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School of Business
Faculty of Business and Law

Unit Outline

MKT10007
Fundamentals of Marketing
Study Period 3, 2017

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Please read this Unit Outline carefully. It includes:

PART A Unit summary

PART B Your Unit in more detail
PART C Further information

PART A: Unit Summary

Unit Code(s) MKT10007

Unit Title Fundamentals of Marketing
Duration One semester/teaching period
Total Contact Hours N/A
Requisites:

Pre-requisites Nil
Co-requisites Nil
Concurrent pre-requisites Nil
Anti-requisites Nil
Assumed knowledge
Credit Points 12.5 Credit points
Campus/Location Online
Mode of Delivery OUA-Online

1. Minor Assessment (Individual) 10-15%

Assessment Summary 2. Multiple Choice Tests 20-30%
3. Major Assignment (Group) 30-40%
4. Final Assessment (Individual) 30-40%

Aims and Unit Learning Outcomes

At the conclusion of this unit of study, the successful student will have acquired an
understanding of key marketing concepts and their application to modern business. This
understanding of marketing will also aid in the understanding of other disciplines in the
Bachelor of Business/Commerce as well as providing a strong philosophical foundation for
the vocational study of marketing. In addition, students will have started the journey towards
graduation and as such, this unit of study aims to provide students with opportunities to
develop graduate attributes. This unit of study provides students with a series of learning
opportunities designed to explore basic business and marketing concepts from a variety of
viewpoints including theoretical and applied perspectives.

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On successful completion of this unit, students will be able to:

1. Demonstrate a broad understanding of the major conceptual and theoretical
principles upon which the practice of marketing is based.
2. Demonstrate a general understanding of marketing management tasks and of
how marketing fits into the organisational environment and interacts with
diverse environments.
3. Identify and evaluate secondary research from a variety of sources. As a
reflective and critical thinker, use this research information to apply marketing
concepts and principles to propose ethical, creative solutions to a range of
marketing related problems that arise in business contexts.
4. Appropriately communicate marketing ideas in written and oral form. This
includes presentations, case studies, and reports using reference materials.

Key Generic Skills

You will be provided with feedback on your progress in attaining the following
generic skills:

AQF Key Generic Skills:

- Fundamental Skills
- People Skills
- Thinking Skills
- Personal Skills

AQF Literacy and Communication contribution:

- Literacy (including reading and writing)
- Communication (including speaking and listening)
- Discipline Vocabulary and Expression

The graduate attributes which relate to this unit help to produce graduates who are:
1. Capable in their chosen professional, vocational or study areas
2. Entrepreneurial in contributing to innovation and development within their
business, workplace or community
3. Effective and ethical in work and community situations
4. Adaptable and able to manage change
5. Aware of local and international environments in which they will be contributing
(e.g. socio-cultural, economic, natural)
6. Ability to conduct presentations, analyse case studies, use library databases to
find and use reference materials and write reports.

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Content
Students will be briefly introduced to the following concepts:

An overview of marketing
The marketing environment
Buyer behaviour
Marketing information and research
Segmentation, targeting and positioning
Goods and services
Marketing channels and logistics decisions
Integrated marketing communications
Pricing
Branding
Marketing ethics

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PART B: Your Unit in more detail

Unit Improvements
Feedback provided by previous students through the Student Survey has resulted in
improvements that have been made to this unit. Recent improvements include:
Changes to assessment, notably removal of presentation on Collaborate

Unit Teaching Staff

Name Role Room Phone Email

Mrs Bernadette van Unit Convenor/tutor NA bvanlunenburg@swin.edu.au

Lunenburg
Mrs Nagia Centurion Tutor NA ncenturion@swin.edu.au

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Week by Week Schedule

Lecture Topic & Reading

Week Student Task or Assessment
Week NOTE: For Discussion Activities: See
starts on Weekly Lessons section & Discussion
Board
1 th Week 1 Tutorial Activity
28 Aug Lecture 1: An overview of marketing
Chapter 1
2 th Week 2 Tutorial Activity
4 Sep Lecture 2: Buyer Behaviour
Chapter 4
th
3 11 Sep Lecture 3: The Marketing Week 3 Tutorial Activity
Environment
Chapter 3
th
4 18 Sep Lecture 4: Segmentation, Targeting Week 4 Tutorial Activity
and Positioning ***Test 1 due by 11.59pm AEDT
Chapter 6 Mon 18th Sep
th
5 25 Sep Lecture 5: Marketing Information and Week 5 Tutorial Activity
Research
Chapter 7
nd
6 2 Oct Lecture 6: P for Product Week 6 Tutorial Activity

