 Apr 2014 10 Apr 2014 17 Apr 2014 21 Apr 2014 8 9 10 11 01 May 2014 08 May 2014 15 May 2014 22 May 2014 Micro and Macro Environment Managing Marketing Information to Gain Customer Insights - Marketing Intelligence and Research Consumer and Business Buyer Behaviour Market Segmentation, Targeting & Positioning - Creating Value for Target Customers. Marketing Mix - Products, Services and Brands - Building Customer Value Marketing Mix - Advertising & Public Relations - Communicating Customer Value Mid-Session Recess Marketing Mix - New Product Management Marketing Mix - Pricing Decisions Poster display & presentations in Building 67 Foyer during the lecture period. Marketing Mix - Placement - Customer Value Fulfilment Marketing Mix - Personal Selling and Sales Promotion 12 29 May 2014 Special Topic: Direct and Digital Marketing Company and Marketing Strategy 13 05 Jun 2014 Final Exam Guidelines 09 Jun 2014 14 Jun 2014 23 Jun 2014 Study Recess Examinations Examinations Chapter 2 Chapter 10 Chapters 12 and 13 Chapter 8 Chapter 9 Chapter 3 Chapter 4 Chapters 5 Chapter 6 Chapter 7 Chapter 11 Topics Covered Introduction Chapter 1 Readings
* The above times and program may be subject to change. Students will be notified of any change via SOLS. Additional Lecture Comments Students are strongly advised to attend ALL lectures. Any material presented in classes (lectures and tutorials) may be included in the exams.
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Tutorial Times Tutorial times and locations can be found at http://www.uow.edu.au/student/timetables/index.html. Please note that tutorial times on the timetable are provisional and may change. The Faculty of Business uses the SMP Online Tutorial System http://www.uow.edu.au/student/tps/index.html. The Faculty of Business ensures that students can complete the minimum requirements of the Bachelor of Commerce, that is, the core subjects and a major study, within the specified time. If you are undertaking more than one major, or a major and minor(s), timetable clashes may occur. If you find that two or more of your chosen subjects are scheduled for the same time you must gain approval from the Head of School before proceeding with your enrolment. Students must attend the tutorial to which they have been allocated. Tutorial Program Week Topics Covered Commencing 03 Mar 2014 No Tutorials - Subject Coordinator will be available for consultation in Office (40A.181). Read Marketing in Action 1.1 on pages 12-13 on Text, and address questions 1 to 4, for discussion in class. 2 10 Mar 2014 Why is the term 'market offering' used rather than 'product' in the study of core customer and marketplace concepts? What approach, if any, could be taken by Australian breweries to practice societal marketing? 3 17 Mar 2014 Read the case study, Luxury Brands on pages 105 to 107 on Text, and address the four questions, for discussion in class. Selection of Company, Product and Brand: 1. You must choose either an Australian company that operates at the national level OR the Australian operations of an international company. No regional or local company is allowed unless ALL team members consent in writing that they have access to information. 2. You are allowed to a choose a key product ONLY from the following list: Organic Bread, Organic Ice-cream, Organic Coffee, Organic Cosmetic Product, Spirits, Cocktail Mixes, Sliced/Packaged Meat, Eco-Friendly Passenger Car, Eco-Friendly Refrigerator, Eco-Friendly Dishwasher, Eco-Friendly Air-conditioner, Eco-Friendly Paint. 3. Select a brand offered by the company for the key product you chose. 4. Teams will NOT be allowed to change their selected company after Week 5; so it is in your best interest to research key information (on product type, annual report, advertisements and other campaigns) before you arrive in class next week. 5. One of the most important criteria to choose a company, product and brand is IF the product/brand has been featured in at least one advertisement in the last two years on print, TV or other digital media that you have access to. 6. A company that only has a web site is a strong reason NOT to select. Formation of teams: There shall only be FOUR (4) members per team. Any exception is to be approved by the Subject Coordinator. Within each tutorial class, no two teams can choose the same product (even though they may be offered by two different companies). Teams to formally provide on a sheet of paper the following information: (1) company name, (2) product and brand name, (3) full name and student number of each team member, and (4) the Part (Part-A, B, C or D) of the report that each member of the team is responsible for. Part-E is the responsibility of ALL members of a team. Chapter 3 Chapter 1 Readings and Activities
Week 1
24 Mar 2014
