Stott’s Colleges
252 Lygon Street, Carlton
Cricos code 00197D
Bachelor of Business (05075K)
Semester 1 2014
UNIT OUTLINE
UNIT TITLE MRK201 Marketing Mix
COURSE Bachelor of Business
PRE-REQUISITE Nil
DURATION One Semester
CREDIT POINTS: 15
___________________________________________________________________________
Learning Outcomes:
In this course, students examine the promotional function and its role in an organisation’s marketing program with special emphasis on the practice of advertising, sales promotions, and new media in formulating Integrated Marketing Communications. At the completion of this unit a student should be able to:
Knowledge
Examine the role of advertising and promotion management in contemporary
marketing
Develop an understanding of integrated marketing communications, including the coordination of the various promotional mix elements
Recognise the skills required for the development of a creative strategy in
advertising, examining the various creative approaches, appeals and executions used by advertisers
Analyse the major elements of a promotional plan, including: goals and objectives, media planning and strategy, and promotions budgets and evaluation.
Develop understanding of media planning and strategy.
Select an appropriate promotional mix.
Discuss ways to measure the effectiveness of advertising and promotion.
Values
· Appreciate the importance of the Marketing Mix in the formulation of Marketing Strategy
· Develop an ethical perspective on the use of Integrated .Marketing Communications in Marketing Strategy
LECTURER DETAILS
Alan Dymond
252 Lygon Street
Carlton VIC
Phone 03 9663 3399
Email adymond@bridgemarketinggroup.com
CONTENT
Product & Product Development in the Marketing Mix
The role of Price in the Marketing Mix.
Channel Management in the Marketing Mix.
The Integrated Marketing Communications concept in setting Promotional objectives and the advertising budget.
Consumer Behaviour and Creative strategy.
Media planning and strategy.
Using print media.
Using broadcast media.
Sales promotion and personal selling.
Direct and Internet marketing.
Public relations.
Measuring effectiveness of marketing and promotional programs
LEARNING TASKS AND ASSESSMENT
Assessment in this unit will consist of a combination of coursework and end-of-semester examination:
Assessment
Weight
Due
INDIVIDUAL ASSESSMENT–
Submission of Literature Review and Critical Analysis of ONE of the topics chosen from the nominated areas
25%
Week 7
GROUP PROJECT –
Development of a comprehensive, detailed Integrated Marketing Communications plan for the chosen topic
Report and Presentation
25%
Week 11
§ Final end of semester examination
covering all lecture topics
50%
Week 14
Total
100%
In order to pass this unit, students are required to complete all assessment tasks and achieve an aggregate mark of 50% for the three assessment tasks.
Students must achieve AT LEAST 45% in their Final Exam to pass this subject.
Individual Literature Review (25% – 2000 words
Due Date Week 7
Students are required to undertake a review of ONE of the following topics;
How companies are using the emerging Social Media as part of their marketing strategy
The impact of the Internet on Channel Strategy
The impact of Relationship Marketing on marketing communications
Your literature review should include at least 5 peer reviewed (scholarly) journal articles in addition to any textbook references. Reports by major University Business Schools and major international consltants (such as McKinsey) will be deemed to be “scholarly”.
The format of your report will be discussed in greater detail during tutorials
Do NOT utilise sources such as www.marketingteacher.com, www.tutor2u.com , www.NetMBA.com and other such web materials as these in no way constitute academic references for the purpose of your assignments. If you rely on such sources for theoretical support you will be deemed NOT to have met the requirements of the assessment
Assessment Criteria
Literature Review and Analysis
Analysis of literature on topic
35%
Conclusions derived from analysis and assessment of future impact
35%
Use and depth of research
15%
Justification of Analysis and conclusions drawn
10%
Presentation and referencing
5%
TOTAL
100%
TOTAL
/25%
GROUP ASSESSMENT PROJECT
Development of a comprehensive, detailed Integrated Marketing Communications plan report and presentation (25%) – 2500 words
Due Date week 11
This assessment builds on your theoretical knowledge and aims to put that
theoretical learning into application.
Working in groups of upto 4 you are required to prepare a report and presentation (using Powerpoint) a detailed IMC plan comprising the following;
Creative positioning
IMC Media strategy & plan
Detailed action plan & timetable for the first 12 months
Budget for the first 12 months – it must be realistic for this scenario
Evaluation & control procedures for this scenario (i.e. NOT just a rehash of every procedure found in all the textbooks)
Scenario
You have been approached by a medium-sized, clothing company targeting the 14-22 year old age group. The company has found itself in an increasingly shrinking market due to its inability to reach and be relevant for, the Generation Y audience now moving through this age bracket.
Using what you have learned as good branding strategy (and the steps involved in developing brand equity), your task is to develop a change communications proposal to help the company change its brand identity in the market. You will need to provide an analysis of the current target audience and a detailed strategic proposal for communicating to this audience effectively and creatively.
Changing an image requires more than using one ad or a press release. The internal company personnel, products, packaging, suppliers, other businesses and customers all need to be managed to implement, promote and live up to the new corporate brand promise.