Chapter 8 & 9 ***Major Assignment PART 1:

th
due by 11.59pm AEST Sunday 8
October
th
7 9 Oct Lecture 7: P for Place Week 7 Tutorial Activity

Chapter 11
th
8 16 Oct Lecture 8: P for Price Week 8 Tutorial Activity
Chapter 14 ***Test 2 due by 11.59pm AEDT
th
Mon 16 Oct
rd
9 23 Oct Lecture 9: P for Promotion Week 9 Tutorial Activity
Chapters 12 & 13
th
10 30 Oct Lecture 10: Branding Week 10 Tutorial Activity
Chapter 8 ***Major Assignment PART 2:
due by 11.59pm AEST Sunday 5th
November
th
11 6 Nov Lecture 11: Ethics and Marketing No Tutorial Activity this week
Compliance.
Chapter 3
th
12 13 Nov Unit Revision & Exam Preparation No Tutorial Activity this week
***Test 3 due by 11.59pm AEST
th
Mon 13 November
th
13 20 Nov ***Minor Assignment due by
11.59pm AEST Monday 20th Nov

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Assessment - Assessment Overview

Unit Learning
Individual Outcomes that
Tasks and Details Weighting Assessment Due by
or Group this assessment
task relates to
Assessment 1; MCQ tests x Individual 15% 1, 2, 3, 4 Test 1 due by
3 @5% each 11.59pm AEDT
Mon 18th Sep

Test 2 due by
11.59pm AEDT
th
Mon 16 Oct

Test 3 due by
11.59pm AEST
th
Mon 13 Nov

Assessment 2; Major Individual 30% 1, 2, 3, 4 PART 1:

Assignment on Marketing or Group
due by 11.59pm
Environment, Research and Report th
AEST Sunday 8
Segmentation divided into
Oct
(2) parts submitted
separately PART 2:
due by 11.59pm
AEST Sunday 5th
Nov
Assessment 3; Minor Individual 15% 1, 2, 3, 4 Minor Assignment
Assignment, Marketing Topic due by 11.59pm
Discussion & Reflection AEST Monday 20
th

November
Assessment 4; Final Exam Individual 40% 1, 2, 3, 4 TBA

Please see Blackboard for details of each Assignment.

a) Minimum requirements to pass this Unit

To pass this unit, you must:
Achieve an aggregate mark for the subject of 50% or more
All pieces of work must be attempted, the MCQ tests are counted as 1 piece of work
(therefore at least one test must be attempted)

b) Examinations
If the unit you are enrolled in has an official examination, you will be expected to be
available for the entire examination period including any Special Exam period.

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c) Submission Requirements
Assignments and other assessments must be submitted through the Blackboard
assessment submission system (Turnitin). All assessment will be scanned using
University approved plagiarism detection software.
Please ensure you keep a copy of all assessments that are submitted.
An Assessment Cover Sheet must be submitted with your assignment. The standard
Assessment Cover Sheet is available from the Current Students web site (see Part C).

d) Extensions and Late Submission

Late Submissions

Unless an extension has been approved by a Convenor, you cannot submit an

assessment after the due date and time. This means that an assignment that is
submitted just a few minutes late will be penalised as though it was a full day late. If
this does occur, you will be penalised 10% of the assessments worth for each
calendar day the task is late up to a maximum of 5 days. After 5 days a zero result
will be recorded. If late assignments are received after marked assignments have
been returned, the late assignments will not be marked and will receive a mark of
zero.

