bma351 m (hkue) - utas.edu.au · aaker, david a. (2008), chapter 9: building and managing brand...
TRANSCRIPT
CRICOS Provider Code: 00586B
Tasmanian School of Business and Economics
BMA351 MARKETING MANAGEMENT
(HKUE)
Semester 2, 2018
Unit Outline
Dr Lin Yang
© The University of Tasmania 2018
CONTACT DETAILS
Unit coordinator
Unit coordinator: Dr Lin Yang
Campus: Sandy Bay
Email: [email protected]
Phone: +61 3 6226 2743
Room location and number: Room 322, Centenary Building, Sandy Bay Campus
Consultation: TBA
Other teaching staff
Lecturer: Mr Joseph Yim
Campus: HKUE
Email: [email protected]
Room location: Consultation Room, 8/F, Union Park Centre
Consultation: TBA
Page 1 BMA351 Marketing Management
CONTENTS
WHAT IS THE UNIT ABOUT? 2
UNIT DESCRIPTION 2
INTENDED LEARNING OUTCOMES 2
HOW WILL I BE ASSESSED? 3
ASSESSMENT SCHEDULE 3
ASSESSMENT DETAILS 3
WHAT LEARNING OPPORTUNITIES ARE THERE? 6
RESOURCES 6
ACTIVITIES 7
UNIT SCHEDULE 9
ACCREDITATION 9
AACSB ACCREDITATION 9
Page 2 BMA351 Marketing Management
NOTICE
This Unit Outline refers to the Unit Outline Essential Information resource which
includes information, policies and requirements relevant to this unit. You must read
the Essential Information resource as it is considered part of this Unit Outline.
WHAT IS THE UNIT ABOUT?
Unit description
The demand for trained, experienced and effective marketing practitioners is growing.
Marketing is a discipline that seeks to ‘make sense’ of the commercial world around us,
a skill that can benefit any enterprise. As such, more and more firms (including
government agencies and non-profit organisations) are seeking people capable of
putting marketing theory into practice by formulating and implementing effective
marketing plans.
This unit introduces you to the theories underpinning marketing strategy, and their
role in the development of an effective marketing plan. This unit also allows you to
integrate and apply the knowledge gained in your previous studies to solve real-world
marketing problems.
Intended Learning Outcomes
On completion of this unit, you will be able to:
1. Demonstrate knowledge of the theories and concepts of marketing strategy.
2. Apply marketing strategy theory and independent research to contemporary
marketing strategy issues.
3. Communicate marketing strategy theory and practice.
Page 3 BMA351 Marketing Management
HOW WILL I BE ASSESSED?
Assessment schedule
Assessment task Date due Percent weighting
Links to Intended Learning Outcomes
Assessment Task 1:
Marketing Plan Part 1 – Strategic Analysis Report
Monday 27 August 12.00 pm
(Hong Kong Time)
20% 1, 2, 3
Assessment Task 2:
Marketing Plan Part 2 – Strategic Marketing Plan
Monday 8 October 12.00 pm
(Hong Kong Time)
30% 1, 2, 3
Assessment Task 3:
Class Participation & Discussion In-class 10% 1, 2, 3
Final Exam Exam period 40% 1, 3
Assessment details
Assessment task 1
Task description Strategic Analysis Report Part of the strategic marketing planning process involves identifying and justifying an appropriate opportunity for your company, in order for it to grow. For this assessment, students will assume a role of the marketing manager for a chosen company that sells products in Hong Kong. Students conduct a situational analysis and a SWOT analysis, identify the target market/s, and present his/her product idea, which usually form sections of the marketing plan. This should be divided into the following sub-sections:
1. Market Analysis 2. Competitor Analysis 3. Macro-environmental Analysis 4. SWOT Analysis 5. Target Market Identification 6. Recommendations
This is an individual assessment. Assessment 1 Brief providing more details on the project will be available on MyLO.
Page 4 BMA351 Marketing Management
Criterion Measures Intended
Learning Outcome:
Criterion 1 Assessment criteria will be available on MyLO.
1, 2, 3
Task length 1500 words, excluding reference list and appendices.
Due by date Monday 27 August 10.00 am (Hong Kong Time)
Assessment task 2
Task description Strategic Marketing Plan
Using the same business idea (or modified idea) from Assessment 1, Assessment 2 concentrates on your recommendations and what you think the company should do over the next 12 months. It focuses on the implementation aspect of the marketing plan. This should be divided into the following sub-sections:
1. Positioning strategy
2. Marketing objectives
3. Marketing Mix Programmes
4. Projected Marketing Expenses
5. Evaluation and Controls
6. Action Programmes This is an individual assessment. Assessment 2 Brief providing more details on the project will be available on MyLO.
