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Subject Outline

Subject Name: Marketing and Customer Engagement


Subject Code: LB5232:03
Study Period: SP23, 2015
Study Mode: Internal
Campus: JCU Brisbane
Subject Coordinators: Prof. Lynne Eagle
Lecturer: Gregory Trotman

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

Q3. If no [Q2], _________________________ has authorised any variations, in terms of equivalence.

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.

College of Business, Law & Governance

LB5232:03 Marketing and Customer Engagement

Page 2

Contents

Section 1. Subject at a Glance .............................................................................................................. 4


1.1 Staff contact details ........................................................................................................................ 4
1.2 Student participation requirements ................................................................................................. 4
1.3 Key dates ....................................................................................................................................... 4
Section 2. Subject Details ..................................................................................................................... 5
2.1 Subject description ......................................................................................................................... 5
2.2 Subject and course learning outcomes........................................................................................... 5
K Knowledge; S Skills; A Application of Knowledge & Skills ........................................................ 5
2.3 Learning and teaching in this subject ............................................................................................. 5
2.4 Student feedback on subject .......................................................................................................... 5
2.5 Subject resources and special requirements .................................................................................. 6
Section 3. Assessment Details ............................................................................................................. 7
3.1 Requirements for completion of subject.......................................................................................... 7
3.2 Feedback on student learning ........................................................................................................ 7
3.3 Assessment Tasks ......................................................................................................................... 7
Section 4. Other Information about Assessment and Student Support ............................................ 9
4.1 Submission and return of assessment ............................................................................................ 9
4.2 Plagiarism and referencing ............................................................................................................. 9
4.3 Important advice relating to examinations ...................................................................................... 9
4.4 Student support .............................................................................................................................. 9
Section 5. Subject Calendar................................................................................................................ 11
Section 6. Assessment Criteria Sheets .............................................................................................. 13

College of Business, Law & Governance

LB5232:03 Marketing and Customer Engagement

Page 3

Section 1. Subject at a Glance


The following summary provides a quick reference to the most important aspects of this subject. Please ensure
that you have read the entire subject guide in full.

1.1 Staff contact details


The following staff members are responsible for the preparation or delivery of this subject. Please contact the
relevant staff member if you have any concerns during the study period.
Teaching team

Staff member

Campus

Subject Coordinator

Prof. Lynne Eagle

Townsville

Lecturer

Gregory Trotman

Brisbane

Room

L6

Phone

Consultation
times*

Email

478 15717

lynne.eagle@jcu.edu.au

n/a

30017853

Gregory.trotman@jcu.edu.au

Thurs 11-12.30
Wed 11-12.30

*Other consultation times by appointment only.

1.2 Student participation requirements


The JCU Learning, Teaching and Assessment Policy (4.3) indicates that, a 3 credit point subject will require a 130 hour
work load of study-related participation (including class attendance) over the duration of the study period, irrespective of
mode of delivery. This work load comprises timetabled hours and other attendance requirements, as well as personal
study hours, including completion of assessment requirements. Note that attendance at specified classes may be a
mandatory requirement for satisfactory completion of some subjects (Learning, Teaching and Assessment Policy, 5.9); and
that additional hours may be required per week for those students in need of English language, numeracy or other
learning support.

Key subject activities

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/

1.3 Key dates


A summary of the assessable items for LB5232 is provided in the table below. Please read through the
assessment details presented later in this subject guide.

Item

Supervised
individual
assessment

Weight

Due Date

Census date

see 2015 Study Period and Census


Dates

Last date to withdraw without academic


penalty

see 2015 Study Period and Census


Dates

1. Assessment Task 1Case Study

15%

Week 6, Friday, 8 Jan, 2016

2. Assessment Task 2 Marketing Plan

35%

Week 9, Friday, 29 Jan, 2016

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.

College of Business, Law & Governance

LB5232:03 Marketing and Customer Engagement

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Section 2. Subject Details


2.1 Subject description
This subject is a review of current marketing practices, it presents the theoretical underpinning of practice, and
examines trends and the role of the consumer in the marketing practice.
Marketing is an evolving and dynamic area of business. In this subject we will explore the core concepts and
theories of marketing, with a focus on applying these to your own experiences as a consumer. We will study
examples of real companies, real marketing decision makers and the real-life marketing issues that they have
faced in recent times. We will also examine examples of companies that make ethical and sustainable decisions
to help their brand and society, and explain how companies are using the latest technological advances in creative
ways to get their message to consumers.

