COLLEGE

OF BUSINESS
Unit of Study Guide

Unit Name: Marketing Planning and Strategy

Unit Code: BHO3435

Semester 2, 2019
Sunway KL

Prepared by: Mr Malay Joshi

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Victoria University CRICOS Provider No. 00124K (Melbourne), 02475D (Sydney), RTO Code 3113
Welcome
Welcome to this unit of study. This unit guide provides important information and should be kept as a
reference to assist with your studies. This guide includes information about your reading and resources,
independent learning, class activities and assessment tasks. We recommend that you read this guide
carefully: you will be expected to manage your learning as you work towards successful study.

Detailed information and learning resources for this unit have also been provided on the unit website on VU
Collaborate, which can be reached via the Student Portal. It is important that you access your unit website
regularly for messages and updates, as well as tasks related to your unit.

Please note that the University will only send emails, including those from the VU Collaborate
space, to your VU email account. Information about how to manage your VU email can be found
under ‘Support and Resources’ in your unit site.

Contents

1. About this unit .............................................................................................................................. 3

2. Assessment................................................................................................................................... 5

3. Indicative Schedule .................................................................................................................... 17

4. Scholarly writing, plagiarism and copyright ............................................................................ 20

5. Important information about assessment ................................................................................ 20

6. Getting help and providing feedback...................................................................................... 211

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1. About this unit
Unit title: Marketing and Planning Strategy

Unit code: BHO3435 Credit points: 12

Campuses: Sunway KL Year and semester: S2 2019

Key Staff

Unit co- Name: Mr Malay Joshi

ordinator
Location: TBA
Contact TBA
number:
Contact email: malay.joshi@vu.edu.au

Teaching Staff – Sunway

Teaching Ms Samantha Liew

Team – samanthal@sunway.edu.my
Sunway KL
603 – 7491 8622, extn. 3285

Prerequisites
BHO1171: Introduction to Marketing

BHO2434: Consumer Behavior

BHO2265: Integrated Marketing Communications

Co-requisites
Nil

Mode of delivery
A two-hour lecture and 1-hour tutorial per week

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Victoria University CRICOS Provider No. 00124K (Melbourne), 02475D (Sydney), RTO Code 3113
DESCRIPTOR

Marketing strategy is fundamentally concerned with understanding changing market and

environmental landscapes with a view to identifying trends and new business opportunities. The
ability to develop sustainable, long term strategies to meet future demand depends on a rich
understanding of the direction for change and the underlying drivers of those changes. The subject
introduces students to strategic analysis and planning, research methods and advanced written
communication skills used to present complex reports.

LEARNING OUTCOMES

On successful completion of this unit, students should be able to:

1. Critically evaluate the evolution of strategic thought;
2. Compare and contrast managerial and strategic approaches to strategy formulation;
3. Undertake environmental scanning for strategic planning purposes;
4. Analyse trends and identify growth opportunities in markets;
5. Develop and recommend appropriate strategies for creating competitive advantage.

UNIT CONTENT

This unit of study adopts a strategic approach to marketing. The tools, techniques, research
methods and analyses performed in the preparation of a marketing strategy plan will be covered
in detail. In addition, the unit of study will evaluate a number of theories developed to assist with
strategy formulation. Topics covered include: the evolution of strategic marketing thought, trends
in marketing strategy, portfolio analysis, competitor audits, market and customer audits, situation
analysis, selecting strategic alternatives, the business vision and mission, implementation and
control processes. The culmination of this unit of study may involve the preparation of a marketing
plan.

TEACHING AND LEARNING STRATEGIES

This Unit of Study will be delivered as 2-hour lecture and 1-hour tutorial each week. It is expected
that you will spend at least ten hours per week studying this Unit of Study (including lecture and
tutorial time). This time should be made up of reading, research, working on exercises and group
work. In periods where you need to complete assignments or prepare for tests, the workload may
be greater.

