FACULTY OF COMMERCE

CREATING BETTER FUTURES

http://www.uow.edu.au/commerce

School of Management and Marketing MARK101: Marketing Principles

Subject Outline
6 credit points

Subject Information
Autumn, 2011
Wollongong On Campus Lecture Information: Wednesdays, 10:30 - 12:30, 40.153 (HOPE Theatre) (Regular Lecture) Wednesdays, 17:30 - 19:30, 38.G01 (Repeat Lecture) Pre-requisites: Nil Co-requisites: Nil Online Subject Material: See Subject eLearning Site.

Teaching Staff
Teaching Role Name Telephone Email Room Coordinator and Lecturer Dr Venkat Yanamandram 4221 3754 venkaty@uow.edu.au 40.105 Wednesday: 1:30 to 4:00 PM Friday: 1:30 to 3:00 PM All administrative queries, including requests for changes to tutorials, should be directed in the first instance to Diane Coves (dcoves@uow.edu.au). All questions on the subject material, including assessment and feedback should be directed to me.

Consultation Times

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Teaching Role Name Email

Head Tutor Ms Diane Coves dcoves@uow.edu.au

Teaching Role Name Email

Tutor Mrs. Anita Goddard anitag@uow.edu.au

Teaching Role Name Email

Tutor Ms. Natalie Breen nbreen@uow.edu.au

Teaching Role Name Email

Tutor Mr. Diwas Rimal dr344@uow.edu.au

Teaching Role Name Email

Tutor Mr. Adam Oliver ajo315@uowmail.edu.au

Teaching Role Name Email

Tutor Ms. Sarah Jelley sj663@uowmail.edu.au

Teaching Role Name Email

Tutor Mr. Igor Bosma bosma@uow.edu.au

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Email Etiquette: Consultation with your subject coordinator and/or teachers via email
Your teachers receive many emails each day. In order to enable them to respond to your emails appropriately and in a timely fashion, students are asked to observe basic requirements of professional communication: Consider what the communication is about Is your question addressed elsewhere (e.g. in this subject outline or, where applicable, on the subject's eLearning site)? Is it something that is better discussed in person or by telephone? This may be the case if your query requires a lengthy response or a dialogue in order to address. If so, see consultation times above and/or schedule an appointment. Are you addressing your request to the most appropriate person?

Specific email title/ header to enable easy identification of subject related/ student emails Identify the subject code of the subject you are enquiring about (as your teacher may be involved in more than one subject) in the email header. Add a brief, specific header after the subject code where appropriate

Professional courtesy Address your teacher appropriately by name (and formal title if you do not yet know them). Use full words (avoid 'text-speak' abbreviations), correct grammar and correct spelling. Be respectful and courteous. Allow 3 - 4 working days for a response before following up. If the matter is legitimately urgent, you may wish to try telephoning the staff member (and leaving a voicemail message if necessary) or contacting the relevant school. Please ensure that you include your full name and identify your seminar or tutorial group in your email so that your teachers know who they are communicating with and can follow-up personally where appropriate.

A guide to eLearning 'Netiquette' is available at http://www.uow.edu.au/student/elearning/netiquette/index.html. The basic principles of Netiquette also apply to email communication.

Copyright
Commonwealth of Australia Copyright Regulations 1969 2011 University of Wollongong The original material prepared for this guide is covered by copyright. Apart from fair dealing for the purposes of private study, research, criticism or review, as permitted under the Copyright Act, no part may be reproduced by any process without written permission.

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Table of Contents
Section A: General Information...................................................................................................................... 5 Learning Outcomes and Graduate Qualities ................................................................................................. 5 Student Learning Outcomes ..................................................................................................................... 5 Subject Description ................................................................................................................................... 5 Commerce Purpose and Graduate Qualities ............................................................................................ 6 Readings, References and Materials ............................................................................................................ 6 Major Text(s) ............................................................................................................................................. 6 Key References ........................................................................................................................................ 7 Recommended Background and Further Reading ................................................................................... 7 Lectures, Tutorials and Attendance Requirements ....................................................................................... 7 Lecture Times * ......................................................................................................................................... 7 Lecture Program * ..................................................................................................................................... 8 Additional Lecture Comments ................................................................................................................... 8 Tutorial/Seminar/Workshop Times ........................................................................................................... 8 Tutorial/Seminar/Workshop Program ....................................................................................................... 9 Attendance Requirements ........................................................................................................................... 11 Participation/Contribution to Tutorials/Seminars/Workshops ................................................................. 11 Recent Improvements to Subject ................................................................................................................ 11 Section B: Assessment ................................................................................................................................. 12 Assessment Summary ................................................................................................................................ 12 Performance Level ...................................................................................................................................... 20 Types of Assessment Collaboration ............................................................................................................ 21 Submission, Retention and Collection of Written Assessment ................................................................... 21 Submitting Assessment Tasks ................................................................................................................ 22 Faxing, Posting and Emailing Assessment Work ................................................................................... 22 Late Submission of Assessment Tasks .................................................................................................. 22 Collection ................................................................................................................................................ 22 Retention ................................................................................................................................................. 22 Scaling ......................................................................................................................................................... 22 Plagiarism .................................................................................................................................................... 22 Faculty of Commerce Plagiarism Prevention Policy ............................................................................... 23 Referencing ................................................................................................................................................. 23 Why do you need to reference? .............................................................................................................. 23 The Harvard System of Referencing ...................................................................................................... 23 Citation of Internet Sources .................................................................................................................... 23 Section C: General Advice for Students ..................................................................................................... 24

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Section A: General Information

