Units
Marketing
Unit code: BSB126
Contact hours: 3 per week
Credit points: 12
Information about fees and unit costs
This introductory subject examines the role and importance of marketing to the contemporary organisation. Emphasis is placed on understanding the basic principles and practices of marketing such as the marketing concept, market segmentation, management information systems and consumer behaviour. The unit explores the various elements of the marketing mix, with special reference to product, price, distribution, and promotion, including advertising and public relations. By way of introduction only, key issues relating to services marketing, e-marketing and strategic marketing are also canvassed.
Availability
| Semester | Available |
|---|---|
| 2013 Semester 1 | Yes |
| 2013 Semester 2 | Yes |
| 2013 Summer | Yes |
Sample subject outline - Semester 1 2013
Note: Subject outlines often change before the semester begins. Below is a sample outline.
Rationale
In order for business to operate successfully and profitably in today's competitive marketplace, its practitioners will need to be conversant with various marketing principles and concepts. More and more firms are finding that survival and growth depends very much on understanding customer needs, as well as the marketing environment in which they compete/operate. This unit introduces students to the key foundation principles of marketing, marketing strategies and tactics in order to adapt and respond to a continuously changing marketplace.
Aims
To introduce students to the basic concepts of the related disciplines of advertising, marketing and public relations and how they relate to the wants and needs of consumers.
Objectives
Course Learning Goals (Undergraduate)
The QUT Business School has established the Assurance of Learning (AOL) Goals to meet contemporary industry needs and standards. Achieving these learning outcomes will assist you to meet the desired graduate outcomes set at QUT - aligned with other internationally renowned business schools. Students will develop the following capabilities relevant to a contemporary global and sustainable business environment:
Have knowledge and skills pertinent to a particular discipline (KS)
1.1 Integrate and apply disciplinary theory and skills to practical situations
1.2 Incorporate the use of technology appropriate to the discipline and context
Be critical thinkers and effective problem solvers (CTA)
2.1 Identify, research and critically analyse information relevant to a business problem or issue, be able to synthesise that information in order to evaluate potential solutions, make recommendations or otherwise effectively address the problem or issue
Be professional communicators in an intercultural context (PC)
3.1 Communicate effectively through written tasks appropriate to varied contexts and audiences
3.2 Communicate effectively through professional oral presentations appropriate to varied contexts and audiences
Be able to work effectively in a Team Environment (TW)
4.1 Demonstrate effective team skills in order to contribute appropriately to the production of a group output
Have a Social and Ethical Understanding (SEU)
5.1 Apply ethical reasoning, standards or codes of practice relevant to the discipline and make decisions that are informed by social and cultural understanding
Unit Objectives
The core objective is to introduce students to the major challenges facing or confronting marketersoperating in diverse and complex settings. The unit aims for students to be able to:
1. outline the scope and comprehend the principles of advertising, marketing and public relations and explain why they are important to
contemporary organisations;
2. assess the marketing environment, understand the complexity of the marketing environment and demonstrate its effect on marketing
decisions;
3. research and obtain information about current marketing trends and organisations;
4. apply marketing techniques and theories to develop creative solutions to marketing problems;
5. communicate clearly with audiences;
6. research, formulate and defend arguments relating to marketing issues, problems or concerns.
The specific course learning goals and unit objectives that apply to this unit are shown in the assessment section of this unit outline.
Content
Content includes the marketing concept, segmentation, market research, planning, consumer behaviour, advertising and public relations, the marketing environment, pricing and distribution.
Approaches to Teaching and Learning
Lectures, small group work, structured exercises, written briefs, case studies and group discussion are used to achieve the objectives of the unit.
Two hour lecture each week and one hour tutorial in weeks as specified.
Tutorial classes commence in Lecture Week 2.
In order to provide early feedback prior to the mid semester exam, an audience response system will be used for formative feedback in lectures.
An online simulation game will be used to develop an understanding of the integrated nature of marketing decisions and the need for consistency across all aspects of a marketing strategy.
This unit uses the SafeAssign tool in BlackBoard. SafeAssign is a text matching tool that assists students to develop the academic skills required to correctly use and cite reference material as well as to check citations and determine possible instances of plagiarism. You will be expected to submit draft and/or final versions of one or more assignments using SafeAssign. Your Unit Coordinator will provide detailed information on how the software will be used in this unit.
Assessment
Assessment includes both formative (Assessment items # 1 and # 2) and summative (Assessment items # 1, # 2 and #3) feedback components. The assessment in this unit aims to support achievement of the learning objectives for both Discipline Knowledge and other Graduate Capabilities. Feedback is also provided through the use of keepads/GoSoapBox and tutorials.Students will receive feedback in various forms throughout the semester which may include:
Assessment name:
Mid Semester Examination
Description:
Mid Semester Examination - Review of weeks 1-4.
Length/Duration: 50 minutes
Formative or Summative: Formative and Summative
Relates to objectives:
Unit objectives: 1, 2, 3, 4 and AOL goals: KS (1.1)
Weight:
20%
Internal or external:
Internal
Group or individual:
Individual
Due date:
Week 6
Assessment name:
Practice Simulation/Reflection
Description:
Simulations have been demonstrated to be very engaging for students and this 3D online simulation enables students to make marketing decisions involving all key aspects of marketing (i.e., pricing, promotion, product design, target market choice, distribution etc.) and the inter-relationships between these aspects. After students register and are allocated to a team, each team competes with other teams. After teams complete the game, each student individually writes a reflection piece on what they learnt over the evolution of the game. The simulation will commence about mid semester and individual reports are due in week 10.
Length/Duration: 1,000 words (maximum)
Formative or Summative: Formative and Summative
Relates to objectives:
Unit objectives: 1, 2, 3, 4, 5, 6 and AOL goals: KS (1.1), PC (3.1)
Weight:
30%
Internal or external:
Internal
Group or individual:
Individual
Due date:
Week 10
Assessment name:
Final Examination
Description:
Final Examination - Review of weeks 1-13.
Length/Duration: 2 hours
Formative or Summative: Summative
Relates to objectives:
Unit objectives: 1, 2, 3, 4, 5and AOL goals: KS (1.1), SEU (5.1)
Weight:
50%
Internal or external:
Internal
Group or individual:
Individual
Due date:
Central Exam Period
Academic Honesty
QUT is committed to maintaining high academic standards to protect the value of its qualifications. To assist you in assuring the academic integrity of your assessment you are encouraged to make use of the support materials and services available to help you consider and check your assessment items. Important information about the university's approach to academic integrity of assessment is on your unit Blackboard site.
A breach of academic integrity is regarded as Student Misconduct and can lead to the imposition of penalties.
Resource materials
Prescribed text:
Kerin, R., McDonnell, J., de Meyrick, J., Garrett, T,.Rod, M,. Rugimbana, R., Hartley,S., and W. Rudelius. 2008. Marketing: The Core (1st Ed) McGraw Hill , Sydney.
Prescribed Equipment
It is recommended that BSB126 students at Gardens Point use a KEEPAD classroom performance system for student feedback in lectures. A KEEPAD handset can be borrowed from the library. Alternatively GoSoapBox may be used on any wifi enabled device: the choice will be discussed in the first lecture.
Other Resources
Additional references can also be found at the unit's Blackboard site.
Risk assessment statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.
Disclaimer - Offer of some units is subject to viability, and information in these Unit Outlines is subject to change prior to commencement of semester.
Last modified: 20-Dec-2012