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GRADUATE CAPABILITIES
Victoria University’s Graduate Capabilities are generic skills that all students should possess at
graduation. These skills are in addition to the specific knowledge and skills associated with the
discipline area of students’ degrees. Graduate Capabilities are divided into five levels (for
undergraduates) and will be achieved progressively with increasing levels of sophistication. A full
description of the Graduate Capabilities can be found in the Capabilities policy pages 7-8.

This unit of study contributes to development of these Graduate Capabilities in a number of ways.
Table 1 offers examples of how the teaching and learning activities in this unit and the
assessment tasks correspond to each Graduate Capability.

The shaded boxes are capabilities on which this unit of study particularly focuses.

Table 1: Unit of Study Graduate Capabilites

Graduate Capability
and Level
P5 (Problem-solving)
I5 (Managing Information)
C5 (Communication)
W5 (Professionalism)
Description of Graduate Teaching and Learning
Capability* Activity and Assessment
Identify and solve a broad range of Major Assignments and Tutorial
complex problems, drawing on in- Activities
depth knowledge, understanding,
reflection and evaluation.
Find, critically evaluate, synthesise Major Assignments and Tutorial
and generate ideas through the Activities
application of complex information
on a broad range of topics, for a
range of purposes.
Communicate with others, using Major Assignments and Tutorial
speech and writing, on a broad range Activities
of complex topics using specialised
and appropriate language and
demonstrating control over key
genres/text types required.
Work individually and/or Major Assignments and Tutorial
collaboratively with others, to Activities
complete tasks and critically evaluate
and respond to own and others’
performance using established
parameters.

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Victoria University CRICOS Provider No. 00124K (Melbourne), 02475D (Sydney), RTO Code 3113
GRADE SETS
There are five grade sets, namely fail (N: 0-49%), pass (P: 50-59%), credit (C: 60-69%), distinction (D: 70-79%), and high distinction (HD: 80-
100%).

ASSESSMENT
The assessment scheme has three components as listed below:
Assessment Weight Learning Format1 LiWC2 Graduate Due Date
Outcome0 Capabilities3
1. Introduction to the Marketing Plan 15% 3 Group Work, Written Proposal – L5, C5 Friday (23/8) of
Report Format Week 6 (3pm-4pm)

2. Strategic Marketing Plan 35% 3- 5 Group Written Report P5, I5, C5, Friday (4/10) of
W5 Week 11 (3pm-4pm)

3. Final examination 50% 1-5 Written Examination P5, I5, C5, Exam period
W5
A summary of assessment tasks follows. Please go to VU Collaborate for:
1. Criterion referenced assessment guide for the Strategic Marketing Plan
and 2. Assignment Declaration cover sheet.

5
 Minimum Requirements for Satisfactory Completion

To pass the unit, students are expected to attain a grade of 50% across all assessment tasks including the final
examination.

In order to pass the unit, students must obtain a minimum of 40% in the final exam and an overall mark of 50% for
the Unit. To be included in the final exam entry list, students must have completed all assessment tasks set during
the semester, by the due date.

Students who score between 45-49% of overall marks will be eligible for supplementary.

Team Based Assessment and Formation of Groups

The assessment in this unit involves some team based assessment consistent with core graduate capability number
W5. Groups will be formed in tutorials in week 2. Each team will consist of between 3 and 4 persons from the same
tutorial group. Groups will be required to select a company or strategic business unit immediately (within 3 days) and
will delegate specific components of the analysis to individual team members. Each team member will have primary
responsibility for one of the four substantive sections of the situation analysis. While the preliminary research and
analysis may be delegated, groups are strongly urged to bear in mind that the complete marketing plan is a group
responsibility.

Only by maintaining a strong team-based culture, will groups be able to prepare a coherent, integrated marketing
strategy plan. Therefore, team members are encouraged to share both resources and expertise with others in the
group.