Learning Outcomes and Graduate Qualities
Student Learning Outcomes On successful completion of this subject students will be able to: 1. Demonstrate an understanding of the key concepts and principles of marketing. 2. Describe the process of creating a marketing plan. 3. Recognise and demonstrate the role of social responsibility and ethics in improving marketing performance. 4. Explain how different elements of marketing mix can be used to address a range of marketing issues facing organisations. 5. Demonstrate in a written report critical analysis and problem solving competencies when approaching marketing issues. 6. Demonstrate an understanding of the use of specified Information Communication Technologies. Subject Description Marketing is a set of activities and processes for creating, communicating and delivering offerings and facilitating satisfying exchange relationships in a way that delivers value for consumers and society. Organisations need to know how to define and segment a market and how to position themselves strongly by identifying marketing opportunities and problems, and developing products, services, experiences and ideas for chosen target markets more effectively than their competitors. Marketing is essential for all organisations including manufacturers, wholesalers, retailers, professional services firms including lawyers, accountants and architects, and non-profit institutions including charities and museums. The subject examines the fundamental concepts underpinning the marketing process and theories relevant to the study and practice of marketing. It serves as a foundation for further studies in business by developing an overview of where marketing fits within organisations and what framework marketing provides for enhancing and enabling the conduct of a business.

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Commerce Purpose and Graduate Qualities Our Faculty Purpose is to inspire socially innovative commerce through research and teaching. Based on our purpose, our Faculty has five Graduate Qualities which we aim to progressively develop in our students through learning and teaching. Graduate Qualities Taught, Practiced or Assessed in this Subject Yes Yes Yes Yes Yes Yes Yes Yes

Graduate Quality

Faculty of Commerce Graduates will: have gained appropriate conceptual and applied knowledge that is research-based

Informed

have developed skills for independent thinking and life-long learning acknowledge the work and ideas of others be innovative in their thinking and work practices

Innovative and Flexible

be flexible in their approach be able to apply creativity and logical analysis to solving business and social issues appreciate the social and ethical dimensions of business be able to make informed choices for the benefit of society be able to work and network effectively with others appreciate the links between ideas and practice in domestic and international business, the public sector and community contexts demonstrate an effective level of interpersonal, written, and verbal communication skills show an understanding of intercultural communication practices

Socially Responsible

Connected

Communicators

Yes

These qualities have also been formulated to contribute to the UOW Graduate Qualities. Please note: this subject will not attempt to teach, practice or assess all of the Commerce graduate qualities. You can see how the Commerce and UOW Graduate Qualities are linked at http://www.uow.edu.au/commerce/current/UOW044760.html

Readings, References and Materials

Major Text(s) Elliott, G, Rundle-Thiele, S and Waller, D 2010, Marketing, John Wiley & Sons Australia Ltd, Milton. The text can be purchased from the UOW Unishop for $115. This paperback version also includes the eBook. An electronic copy (e-book) can also be purchased directly from the Publisher at www.buywiley.com.au for a reduced cost over the paperback version. The book is also available in the library on a short loan and normal lending basis (Call number 658.8/609). Although other introductory marketing books can be used as supplementary resources, they should not be used as substitutes for the prescribed textbook. All class activities and multiple-choice test and exam questions are based on the content from the prescribed textbook (and lecture materials); therefore, you will be disadvantaged if you relied only on other introductory texts. Textbook details are available online from the University Bookshop at http://unicentre.uow.edu.au/unishop/UOW031119.htm

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Key References Kotler, P, Keller, K and Burton, S 2009, Marketing Management, Pearson Education Australia, Frenchs Forest.

Recommended Background and Further Reading Academic Journal Articles: Australasian Marketing Journal Industrial Marketing Management Journal of the Academy of Marketing Science Journal of Advertising Journal of Business Research Journal of Business Ethics Journal of Marketing Journal of Marketing Research Journal of Retailing Journal of Services Research Business and Marketing Magazines: Australian Financial Review Business Review Weekly Business Week B&T Weekly Harvard Business Review Marketing News The Sydney Morning Herald Online Sources: CHOICE Magazine, http://www.choice.com.au/ Today Tonight, Channel 7, http://au.todaytonight.yahoo.com/ A Current Affair, Channel 9, http://video.msn.com/?mkt=en-au&brand=ninemsn&tab=m164 This is not an exhaustive list of references. Students should also use the library catalogue and databases to locate additional resources.

Lectures, Tutorials and Attendance Requirements

Lecture Times * Lectures will be held on: Day Wednesday Wednesday Start Time 10:30 17:30 End Time 12:30 19:30 Room 40.153 (HOPE Theatre) (Regular Lecture) 38.G01 (Repeat Lecture)

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Lecture Program * Week Date 1 2 3 4 5 6 7 8 9 10 11 12 13 02 Mar 2011 09 Mar 2011 16 Mar 2011 23 Mar 2011 30 Mar 2011 06 Apr 2011 11 Apr 2011 20 Apr 2011 27 Apr 2011 04 May 2011 11 May 2011 18 May 2011 25 May 2011 01 Jun 2011 06 Jun 2011 11 Jun 2011 20 Jun 2011 Topics Covered Introduction and Marketing's Role in Business and Society Marketing Environment Special Topic: Social Responsibility & Marketing Ethics Developing Marketing Strategies & Plans Market Research Consumer and Business Buying Behaviour Market Segmentation, Targeting and Positioning Marketing Mix: Product Decisions Mid-Session Recess Reading Week - No Classes Marketing Mix: Promotion Decisions Marketing Mix: Services Marketing No lectures - Poster display & presentations in the University Hall Foyer (adjacent to UniBar) during lecture period Marketing Mix: Pricing Decisions Marketing-Mix: Distribution (Placement) Decisions Summary and Final Exam Guidelines Study Recess Examinations Examinations Chapter 8 Chapter 10 Chapter 9 Chapter 11 Readings Chapter 1 Chapter 2 Chapter 3 (and partly Ch. 2) Chapter 4 and 5 Chapter 6 Chapter 7

* The above times and program may be subject to change. Additional Lecture Comments Students are strongly advised to attend either the regular or repeat lecture. Any material presented in classes may be included in the exams. Tutorial/Seminar/Workshop Times Tutorial times and locations can be found at http://www.uow.edu.au/student/timetables/index.html. Please note that tutorial times on the timetable are provisional and may change. The Faculty of Commerce uses the SMP Online Tutorial System http://www.uow.edu.au/student/tps/index.html. The Faculty of Commerce ensures that students can complete the minimum requirements of the Bachelor of Commerce, that is, the core subjects and a major study, within the specified time. If you are undertaking more than one major, or a major and minor(s), timetable clashes may occur. If you find that two or more of your chosen subjects are scheduled for the same time you must gain approval from the Head of School before proceeding with your enrolment. Students must attend the tutorial to which they have been allocated.

