MKTG101/GCSB103

Marketing Fundamentals


Unit Outline


Semester 2, 2009

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Table of Contents



General Information


1. Statement of Purpose 3

2. Administrative Details 3

3. Pre- and Co-requisites 3

4. Student Workload 3

5. Mode of Delivery 3

6. Specialist Facilities or Resource Requirements 4

7. Attendance 4



Academic Details


8. Student Learning Outcomes 4

9. Generic Skills Development 4

10. Vocational Outcomes 5

11. Unit Content 5

12. Student Assessment 6

13. Plagiarism, Collusion and Cheating 7

14. Prescribed and Recommended Readings 7

15. SIBT Policies and Procedures 7



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1. Statement of Purpose
Displays of marketing practice surround us. In the course of an ordinary day we encounter
hundreds, even thousands of products brought to us by professional marketers and we are the
targets of countless marketing communications campaigns. This programme will introduce you to
the techniques and the concepts that practicing marketers use to develop these products and these
campaigns. The marketers are working to bring about exchanges that will simultaneously satisfy
our needs and the needs of their organisations.

We will examine the evolution of marketing thought and the environment in which it operates. We
will look closely at what constitutes a market and how a marketer identifies, segments and targets
markets. We will introduce you to the ways in which marketers develop the elements of the
Marketing Mix:

- the actual product that will most exactly meet the customers needs,
- the price to charge for the product,
- the distribution strategy that will get the product to the consumer, and
- the communications strategy to persuade customers to demand the product.

Marketers have a serious responsibility towards the communities in which they operate. Marketing
activities can be very intrusive and they have the potential to be manipulative and exploitative.
We will therefore focus attention not just on the marketing techniques themselves but also on the
ethical issues that arise in connection with their use.

2. Administrative Details
MKTG101 counts as a core unit towards SIBTs Diploma and Advanced Diploma of Business
Administration (Business Administration and International Business stream), the Diploma of
Commerce (Commerce and Commerce-Marketing stream) and towards the Diploma and Advanced
Diploma of Computing (eBusiness Management stream). It may count as an elective towards other
courses.

MKTG101 is a 3 Credit Point (CP) unit and has a duration of one semester.

In the first instance, contact your lecturer with any matters you would like to discuss in relation to
this course. They will advise you of the best way to contact them in week 1. You are encouraged
to contact Steve Erichsen if you have any other general questions or issues you would like to
discuss regarding the lectures, the case studies or any aspects of the course.

Unit Supervisor: Steve Erichsen
Contact: Via the SIBT Portal

Consultation hours will be advised in class at the beginning of the semester.

3. Pre- and Co-requisites

MKTG 101 has no pre-requisite nor any co-requisite units.

4. Student Workload
This course duplicates the workload, format and content of MKTG101 at Macquarie University,
where it is a 3 credit point unit. The University calculates that, on average, such units require 12
hours of work per week throughout the semester, including non-teaching weeks. This means you
should do around 9 hours of study per week in addition to our 3 hour weekly classes - a total of 12
hours per week.

5. Mode of Delivery
The unit is taught in face-to-face lectures which will include Powerpoint slides, videos, case studies
and class discussion.


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Students are advised to download the MKTG101 lecture slides which are available on the SIBT
Portal. All the slides used during the lectures will be loaded into the Portal before the lectures.

Any other material that might become necessary during the course will be available via the SIBT
Portal facilities. We will advise you whenever such material is available and where to locate it.

6. Specialist Facilities or Resource Requirements

Any additional materials required will be provided via the SIBT Portal.

7. Attendance
SIBT requires all students to attend at least 80% of the scheduled course contact hours each
semester for the following reasons:
Attendance is the most important element to help students achieve satisfactory academic
progress; that is, passing at least 50% of enrolled units each semester.
Students may not be able to apply for special consideration or deferred examinations, lodge an
application for a grade review or be eligible to sit the final examinations if they have not met
the 80% attendance requirement.

Attendance is recorded electronically through the SIBT Portal during each class. A student is not
permitted to 'swap' classes or to attend a class other than the one in which they are enrolled
without prior permission. Students are required to attend all lectures tutorials and practicals at the
times shown on their timetable. This means arriving on time, including returning from breaks on
time and staying for the duration of the lecture, tutorial or practical. If students arrive late to class
they will be asked to wait until the lecturer admits them to the room.

For more information refer to SIBTs Attendance Policy on the Portal.

8. Student Learning Outcomes

After successful completion of the unit, the student will be able to:

1) recognise the application of marketing principles in the phenomena you see around you;
2) analyse the strengths, weaknesses, opportunities and threats of a business
3) think analytically about marketing activities and understand the processes and probable
objectives of the manager who made the marketing decisions;
4) have a greater understanding of the marketing processes that you will encounter every day
in your role as a potential consumer, a member of several target markets;
5) relate marketing as an integral part of the functional activities of any business.

9. Generic Skills Development

The SIBT experience is designed to lead students to a career in the city and a place in the
commercial world. It encourages life-long learning and links teaching to cutting-edge research.

SIBT seeks to develop generic skills for students, building flexible outcomes for life and for the
workplace over a life's career. These skills include:
foundation skills of literacy, numeracy and information technology;
self-awareness and interpersonal skills, such as the capacity for self-management,
collaboration and leadership;
communication skills for effective presentation and cultural understanding;
critical analysis skills to evaluate, synthesise and judge;
problem-solving skills to apply and adapt knowledge to the real world; and
creative thinking skills to imagine, invent and discover

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10. Vocational Outcomes
Marketing is the driver behind all organisations - a comprehensive understanding of the
methodologies and theory of marketing is essential for those contemplating any business career.
There are many roles that are available to those having a qualification that includes marketing as a
foundation subject.

