Unit rationale, description and aim
Marketing is a multi-faceted activity. It is a part management function, part creative function and part scientific or analytical function. This unit provides the scaffolding that bridges the core principles of markets and marketing covered in the foundation unit and the study of marketing as a discipline in a more in-depth way. The unit is taught from the perspective of a Marketing Manager who makes decisions about products in the marketplace, and who utilises tools in order to make these decisions. Students are introduced to these tools, many of which contribute to the design and implementation of a marketing mix (the core ingredient of marketing strategy). As such the unit focusses on the managerial aspects of marketing such as, market research, brands, pricing, distribution, marketing channels, and the marketing of services. The unit incorporates discussion about the principles of producing goods and services that add authentic value and promote responsible stewardship over resources, recognise responsibility for the common good, the environment and society.
The aim of this unit is to provide students with knowledge and understanding of the key concepts, practical tools and practices of marketing. The unit provides a strong foundation to marketing practice and allows students to build on these foundations in higher level marketing units.
Learning outcomes
To successfully complete this unit you will be able to demonstrate you have achieved the learning outcomes (LO) detailed in the below table.
Each outcome is informed by a number of graduate capabilities (GC) to ensure your work in this, and every unit, is part of a larger goal of graduating from ACU with the attributes of insight, empathy, imagination and impact.
Explore the graduate capabilities.
Explain the nature and contribution of the marketi...
Learning Outcome 01
Analyse the role of the marketing mix elements in ...
Learning Outcome 02
Discuss the use of new product development or serv...
Learning Outcome 03
Examine the nature and processes of market researc...
Learning Outcome 04
Content
Topics will include:
- managing marketing and the role of marketing managers
- understanding customers and the marketplace through market research
- supply chain management
- approaches to pricing and pricing strategies
- researching key differences and challenges in marketing services
- sustainable resources and products for individuals, society and the environment
- ethics and marketing practice.
Assessment strategy and rationale
To pass this unit, students are required to demonstrate mastery of all learning outcomes and achieve an aggregate mark of at least 50%. Each assessment will be marked according to a rubric specifically developed to measure the level of achievement of the learning outcomes for each assessment item. A final grade will be awarded reflecting the overall achievement in the unit.
Assessment 1 is designed to determine the extent to which students understand and appreciate the function of marketing in the organisation and the role of segmentation analysis and personal development, including ethical considerations enumerated in professional codes of conduct.
Assessment 2 is designed to determine students' understanding of the integration of key elements of the marketing mix. Students will be expected to analyse the strategy as a whole and identify gaps and inconsistencies. The lecturer will provide the company or campaign to be assessed.
Assessment 3 builds on Assessment 2 and requires students to develop an appropriate market plan. The link between assessments 2 and 3 ensures that each student has a unique perspective and different justifications for the strategies and tactics proposed.
Academic integrity will be assured by determining different contexts for the assessment each semester, for example, the position description may be for a not for profit, government, service sector or start-up organisation. Each of these requires different marketing skillsets within the broad definition of marketing functions.
Strategies aligned with transition pedagogies will be utilised to facilitate successful completion of the unit assessment tasks. For each assessment, there will be the incorporation of developmentally staged tasks with a focus on a progressive approach to learning. This will be achieved through activities, including regular feedback, particularly early in the unit of study to support their learning; strategies to develop and understand discipline-specific concepts and terminology; in-class practice tasks with integrated feedback; and greater peer-to-peer collaboration.
Overview of assessments
Assessment Task 1: Segmentation Analysis an...
Assessment Task 1: Segmentation Analysis and Persona Development
Students are required to perform a segmentation analysis and develop a consumer persona for a client.
Submission Type: Group
Assessment Method: 15-20 minutes video Presentation & slide deck
Artefact: Segmentation and persona presentation
20%
Assessment Task 2: Marketing Mix Analysis ...
Assessment Task 2: Marketing Mix Analysis
Students would be required to critique the marketing approach adopted regarding the company's products (or services), pricing, distribution, and integrated marketing communication (IMC). The outcome of this assessment is to identify gaps in the marketing strategy where the company would benefit from further information.
Submission Type: Individual
Assessment Method: Report
Artefact: Written report
30%
Assessment Task 3: Marketing Plan Students would...
Assessment Task 3: Marketing Plan
Students would be required to write a 2000-word marketing plan for a new product or service based on the information provided to them throughout the semester and the assessment tasks they have already completed.