2.2 Subject and course learning outcomes


The following table shows the alignment between the learning outcomes at the subject level and assessment. Students who
successfully complete this subject will be able to

Subject Learning Outcomes

Assessment

1. critically evaluate and apply marketing principles and theories to


selected "real life" organisations and case studies;

Case Study, Marketing Plan,


Examination

2. apply the strategic planning and marketing decision process;

Marketing Plan, Examination

3. evaluate new social media and their value in a marketing


context;

Marketing Plan, Examination

4.

appraise marketing from a holistic perspective within the


organisation.

Case Study, Marketing Plan,


Examination

Course Learning Outcomes

Assessment

K1 Demonstrate essential knowledge necessary for a career in

Case Study, Marketing Plan,


Examination

business related professions


S2 Apply critical thinking to address issues in business

Case Study, Marketing Plan,


Examination

S3 Convey information clearly and fluently, in high quality written

Case Study, Marketing Plan,


Examination

form appropriate for their audience


A1 Employ technical skills, including numeracy, necessary for
professional practice in business

Case Study, Marketing Plan,


Examination

K Knowledge; S Skills; A Application of Knowledge & Skills

2.3 Learning and teaching in this subject


This subject uses a combination of approaches to teaching and learning, including both participant-centred, and instructordirected approaches. The content of the subject encompasses a variety of teaching strategies including formal lectures,
tutorials, seminars, and group work. Participants should consult their relevant information sources syllabus, and other
handout materials to remain aware of relevant lecture/task-based participant requirements, and the relevant resources
supporting the learning outcomes of this subject. You are expected to actively participate in the teaching-learning process.

2.4 Student feedback on subject


As part of our commitment at JCU to improving the quality of our courses and teaching, we regularly seek feedback on your
learning experiences. Student feedback informs evaluation of subject and teaching strengths and areas that may need
refinement or change. YourJCU Subject and Teaching Surveys provide a formal and confidential method for you to
provide feedback about your subjects and the staff members teaching within them. These surveys are available to all
students through LearnJCU. You will receive an email invitation when the survey opens. We value your feedback and ask
that you to provide considered feedback for each of your subjects.

College of Business, Law & Governance

LB5232:03 Marketing and Customer Engagement

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2.5 Subject resources and special requirements

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/

Online and Electronic Resources


The following libguides available from the JCU Library website will provide details on referencing, plagiarism, findings
marketing books and journals
http://libguides.jcu.edu.au/referencing
http://libguides.jcu.edu.au/content.php?pid=63980&sid=472370
Learning & Writing Skills workshops and notes to assist with writing an essay; presentations etc
http://www.jcu.edu.au/learningskills/index.htm

Subject Website on LearnJCU


Access the subject website through LearnJCU at learnjcu.jcu.edu.au for all relevant materials. Login using your JCU email
username and password.

College of Business, Law & Governance

LB5232:03 Marketing and Customer Engagement

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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.

Section 3. Assessment Details


3.1 Requirements for completion of subject
In order to pass this subject, 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.
It is important to be aware that assessment is always subject to final ratification following the examination
period and that no single result represents a final grade in a subject (Learning, Teaching and Assessment
Policy 5.21.). Raw marks gained in part or all of the assessment will be moderated by the subject coordinator
across all campuses. Based on this process adjustments to raw marks may occur to align grading across
campuses.

3.2 Feedback on student learning


Students can expect to have feedback no later than 21 days after the due date of the submitted assessment
item.