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Tutorial/Seminar/Workshop Program Week 1 Week Topics Covered Commencing 28 Feb 2011 No formal tutorials. consultation. Subject Coordinator will be available for Readings

Emergency evacuation procedures. Introduction to tutorials and assessment guidelines. 2 07 Mar 2011 Marketing is often criticised and is viewed negatively by many people. What was your view of marketing prior to starting this course? Has your view changed? Why? Why not? Using company annual reports, find an example of a company that has a popular brand name. Discuss how the company has used marketing to improve its performance. (Note: Annual reports or summaries are usually found in the investor section of corporate websites). You can use this information to decide the company, product and brand name for the assessment. 3 14 Mar 2011 Watch the Video 'First Home Buyers Boom' on the Subject Chapter 1 and 2 eLearning Space and answer the following questions: What micro and macro environmental factors affect the housing market? Why has there been an influx of new home buyers in recent times? What happened to the top end of the housing market during the economic slowdown? Formation of teams. There shall only be 4 members per team. Any exception is to be approved by the Subject Coordinator. Teams to formally indicate on a sheet of paper the following information: (1) company name, (2) product and brand name, (3) full name and student number of each team member, and (4) the Part of the report that each member of the team is responsible for. 4 21 Mar 2011 You are marketing red meat in Australia and you wish to understand the current market. List five sources of secondary data that you could consider. Read the Spotlight on page 85, and report on the research design used by Colmar Brunton. Distinguish between ethics and corporate social responsibility in the context of marketing. What is the Pyramid of Social Responsibility? Imagine you are the marketing manager of a DVD rental chain. Outline all of the micro-environmental factors that you should analyse when making marketing decisions for the business. 5 28 Mar 2011 Chapter 3 Chapter 1

Chapter 2 and additional You are a marketer for Darrell Lea chocolates. Identify two macromaterial on environmental trends that will affect your business in the next eLearning financial year. You are marketing large cars and understand that the trends towards environmentalism and smaller families are beginning to reduce demand for large cars. In addition, the global economic downturn has made people more likely to keep their current car rather than trade up to a new one. How would you respond to these environmental changes?

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What are the three types of reference groups? For each, provide two examples of groups relevant to you. Find an advertising campaign that is designed to invoke pester power. Analyse the campaign in terms of which elements are aimed at children and which elements are aimed at the purchaser (most likely a parent). 6 04 Apr 2011

Chapter 4: Watch the video 'Shiraz Wine' available on the Subject eLearning Consumer Behaviour Space and answer the following questions: Describe the level of involvement a consumer might have with wine. Which stage/s of the purchase decision process might be impacted by a change in Australian wine flavours? How would wine marketers attempt to shape consumers' learning with these new varieties of wine? Mid-Session Recess Reading Week - No structured learning activities. Tutors will not be present in class. Have team meetings during class time. Discussion of draft posters. Discuss (with tutor) content relevant to the firm/product/brand for each element of Pyramid of Social Responsibility along with the proposed design of the poster on a draft A4-sized paper (although the actual poster size for submission the following week is A2). Non-discussion of content with the tutor during this tutorial period would result in a penalty of 5 marks for the poster assessment. Read the Spotlight Sunglass Hut on page 194. Explain the market positioning of Sunglass Hut in relation to its competitors. Read the Spotlight Google Phone on page 218 and prepare answers to the two questions. Chapters 6, 7 and 9 Read the Spotlight Coca-Cola on page 306 and prepare an argument both for and against the statement Industry self-regulation of advertising from the Australian Association of National Advertisers (AANA) is a waste of time. Discussion of draft reports with the tutor. Read the Spotlight 'Australia and New Zealand Exporting Education' on page 376 and prepare answers to the first two questions.

11 Apr 2011 7 18 Apr 2011

25 Apr 2011

02 May 2011

10

09 May 2011

11

16 May 2011 Read the Spotlight 'Dodo - Far from Extinct' on page 387, and discuss the people, process and physical evidence issues that are important in Dodos marketing and business success. Read the Spotlight ' Gyms - Priced to Fit' on page 264, and prepare answers to the two questions.

Chapter 11

12

23 May 2011

Read the Spotlight 'Who Controls Petrol Prices' on page 268, and prepare an argument against the statement, Petrol pricing in Chapter 8 Australia is based on supply and demand. Read the Spotlight 'Foster's - Clever Packaging' on page 277, and discuss the rationale Fosters might have used in deciding to move from 375 ml stubbies to 330 ml, while still charging the same price.