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Read Marketing in Action 4.1 on pages 118-120, and address the four questions, for discussion in class. 5 31 Mar 2014 Read Ethical Reflection 5.2 'Genuine Spare Parts - or are they?' on page 178 and come prepared for discussion in class. Read Marketing in Action 6.1, ALDI: Offering a 'Same for Less' Value Proposition on pages 190-192, and address the four questions, for discussion in class. 6 07 Apr 2014 Read Marketing in Action 6.2, Formule 1: Offering a 'Less for Much Less' Value Proposition on pages 206-207, and address the three questions, for discussion in class. Discussion of draft posters Discuss with tutor content relevant to the firm/product/brand you chose for each element of Pyramid of Social Responsibility along with the proposed design of the poster on a draft A4-sized paper (although the actual poster size for submission in Week 9 is A2). Non-discussion of content with the tutor during this tutorial assessment period would result in a penalty of 5 marks for the poster. 21 Apr 2014 8 28 Apr 2014 Mid-Session Recess Read the case study, Professional Photography: A Focus on Branding for Success on pages 251-253, and address the four questions, for discussion in class. Poster Assessment Due. Submit your poster to your tutor at the beginning of the tutorial. 9 05 May 2014 Read the case study, Keeping Australian Bananas Number 1 on pages 409-411, and address the four questions, for discussion in class. Read Ethical Reflection 11.1, Copy Line Claims on page 407 and address the question, for discussion in class. Discussion of PARTs A, B, C, D and E of assignment. 10 12 May 2014 Students wishing to seek specific feedback on their draft work from tutors may do so in the tutorial after discussion on PARTs have finished. Read Marketing in Action 8.1, aussieBum: The Innovation Fast Track and address the two questions, for discussion in class. 11 19 May 2014 Read the case study, Bling h2O: What Would you Pay?, and address the four questions, for discussion in class. 12 26 May 2014 Read Marketing in Action 10.2, Digital Retailing Adds Value - But Not Every Store on pages 358-359, and address the four questions for discussion in class. Read Marketing in Action 12.2, Future of Coupons on pages 434-435, and address the three questions, for discussion in class. Revision 09 Jun 2014 14 Jun 2014 23 Jun 2014 Study Recess Examinations Examinations
Chapter 4 Chapter 5
Chapter 6
14 Apr 2014
Chapter 7
Chapter 11
Chapter 8
Chapter 9 Chapter 10
13
02 Jun 2014
Chapter 12
The above program may be subject to change.
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Additional Tutorial/Seminar/Workshop Comments It is possible that tutorial times may change, and depending on student numbers, tutorials may be cancelled or new tutorials added. If such changes take place, you will be notified by University email/SOLSmail ONLY. Students must attend the tutorial to which they have been allocated.
Attendance and Participation:

As is the case in most businesses, your attendance and promptness is expected. Coming to class late or leaving early is not acceptable behaviour. A roll will be taken 10 minutes after half past hour, and if you are not in the class by then, you will be marked as absent. If you miss class for any reason, you will be responsible for any material covered. Studies have shown that students who attend class regularly and participate fully find assignments and exams to be much easier and more meaningful, and tend to get better grades than those who do not attend class regularly. A goal for the classroom is to have a positive, attentive, courteous environment that is conducive to learning. Being on time, being alert, participating in discussion and activities, staying for the full class time, and generally contributing to the learning experience of ones classmates are desirable behaviours. You will be required to complete assigned readings prior to class sessions during which those readings are examined.
Attendance Requirements
Students are expected to attend all lectures, tutorials, workshops and seminars. Students may fail a subject unless they attend 80% of lectures, tutorials, workshops and seminars in each subject they take. Students may apply to have this requirement waived if their circumstances meet those listed in Student Academic Consideration Policy available at http://www.uow.edu.au/about/policy/UOW060110.html
Recent Improvements to Subject

The Faculty of Business is committed to continual improvement in teaching and learning. In assessing teaching and learning practices in a subject, the Faculty takes into consideration student feedback from many sources. These sources include direct student feedback to tutors and lecturers, feedback through Business Central, responses to the Subject and Course Evaluation Surveys. These important student responses are used to make ongoing changes to subjects and courses. This information is also used to inform systemic comprehensive reviews of subjects and courses.