3.3 Assessment Tasks


ASSESSMENT TASK 1: CASE STUDY
Aligned course &
subject learning
outcomes

SLO 1, 4
CLO: K1, S2, S3, A1

Group or individual

Individual

Weighting / Length

15%. Word length: Approximately 1,500 words

Due date

Week 6, Friday, 8 January, 2016

ASSESSMENT TASK 1: CASE STUDY - DESCRIPTION


In the text, at the start of each chapter, is a Decision Makers case. Choose any one of these cases in the text (not
only the ones recommended for the readings) and study the real-life solution given at the end of its chapter. Identify
one case in which you disagree with the decision taken, or identify a case where you believe one of the options could
have been argued more strongly, or alternatively detail an option that was not considered. In the world of marketing
many options are possible, and just because an option was selected (and it worked, and thus, was included in the
text), does not necessarily mean that it was the ideal course of action others may have been better, but we will never
know! This is an opportunity to apply your unique insights and to be flexible in your marketing thinking.
Having chosen a case to critique, you will prepare a detailed argument for selecting one of the non-chosen options. Of
course you have the benefit of hindsight! You can refer to changes in the business environment which weaken the
correctness of the original decision, or bring in other issues which strengthen the argument for one of the non-selected
options. You may also suggest a completely different and additional course of action.

ASSESSMENT TASK 1: CRITERIA SHEET


See rubric on page 14.

ASSESSMENT TASK 2: MARKETING PLAN


Aligned course &
subject learning
outcomes

SLO 1, 2, 3, 4
CLO: K1, S2, S3, A1

Group or individual

Group of up to three (3) students

Weighting / Length

35%. Word length: Approximately 20 pages.

Due date

Week 9, Friday, 29 January, 2016

College of Business, Law & Governance

LB5232:03 Marketing and Customer Engagement

Page 7

ASSESSMENT TASK 2: MARKETING PLAN - DESCRIPTION


For this assessment, you are required to choose a specific Australian organisation (or one operating in Australia)
and develop a marketing plan for their product or service. The organisation can be a start-up venture that is attempting
to bring an innovative product or service to the marketplace, or a well-established organisation that is seeking to be
more innovative and creative in their marketing practices. You must have your chosen organisation approved by your
lecturer prior to commencing this assessment.
Your marketing plan will be underpinned by sound research and demonstrate thoughtfulness, understanding of
marketing issues and have an implementation plan to show how the organisation should proceed. Your report
will include the following:
A description of the organisation, and the product or service;
A market analysis, including direct and indirect competitors;
A PESTLE (political, economic, socio-cultural, technological, legal and ecological) analysis;
A SWOT (strengths, weaknesses, opportunities and threats) analysis;
A consumer behaviour analysis, including identification of the type of consumer and target market for the product or
service;
A marketing plan (4Ps)
analysis of the product (or service) and branding;
pricing strategy;
distribution (place) options;
an outline of an Integrated Marketing Communications plan (IMC: promotion); and,
Financial and operational plans; and,
An implementation and control strategy.
Be creative but also realistic in developing your marketing plan. Your budget is $50,000. Prepare the report as if
you were going to be presenting it to the organisation you have chosen. The intention is to create a marketing plan that
the organisation could actually implement!

ASSESSMENT TASK 2: CRITERIA SHEET


See rubric on pages 15-16.

ASSESSMENT TASK 3: EXAMINATION

Aligned subject
learning outcomes

SLO 1, 2, 3, 4
CLO: K1, S2, S3, A1

Weighting / Length

50%

Date

In examination period

Duration

2 hours

see Special Consideration, Supplementary, Deferred and Special Examinations Requirements


<http://www.jcu.edu.au/student/assessmentexams/>

ASSESSMENT TASK 3: EXAMINATION DESCRIPTION


You will be required to complete a two-hour end of semester exam during the Universitys exam period. The
University will determine the date and time of the final exam and will provide exam timetables towards the end of
the teaching period.
The examination will consist of short answer theory questions and practical case study questions. The questions
will be similar to those covered in classes; therefore, the best form of revision will be to work through the weekly
exercises, questions and case studies.

ASSESSMENT TASK 3: EXAMINATION CRITERIA


Students are expected to obtain at least an average of 50% for the examination which is the only invigilated
components (supervised individual assessment) in the subject. In order to pass this subject overall, you must
obtain a final mark of at least 50% to pass the subject.
Any student who does not achieve a pass in the invigilated components may, in exceptional circumstances, be
reviewed by the School Assessment Committee.
College of Business, Law & Governance

LB5232:03 Marketing and Customer Engagement

Page 8

Section 4. Other Information about Assessment and Student Support


4.1 Submission and return of assessment
The ability to adhere to deadlines is a highly desirable attribute that employers seek in our graduates. Right from the
beginning, new students should acquire the habit of meeting deadlines for their work, by organising their study time
appropriately. The following points apply to the submission of assessment

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.

