BMA506 Unit Outline

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BMA506

FOUNDATIONS OF MARKETING

Semester 1, 2012

Teaching Team:

Dr Stuart Crispin

CRICOS Provider Code: 00586B


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Contact Details

Unit Coordinator: Dr Stuart Crispin

Campus: Hobart and Launceston

Room Number: Com308 (H)/A240 (L)

Email: [email protected]

Phone: (+61 3) 6324 3140

Skype: scrispin

Consultation Time: By Appointment

I will be in Hobart Monday to Wednesday, and Launceston every

Thursday. I am unavailable on Friday.

=
mailto:[email protected]:[email protected]


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Contents

Contact Details Page 2

Unit Description . Page4

Intended Learning Outcomes and Generic Graduate Attributes. Page 5

Learning Expectations and Teaching Strategies Approach .. Page 7

Learning Resources .. Page 8

Details of Teaching Arrangements Page 10

Assessment Page 11

Submission of Coursework . Page 15

Academic Misconduct and Plagiarism .. Page16

Study Guide .Page 17

Study Schedule Page 18


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Unit Description

Effective marketing comes from systematic critical thinking and the reasoned application of

underlying principles in a dynamic marketplace. This course will provide the principles and analyticalframeworks and challenges you to use these to make better marketing decisions.

You should finish this unit with a strong sense of how to market goods, services, experiences, people

and places, and with a solid understanding of why thinking like a marketer and thinking about

marketing with a social conscience is crucial to the survival of any organisation today.

Whether you are applying for a job with a consumer goods firm, or in business-to-business

marketing, or in a museum; whether you are seeking a better way to market your companys

products, or seeking private or government funding; or a way to convince people to give up a

dangerous habit or offensive traditions such as child labour, you will be more than successful ifunderstand what marketing is, how it works, and the effects it can have upon people and society.

Unit Content

The emphasis in this unit will be on the interpretation and meaning of marketing concepts at a

macro-level, rather than in-depth training in specialised marketing tactics and techniques. As such,

this unit establishes a foundation for subsequent in-depth marketing units and provides an

understanding of the application and role of marketing within the broader business environment.

The Goal of the Unit

Your goal for this unit will is to develop an understanding of marketing at the macro-level. Our goal

is to stimulate you in this process. Specifically, the unit will focus on developing your knowledge and

skills in the application of advanced frameworks, concepts and methods for marketing decision

making in a dynamic marketplace. The unit introduces numerous marketing concepts that will be

built upon in other postgraduate marketing units.

Pre-Requisite/Co-Requisite Unit(s)

N/A

Enrolment in the Unit

Unless there are exceptional circumstances, students should not enrol in BMA units after the end of

week two of semester, as the School of Management cannot guarantee that:

any extra assistance will be provided by the teaching team in respect of work covered in theperiod prior to enrolment; and

penalties will not be applied for late submission of any piece or pieces of assessment thatwere due during this period.


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tended Learning Outcomes and Generic Graduate Attributes

Learning Outcomes

In this unit students will

learn:

Assessment Criteria:

In assessing the learning outcome students will need to:

Assessment

MethodsGraduate Attribute Outcomes

Marketings role in an

organisation and society:

Identify the marketing roles in an organisation. Essay, Test

The assessment items for this unit have been

designed to develop the following graduate

attributes in students:

Knowledge(1) - Basic, broad marketing knowledge and a

limited ability to apply this knowledge to real-world

marketing situations.

Problem solving(1) - The ability to think logically and use

marketing related theories, models and methods. The

ability to locate and utilise marketing-relevant

information from a diverse range of sources in a timely

manner.

Communication(1) - Written communication skills,

including the ability to use academic sources to develop

and present a well-reasoned argument in a logical and

coherent manner.

Social responsibility(1) - An awareness of societal

expectations of marketing and the responsibility of

marketers to society.

Identify the positive and negative impacts of marketing on society. Essay, Test

Discuss marketings role in organisations and society. Essay, Test

How to find and use

marketing relevant data:

Define marketing relevant data. Case analysis, Test

Identify primary and secondary data sources and gather marketing

relevant data.Case analysis, Test

Apply evaluative criteria to data to determine data quality. Case analysis, Test

Use marketing relevant data in decision making. Case analysis, Test

Broad knowledge of the

principles, strategies and

elements of marketing:

Identify and define the drivers of consumer behaviour. Case analysis, Test

Identify and define the stages in the process of segmentation, target

marketing and positioning.Case analysis, Test

Discuss the functional and strategic role of the marketing mix. Case analysis, Test


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Discuss the role and function of the marketing plan. Case analysis, Test

Discuss the concept of customer value and the role of marketing in

creating customer value. Test

Introductory knowledge

of the contemporary

issues in marketing:

Discuss the role and function of branding in marketing.