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Section B: Assessment
Assessment Summary
Assessment Item Assessment 1 Assessment 2 Assessment 3 Assessment 4 Assessment 5 Form of Assessment Tutorial/Lab Tasks In-Session Tests Authentic Tasks Report Tasks Final Exam TOTAL MARKS % 10% 20% 15% 25% 30% 100%
Assessment 1: Tutorial/Lab Tasks - Tutorial Participation

Graduate Qualities Assessed Marking Criteria Informed Socially Responsible Connected Communicators Your active participation in tutorial discussion and activities is an important component of the subject as it is through this that your communication, analysis and critical evaluation skills are developed. The marks you obtain for tutorial participation is dependent upon your contribution to discussion. You must prepare answers to the questions provided in the Tutorial Program section of this Outline (see pages 8 and 9), prior to attending the tutorials. Merely attending tutorials, whilst almost always avoiding any attempt to contribute to classroom discussion will result in ZERO (0) marks. In other words, NO marks will be awarded for just attending tutorials. When grading your tutorial participation, your tutor will consider if (1) your responses indicate that you have prepared the assigned material, (2) you go beyond repetition and facts to make analysis and recommendations, (3) you are a good listener and communicator, and (4) you have shown evidence of understanding and integrating what has been discussed in the subject so far. The following marking criteria will be used to judge your level of engagement: 9 - 10 Marks A student who receives these marks for participation typically comes to each tutorial (punctually) with questions about the readings already in mind. This student engages other students in discussion of his/her ideas and responds to the comments of others with ideas that carry the discussion to a different level. In doing so, the student provides evidence of critical thought; evidence of outside reading; learning from ideas of others; and demonstrates high level of interpretative and analytical ability. 7 - 8.75 Marks A student who receives these marks for participation has completed all the readings, but does not always arrive prepared with questions and reflections. While such a student is courteous and articulate in expressing their own views, and is insightful, he/she does not necessarily relate his/her comments to the general direction of the discussion or respond to the opinions and ideas of others. This student sometimes provides evidence of outside reading and learning from ideas of others; though consistently demonstrates a high level of interpretative and analytical ability. 5 6.75 Marks A student who receives these marks gives some indication of having prepared, but enters into the discussion after others express their views on the subject. So, the student is to a degree, passive, however, contributes to a discussion by providing similar examples. While this student is a laggard, he/she consistently demonstrates an acceptable level of interpretative and analytical ability. The student demonstrates learning from ideas of others, but there may be other objectives that are not achieved.
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3 - 4.75 Marks A student who achieves these marks demonstrates some understanding of most of the basic subject matter. Such a student though participates more than occasionally in a discussion after others express their views, he/she may not have prepared for the class and sometimes takes the discussion on irrelevant tangents. The student occasionally demonstrates an acceptable level of interpretative and analytical ability. 1 - 2.75 Marks A student who receives these marks demonstrates only partial understanding of basic subject material. Such a student occasionally participates in discussion, though does not respond meaningfully to questions posed. Answers provided by such students include simply nodding their head indicating agreement, or saying yes, no, it depends, I guess so etc. Many times such a student makes very less effort to enter into discussions. 0 Marks This student almost always avoids any attempt to contribute to classroom discussion. Length Weighting Assessment Due N/A 10% 10 Mar 2014 (In Your Assigned Tutorial in Session Week 2) 17 Mar 2014 (In Your Assigned Tutorial in Session Week 3) 24 Mar 2014 (In Your Assigned Tutorial in Session Week 4) 31 Mar 2014 (In Your Assigned Tutorial in Session Week 5) 07 Apr 2014 (In Your Assigned Tutorial in Session Week 6) 14 Apr 2014 (In Your Assigned Tutorial in Session Week 7) 28 Apr 2014 (In Your Assigned Tutorial in Session Week 8) 05 May 2014 (In Your Assigned Tutorial in Session Week 9) 12 May 2014 (In Your Assigned Tutorial in Session Week 10) 19 May 2014 (In Your Assigned Tutorial in Session Week 11) 26 May 2014 (In Your Assigned Tutorial in Session Week 12) 02 Jun 2014 (In Your Assigned Tutorial in Session Week 13) Individual Assessment N/A Ongoing, in-class The marks will be available on SOLS during Study Recess (the week following Week 13). Click on 'Assignment Results' item in the Main Menu of SOLS.
Type of Collaboration Style and format Assessment submission Assessment return
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Assessment 2: In Session Tests - Mid-Session Test

Graduate Qualities Assessed Marking Criteria Length Weighting Assessment Due Type of Collaboration Style and format Assessment submission Informed Communicators Multiple-choice and essay question 50 multiple choice questions and 1 essay question 20% 12 Apr 2014 (Saturday in Session Week 6) Individual Assessment Multiple-choice and essay question The duration of the test is 90 minutes (1 hour and 30 minutes). The test will commence at 10 AM. Venue: TBA Assessment return Detailed information Results will be released within 10 days after the Test. To view your Test results, log on to SOLS, and click on 'Assignment Results' item on the Main Menu. Materials that will be assessed Chapters 1, 3, 4, 5 and 6.