4.2 Plagiarism and referencing


Plagiarism occurs when writers claim ownership of written words or ideas that are not their own. Plagiarism is a form of
cheating and any instances of plagiarism will be dealt with promptly according to University procedures. Please see the JCU
Student Academic Misconduct Requirements Policy
<http://www.jcu.edu.au/policy/student/rights/JCUDEV_005375.html>
Referencing is a systematic way of acknowledging the sources that you have used. Students should check out the very
helpful online resources relating to academic writing, referencing and avoiding plagiarism at:

Writing and Maths Skills Online http://www-public.jcu.edu.au/learningskills/resources/wsonline/index.htm


(In particular, the booklet Summarising, Paraphrasing & Avoiding Plagiarism is a very useful guide).

The Referencing Libguide <http://libguides.jcu.edu.au/referencing>

What is Plagiarism? <http://www.jcu.edu.au/student/assessmentexams/JCU_090850.html>

4.3 Important advice relating to examinations


If you experience difficulties or serious circumstances before or up to the day of your exam, which you believe may affect
your ability to sit the exam successfully or perform at your best, you can apply for special consideration in the marking of your
exam. Please see the JCU Special Consideration, Supplementary, Deferred and Special Examinations Requirements
<http://www.jcu.edu.au/policy/allitoz/JCUDEV_005344.html>
If you are unable to attend an exam at the scheduled time due to extenuating circumstances/circumstances beyond your
control, you may apply for a deferred exam. Deferred exams are granted in exceptional circumstances such as severe
medical conditions or family or personal trauma. For further information, visit
http://www.jcu.edu.au/student/assessmentexams/JCU_096668.html

4.4 Student support


James Cook University is committed to ensuring people with disabilities, injuries, illnesses or health conditions
are able to participate to the fullest possible extent in the educational programs offered by the University and all
other aspects of University life. Students with disabilities, injuries, illnesses or health conditions, who require
special arrangements or consideration, should contact AccessAbility Services (see table below).
If you want further information regarding:

Visit the URL

Accommodation

Concierge Services, Ground Floor

Careers and employment

www.joblinx.com.au

Feedback and complaints


Fees and financial support
Inclusion and engagement

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/

Indigenous student support

http://www.jcu.edu.au/getready4uni/life/JCU_117712.html

Counselling (Personal or Emotional Support)


Enrolment

College of Business, Law & Governance

LB5232:03 Marketing and Customer Engagement

Page 9

Information for current students


Learning skills/ Language support

www.jcu.edu.au/student/
Language and Learning Centre Room 801

Online Learning skills/ Language support


Library (online) and computing services
Librarians and library collection
Responsibilities and rights
Review of Assessment and Student Access to
Scripts and Materials Policy
Special Consideration, Supplementary, Deferred
and Special Examinations Requirements

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

Student Academic Misconduct Requirements

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

College of Business, Law & Governance

http://www.jcu.edu.au/policy/allitoz/JCUDEV_005333.html
http://www.jcu.edu.au/policy/allitoz/JCUDEV_005344.html

Concierge Services, Ground Floor

LB5232:03 Marketing and Customer Engagement

Page 10

Section 5. Subject Calendar


Week/
Date

Topic

Readings

1
17 Nov

Session 1: Welcome to the World of


Marketing

Chapter 1

2
24 Nov

3
1 Dec

4
8 Dec

5
15 Dec

Session 2: Strategic Market Planning

Session 3: Thriving in the Marketing


Environment

Session 4: Marketing Research

Session 5: Consumer Behaviour

19 Dec
3 Jan
6
5 Jan

Recommended Text Exercises,


Questions and Case Studies

Related
Assessment

Discussing Choice and Ethical Issues, p.


35, Q3.

