ACKNOWLEDGEMENT OF COUNTRY

I would like to acknowledge the Traditional Owners of land we are

meeting on. I would also like to pay my respects to their Elders
past, present and emerging.
Email: DFleish@usc.edu.au
Office: K2.23
Consultation: Drop by or make an appointment via email

BUS105 Teaching Team:

Bruce McKenzie, Josh McLucas, Tony Torpy, Jacqueline
Burgess and Candace Bartels
Do not chat during the lecture

Try to arrive on time

Make sure your mobile phone

is switched to silent

Remember the Golden Rule

 Marketing 3: Real People,
Real Choices (Solomon et al.
2014)

Communication Skills
Handbook (Summers & Smith
2014, 4th ed)

Tutorial Workbook (available

on Blackboard)
DO NOT BELIEVE all you read, see or hearSOCIETY IS COMPLICATED AND
TRUTH IS ELUSIVE

Surprisingly, I dont know everything

Well do the need-to-knows and occasionally go off track and talk about
some nice-to-knows
Its ok to learn some things that are not included in your assessments

Uni world is different from the real worldnot everything cut and dry in the
real world. BUT, Uni provides a foundation to start thinking critically!

My job is to teach you about marketing and make you a better all around
human!
Marketing has broad applications!
Not just for marketers, not just about selling/pushing products on
consumers
Focuses on what, how, why, when we choose to consume which is
driven by psychological, cultural and situational factors
When done well, marketing develops and communicates awareness
about a product that creates true value for the customers and other
stakeholders in a responsible way
I want you to understand this not only to apply it, but also so you think
more freely!
When you write an email, please
Use your Uni email!!
Write a clear subject heading that includes the topic of your email and
the day and time of your tutorial.
A proper greeting and salutation like, Dear David or Hi David and
Kind regards or Regards or Sincerely is courteous and respectful.
Be friendly, but succinct. In other words, get to the point but dont make
demands. Instead, make requests.
Use sound basic English and punctuation.
Check your course outline and blackboard before sending and email.
Your tutor is your first point of contact.
 2 hour lecture
Course 1 hour tutorial (commence Week 1)
Please complete tutorial
Structure workbook questions prior to
tutorials

all course material is available on

BUS105 Blackboard, so use it!
Blackboard check regularly for news items and
updates
Some market research from this course in a previous semester

Table 1: % Weekly attendance Table 2: Final marks for the course against tutorial
at tutorials attendance

Week no. % attendance Final result Average no. of weeks attended

1 70.0 HD top 10.6
2 74.3 HD middle 10.3
3 74.6 HD bottom 10.0
4 71.9 DN top 9.7
5 70.9 DN middle 9.6
6 65.5 DN bottom 10.1
7 64.7 CR top 8.5
8 60.3 CR middle 9.5
9 60.0 CR bottom 8.3
10 59.0 Pass top 7.9
11 43.0 Pass middle 7.7
12 45.0 Pass bottom 6.7
13 41.0
 Foundation Marketing Principles
Lectures 1 - 4

Concepts Test
weeks 5

Product Managing the

Place
Lecture 6 (goods) Marketing Program
Lecture 10
Lecture 7 (services) Lectures 11 - 12

Price Promotion Course review

Lecture 8 Lecture 9 Lecture 13
 Monday the 2nd of October (Week 10) No lecture/tutes for that
day (only affects the Noosa campus for BUS105)
 Innovative
Concepts test marketing highlight
(Task1) (25%) digital presentation
(Task 2) (35%)

Marketing report
(Task 3) (40%)
 Concepts Test
(Task 1 - 25%)
When: Lecture 5
Length: 2 hours duration
Description:
Multiple choice 40
questions, plus two
short answer
Covers Weeks 1 - 4
It is your responsibility
to ensure that you are
available to sit the
Concepts Test in the
Lecture 5.
 Individual or groups up to 3
Novel Marketing Highlight