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 Major Assignment: Background Information

The major assignment for this unit is to prepare a marketing strategy plan for a company (or strategic business unit)
of your choice. In terms of selecting an appropriate target company, please note the following:

• The focus must be corporate or strategic business unit (rather than brand)
• The company must be Australian (or local to the country where this unit is delivered), but may be seeking
opportunities in global markets
• The company should be a B2C company
• Ideally the company would be relatively medium to small, searching for growth opportunities

You are to imagine that you have been hired as external strategic consultants to research and analyse trends and
opportunities for future growth. You have been specifically requested to focus on identifying new market segments
and gaps in the market occurring through unfulfilled needs. That is: you should focus on demand opportunities that
are not currently being met by existing competitors.

It is envisaged that this project will resemble the approach used in industry where a working party or team is
assembled to undertake the research, analysis and writing for the plan, but where certain tasks or sections of the
plan can be delegated to individuals. Accordingly, teams will be formed, responsibilities allocated to team members
who will submit their sections for assessment incrementally throughout the semester. The culmination of the project
will involve the entire group, operating as a coherent whole, developing a strategic direction for the company that
builds on opportunities and strengths identified by individual team members.

While some tasks can be delegated to individuals, you should always keep in mind that aim of the overall task which
is to prepare a coherent strategic plan. Rather than viewing these tasks and deadlines as a series of separate
hurdles, we encourage you to treat this as one single assignment, with opportunities for you to gain valuable
feedback, have the opportunity to improve the work through progress reports and submit revised drafts. It is expected
that constructive feedback from academic staff will be integrated into revised versions of your strategy plan, allowing
you to improve your grades with each submission. Bonus marks are available to those who act on feedback provided.
Conversely, demerit points may be applied when there is clear evidence that no action was taken in light of
constructive criticism.

Some class time, especially weeks 2 – 6 will be devoted to group processes, including detailed analyses performed
in strategic planning. Your group will need to agree on a range of issues, such as the target company, terms of
reference, types of analyses to be performed and the general approach to research before any of the assessment
tasks can be performed.

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 Assessment 1: Due Date: Friday of Week 6 (23/8) By 3pm-4pm

Topic: Introduction to the Marketing Plan

Weight: 15%

Length: 1200 words

Type: Group Assessment (4pax)

Format: Report format, with headings and sub-headings, references and appendices as required.

Reference Method: Harvard referencing system.

Originality Score: At least 90% of all words must be original to the authors (check with Turnitin before submitting
final version). Please ensure you upload the complete assignment including references. Do not upload the
assignment cover sheet.

Submission Procedure: Two copies required; one electronic copy submitted via Turnitin and one hard copy
submitted to your lecturer on or before due date.

Description: You are required to write an introduction to the strategic marketing plan. Your introduction should also
include a title page and membership of the reporting body. While there is some discretion over the content of an
introduction, the following points are offered as typical inclusions:

1. Title Page (not included in word count)

2. Group Membership (not included in word count)

3. Aim of the Report (not included in word count)

4. Background and Context

o Brief description of the industry

o Brief description of the company or strategic business unit

o Key trends affecting the industry (Based on PESTLE)

o Key industry success factors

5. Statement of problem to be investigated in the final marketing plan (Based on SWOT and PESTLE
Analyses).

6. Appendices (not included in word count)

Relevant and recent information about the company and industry sourced from: business or trade
press, company reports, stock exchange, government departments, industry bodies and
associations, and other relevant sources.