Extensions

Are not normally granted, but in exceptional circumstances or where there is genuine
hardship, a limited extension may be granted. Any applications should be made in
writing (e.g. email) to the Convenor at least 48 hours prior to the due date and, where
appropriate, documentary evidence, such as a doctors certificate, should be
attached.

Extensions can only be approved by the unit Convenor.

e) Referencing
To avoid plagiarism, you are required to provide a reference whenever you include
information from other sources in your work. Further details regarding plagiarism are
available in Section C of this document.
Referencing conventions required for this unit are: Harvard Style Guide
Helpful information on referencing can be found at
http://www.swinburne.edu.au/lib/studyhelp/harvard-quick-guide.pdf

f) Groupwork Guidelines
A group assignment is the collective responsibility of the entire group, and if one
member is temporarily unable to contribute, the group should be able to reallocate
responsibilities to keep to schedule. In the event of longer-term illness or other serious
problems involving a member of group, it is the responsibility of the other members to
immediately notify the Unit Convenor or relevant tutor.
Group submissions must be submitted with an Assignment Cover Sheet, signed by all
members of the group.

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All group members must be satisfied that the work has been correctly submitted. Any
penalties for late submission will generally apply to all group members, not just the
person who submitted.
All group assessment in this unit is subject to assessable peer review. This is to ensure
that an equitable contribution is made by all members. Tutors will review all peer review
documentation to carefully arrive at an allocated grade for the peer review grade.

**Required Textbook
The required textbook(s) are available from Swinburne Bookshop:
http://bookshop.swin.edu.au

Lamb, C.W, Hair, J.F, McDaniel, C, Summers, J & Gardiner, M 2015, MKTG3, 3rd edition
Asia-Pacific, Cengage, South Melbourne.

**The following book is strongly suggested (especially if you have not

previously written a business report)

Summers, J & Smith, B 2014, Communication Skills Handbook, 4th edition, John Wiley and
Sons, Brisbane - Students are recommended to use this book for oral and written
communication guidelines for this unit and all business units.

These textbooks are supplementary to your lecture notes and the other recommended
course readings. It will give you the basic marketing knowledge you need to succeed for this
course; but please be aware that you are expected to supplement your knowledge from this
textbook with the other recommended reading(s). The textbook has excellent online student
resources which you should regularly make use of.

Recommended Reading Materials

The Library has a large collection of resource materials, both texts and current journals. On
Blackboard you will find a list of weekly references that will provide valuable supplementary
information to this unit. The readings are a mix of academic and practitioner journal articles,
websites and videos. In this unit, it is important that you begin to appreciate the use of
academic and business sources of information and how to find these sources using the
databases of the Swinburne Library.

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PART C: FURTHER INFORMATION

For further information on any of the below topics, refer to Swinburnes

Current Students web page http://www.swinburne.edu.au/student/.

Student Charter
Please familiarise yourself with Swinburnes Student Charter. The charter describes what students
can reasonably expect from Swinburne in order to enjoy a quality learning experience. As students
contribute to their own learning experience to that of their fellow students, the charter also defines the
University's expectations of students.

Student behaviour and wellbeing

Swinburne has a range of policies and procedures that govern how students are expected to conduct
themselves throughout the course of their relationship with the University. These include policies on
expected standards of behaviour and conduct which cover interaction with fellow students, staff and
the wider University community, in addition to following the health and safety requirements in the
course of their studies and whilst using University facilities.
All students are expected to familiarise themselves with University regulations, policies and
procedures and have an obligation to abide by the expected guidelines. Any student found to be in
breach may be subject to relevant disciplinary processes. Some examples of relevant expected
behaviours are:
Not engaging in student misconduct
Ensuring compliance with the Universitys Anti-Discrimination, Bullying and Violence and
Sexual Harassment requirements
Complying with all Swinburne occupational health and safety requirements, including
following emergency and evacuation procedures and following instructions given by
staff/wardens or emergency response.
In teaching areas, it is expected that students conduct themselves in a manner that is professional
and not disruptive to others. In all Swinburne laboratories, there are specific safety procedures which
must be followed, such as wearing appropriate footwear and safety equipment, not acting in a manner
which is dangerous or disruptive (e.g. playing computer games), and not bringing in food or drink.

