Subject Outline
MKT501 - Marketing Management
Table of Contents
Subject Summary ...................................................................................................................2
Subject Coordinator ...............................................................................................................2
Subject Coordinator ..................................................................................................2
Email ..........................................................................................................................2
Phone.........................................................................................................................2
Consultation procedures ..........................................................................................2
Subject Overview....................................................................................................................2
Abstract......................................................................................................................2
Learning outcomes....................................................................................................3
Subject content .........................................................................................................3
Key subjects...............................................................................................................3
Subject Schedule & Delivery ..................................................................................................3
Prescribed text...........................................................................................................3
Class/tutorial times and location .............................................................................4
Schedule ....................................................................................................................4
Learning materials.....................................................................................................6
Learning, teaching and support strategies ..............................................................6
Recommended student time commitment .............................................................9
Assessment Items.................................................................................................................10
Essential requirements to pass this subject...........................................................10
Items ........................................................................................................................10
Academic Integrity Quiz.............................................................................10
The "living" case study ..............................................................................11
Segmentation, Target market and Positioning (STP) ..............................18
Evaluating marketing strategy and recommendations............................22
Assessment Information ......................................................................................................27
Academic integrity ..................................................................................................27
Referencing..............................................................................................................27
How to submit your assessment items ..................................................................27
Online submission process........................................................................27
Postal submission process ........................................................................28
Hand delivered submission process .........................................................28
Alternative submission process ................................................................28
Extensions................................................................................................................28
How to apply for special consideration..................................................................29
Penalties for late submission..................................................................................29
Resubmission ..........................................................................................................30
Feedback processes ................................................................................................30
Assessment return...................................................................................................30
Student Feedback & Learning Analytics ..............................................................................30
Evaluation of subjects .............................................................................................30
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Changes and actions based on student feedback .................................................31
Learning analytics ...................................................................................................31
Services & Support ...............................................................................................................31
Develop your study skills ........................................................................................31
Library Services .......................................................................................................31
Policies & Regulations ..........................................................................................................31
Subject Outline as a reference document..............................................................32
Subject Summary
MKT501 - Marketing Management
Session 1 2020
Faculty of Business, Justice and Behavioural Sciences
School of Management and Marketing
Internal Mode
Credit Points 8
Welcome to a new session of study at Charles Sturt University. Please refer to the University's
Acknowledgement of Country (http://student.csu.edu.au/study/acknowledgement-ofcountry).
Subject Coordinator
Subject Coordinator Mr Shibly Abdullah
Email SAbdullah@studygroup.com
Phone 02 9291 9355
Consultation procedures
Any questions concerning the teaching of this subject can be made by contacting me, your
lecturer, as below.
My name : Amanda Bull
My email : ABull@studygroup.com (mailto:ABull@studygroup.com)
Email is the best option. Please send a brief message regarding the issue and include the
subject name and subject code in your email. If your query is urgent then meet with the
subject coordinator
Subject Overview
Abstract
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Marketing is an enterprise-wide opportunity for any organisation to understand its customers
and the markets they might wish to participate in. Marketing Management is concerned with
identifying, entering and developing markets and aligning the organisation's resources to
achieve its goals. This subject will introduce students to key ideas, philosophies and theories
that make marketing an essential activity in any organisation. Specifically, students will
investigate marketing's origins and how marketing can be contextualised in the organisation
as a platform to align the organisation's goals with market demand. The subject will also
encourage students to investigate and discuss how marketing, contemporary marketing and
customer issues can be managed in the current environment.
Learning outcomes
Upon successful completion of this subject, students should:
• be able to assess and explain the nature of marketing and marketing management in
contemporary organisations;
• be able to find relevant and important information about organisations, their
industries and marketplaces from secondary sources;
• be able to evaluate the key marketing aspects of segmentation, targeting and
positioning (STP) and be able to analyse an organisation's approach to STP;
• be able to apply the marketing mix and aspects of branding and positioning to a
specific target market and be able to evaluate competitors' programs; and
• be able to discover and evaluate how contemporary issues of environment, social
media and other technology, society and Corporate Social Responsibility (CSR) might
affect marketing.
Subject content
Throughout the session, I will cover 14 topics; see schedule for the topics.