Assessment Criteria Group Report
Oral presentation criteria
PowerPoint must be used,
All members must contribute – a Group Report on EACH Team member’s contribution to the final report must be completed
(NB this may affect that individual’s final mark)
Clarity of concepts
Thoroughness, accuracy, and depth of analysis
Identification, evaluation and justification of strategies using matrices
Communication skills of the team
Ability to retain management attention and involvement
Presentation time management
The allocated time is 10 minutes
Presentations must not exceed a maximum of 15 minutes
Criteria
Weighting /100
Areas to be covered
HD
D
C
P
Fail
General
10%
· Statement of purpose of paper: made explicit and followed
· Stakeholders and their interests identified
· Demonstrated good understanding of subject (sufficient research conducted)
· Effective use of outside sources (are there obvious deficiencies or omissions)
· In-text citations and complete reference list complete and accurate (is there sufficient information to find all print and web sources, and are quotes properly cited)
Creative Positioning
10%
· Understanding of target market
· Clear statement of objectives
IMC
Strategy Formulation
40%
· Company Mission & Goals – described and evaluated
· External Analysis – general and industry, environments examined for opportunities
· Competitive rivalry examined
· Internal Analysis – core competencies and source of competitive advantage identified
· Alternatives mentioned and compared
· Recommendations seem plausible, well supported
· Persuasive, logical, and compelling research and analysis
· Practical Viability
IMC
Strategy Implementation
20%
· Governance
· Budget
· Timetable
Analysis & Assessment of Risk
5%
· Successes: What is the company doing correct?
· Failures: What is the company doing incorrect?
· What is likely competitive response?
Presentation
15%
· Overall structure
· Persuasiveness
· Effective use of tables, illustrations, and figures
Total /100
Total /25%
Comments:
PRESCRIBED TEXT
Belch, G.E.,Belch, M.A., Kerr G & Powell I (2009)
Advertising and Promotion – An Integrated Marketing Communications Perspective, McGraw-Hill Australia
WEEKLY OUTLINE
Week
Topic
Text reference
Tutorial
Week 1
Product & Product Development in the Marketing Mix
No set text for this topic
Introduction to tutorial activities and assessment
Week 2
The role of Price in the Marketing Mix
No set text for this topic
Group tutorial activity
Week 3
Channel Management in the Marketing Mix
No set text for this topic
Group tutorial activity
Week 4
Àn introduction to integrated marketing communications and Brands and building relationships with consumers
Chap 1 & 6 (Belch)
Case Study;
Week 5
IMC and how it can be integrated into the marketing plan. The planning process, establishing objectives and budgeting for IMC
Chap 2, 3, 7 & 8
Group tutorial activity
Week 6
The communication process, consumer behaviour and Message strategy and execution
Chap 4, 5 & 9
Group tutorial activity
Week 7
Media & contact strategy
Chap 10
Case Study
Week 8
Media choices – evaluating the options
Chap 11
Group tutorial activity
Week 9
Measuring the effectiveness of the IMC program
Chap 12
Case Study;
Week 10
Direct and Interactive Marketing
Chap 13
Group presentations
Week 11
Personal selling and sales promotion
Chap 15 & 16
Group presentations
Week 12
Public Relations
Chap 14
Group presentations
Revision
Week 13
Revision
Revision
Week 14
Exam Week
IMPORTANT NOTES ON PASSING THIS UNIT
Students are advised to acquaint themselves with the academic regulations regarding progress as outlined in the College Rules and Regulations.
A deferred or a supplementary examination will be in the mid semester break of the following semester.
Supplementary information concerning teaching, learning and assessment may be provided from time to time. Announcement of these matters in classes and on the website shall be deemed to be official notification.
It is recommended that students who have life circumstances or personal limitations which may affect their course of study, should contact the Program Coordinator as soon as possible.
Group discussion in assignment work is encouraged. However, written reports must be the individual student’s work. Any and all collaboration and help received must be clearly acknowledged.
Permission to make a late submission of work must be obtained from your Head of Unit. The reasons for requesting an extension of time must be given in writing and must be received before the due date. Having ‘work in other units’ will not be accepted as reasonable grounds for granting an extension.
Excuses involving computers or printers will not be accepted as valid reasons for late submission. It is your responsibility to organise projects so that work is submitted by the due date.
Where your work is submitted after the due date and compassionate or other grounds cannot be established, there will be a penalty of 10% of the total mark for each day the submission is overdue.
In order to pass the unit, you must have satisfactorily completed all assigned work.
If the unit lecturer questions any submitted work as wholly or partially plagiarised, you will receive a nil result for the assessment. If the unit lecturer is satisfied that two or more students have engaged in unauthorised collusion, those involved will be subject individually to the same penalties as those applied in individual cases.
A duplicate copy of all work submitted must be kept by the student.
Assessment grades are as follows
0-39 Fail (F)
40-49 Resit (R)
50-64 Pass (P)
65-74 Credit (C)
75-84 Distinction (D)
85-100 High Distinction (HD)
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