HOLMES INSTITUTE

FACULTY OF
HIGHER EDUCATION

HOLMES INSTITUTE
FACULTY OF HIGHER EDUCATION
POSTGRADUATE PROGRAM

SUBJECT OUTLINE

HI 5004 Marketing Management

TRIMESTER 2/ 2014

Holmes Institute is committed to providing the highest quality education

in a dynamic, student-centred learning environment. Holmes Institute fosters in its
students rational thought, intellectual integrity and social responsibility.

www.holmes.edu.au

HI5004 Marketing Management Tri 2 2014

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FACULTY OF HIGHER EDUCATION

Holmes Institute Faculty of Higher Education offers business courses that combine discipline-based excellence
with practical application. The faculty operates on campuses in Melbourne, Sydney, Brisbane and Hong Kong.
The faculty offers a Bachelor of Business, a Bachelor of Professional Accounting, a Master of Professional
Accounting, a Master of Business Administration and a Graduate Diploma in Business.
Details about the members of the faculty can be found on the homepage of the Faculty of Higher Education at
www.holmes.edu.au/undergraduate.

HOLMES INSTITUTE POSTGRADUATE PROGRAMS

At Holmes Institute, the Master of Business Administration, the Graduate Diploma in Business and the Master
of Professional Accounting offer domestic and international students the opportunity to study a set of
contemporary subjects in the field of business. These subjects prepare students for the challenges in business
environments of the 21st century. These programs emphasize the global and cross-cultural dimensions of
business. Teaching utilizes a combination of delivery methods and includes critical analysis and case study
methods. A combination of exams, case studies and company analysis are used in assessment.
The Masters' programs of Holmes Institute focus on:
Developing career related capabilities
Emphasis on business numeracy and literacy
Managerial proficiency
The new economy
Leadership
Entrepreneurship
Social responsibility and ethics.

SUBJECT OVERVIEW
Welcome to HI5004 where we study Marketing Management. Marketing begins and ends with the customers.
It is about meeting their needs profitably and building relationships.
Marketing Management aims to get, keep and grow customers. It involves choosing a target market, crafting a
unique positioning for the product/service, getting the marketing mix right, building brand equity, and
creating, communicating and delivering superior customer value.
I look forward to sharing the exciting world of marketing, consumers and brands with you
Jas Paul Chawla
Subject Coordinator

HI5004 Marketing Management Tri1 2014

SUBJECT RATIONALE
st

Kotler, Keller and Burtons book on Marketing Management talks about marketing in the 21 century as
follows: Marketing is everywhere. Formally or informally, people and organisations engage in a vast number of
activities that we could call marketing. Effective marketing has become an increasingly vital ingredient for
business success. And marketing profoundly affects our day-to-day lives. It is embedded in everything we do
from the clothes we wear, to the websites we click on, to the ads we see.
The purpose of this subject is to provide an understanding of marketing management and to introduce
students to the principles and practices of marketing, from both a local and international perspective. The
course covers various topics, including: Defining marketing; the role of market research in marketing; building
strong brands; applying the 4Ps/7Ps of the marketing mix; goods versus services marketing and, integrated
marketing communications (IMC).

SUBJECT OBJECTIVES & LEARNING OUTCOMES

Upon successful completion of this subject, you will have:

1.

An understanding of the theory and practice of marketing management;

2.

An understanding of how marketing tools are applied in a variety of business settings;

3.

An understanding of how marketing strategy is formulated from market intelligence;

4.

Enhanced problem-solving and decision-making abilities in relation to market analysis;

5.

An understanding of how companies organize their marketing programs and manage these activities
effectively.