Appx. 10 minute digital

presentation
Due in Week 9 (project timeline
plan portion due in Week 6)

Being able to work with people is an attractive employee quality

 SOME THINGS TO REMEMBER
Very few things in life/business are accomplished without
working with people in some way!!
You have two ears and one mouth, use them it that proportion
Learn to balance being empathetic, but firm
Set clear guidelines and expectations
Confirm key tasks in some form of written communication
Use as much evidence as possible when making tough decisions
Treat each other with dignity and respect be a good human

employers find issue with the more general graduate attributes

of their applicants. These include communication, teamwork,
problem-solving and interpersonal skills. Nearly three times as
many employers cite communication skills as one of their three
most important selection criteria than academic qualifications.
 Marketing report
(Task 3 - 40%)
Due: Week 13 Sunday @ 5pm
Length: 2500 words
Individual or Groups of up to 3
students
Task description
choose a product that is a
tangible good from the
categories provided!)
find a current print/Internet ad
evaluate the marketing of this
product
two recommendations developed
for innovation (one must be
based on improving sustainable
or other CSR aspects of the
products marketing)
Thursdays 2pm 4pm
Weeks 2-13 (excluding breaks) Jacqueline Burgess will be there for
FAB Conference Room BUS105 weeks 8-12
Building K, ground floor

Understanding assessment questions Researching for assessments

Assessment structure & writing Assessment content
Additional skills services/workshops Referencing
Why study marketing?

What is marketing?

What does marketing involve?

The marketing mix (4Ps)

Marketing concepts

Delivering customer value

Evolution of marketing
 meeting needs
Marketing plays contributing to GDP
an important
role in society providing employment
improving our quality of life

Marketing is a
critical function private and public, profit and
in any non-profit
organisation external and internal
that serves a customers
client base
Source: Grewal et al. 2015
The median salary in Many marketing job
Australia in the opportunities
marketing industry in
2016 was $76,306

Source: Payscale.com
How would you define marketing?
Take a couple minutes and discuss
with some people next to you.
Marketing is the activity, set of institutions and processes for creating,
communicating, delivering, and exchanging offerings that have value
for customers, clients, partners, and society at large (AMA 2014).
 NOT
Selling is more about pushing consumers to buy what the
business has. Marketing, on the other hand, tries to get the
organisation to develop and offer what the customer will
find of true value!
The aim of marketing is to make selling superfluous by
knowing your customer so well that the product or service
fits them and sells itself

Source: Armstrong et al. 2015

 Marketing
is all about
delivering
value to
everyone
who is
affected by
a
transaction.
 Non-
profit

Social
Issues

Government
Identifying profitable customer
groups (target markets)

Determining the needs and

wants of those markets

Understanding the buying

behaviour of those markets

Developing relationships with

customers

Developing the marketing

mix
 A good, a service, a place, a person
Product includes design, packaging, features and
associated services

Typically the economic value a consumer

Price gives up in order to obtain a desired
product

All activities undertaken to inform

Promotion consumers and encourage them to buy
these products

Placement The availability of the product to the

customer at the desired time and location
 The Marketing Mix
Quality List price
Design and styling Allowances
Features Discounts
Branding Credit terms
Packaging Payment
period

Product Price

Advertising
Sales promotion Promotion
Placement Channels
(Distribution) Assortment
Public relations
Personal selling and
Direct marketing quantities
Interactive Inventory
marketing Locations
Transport
 _____ is all a. Demand
about creating b. Competitive
advantage
and delivering c. Marketing
value to both d. Popular
customers and culture
organisations. e. Value chain
RESPONSIBLE