9
Marking Criteria for Assignment 1

Level of
Achievement
Criteria Excellent (A) Good (B) Needs Improvement Unacceptable (F)
(C, D)
(4 Marks) (3 Marks) (1 Mark)
(2 Marks)
SWOT Analysis A thorough SWOT A SWOT analysis is A SWOT analysis is The SWOT analysis is
analysis is presented and presented and presented and either very poorly
(20%)
explained. There are no explained, but there explained, but there are done (>5 things wrong
major strengths, are 1-2 things wrong 3-4 things wrong with the with it) or missing,
weaknesses, with the analysis—e.g., analysis and/or the and/or the explanation
opportunities, or threats at least one major item explanation is very is missing.
missing. In addition, items is missing, or the unclear.
under each category are explanation of the
appropriately categorized SWOT may be
and written. unclear.
Identification of Clearly identifies problem Problem and issue Problem and issue The problem
Problems/Issues and issues, based on the identification is clear, identification is unclear identification is
SWOT analysis. The based on the SWOT in some aspects and is missing or not based
(20%)
problems/issues are analysis, and not wholly based on on SWOT analysis at
prioritized, differentiating prioritizations have SWOT analysis. all. In addition, there is
those that are important been made. Most, but Prioritization is no attention given to
from those that are not all, judgments confused. Relationships relationships among
routine. Relationships about priorities are and the key underlying and prioritization of
among the problems are appropriate. problem/issue are either problems. Shows lack
identified, with the Relationships and the misidentified or missing. of judgment.
underlying, primary or key key underlying
problem/issue clearly problem/issue are
designated. identified.
Identification and Clearly identifies several Identifies strategic The list of strategic Either the list of
Analysis of strategic alternative alternative actions that alternative actions is strategic alternative
Strategic actions that can be taken can be taken to incomplete or unclear in actions is missing or
Alternative to address address some aspects, and the list is very
Actions problems/issues. The list problems/issues. Most, includes alternatives that incomplete or there is
of alternatives is but not all, alternative are not based on the no linkage of the
(30%)
complete and linkage to actions are linked to SWOT and/or are not alternative actions to
the SWOT and the SWOT and reasonably linked to the the SWOT or to the
problems/issues is clear, problems/issues. One problems and issues. problems/issues.
providing clear and alternative is too More than one None of the
detailed reasoning for narrow and does not alternative is too narrow alternatives identifies
inclusion as an alternative identify a broad and does not identify a a broad strategic
action. strategic direction. broad strategic direction. direction. Shows lack
of thorough
consideration.
Analysis is trivial or
missing. Unstated
assumptions Benefits
or disadvantages are
not provided at all or
are unsupported.

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Recommendation A clear action plan is An action plan is given, A solution is A solution is
given, logically derived which is mostly, but not recommended, but recommended, but it is
(20%)
from alternative analysis, completely, logically logical derivation from not derived from the
providing an optimal derived from alternative analysis is alternative analysis at
solution for identified alternative analysis. unclear, and there is all; or the
problems/issues and There may be a better clearly a better optimal recommended
SWOT analysis; the solution to the solution, given the solution is clearly not
recommendation is based problems given the SWOT analysis. The viable, given the
on only one of the SWOT analysis. Most, recommendation is SWOT analysis; or the
strategic alternative but not all, based on more than one recommended
actions. Assumptions, assumptions, caveats, alternative action. No solution does not
limitations, ongoing and ongoing identification of address the
considerations considerations are assumptions or problems/issues; or
concerning provided. considerations that there is no
recommendation are might affect the recommended
provided. recommendation is solution.
given.
Organization Written work is well organized and easy to understand. There is a brief introduction. Sections of the analysis
are marked with appropriate headings. There are page numbers.
(10%, includes
organization and The organization is generally good. There is a brief introduction and section headings; there are page
structure, numbers
integration,
The team developed a writing style that is uniform throughout the case analysis. There is no indication that
grammar, writing
the report involved multiple authors.
style, spelling,
formatting, The work has been thoroughly spell-checked and proofread. There are none to almost none grammatical or
appendices) spelling errors. There are no formatting errors.
Information is appropriately placed in either the main text or an appendix. Appendices are documented and
referenced in the text.

11
 Assessment 2: Due Date: Friday of Week (4/10) by 3pm-4pm

Topic: Strategic Marketing Plan

Weight: 35%

Length: 3,500 words (plus appendices which are not included in the word length).