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Assessment 3: Authentic Tasks - Poster

Graduate Qualities Assessed Informed Innovative and Flexible Socially Responsible Connected Communicators Each member of the team is accountable for every part of the poster even though a team may distribute the workload amongst its members. The following key criteria will be used to assess the posters: BALANCED PERSPECTIVE: To what extent does the group effectively apply relevant concepts on social responsibility and marketing ethics? 1. 2. 3. 4. 5. Are the relevant issues for each of the dimensions from the Pyramid of Social Responsibility described? Are the relevant issues for each of the dimensions from the Pyramid of Social Responsibility analysed? Is there an overall evaluation (in addition to evaluating individual dimensions)? Is there a range of views (from company web site, magazines, newspapers, current affairs sites, journal articles), resulting in strong and coherent arguments? Are the sources acknowledged on the back of the poster using either a foot note or Harvard referencing system?
Marking Criteria
VISUAL COMMUNICATION: 1. To what extent is the poster visually striking and appealing? (attract peoples attention) 2. To what extent does the poster present information in an economical yet powerful way? (not crowded, yet meaningful information) Length Weighting Assessment Due Type of Collaboration Style and format Assessment submission Assessment return Detailed information One A2 sized poster (594 mm x 420 mm). Any other sized poster will not be accepted for assessment. 15% In Your Assigned Tutorial in Session Week 9 Group Work See Detailed Information below. 1. 2. Complete a Faculty Assignment Cover Sheet, and paste the Sheet to the back of the poster using glue. Do NOT staple the Sheet to the poster, as it will tear off eventually. It may then be difficult to identify your poster (as your poster will be one of the 100+ posters displayed during the Event).
Marked posters will be returned in the tutorials in Week 13. You must use the same company, product and brand that you select for Assessment-2 (Report). Using the Pyramid of Social Responsibility, research and address the following issues: 1. What social responsibility and marketing ethics issues are relevant for the company and product your team has chosen? 2. How effectively has the company addressed those issues? You are required to apply relevant concepts from the text, lecture and readings to the issues you introduce. Your tutor will help your team shape your research strategy and identify resources. On an A2-sized (594 mm x 420 mm) poster, and in no more than 550 words, you are required to display the findings of your research in an informative and visually compelling way. You must print and paste full academic referencing on the back of the poster.
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Consider the layout, colour, clarity and impact when designing the poster. You must follow the guidelines on poster work, which will be uploaded on the Subject Moodle site by Week 4. You can choose to either paste your work on the poster or use PowerPoint to design the poster and get it professionally printed. Either way, the poster must contain headings, sub-headings, text and graphics. On Thursday, the 15 of May (Week 10), your posters will be displayed in the foyer of Building 67 (McKinnon Building). Each team should nominate at least 2 members, who must be available for the complete duration of the lecture period, in the foyer of Building 67, to answer any questions on the poster. You will, of course, also have the opportunity to review and ask questions about the work done by other teams. Other Things to Note: You are required to discuss (with the tutor) content relevant to the firm/product/brand for each element of Pyramid of Social Responsibility along with the proposed design of the poster on a draft A4-sized paper (although the actual poster size for submission is A2). Every member of a team must be present in Week-7 tutorial to discuss the content and design of the poster. If a student cannot be present for a genuine reason, then he/she must inform every team member and tutor in writing, at least two working days before the scheduled Week-7 tutorial, explaining his/her poster content and design plans (and seeking consensus for the plans). Non-discussion of content with the tutor in Week 7 tutorial would result in a penalty of 5 marks for the poster assessment. If you have any concern/s about a team members contribution to this activity, you are recommended to set up a meeting with the relevant tutor and/or subject coordinator to address the concern/s, well before the submission of the Poster. You must submit a team evaluation report to your tutor in Week 9 (the week the poster assessment is due), without which your assessment will not be deemed as submitted. A low score of 1 or 2 on any three criteria, given by a majority of the team members, for a particular team member, will result in 20% of marks obtained being deducted for that team member. When the low scores are on six criteria, the penalty will be 40%. When the low scores exceed 8 criteria, the penalty will be 60%. The team evaluation criteria and the process involved to fill the criteria sheet will be explained in lectures.