Apply marketing theory to the not-for-profit and government sector.

Identify the different social media available to marketers and discuss

their role in communicating with stakeholders.

Discuss the role of strategic marketing planning, and the processinvolved in developing marketing strategy.

Exam

Exam

Exam

Exam


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Learning Expectations and Teaching Strategies/Approach

On completion of this unit, you should be able to:

Describe the role of marketing in the organisation and society. Identify the fundamental principles of marketing and how they apply to organisations. Identify the elements of the marketing mix. Critically analyse marketing situations and evaluate marketing strategies.

In order to achieve these learning outcomes, the unit has been designed around a thirteen (13) week

study schedule incorporating four (4) learning modules. Content will be delivered via recorded

lectures, additional readings, self review questions, voluntary study workshops in Hobart,

Launceston and Burnie, and special online discussions through web conferencing and MyLO for

isolated, interstate and overseas students. The Universitys MyLO (My Learning Online) system will

be used as the central platform for posting and accessing resources and learning material. The

assessment of the learning outcomes will take place via four (4) assessment items.

For more information on the material covered by each module, refer to the Study Schedules

available via the Learning Hub icon on the BMA506 MyLO home page. Students will need to access

all the learning material for this course via MyLO. Note that not all the learning materials will be

available at the start of the semester. Recorded lectures, for example, will not be available until the

Monday morning of each new week.

Expectations

The University is committed to a high standard of professional conduct in all activities, and holds its

commitment and responsibilities to its students as being of paramount importance. Likewise, it

holds expectations about the responsibilities students have as they pursue their studies within the

special environment the University offers. The Universitys Code of Conduct for Teaching and

Learning states:

Students are expected to participate actively and positively in the teaching/learning

environment. They must attend classes when and as required, strive to maintain steadyprogress within the subject or unit framework, comply with workload expectations, and

submit required work on time.

Occupational Health and Safety (OH&S)

The University is committed to providing a safe and secure teaching and learning environment. In

addition to specific requirements of this unit you should refer to the Universitys policy at:

http://www.admin.utas.edu.au/hr/ohs/pol_proc/ohs.pdf.
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Learning Resources

Prescribed Text

The prescribed textbook for this unit is:

Pride, WM, Ferrell, OC, Lukas, BA, Scembri, S & Niininen, O, 2012, Marketing principles: Asia

Pacific edition, Cengage Learning, Melbourne.

In addition, a number of supplementary readings will be made available to students during the

course of the semester. These can be accessed from the Library folder in the Learning Hub on the

MyLO page for this unit.

Recommended Texts

Outlined below are a number of other texts that will support your learning in this unit. You can

access these from the UTAS library. You may also be able to access some of these books

electronically from online sources such as Google Books.

Czinkota, MR et al, 2000, Marketing best practices, Dryden Press, Orlando.

Evans, D 2008, Social media marketing: An hour a day, John Wiley & Sons, Hoboken, NJ. (eBook)

Hackley, C 2009, Marketing: A critical introduction, Sage Publications Ltd, London. (eBook)

Klein, N, 2001, No logo, Harper Collins Publishers, London.

Lamb, CW, Hair, JF & McDaniel, C 2000, Marketing, 5th edn, South-Western College, Sydney.

Miller, KE, Stanton, WJ, & Layton, RA 2000, Fundamentals of marketing, McGraw-Hill, Sydney.

Parsons, E & Maclaran, P 2009, Contemporary issues in marketing and consumer behaviour. Elsevier

Science & Technology Books, San Diego. (eBook)

Perreault, WD & McCarthy, EJ 2004, Basic marketing: A global-managerial approach, 15th edn,

McGraw-Hill Irwin, New York.

Pride, W, Rundle-Thiele, S, Waller, D, Elliot, G, Paladino, A, & Ferrell, O 2007, Marketing: Asia Pacific

edition, John Wiley & Sons, Milton, QLD.

Quart, A 2003, Branded: The buying and selling of teenagers, Arrow, London.

Quester, P, Neal, C, Pettigrew, S, Grimmer, M, Davis, T & Hawkins, D 2007, Consumer behaviour:

Implications for marketing strategy, 5th edn, McGraw-Hill, Sydney.