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Read the Spotlight ' The National broadband network' on pages 34950 and outline five services that have the opportunity to benefit from the faster distribution capabilities the Australian National Broadband Network will offer. Explain how each will benefit, and how a marketer could capitalise on that. 13 30 May 2011 Read the Spotlight 'How Do You Want Your Movies?' on pages 35960 and evaluate from a marketing perspective Instant DVDs supermarket distribution strategy. What are the advantages and disadvantages over competitors such as Blockbuster (with its specialist retail stores) and Quickfix (with its online/postal DVD rental service)? Study Recess Examinations Examinations Chapter 10

06 Jun 2011 11 Jun 2011 20 Jun 2011

The above program may be subject to change. It is possible that tutorial times may change, and depending on student numbers, tutorials may be cancelled or new tutorials added. If such changes take place, you will be notified by University email/SOLSmail ONLY. Students must attend the tutorial to which they have been allocated. Attendance and Participation: As is the case in most businesses, your attendance and promptness is expected. Coming to class late or leaving early is not acceptable behaviour. A roll will be taken 10 minutes after half past hour, and if you are not in the class by then, you will be marked as absent. If you miss class for any reason, you will be responsible for any material covered. Studies have shown that students who attend class regularly and participate fully find assignments and exams to be much easier and more meaningful, and tend to get better grades than those who do not attend class regularly. A goal for the classroom is to have a positive, attentive, courteous environment that is conducive to learning. Being on time, being alert, participating in discussion and activities, staying for the full class time, and generally contributing to the learning experience of ones classmates are desirable behaviours. You will be required to complete assigned readings prior to class sessions during which those readings are examined.

Attendance Requirements
Students are expected to attend all lectures, tutorials, workshops and seminars. Where attendance requirements are set for a subject, attendance records will be kept. Participation/Contribution to Tutorials/Seminars/Workshops Students may fail the subject unless they attend 80% of lectures, tutorials, workshops and seminars in the subject. This requirement may be waived subject to satisfying the conditions of the Student Academic Consideration Policy. (See Section C: General Advice for Students).

Recent Improvements to Subject

The Faculty of Commerce is committed to continual improvement in teaching and learning. In assessing teaching and learning practices in a subject, the Faculty takes into consideration student feedback from many sources. These sources include direct student feedback to tutors and lecturers, feedback through Commerce Central, responses to the Subject and Course Evaluation Surveys. These important student responses are used to make ongoing changes to subjects and courses. This information is also used to inform systemic comprehensive reviews of subjects and courses.

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Section B: Assessment
Assessment Summary
Title Assessment 1 Assessment 2 Assessment 3 Assessment 4 Assessment 5 Type Tutorial Tasks: Participation in tutorials In Session Tests: Multiple choice Essay: Report Authentic Tasks: Poster Final Exam: Essay, short answer, multiple choice Weight 10% 15% 20% 15% 40%

Assessment 1: Tutorial Tasks - Tutorial Participation

Graduate Qualities Assessed Informed Socially Responsible Connected Communicators Marking Criteria Your active participation in tutorial discussion and activities is an important component of the subject as it is through this that your communication, analysis and critical evaluation skills are developed. You should read the relevant chapter(s) from your prescribed textbook and readings prior to attending the tutorials. The marks you obtain for tutorial participation is dependent upon your contribution to discussion. You must prepare answers to the questions provided in the Tutorial Program section of this Outline. Merely attending tutorials, whilst almost always avoiding any attempt to contribute to classroom discussion will result in ZERO (0) marks. In other words, NO marks will be awarded for just attending tutorials. When grading your tutorial participation, your tutor will consider if (1) your responses indicate that you have prepared the assigned material, (2) you go beyond repetition and facts to make analysis and recommendations, (3) you are a good listener and communicator, and (4) you have shown evidence of understanding and integrating what has been discussed in the subject so far. The following marking criteria will be used to judge your level of engagement: 9 - 10 Marks A student who receives these marks for participation typically comes to each tutorial (punctually) with questions about the readings already in mind. This student engages other students in discussion of his/her ideas and responds to the comments of others with ideas that carry the discussion to a different level. In doing so, the student provides evidence of critical thought; evidence of outside reading; learning from ideas of others; and demonstrates high level of interpretative and analytical ability. 7 - 8.75 Marks A student who receives these marks for participation typically attends all tutorials (punctually) and has completed all the readings, but does not always arrive prepared with questions and reflections. While such a student
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is courteous and articulate in expressing their own views, and is insightful, he/she does not necessarily relate his/her comments to the general direction of the discussion or respond to the opinions and ideas of others. This student sometimes provides evidence of outside reading and learning from ideas of others; though consistently demonstrates a high level of interpretative and analytical ability. 5 6.75 Marks A student who receives these marks typically attends nearly all tutorials and gives some indication of having prepared, but enters into the discussion after others express their views on the subject. So, the student is to a degree, passive, however, contributes to a discussion by providing similar examples. While this student is a laggard, he/she consistently demonstrates an acceptable level of interpretative and analytical ability. The student demonstrates learning from ideas of others, but there may be other objectives that are not achieved. 3 - 4.75 Marks A student who achieves these marks demonstrates some understanding of most of the basic subject matter. Such a student though participates more than occasionally in a discussion after others express their views, he/she may not have prepared for the class and sometimes takes the discussion on irrelevant tangents. The student occasionally demonstrates an acceptable level of interpretative and analytical ability. 1 - 2.75 Marks A student who receives these marks demonstrates only partial understanding of basic subject material. Such a student occasionally participates in discussion, though does not respond meaningfully to questions posed. Answers provided by such students include simply nodding their head indicating agreement, or saying yes, no, it depends, I guess so etc. Many times such a student makes very less effort to enter into discussions. 0 Marks This student almost always avoids any attempt to contribute to classroom discussion. Length Weight Assessment Due N/A 10% In Tutorial in Session Week 2 In Tutorial in Session Week 3 In Tutorial in Session Week 4 In Tutorial in Session Week 5 In Tutorial in Session Week 6 In Tutorial in Session Week 9 In Tutorial in Session Week 11 In Tutorial in Session Week 12 In Tutorial in Session Week 13 Individual Assessment N/A Ongoing, in-class The marks will be available on SOLS during Study Recess (the week following Week 13). Click on 'Assignment Results' item in the Main Menu of SOLS.