Type: Group Assessment (4pax)

Format: Report format, with headings, sub-headings, reference list and appendices as required.

Reference Method: Harvard referencing system.

Originality Score: At least 80% of words must be original to the authors.

Description:
1. Executive Summary
2. Situation Analysis
3. Marketing Objectives
4. Marketing Strategies
5. Marketing Tactics/ Action plan
6. Monitoring and Control Metrics
7. Appendices

Each team will allocate one section of the Situation analysis (e.g. environment analysis, competitor analysis, internal
analysis, market analysis) to each member as their primary area of responsibility. These will be combined in a
seamless way to compose the situation analysis.

The remaining sections of the plan (nos. 3-6 above) should be developed by the group as a whole based on the
situation analysis as well as other relevant inputs.

Many different types of analyses are used in strategic planning and these will be discussed in lectures and tutorials.
In addition, the library holds a number of books detailing analyses typically used in strategic planning.

The work must demonstrate the following:

• Competency with strategic research methods
• An analytical approach

To research this assignment, there are many sources of information. These will be covered in lectures and tutorials.
In addition, there are useful web links and reference lists on VU Collaborate. You may also find the Asteroid database
useful.

It is expected that you will submit a high quality formal business document. Marks will be deducted for non-business
like submissions.
12
More information: More detailed guidelines, for each major section of the situation analysis, can be found on VU
Collaborate or via your tutor. Please ensure you upload the complete assignment including references. Do not upload
the assessment declaration cover sheet.

All written work whether group based or individual should demonstrate the following:

Written work is well organized and easy to understand. There is a brief introduction. Sections of the analysis are marked
with appropriate headings. There are page numbers.
The organization is generally good. There is a brief introduction and section headings; there are page numbers.
The team developed a writing style that is uniform throughout the case analysis. There is no indication that the report
involved multiple authors.
The work has been thoroughly spell-checked and proofread. There are none to almost none grammatical or spelling
errors. There are no formatting errors.
Information is appropriately placed in either the main text or an appendix. Appendices are documented and referenced
in the text.

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Marking Criteria for Assignment 1
Assignment 2 Marking Criterion Criterion Criterion Criterion Marks
Criteria Application Application Application Application Awarded
Criteria Level 1 Level 2 Level 3 Level 4
Marks/10 0123 45 67 8 9 10

Executive Summary (brief

introduction and summary
of overall plan).
Mission Statement &
Marketing Objectives
(why have you chosen this
market, why will this plan
be successful,
Situation Analysis &
Future Considerations
+(Ansoff/Porter/other
relevant technique as
discussed in tuts)
SWOT Analysis

Target Market

Marketing Strategy
(Product component of
Marketing Mix) Scaled to 5
Marketing Strategy
(Price component of
Marketing Mix) Scaled to 5
Marketing Strategy
(Place component of
Marketing Mix) Scaled to 5
Marketing Strategy
(Promotion component of
Marketing Mix) Scaled to 5
Marketing Tactics /Action
Plan
Monitoring and Control

The Marketing Plan is

written and the
references cited
effectively (Spelling,
Grammar, Works
Cited/References Page)
Total/100

14
 Assessment 3: Final Examination 50% Examination Period

Assessment Criteria: Published separately on VU Collaborate.

An examination consisting of reflective essays and applied problem-solving covering both theory and application in
marketing strategy will be held during the examination period. Learners will be assessed on materials covered in lectures.

15
REQUIRED READING (TEXTBOOK)

Strategic Marketing: Decision Making and Planning, 4th Edition (2015)

Author: Peter Reed
Publisher: Cengage Learning

RECOMMENDED READING

Aaker, David A. (2011) Strategic Market Management, 9th edition, Wiley.