th
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Assessment 4: Report Tasks - Written Report

Graduate Qualities Assessed Informed Innovative and Flexible Socially Responsible Connected Communicators Marks will be awarded for an individual's performance in each part of the report (marked out of 15) as well as for group's performance (marked out of 10). See the section 'Detailed Information' for specific details. The marks you obtain for the report depends on the extent to which: 1. you are able to demonstrate your understanding of relevant concepts and your ability to apply the concepts. 2. the opinions expressed are clear and supported by concise, creative, logical and coherent arguments. 3. the report is easy to read and understand and if the layout allows the reader to easily grasp the sense, direction and objectives. 4. the report is researched broadly and skilfully from varied sources (Journal articles, industry publications, magazines, websites, newspapers, interviews). 5. Harvard referencing style is used accurately and consistently within text as well as at the end of the report. 6. there is insignificant number of spelling errors. 7. the report is visually striking and appealing. 8. the report consists of (i) an informative title page; (ii) a table of contents complete with sub-headings flowing in a logical sequence; (iii) an executive summary; and (iv) all technical matters of interest in the appendices. Length Four (4) pages to address each individual part of the assignment question (Part-A, B, C and D) + Four (4) pages to address common part (Part-E) plus additional pages to address Pre and Post parts to the main body of the report. See Detailed Information below. Weighting Assessment Due Type of Collaboration Style and format 25% 22 May 2014 (Thursday in Session Week 11) Group Work Use ONLY the following format: Line spacing: 1.5 Font: Times New Roman Size of Font:12 Margin on all four sides: 2.5 cms Assessment submission Go into the site http://businessfaculty.uow.edu.au/coversheets/, press the group button next to the subject assignment and the designated team leader has to add all the email user id's of team members, hit the submit button and the team is formed. Print only one assignment cover sheet (which is two pages) and each team member signs the plagiarism declaration on the second page. All group members will receive an electronic receipt to their University email account. Please note that you will need to print the coversheet on a laser printer (use the library or computer lab printers if necessary) because ink jet printers may not print to the quality needed to make the barcode readable by the scanners. Please see Business Central to have your assignment scanned. Assignments to be submitted to Business Central using barcode cover sheet no later than 4:00pm on the due date. Assessment return Marked reports will be distributed in respective tutorials in Week 13. Whilst you will become aware of the marks in Week 13 when reports are handed back to you, the marks will be released on SOLS during the Study Recess period (that is, the week after Week 13), along with your Tutorial Participation marks.
Marking Criteria
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Detailed information
What company and product do I choose for the assignment? Assume you are the new marketing manager of a 'real-world' company that operates in Australia, providing a key product. You must choose either an Australian company that operates at the national level OR the Australian operations of an international company. No regional or local company is allowed unless ALL team members consent in writing that they have access to information. You are allowed to a choose a key product ONLY from the following list: Organic Bread, Organic Ice-cream, Organic Coffee, Organic Cosmetic Product, Spirits, Cocktail Mixes, Sliced/Packaged Meat, Eco-Friendly Passenger Car, Eco-Friendly Refrigerator, Eco-Friendly Dishwasher, EcoFriendly Air conditioner, Eco-Friendly Paint. Select a brand offered by the company for the key product you chose. Each team within a tutorial class MUST choose a different product. One of the most important criteria to choose a company, product and brand is IF the product/brand has been featured in at least one advertisement in the last three years on print, TV or other digital media that you have access to. A company that only has a web site is a strong reason NOT to select. Is this a group or individual assignment? Am I expected to contribute to every aspect of the report? The assessment has individual (15%) as well as group components (10%). Following are the details: PART-A (4 pages) by Team Member-1: Discuss the macro environmental forces impacting the company's environment, and their impact on marketing initiatives for the chosen product of the company. [Hint: Discuss the impact on the industry, then the company, product and brand in question]. Note: 1. You must show evidence of secondary research for this part. 2. You must provide your list of references immediately after your part (and not at the end of the report). PART-B (4 pages) by Team Member-2: (1) Describe the market segmentation variables evidenced in the company's offerings (product/service) and explain how you determined this to be true. (1.5 pages) (2) Describe the different levels of competition for the chosen product (1.5 pages). (3) Provide a profile of the market segment at which you think it is targeted (that is, describe the characteristics of the target market) (1 page). [Hint: Watch an advertisement to figure out the profile and relevant variables]. Note: 1. You must show evidence of secondary research for this part. 2. You must provide your list of references immediately after your part (and not at the end of the report). PART-C (4 pages) by Team Member-3: Explain the relevant social, personal and psychological factors that influence the consumption of the product and brand. Note: 1. You must show evidence of secondary research for this part. 2. You must provide your list of references immediately after your part (and not at the end of the report). PART-D (4 pages) by Team Member-4: (1) How does the company want its product and its associated brand to be perceived by its target market, with respect to competition? Include a positioning statement; (2) How does the target market perceive the selected company's product and its associated brand, with respect to competition? (3) Draw positioning and perceptual maps for the target market.