Blackboard
You should regularly access the Swinburne Course Management System (Blackboard) available via
http://ilearn.swin.edu.au. Blackboard is regularly updated with important Unit information and
communications.

Communication
All communication will be via your Swinburne email address. If you access your email through a
provider other than Swinburne, then it is your responsibility to ensure that your Swinburne email is
redirected to your private email address.

Plagiarism
Plagiarism is the action or practice of taking and submitting or presenting the thoughts, writings or
other work of someone else as though it is your own work. Plagiarism includes any of the following,
without full and appropriate acknowledgment to the original source(s):
The use of the whole or part of a computer program written by another person;

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the use, in essays or other assessable work, of the whole or part of a written work from any
source including but not limited to a book, journal, newspaper article, set of lecture notes,
current or past students work, any other persons work, a website or database;
The paraphrasing of anothers work;
The use of musical composition, audio, visual, graphic and photographic models,
The use of realia that is objects, artefacts, costumes, models and the like.
Plagiarism also includes the preparation or production and submission or presentation of assignments
or other work in conjunction with another person or other people when that work should be your own
independent work. This remains plagiarism whether or not it is with the knowledge or consent of the
other person or people. It should be noted that Swinburne encourages its students to talk to staff,
fellow students and other people who may be able to contribute to a students academic work but that
where independent assignment is required, submitted or presented work must be the students own.
Enabling plagiarism contributes to plagiarism and therefore will be treated as a form of plagiarism by
the University. Enabling plagiarism means allowing or otherwise assisting another student to copy or
otherwise plagiarise work by, for example, allowing access to a draft or completed assignment or
other work.
Swinburne University uses plagiarism detection software (such as Turnitin) for assignments submitted
electronically via Blackboard. Your Convenor will provide further details.
The penalties for plagiarism can be severe ranging from a zero grade for an assessment task through
to expulsion from the unit and in the extreme, exclusion from Swinburne. Consequently you need to
avoid plagiarism by providing a reference whenever you include information from other sources in
your work.

Student support
You should talk to your Unit Convenor or Student Services, for information on academic support
services available for Swinburne students.

Special consideration
If your studies have been adversely affected due to serious and unavoidable circumstances outside of
your control (e.g. severe illness or unavoidable obligation) you may be able to apply for special
consideration (SPC).
Applications for Special Consideration will be submitted via the SPC online tool normally no later than
5.00pm on the third working day after the submission/sitting date for the relevant assessment
component.

Special needs
Sometimes students with a disability, a mental health or medical condition or significant carer
responsibilities require reasonable adjustments to enable full access to and participation in education.
Your special needs can be addressed by Swinburne's Disability Services, who can negotiate and
distribute an 'Education Access Plan' that outlines recommendations for university teaching and
examination staff. You must notify the University Disability Liaison Officer of your disability or
condition within one week after the commencement of a unit of study to allow the University to make
reasonable adjustments.

Review of marks
An independent marker reviews all fail grades for major assessment tasks. In addition, a review of
assessment is undertaken if your final result is a marginal fail (45-49) or within 2 marks of a grade
threshold.
If you are not satisfied with the result of an assessment you can ask the Unit Convenor to review the
result. Your request must be made in writing within 10 working days of receiving the result. The Unit
Convenor will review your result to determine if your result is appropriate.
If you are dissatisfied with the outcomes of the review you can lodge a formal complaint.

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Feedback, complaints and suggestions

In the first instance you may discuss any issues with your Unit Convenor. If you are dissatisfied with
the outcome of the discussions with the Unit Convenor or would prefer not to deal with your Unit
Convenor, then you can complete a feedback form.

Advocacy
You are advised to seek advice from the staff at the Swinburne Student Amenities Association
(SSAA) if you require assistance with any academic issues.

Unit Outline MKT10007 OUA SP2. 2017