Type of Collaboration Style and format Assessment submission Assessment return

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Assessment 2: In Session Tests - Mid-Session Test

Graduate Qualities Assessed Informed Marking Criteria Length Weight Assessment Due Type of Collaboration Style and format Assessment submission Multiple-choice questions 60 questions 15% 09 Apr 2011 (Saturday in Session Week 6) Individual Assessment Multiple-choice questions The test venues will be announced during the lecture in Week 5. The duration of the test is 90 minutes (1 hour and 30 minutes). The test will commence at 10 AM. Assessment return Results will be released within 7 days after the test. To view your test results, log on to SOLS, and click on 'Assignment Results' item on the Main Menu. Detailed information Chapter material that will be assessed Chapters 1, 2, 3, 4, 5 and 6.

Assessment 3: Essay - Written Report

Graduate Qualities Assessed Informed Innovative and Flexible Socially Responsible Connected Communicators Marking Criteria Marks will be awarded for an individual's performance in each Part of the report (marked out of 15) as well as for group's performance in the pre and post parts to the main body of the report (marked out of 5). See the section 'Detailed Information' for specific details. The marks you obtain for the report depends on the extent to which 1. you are able to demonstrate your understanding of relevant concepts and your ability to apply the concepts. 2. the opinions expressed are clear and supported by concise, creative, logical and coherent arguments 3. the report is easy to read and understand and if the layout allows the reader to easily grasp the sense, direction and objectives. 4. the report is researched broadly and skilfully from varied sources (Journal articles, industry publications, magazines, websites, newspapers, interviews). 5. Harvard referencing style is used accurately and consistently within text as well as at the end of the report. 6. You are able to demonstrate a clear understanding of the basic rules of punctuation. 7. you use an extensive vocabulary. 8. there is insignificant number of spelling errors. 9. the report is visually striking and appealing. 10. the report consists of (i) an informative title page; (ii) a table of contents complete with sub-headings flowing in a logical sequence; (iii) an executive summary; and (iv) all technical matters of interest in the appendices. Length Four (4) pages to address each Part of the assignment question + additional pages to address pre and post parts to the main body of the report. See Detailed Information.
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MARK101 Subject Outline

Weight Assessment Due Type of Collaboration Style and format Assessment submission

20% 18 May 2011 (Wednesday in Session Week 11) Group Work Use only 1.5-line spacing; font Times New Roman; size 12; 2.5 cm margin on all four sides. Due by 4 PM at Commerce Central Go into the site http://commfac.uow.edu.au/coversheets/ Press the group button next to the subject assignment and the designated team leader has to add all the email user id's of team members, hit the submit button and the team is formed. Print only one assignment cover sheet which is two pages and each team member signs the plagiarism declaration on the second page. All group members will receive an electronic receipt to their University email account. Please note that you will need to print the coversheet on a laser printer (use the library or computer lab printers if necessary) because ink jet printers may not print to the quality needed to make the barcode readable by the scanners. Please ensure you have selected your tutorial information before submitting your assignment for scanning at Commerce Central.

Assessment return Detailed information

Marked reports will be returned in the tutorials in Week 13. What market, company and product do I choose for the assignment? Assume you are the new marketing manager of a 'real-world' company in Australia that serves a popular brand for: a segment of the telecommunications, food (except McDonalds), drinks (except Coca-Cola, Redbull, V), gaming/entertainment, fashion or clothing market aimed at Tweens (6 to 13 year old children). OR a segment of the personal care or financial services market aimed at Baby Boomers (46 to 65 year old adults). Should I investigate the entire market? The entire report must be addressed only for a segment of the market (that the company has chosen to serve). If the company serves many segments within a market, then choose a key segment aimed at Tweens or Baby Boomers. Can I choose any company? Choose a company that operates in Australia for which you can gain information fairly easily. If you choose an international company, then you must investigate its Australian operations only. Is this a group or individual assignment? Am I expected to contribute to every aspect of the report? The assessment has individual as well as group components. There is a pre and post part to the main body of the report that is group-based (worth 5%), while the main body of the report is individual-based (worth 15%). Following are the details: Pre/Post Part: The common elements of the report can be addressed by all members of the team or can be done by one or more individuals of the team. Whoever addresses the Part will be assessed and awarded a mark out of 5%, while the others will lose out. Students must clearly indicate on the Preface Sheet (which will be distributed during the course of the session) the persons responsible for addressing this Part and each member of the team must provide their full name and student number and sign the

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sheet with comments. If every member of the team contributes to the activity, then each contributing member will be awarded a mark out of 5%. The common elements are: 1. Title page (on a separate page of the report). Immediately following the assignment cover sheet should be a title page. The title page must consist of a report title, company and brand logos and any other design you would like to include, and the date of submission. 2. Table of contents (on a separate page of the report). Include a table of contents with headings, sub-headings and page numbers. 3. Introduction (1 page; on a separate page of the report). The introduction should introduce all aspects of the report questions and preview the content of the report. Specifically, the introduction should include: (a) general lead-in information about the report topic including why you chose this company and product for your assignment, by way of providing rational (e.g., market share, profit, new product, most advertised product) and other reasons for your selection of the product; (b) a statement of the main aim(s) and objective(s); (c) method(s) of approach; (d) indications of the scope and limitations of the report; (e) a preview of material presented in the body of the report. 4. Conclusion (1/2 page; on a separate page of the report). Conclusions are quite often read by managers before the main text of the report and hence should summarise the main points clearly. In addition to the common elements of the report (described in the previous paragraphs), each member of a team is responsible for a part of the report (described in the following paragraphs). You only get assessed and awarded a mark out of 15% for the Part you are responsible for. PART-A (4 pages) by Team Member-1: Discuss the major forces impacting the company's environment and their impact on marketing initiatives for the chosen product of the company. You must show evidence of secondary research for this part. PART-B (4 pages) by Team Member-2: (1) Describe the different levels of competition for the chosen product; (2) Discuss the situational, group and individual factors that influence the consumption of the brand; and (3) Describe the demographic, psychographic and behavioural characteristics of the target market. You must show evidence of secondary research for this part. PART-C (4 pages) by Team Member-3: (1) How does the company want its product and its associated brand to be perceived by its target market? Include a positioning statement; (2) How does the companys target market perceive its product and its associated brand? (3) Draw positioning and perceptual maps for the target market. You must show evidence of primary in addition to secondary research for this part. PART-D (4 pages) by Team Member-4: (1) Explain the various communication tools that the company has used in communicating the desired position to target market. (2) Describe at least one communication campaign (e.g., TV ad, PR campaign, sales promotion campaign), and based on the campaign, evaluate if the company has effectively communicated the desired position. You must show evidence of secondary research for this part.