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Note: 1. You must show evidence of primary and secondary research for this part. 2. You must provide your list of references immediately after your part (and not at the end of the report). PART-E (4 pages) by ALL members of the team: (1) Describe the various communication tools that the company used in communicating the desired position to target market. Was the desired positioning effectively communicated to the target market? How did you evaluate if it effectively communicated the positioning? (2) Describe at least one communication campaign (e.g., print or TV adv.) and evaluate the message content, message structure, message format and message source. Note: 1. You must show evidence of secondary research for this part. 2. You must include the advertisement in the appendix (if it is print); otherwise, describe the TV advertisement and attach it in the appendix. 3. You must provide list of references immediately after this part (and not at the end of the report). In addition to PART-E, the Pre and Post parts to the main body of the report are to be addressed by ALL members of the team. Each member of the team must provide their full name and student number and sign a Preface Sheet (that will be distributed to you). If every member of the team contributes to the activity, then each contributing member will be awarded a mark out of 10%. Students who disagree on a team member's contribution can provide comments on the Preface sheet. The Pre and Post parts to the main body of the report are: 1. Title page (on a separate page of the report). Immediately following the assignment cover sheet should be a title page. The title page must consist of a report title, company and brand logos and any other design you would like to include, and the date of submission. 2. Executive Summary (1 page; on a seperate page of the report). 3. Table of contents (on a separate page of the report). Include a table of contents with headings, subheadings and page numbers. 4. Introduction (1/2 page; on a separate page of the report). The introduction should introduce all aspects of the report questions and preview the content of the report. Specifically, the introduction should include: (a) general lead-in information about the report topic including why you chose this company and product for your assignment, by way of providing rational (e.g., market share, profit, new product, most advertised product) and other reasons for your selection of the product; (b) a statement of the main aim(s) and objective(s); (c) method(s) of approach; (d) indications of the scope and limitations of the report; (e) a preview of material presented in the body of the report. 5. Conclusion (1/2 page; on a separate page of the report). Conclusions are quite often read by managers before the main text of the report and hence should summarise the main points clearly. Can I exceed the page length for each Part? Each member of the team must address his/her Part in 4 pages. However, each member of the team is allowed one additional page in appendix, provided he/she cites the material in the List of References. Any material that is beyond this length will NOT be assessed. However, any diagrams, tables, charts, maps are not counted in the page length. The page length requirement includes only words. Therefore, your part of the report may be more than 4 pages if you include several visual illustrations. So, what can be the total length of the report? I am confused. If you are in a four (4)-member team, then the report can be 35 pages in total (excluding visual illustrations): 1 page for Title Page, 1 page for Preface Sheet, 1 page for Table of Contents, page for Introduction, 1 page for Executive Summary, page for Conclusion, 5 Parts x 4-pages each (20 pages) to address the assignment questions, 5 Parts x 1-page each to include references (5 pages), and 5 Parts x 1-additional page each (5 pages) to include in appendices. Any report that is beyond 29 pages in total will not be marked. If you have additional or fewer members, contact the Subject Coordinator. I am overwhelmed by the learning materials that are needed to address the assignment question. Where can I obtain learning support? Learning materials related to the assignment questions will be discussed in various lecture periods. I highly recommended that you attend lectures to maximum your chances of performing well. In addition to providing guidelines during the lectures, a document titled Report Writing in Marketing Tips and Examples that provides examples of introduction, conclusion, recommendation and explains how to write a well-developed argument will be uploaded on the Subject eLearning by Week 4.
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What if I have a problem within my team? If you have any concern/s about a team members contribution to the assessment task, you are recommended to set up a meeting with the relevant tutor and/or subject coordinator to address the concern/s, well before the due date (defined as at least 7 working days before due date). What are the Subject Coordinators expectations on research to address the assignment question? Each member of the team should show evidence of research for the assignment. Address your assignment Part, using material from the text, lectures and external sources. I recommended that you use around 5 references from varied sources (e.g. journal articles, newspapers, magazines, web sites) for each Part of the report. How do I reference or cite materials (that I use in the report) which are not my own? You must acknowledge all sources of any facts and ideas which are not your own, both in the text and at the end of each Part of the report. See the UOW Librarys site, http://public01.library.uow.edu.au/refcite/style-guides/html/ to learn how to accurately reference learning materials using Harvard Referencing Style, which is the standard followed in the Subject. Where do I include the List of References in the report? Is it part of the 4-page requirement? The list of references for each Part must be on a separate page, immediately after addressing each assignment question (Part), and should NOT be attached at the end of the report. The page listing the references is NOT part of the four pages required to address the assignment question. What will happen if I do not cite materials that are not my own? Do not unintentionally plagiarise. All breaches of academic dishonesty will be investigated. Offences will be referred to an appropriate authority (e.g., School Primary Investigation Officer) for potential misconduct proceedings. If you reference, but do a poor job at it, you may lose 10 to 25% of the marks you obtain for poor academic practice, and up to 100% for academic misconduct, and in severe cases, suspension or expulsion from the University.
Assessment 5: Final Exam - Final Exam

Graduate Qualities Assessed Marking Criteria Length Weighting Assessment Due Type of Collaboration Style and format Detailed information Informed Communicators As per exam instructions TBA in the final lecture 30% The Final Exam will be held during the UOW Exam Period. It is your responsibility to source the time and date of the final examination via SOLS (Student ONLINE Services) when details become available. Individual Assessment TBA in the final lecture The number of questions, format and topics to study for the final exam will be discussed during the final lecture.