Case Study,
Marketing Plan,
Exam
Case Study,
Marketing Plan,
Exam

Testing Your Knowledge, p. 70, Q3 &


Q5.
Discussing Choice and Ethical Issues, p.
71, Q2.
Case Study, Real Choices at Charlies,
p. 73-75.
Testing Your Knowledge, p. 100, Q2 &
Q6.
Discussing Choice and Ethical Issues, p.
101, Q2.
Case Study, A decision maker at
Havaianas, p. 76-77.
Case Study, Toga Hospitality charms
Germany, p. 104-105.
Testing Your Knowledge, p. 144, Q2 &
Q4.
Discussing Choice and Ethical Issues, p.
144, Q2.
Case Study, A decision maker at Loyalty
New Zealand, p. 110-111.
Testing Your Knowledge, p. 180, Q3.
Discussing Choice and Ethical Issues, p.
181, Q2.
Applying What You Have Learned,
p.181, Q2.
Case Study, Formerly a decision maker
at Arriba, p.150-151.

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

College of Business, Law & Governance

Chapter 6, 7

Testing Your Knowledge, p. 205, Q1 & Q2.


Discussing Choice and Ethical Issues, p.
205, Q2.

LB5232:03 Marketing and Customer Engagement

Case Study,
Marketing Plan,
Exam

Page 11

Applying What You Have Learned, p.205,


Q1.
Case Study, Taking lights to another level,
p. 208-209.
Testing Your Knowledge, p. 235, Q2 & Q4.
Learning by Doing, p.236, Q1.
Case Study, A decision maker at ADIG, p.
210-211.

Relationship Management

Chapter 8

7
12 Jan

Session 7A: Creating and Managing


Products

Chapter 9

Session 7B: Services and Other


Intangibles

Chapter 10

8
19 Jan

Session 8A: Pricing the Product

Chapter 11

Session 8B: Integrated Marketing


Communications: One-to-many

College of Business, Law & Governance

Testing Your Knowledge, p. 279, Q1 &


Q2.
Discussing Choice and Ethical Issues, p.
280, Q1 & Q2.
Case Study, A decision maker at Etiko,
p. 242-243.
Case Study, McDonalds offers burgers
that are a little bit fancy, p. 282-283.
Testing Your Knowledge, p. 312, Q1, Q2,
Q3 & Q4.
Discussing Choice and Ethical Issues, p.
312, Q1 & Q2.
Case Study, A decision maker at the
Philadelphia
76ers, p. 284-285. Additional question:
Given the choice made by the 76ers, what
would be the next step to increasing the
organisations marketing sophistication to
maximise ROI?
Testing Your Knowledge, p. 351, Q2 &
Q6.
Discussing Choice and Ethical Issues, p.
351, Q3.
Case Study, Why are Australians paying
more for IT software and hardware than
US consumers? p. 354355.
Testing Your Knowledge, p. 394, Q3 &
Q4.
Discussing Choice and Ethical Issues, p.
395, Q3.
Case Study, A decision maker at
Harvest Rain Theatre
Company, p. 358-359. Additional
question: What does the case suggest in
relation to the management and
LB5232:03 Marketing and Customer Engagement

Case Study,
Marketing Plan,
Exam

Case Study,
Marketing Plan,
Exam

Page 12

control of HRTC in their new venue?


Chapters 12 &
13

9
26 Jan

Session 9: One-to-one and


Many-to-many Communications

Chapter 14
10
2 Feb

Session 10: Delivering Value


through Supply Chain and Logistics

Testing Your Knowledge, p. 422, Q1 &


Q3.
Discussing Choice and Ethical Issues, p.
422, Q1 & Q2.
Testing Your Knowledge, p. 448, Q1, Q2
& Q3.
Discussing Choice and Ethical Issues, p.
449, Q4.
Learning by Doing, p.449, Q1 (ask
friends, family, or analyse your own
consumer behaviour)
Case Study, A decision maker at
Sydney Trapeze School, p. 426-427.
Testing Your Knowledge, p. 487, Q1, Q3
& Q4.
Discussing Choice and Ethical Issues, p.
487, Q1 & Q3.
Case Study, A decision maker at
Sandhurst Fine Foods, p. 456-457.

Case Study,
Marketing Plan,
Exam

Case Study,
Marketing Plan,
Exam

Section 6. Assessment Criteria Sheets


Refer to Section 3.3, Assessment task 1 & 2 for the criteria and weighting.

