Issuu on Google+

University of Lincoln Business School Department of Marketing

“Principles of Marketing – MKT1001M” 2010~11 Study Guide Unit Tutor : Helen Simpson helen.simpson@northlindsey.ac.uk Telephone 01724 294128 [Weds/Thurs]


Table of Contents

Module Outline................................................................................................................ Module Synopsis ............................................................................................................ Outline Syllabus .............................................................................................................. Learning Outcomes ........................................................................................................ Transferrable Skills ......................................................................................................... Teaching and Learning Methods .................................................................................... Assessment .................................................................................................................... Assessment Marking Criteria .......................................................................................... Reading .......................................................................................................................... Module Programme for delivery......................................................................................

2


MODULE OUTLINE

MODULE:

Principles of Marketing

MODULE CODE:

MKT1001M

LEVEL:

1 (15 CATS points)

DEPARTMENT:

Department of Marketing

Pre-requisite Modules(s)

None

Co-requisite Module(s)

None

Pro-scribed Module(s) (barred combinations)

None

Module coordinator:

Alison Cheeseman [Lincoln]

3


Module Synopsis This module of your course is designed for students who have little or no marketing knowledge. We aim to familiarise you with the key concepts and issues of marketing, giving you a thorough grasp of the sort of marketing decisions there are to be made and what factors affect them. In order to help you become familiar with ‘new’ learning and studying styles, this course will gradually introduce different types of reading requirements and activities. To start with, the course will be fairly ‘directive’ - e.g. the compulsory reading, and tutor led seminar discussion. Progressively you will be required to become more independent in your work by making your own reading selections and actively presenting during seminars. You will also experience two different assessment types: individual essay writing and a group presentation. In addition to the course contents, this ‘training’ will help you become better prepared for some of the other modules you will take in the future. Furthermore, the ability to work in groups is a key skill that your prospective employers will look for!

4


Outline syllabus What is Marketing? The Marketing Concept as a business philosophy. Introduction of the idea of a ‘profitable’ exchange process as the basis for Marketing. A customer orientation. Integrated and co-ordinated activity. The Marketing Mix. Marketing vs. selling. The Marketing environment. Segmentation and Targeting The concept and application of segmentation as a critical marketing tool. Segmentation variables, in particular, benefit segmentation. The progression from market segmentation to target marketing. Targeting options. Buyer Behaviour Characteristics of organisational markets; the buying centre, buying criteria. The consumer buying decision process and influencing factors on this process. Product adopter categories. Marketing Research The collection, organisation and use of information for the improvement of marketing decisions. Link with Marketing Environment and Consumer Behaviour. Integrated Marketing Mix Introduction to the concept of synergy in the marketing mix. Products and Branding: The three levels of product, distinction between ‘features’ and ‘benefits’. Rationale for branding and types of brands. The product lifecycle (PLC). Promotion The role of communication, the nature of the communications process and the promotional mix Pricing The pricing objective. Link between Price and Revenue. Outline of major pricing strategies. Factors influencing pricing. The importance of pricing to both buyer and seller. Price/quality relationship. Channel Intermediaries and Distribution The importance of the ‘place’ variable within the marketing mix. Functions, types of distribution systems, level of market coverage, possible conflicts within systems.

5


Learning Outcomes Upon successful completion of the module, the student will be able to: 1. Describe and explain the key theoretical terms and concepts of marketing 2. Apply the key theoretical terms and concepts to practical examples 3. Collect, organise, interpret and present data obtained from secondary sources Transferable Skills Upon successful completion of this Module, students should be able to: 1. Demonstrate the ability to work independently in a professional manner. 2. Demonstrate the ability to work as a member of a team and participate in collaborative learning. 3. Produce work that is appropriate to a set brief, meets a deadline and is properly sourced and referenced. 4. Be responsive to feedback from peers and others. 5. Be aware and sensitive to other people, cultures and the wider area of management. 6. Demonstrate numerical, ICT and communication skills appropriate to the employment context.

