​MARK2012 Marketing Fundamentals

Course Code :  MARK2012

Year :  2024

Term :  Summer

Teaching Period :  U1

Delivery Mode :  Multimodal

Delivery Format :  Standard

Delivery Location :  Kensington

General Course Information

Course Code :  MARK2012

Year :  2024

Term :  Summer

Teaching Period :  U1

Is a multi-term course? :  No

Faculty :  UNSW Business School

Academic Unit :  School of Marketing

Delivery Mode :  Multimodal

Delivery Format :  Standard

Delivery Location :  Kensington

Campus :  Sydney

Study Level :  Undergraduate

Units of Credit :  6

Useful Links

Handbook ClassTimetable

Course Details & Outcomes

Course Description

This course will introduce you to a sound understanding of core marketing concepts and stimulate your interest in exploring marketing strategies from a variety of perspectives. You will be provided with learning opportunities to consider and test concepts and ideas through real-world business scenarios and case studies to identify marketing needs, provide solutions, and communicate decisions.

The course will cover cutting-edge marketing strategies and topics ranging from marketing research, digital marketing, pricing, value proposition, and branding to communicating with potential customers. The practice-based approach will allow you to develop foundational marketing skills that can be advanced in further marketing specialisations.

Course Aims

The primary aim of this course is to introduce you to:

 Fundamental marketing theories and concepts

 Current marketing techniques and frameworks

 Marketing processes to effectively create, communicate, and deliver value to customers

For students taking the unit as part of the Bachelor of Commerce, with its Integrated First Year: It is expected that you will have completed or be near completion of all Integrated First Year courses in the BCom, or equivalent, before undertaking MARK2012.

This course is also available as general education and is normally taken outside the student’s program study area. Availability of general education courses outside of the owning Faculty may be restricted by the Program Authority, usually because they are closely related to the study area of the student’s program.

Students should devote 10-12 hours per week to maximise their learning experiences.

Relationship to Other Courses

For students taking the unit as part of the Bachelor of Commerce, with its Integrated First Year: It is expected that you will have completed or be near completion of all Integrated First Year courses in the BCom, or equivalent, before undertaking MARK2012.

This course is also available as general education and is normally taken outside the student’s program study area. Availability of general education courses outside of the owning Faculty may be restricted by the Program Authority, usually because they are closely related to the study area of the student’s program.

Course Learning Outcomes

Learning and Teaching Technologies

Moodle - Learning Management System | Zoom | Microsoft Teams

Learning and Teaching in this course

MARK2012 is a hands on course. The delivery of this course follows the format of synchronous tutorials each week (see course schedule for details), and asynchronous lectures. The tutorials  will be conducted online, and 2 lectures each week will be released, pre-recorded. In addition,

there will be an optional drop in hour (online). These activities will be supplemented by additional material made available via the course website on Moodle. Students are expected to read/complete all set tasks prior to the lecture and tutorials.The course will be conducted in an intensive 4 week period.

Lectures

Lectures are intended to provide theoretical and conceptual understanding. Lectures will be available online earlier than their scheduled date to assist early preparation for tutorials and assessments, or for additional fexibility.

Tutorials

Tutorials will comprise a combination of class discussions, case discussions, and class exercises, as well as general assessment feedback and guidance. The assigned cases and reading materials provide focus for in-class discussions and as well as theoretical grounding for application of new concepts. Marketing problems, in the form of cases, are assigned to enable    students to apply knowledge and use critical thinking to make decisions. The pre-assigned study groups are a major support structure for this course and should be convened on a regular basis.

In addition, independent study is vital. Successful completion of MARK2012 requires an average of approximately 20-24 hours per week of study time.

It is important to note that in this course, there are dual responsibilities: Staff are responsible for providing a learning direction (project opportunity and access, theoretical information and assessment); Students are responsible for reading recommended materials prior to meetings, making intelligent contributions to discussions, clarifying ambiguities, demonstrating willingness to learn and to undertake activities that are important for learning. Students must complete set    tasks and be active participants in MARK2012 and must show initiative by being proactive in their own learning.

Live Q&A

As an additional support mechanism, optional drop-in weekly one hour live online Q&A sessions will be scheduled (timing and access link posted on Moodle) to offer additional opportunities for students to ask questions, or seek clarifcation on specifc lecture topics or assessments. Please note that this is not a repeat delivery of the lecture material.

Additional Course Information

This course applies an active learning pedagogy that is student-centred and focused on lively and enthusiastic engagement. Accordingly, students are expected to attend class with a positive  attitude, a willingness to learn, and prepared to contribute. As this course is delivered in intensive mode during the Summer Term, students are advised to devote a minimum of 20-24 hours of time per week to maximise the learning experiences (note: more time may be required in week 1 as this will cover the equivalent of 3 weeks' worth of content compared to regular terms).

