BMA506 Foundations of Marketing

Semester 2, 2013 THIS UNIT IS OFFERED IN: Hobart, Launceston & by distance

Teaching Team: Dr Stuart Crispin

CRICOS Provider Code: 00586B

Contact Details

Unit Coordinator:

Dr Stuart Crispin

Campus:

Hobart and Launceston

Room Number:

Com308 (H)/A240 (L)

Email:

[email protected]

Phone:

(+61 3) 6324 3140

Skype:

scrispin

Consultation Time:

By Appointment

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Contents

Contact Details ……………………………………………………………………………………………………………………… Page 2 Unit Description ……………………………………………………………………………………………………………………. Page 4 Intended Learning Outcomes and Generic Graduate Attributes.…………………………………………… Page 5 Learning Expectations and Teaching Strategies Approach …………………….………………………………. Page 6 Learning Resources ……………………………………………………………………………………………………………….. Page 6 Details of Teaching Arrangements ………………………………………………………………………………………… Page 8 Assessment ………………………………………………………………………………………………………………………… Page 10 Submission of Coursework …………………………………………………………………………………………………. Page 13 Academic Misconduct and Plagiarism ………………………………………………………………………………….. Page 14 Study Guide…….. ………………………………………………………………………………………………………………….. Page 15 Study Schedule …………………………………………………………………………………………………………………… Page 16

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Unit Description Effective marketing comes from systematic critical thinking and the reasoned application of underlying principles in a dynamic marketplace. This course will provide the principles and analytical frameworks and challenges you to use these to make better marketing decisions. You should finish this unit with a strong sense of how to market goods, services, experiences, people and places, and with a solid understanding of why thinking like a marketer and thinking about marketing with a social conscience is crucial to the survival of any organisation today. Whether you are applying for a job with a consumer goods firm, or in business-to-business marketing, or in a museum; whether you are seeking a better way to market your company’s products, or seeking private or government funding; or a way to convince people to give up a dangerous habit or offensive traditions such as child labour, you will be more than successful if understand what marketing is, how it works, and the effects it can have upon people and society. Unit Content The emphasis in this unit will be on the interpretation and meaning of marketing concepts at a macro-level, rather than in-depth training in specialised marketing tactics and techniques. As such, this unit establishes a foundation for subsequent in-depth marketing units and provides an understanding of the application and role of marketing within the broader business environment. The Goal of the Unit Your goal for this unit will is to develop an understanding of marketing at the macro-level. Our goal is to stimulate you in this process. Specifically, the unit will focus on developing your knowledge and skills in the application of advanced frameworks, concepts and methods for marketing decision making in a dynamic marketplace. The unit introduces numerous marketing concepts that will be built upon in other postgraduate marketing units.

Enrolment in the Unit Unless there are exceptional circumstances, students should not enrol in BMA units after the end of week two of semester, as the School of Management cannot guarantee that:  

any extra assistance will be provided by the teaching team in respect of work covered in the period prior to enrolment; and penalties will not be applied for late submission of any piece or pieces of assessment that were due during this period.

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Intended Learning Outcomes and Generic Graduate Attributes Intended Learning Outcomes In this unit you will learn:

Marketing’s role in an organisation and society:

How to find and use marketing relevant data:

Broad knowledge of the principles, strategies and elements of marketing:

Introductory knowledge of the contemporary issues in marketing:

In assessing this unit I will be looking at your ability to:

Assessment Methods

Identify the marketing roles in an organisation.

Essay, Test

Identify the positive and negative impacts of marketing on society.

Essay, Test

Discuss marketing’s role in organisations and society.

Essay, Test

Define “marketing relevant data”.

Case analysis, Test

Identify primary and secondary data sources and gather marketing relevant data.

Case analysis, Test

Apply evaluative criteria to data to determine data quality.

Case analysis, Test

Use marketing relevant data in decision making.

Case analysis, Test

Identify and define the drivers of consumer behaviour.

Case analysis, Test

Identify and define the stages in the process of segmentation, target marketing and positioning.

Case analysis, Test

Discuss the functional and strategic role of the marketing mix.

Case analysis, Test

Discuss the role and function of the marketing plan.

Case analysis, Test

Discuss the concept of customer value and the role of marketing in creating customer value.

Test

Discuss the role and function of branding in marketing.

Exam

Apply marketing theory to the not-for-profit and government sector

Exam

Identify the different social media available to marketers and discuss their role in communicating with stakeholders. Discuss the role of strategic marketing planning, and the process involved in developing marketing strategy.

