General Information
Marketing is the art and science of understanding and satisfying customer needs by creating value for both the customer and the marketer. Facilitating these exchanges requires several interrelated processes and activities, including market research, market segmentation, product, pricing, promotional strategies and distribution. In this introductory subject, you will explore the various theories and frameworks of marketing and learn to apply them to marketing phenomena around you.
-
Details
Academic unit: Bond Business School Subject code: BCDP02-005 Subject title: Marketing Fundamentals Subject level: Undergraduate Semester/Year: September 2023 Credit points: 10.000 -
Delivery & attendance
Timetable: https://bond.edu.au/timetable Delivery mode: Standard Workload items: - Seminar: x12 (Total hours: 24) - Seminar 1
- Seminar: x12 (Total hours: 24) - Seminar 2
- Tutorial: x12 (Total hours: 12) - Tutorial
- Personal Study Hours: x12 (Total hours: 60) - Recommended study time & reviewing materials
Attendance and learning activities: Attendance at all class sessions is expected. Students are expected to notify the instructor of any absences with as much advance notice as possible. Regular absence might affect learning outcomes. -
Resources
Prescribed resources: Books
- Charles W. Lamb,Joseph F. Hair, Jr,Carl McDaniel, Jr.,Jane Summers,Michael Gardiner (2018). MKTG4. 4th Asia-Pacific edition, Cengage AU 352
iLearn@Bond & Email: iLearn@Bond is the Learning Management System at Bond University and is used to provide access to subject materials, class recordings and detailed subject information regarding the subject curriculum, assessment, and timing. Both iLearn and the Student Email facility are used to provide important subject notifications.
Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student.
To access these services, log on to the Student Portal from the Bond University website as www.bond.edu.au
| Academic unit: | Bond Business School |
|---|---|
| Subject code: | BCDP02-005 |
| Subject title: | Marketing Fundamentals |
| Subject level: | Undergraduate |
| Semester/Year: | September 2023 |
| Credit points: | 10.000 |
| Timetable: | https://bond.edu.au/timetable |
|---|---|
| Delivery mode: | Standard |
| Workload items: |
|
| Attendance and learning activities: | Attendance at all class sessions is expected. Students are expected to notify the instructor of any absences with as much advance notice as possible. Regular absence might affect learning outcomes. |
| Prescribed resources: | Books
|
|---|---|
| iLearn@Bond & Email: | iLearn@Bond is the Learning Management System at Bond University and is used to provide access to subject materials, class recordings and detailed subject information regarding the subject curriculum, assessment, and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student. To access these services, log on to the Student Portal from the Bond University website as www.bond.edu.au |
Enrolment requirements
| Requisites: |
Nil |
|---|---|
| Assumed knowledge: |
Assumed knowledge is the minimum level of knowledge of a subject area that students are assumed to have acquired through previous study. It is the responsibility of students to ensure they meet the assumed knowledge expectations of the subject. Students who do not possess this prior knowledge are strongly recommended against enrolling and do so at their own risk. No concessions will be made for students’ lack of prior knowledge.
|
| Restrictions: |
Nil |
Assurance of learning
Assurance of Learning means that universities take responsibility for creating, monitoring and updating curriculum, teaching and assessment so that students graduate with the knowledge, skills and attributes they need for employability and/or further study.
At Bond University, we carefully develop subject and program outcomes to ensure that student learning in each subject contributes to the whole student experience. Students are encouraged to carefully read and consider subject and program outcomes as combined elements.
Program Learning Outcomes (PLOs)
Program Learning Outcomes provide a broad and measurable set of standards that incorporate a range of knowledge and skills that will be achieved on completion of the program. If you are undertaking this subject as part of a degree program, you should refer to the relevant degree program outcomes and graduate attributes as they relate to this subject.
Subject Learning Outcomes (SLOs)
On successful completion of this subject the learner will be able to:
- Demonstrate knowledge of the fundamental principles, theories and frameworks of marketing.
- Demonstrate the ability to comprehensively analyse marketing phenomena and formulate an opinion, decision or conclusion.
- Identify a marketing opportunity or problem, and generate creative solutions.
- Work effectively in a diverse and cross-cultural team to complete a major project.
- Articulate ideas and decisions related to marketing, verbally or in writing, and conduct concise and well-organised presentations.
Generative Artificial Intelligence in Assessment
The University acknowledges that Generative Artificial Intelligence (Gen-AI) tools are an important facet of contemporary life. Their use in assessment is considered in line with students’ development of the skills and knowledge which demonstrate learning outcomes and underpin study and career success. Instructions on the use of Gen-AI are given for each assessment task; it is your responsibility to adhere to these instructions.
-
Assessment details
Type Task % Timing* Outcomes assessed Computer-aided Test (Open) Tests to assess learning progress. 15.00% Week 6 1,2,3 Project§ Develop a marketing plan for a company. A peer evaluation system will be used to assess the performance of each group member during the project. 30.00% Week 11 1,2,3,4,5 Computer-aided Test (Open) Tests to assess learning progress. 15.00% Week 12 1,2,3 Oral Pitch§ Video/face-to-face presentation of the marketing plan client pitch. A peer evaluation system will be used to assess the performance of each group member. 10.00% Week 12 4,5 Portfolio Submit a showcase portfolio of your favourite online and offline advertisements supported with explanatory notes to illustrate the main concepts covered throughout the course. 30.00% Week 13 1,2,5 - § Indicates group/teamwork-based assessment
- * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
- C = Students must reach a level of competency to successfully complete this assessment.