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Performance Level
Students are expected to complete all assessment tasks for this subject. In addition, you must achieve a total mark of 50% or over and obtain a minimum of 50% in the final examination. Failure to complete all assessment tasks will normally result in failure of the entire subject, other marks notwithstanding. Students should note that each credit point normally requires about 2 hours of study per week. Thus, a 6 credit point subject requires that students commit about 12 hours study a week, including attendance at lectures and tutorials. Where a student gains a mark of 50 or greater and does not meet a specified level in the assessment task required to pass this subject a Technical Fail grade will be used. Where Technical Fail is given, the following applies: a. b. c. d. Failure of the subject; TF (Technical Fail) without a mark will be granted; A TF will be presented on the student's Academic Transcript; and The allocated mark of 49 will be used as the WAM calculation for subjects at all levels.
In line with University grading regulations, the grades of performance in this subject are as follows: Grades of performance for 100, 200, 300 and 400 level subjects The approved grades of performance and associated ranges of marks for 100, 200, 300 and 400 level subjects are as follows: Satisfactory completion: High Distinction ............... 85% to 100% Distinction .................... 75% to 84% Credit ........................ 65% to 74% Pass ......................... 50% to 64% Pass Supplementary .......... 50% Supplementary assessment may be offered to students whose performance in this subject is close to that required to pass the subject, normally this would be 48%-49%. The precise form of supplementary assessment will be determined at the time the offer of a supplementary assessment is made. Supplementary exams will be held during the supplementary exam periods. Details are available in the Exams Dates section of Current Students > Exams and Results (http://www.uow.edu.au/student/exams/dates/index.html). Unsatisfactory completion: Fail ........................... 0% to 49%
Types of Assessment and Collaboration

Collaboration between students during the preparation of subject assessment tasks or case studies is only permitted dependent upon the category of assessment task declared by the subject coordinator and as printed in the Subject Outline. Type 1 - Take Home Exams: No collaboration of any kind is permitted between students or anyone else during formation and preparation of the contents of the student submission. Type 2 - Group Work: Collaboration is permitted between students in the same group but not with students in other groups.
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Type 3 - Individual Assessment: Collaboration is permitted between students only in the form of general discussion pertaining to relevant concepts or potential issues to be dealt with in completing the assessment. However, collaboration must not proceed to the point where it contributes directly to the final submission produced by the student. Joint planning of the actual contents of a student's submission is not permitted. Where the assessment requires formulation of a set of recommendations, a problem solution, or a specific course of action, collaboration is not permitted during their formulation. Needless to say, collaboration is not permitted during the actual preparation and writing of the student submission. Type 4 - Open Assessment: Collaboration with other students is permitted, subject to the normal rules governing plagiarism. That is, direct use of ideas contributed by others must be acknowledged.
Submission, Retention and Collection of Written Assessment

Assessed work must be handed in by the date and time listed under each assessment task. All assessment tasks must represent the enrolled student's own ORIGINAL work and must not have been previously submitted for assessment in any formal course of study. If a student does not attend a required in-session test/examination, and also fails to produce satisfactory medical or other reasons for this (See Section C: General Advice for Students), a deferred examination will NOT be offered, and the student may be deemed to have failed the subject, other marks notwithstanding. Submitting Assessment Tasks Students are required to submit original work which will provide a basis for the certification of competence in this subject. These assessments may include: examinations, tests, take-home examinations, quizzes, assignments, essays, laboratory reports, demonstrations, folio of creative works, performances, tutorial presentation and participation. A Faculty of Business assignment cover sheet must be attached to each piece of written assessment task. This cover sheet can be obtained from the website: http://business.uow.edu.au/currentstudents/UOW155483.html Students should ensure they receive a receipt of submission and retain this for proof of submission. Faxing, Posting and Emailing Assessment Work Students may not e-mail, post or fax assessment tasks unless specifically requested by or with the prior approval of the subject coordinator. Late Submission of Assessment Tasks Assessed work handed in late will be penalised by the deduction of 20 percent of the maximum possible mark for that assessment per working day or part thereof. The operation of this rule will not result in a negative mark being carried forward. This penalty for late submission may be waived upon presentation of a medical certificate of illness for a relevant period, or upon evidence of untoward or approved circumstances that fall under the Student Academic Consideration Policy (See Section C: General Advice for Students). Collection Assessment items will normally be returned to students within three (3) weeks of the due date. Assessment tasks which are relevant to the final examination for the subject will be marked and available for collection prior to the study week before the final examination. Retention The Faculty of Business will retain appropriate records in line with the State Records Act 1998 (NSW), other relevant legislation, standards and University of Wollongong policies.