Graduate Attribute Outcomes The assessments and teaching activities in this unit have been designed to develop the following graduate attributes in students: Knowledge (1) - Basic, broad marketing knowledge and a limited ability to apply this knowledge to realworld marketing situations. Problem solving (1) - The ability to think logically and use marketing related theories, models and methods. The ability to locate and utilise marketing-relevant information from a diverse range of sources in a timely manner. Communication (1) - Written communication skills, including the ability to use academic sources to develop and present a well-reasoned argument in a logical and coherent manner. Social responsibility (1) - An awareness of societal expectations of marketing and the responsibility of marketers to society.

Exam Exam

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Learning Expectations and Teaching Strategies/Approach On completion of this unit, you should be able to:  Describe the role of marketing in the organisation and society.  Identify the fundamental principles of marketing and how they apply to organisations.  Identify the elements of the marketing mix.  Critically analyse marketing situations and evaluate marketing strategies. In order to achieve these learning outcomes, the unit has been designed around a thirteen (13) week study schedule incorporating four (4) learning modules. Content will be delivered via recorded lectures, the prescribed textbook and additional readings. The University’s MyLO (My Learning Online) system will be used as the central platform for posting and accessing resources and learning material. The assessment of the learning outcomes will take place via four (4) assessment items. For more information on the material covered by each module, refer to the Study Guides available via the Learning Hub icon on the BMA506 MyLO home page. Students will need to access all the learning material for this course via MyLO. Note that not all the learning materials will be available at the start of the semester. Recorded lectures, for example, will not be available until the Monday morning of each new week.

Expectations The University is committed to a high standard of professional conduct in all activities, and holds its commitment and responsibilities to its students as being of paramount importance. Likewise, it holds expectations about the responsibilities students have as they pursue their studies within the special environment the University offers. The University’s Code of Conduct for Teaching and Learning states: Students are expected to participate actively and positively in the teaching/learning environment. They must attend classes when and as required, strive to maintain steady progress within the subject or unit framework, comply with workload expectations, and submit required work on time.

Occupational Health and Safety (OH&S) The University is committed to providing a safe and secure teaching and learning environment. In addition to specific requirements of this unit you should refer to the University’s policy at: http://www.admin.utas.edu.au/hr/ohs/pol_proc/ohs.pdf.

Learning Resources

Prescribed Text The prescribed textbook for this unit is: Elliot, G, Rundle-Thiele, S, & Waller, D, 2012, Marketing (second edition), John Wiley & Son, Sydney.

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In addition, a number of supplementary readings will be made available to students during the course of the semester. These can be accessed from the MyLO page for this unit.

Recommended Texts Outlined below are a number of other texts that will support your learning in this unit. You can access these from the UTAS library. You may also be able to access some of these books electronically from online sources such as Google Books. Ariely, D 2008, Predictably irrational: the hidden forces that shape our decisions, Harper Collins, New York Czinkota, MR et al, 2000, Marketing best practices, Dryden Press, Orlando. Evans, D 2008, Social media marketing: An hour a day, John Wiley & Sons, Hoboken, NJ. (eBook) Hackley, C 2009, Marketing: A critical introduction, Sage Publications Ltd, London. (eBook) Klein, N, 2001, No logo, Harper Collins Publishers, London. Lamb, CW, Hair, JF & McDaniel, C 2000, Marketing, 5th edn, South-Western College, Sydney. Miller, KE, Stanton, WJ, & Layton, RA 2000, Fundamentals of marketing, McGraw-Hill, Sydney. Parsons, E & Maclaran, P 2009, Contemporary issues in marketing and consumer behaviour. Elsevier Science & Technology Books, San Diego. (eBook) Perreault, WD & McCarthy, EJ 2004, Basic marketing: A global-managerial approach, 15th edn, McGraw-Hill Irwin, New York. Pride, WM, Ferrell, OC, Lukas, BA, Scembri, S & Niininen, O, 2012, Marketing principles: Asia Pacific edition, Cengage Learning, Melbourne. Pride, W, Rundle-Thiele, S, Waller, D, Elliot, G, Paladino, A, & Ferrell, O 2007, Marketing: Asia Pacific edition, John Wiley & Sons, Milton, QLD. Quart, A 2003, Branded: The buying and selling of teenagers, Arrow, London. Quester, P, Neal, C, Pettigrew, S, Grimmer, M, Davis, T & Hawkins, D 2007, Consumer behaviour: Implications for marketing strategy, 5th edn, McGraw-Hill, Sydney. Reed, P 2003, Strategic marketing planning, Thompson, Southbank, Victoria. Salzman, M, Matathia, I, & O’Reilly, A 2003, Buzz: Harness the power of influence and create demand, John Wiley & Sons, New Jersey. Scott, D 2010, The new rules of marketing and PR: how to use social media, blogs, news releases, online video, and viral marketing to reach buyers directly, John Wiley & Sons, Hoboken, NJ. (eBook) Summer, J 2003, Essentials of marketing, Nelson, Melbourne. Swartz, B 2004, The paradox of choice: why more is less, Harper Perennial, New York.