Criterion Measures Intended
Learning Outcome:
Criterion 1 Assessment criteria will be available on MyLO.
1, 2, 3
Task length 2500 words, excluding reference list and appendices.
Due by date Monday 8 October 10.00 am (Hong Kong Time)
Page 5 BMA351 Marketing Management
Assessment task 3
Task description Class Participation and Discussion
All students will actively participate in class discussions. Class participation will be assessed by your ability to analyse and discuss the weekly case study or discussion topic, and contribute to general class discussions, applying relevant marketing management theories and concetps. Each tutorial participation (Weeks 2 to 11) is worth a total of one (1) mark, making a total of 10 marks over the semester. The overall mark for this part of the assessment will be provided at the end of semester when all tutorials are completed.
Criterion Measures Intended
Learning Outcome:
Criterion 1 Participate in oral discussions 3
Criterion 2 Explain marketing management theories and practices using real-world cases
1, 2
Task length In-class
Due by date In-class
Final Exam
Description / conditions
The final exam is worth 40 percent of the overall assessment. Students must answer a compulsory question in Section A and answer two out of three questions in Section B.
Criterion Measures Intended
Learning Outcome:
Criterion 1 Lecturer to discuss with students 1, 3
Duration 2 hours
Date The final exam is conducted by Student Admin in the formal examination period. See the Examinations and Results page on the University’s website, or access your personal exams timetable by logging into the eStudent Centre - Personal Exams Timetable for specific date, time and location closer to the examination period.
Page 6 BMA351 Marketing Management
WHAT LEARNING OPPORTUNITIES ARE THERE?
Resources
Required readings
You will need the following text:
Marshall, Greg W. and Johnston, Mark. W. (2015), Marketing Management, 2nd ed.
McGraw Hill Education, New York, USA.
Recommended readings
Aaker, David A. (2008), Chapter 9: Building and Managing Brand Equity, Strategic
Marketing Management, 8th ed, John Wiley & Sons, Inc., pp.157-175.
Best, Roger J. (2009), Chapter 9: Marketing Channels and Channel Mapping, Market-
Based Management: Strategies for Growing Customer Value and Profitability, 5th ed.,
Pearson Prentice-Hall, pp.279-305.
Cravens, David W. and Piercy, Nigel F. (2009), Chapter 11: Pricing Strategy, Strategic
Marketing, 9th ed., McGraw-Hill Irwin, pp.347-371
Crawford, C. Merle and Di Benedetto, C. Anthony (2006), Chapter 2: The New
Products Process, New Products Management, 8th ed., McGraw-Hill Irwin, pp.23-40,
45-46.
Ferrell, O.C. and Hartline, M.D. (2013), Marketing strategy, 6th ed, Cengage Learning,
Mason, OH.
Guiltinan, Joesph P. and Paul, Gordon W. (2005), Chapter 3: Marketing Analysis,
Marketing Management Strategies and Programs, 3rd ed., McGraw-Hill, pp.51-80.
Healy, Genevieve (2008), Chapter 10: Marketing Program Evaluation, Strategic
Marketing Analysis, Thomson, pp.179-201.
Kotler, Philip and Keller, Kevin Lane (2009), Chapter 17: Designing and Managing
Integrated Marketing Communications, Marketing Management, 13th Edition, Pearson
Prentice-Hall, pp.486-495.
Kotler, Philip and Kevin Lane Keller (2009), Chapter 18: Managing Mass
Communications, Marketing Management, 13th ed., Pearson Prentice-Hall, pp.496-529.
Mullins, John W. and Walker Jr., Orville C. (2013), Marketing Management: A Strategic
Decision-Making Approach, 8th ed., McGraw-Hill Irwin, New York, USA.
Reed, P 2015, Strategic marketing: decision making and planning, 4 th edn, Cengage, Melbourne.
Page 7 BMA351 Marketing Management
Journals and Periodicals:
Australasian Marketing Journal
European Journal of Marketing
Business Review Weekly
Journal of Marketing Management
Journal of Marketing
Journal of Strategic Marketing
Journal of the Academy of Marketing Science
Industrial Marketing Management
Marketing Science
International Marketing Review
Journal of Business and Industrial Marketing
Journal of Services Marketing
Reading Lists
Reading Lists provide direct access to all material on unit reading lists in one place.