6


Teaching and Learning Strategy This Study Guide shows the areas to be covered in each topic alongside corresponding chapter in the relevant books and other useful references. You will need to read the chapter from the textbook and consult any other references given to you, in advance and to prepare for each class. You need to have prepared answers to any homework questions before the class, where you will be asked to present your answers to the rest of the group. Attendance Attendance at and preparation for classes is not optional; you must let your tutor know in advance of any possible absence(s) from class. Also……………… The tutor reserves the right to ask you to leave the class if you have not prepared adequately. Your tutor is there to help you - please approach him/her if you are having problems or have a particular query about the subject. Bear in mind tutors are not always available when you want to see them, so it is important you call or email them to make an appointment. Refer to the front page of your study guide for details. Moodle Please ensure you access the Marketing Moodle Notice board on a regular basis. This will be where your tutor will leave messages and other important information, e.g. lecture notes, weblinks, additional study materials and homework questions If you miss a class there is no excuse for not attempting the homework – it will be on Moodle !!

7


TOP TIPS On the seminar questions: • Your seminar tutor isn’t looking for an essay as the answer to each of the seminar questions. Make brief notes which will help you give an answer to the class • Read the relevant chapter of Jobber before you prepare the answers. You need to read the whole chapter if you want understand the topic and do well in the assessment. Don’t simply search for the answers to the seminar questions in your reading - they’re not enough!

On assessments in general: • Ensure you have read the assessment instructions carefully and that you have answered all the questions/points as required.

On the assignment: • • • • • •

• • •

Use bibliographical sources. Adopt a standard referencing system (e.g. Harvard, details available on Moodle). Watch your writing style, avoid being too colloquial. Do not write in first person (I, we). Develop your own ‘bank’ of useful sentence links (e.g.: ‘Following on from ... it would appear that ... ...is now appropriate; ...it could be suggested/said/argued; etc.). Be careful when using ‘difficult’ words or jargon. Ensure you are using them correctly. Revise your writing style. In some cases the written words do not convey people’s thoughts successfully. Get a friend to read the essay and crosscheck with him/her that you have actually written what you thought. Ensure the links between the theory and the examples are established clearly. Use short examples, whenever possible, to illustrate/clarify your points. Write a plan of your essay before you start and then use a structure to answer the question. Provide an introduction and a conclusion.

On the presentation: • Research your topic/case using additional sources of information (recommended texts, articles, reports, Internet, CD-ROMs, etc.). • Include an introduction: present the group members; the topic/case and the general structure of your presentation. Provide a conclusion in addition to the answers to the questions. • Provide the group’s opinion or critique of the case (do you agree with it or not and why, do you have different suggestions on the case presented, what do you think will happen in the future, etc). • Keep your transparencies/slides/PowerPoint simple (e.g. use bullet points). • Supply only the relevant theoretical points. • Use any additional examples or comparisons you think are suitable. • Do not exceed the maximum of 20 minutes. • Do not read out your presentation; try to talk the audience through it and use notes only as a back up, if necessary. • Rehearse, rehearse, rehearse - this will help you time the presentation accurately, co-ordinate the contents and the slides, and avoid overlaps and repetitions! • KEEP A DIARY!!!! Make notes of all the meetings you’ve had with every member of your group and take notes of all the tasks that have been allocated to each member and each member’s progression with that area. Inform your seminar tutor if there is any problems in the group.

8


Assessment The assessment of your work is in two parts: a) Individual mid-semester assignment (50%) (1700 words) which will examine your knowledge of the topics covered in the first part of the semester. Week Commencing 15th November 2010 b) Group presentation (50%) This will take place in the final weeks of the seminars. Week Commencing 17th January 2011 Details of both the assignment and the presentation are at the back of this study guide.

9


Reading There is a compulsory textbook – Jobber, D. (2007) “Principles and Practice of Marketing”, 6th Edition, McGraw-Hill. The course programme follows the textbook closely and many of the homework questions will be taken from it. READING LIST Supplementary texts: Brassington F and Pettit S (2006), Principles of Marketing (4th Edition) Prentice Hall Brassington, F., Pettit, S. (2007) “Essentials of Marketing (2nd Edition) Prentice Hall Kotler, P and Armstrong, G (2006) “Principles of Marketing (11th Edition), Pearson Dibb, S, Simkin, L. Pride, !, Ferrell, O (2006) “Marketing Concepts and Strategies” (5th European Edition) Houghton Mifflin Solomon, R., Marshall, G., Stuart, E. (2008) “Marketing, real people, real choices” (4th Edition) Pearson Electronic/Weblinks will be provided via Moodle – please also ‘share’ weblinks you find via the student forum discussion group . The above bibliography uses the Harvard Referencing System (see the Moodle for more info, or Library and Learning resources). You should use this as a model for your own bibliographies.