Reed, P 2003, Strategic marketing planning, Thompson, Southbank, Victoria.

Salzman, M, Matathia, I, & OReilly, A 2003, Buzz: Harness the power of influence and create demand,

John Wiley & Sons, New Jersey.


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Scott, D 2010, The new rules of marketing and PR: how to use social media, blogs, news releases,

online video, and viral marketing to reach buyers directly, John Wiley & Sons, Hoboken, NJ. (eBook)

Summer, J 2003, Essentials of marketing, Nelson, Melbourne.

Journals and Periodicals

For your studies it is essential that you become familiar with the key academic journals in the

marketing discipline. We suggest you use the eJournal link on the Library website to access the

following:

Australasian Marketing Journal European Journal of Marketing Journal of Marketing Journal of the Academy of Marketing Science

Journal of Marketing Research Journal of Marketing Theory and Practice

It is also advised that you read publications such as Marketing Magazine, B&T,AdNews, and

Business Review Weekly (BRW), or subscribe to their electronic newsletters and email updates.

Useful Websites

Students should also check out the following websites and blogs for up to date information and

opinions on marketing:

www.ami.org.au www.marketingmag.com.au/blogs www.branddna.blogspot.com www.mokumarketing.com/blog www.crikey.com.au www.mumbrella.com.au

My Learning Online (MyLO)

MyLO software has been incorporated into the delivery of this unit to enhance the learning

experience by providing access to up to date course materials and by allowing for online discussion

through this web based environment.

To access MyLO from your own computer you will need the appropriate software, and hardware to

run that software. See Learning Onlineathttp://uconnect.utas.edu.au/ for computer software you

will need.

Note: Older computers may not have the hardware to run some of the required software

applications. Contact your local IT support person or the Service Desk on 6226 1818 if youexperience difficulties. The School of Management has prepared a MyLO Information Sheet which
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includes access guidelines and contact information. It is available to download as a word document

from the School of Management website athttp://www.utas.edu.au/mgmt/student.htm.

Privacy Policy and Notice

The School of Management takes the utmost care to protect the privacy and security of yourpersonal information and to ensure its accuracy. If you have any concerns about your privacy in

MyLO please contact the coordinator of this unit or view the University of Tasmania MyLO Privacy

Policy Statement available from the university website at

http://www.utas.edu.au/coursesonline/privacy.htm.

Details of Teaching Arrangements

As previously stated, the unit has been designed around a thirteen (13) week study schedule

incorporating four (4) learning modules. Content will be delivered via recorded lectures, additional

readings, self review questions, voluntary study workshops in Hobart, Launceston and Burnie, and

special online discussions through web conferencing and MyLO for isolated, interstate and overseas

students. The Universitys MyLO (My Learning Online) system will be used as the central platform for

posting and accessing resources and learning material. The assessment of the learning outcomes will

take place via four (4) assessment items.

Lectures

There will be a series of 13 lectures for this unit. These lectures are pre-recorded, and will be made

available to students on a weekly basis, with access available from 9.00am on the Monday morning

of each new week. For example, the lecture for week one will be available from 9.00am on Monday

27 February, while the lecture for week 2 will be available from 9.00am on Monday 5 March. This

lecture series will provide the backbone of the unit, with the material covered in the lectures

developed in more depth in the relevant text chapters and support readings.

Voluntary Study Workshops

In addition to the materials available through MyLO, I will also be running support workshops

throughout the course of the semester. These workshops are designed to briefly review some of the

concepts covered in the lectures and readings, and to provide advice about completing assessment

items. Attendance at these workshops is voluntary, however attendance at the first workshop is

strongly recommended for students in Hobart, Launceston and Burnie. For isolated, interstate andoverseas students I will be in touch with you individually. Students who are unable to make

workshops will be provided with the material covered.

Details of the study workshops are as follows:

Hobart Monday 5.00pm to 7.00pmweeks 1, 3, 7, and 13 of semester.

Burnie Wednesday 5.00pm to 7.00pmweeks 1, 3, 7, and 13 of semester.

Launceston Thursday 5.00pm to 7.00pmweeks 1, 3, 7, and 13 of semester.
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Study Guide

To further provide structure to your learning, the unit is supported by a study guide. The study

guide will outline the topics covered in each learning module, identify the readings linked to each

module, and has a series of self directed learning activities designed to help you review your

progress with the unit. The study guide can be accessed from the Learning Hub on the MyLO

homepage for this unit. If you would like feedback on your progress with the self directed learning

activities then you can submit your answers through MyLO. To do this, click on the Assessment

folder on the MyLO homepage for this unit, and then click on the Self Directed Learning Activities

icon to access the relevant drop-box. I will endeavour to review your answers within one week of

submission, with feedback provided to you via the same drop-box.

