Beruflich Dokumente
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Pre-requisites: NIL
https://secure.jcu.edu.au/app/studyfinder/index.cfm?subject=LB5232&year=2015&transform=subjectwebview.xslt
This subject outline has been prepared by Dr Breda McCarthy and Gregory Trotman for the College of Business,
Law and Governance, Division of Tropical Environments and Societies James Cook University. Updated 17
November 2015.
Q1. This subject is offered across more than one campus and/or mode and/or teaching
period within the one calendar year.
Yes
No
Q2. If yes [Q1], the design of all offerings of this subject ensure the same learning
outcomes and assessment types and weightings.
Yes
No
Copyright 2015
This publication is copyright. Apart from any fair dealing for the purpose of private study, research, criticism, or review as
permitted under the Copyright Act, no part may be reproduced by any process or placed in computer memory without written
permission.
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Contents
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Staff member
Campus
Subject Coordinator
Townsville
Lecturer
Gregory Trotman
Brisbane
Room
L6
Phone
Consultation
times*
478 15717
lynne.eagle@jcu.edu.au
n/a
30017853
Gregory.trotman@jcu.edu.au
Thurs 11-12.30
Wed 11-12.30
Time
Room/
Location
Day/ Date
Lecture
1.00pm 2.50pm
Tuesday
Commences: 17 November, 2015
Room 303
Workshop
3.00pm 4.50pm
Tuesday
Commences: 17 November, 2015
Room 303
For information on the days and times when lectures, tutorials, workshops, etc. are scheduled for all of your
subjects, visit JCUB Lecture Timetables at http://www.jcub.edu.au/
Item
Supervised
individual
assessment
Weight
Due Date
Census date
15%
35%
50%
Examination Period
3. Final Exam
You must obtain a final mark of at least 50% to pass the subject. In addition, the expectation is to obtain at
least an average of 50% over all invigilated components (supervised individual assessment) within a subject to
pass the subject overall. Any student who does not achieve a pass in the invigilated components may, in
exceptional circumstances, be reviewed by the School Assessment Committee.
Students who have completed less than 100% of the assessment will be subject to review by the School
Assessment Committee which could result in an overall fail.
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Assessment
4.
Assessment
Page 5
Prescribed Texts
Solomon, M., Hughes, A., Chitty, B., Marshall, G., Stuart, E. (2012). Marketing: real people, real choices (3rd
ed.). Frenchs Forest, NSW: Pearson.
Further Reading
Belz, F-M. & Peattie, K. (2012). Sustainability Marketing. Chichester: John Wiley & Sons.
Cravens, D.W. & Piercy, N.F. (2008). Strategic Marketing (9th ed.). New York: McGraw-Hill.
Emery, B. (2012). Sustainable Marketing. Harlow: Pearson.
Lehmann, D.R. & Winer, R.S. (2008). Analysis for Marketing Planning (7th ed). Boston: McGraw-Hill.
Lovelock, C., Patterson, P. & Wirtz. (2011). Services Marketing: An Asia-Pacific and Australian Perspective
(5th ed.). Frenchs Forest, NSW: Pearson Education.
Lovelock, C.H. & Wirtz, J. (2007). Services Marketing: People, Technology, Strategy (6th ed). Upper Saddle
River, NJ: Pearson Education.
Martin, D. & Schouten, J. (2012). Sustainable Marketing. Upper Saddle River, NJ: Pearson.
McDonald, M. & Wilson, H. (2011). Marketing Plans: How to Prepare them, How to use them (7th ed.).
Chichester: John Wiley & Sons.
Quester, P., Pettigrew, S. & Hawkins, D. (2011). Consumer Behaviour: Implications for Marketing Strategy (6th
ed.). North Ryde, NSW: McGraw Hill.
Reed, P. (2010). Strategic Marketing: Decision Making and Planning (3rd ed.). South Melbourne: Cengage
Learning Australia.
Wood, M. (2011). The Marketing Plan Handbook (4th ed.). Upper Saddle River, NJ: Prentice Hall.
While you may wish to read other textbooks, you may benefit more from developing an understanding of marketing
activities and competitive responses, starting with the examples presented in the prescribed text and in academic
papers. It will be to your advantage while studying this subject to pay as much attention as possible to the marketing
activities going on around you. You can do this in a number of ways:
Develop close liaison with marketing managers where you work;
Regular monitoring of the local, national and international business and financial media;
Daily scrutiny of national business newspapers;
Accessing international business publications on the internet; and
Accessing journal articles from JCU electronic databases.
Recommended Journals
Australasian Marketing Journal
European Journal of Marketing
Journal of Consumer Research
Journal of Marketing
Journal of Marketing Research
Journal of Retailing
Marketing Science
Other Resources
AdNews http://www.adnews.com.au/
B&T http://www.bandt.com.au/
Business Review Weekly (BRW) http://www.brw.com.au/
Marketing Magazine http://www.marketingmag.com.au/
Media Week http://mediaweek.com.au/
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The site for this subject is opened to all participants enrolled in the subject at least seven days prior to the commencement of
the subject. Browser requirements for LearnJCU are provided on the opening webpage of LearnJCU.