Assessments

Assessment Structure

Assessment Details

In-class Case Discussion

Assessment Overview

This activity supports development of complex problem solving.

Assesses: PLO1, PLO3, PLO6

BCom Students: MyBCom Course points for PLO6.

Detailed Assessment Description

This assessment occurs within tutorials and is an important component of the active learning    process. Students will identify and discuss appropriate marketing concepts and will apply these to marketing problems. In doing so, students will demonstrate discipline knowledge, critical

thinking, and problem solving.

Starting from Week 1 Tutorial 2, until Week 4 Tutorial 7, active participation is expected in each tutorial (6 x 2hour tutorials total). Students will pre-read assigned case study material and

contribute to lively discussion that demonstrates creative and critical thinking regarding  application of relevant marketing knowledge (including topics and frameworks) from the allocated topics. This activity supports development of complex problem solving.

Assessment Length

Student contribution is expected in each tutorial discussion.

Assignment submission Turnitin type

Not Applicable

Leadership Presentation (Group Assessment)

Assessment Overview

Group Assessment.

Assesses: PLO1, PLO3, PLO6, PLO7

BCom Students: MyBCom Course points for PLO7.

Detailed Assessment Description

Groups will be allocated at the direction of the Tutor. Each student group will be assigned a case  study (from the course textbook) to lead for presentation to the class. As case study leaders, the  group will be required to answer and engage with the set questions to convey relevant theory and show how it can be applied to solve problems relevant to the case. Case leaders will be expected to motivate critical inquiry and discussion among all class members to facilitate a collaborative learning experience that delives into the relelvant topic(s) and ensures a rich body of knowledge is developed.

Creative and critical thinking relevant to the discipline and specifc topics at hand as well as communication skills are keys to success this presentation.

Submission notes

Groups must present in their allocated week.

Assessment information

Presentation slides are required to be submitted via Turnitin link on Moodle.

Assignment submission Turnitin type

This assignment is submitted through Turnitin and students do not see Turnitin similarity reports.

Business Report (Individual Assessment)

Assessment Overview

The task requires students to demonstrate their understanding of the theory and practice of   managing key marketing variables, the ability to apply the concept of UN SDGs to sustainable business decisions and communicate effectively.

Assesses: PLO1, PLO2, PLO3, PLO5, PLO6, PLO7

BCom Students: MyBCom Course points for PLO5.

Assessment Length

TBC

Assessment information

Assessment details will be posted on Moodle in Week 3.

Assignment submission Turnitin type

This assignment is submitted through Turnitin and students do not see Turnitin similarity reports.

General Assessment Information

Case discussion

Students are required to read and analyse the assigned case study and answer the questions, both of which are contained in the assigned textbook, and at times, additional questions on Moodle. Details of the assigned case studies are located on the Moodle course page.

Students will attend class and discuss the case study, which is facilitated by the assigned case leaders or tutor. This assessment task is oral and in-the-moment. A written submission is NOT  required. Note that the case discussion task is about quality vs quantity of discussion, and the  ability of students to engage in critical and original thinking with clear connection to course content. Students will have the opportunity to earn up to 5 marks (5%) per case study, per week.

Case Leadership Presentation

Students will be allocated to groups at the direction of their tutor in week 1, Tutorial 1. It is

expected that diverse work groups will be formed to simulate real world work environments. The Case Leadership presentation task requires the group to work together on the delivery of a

professional and cohesive in class presentation, where each member must answer one of the    case questions within a 3-5-minute timeframe as assigned. In addition, the allocated group are   required to facilitate the in-class discussion to allow other students the opportunity to earn their participation marks for that case. This part of the case leadership task is worth 5% of the total   course mark (recorded under Case Discussion).

Written business report

The objective of this task is to use all of the knowledge and experience gained in the course to demonstrate your subject matter expertise of Marketing Fundamentals. This is a written  report where a series of questions will be asked regarding situation featuring a business

problem. The task will be made available in Week 4 (exact date and time TBC on Moodle).

Students will have 3 hours* to submit the written report to the Turnitin link on Moodle.

*the actual task should take no longer than 2 hours to complete.

Note: If a student will miss scheduled tutorials, thereby missing class case participation or

leadership, they are advised to contact their tutor at least 24 hours before the scheduled class

for alternate submission with a deadline of normal class time. Failure to do so will result in a

zero mark for the 5% allocated to that class participation. Students who make contact after class without approved special consideration will forego the mark opportunity.

Grading Basis

Standard

Requirements to pass course

To pass this course, you must:

 achieve a composite mark of at least 50 out of 100

 meet any additional requirements described on the course Moodle site

 attempt all assessment requirements in the course

Notes:

 If a student enrols in this course it is expected that they willfully participate in all course activities.

 All times are Australian Eastern Standard timing. (Assessment timing may be subject to change. Any changes will be communicated via Moodle and course announcements).