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Scaling
Marks awarded for any assessment task or part of any assessment task, including an examination may be subject to scaling at the end of the session. Marks will be scaled only when unpredicted circumstances occur and in order to ensure fairness of marking across groups of students. The method of scaling will depend on the type of scaling required by the circumstances. When scaling is deemed necessary, it will follow a detailed consideration by the Unit Assessment Committee and/or the Faculty Assessment Committee of the marks of the group of students concerned. Scaling will not affect any individual student's rank order within their cohort. For more information please refer to Assessment Guidelines - Scaling http://www.uow.edu.au/about/policy/UOW058609.html for details.
Plagiarism
Students are responsible for submitting original work for assessment, without plagiarising or cheating, abiding by the University's Academic Integrity and Plagiarism Policy as set out in the University Handbook, the University's online Policy Directory and in Faculty Handbooks and subject guides. Re-using any of your own work (either in part or in full) which you have submitted previously for assessment is not permitted without appropriate acknowledgement. Plagiarism has led to the expulsion of students from the University. Students should visit the following University website and become familiar with the University's policy on Plagiarism http://www.uow.edu.au/about/policy/UOW058648.html Faculty of Business Plagiarism Prevention Policy The Faculty of Business has introduced an e-learning module which aims to orientate you with the knowledge and resources to: avoid problems related to plagiarism develop your capacity to integrate evidence into your arguments reference correctly.
The online module is openly available for use by students at any stage in their degree. You are strongly encouraged to use the module to help in assessing the academic integrity of your written work. The module can be accessed via http://businessfaculty.uow.edu.au/baio
Referencing
Why do you need to reference? At University it is necessary to acknowledge the sources of information and ideas that you have incorporated in your assessment tasks. Failure to do this thoroughly may result in accusations of plagiarism: this is the academic equivalent of stealing (because by not acknowledging someone else's work, you are presenting it as your own). Plagiarism is taken very seriously by the University and may result in expulsion from the University. Referencing is not only about acknowledging other people's work; accurate referencing and lists of references are beneficial when researching a topic as they allow the reader to follow up information and read further in the area. In a sense, references provide readers with clues to help them explore different avenues of a topic. This aspect of referencing will become more valuable to you as you progress in your studies. There is a correct procedure that must be followed when referencing and using footnotes. Not complying with these set techniques and format will most likely result in loss of marks. When writing an essay it is easiest to reference as you go, making sure you are writing down all relevant information. This will save hours trying to find the source again in the library. The Harvard System of Referencing The Faculty of Business uses the Harvard system of referencing. This system makes use of short references within the body of the text. It is supplemented by a detailed list of references at the end of the text, which
provides all the information necessary to find the source material. In-text references include the author and year of publication, and where necessary the page number(s). It is the responsibility of students to ensure that they are familiar with the Harvard system of referencing and that they use it accurately in all written work submitted. Students should consult the following University Library website for a detailed explanation and examples of the Harvard system of referencing http://www.library.uow.edu.au/resourcesbytopic/UOW026621.html A referencing and citing guide is also available via the University Library website: http://public01.library.uow.edu.au/refcite/style-guides/html/ Citation of Internet Sources It is necessary for students to reference all sources used in their written work, including file transfer protocol sites, worldwide web sites, telnet sites, synchronous communications (MOOs, MUDs, IRC, etc.) GOPHER sites, and email, Listserv and Newsgroup citations. It is the responsibility of students to ensure that they are familiar with the accepted Faculty of Business practice for referencing electronic material and that they use it accurately in all written work submitted. Students should consult the following University Library website for a detailed explanation and examples of how to reference electronic material: http://public01.library.uow.edu.au/refcite/style-guides/html/
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Section C: General Advice for Students

For general information on university policies and procedures relevant to students, and for details about the range of Student Services available, please see General Advice for Students, which can be accessed online at http://business.uow.edu.au/UOW144987.html. Hard copies of Section C: General Advice for Students can be obtained from Business Central.
Library Services
Save yourself time and enhance your studies: connect with information specialists and resources anytime, anywhere. Ask Us: http://www.library.uow.edu.au/ask/UOW026599.html or Google - uow library ask us Online Ask a Librarian Ask questions and receive a response within 1 business day 1 hour appointment with an information specialist. Available to UOW academics, HDRs, postgraduates, Honours and Masters students. (02) 4221 3184
In person Book a Librarian 30-minute appointment with an Librarian Research Consultation Service By phone
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MARK101 Subject Outline - Autumn 2014

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MARK101 Subject Outline - Autumn 2014

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School of Management, Operations and Marketing MARK101: Marketing Principles