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Journals and Periodicals For your studies it is essential that you become familiar with the key academic journals in the marketing discipline. We suggest you use the eJournal link on the Library website to access the following:      

Australasian Marketing Journal European Journal of Marketing Journal of Marketing Journal of the Academy of Marketing Science Journal of Marketing Research Journal of Marketing Theory and Practice

It is also advised that you read publications such as Marketing Magazine, B&T, Ad News, and Business Review Weekly (BRW), or subscribe to their electronic newsletters and email updates.

Useful Websites Students should also check out the following websites and blogs for up to date information and opinions on marketing:      

www.ami.org.au www.marketingmag.com.au/blogs www.branddna.blogspot.com www.mokumarketing.com/blog www.crikey.com.au www.mumbrella.com.au

My Learning Online (MyLO) MyLO software has been incorporated into the delivery of this unit to enhance the learning experience by providing access to up to date course materials and by allowing for online discussion through this web based environment. To access MyLO from your own computer you will need the appropriate software, and hardware to run that software. To get started please refer to the University’s Learning and Teaching with MyLO homepage - http://www.utas.edu.au/learning-teaching-online. Note: Older computers may not have the hardware to run some of the required software applications. Contact your local IT support person or the Service Desk on 6226 1818 if you experience difficulties.

Details of Teaching Arrangements The lectures for this unit will be pre-recorded and will be accessible from MyLO. Lectures will be available weekly at 9.00am on Monday morning (for example the lecture for week one will be accessible from Monday 15 July, while the lecture for week two will be available from Monday 22 July). The lectures will provide an overview of the main content relating to the topics outlined in the study schedule (see page 16). These lectures will be supported by a number of supplementary readings, videos, and podcasts that are designed to deepen your knowledge of these topics (details

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about these readings are available from the BMA506 Foundations of Marketing Study Guide, which can be accessed from MyLO). For attending (face-to-face) students there will be a series of workshops, held in in weeks 1, 2, 4, 6, 8, 10 & 12 of semester. In Launceston, these workshops will be on Tuesday evenings between 5.00pm and 7.00pm in the Flexible Learning Space within the Sir Raymond Ferrall Centre (Room NH.X130). In Hobart, these workshops will be on Wednesday evenings between 5.00pm and 7.00pm in the Arts Lecture Theatre. For students enrolled in a distance mode there will be a series of online workshops, held in in weeks 1, 2, 4, 6, 8, 10 & 12 of semester. Workshops will be delivered using the University’s web conferencing software package – Blackboard Collaborate. Online workshops will be held at the times listed below, and distance students will be required to enrol in one of these sessions at the start of the semester.  

Tuesday 4.00pm to 5.00pm Thursday 7.00pm to 8.00pm

To participate in these sessions, students will need internet access, head-sets, and a microphone. More information about these sessions will be provided in the first week of semester. The focus of these workshops is to apply your knowledge of these concepts to practical marketing situations. Students are expected to be active participants in these workshops, and should come to workshops prepared to engage in discussion. Study Guide To further provide structure to your learning, the unit is supported by a study guide. The study guide will outline the topics covered in each learning module; identify the readings linked to each module, and the content to be covered in the workshops. The study guide can be accessed from the MyLO homepage for this unit

Communication, Consultation and Appointments How do you find out important information about this unit? In addition to the unit outline, I will communicate important information to you through recorded lectures and the Announcements section of the MyLO site. It is important that students check MyLO and their UTAS email accounts regularly – I suggest at least three times a week. Students may also post their own discussion or questions on the Q&A blog in MyLO. If you would like to talk to me one-to-one, then you can either send me an email or give me a call. You can also contact me via Skype. Note that you should use the contact details provided on page 2 of this unit outline. I will regularly check my UTAS email, and will endeavour to reply to your query within two working days. If you would like to see me in person, then you should email or phone me in advance to arrange an appointment.