Key subjects
Passing a key subject is one of the indicators of satisfactory academic progress through your
course. You must pass the key subjects in your course at no more than two attempts. The first
time you fail a key subject you will be at risk of exclusion; if you fail a second time you will be
excluded from the course.
The Academic Progress Policy (https://policy.csu.edu.au/view.current.php?id=00250) sets out
the requirements and procedures for satisfactory academic progress, for the exclusion of
students who fail to progress satisfactorily and for the termination of enrolment for students
who fail to complete in the maximum allowed time.
Subject Schedule & Delivery
Prescribed text
The textbooks required for each of your enrolled subjects can also be found via the Student
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Portal Textbooks (http://student.csu.edu.au/study/study-essentials/textbooks) page.
Pride, William, Ferrel, OC, Lukas, Bryan, Shembri, Sharon, Niininen, Outi and Casidy, Riza
(2018) Marketing Principles: 3rd Edition, Cengage Australia, "ISBN: 9780170386180."
Class/tutorial times and location
Your class times can be found at Timetable @ CSU (http://timetable.csu.edu.au/). Find out
how to use Timetable @ CSU via the Student Portal Class Timetable
(http://student.csu.edu.au/study/study-essentials/timetable) page.
Schedule
Session
Week
Week
Commencing Topics Learning activities
1 2 March 2020 Key concepts in
marketing
Chapter 1
Attend your forum discussions question.
2 09 March
2020
Marketing
environment, social
responsibility and
ethics &
Planning,
implementing and
evaluating
marketing strategy
Chapter 2 & Chapter 3
3 16 March
2020
Marketing research
and information
systems
Chapter 4
Assessment Two Topic 1 is due: March
22, 2020 by midnight
4 23 March
2020
Consumer and
business Behaviour
Chapter 5
Census Date: 27 March 2020
5 30 March
2020
Segmentation,
target markets, and
positioning
Chapter 6
Assessment Two Topic 2 is due: April 5,
2020 by midnight
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Session
Week
Week
Commencing Topics Learning activities
6 06 April 2020
Digital marketing
and social
networking &
The power of
branding
Chapter 7 & chapter 8
7 13 April 2020 Session Break:
Independent study
Assessment One Integrity Quiz is due:
April 12, 2020 by midnight
8 20 April 2020 Session Break:
Independent study
9 27 April 2020 Product and service
decisions Chapter 9
10 04 May 2020 Pricing decisions Chapter 10
11 11 May 2020 Distribution
decisions
Chapter 11
Assessment Three: STP presentation
due by May 17, midnight via Turnitin
2020
12 18 May 2020
Integrating
marketing
communications
Chapter 12
13 25 May 2020
People, physical
evidence, process
and partnerships
Chapter 13
14 01 June
2020 Revision
Assessment Four Report on Marketing
strategy is due: 7th of June 2020 by
midnight
15 08 June
2020
Exam week: There is
no exam in this
subject
Public holiday
16 15 June
2020
Exam week: There is
no exam in this
subject
Please see below Additional/Replacement Class Requirements for this session: Classes
running on the following Public Holidays should have a replacement class:
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• Friday 10th April 2020 (Good Friday)
• Monday 13th April 2020 ( Easter Monday)
This study schedule has been devised to assist in your planning during the session and is
intended as a guide only.
Attendance is required at all scheduled lectures and tutorials.
Learning materials
Details of learning materials that support your success in this subject can be found in the
Interact2 Subject Site.
Learning, teaching and support strategies
The modules for this subject have been written specifically to guide you through the sections
(and questions) of the prescribed textbook relevant to each topic.
You should check the Interact2 Site at least weekly for postings, announcements, lecture
information and other resources that will assist your studies or additional information and
resources vital to your success in the subject.
Studying at university does not mean studying alone. During class you will have an
opportunity to interact with the lecturer as well as your peers.
Use the subject schedule to plan your studies over the session.
Academic learning support
Information on effective time management is available on the CSU Learning Support website
via the following link: http://student.csu.edu.au/
Visit the learning support website for advice about assignment preparation, academic reading
and note-taking, referencing, and preparing for exams at: http://student.csu.edu.au/study
The Study Centres also offers a range of workshops specifically targeting your needs as an
international student. These workshops run multiple times per week and build into the
comprehensive Academic Skills Development Program that you should participate in.