This includes eReadings and items in Reserve. You can access the Reading List for this
unit from the link in MyLO, or by going to the Reading Lists page on the University
Library website.
Activities
Details of teaching arrangements
This unit is delivered using weekly lectures accompanied by weekly tutorials
throughout 13 weeks of the semester. Each week there will be one two-hour lecture
and one one-hour tutorial. Development of subject-specific knowledge and skills are
introduced in lectures and further developed through tutorials and readings. You are
expected to participate actively and positively in the teaching environment. In this
unit, theory and practice go together, and therefore, you must read the assigned
readings in advance to be able to use it in the lectures and tutorials.
You need to note that these sessions do not cover all there is to learn about the topic
area. You will need to study further those areas by sourcing and reviewing additional
readings relevant to the topic available in the books and journals suggested under
“Recommended Readings.” Similarly, it is not possible to cover in sessions all the
material contained in the prescribed text. However, all material in the prescribed text
forms the subject matter of discussion in the sessions and may be subject to formal
assessment in the final examination. It is expected that you review the learning
material (e.g., lecture slides, text book, and additional required readings) relevant to
the corresponding topic prior to attending the session.
Page 8 BMA351 Marketing Management
The lecture slides and tutorial materials will be uploaded on MyLO on a weekly basis.
Prior to coming to the class, you are required to have reviewed the chapter(s) from the
prescribed textbook or uploaded readings, and related slides. You are also required to
have read case studies and prepared for tutorial questions and exercises before
attending each tutorial. Tutorial activities will focus on an interactive student-centred
discussion of questions and case studies (if applicable for the week). Tutorials will
commence in Week 2, the week beginning 23 July.
Specific attendance/performance requirements
In this unit, your active engagement will be monitored in the following way:
1. Attending scheduled lectures and tutorials
2. Actively participating tutorial activities
If you do not demonstrate evidence of having engaged actively with this unit by completing these two activities by Week 4 of semester, your enrolment may be cancelled or you may be withdrawn from the unit.
Page 9 BMA351 Marketing Management
Unit schedule
WEEK DATE BEGINNING TOPIC/ MODULE/ FOCUS AREA ACTIVITIES RESOURCES/
READINGS/ FURTHER
INFORMATION
1 16 July Unit Overview & Marketing Strategy
Lecture Ch. 2
2 23 July Strategic Marketing Analysis Lecture & Tutorial Ch. 2 & Reading on MyLO
3 30 July New Product Development (NPD) & Innovation
Lecture & Tutorial Ch.7 & Reading on MyLO
4 6 August Branding & Positioning Lecture & Tutorial Ch. 6 & 8
5 13 August Understanding Consumers Lecture & Tutorial Ch. 4
6 20 August Product & Service Decisions Lecture & Tutorial Ch. 7 & 9
7 27 August Pricing Decisions Lecture & Tutorial Assessment 1 Due
27 August 12.00 pm
Ch. 10
Mid-semester break: 3 September to 7 September (inclusive)
8 10 September Distribution Decisions Lecture & Tutorial Ch. 11
9 17 September Communication Decisions Lecture & Tutorial Ch. 12, 13 & 14
10 24 September Evaluation & Control Lecture & Tutorial Ch.16 & Reading on MyLO
11 1 October Internationalisation Strategies Lecture & Tutorial Ch. 15
12 8 October Marketing & Ethics Lecture & Tutorial Assessment 2 Due
8 October 12.00 pm
Reading on MyLO
13 15 October Unit Summary & Exam Briefing
Lecture & Tutorial
Examination Period: 27 October to 13 November (inclusive)
ACCREDITATION
AACSB Accreditation
Page 10 BMA351 Marketing Management
The Tasmanian School of Business and Economics (TSBE) is currently in the process of
applying for business accreditation with the Association to Advance Collegiate Schools
of Business (AACSB) – the lead program for accrediting business schools globally.
AACSB seeks to connect educators, students, and business to achieve a common goal –
to create the next generation of business leaders.
By joining AACSB and going through the accreditation process, TSBE is joining a
global alliance committed to improve the quality of business education around the
world, and to share the latest innovations in business education. Gaining Business
Accreditation with AACSB is a multi-year process involving TSBE demonstrating our
performance against the 15 accreditation standards.
Once complete, TSBE will join a select community of accredited business schools, with
only 7% of all business schools globally having completed the AACSB process. This
will further enhance the reputation of TSBE, and further enhance the global
recognition of your qualifications. To find out more about AACSB click here.