College of Business, Law & Governance

LB5232:03 Marketing and Customer Engagement

Page 13

Rubric Grading Criteria for Case Study Assignment (15%)


Criteria
Identify Key Issues
Describe unique characteristics of
the Decision makers case you
have selected, outline the key
marketing issues and the
implications of these.
SLO 1, 2, 3
CLO K1, S2, S3, A1
Weight: 15%
Discussion & Analysis
Critical analysis/ detailed argument;
clear and relevant application of
concepts.
SLO 1, 2,3
CLO K1, S2, S3, A1
Weight: 40%

Conclusions & Recommendations


Concise and logical link to the case;
recommendations flow from the
conclusions and add value to the
organisation.
SLO 1,2,3
CLO K1, S2, S3, A1
Weight: 25%
Content Development
Logical flow; concise and cohesive.
CLO S3, A1
Weight: 10%
Presentation, Style & Referencing
Convey information clearly and
fluently, in high quality written
form appropriate for target
audiences.
CLO S2, S3
Weight: 10%
Total

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.

Failure to produce a basic


argument for selecting
one of the nonchosen
options (or a completely
different course of action)
and shows no or minimal
evidence of theory
application. Key ideas are
not supported with
relevant research
evidence.
Failed to identify relevant
issues in the case. Little
original analysis shown.

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.

College of Business, Law & Governance

Grade
15%

/100

LB5232:03 Marketing and Customer Engagement

Page 14

Rubric Grading Criteria for Marketing Plan Assignment (35%)


Criteria
Executive Summary
Review the plans highlights and
objectives, linking the marketing effort
to higherlevel strategies and goals.
SLO 1, 2, 3, 4
CLO K1, S2, S3, A1
Weight: 5%

Current Market Situation &


Target Market, Customer Analysis and
Positioning
Describe unique characteristics of the
organisation and the product or
service. Analyse events and trends in
the environment that can affect the
organisation, its marketing and
stakeholders: market analysis, PESTLE
analysis and SWOT analysis. Also
consumer behaviour analysis and
segmentation, targeting and
positioning decisions.
SLO 1, 2, 3, 4
CLO K1, S2, S3, A1
Weight: 30%
Objectives, Marketing Strategy &
Marketing Programmes
Outline specific marketing, financial
and societal objectives in the plan.
Summarise the overall strategy to be
used in achieving the marketingplan
objectives by creating, communicating
and delivering value to the target
market. Details the programmes
supporting the marketing strategy:
product, pricing, distribution and
promotion.
SLO 1, 2, 3, 4
CLO K1, S2, S3, A1
Weight: 30%

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.

Well researched and


detailed market situation
and customer analysis.
Critical analysis mostly
linked to theoretical
concepts, and intermediate
use of relevant research
evidence to support ideas.

Reasonable market
situation and customer
analysis with some
application of theoretical
concepts and some use of
relevant research evidence
to support ideas.

Basic market situation and


customer analysis with
minimal application of
theoretical concepts and
basic 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.

Failure to outline specific


objectives, marketing
strategy and marketing
programmes. Shows no or
negligible evidence of
theory application.
Discussion lacks logical flow
and key ideas are not
supported with relevant
research evidence.

College of Business, Law & Governance

LB5232:03 Marketing and Customer Engagement

Grade
35%

Page 15

Financial and Operational Plans


Financial and operational
requirements related to marketing
programmes: Expected revenues and
profits; projected budget; schedules
and responsibilities; and any additional
information needed for planning and
implementation.
SLO 1, 2,3, 5
CLO K1, S2, S3, A1
Weight: 15%

Demonstrates high level


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 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.

Failed to demonstrate 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.

Metrics and implementation control


Indicates how the plan will be
implemented and evaluated, including
metrics for performance
measurement.
SLO 1, 2, 3, 4
CLO K1, S2, S3, A1
Weight: 15%

Demonstrates high level


understanding of
implementation and control
processes and measures,
and excellent application of
these to the 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.

Failed to demonstrate basic


understanding of
implementation and control
processes and measures,
and indicate how the plan
will be implemented and
evaluated.

Presentation, Style & Referencing


Convey information clearly and
fluently, in high quality written form
appropriate for target audiences.
CLO S2, S3
Weight: 5%

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.

Uses a basic understanding


of language that conveys
ideas with a number of
discrepancies pertaining to
grammar and/or
referencing.

Presented work that


demonstrates a lack of
literacy and rudimentary
writing skills. Does not
convey specific meaning.

Total

College of Business, Law & Governance

/100

LB5232:03 Marketing and Customer Engagement

Page 16

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