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Assessment Assessment Schedule In order to pass this unit you must achieve an overall mark of at least 50 per cent of the total available marks. Details of each assessment item are outlined below. Assessment Item Value Due Date Length Assessment Item 1 – 20 marks Throughout semester 10 questions/10 End of module online (Weeks 3, 7, 11 & 13) minutes per test tests Assessment Item 2 – 15 marks 16 August 2013 1500 words* Individual essay Assessment Item 3 – 25 marks 4 October 2013 3000 words* Case analysis Assessment Item 4 – 40 marks Exam period 2 hours Examination * Word Limit: The word count includes such items as headings, in-text references, quotes and executive summaries. It does not include the reference list at the end of the assignment.

Assessment Item 1 – End of module online tests Task Description:

You are required to complete four (4) online tests, which are designed to test your understanding of the key concepts covered in each of the learning modules. Each test will be randomly constructed for every student. The test can be taken at a time of your choice during the designated week (see below). Students will need to log on to MyLO using their University username and password. A time limit of 10 minutes will apply for each test. Please note that each test will open at 9.00am on the Monday and close at 2.00pm on the following Sunday of each designated week. It is advised that you mark the following online test dates in your diaries for completion.

Task Length:

Ten (10) multiple choice, true/false and/or fill-in-the blank questions per test. You will need to complete the required readings prior to starting each test.

Test Dates:

Test 1: Week 3 (9.00am Monday 29 July – 2.00pm Sunday 4 August) Test 2: Week 7 (9.00am Monday 26 August – 2.00pm Sunday 1 September) Test 3: Week 11 (9.00am Monday 30 September – 2.00pm Sunday 6 October) Test 4: Week 13 (9.00am Monday 14 October – 2.00pm Sunday 20 October)

Value:

20 marks* *Your final mark for this assessment item will be an average of your scores for all four tests. If you miss a test, you will receive zero for that test.

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Assessment Item 2 – Individual Essay Task Description:

Individual Essay

Assessment Criteria:

A copy of the assessment criteria and marking scheme will be available through the Assessment folder in MyLO.

Task Length:

1500 words

Due Date:

Friday 16 August 2013, 2.00pm

Value:

15 marks

Assessment Detail:

The purpose of this assessment item is to assess your knowledge and opinion of what is marketing. It builds on the material covered in Module 1. You are required to write a short essay (1500 words) addressing the following questions: What is meant by the term ‘entrepreneurial marketing? What are some of the issues marketers may experience in trying to adopt an entrepreneurial approach to marketing? Use examples to support your answer.

Submission Guidelines:

This question should be answered in essay format, with an introduction, body, and conclusion. There is no requirement for a table of contents for this assignment, but page numbers must be included. The text for this assignment must be in a 12 point font with double line spacing. Examples are encouraged, and should be used to support your answers. A minimum of eight (8) academic references must be used. Please check MyLO regularly for announcements about this piece of assessment. This assessment item should be submitted electronically (via MyLO) by 2.00pm on the due date, or late penalties will be applied.

Assessment Item 3 – Case Analysis Task Description:

Individual written report

Assessment Criteria:

A copy of the assessment criteria and marking scheme will be available through the Assessment folder in MyLO.

Task Length:

3000 words

Due Date:

Friday 4 October 2013, 2.00pm

Value:

25 marks

Assessment Detail:

The purpose of case analysis is to assess your understanding of the marketing mix, and your ability to apply it to analyse real-world business organisations. To complete this assessment item you are required to nominate an organisation you would like to use as a case study. You are required to nominate your case organisation by 5.00pm on Friday 9 August, 2012 – your 11

nomination must be made through the relevant drop-box in the Assessment Item 3 folder on MyLO. With your nomination you must include a brief (200 word) explanation of why you would like to use this case organisation. Nominations will be reviewed and approved by the Unit Coordinator. Next, you will need to conduct your own research into your chosen case organisation. This research should be conducted using only publically available secondary data and your own observations of the business. Once you have completed this research you are required to prepare a written report addressing the following questions. Note that your answers should relate to what you have learnt about your case organisation. Question 1 Given what you know about your case organisation, critically analyse their marketing mix (i.e. product, price, promotion, and place) using relevant theory. Question 2 Identify and discuss two (2) environmental trends that you believe will impact upon your case organisation in the future. How could your case organisation improve their marketing mix in response to these trends? Submission Guidelines:

Your report should be presented in 12 point font and double line spacing. Headings should be used to help structure your answers; but a table of contents is not required. Page numbers must be used. You should allow around 1500 words each for Question 1 and Question 2. For this assessment item you are required to use five (5) academic references. You must submit your report by 2.00pm on the due date, or late penalties will be applied. Students will be responsible for undertaking their own research into their chosen case organisation.