SUBJECT ADMINISTRATION
Awards

Duration

Core/Elective

Subject weight

BBus, BPA

1 semester

Core

3 credit points

Mode of delivery

On campus

Prerequisites

Nil

Workload

Students are expected to attend all classes

Delivery

2 hrs of lectures and 1 hr tutorial or equivalent

Independent study

5 hrs

HI5004 Marketing Management Tri1 2014

CONTACT DETAILS
Lecturer Melbourne
Campus

Dr. Alex Kouznetsov

AKouznetsov@Holmes.edu.au

(03)96622055

Subject Coordinator
and Lecturer Sydney
Campus

Jas Paul Chawla

jchawla@holmes.edu.au

(02) 9299 1400

CONSULTATION TIMES
Monday
Sydney Campus

Melbourne Campus

TBA

Tuesday

Wednesday

10 to 12

2 to 4

TBA

TBA

Thursday

Friday
2 to 4

TBA

TBA

Students please note:

Holmes Institute provides each student with a Holmes webmail. Faculty and Administrative staff can only
communicate with you using your Holmes Institute mail address. Emails from private and/or business email
accounts cannot be used and may not be answered.

STUDENT ASSESSMENT
ASSESSMENT TYPE

DUE DATE

WEIGHT

Individual Essay

Week 5

20%

Group assignment (Report & Presentation)

Week 9&10

30%

Final Exam

Exam Week

50%

ASSESSMENT POLICY
To be eligible to pass this subject, students must complete all forms of assessment and demonstrate
achievement of the learning outcomes. All assignments must be submitted electronically using a word
processor, uploaded to Blackboard via SafeAssign. You must print and attach the full SafeAssign report with the
Holmes Institute Cover Sheet to the printed assignment (hard copy).
The assignment cover sheet must include the student/s name, number, subject code and subject name, subject
lecturers name, assignment due date and time of submission. All hard copies must be submitted to the
designated Assignment Submission Facility on Campus during opening hours.
Submission deadlines are strictly enforced and late submission incurs penalties of 5 (five) % of the assessment
value per calendar day unless an extension and/or special consideration has been granted by the Subject
Coordinator prior to the assessment deadline. Unless an extension and/or special consideration has been

HI5004 Marketing Management Tri1 2014

granted by the Subject Coordinator prior to the assessment deadline, no assessments are accepted after 14
calendar days of the due date or the end of the trimester for assessments due later in a trimester. Students are
requested to familiarize themselves with the Holmes Institute Assessment Policy located on the Blackboard
Student Subject: HE-General Study Information (HGEN_HE) > General Information > Policies and Procedures >
Holmes Institute Student Assessment Policy v1.pdf.

HI5004 Marketing Management Tri1 2014

STANDARD GRADING SYSTEM AND DISTRIBUTION

GRADE

LETTER

RANGE

High Distinction

HD

80% and above

Distinction

70 79%

Credit

CR

60 69%

Pass

50 59%

Fail

NN

0-45% (did not meet the standard required according

to the learning outcomes in the Subject Guide )

Faculty Pass*

FP

46 49% (awarded by Board of Examiners)

Supplementary Exam Granted (a

temporary grade)

NS

Supplementary examination granted

Deferred Exam (a temporary grade)

ND

Officially Deferred examination

Fail

NA

Student did not submit any work according to the

schedule in the Subject Guide

Result Withheld

RW

Additional assessment and/or work required

Result Withheld

WH

Outstanding fees or non-return of Holmes Institute

materials
* This grade is sometimes referred to as a conceded pass at other institutions

Explanation of Letter Grade

HD Outstanding work which exhibits sophisticated understanding and critical synthesis, analysis and
evaluation of the subject matter. While the work utilizes opinions of others, judgements about the value of the
subject matter are made and drawn together in an organized whole. Gaps in the subject matter might also be
identified and the implications discussed.

D Substantial work of high quality, which demonstrates a clear understanding of the subject matter, in which
the relationship between the constituent elements are identified clearly and discussed with some level of
critical analysis. The work also applies abstract ideas in concrete situations.

CR Sound and competent work, which demonstrates a reasonable but not complete grasp of the subject
matter. The work utilizes recall and paraphrases the work of others concerning the subject matter. Some basic
level of critical analysis is evident. Originality in the work is rarely evident.