Barney, J.B., (2007) Gaining and Sustaining Competitive Advantage, 3rd edition, Prentice Hall.
Day, G. S., (1990) Market-Driven Strategy: Processes for Creating Value, Free Press.
Farris, Bendle, Pfeifer and Reibstein (2010) Marketing metrics: The definitive guide to measuringmarketing
performance, 2nd edition, Wharton School Publishing
Giles, Lionel B, (translator)(1995)Sun Tzu’s the Art of War, Beijing, Zhongguo Dui Wai Fain Vi, (originally published in
6th Century BC; text in Chinese and English) etext available.
Hamel, G. and Prahalad, C.K. (1996) Competing for the Future, Harvard Business School Boston, Mass.
Hooley, Graham, John A. Saunders, Nigel F. Piercy (2004) Marketing Strategy and Competitive Positioning, Prentice-
Hall, N.J.
Mintzberg, H. (1994) The Rise and Fall of Strategic Planning, Prentice Hall.
Ohmae, Kenichi (1982) The Mind of the Strategist, McGraw-Hill.
Porter, Michael (1985) Competitive Advantage, Free Press, N.Y.
Porter, Michael (1990) The Competitive Advantage of Nations, Macmillan.
Porter, Michael (1998) On Competition, Harvard Business School.

Also see additional reading list suggestions on VU Collaborate.

SUGGESTED JOURNALS

• Australiasian Marketing Journal

• Journal of Consumer Research
• Journal of Marketing
• Journal of Professional Services Marketing
• Journal of Retailing
• Journal of Services Marketing
• Journal of Services Research
• Journal of the Academy of Marketing Science
• Harvard Business Review

LECTURE SCHEDULE:
16
 Week Topic Preparation
(textbook)

1 The changing world of marketing Strategic thinking Ch1 & Ch 2

15/7 &18/7 and strategic decision making

2 Strategic analysis Ch 3
22/7 & 25/7

3 Strategy development – high-level decision making Ch 4

29/7 & 1/8

4 Segmentation, targeting and positioning strategies Ch 5

5/8 & 8/8

5&6 The customer value creation mix Ch 6

15/8, 16/8* & *16/8 Consultation 10.30am -11.30am ( Public Holiday on
19/8 12/8/2019)

6&7 Market penetration strategies Ch 7

22/8 & 26/8 Assignment 1 due (3pm – 4pm, 23/8/2019)

7&8 Market development strategies Ch 8

29/8 & 9/9

MID SEMESTER BREAK 2 – 6 September

8&9 Writing the strategic marketing planning report “Online Ch12

12/9, 19/9 & Class” + Group Meetings for report planning
20/9* *20/9 Consultation 10.30am – 11.30 (Public Holiday on
16/9/2019)
10
23/9 & 26/9 Incremental innovation strategies Ch 9

11
30/9 & 3/10 Radical innovation strategies Ch 10
Assignment 2 due (3pm – 4pm, 4/10/2019)
12
7/10 & 10/10 Managing the strategic Marketing process Ch 11

13 Recapitulation and Revision

14/10 & 17/10

17
TUTORIAL SCHEDULE

Students are expected to come prepared for the activities as listed. Assignment-related issues will be covered in all tutorials
as well as the activities listed below:
Week Tutorial focus Discussion Questions
Introduction to the Tutorial
2
Programme / Group Formation Unit Guide
22/7 – 26/7

3 The changing world of marketing

Strategy in Action - Reed Chapter 1&2
29/7 – 2/8 Strategic thinking and strategic decision making
4
Strategic analysis Strategy in Action - Reed Chapter 3
5/8 – 9/8

5
Strategy development – high-level decision making Strategy in Action - Reed Chapter 4
12/8 – 16/8

6 Segmentation, targeting and positioning strategies

Strategy in Action - Reed Chapter 5
19/8 – 23/8 Assignment 1 due (23/8/2019)
7 The customer value creation mix
Strategy in Action - Reed Chapter 6
26/8 – 30/8