Assessment Item 4 – Final Exam Format:

Written Exam

Duration:

2 hours

Assessment Detail:

The final examination will be closed book. It will be of two hours duration, and is worth 40 per cent of the total available marks for this unit. More information on the exam and its content will be released later in the semester.

Your final examination for this unit will be held during the scheduled examination period as indicated by Student Administration in correspondence to you. Examinations will normally be scheduled Monday to Saturday inclusive. Examinations may be held during the day or evening and students should consult the university information which will be made available towards the end of semester.

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You are advised to make any necessary arrangements with employers now for time off during the examination period to sit this examination. Your participation at the scheduled time is not negotiable unless there are exceptional circumstances. Note that you will be expected to sit the examination at your recorded study centre. Supplementary Exams: Except in special circumstances and on the recommendation of the unit coordinator or the Head of School, a student who fails will not be granted a supplementary examination.

Special Consideration and Student Difficulties If a student is experiencing difficulties with their studies or assignments, have personal or life planning issues, disability or illness which may affect their course of study, they are advised to raise these with their lecturer in the first instance. Students may also contact the Student Adviser who will be able to help in identifying the issues that need to be addressed, give general advice, assist by liaising with academic staff, as well as referring students to any relevant University-wide support services. The Student Adviser is located in room 318a in the Commerce Building in Hobart and is contactable by phone on 6226 1916. In Launceston the Student Adviser is located in room A168 in Building A and is contactable by phone on 6324 3312. There is also a range of University-wide support services available including Student Services, International Services and Learning Development. Please refer to the Current Students homepage at http://www.utas.edu.au/students. Should a student require assistance in accessing the Library, visit their website for more information at http://www.utas.edu.au/library/. Students who have completed their examinations and who feel that they have been disadvantaged due to illness or other circumstances affecting their study, may fill out a form to request that their lecturer takes this into consideration when marking the examination. Forms should be submitted directly to the relevant school, accompanied by appropriate supporting documentation, as soon as possible after the completion of the examination. Granting of special consideration is at the discretion of the lecturer and school. The relevant form can be found at the following website: http://www.studentcentre.utas.edu.au/examinations_and_results/forms_files/index.htm#eits. Students with a non-English speaking background may be permitted to take a bilingual dictionary into an exam. This dictionary must not be annotated – that is, it must have no notes written in it. Students must request permission from the Student Centre in order to use a bilingual dictionary.

Submission of Coursework Lodging Coursework All Coursework must have the School of Management Assignment Cover Sheet, which is available as a blank template from the School of Management website: http://www.utas.edu.au/management/student-resources. All assignments must include the tutor’s name on the assignment Cover Sheets when they are submitted. If this is not done the assignment will not be accepted and therefore will not be marked.

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Please remember that you are responsible for lodging your Coursework on or before the due date. We suggest you keep a copy. Even in the most ‘perfect’ of systems, items sometimes go astray. Assignments must be submitted electronically through the relevant assignment drop box in MyLO. All coursework must be handed in by 2.00pm on the due date.

Requests for Extensions Written Coursework: Extensions will only be granted on medical or compassionate grounds and will not be granted because of work or other commitments. Requests for extensions should be made in writing to the unit coordinator prior to the due date. Medical certificates or other evidence must be attached and must contain information which justifies the extension sought. Late assignments which have not been granted an extension will, at the lecturer’s discretion, be penalised by deducting ten per cent of total marks for each full day overdue. Assignments submitted more than five days late will normally not be accepted by the unit coordinator. Online Tests: Students who are unable to sit a test on medical or compassionate grounds (work or other commitments are not considered 'compassionate grounds') may request that they be permitted to submit alternative Coursework. Please do not expect a special test to be held for you if you choose to go on holidays or undertake other activities on the scheduled date. If you do need to request alternative Coursework, you should do so in writing to the unit coordinator prior to the due date. Medical certificates or other evidence must be attached and must contain information which justifies the request. The telephone number of the doctor should also be included.