11. Unit Content

Semester 1 2009 Lecture Schedule
Week Week
Commencing

Lecture Topic Textbook
Reference
1 22 June Introduction Chapter 1

2 29 June Planning marketing
strategies
Chapter 2

3 6 July The marketing environment
and
Market research
Assignment 1 Allocated
Chapters 3 & 4
4 13 July Target markets Chapter 5


5

20 July

Test 1 in-class


Covers material
in Weeks 1 - 4
(Chapters 1-5)

6 27 July Buyer behaviour
Assignment 1 Due
Assignment 2 Allocated
Chapters 6 & 7

7 3 August Product decisions - I Chapter 8

8 10 August Product decisions - II Chapter 9

Semester Break
Mon, 17 August - Fri, 21 August

9 24 August Pricing Decisions
Assignment 2 Due
Chapters 10 & 11

10

31 August

Test 2 in-class


Covers material
in Weeks 5 - 9
(Chapters 6-11)

11 7 September Place decisions Chapters 12 & 13

12 14 September Promotion decisions Chapters 14 & 15

13 21 September Course Review & Exam
preparation



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12. Student Assessment

Assessment Item

Weighting

Due Week

Learning Outcomes Assessed

1
st
In-Semester Test 15% 5 LO 1, LO 3
2nd In-Semester
Test
15% 10
LO 1, LO 2, LO 3
Assignment 1 10% 6 LO2
Assignment 2 10% 9 LO 1, LO 2, LO3, LO4
Final Examination 50% Examination Week LO 1, LO 2, LO 3, LO 4, LO5

The two in-semester tests during this course are each worth 15% of your grade for the unit. The
tests are both multiple-choice in format. Their dates and an indication of the material covered by
each test are shown in the above table and the Lecture Schedule.

Assignment 1: The assignment has a value of 10% and will be provided to students in Week 3.
The assignment should be submitted to your teacher in class in Week 6. Late submission of the
assignment will not be accepted; failure to submit on time will result in a score of zero for this
component of the course.

Assignment 2: The assignment has a value of 10% and will be provided to students in Week 6.
The assignment should be submitted to your teacher in class in Week 9. Late submission of the
assignment will not be accepted; failure to submit on time will result in a score of zero for this
component of the course.

The remaining 50% of your grade will be determined by your results in a three-hour examination
at the end of this unit. The final examination consists largely of multiple choice questions similar to
those used in the in-semester tests. You must pass the final examination, regardless of the
marks you achieve in the in-semester tests, to pass this unit.

Learning Outcomes Assessed: The examinations and assignment will focus on the students
understanding of the subject matter specifically in the areas of the learning outcomes.

Additional Important Information: You are expected to sit the final examination at the
scheduled time. In exceptional circumstances, a student may be offered the opportunity to sit a
supplementary examination. (See the note on Special Consideration below.) Please note that due
to the extra preparation time such students will have had and the opportunities they will have had
to consult with students who sat the scheduled examination, the supplementary examination will
be set to a higher standard and will be marked more critically than the scheduled examination.

Remember also, that if you sit for a supplementary examination, your grade will be determined by
your performance in the supplementary examination, regardless of whether it is better or
worse than your achievement in any scheduled examination you might have completed.

Special Consideration

SIBT recognises that a students performance in assessment tasks or examinations may be
affected by compassionate or compelling circumstances. Special Consideration Policy allows for
reasonable adjustment to the standard assessment requirements and ensures equitable
assessment for all students.

For more information please refer to SIBTs Special Consideration Policy.

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13. Plagiarism, Collusion and Cheating
Plagiarism

Plagiarism means presenting the work or property of another persons as ones own, without
appropriate acknowledgement or referencing and can include:
Copying of another students or authors exact sentences, paragraphs, or creative products
(drawings, graphics) without clearly indicating that you are making a direct quote and/or
without giving a reference (includes copying from books, articles, thesis, unpublished works,
working papers, seminar and conference papers, internal reports, internet, lecture notes or
tapes).

Collusion

Collusion is an agreement and subsequent cooperation between two or more people for fraudulent
purposes. Some examples of collusion or cheating are:
Borrowing a classmates assignment for the purpose of modifying it and presenting it as though
it was your own work
Allowing a classmate to look at an assignment that you have already done so that they can
copy it

Cheating in examinations

Cheating in examinations includes undertaking, or attempting to undertake the following:
Taking unauthorised written notes into an examination whether on some object or on part
of the body
Communicating with others during examinations (whether by speaking, electronic or other
means)
Having notes written in dictionaries
Leaving notes outside the classroom to use during an exam
Looking at another student's answers during an examination and
Allowing a classmate to look at your answers during an exam.

Penalties apply for plagiarism, collusion and cheating.

For more information refer to SIBTs Academic Integrity and Honesty Policy on the Portal



14. Prescribed and Recommended Readings
The textbook to accompany this course is Marketing: Core concepts & Applications Pride,
Elliott, Rundle-Thiele, Waller, Paladino and Ferrell 2
nd
Edition Publisher:Wiley. It is available
in the Coop Bookshop or as an eBook and will further explain most of the lecture material.

Please Note Well: You will not be able to cover the full course work without access to this text.

15. SIBT Policies and Procedures
For details on SIBTs Policies and Procedures please refer to the SIBT Student Portal:
http://portal.sibt.nsw.edu.au/