Communication, Consultation and Appointments

How do you find out important information about this unit? In addition to the unit outline, I will

communicate important information to you through recorded lectures and the Announcementssection of the MyLO site. It is important that students check MyLO and their UTAS email accounts

regularlyI suggest at least three times a week. Students may also post their own discussion or

questions on the Q&A blog in MyLO.

If you would like to talk to me one-to-one, then you can either send me an email or give me a call.

You can also contact me via Skype. Note that you should use the contact details provided on page 2

of this unit outline. I will regularly check their UTAS email, and will endeavour to reply to your query

within two working days. If you would like to see me in person, then you should email or phone me

in advance to arrange an appointment.

Assessment

Assessment Schedule

In order to pass this unit you must achieve an overall mark of at least 50 per cent of the total

available marks. Details of each assessment item are outlined below.

Assessment Item Value Due Date Length

Assessment Item 1

End of module onlinetests

20 marks Throughout semester

(Weeks 3, 7, 11 & 13)

10 questions/40

minutes per test

Assessment Item 2

Individual essay

15 marks Friday 30th

of March

2012

1500 words*

Assessment Item 3

Case analysis

25 marks Friday 11th

May 2012 3000 words*

Assessment Item 4

Examination

40 marks Exam period 2 hours

* Word Limit: The word count includes such items as headings, in-text references, quotes and

executive summaries. It does not include the reference list at the end of the assignment.


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Assessment Item 1End of module online tests

Task Description: You are required to complete four (4) online tests, which are designed to test

your understanding of the key concepts covered in each of the learning

modules. Each test will be randomly constructed for every student. The test

can be taken at a time of your choice during the designated week (see

below). Students will need to log on to MyLO using their University electronic

mail username and password. A time limit of 40 minutes will apply for each

test. Please note that each test will open at 9.00am on the Monday and close

at 2.00pm on the following Sunday of each designated week. It is advised

that you mark the following online test dates in your diaries for completion.

Task Length: Ten (10) questions per test. There will be a eight multiple choice and/or true

or false questions, and two short answer questions per test. You will need to

complete the required readings prior to starting each test.

Test Dates: Test 1:Week 3 (9.00am Monday 12 March2.00pm Sunday 18 March)

Test 2:Week 7 (9.00am Monday 16 April2.00pm Sunday 22 April)

Test 3:Week 11 (9.00am Monday 14 May2.00pm Sunday 20 May)

Test 4:Week 13 (9.00am Monday 28 May2.00pm Sunday 3 June)

Value: 20 marks*

*Your final mark for this assessment item will be an average of your scores

for all four tests. If you miss a test, you will receive zero for that test.

Assessment Item 2Individual Essay

Task Description: Individual Essay

Assessment Criteria: A copy of the assessment criteria and marking scheme will be available

through the Assessment folder in MyLO.

Task Length: 1500 words

Due Date: Friday 30 March, 2012, 2.00pm

Value: 15 marks

Assessment Detail: The purpose of this assessment item is to assess your knowledge and opinion

of what is marketing. It builds on the material covered in Module 1. You are

required to write a short essay (1500 words) addressing one of the following

three questions:

Question 1Marketing is often accused of making society more materialistic and focused


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on consumption. Do you think marketing has contributed to this? Is a

materialistic and consumerist society a good or a bad thing?

Question 2

What is meant by the term customer value? What is the role of marketing in

the process of creating and capturing customer value?

Question 3

What is meant by the social or societal marketing orientation? What issues

might a marketer face in attempting to operationalise this concept?

Submission

Guidelines:

Your choice of question should be answered in essay format, with an

introduction, body, and conclusion. There is no requirement for a table of

contents for this assignment, but page numbers must be included. The text

for this assignment must be in a 12 point font with double line spacing.Examples are encouraged, and should be used to support your answers. A

minimum of eight (8) academic references must be used. Please check MyLO

regularly for announcements about this piece of assessment. This

assessment item should be submitted electronically (via MyLO) by 2.00pm on

the due date, or late penalties will be applied.

Assessment Item 3Case Analysis

Task Description: Individual written report

Assessment Criteria: A copy of the assessment criteria and marking scheme will be available

through the Assessment folder in MyLO.