10


PROGRAMME OF TOPICS – SEMESTER A Week Commencing

TOPIC

27 Sep 10

Introduction to the Unit – Handbook, Assessments, Delivery What is Marketing

4 Oct 10

Marketing Environment

11 Oct 10

Segmentation Targeting Positioning

18 Oct 10

Buyer Behaviour

25 Oct 10

Directed Study Week : Market Research

1 Nov 10

Integrating the Marketing Mix

8 Nov 10

Distribution [+ Essay tutorials this week]

15 Nov 10

Pricing Submit Essay during class

22 Nov 10

No class – double session next week

29 Nov 10

Promotion [double session] 4.30-7.30

6 Dec 10

Group work week – preparing for Assessment

13 Dec 10

E tutorials – send slides for feedback helen.simpson@northlindsey.ac.uk

10 Jan 11

The Product - double session this week 4.30-7.30

17 Jan 11

Assessed Presentations in normal class time 11


An INTRODUCTION TO THE UNIT You MUST download and read your Study Guide on Moodle- bring to your first class It contains ALL the information you need in terms of: -

the weekly programme of topics Learning outcomes & session topic outlines the individual written assessment and the group presentations.

Access Moodle and locate the Marketing Notice board. You will find the Study Guide, and possibly the lecture notes too. You will also need to download the lecture notes on a weekly basis and ‘read them’ in advance of each session . Weekly ‘activities’/homework will be issued during each session & will be posted on Moodle as well for those who were absent who must still attempt the work – this is not for handing in but you must be prepared to present your answer in class ! • Obtain the core text from e.g. at Amazon. Principles and Practice of Marketing” 5th Edition David Jobber ISBN 0-07-711415-9 [check if the 6th Edition has been released] • Read the study guide in advance of each weekly class to ensure that you are fully prepared •

12


WHAT IS MARKETING Reading : Chapter One & materials on Moodle Learning objectives • Introduce the subject of Marketing and outline its importance in a market economy • Outline the origins of Marketing & how it has evolved • Introduce students to the idea of a ‘profitable’ exchange process as the basis of Marketing • Define the marketing concept and identify its key components and limitations • Compare a production orientation and a marketing orientation • Differentiate between the characteristics of market-driven and internally driven businesses

DISCUSSION QUESTIONS :

Reflection on session :

13


THE MARKETING ENVIRONMENT Reading : Chapter Three Learning objectives •

Underline the importance to marketing of the wider environment.

• Explain the distinction between the microenvironment and the macroenvironment • • Outline the major elements of the macro-environment and the way in which they constrain and influence marketing activities. •

Discuss the impact of political and legal, economic, ecological/physical environmental, social/cultural and technological forces on marketing decisions

Discuss how companies respond to environmental change

DISCUSSION QUESTIONS :

Reflection on session :

14


SEGMENTATION AND TARGETING Reading : Chapter 8 Learning objectives • Define the concepts of market segmentation and target marketing, and discuss their use in developing marketing strategy • Discuss the methods of segmenting consumer markets • Identify the factors that can be used to evaluate market segments • Distinguish between the four target marketing strategies— undifferentiated, differentiated, focused and customized marketing • Define the concept of positioning and discuss the keys to successful positioning • Discuss positioning and repositioning strategies

DISCUSSION QUESTIONS :

Reflection on session :

15


BUYER BEHAVIOUR Reading : Chapter 4 Learning objectives • To understand the types of consumer buying behaviour and stages in the DMP. • To distinguish between consumer buying behaviour and organisational buying behaviour. • To examine the personal, psychological and social factors which influence the consumer and organisational buying decision process. • To outline the multiple influences on buying in these settings • To describe the procedures and processes through which buying takes place

DISCUSSION QUESTIONS

Reflection on session

16


MARKETING RESEARCH [E WEEK There is no formal attendance] “Knowledge is Power” (Machiavelli) Reading : Chapter 7 Lecture objectives • To define the various types of information required for marketing decisions & their sources. • To indicate how these are likely to differ from the other types of information that are essential to the operation of an organisation. • To demonstrate that for most organisations their internal records should be the source of a significant proportion of their marketing information. • To show that the term ‘Marketing Research’ involves the provision of information specifically to reduce the risk involved in making decisions relating to marketing issue.