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Can I exceed the page length for each Part? Each member of the team must address his/her Part in 4 pages. However, each member of the team is allowed one additional page in appendix, provided he/she cites the material in the List of References. Any material that is beyond this length will NOT be assessed. So, what can be the total length of the report? I am confused. If you are in a 4-member team, then the report can be 28.5 pages in total, all inclusive: 1 page for Title Page, 1 page for Preface Sheet, 1 page for Table of Contents, 1 page for Introduction, page for Conclusion, 4 Parts x 4-pages each (16 pages) to address the assignment questions, 4 Parts x 1page each to include references (4 pages), and 4 Parts x 1-additional page each (4 pages) to include in appendices. If you have additional or fewer members, contact the Subject Coordinator. I am overwhelmed by the learning materials that are needed to address the assignment question. Where can I obtain learning support? Learning materials related to the assignment questions will be discussed in various lecture periods. I highly recommended that you attend lectures to maximum your chances of performing well. In addition to providing guidelines during the lectures, a document titled Report Writing in Marketing Tips and Examples that provides examples of introduction, conclusion, recommendation and explains how to write a well developed argument will be uploaded on the Subject eLearning by Week 6. If I have an early draft of the report, can I show it to the Subject Coordinator and/or tutor for feedback? My support approach parallels the practice in the business world where teams discuss their draft work with supervisors before submitting the final work (say, business plan) for adoption, and that if they do not commit to discussing the draft work, they leave themselves exposed to uncertain consequences. Each student will be given an opportunity during designated tutorial weeks to discuss his/her draft work with the tutor, which can be followed-up with me (Subject Coordinator, during Consultation Times). Students in the previous sessions who made use of the opportunity to meet with the subject coordinator and tutors to discuss their draft work performed better than those who did not. What if I have a problem within my team? If you have any concern/s about a team members contribution to the assessment task, you are recommended to set up a meeting with the relevant tutor and/or subject coordinator to address the concern/s, well before the submission of the Report. What are the Subject Coordinators expectations on research to address the assignment question? Each member of the team should show evidence of research for the assignment. Address your assignment Part, using material from the text, lectures and external sources. I recommended that you use around 5 references from varied sources (e.g. journal articles, newspapers, magazines, web sites) for each Part of the report. How do I reference or cite materials (that I use in the report) which are not my own? You must acknowledge all sources of any facts and ideas which are not your own, both in the text and at the end of each Part of the report.

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See the UOW Librarys site, http://www.library.uow.edu.au/referencing/, to learn how to accurately reference learning materials using Harvard Referencing Style, which is the standard followed in the Subject. Where do I include the List of References in the report? Is it part of the 4-page requirement? The list of references for each Part must be on a separate page, immediately after addressing each assignment question (Part), and should NOT be attached at the end of the report. The page listing the references is NOT part of the four pages required to address the assignment question. I have been to the Librarys online referencing section, but I am unsure in determining good versus bad referencing including paraphrasing materials that are not my own; good versus poor arguments while constructing a paragraph; and summarising. Is there a site that can show me examples of these, while showing me how to do a good job at it? The Faculty of Commerce has introduced an e-learning module, which aims to orientate you with the knowledge and resources to avoid problems related to plagiarism, develop your capacity to integrate evidence into your arguments, and reference correctly. The module Commerce Academic Integrity Online can be accessed via http://commfac.uow.edu.au/caio What will happen if I do not cite materials that are not my own? Do not unintentionally plagiarise. All breaches of academic dishonesty will be investigated. Offences will be referred to an appropriate authority (e.g., School Primary Investigation Officer) for potential misconduct proceedings. If you reference, but do a poor job at it, you may lose 10 to 25% of the marks you obtain for poor academic practice, and up to 100% for academic misconduct, and in severe cases, suspension or expulsion from the University.

Assessment 4: Authentic Tasks - Poster

Graduate Qualities Assessed Informed Innovative and Flexible Socially Responsible Communicators Marking Criteria Each member of the team is accountable for every PART of the poster even though the team may distribute the workload among its members. Your individual performance will impact on your team performance and vice versa, and each member of the team will be evaluated by the remainder of the team members. The following key criteria will be used to assess the posters: 1. Has the team attempted to provide a range of views on the topic? 2. Is there a balance between theory (synthesis of theory instead of reproduction of theory) and practice? 3. To what extent is the poster visually striking and appealing? 4. Does it present information in an economical yet powerful way? Length Weight Assessment Due Type of Collaboration Style and format
MARK101 Subject Outline

One A2 sized poster (594 mm x 420 mm). Any other sized poster will not be accepted for assessment. 15% In Tutorial in Session Week 9 Group Work See Detailed Information Below
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Assessment submission