Task Length: 3000 words

Due Date: Friday 18 May, 2012, 2.00pm

Value: 25 marks

Assessment Detail: The purpose of case analysis is to assess your understanding of the marketingmix, and your ability to apply it to analyse real-world business organisations.

To complete this assessment item you are required to select one (1) of the

five organisations below as your case study:

Coles Bonds Commonwealth Bank James Boags A charitable organisation or community group (this must be

nominate with the Unit Coordinator prior to submission)

Your local government/council such as the Launceston or Burnie CityCouncil (this must be nominate with the Unit Coordinator prior to

submission)


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negotiable unless there are exceptional circumstances. Notethat you will be expected to sit the

examination at your recorded study centre.

Supplementary Exams: Except in special circumstances and on the recommendation of the unit

coordinator or the Head of School, a student who fails will not be granted a supplementary

examination.

Special Consideration and Student Difficulties

If a student is experiencing difficulties with their studies or assignments, have personal or life

planning issues, disability or illness which may affect their course of study, they are advised to raise

these with their lecturer or the Postgraduate Academic Adviser in the first instance. The

Postgraduate Academic Adviser can provide assistance with academic issues arising from your

studies and identify appropriate support for general personal issues. The Postgraduate Academic

Adviser is located in Room 320b in the Commerce Building in Hobart and can be contacted by phone

on 6226 1939.

Should a student require assistance in accessing the Library, visit their website for more information

athttp://www.utas.edu.au/library/.

Students who have completed their examinations and who feel that they have been disadvantaged

due to illness or other circumstances affecting their study, may fill out a form to request that their

lecturer takes this into consideration when marking the examination. Forms should be submitted

directly to the relevant school, accompanied by appropriate supporting documentation, as soon as

possible after the completion of the examination. Granting of special consideration is at the

discretion of the lecturer and school. The relevant form can be found at the following website:

http://www.studentcentre.utas.edu.au/examinations_and_results/forms_files/index.htm#eits

Students with a non-English speaking background may be permitted to take a bilingual dictionary

into an exam. This dictionary must not be annotatedthat is, it must have no notes written in it.

Students must request permission from the Student Centre in order to use a bilingual dictionary.

Submission of Coursework

Lodging Coursework

All Coursework must have the School of Management Assignment Cover Sheet, which is available as

a blank template from the School of Management website at

http://www.utas.edu.au/mgmt/student.htm.All assignments must include the tutors name on the

assignment Cover Sheets when they are submitted. If this is not done the assignment will not be

accepted and therefore will not be marked.

Please remember that you are responsible for lodging your Coursework on or before the due date.

We suggest you keep a copy. Even in the most perfect of systems, items sometimes go astray.

Assignments must be submitted electronically through the relevant assignment drop box in MyLO.

All coursework must be handed in by 2.00pm on the due date.
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Requests for Extensions

Written Coursework:

Extensions will only be granted on medical or compassionate grounds and will not be granted

because of work or other commitments. Requests for extensions should be made in writing to theunit coordinator prior to the due date. Medical certificates or other evidence must be attached and

must contain information which justifies the extension sought. Late assignments which have not

been granted an extension will, at the lecturers discretion, be penalised by deducting ten per cent

of total marks for each full day overdue.

Assignments submitted more than five days late will normally not be accepted by the unit

coordinator.

On-line Tests:

Students who are unable to sit a test on medical or compassionate grounds (work or other

commitments are not considered 'compassionate grounds') may request that they be permitted to

submit alternative Coursework. Please do not expect a special test to be held for you if you choose

to go on holidays or undertake other activities on the scheduled date. If you do need to request

alternative Coursework, you should do so in writing to the unit coordinator prior to the due date.

Medical certificates or other evidence must be attached and must contain information which

justifies the request. The telephone number of the doctor should also be included.

Faculty of Business Late Assessment Policy

A full copy of the Faculty of Business late assessment policy is available from the Faculty homepageathttp://fcms.its.utas.edu.au/business/business/policies.asp.

Academic Referencing and Style Guide

Before starting their assignments, students are advised to familiarise themselves with the following

electronic resources. The first is the School of Management Guide to Writing Assignment, which can

be accessed from the following site - :http://www.utas.edu.au/mgmt/student.htm. The guide

provides students with useful information about the structure and style of assignments in the School

of Management.