MID SEMESTER BREAK 2 – 6 September

8 Group Meetings for Report Planning and Preparation Materials on VU Collaborate

9/9 – 13/9
9 Market penetration strategies
Strategy in Action - Reed Chapter 7
16/9 – 20/9
10 Market development strategies Strategy in Action - Reed Chapter 8
23/9 – 27/9
11 Incremental innovation strategies Strategy in Action - Reed Chapter 9
30/9 – 4/10 Assignment 2 due (4/10/2019)
Strategy in Action - Reed Chapter 10
12 Radical innovation strategies
7/10 – 11/10

13 Managing the strategic Marketing process

14/10 – 18/10 Strategy in Action - Reed Chapter 11

The above schedules are indicative only and can be varied with the inclusion of case studies as well as general
curriculum-related issues including various practical techniques used in situation, industry and competitor
analyses. Assignment-related issues and discussions will be addressed in the tutorials.

The information contained in this unit guide is correct at time of publication. The University has the right to change
any of the elements contained in this document at any time.

18
COLLEGE OF BUSINESS STUDENT GUIDE

See the College of Business Student Guide in VU Collaborate for additional important guidelines and help for all
your Units of Study. The guide includes the following topics:

1. WELCOME

2. ABOUT THIS GUIDE

3. STUDENT RESPONSIBILITIES AND CONDUCT

4. STAFF RESPONSIBILITIES AND CONDUCT

5. STUDENT LEARNING SUPPORT CENTRES

6. GUIDELINES FOR THE PRESENTATION OF WRITTEN WORK

7. REFERENCING

8. ENDNOTE WEB

9. ACADEMIC HONESTY AND PLAGIARISM

10. TURNITIN

11. SUBMISSION OF WRITTEN WORK

12. APPLICATIONS FOR EXTENSION

13. SPECIAL CONSIDERATION

14. SUPPLEMENTARY ASSESSMENT

15. STUDENT COMPLAINTS PROCESSES/GRIEVANCE POLICY

16. QUALITY IMPROVEMENT

19
Scholarly writing, plagiarism and copyright

Part of what it means to be a ‘scholar’ is to engage with the work of others, for example, to extend or refine one’s own
ideas, critique the work of others, or test and extend theories. Learning and assessment activities therefore often require
you to gather information from a number of sources. This may include factual information, data or calculations, visual
artefacts and written texts. Whenever you use the work of another person, you must acknowledge that source using the
correct referencing system. Failure to acknowledge other people’s work appropriately may be regarded as plagiarism or
academic misconduct. Use of one's own previous work in satisfaction of a new assessment requirement is also not be
allowed unless it is an explicit requirement for the unit.

VU deals with plagiarism according to the Academic Integrity and Preventing Plagiarism Policy.

VU uses Turnitin for the review of written assessments. Turnitin checks submitted work against sources from across the
world, and provides a report detailing the use of third party text and references. Written assessments are automatically
submitted via Turnitin in the unit site. You may be provided access to submit assessments early and review the reports,
to help you understand where referencing should occur.

All students and staff of Victoria University are also bound by the requirements of the Copyright Act (1968) and the
University’s Copyright Material (the Use of) Policy when using third party copyright material in the course of their research
and study. Please ensure that you familiarize yourself with this policy and the rules around use of materials produced or
owned by others. For information on copyright entitlements and responsibilities for study and research please see
vu.edu.au/library/referencing-copyright/copyright.

Referencing requirements within this unit

The referencing convention that is applicable to this unit is Harvard Referencing System.