P Work that demonstrates a satisfactory engagement with the subject matter such that the student is said to
have a general understanding of the field. Provides an adequate basis for further study.

NN Did not meet the learning objective of the subject

VIEWING STUDENT GRADES
Results including the final grade can be viewed via the Grade Centre on Blackboard. Results for all assessments
are published within two weeks of the due date of the assessment and the final examination. Students who
wish to appeal their mark for a specific assessment are advised to follow the procedures outlined at
www.holmes.edu.au /undergraduate/appeals.

HI5004 Marketing Management Tri1 2014

PLAGIARISM AND ACADEMIC MISCONDUCT

Holmes Institute view any forms of academic misconduct as most serious offences. Academic misconduct in
any form during an examination is not tolerated and will be dealt with according to the policies and procedures
set out in the Holmes Institute Student Handbook (located on Blackboard in the Student General information
Subject: HE-General Study Information (HGEN_HE) > General Information > Student Handbook 2010 v.3.pdf).
Plagiarism occurs when one uses another persons ideas or manner of expressing them and passes them off as
ones own work by failing to give appropriate acknowledgement (that is, referencing the source). Any instances
of plagiarism will be dealt with promptly).
It is important that student reference their work appropriately. The Faculty of Higher Education at Holmes
Institute uses the APA (American Psychological Association) style of referencing. A detailed guide to referencing
can be found in the Student Handbook. It expected that you will be familiar with the APA style of referencing.

USE OF BLACKBOARD
Holmes Institute uses Blackboard as its online teaching platform and all students enrolled have access to
Blackboard to view and download their lecture material, grades, important announcements on their subjects
and discussion rooms for selected subjects.
Please note that it is the students responsibility to check Blackboard on a regular basis. It is expected that
students will have viewed lecture materials and additional readings before class. All students are advised to
familiarize themselves with the use of Blackboard. Guides to Blackboard are available in the Resource Centre on
each campus. Should you have difficulties accessing and/or using Blackboard, please contact your lecturer or
the Holmes Institute Blackboard Helpdesk on: bbhelpdesk@holmes.edu.au.

USE OF RESOURCE CENTER AND PROQUEST

For most subjects, students are expected to engage in additional research. Textbooks and teaching materials
available in the Resource Centre will be of use here. In addition, current students have access to a range of
electronic academic journals via Proquest, which is accessible once you log into Blackboard.
Should you require any assistance with the use of Proquest and/or online research, please contact your lecturer
and/or the Resource Centre staff on your campus.

STUDY SKILLS & ACADEMIC SUPPORT

Students who have difficulties with their studies and/or specific forms of assessment should visit online Study
Skills on www.holmes.edu.au/undergraduate/studyskills. Holmes Institute also offers regular Academic
Support, which is free for any student enrolled. See details on
http://www.holmes.edu.au/undergraduate/Information.

HI5004 Marketing Management Tri1 2014

DETAILED INFORMATION ON SUBJECT ASSESSMENTS

1. Assessment 1: Individual Essay
Weighting: 20%
Length:

1500 words

Due Date:

Week 5

From discussions and material presented during lectures, write an essay to demonstrate your theoretical
understanding and practical application of Marketing. Each student is to select one of the essay topics below and
write an essay of 1500 words, to be submitted in Week 5. The essay must be referenced with relevant up-to-date
sources.

Choose one of the topics below:

1.

Discuss the concept of perceived value and its importance to consumer behaviour and marketing.
Discuss the theory and then give practical examples of how customers perceive various brands and
how this impacts on their behaviour.

2.

To evaluate an organization's Strategic Business Units (SBU), the Boston Consulting Group developed a
portfolio performance framework.

3.

Segmentation, targeting and positioning are interrelated activities which are important to achieving a
successful Marketing Mix. Discuss these concepts in theory and give practical examples of how they
can be applied to one industry of your choice. Examples of an industry you might choose: fashion for
men, or personal care products (shampoo, shavers etc.), or pet products, or toys, or vehicles, or
furniture, or fashion for women, or financial services, or beverages, or baby products, or snack foods
or another industry.