The second is the Harvard Referencing System Style Guide, which can be accessed from the UTAS

library (http://utas.libguides.com/content.php?pid=27520&sid=199808). The Harvard Referencing

System will be used in all School of Management units, and students are expected to use this system

in their assignments.

Academic Misconduct and Plagiarism

Academic misconductincludes cheating, plagiarism, allowing another student to copy work for an

assignment or an examination, and any other conduct by which a student:

(a) seeks to gain, for themselves or for any other person, any academic advantage oradvancement to which they or that other person are not entitled; or
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(b) improperly disadvantages any other student.Students engaging in any form of academic misconduct may be dealt with under the Ordinance of

Student Discipline. This can include imposition of penalties that range from a deduction/cancellation

of marks to exclusion from a unit or the University. Details of penalties that can be imposed are

available in the Ordinance of Student DisciplinePart 3 Academic Misconduct, see

http://www.utas.edu.au/universitycouncil/legislation/.

Plagiarismis a form of cheating. It is taking and using someone elses thoughts, writings or

inventions and representing them as your own, for example:

using an authors words without putting them in quotation marks and citing the source; using an authors ideas without proper acknowledgment and citation; or copying another students work.

If you have any doubts about how to refer to the work of others in your assignments, please

consult your lecturer or tutorfor relevant referencing guidelines, and the academic integrity

resources on the web athttp://www.utas.edu.au/tl/supporting/academicintegrity/index.html.

The intentional copying of someone elses work as ones own is a serious offence punishable by

penalties that may range from a fine or deduction/cancellation of marks and, in the most serious of

cases, to exclusion from a unit, a course or the University.

The University and any persons authorised by the University may submit your assessable works to

a plagiarism checking service, to obtain a report on possible instances of plagiarism. Assessable

works may also be included in a reference database. It is a condition of this arrangement that the

original authors permission is required before a work within the database can be viewed.

For further information on this statement and general referencing guidelines, see

http://www.utas.edu.au/plagiarism/ or follow the link under Policy, Procedures and Feedback on

the Current Students homepage.

Study Guide

Study guides for each learning module in this unit will be available through the Learning Hub icon onMyLO during Week 1. Completing the required readings, in addition to listening to and watching the

audio recorded lectures and videos, will guide your learning of services marketing theory. The self

review questions contained in each study schedule will help you prepare for assessment and track

your learning progress. Students are expected to work through the study schedules over the course

of a thirteen (13) week semester. We suggest you follow the lecture schedule on page 18, and

allocate the same number of weeks to completing each module. You should also check the Study

Schedule folder in MyLO on a weekly basis, as this is where you will find additional learning materials,

the audio recorded lectures for each week and relevant videos from your lecturer.
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Study Schedule

Week Start of Week Text Chapter Topic

1 27 February Chp. 1 Module 1: What is Marketing?Lecture 1:Role and function of Marketing.

Identification of key marketing concepts

2 5 March Additional Reading

MyLO Library

Module 1: What is Marketing?

Lecture 2:Value creation, and the globalisation of

markets

3 12 March Additional Reading

MyLO Library

Module 2: Understanding Markets and Customers.

Lecture 3:Understanding the dynamics of the

marketing environment

4 19 March Chp. 3 Module 2: Understanding Markets and Customers.

Lecture 4:Marketing research and information

management

5 26 March Chp. 4 & 6 Module 2: Understanding Markets and Customers.Lecture 5: The buyer behaviour of consumers and

businesses

6 2 April Chp. 5 Module 2: Understanding Markets and Customers.

Lecture 6: Market segmentation, targeting and

positioning

Mid-Semester Break5 April to 11 April

7 16 April Chp. 8 & 9 Module 3: The Marketing Mix.

Lecture 7: Product management

8 23 April Chp. 10 Module 3: The Marketing Mix.

Lecture 8: Pricingcapturing customer value

9 30 April Chp. 11 Module 3: The Marketing Mix.

Lecture 9: Distribution and logistics

10 7 May Chp. 12 & 13 Module 3: The Marketing Mix.

Lecture 10: Integrated marketing communications

11 14 May Chp. 7 Module 4: Marketing Strategy.

Lecture 11: Branding and brand management

12 21 May Additional Reading

MyLO Library

Module 4: Marketing Strategy.

Lecture 12: Relationship marketing and management

13 28 May Chp. 2 Module 4: Marketing Strategy.

Lecture 13: Strategic marketing planning

Examination Period: 9 June26 June

BMA506 Unit Outline

Documents

Transcript of BMA506 Unit Outline