1. Submit with a Faculty Assignment Cover Sheet. 2. Paste the Sheet to the back of the poster using glue. Do not staple the Sheet to the poster as it will tear off eventually. 3. Please ensure to obtain a receipt from your tutor when you present your poster. Marked posters will be returned in the tutorials in Week 13. You must use the same company, product and brand that you selected for Assessment-2 (Report). Using the Pyramid of Social Responsibility, research and address the following issues: 1. What social responsibility and marketing ethics issues are relevant for the company and product your team has chosen? 2. How effectively has the company addressed those issues? You are required to apply relevant concepts from the text, lecture and readings to the issues you introduce. Your tutor will help your team shape your research strategy and identify resources. On an A2-sized (594 mm x 420 mm) poster, and in no more than 550 words, you are required to display the findings of your research in an informative and visually compelling way. You must print and paste full academic referencing on the back of the poster. Tutors will distribute blank posters during the session; however, you may source your own A2 posters. Consider the layout, colour, clarity and impact when designing the poster. You must follow the guidelines on poster work, which will be uploaded on the Subject eLearning site by Week 4. You can choose to either paste your work on the poster or use PowerPoint to design the poster and get it professionally printed. Either way, the poster must contain headings, sub-headings, text and graphics. On Wednesday, the 11th of May (Week 10), your posters will be displayed in the foyer of University Hall (the venue where movies are normally screened). Each team should nominate at least 2 members, who must be available for the complete duration of the lecture period, at the foyer of University Hall, to answer any questions on the poster. You will, of course, also have the opportunity to review and ask questions about the work done by other teams.

Assessment return Detailed information

Other Things to Note: 1. You are required to discuss (with the tutor) content relevant to the firm/product/brand for each element of Pyramid of Social Responsibility along with the proposed design of the poster on a draft A4-sized paper (although the actual poster size for submission the following week is A2). Non-discussion of content with the tutor in Week 8 tutorial would result in a penalty of 5 marks for the poster assessment. 2. Every member of a team must be present in Week-8 tutorial to discuss the content and design of the poster. If a student cannot be present for a genuine reason, then he/she must inform every team member and tutor in writing, at least two working days before the scheduled Week-8 tutorial, explaining his/her poster content and design plans (and seeking consensus for the plans).

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3. If you have any concern/s about a team members contribution to this activity, you are recommended to set up a meeting with the relevant tutor and/or subject coordinator to address the concern/s, well before the submission of the Poster. 4. You must submit a team evaluation report to your tutor in Week 9 (the week the poster assessment is due), without which your assessment will not be deemed as submitted. A low score of 1 or 2 on any three criteria, given by a majority of the team members, for a particular team member, will result in 20% of marks obtained being deducted for that team member. When the low scores are on six criteria, the penalty will be 40%. When the low scores exceed 8, the penalty will be 60%. The team evaluation criteria and the process involved to fill the criteria sheet, will be informed by Week 5 lecture.

Assessment 5: Final Exam - Final Exam

Graduate Qualities Assessed Informed Communicators Marking Criteria Length Weight Assessment Due Type of Collaboration Style and format Assessment return As per exam instructions TBA in the final lecture 40% To Be Announced Individual Assessment TBA in the final lecture As timetabled during the exam period. It is the student's responsibility to source the time and date of the final examination via SOLS (Student OnLine Services) when details become available. The number of questions, format and topics to study for the final exam will be discussed during the final lecture.

Detailed information

Performance Level
Students are expected to complete all assessment tasks for this subject. The minimum performance requirements for this subject are, that in order to pass this subject students must: a. obtain an overall mark of 45% or greater in assessment tasks, excluding the final examination b. obtain a mark of 45% or greater in the final examination c. obtain an overall mark of 50% or greater for the subject. Failure to complete all assessment tasks will normally result in failure of the entire subject, other marks notwithstanding. Where a student gains a mark of 45 or greater and does not meet a specified level in the assessment task required to pass this subject a Technical Fail grade be used. Where Technical Fail is given the following applies: a. b. c. d. failure of the subject TF (Technical Fail) without a mark will be granted; A TF will be presented on the students Academic Transcript; and The allocated mark of 44 will be used as the WAM calculation for subjects at all levels.

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In line with University grading regulations, the grades of performance in this subject are as follows: Grades of performance for 100, 200, 300 and 400 level subjects The approved grades of performance and associated ranges of marks for 100, 200, 300 and 400 level subjects are as follows: Satisfactory completion: High Distinction ............... 85% to 100% Distinction .................... 75% to 84% Credit ........................ 65% to 74% Pass ......................... 50% to 64% Pass Restricted (for 100 & ..... 45% to 49% 200 Level subjects only) or Pass Conceded Students should note that a Pass Conceded, Pass Terminating or Pass Restricted grade at 300-level in any required subject for the selected major area does not satisfy degree requirements. Subjects satisfactorily completed at a Pass Conceded or Pass Restricted grade may comprise no more than one sixth of the minimum credit point value of a course. Unsatisfactory completion: Fail ........................... 0% to 44%

Types of Assessment Collaboration

Collaboration between students during the preparation of subject assessment tasks or case studies is only permitted dependent upon the category of assessment task declared by the subject coordinator and as printed in the Subject Outline. Type 1 Take Home Exams: No collaboration of any kind is permitted between students or anyone else during formation and preparation of the contents of the student submission. Type 2 Group Work: Collaboration is permitted between students in the same group but not with students in other groups. Type 3 Individual Assessment: Collaboration is permitted between students only in the form of general discussion pertaining to relevant concepts or potential issues to be dealt with in completing the assessment. However, collaboration must not proceed to the point where it contributes directly to the final submission produced by the student. Joint planning of the actual contents of a students submission is not permitted. Where the assessment requires formulation of a set of recommendations, a problem solution, or a specific course of action, collaboration is not permitted during their formulation. Needless to say, collaboration is not permitted during the actual preparation and writing of the student submission. Type 4 Open Assessment: Collaboration with other students is permitted, subject to the normal rules governing plagiarism. That is, direct use of ideas contributed by others must be acknowledged.