SLO 1, 4
CLO: K1, S2, S3, A1
Group or individual
Individual
Weighting / Length
Due date
SLO 1, 2, 3, 4
CLO: K1, S2, S3, A1
Group or individual
Weighting / Length
Due date
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Aligned subject
learning outcomes
SLO 1, 2, 3, 4
CLO: K1, S2, S3, A1
Weighting / Length
50%
Date
In examination period
Duration
2 hours
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1. Extensions will be granted in cases of illness or personal issues (medical certificate/counsellors statement
required). It is at the discretion of the subject co-ordinator/lecturer that extensions will be granted for inescapable,
unexpected, documented work commitments (provide documentation). You should contact your lecturer before the
due date if you are likely to require an extension.
2. Where no prior extension has been approved, late submissions will incur a penalty of 5% per day or part thereof.
Weekends are treated as a single full day because university buildings are not usually accessible of over the
weekend to allow for submission. Assessment tasks will generally not be graded after 14 days past the due date.
3. Assignments must be submitted via the Safe Assignment drop box on the subject site, LearnJCU. Submissions
must include a signed JCU cover sheet. Assignments without a signed coversheet will not be graded.
4. The assessment will be returned with feedback in no more than 21 days from due date of the assessment item.
Accommodation
www.joblinx.com.au
Email: June.Menzies@JCUB.edu.au
Office: Level 9 or visit Concierge Services, Ground Floor to arrange an
appointment
http://www.jcu.edu.au/student/enrolment/index.htm or Concierge
Services, Ground Floor
http://www.jcu.edu.au/student/complaints/index.htm
Finance Officer Ground Floor
http://www.jcu.edu.au/studentequity/
http://www.jcu.edu.au/getready4uni/life/JCU_117712.html
Page 9
www.jcu.edu.au/student/
Language and Learning Centre Room 801
http://www-public.jcu.edu.au/learningskills/ and
http://www-public.jcu.edu.au/libcomp/index.htm
Resource Centre Level 2
http://www.jcu.edu.au/student/responsibilities/index.htm
http://www.jcu.edu.au/policy/allitoz/JCUDEV_005375.html
Student Policies
Student Council
Students with a Disability
http://www.jcu.edu.au/policy/student/
http://www.jcub.edu.au/students/student-services/student-council.aspx
http://www.jcu.edu.au/policy/allitoz/JCUDEV_005333.html
http://www.jcu.edu.au/policy/allitoz/JCUDEV_005344.html
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Topic
Readings
1
17 Nov
Chapter 1
2
24 Nov
3
1 Dec
4
8 Dec
5
15 Dec
19 Dec
3 Jan
6
5 Jan
Related
Assessment
Case Study,
Marketing Plan,
Exam
Case Study,
Marketing Plan,
Exam
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Tutorial/Workshop
Analysing a Case Study
Developing a Marketing
Plan
Case Study,
Marketing Plan,
Exam
Case Study,
Marketing Plan,
Exam
Case Study,
Marketing Plan,
Exam
LECTURE
RECESS
Session 6: Business-to-business
Markets & Target Marketing
Strategies and Customer
Chapter 6, 7
Case Study,
Marketing Plan,
Exam
Page 11
Relationship Management
Chapter 8
7
12 Jan
Chapter 9
Chapter 10
8
19 Jan
Chapter 11
Case Study,
Marketing Plan,
Exam
Case Study,
Marketing Plan,
Exam
Page 12
9
26 Jan
Chapter 14
10
2 Feb
Case Study,
Marketing Plan,
Exam
Case Study,
Marketing Plan,
Exam
Page 13
High distinction
85 100%
Demonstrates a solid
synopsis of the marketing
issues central to the case
and the implications of
these.
Distinction
75 84%
Exhibits a sound ability to
explain the marketing
issues central to the case
and the implications of
these.
Credit
65 74%
Demonstrates a basic
ability to describe the
marketing issues in the
case and the implications
of these.
Pass
50 64%
At a minimum identifies
the marketing issues in
the case.
Unsatisfactory
049%
Produced work which
fails to demonstrate
understanding of
marketing knowledge
pertaining to the case.
Produces a highly
detailed and insightful
argument for selecting
one of the nonchosen
options (or a completely
different course of
action), which is linked to
theory, and shows
effective use of relevant
research evidence
sources to support ideas.
Demonstrates a solid
evaluation of the
marketing challenges and
possible solutions for the
organisation in the case,
with insightful and well
justified
recommendations for
future options.
Demonstrates a high
ability to organise
content in a logical,
concise and cohesive
manner.
Presented work is
expressed coherently and
concisely with zero
English and/or
referencing errors.
Produces a detailed
argument for selecting
one of the nonchosen
options (or a completely
different course of
action), mostly linked to
theoretical concepts, with
intermediate use of
relevant research
evidence to support
ideas.
Conclusions and
recommendations are
concise and link logically
to the analysis of the
case. Relevant future
based options are noted
and evaluated for their
applicability.