-
Assessment criteria
Assessment criteria
High Distinction 85-100 Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking. Distinction 75-84 Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas. Credit 65-74 Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above. Pass 50-64 Usually awarded to students whose performance meets the requirements set for work provided for assessment. Fail 0-49 Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines. Quality assurance
For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
| Type | Task | % | Timing* | Outcomes assessed |
|---|---|---|---|---|
| Computer-aided Test (Open) | Tests to assess learning progress. | 15.00% | Week 6 | 1,2,3 |
| Project§ | Develop a marketing plan for a company. A peer evaluation system will be used to assess the performance of each group member during the project. | 30.00% | Week 11 | 1,2,3,4,5 |
| Computer-aided Test (Open) | Tests to assess learning progress. | 15.00% | Week 12 | 1,2,3 |
| Oral Pitch§ | Video/face-to-face presentation of the marketing plan client pitch. A peer evaluation system will be used to assess the performance of each group member. | 10.00% | Week 12 | 4,5 |
| Portfolio | Submit a showcase portfolio of your favourite online and offline advertisements supported with explanatory notes to illustrate the main concepts covered throughout the course. | 30.00% | Week 13 | 1,2,5 |
- § Indicates group/teamwork-based assessment
- * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
- C = Students must reach a level of competency to successfully complete this assessment.
Assessment criteria
| High Distinction | 85-100 | Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking. |
|---|---|---|
| Distinction | 75-84 | Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas. |
| Credit | 65-74 | Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above. |
| Pass | 50-64 | Usually awarded to students whose performance meets the requirements set for work provided for assessment. |
| Fail | 0-49 | Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines. |
Quality assurance
For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
Study Information
Submission procedures
Students must check the iLearn@Bond subject site for detailed assessment information and submission procedures.
Policy on late submission and extensions
A late penalty will be applied to all overdue assessment tasks unless the Lead Educator grants an extension. The standard penalty will be 10% of marks awarded to that assessment per day late with no assessment to be accepted seven days after the due date. Where a student is granted an extension, the penalty of 10% per day late starts from the new due date.
Academic Integrity
Bond University‘s Student Code of Conduct Policy , Student Charter, Academic Integrity Policy and our Graduate Attributes guide expectations regarding student behaviour, their rights and responsibilities. Information on these topics can be found on our Academic Integrity webpage recognising that academic integrity involves demonstrating the principles of integrity (honesty, fairness, trust, professionalism, courage, responsibility, and respect) in words and actions across all aspects of academic endeavour.
Staff are required to report suspected misconduct. This includes all types of plagiarism, cheating, collusion, fabrication or falsification of data/content or other misconduct relating to assessment such as the falsification of medical certificates for assessment extensions. The longer term personal, social and financial consequences of misconduct can be severe, so please ask for help if you are unsure.
If your work is subject to an inquiry, you will be given an opportunity to respond and appropriate support will be provided. Academic work under inquiry will not be marked until the process has concluded. Penalties for misconduct include a warning, reduced grade, a requirement to repeat the assessment, suspension or expulsion from the University.
Feedback on assessment
Feedback on assessment will be provided to students according to the requirements of the Assessment Procedure Schedule A - Assessment Communication Procedure.
Whilst in most cases feedback should be provided within two weeks of the assessment submission due date, the Procedure should be checked if the assessment is linked to others or if the subject is a non-standard (e.g., intensive) subject.
Accessibility and Inclusion Support
Support is available to students where a physical, mental or neurological condition exists that would impact the student’s capacity to complete studies, exams or assessment tasks. For effective support, special requirement needs should be arranged with the University in advance of or at the start of each semester, or, for acute conditions, as soon as practicable after the condition arises. Reasonable adjustments are not guaranteed where applications are submitted late in the semester (for example, when lodged just prior to critical assessment and examination dates).
As outlined in the Accessibility and Inclusion Policy, to qualify for support, students must meet certain criteria. Students are also required to meet with the Accessibility and Inclusion Advisor who will ensure that reasonable adjustments are afforded to qualifying students.
For more information and to apply online, visit BondAbility.
Additional subject information
A peer-evaluation system will be used in this subject to help determine the individual marks for all group assessments. As part of the requirements for Business School quality accreditation, the Bond Business School employs an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
Subject curriculum
-
Subject Overview and An Introduction to Marketing
Overview of the subject and an introduction to marketing.
-
Marketing Strategy and The Marketing Environment
Tools and frameworks (e.g., competitive advantage, portfolio matrix, Ansoff, etc.) to assess the organisation’s external environment and to develop a marketing strategy.
-
Marketing Research
The steps involved in conducting research to solve marketing problems. Different methods and tools engaged to conduct marketing research are further discussed.
-
Consumer Decision Making; Library Skills Workshop
An introduction to the consumer decision making process and different factors (e.g., psychological, individual) that might affect consumer decisions. A library skills workshop reviews strategies and tips for conducting research for the marketing plan project.
-
Segmenting and Targeting Markets
The importance of and steps involved in segmenting a market.
-
Project Workshops
Marketing plan projects are discussed in these workshops, providing opportunities for formative feedback from the instructor.
-
Products & Services; Branding & Packaging
Introduces the concepts such as product, product life cycle, packaging and branding and differentiating between services and goods as product offerings.
-
Marketing Channels & Retailing; Field Study
Students conduct a field study in a shopping mall and work in teams to complete a structured report about retail atmospherics. The structure and role of marketing channels is further discussed.
-
IMC & Promotions Mix including Digital Marketing Tools
An introduction to integrated marketing communications, including the communication process, elements of promotional mix and the role of traditional and digital media as channels of promotion.
-
Price; Presentation Skills Workshop
An overview of product pricing, including objectives, strategies and key considerations for setting the right price. A presentation skills workshop provides advice for making effective presentations.