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

1. Examine the role of advertising and promotion management in contemporary

marketing

1. Develop an understanding of integrated marketing communications, including the coordination of the various promotional mix elements
2. Recognise the skills required for the development of a creative strategy in

advertising, examining the various creative approaches, appeals and executions used by advertisers

1. Analyse the major elements of a promotional plan, including: goals and objectives, media planning and strategy, and promotions budgets and evaluation.
2. Develop understanding of media planning and strategy.
3. Select an appropriate promotional mix.
4. 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 [email protected]

CONTENT

1. Product & Product Development in the Marketing Mix
2. The role of Price in the Marketing Mix.
3. Channel Management in the Marketing Mix.
4. The Integrated Marketing Communications concept in setting Promotional objectives and the advertising budget.
5. Consumer Behaviour and Creative strategy.
6. Media planning and strategy.
7. Using print media.
8. Using broadcast media.
9. Sales promotion and personal selling.
10. Direct and Internet marketing.
11. Public relations.
12. 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:

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;

1. How companies are using the emerging Social Media as part of their marketing strategy
2. The impact of the Internet on Channel Strategy
3. 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

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

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

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)