Faculty of Business Late Assessment Policy A full copy of the Faculty of Business Assessment Submission policy is available from the Faculty homepage at http://www.utas.edu.au/business/student-resources/policies,-forms-and-otherinformation2/faculty-policies-and-administration

Academic Referencing and Style Guide Before starting their assignments, students are advised to familiarise themselves with the following electronic resources. The first is the School of Management Writing Assignments: A Guide, which can be accessed from the following site - : http://www.utas.edu.au/management/student-resources. The guide provides students with useful information about the structure and style of assignments in the School of Management. The second is the Harvard Referencing System Style Guide, which can be accessed from the UTAS library (http://utas.libguides.com/content.php?pid=27520&sid=199808). The Harvard Referencing System will be used in all School of Management units, and students are expected to use this system in their assignments.

Academic Misconduct and Plagiarism Academic misconduct includes cheating, plagiarism, allowing another student to copy work for an assignment or an examination, and any other conduct by which a student: (a) seeks to gain, for themselves or for any other person, any academic advantage or advancement to which they or that other person are not entitled; or (b) improperly disadvantages any other student. 14

Students engaging in any form of academic misconduct may be dealt with under the Ordinance of Student Discipline. This can include imposition of penalties that range from a deduction/cancellation of marks to exclusion from a unit or the University. Details of penalties that can be imposed are available in the Ordinance of Student Discipline – Part 3 Academic Misconduct, see http://www.utas.edu.au/universitycouncil/legislation/. Plagiarism is a form of cheating. It is taking and using someone else’s thoughts, writings or inventions and representing them as your own, for example:   

using an author’s words without putting them in quotation marks and citing the source; using an author’s ideas without proper acknowledgment and citation; or copying another student’s work.

If you have any doubts about how to refer to the work of others in your assignments, please consult your lecturer or tutor for relevant referencing guidelines, and the academic integrity resources on the web at http://www.academicintegrity.utas.edu.au/ The intentional copying of someone else’s work as one’s own is a serious offence punishable by penalties that may range from a fine or deduction/cancellation of marks and, in the most serious of cases, to exclusion from a unit, a course, or the University. The University and any persons authorised by the University may submit your assessable works to a plagiarism checking service, to obtain a report on possible instances of plagiarism. Assessable works may also be included in a reference database. It is a condition of this arrangement that the original author’s permission is required before a work within the database can be viewed. For further information on this statement and general referencing guidelines, see http://www.utas.edu.au/plagiarism/ or follow the link under ‘Policy, Procedures and Feedback’ on the Current Students homepage.

Study Guide As mentioned, a study guide for this unit will be available through the Learning Hub icon on MyLO during Week 1. Completing the required readings, in addition to listening to and watching the audio recorded lectures and videos, will guide your learning of marketing theory. Students are expected to work through the study schedules over the course of a thirteen (13) week semester. I suggest you follow the lecture schedule on page 16, and allocate the same number of weeks to completing each module. You should also check the MyLO site on a weekly basis, as this is where you will find additional learning materials, the audio recorded lectures for each week and relevant videos from your lecturer.

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Study Schedule Week Start of Week

Text Chapter

1

15 July

Chp. 1

2

22 July

3

29 July

Additional Reading – MyLO Library Chp. 2

4

5 August

Chp. 3

5

12 August

Chp. 4 & 5

6

19 August

Chp. 6

7

26 August

Chp. 7

Topic Module 1: What is Marketing? Lecture 1: Role and function of Marketing. Identification of key marketing concepts Module 1: What is Marketing? Lecture 2: Value creation, and entrepreneurial marketing Module 2: Understanding Markets and Customers. Lecture 3: Understanding the dynamics of the marketing environment Module 2: Understanding Markets and Customers. Lecture 4: Marketing research and information management Module 2: Understanding Markets and Customers. Lecture 5: The buyer behaviour of consumers and businesses Module 2: Understanding Markets and Customers. Lecture 6: Market segmentation, targeting and positioning Module 3: The Marketing Mix. Lecture 7: Product management

Mid-Semester Break: 2 – 6 September 2013 inclusive 8

9 September

Chp. 8

Module 3: The Marketing Mix. Lecture 8: Pricing – capturing customer value

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16 September

Chp. 10 & 12

10

23 September

Chp. 9 & 12

11

30 September

12

7 October

13

14 October

Additional Reading – MyLO Additional Reading – MyLO Chp. 14

Module 3: The Marketing Mix. Lecture 9: Distribution and logistics Module 3: The Marketing Mix. Lecture 10: Integrated marketing communications Module 4: Marketing Strategy. Lecture 11: Branding and brand management Module 4: Marketing Strategy. Lecture 12: Relationship marketing and management Module 4: Marketing Strategy. Lecture 13: Strategic marketing planning

Examination Period: 26 October – 12 November 2013

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