4.

Marketing decision makers in a firm must constantly monitor competitors' activities - their products,
prices, distribution, and promotional effort.

5.

Good market research and environmental scanning forms the basis of success for other related
marketing activities. Discuss the theory and then give practical examples of what types of market
research and environmental scanning a company like Dominos Pizza should do and explain why.

6.

Why is it important to do market research and adjust the marketing mix when entering into a foreign
market? Explain the theory and then give practical examples of how some companies have already
adjusted their marketing mix in foreign markets. Also, explain what advice you would give the
marketing team of Vegemite - if they wanted to launch this product in a foreign market such as
South Africa (or a market of your choice), where people do not know the product/brand.

HI5004 Marketing Management Tri1 2014

Marking Criteria for Individual Essay

Assessment Criteria
Discussion of relevant issues, theories and concepts for the
chosen topic for essay

Maximum
8

Demonstrated understanding, logic and reasoning

evidenced in essay

Application of theories/concepts to industry/real

products/services. And other relevant examples and ideas
provided by the student to demonstrate an understanding
of the theory

Style, structure, spelling, grammar, punctuation,

referencing

Total

20

Scored

2. Assessment 2: Group Assignment

Weighting: Written Report 20% and Oral Presentation 10% = 30%
Length:

3000 words for Report.

10 minutes for Presentation.

Due Date:

Week 9 &10

Note: Students are required to discuss the topic with their lecturer before they start the
assignment.
This assignment must be done as part of group. Students are to form groups of 4 to 5
(may vary depending on class size) and will be allocated one organization/industry from
the following list:
1 Australian Dairy Farmer
2 Hybrid Car
3 Australian Wool Industry
4 Business School/University in Australia
5 HSBC
6 Bank of China
7 Any small to medium enterprise in Australia
8 Solar/Wind energy
9. Gym
10. Organic food
Other organisations are possible to be negotiated with your lecture (at least 2 weeks prior to the
due date)

HI5004 Marketing Management Tri1 2014

Each group is to prepare a written report (in report format of approximately 3500
words) and an oral presentation (in PowerPoint format) of approximately 15
minutes duration, outlining the following:
1.

Executive Summary with key findings and recommendations

2.

Clear and concise description of the market in which the organization operates

3.

Summary of the marketing environment (both micro and macro-environmental forces and trends)

4.

Detailed description of how the market is (or may be) segmented and a statement of the
segment(s) that the organization is targeting.

5.

Brief discussion of the behaviour of customers in the segment(s) identified above

6.

A description of the marketing mix being used by the organization to target these segments

7.

A recommendation for improvements to the organizations marketing effort.

Marking Criteria for Group Assignment

Students Please Note: Each group member must participate equally in the preparation,
presentation, and group report writing and ensuing seminar discussion.
Marking Criteria for Group Assignment - Written Report
Assessment Criteria for Written Report
Clear and concise explanation of the respective
organization and its competitive context.
Comprehensive analysis of all relevant issues.

Maximum
8

Demonstrated understanding, logic and reasoning

evidenced in report.

Scored

Demonstrated understanding of the theory discussed

during lectures.
Application of theories/concepts to industry/real
products/services. And other relevant examples and ideas
provided by the student to demonstrate an understanding
of the theory.

Style, structure, spelling, grammar, punctuation,

referencing

Total

20

HI5004 Marketing Management Tri1 2014

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Marking Criteria for Oral Presentation

Presentations will be held during the lecture period on Week 9 and 10.
10 minutes duration is permitted including any ensuing class discussion.
Every student must take part in the presentation.

Assessment Criteria for Presentation

Impact:
Was it an engaging presentation?
Did the presenters connect with the audience?