Academic writing and referencing guidelines

VU provides tools to assist you in understanding appropriate referencing, including those linked below. More can be found
on the library website and under ‘Support and Resources’ on your unit site.
 vu.edu.au/library/referencing-copyright/referencing-guides

 vu.edu.au/campuses-services/student-support/language-learning/academic-writing

Important information about assessment

Your unit of study assessment conforms to the Student Assessment for Learning Policy and procedures, which are
available in the University policy library: https://policy.vu.edu.au/.
Submission procedure
All paper-based assessments must be submitted with the completed assessment cover sheets.
All on-line assessments must have the Student Disclaimer accepted at the point of submission.
20
Adjustment to assessment arrangements
If you are unable to undertake or complete an assessment due to adverse circumstances the following arrangements may
apply:
Late submission of assessments - Short extension of time
If you are unable to submit an assessment item on time, due to circumstances outside your control, you may apply for a
short extension of time of less than five (5) working days. The standard penalty for late submission without an approved
short extension will be 5% of the total possible mark per working day. If submission is overdue by more than ten (10)
working days the work will not be assessed. Full details of the procedure for applying for a short extension are available
here. You can download the form from the policy library or use the quick link here.
Special Consideration and Alternative Examinations
Special consideration is available for unexpected short-term physical or mental ill-health or other unexpected
circumstances outside your control.
Alternative examinations are available for exceptional circumstances for students who apply at least five (5) working days
prior to the commencement of the examination period.
You can find information and forms for special consideration and alternative examinations at
http://www.vu.edu.au/student-life/exams-results/special-consideration-supplementary-exams.
Ongoing modified assessment
Ongoing modified assessment arrangements are available if you have a disability or medical condition that may impact
upon your studies. See Disability Support at https://www.vu.edu.au/campuses-services/student-support/disability-
support.
You may need to contact a student counsellor to assist you with this process. For further information please see
vu.edu.au/student-life/getting-help/counselling.
If you wish to be considered or apply for one of the above adjustment to assessment arrangements you should refer to
the relevant procedure associated with the Student Assessment for Learning Policy.
Supplementary assessment and conceded pass
Supplementary assessments and conceded passes are available in some circumstances. If you wish to be considered
for a supplementary assessment you should refer to the Student Assessment for Learning - Supplementary Assessment
and Conceded Pass Procedure.
Review of assessment outcome
The Student Assessment for Learning - Review of Individual Assessment Outcomes Procedure provides a process by
which you may request a review of an assessment outcome.

Getting help and providing feedback

Support resources
Victoria University is committed to providing all students with the opportunity and support required to succeed in their
studies. If you require any support regarding academic progress in your unit during the semester you are advised to speak
to your unit co-ordinator.

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We also offer a range of support, development and guidance services for all students. The portal (vu.edu.au/student-
tools/myvu-student-portal) provides detailed information on a range of student services that you may find helpful. More
information is also available in your unit site under ‘Support and Resources’.
Providing feedback: Student Evaluation System (SES)
Your feedback on your experiences within this unit is important, because it assists VU to improve the learning experience
of units and courses for future students.
We encourage you to provide informal feedback directly to your unit and course co-ordinators. The University also collects
your anonymous feedback systematically through the Student Evaluation Survey (SES), which is comprised of two student
evaluation instruments: the Student Evaluation of Unit (SEU) and the Student Evaluation of Teaching (SET). Students
are asked to complete the SEU and SET near the end of each unit. SEU and SET results are anonymous, and are not
made available to the teaching staff in the unit until after the University has released your final grades.

Examples of actions taken recently to improve this unit, that were based on or influenced by student or
other feedback

1) Delivery mode has been changed to seminar mode

2) Interactive multiple choice practice questions

3) Videos, covering important concepts, provided on VU Collaborate

4) Previous year lecture recordings.

3) Examples of exam answers will be provided later in the semester

4) Revision classes will be provided after the first semester break

Student complaints resolution

Victoria University has a Student Complaints Resolution Policy to guide you through the steps you can take to resolve
issues related to your time at the University. You can find more information on this process at: vu.edu.au/student-
life/getting-help/student-complaints-resolution.

Unit Guide Version Number: Final

Last Validation Date: 11/7/2019

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