Investors

Citizens of Sellers
other nations

Stakeholders

Buyers Community
Residents

Any person or organisation that has a stake in the outcome

 Needs vs.Wants

Need: Want:
The difference between The desire to satisfy needs
the consumers actual in specific ways that are
state and some ideal or culturally and socially
desired state influenced
 Demand
Customers desire for
Benefit products coupled with
The outcome sought by a the resources to obtain
customer that motivates them
buying behaviour that
satisfies a need or want
 A ________ is a
desire for a a. benefit
particular b. demand
product and can c. need
be culturally d. value
and socially e. want
influenced
 What are markets and marketplaces?
A market is all current and potential customers who:
share a common need that can be satisfied by a specific
product
who have resources to exchange for it
who are willing to make the exchange
who have the authority to make the exchange

A market place is any location or

medium used to conduct an
exchange.
 Place Time

Utility is the
Form usefulness Possession
consumers
receive from
buying owning
or consuming a
product
 Exchange is
the process by
which some
transfer of
value occurs
between a
buyer and a
seller.
Two people or organisations willing
to make a trade

Each must have something the other

wants

Both parties must agree on the value

of the exchange and how it will be
carried out

Each party is free to accept or reject

the others terms
 Consumer goods Consumer services

tangible products intangible

purchased by products
individual pay for use, but
consumers for never own
personal or family account for more
use than 75+% of GNP
 Marketing of goods from one organisation to
Business-to- another
business industrial goods are bought for use in
business operations

e.g. charities, zoos, churches, museums,

Not-for-profit governments

Ideas e.g. Dont drink and drive, Quit

Ideas, places smoking
Places e.g. tourist locations and attractions
and people People e.g. musicians, models, athletes and
other celebrities
 Physical goods cars, computers,
apples

Services doctors, hairdressers,

lawyers

People models, actors, politicians

Places and Events Sunny Queensland,

State of Origin, Circ de Solei

Organisations Red Cross, Lifeline

Ideas Quit Smoking, Drink Driving,

Anonymous
The aim of
marketing
is to create
value and
delight the
customer!
 The tangible and
intangible benefits a
Value customer receives
from buying a
product or service

A marketplace
offering that fairly
and accurately sums
Value up the value that will
proposition be realised if the
product or service is
purchased and then
used*
 see customers as
partners or
Shift in focus prosumers that co-
create

Some
companies profit they expect to
make from a
calculate the customer in the
lifetime value future
of a customer
 A companys ability to outperform the
Competitive
competition, thereby providing customers
Advantage
with a benefit the competition cannot provide

Distinctive A companys superior capability in

Competency comparison to its direct competitors

Properties of products that set them apart

Differential
from competitors products by providing
Benefit
unique benefits
The challenge to the
marketer is to create
a. product position
an attractive _____, a
marketplace b. market segment
offering that fairly c. mass market
and accurately sums d. value
up the value that will proposition
be realised if the
good or service is e. target market
purchased.
Pre-consumption Consumption Post-consumption

which is why it requires patience a plan!

The marketing plan is a document that describes the marketing environment,
outlines the marketing objectives and strategy and identifies who will be
responsible for carrying out each part of the marketing strategy
1900- Production Producing the product as efficiently as possible. Goal
1930s era to be most efficient producer in a mass market.
1930s- Selling era Where marketing is primarily viewed as a sales
1960s function.
1960s Consumer era A philosophy focused on satisfying customers wants
and needs.
1970s- New era Improving products so that they meet needs better
1990s than competitors. Also sought to benefit employees,
shareholders and communities.
Mid New Building long-term bonds with customers. Customers
1990s millennium exchange various types of value: money, information
onwards and knowledge in a responsible way.
 KEY TAKEAWAYS
Get weird and embrace opportunities at Uni
Marketing is more than just advertising and
selling
Value can take many forms
Mastering the art of marketing is mastering
the value proposition
Marketing is a process to better
understand and satisfy consumer needs and
wants
There is no empirical evidence that life is
serious Take your time, ease up, look
around and enjoy the day. Steve Gunn
 Foundation Marketing Principles
Lectures 1 - 4

Tutorials start Week 1

Week 2 Lecture
Marketing environment (Ch 2 pp. 56-62)
Marketing information and research (Ch 4)
Week 2 Tutorials
Complete week 2 workbook questions before next
week!