Produces a reasonable
argument for selecting
one of the nonchosen
options (or a completely
different course of
action), with some
application of theoretical
concepts and some use of
relevant research
evidence to support
ideas.
Applies rudimentary
thinking that is evidence
based to recommend
future options for the
organisation in the case.
Produces a basic
argument for selecting
one of the nonchosen
options (or a completely
different course of
action), with minimal
application of theoretical
concepts and basic use of
relevant research
evidence to support
ideas.
Conclusions provide
limited applicability to
the organisation in the
case and its broader
future based scenario
options.
Demonstrates a sound
ability to organise
content in a logical,
concise and cohesive
manner.
Employs appropriate
language and accepted
principles of English and
APA citation.
Communicates clearly
and concisely with
minimal errors.
Demonstrates some
ability to organise
content in a logical,
concise and cohesive
manner.
Incorporates appropriate
language that generally
conveys meaning to
readers. Writing may
include some errors in
grammar and/or
referencing.
Demonstrates a basic
ability to organise
content in a logical,
concise and cohesive
manner.
Uses a basic
understanding of
language that conveys
ideas with a number of
discrepancies pertaining
to grammar and/or
referencing.
Demonstrate little or no
ability to develop and
organise content in a
logical, concise and
cohesive manner.
Presented work that
demonstrates a lack of
literacy and rudimentary
writing skills. Does not
convey specific meaning.
Grade
15%
/100
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High distinction
85 100%
Exceptional executive
summary that grabs the
interest of the reader;
excellent synopsis of the
report. Concluding ideas
and recommendations are
clear, concise, stem logically
from the analysis in the
body of the report and
leave a strong impact on
the reader.
Exceptionally researched
and extremely detailed
market situation and
customer analysis.
Demonstrates excellent
application of theory with
effective use of relevant
research evidence to
support ideas.
Distinction
75 84%
Sound executive summary
with solid synopsis of the
report. Conclusions and
recommendations are
concise and stem logically
from the analysis in the
body of the report.
Credit
65 74%
Executive summary is clear
and concise, with a good
synopsis of the report.
Concluding remarks show
that some analysis and
synthesis of ideas occurred,
but some of the conclusions
are not supported in the
body of the report.
Pass
50 64%
Executive summary is
generally clear and concise,
with a reasonable synopsis
of the report. Concluding
remarks show that basic
analysis and synthesis of
ideas occurred, but most of
the conclusions are not
supported in the body of
the report.
Unsatisfactory
049%
No executive summary or
limited attempt at an
executive summary.
There is no or minimal
indication that the author
tried to synthesise the
report or make conclusions
based on the research
conducted.
Reasonable market
situation and customer
analysis with some
application of theoretical
concepts and some use of
relevant research evidence
to support ideas.
Failure to demonstrate
basic market and customer
analysis and shows no or
negligible evidence of
theory application.
Discussion lacks logical flow
and key ideas are not
supported with relevant
research evidence.
Demonstrates exceptional
understanding of the
marketing concepts and
develops a creative and
thoughtful marketing plan,
with clear and strong links
between objectives,
marketing strategy and
marketing programmes.
Demonstrates excellent
application of theory with
effective use of relevant
research evidence to
support ideas.
Demonstrates sound
understanding of the
marketing concepts and
develops a marketing plan
with clear and strong links
between objectives,
marketing strategy and
marketing programmes.
Demonstrates sound
application of theory with
intermediate use of
relevant research evidence
to support ideas.
Demonstrates reasonable
understanding of the
marketing concepts and
develops a marketing plan
that includes objectives,
marketing strategy and
marketing programmes.
Demonstrates some
application of theory with
some use of relevant
research evidence to
support ideas.
Demonstrates basic
understanding of the
marketing concepts and
develops a marketing plan
with basic coverage of
objectives, marketing
strategy and marketing
programmes. Demonstrates
basic application of theory
with minimal use of
relevant research evidence
to support ideas.
Grade
35%
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Demonstrates sound
understanding of financial
and operational
requirements related to
marketing programmes
including expected
revenues and profits,
projected budget, and
schedules and
responsibilities for the not
forprofit organisation.
Demonstrates reasonable
understanding of financial
and operational
requirements related to
marketing programmes
including expected
revenues and profits,
projected budget, and
schedules and
responsibilities for the not
forprofit organisation.
Demonstrates basic
understanding of financial
and operational
requirements related to
marketing programmes
including expected
revenues and profits,
projected budget, and
schedules and
responsibilities for the not
forprofit organisation.
Demonstrates sound
understanding of
implementation and control
processes and measures,
and solid application of
these to the organisation.
Demonstrates reasonable
understanding of
implementation and control
processes and measures,
and good application of
these to the organisation.
Demonstrates basic
understanding of
implementation and control
processes and measures,
and application of these to
the organisation.
Presented work is
expressed coherently and
concisely with zero English
and/or referencing errors.
Employs appropriate
language and accepted
principles of English and
APA citation. Communicates
clearly and concisely with
minimal errors.
Incorporates appropriate
language that generally
conveys meaning to
readers. Writing may
include some errors in
grammar and/or
referencing.
Total
/100
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