Submission Type: Individual
Assessment Method: Report
Artefact: Written Proposal
50%
Learning and teaching strategy and rationale
Learning and teaching strategy is based on student engagement in the learning process by participation in workshops or equivalent and practical activities designed to reinforce learning. Workshops or equivalent activities support students to actively participate in the construction and synthesis of knowledge both individually and in small groups. This unit takes an active learning approach to guide students in the development, knowledge and processes utilised by marketing managers who make decisions about products in the marketplace, and who utilise tools in order to make these decisions. The learner would be able to explore the knowledge base underpinning fundamental marketing theory, concepts and practices in a series of workshops and practical activities. These workshops or equivalent and practical activities are designed to support students to actively participate in the development of their knowledge, both individually and in groups. By participating in these workshops or equivalent and practical activities, students will develop an understanding of the different types of marketing approaches, and the key activities performed by marketers. This unit takes a collaborative learning approach through a series of lectures (pre-recorded and live/on-campus), discussions and examples. This approach is designed for students to develop critical and reflective skills in an independent and group environment.
Mode of delivery: This unit is offered mainly in ‘Attendance mode’ with aspects of ‘Multi-mode’ incorporated into the delivery to maximise the learning support offered to students. Students will be required to attend face-to-face workshops in specific physical location/s and have face-to-face interactions with teaching staff to further their achievement of the learning outcomes. This unit is also structured with some required upfront preparation before workshops – learning materials and tasks set via online learning platforms. This will provide multiple forms of preparatory and practice opportunities for students to prepare and revise.
Further to this, to ensure students are ready to transition from the Diploma and articulate into the second year of undergraduate study, transition pedagogies will be incorporated into the unit as the key point of differentiation from the standard unit. This focuses on an active and engaging approach to learning and teaching practices, and a scaffolded approach to the delivery of curriculum to enhance student learning in a supportive environment. This will ensure that students develop foundation level discipline-based knowledge, skills and attributes, and simultaneously the academic competencies required of students to succeed in this unit.
Representative texts and references
Armstrong, G, Adam, S, Denize, S, Volkov, M & Kotler, P 2018, Principles of Marketing, 7th edn, Pearson Australia.
Elliott, G, Rundle-Thiele, S, Waller, D, Smith, S, Eades, E & Bentrott, I 2020, Marketing, 5th edn, John Wiley & Sons Australia, Milton.
Pride, WM, Ferrell, OC, Lukas, BA, Schembri, S, Niininen, O & Casidy, R 2021, Marketing Principles, 4th Asia-Pacific edn, Cengage Learning, Australia.
Current Scholarly Articles
Hydock, C, Chen, Z & Carlson, K 2020, ‘Why Unhappy Customers Are Unlikely to Share Their Opinions with Brands’, Journal of Marketing, vol. 84, no.6, pp. 95–112.
Kessari, M, Joly, C, Jaouen, A & Jaeck, M 2020, ‘Alternative food networks: good practices for sustainable performance’, Journal of Marketing Management, vol. 36, no. 15/16, pp. 1417–1446.
Lee, H, Lalwani, AK & Wang, JJ 2020, ‘Price No Object!: The Impact of Power Distance Belief on Consumers' Price Sensitivity’, Journal of Marketing, vol. 84, no. 6, pp. 113–129.
Morgeson III, FV, Hult, GTM, Mithas, S, Keiningham, T & Fornell, C 2020, ‘Turning Complaining Customers into Loyal Customers: Moderators of the Complaint Handling–Customer Loyalty Relationship’, Journal of Marketing, vol. 84, no.5, pp. 79–99.
Ng, S, Faraji-Rad, A, & Batra, R 2021, ‘Uncertainty Evokes Consumers' Preference for Brands Incongruent with their Global–Local Citizenship Identity’, Journal of Marketing Research, vol. 58, no. 2, pp. 400–415.
Ozdamar, EZ, Atik, D, & Murray, J 2020, ‘The logic of sustainability: institutional transformation towards a new culture of fashion’, Journal of Marketing Management, vol. 36, no. 15/16, pp. 1447–1480.
Simpson, B, Schreier, M, Bitterl, S & White, K 2021, ‘Making the World a Better Place: How Crowdfunding Increases Consumer Demand for Social-Good Products’, Journal of Marketing Research, vol. 58, no. 2, pp. 363–376.
Vomberg, A, Homburg, C & Gwinner, O 2020, ‘Tolerating and Managing Failure: An Organizational Perspective on Customer Reacquisition Management’, Journal of Marketing, vol. 84, no. 5, pp. 117–136.
Wilson, JAJ 2020, ‘Understanding branding is demanding...’, Journal of Marketing Management, vol. 36, no. 13/14, pp. 1178–1189.
Zhou, C, Albuquerque, P & Grewal, R 2021, ‘Competition and Firm Service Reliability Decisions: A Study of the Airline Industry’, Journal of Marketing Research, vol. 58, no. 2, pp. 377–399.