Submission, Retention and Collection of Written Assessment

Assessed work must be handed in by the date and time listed under each assessment task. All assessment tasks must represent the enrolled students own ORIGINAL work and must not have been previously submitted for assessment in any formal course of study. If a student does not attend a required in-session test/examination, and also fails to produce satisfactory medical or other reasons for this (see Section C: General Advice for Students), a deferred examination will NOT be offered, and the student may be deemed to have failed the subject, other marks notwithstanding.

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Submitting Assessment Tasks Students are required to submit original work which will provide a basis for the certification of competence this subject. These assessments may include examinations, tests, take-home examinations, quizzes, assignments, essays, laboratory reports, demonstrations, folio of creative works, performances, tutorial presentation and participation. A Faculty of Commerce assignment cover sheet must be attached to each piece of written assessment task. This cover sheet can be obtained from the website: http://www.uow.edu.au/commerce/cc/index.html Students should ensure they receive a receipt of submission and retain this for proof of submission. Faxing, Posting and Emailing Assessment Work Students may not e-mail, post or fax assessment tasks unless specifically requested by or with the prior approval of the subject coordinator. Late Submission of Assessment Tasks Assessed work handed in late will be penalised by the deduction of 20 percent of the maximum possible mark for that assessment per working day or part thereof. The operation of this rule will not result in a negative mark being carried forward. This penalty for late submission may be waived upon presentation of a medical certificate of illness for a relevant period, or upon evidence of untoward or approved circumstances that fall under the Student Academic Consideration Policy (See Section C: General Advice for Students). Collection Assessment items will normally be returned to students within three (3) weeks of the due date. Assessment tasks which are relevant to the final examination for the subject will be marked and available for collection prior to the study week before the final examination. Retention The Faculty of Commerce will retain appropriate records in line with the State Records Act 1998 (NSW), other relevant legislation, standards and University of Wollongong policies.

Scaling
Marks awarded for any assessment task or part of any assessment task, including an examination may be subject to scaling at the end of the session. Marks will be scaled only when unpredicted circumstances occur and in order to ensure fairness of marking across groups of students. The method of scaling will depend on the type of scaling required by the circumstances. When scaling is deemed necessary, it will follow a detailed consideration by the Unit Assessment Committee and/or the Faculty Assessment Committee of the marks of the group of students concerned. Scaling will not affect any individual students rank order within their cohort. For more information please refer to Assessment Guidelines Scaling http://www.uow.edu.au/about/policy/UOW058609.html for details

Plagiarism
Students are responsible for submitting original work for assessment, without plagiarising or cheating, abiding by the Universitys policy on plagiarism as set out in the University Handbook under Universities Policy Directory and in Faculty Handbooks and subject guides. Plagiarism has led to the expulsion from the University. Students should visit the following University website and become familiar with the Universitys policy on Plagiarism http://www.uow.edu.au/about/policy/UOW058648.html

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Faculty of Commerce Plagiarism Prevention Policy Why do you need to reference? The Faculty of Commerce has introduced an e-learning module, Commerce Academic Integrity Online (CAIO) which aims to orientate you with the knowledge and resources to; avoid problems related to plagiarism develop your capacity to integrate evidence into your arguments reference correctly.

The online module is openly available for use by students at any stage in their degree. You are strongly encouraged to use the module to help in assessing the academic integrity of your written work. The module can be accessed via http://commfac.uow.edu.au/caio

Referencing
Why do you need to reference? At University it is necessary to acknowledge the sources of information and ideas that you have incorporated in your assessment tasks. Failure to do this thoroughly may result in accusations of plagiarism: this is the academic equivalent of stealing (because by not acknowledging someone else's work, you are presenting it as your own). Plagiarism is taken very seriously by the University and may result in expulsion from the University. Referencing is not only about acknowledging other people's work: accurate referencing and lists of references are beneficial when researching a topic as they allow the reader to follow up information and read further into the area. In a sense, references provide readers with clues to help them explore different avenues of a topic. This aspect of referencing will become more valuable to you as you progress in your studies. There is a correct procedure that must be followed when referencing and using footnotes. Not complying with these set techniques and format will most likely result in loss of marks. When writing an essay it is easiest to reference as you go, making sure you are writing down all relevant information. This will save hours trying to find the source again in the library. The Harvard System of Referencing The Faculty of Commerce uses the Harvard system of referencing. This system makes use of short references within the body of the text. It is supplemented by a detailed list of references at the end of the text, which provides all the information necessary to find the source material. In-text references include the author and year of publication, and where necessary the page number(s). It is the responsibility of students to ensure that they are familiar with the Harvard system of referencing and that they use it accurately in all written work submitted. Students should consult the following University Library website for a detailed explanation and examples of the Harvard system of referencing http://www.library.uow.edu.au/resourcesbytopic/UOW026621.html Citation of Internet Sources It is necessary for students to reference all sources used in their written work, including file transfer protocol sites, worldwide web sites, telnet sites, synchronous communications (MOOs, MUDs, IRC, etc.) GOPHER sites, and email, Listserv and Newsgroup citations. It is the responsibility of students to ensure that they are familiar with the accepted Faculty of Commerce practice for referencing electronic material and that they use it accurately in all written work submitted. Students should consult the following University Library website for a detailed explanation and examples of how to reference electronic material http://www.library.uow.edu.au/resourcesbytopic/UOW026629.html

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Section C: General Advice for Students

For general information on university policies and procedures relevant to students, and for details about the range of Student Services available, please see the Commerce Undergraduate/Postgraduate handbook which can be accessed online at http://www.uow.edu.au/commerce/current/index.html. Hard copies of the General Advice section of the Handbook can also be obtained from Commerce Central.

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