Maximum
3

Content:
The presentation is not the report.
The presentation compliments the report.
It must give the big picture (not all details) and highlight the
most important points and recommendations.

Clarity and overall impression of excellence (visual aids

used etc)

Adherence to time

Total

10

Scored

3. Final Examination
Weighting: 50%
Length:
2 Hours and 10 Minutes

SUBJECT RESOURCES
Prescribed Textbook (compulsory)
st

Kotler P & Keller, K, Burton S (2009) Marketing Management 1 Adaptation edition published by Pearson
Education Australia Pty Ltd.

Blackboard:
Lecture notes/slides, recommended reading, tutorial activities and all other relevant information will be made
available on Blackboard.
It is the students responsibility to check Blackboard on a regular basis. It is advised that students view lecture
materials and readings before coming to class.

HI5004 Marketing Management Tri1 2014

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LECTURE SCHEDULE/SYLLABUS

Week

Topics Scheduled

Tutorial Activities

What is marketing?

No Tutorial

Strategic planning and the

marketing process

Assessment
Due

Chapters
1

What is Marketing?
2

Does marketing merely reflect consumer

needs/wants or does it shape them?
Mission Statements -are they critical for
successful marketing or are they
unnecessary?

Global marketing
environment

Show the shift happens video clip and

discuss the big themes.
Take a position:

The best market research is quantitative

Marketing research and

information systems

OR
The best market research is qualitative

Marketing segmentation,
targeting and positioning

What brands and products/services do you

feel successfully speak to you and
effectively target your age group? Why?
Which ones do not? What could they do
better?

Individual
Essay Due

Consumer & business buyer

behaviour

Describe a recent high involvement

purchase that you made explain the
decision making process.

Product, branding and

packaging concepts

Developing and managing

goods and services

Pricing fundamentals and

management

What pricing strategy is best for a new

product/service? And why?

Group
Presentation

14

10

Marketing channels and

supply chain management

Show the Barbie flagship store video clip

and discuss Place as well as the other 6Ps.

Group
Presentation
and Written
report due

15,16

11

Integrated marketing
communications and
promotions

Does it matter where a product/service is

sold/experienced?
Is channel image important for brand
building?

12

Revision

No Tutorial

5, 6, 7

What is your favourite brand and why?

9.10

Do brand extensions endanger brands OR

grow brands take a position.
Take a position: product and services
marketing are fundamentally different.

12,13

Or product and services marketing are

highly related.

17,18

Exam Week*
* Note: Students must consult the Academic Calendar and Blackboard for the dates of the Examination Week.

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STUDENT ASSISTANCE
Studying in higher education presents many experiences and challenges. These might involve academic,
personal and/or professional issues. At Holmes Institute, we have a range of people who can help you with
various challenges. The following table identifies contact points should you require any support.
SUPPORT REQUIRED

WHO TO CONTACT

Information for Current Students

Academic Probation / Mentoring
Accommodation
Computers, Blackboard, Email
Disability Needs
Employment and Careers
Enrolment
Exams
Financial Issues
Personal Issues
Proquest Database
Study Skills
Visa Issues, COEs etc.

Holmes Institute Student Handbook

Academic Mentors, Associate Dean
Holmes Institute Home Stay
IT Help Desk
Holmes Institute Campus Directors
Career Development Team
Higher Education Coordinator on Campus
Higher Education Coordinator on Campus
Holmes Institute Campus Directors
National Higher Education Program Manager, Mentoring Team
Librarian on each Campus
Holmes Institute Academic Support & Study Skills Team
Higher Education Coordinator on Campus

This subject outline was prepared by the Course Development Team for the Postgraduate Programs, Faculty of
Higher Education, Holmes Institute. It was correct at the time of publication. Change to the Subject Outline may
occur at any time. However, the Faculty of Higher Education endeavours to inform the students accordingly.
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. Enquires should be made to Holmes Institute Faculty of Higher Education.
Copyright 2011.

HI5004 Marketing Management Tri1 2014

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