Marketing Management

General Information

Among all the business disciplines, marketing has the dubious distinction of having the highest failure rates. A study by Copernicus Marketing Consulting painted a pretty grim picture of marketing performance:(1) 84% of 500 marketing programs resulted in declining brand equity and market share;(2) Most customer acquisition efforts fail to break even;(3) Fewer than ten percent of new product launches succeed;(4) Most sales promotions are not profitable; and (5) Advertising ROI is below four percent. This depressing picture of marketing performance does not imply that marketing tools and techniques are not grounded in solid theory nor does it imply impracticability of marketing knowledge. It does, however, sound a cautionary note about the complicated nature of marketing in today’s digital, 24/7 connected world with empowered consumers, burgeoning data, and shifting segments. The content of this subject is designed with the objective of being able to apply marketing tools and concepts to the present day environment. This can only be accomplished through a solid grasp of key concepts coupled with a gut level appreciation of the present day marketing environment. This is the essence of Marketing Management.

  • Academic unit: Bond Business School
    Subject code: MKTG71-104
    Subject title: Marketing Management
    Subject level: Postgraduate
    Semester/Year: January 2019
    Credit points: 10.000
  • Timetable: https://bond.edu.au/timetable
    Delivery mode: Intensive
    Workload items:
    • Seminar: x6 (Total hours: 48) - Seminar
    • Personal Study Hours: x12 (Total hours: 72) - No Description
    Attendance and learning activities: Class attendance is indispensable to your learning experience and forms a part of the total assessment. Absences will have a seriously adverse impact on your overall grade. Should you miss any of the classes, you will miss a significant amount of materials, as well as the interaction and group learning that takes place in the room. If, however, you do miss a class it is your responsibility to get class notes. You are responsible for all the information covered in class and in the assigned readings and exercises. Content covered during class conversation and actitivies is assessable. If you miss the first day of class, you may not be able to form a group for your project. It is not the instructor's responsibility to assign you to a group if you are absent on the day we form project teams. If you are unsuccessful in joining a group due to absence, you may have to forfeit your project marks. Please bear this in mind BEFORE signing up for this class.
  • Prescribed resources:

    Books

    • O. C Ferrell,William M. Pride,Bryan A. Lukas,Outi Niininen,Sharon Schembri Marketing Principles. 2nd Asia-Pacific edition,

    Others

    • Downloadable from ilearn Case studies used for this subject.
    • Downloadable from iLearn Readings as decided by the lead educator.
    After enrolment, students can check the Books and Tools area in iLearn for the full Resource List.
    iLearn@Bond & Email: iLearn@Bond is the online learning environment at Bond University and is used to provide access to subject materials, lecture 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: MKTG71-104
Subject title: Marketing Management
Subject level: Postgraduate
Semester/Year: January 2019
Credit points: 10.000

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.

Find your program

Subject Learning Outcomes (SLOs)

On successful completion of this subject the learner will be able to:

  1. Display a solid understanding of key marketing concepts and apply them in a coherent and insightful manner.
  2. Effectively participate in teams, leading to tangible and assessable outputs.
  3. Demonstrate effective written and oral communication skills in presenting assigned projects and written reports on these projects.

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.

  • Type Task % Timing* Outcomes assessed
    *Class Participation Case and class participation (Individual) 10.00% Weekly 1,2,3
    Capstone Project§ Marketing Proposal (team) 35.00% In Consultation 1,2,3
    Case Analysis§ Case analysis & discussion lead (team) 25.00% In Consultation 1,2,3
    Literature Review Students will do a literature review on a selected marketing topic 30.00% In Consultation 1,3
    • § 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.

    Pass requirement

    You must pass the combined individual assessment components in order to pass the subject. Failure to pass these will return a mark of 46% or the actual mark, whichever is lower.

  • 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
*Class Participation Case and class participation (Individual) 10.00% Weekly 1,2,3
Capstone Project§ Marketing Proposal (team) 35.00% In Consultation 1,2,3
Case Analysis§ Case analysis & discussion lead (team) 25.00% In Consultation 1,2,3
Literature Review Students will do a literature review on a selected marketing topic 30.00% In Consultation 1,3
  • § 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.

Pass requirement

You must pass the combined individual assessment components in order to pass the subject. Failure to pass these will return a mark of 46% or the actual mark, whichever is lower.

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 an extension is granted by the subject coordinator. 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

University’s Academic Integrity Policy defines plagiarism as the act of misrepresenting as one’s own original work: another’s ideas, interpretations, words, or creative works; and/or one’s own previous ideas, interpretations, words, or creative work without acknowledging that it was used previously (i.e., self-plagiarism). The University considers the act of plagiarising to be a breach of the Student Conduct Code and, therefore, subject to the Discipline Regulations which provide for a range of penalties including the reduction of marks or grades, fines and suspension from the University.

Bond University utilises Originality Reporting software to inform academic integrity.

Feedback on assessment

Feedback on assessment will be provided to students within two weeks of the assessment submission due date, as per the Assessment Policy.

Accessibility and Inclusion Support

If you have a disability, illness, injury or health condition that impacts your capacity to complete studies, exams or assessment tasks, it is important you let us know your special requirements, early in the semester. Students will need to make an application for support and submit it with recent, comprehensive documentation at an appointment with a Disability Officer. Students with a disability are encouraged to contact the Disability Office at the earliest possible time, to meet staff and learn about the services available to meet your specific needs. Please note that late notification or failure to disclose your disability can be to your disadvantage as the University cannot guarantee support under such circumstances.

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

Approved on: Nov 15, 2018. Edition: 1.4
Last updated: Oct 10, 2022
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