QUESTIONS :

Reflection on session :

17


INTEGRATING THE MARKETING MIX Reading : pp 500-503

Lecture objectives • Understand the importance of integrating marketing activities, including the marketing mix. • Highlight the features of integrating marketing activities. • Outline the benefits of integrating marketing activities, including the marketing mix and marketing communications.

DISCUSSION QUESTIONS :

Reflection on session :

18


PRODUCTS AND BRANDING Reading : Chapter 9 & 10 Lecture objectives • To show how needs and benefits are more important than products or services. •

To introduce the concept of a total product as opposed to a core product as the way to deliver benefits ie to distinguish between a core and augmented product (the brand)

Discuss ethical issues concerning products

• To explain the model of the product life cycle and explain its uses and limitations. •

Explain the Boston Consulting Group Growth-Share Matrix, its uses and the criticisms of it

Discuss product strategies for growth

DISCUSSION QUESTIONS :

Reflection on session :

19


PROMOTION Reading Chapters 13,14,15,16 Learning objectives • To explore the elements of the Promotional Mix to understand their role • To understand the role and the interrelationship of the Promotional Mix in the Marketing Mix • To explore the factors which affect the choice of promotional tools • To reinforce the concept of communication that underlies all the promotional tools selected by an organisation

DISCUSSION QUESTIONS :

Reflection on session :

20


PRICING Reading : Chapter 12 Learning objectives • To introduce pricing as the element of the Marketing Mix associated with a revenue stream. • To examine the various influences on the pricing decision, ranging from environmental and market forces, to production economics and company policies • To emphasise the necessary relationship between price and customer preferences in terms of quality and value, rather than simply costs • To outline the major pricing strategies and the marketing circumstances and/or objectives associated with their use

DISCUSSION QUESTIONS :

Reflection on session :

21


CHANNEL INTERMEDIARIES AND DISTRIBUTION Reading : Chapter 17 Learning objectives •

To introduce the ‘place’ dimension as a critical area within the Marketing Mix, involving key long term issues and competitive advantage

To show how aspects of cost structure and pricing; promotion and image; product choice and service; availability and effectiveness are directly affected by channels of distribution.

Through the discussion of vertical marketing systems, to demonstrate the trade off between costs and control within distribution systems and the need for clear channel objectives

DISCUSSION QUESTIONS :

Reflection on session :

22


FACULTY:

Business & Law

UNIT CODE:

MKT1001M

UNIT TITLE:

Principles of Marketing

LEVEL:

1 (one)

ASSESSMENT:

Individual Assignment

CO-ORDINATOR: Alison Cheeseman =========================================================== INSTRUCTIONS TO STUDENTS Question to Answer: See attached brief. This assignment will attract 50% of the marks for this module. Date for Submission:

Week Commencing 15TH November 2010 – please hand in during your timetabled class & electronic copy via turnitin on Moodle noticeboard

PLEASE COMPLETE AND ATTACH A FRONT SHEET AND LABEL YOUR WORK WITH YOUR NAME, ENROLMENT NUMBER, UNIT TITLE & CODE

======================================================== Please also carefully consider the directions in your student handbook regarding academic offences. If you refer to the ideas of other writers you must always acknowledge your source. This includes information from the internet

23


UNDERGRADUATE ASSIGNMENT PRINCIPLES OF MARKETING LEVEL ONE MKT1001M SEMESTER A 2010/11

Discuss, with reference to current authors, what is meant by a “marketing orientation” and/or a “marketing oriented company.” Illustrate your answer with examples of products or brands of your choice. Essential: i. ii. iii. iv. v. vi.

Use appropriate referencing format, e.g. Harvard. Please note, a failure to reference work will result in an automatic fail of this assessment. Bibliography. Essay must be word-processed. Originality. Maximum word-count 1700 words. Complete an assignment front cover sheet and attach it to the front of this assignment. Include your: • Name. • Enrolment number. • Award (e.g. BA Marketing). • Seminar group and seminar tutor’s name.

Note: Submission deadline: Wednesday 17th November 2010 – Hand in during your class This assessment is designed to test students: • Ability to demonstrate a clear understanding of marketing principles. • Ability to apply theory to practical examples and situations. • Include a degree of originality in the answer. • Basic research and information retrieval techniques. • Produce a comprehensive synthesis of the argument within the given space limitations. • Reference skills. • Ability to produce and present work of a high academic standard.

You may make use of any case study from the recommended texts (including references in the bibliography), in addition to materials from the CD ROMS, the Internet, companies’ websites, other marketing journals and texts. Marks will be awarded for originality, evidence of extensive research and structure. 24


FACULTY OF BUSINESS & LAW UNDERGRADUATE GROUP PRESENTATION MODULE: PRINCIPLES OF MARKETING MODULE CODE: MKT1001M DATE FOR SUBMISSION: SEMESTER A 2010/11 week commencing 17th January 2011 during normal class time

Instructions To Students: For the purposes of these assessed group presentations, students will be split up into groups - four, equal-sized groups, called Group A, Group B, Group C and Group D. Each presenting group will, in week 1, choose a company/product or brand, for whom they will develop an advertising campaign. They will then prepare and present this advertising campaign. (further details attached). Presentations should last approximately 20 minutes (15 minutes presentation, followed by five minutes for questions), with those non-presenting groups posing questions to the presenting group, at the end of their presentation. (Presentation Titles) Please see attached sheet

The presentation will attract half of the marks for this module. Learning outcomes: On completion of this presentation, you should be able to: a. b. c. d.

Describe and explain the key theoretical terms and concepts of marketing Apply the key theoretical terms and concepts to practical examples Collect, organise, interpret and present data obtained from secondary sources. Produce a comprehensive synthesis of the argument within the given space limitations. e. Ability to produce and present work of a high academic standard. 25


University of Lincoln

UNDERGRADUATE GROUP PRESENTATIONS PRINCIPLES OF MARKETING LEVEL ONE MKT1001M SEMESTER A 2010/11 Background to the assessment In week 1 of the seminar programme, the students will be split up into equal-sized groups, each with around 4 members, and will be identified as Group A, Group B, Group C and Group D. Each group will identify one company or product or brand that they will use as the basis for their assessed presentations in the final weeks of the seminar programme. Furthermore, each group will discuss their company/product or brand each week in the seminar programme, in relation to the lecture/seminar topic of that week (see the seminar programme for further details). It is envisaged that the information discussed in the seminars, in relation to their own company/product or brand, will form the basis for their group presentation.

The Presentation Each group will develop an advertising campaign for their company/product or brand. For their advertising campaign, they will discuss areas such as: i. ii. iii. iv. v.

The positioning of the company/product/brand The target audience The communication objectives of the advertising campaign The choice of media, with justification The contents of the advert, including visuals and sound

This is a fantastic opportunity for students to display some creativity! All the discussions you’ve been having in the seminar programme will assist you in developing your advertising campaign. The above points are areas that you will need to include in your advertising campaign, however, feel free to include other areas from the marketing syllabus which you may feel are also relevant.

Dates for the presentations are: w/c 17th January 2010 The presentations will take place in your normal, timetabled seminar rooms and slots.

26


Attached is the sort of marking guide that your seminar tutor will be using to assess your presentations.

FACULTY OF BUSINESS & LAW GROUP PRESENTATION MARKING GUIDE

UNDERGRADUATE GROUP PRESENTATION UNIT: PRINCIPLES OF MARKETING UNIT CODE: MKT1001M DATE FOR SUBMISSION: w/c 17th January 2011

(Marking Guide details) Each group should be assessed using the attached presentation checklist. It is advisable to inform students the areas they are going to be assessed on, prior to their presentations

27


Checklist for assessment - Tutor

MKT1001M PRINCIPLES OF MARKETING - GROUP PRESENTATION ASSESSMENT

TUTOR CHECKLIST – USE ASSESSMENT COVER SHEET FOR STUDENT FEEDBACK Date of presentation: Product/Brand: Seminar group: Assessor:

Students presenting (and award): Mark awarded: ……….. /50 <30

30-

40-

50-

60-

70-

80+

Content - concepts, their knowledge, awareness and application: (20%) Conceptual awareness Applied concepts to their product or case – conceptual understanding Undertaken application and some brief analysis Appropriate referencing

Style/clarity of expression (10%) Clearly spoken Easy to follow pace Eye contact with audience Enthusiastic

Use of visual aids (10%) Graphics featured key points and limited text Appropriate props introduced Explained purpose & helped illustrate point being made

Ability to answer questions (10%) Confident/at ease Fielded questions honestly Group as a whole able to answer any questions/support each other appropriately

Group as a whole able to ask appropriate questions of other presenting groups Other comments

28


29


Marketing Handbook