Additionally, a number of student volunteers are available to assist you in a program known as
Discipline Support Sessions. Please see the timetables for these programs on the noticeboards
on campus and also via the iLearn Interact2 Organisation site.
You may also contact:
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• Elaine Rodrigues
Study Support Manager
Phone: 02 8055 3413
E-mail: ERodrigues@studygroup.com (mailto:ERodrigues@studygroup.com)
• Mazin Yousif
Senior Study Support Coordinator
Phone: 02 9291 9361
E-mail: MYousif@studygroup.com (mailto:MYousif@studygroup.com)
• Miranda Alagich
Study Support Coordinator
Phone: 02 9291 9360
E-mail: MAlagich@studygroup.com (mailto:MAlagich@studygroup.com)
For appointments, please see Reception.
Queries regarding the content of this subject should be directed to your Subject Lecturer.
Library services
The Library is located on campus as well online. Your campus Library
(http://www.csustudycentres.edu.au/about-csu-study-centres/academic-support/
student-library) will support your learning journey by providing the following:
• A Self-Check kiosk for borrowing books: no more queues!
• Library orientation, database searching and information literacy workshops run
during the semester
• Computer terminals to conduct online research and complete written work
• Photocopiers, scanners and printers
• State of the art study and research facilities
• Access to all subject texts including reserve copies for 2 hour loan
• Qualified Information professionals to assist with all your information needs.
• And for loan renewals and making requests, check your StudyGroup Library account
by accessing the StudyGroup Library catalogue (http://sgaprimo.
hosted.exlibrisgroup.com/primo_library/libweb/action/
search.do?vid=SGA)
Check with your Campus Library for opening hours and visit Library News for updates on
Interact2 (https://idp.csu.edu.au/idp/profile/SAML2/Redirect/SSO?execution=e3s1).
CSU Library
For 24/7 access, go to CSU Library online
(https://library.csu.edu.au/)http://student.csu.edu.au/library
The CSU Library provides access to online resources. These are:
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• Peer-reviewed journal articles
• eBooks
• Company and government reports
• eJournals
• Dissertations & theses
• Newspapers including Business & Financial newspapers in Factiva (see Business & IT
Journal databases)
• Other Reference resources (eg. Australian Bureau of Statistics, Australian standards,
online encyclopaedias & dictionaries to be read on the computer
• Online assistance via free call on 1800 808 369, or ‘Ask a Librarian’ - Live Chat or Web
Form.
Other CSU Library services and resources:
https://student.csu.edu.au/library/study-research
• Video tutorials in research skills, finding journal articles for assignments, topic
analysis
• Endnote referencing software
• Other online library services to help you successfully complete your assignments
Online Tutorials
http://student.csu.edu.au/library/study-research/training-tutorials-videos
Learn how to:
• Use Primo Search to find eReserve study materials and journal articles
• Search journal databases and web resources for information for your assessment
tasks
• Identify appropriate sources of information and peer reviewed material, to evaluate
resources
Subject Library Resource Guides
http://libguides.csu.edu.au/
Subject Library Guides are a great way to get started with research. Each online guide is
tailored to a specific area of study, including Accounting, Business and Information
Technology outlining how to research in your area and where to look for information.
Library Help
http://student.csu.edu.au/library/help-contacts
Friendly and quick assistance is available. Ask for help finding information and navigating the
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library’s extensive eResources.
National Library of Australia - Trove database
http://trove.nla.gov.au/
The Trove database from the National Library of Australia provides access to many different
online resources on any subject.
University of Technology Sydney - Blake Library
http://find.lib.uts.edu.au/
All students with a CSU student card can access University of Technology, Sydney (UTS) library
for free 10 times per year or paying $50 per year to join CAUL scheme to borrow books and use
the UTS library within the guidelines set down by UTS. Access restrictions may be in place
during exam periods. The UTS Blake library is located near Chinatown: corner Quay Street &
Ultimo Road, Haymarket. Phone: 02 9514 3666.
Contact Details below for any student enquiries:
CSU Study Centre Darlinghurst Library
http://tinyurl.com/sgprimo
Ms Mireille Eid
Library Manager
Phone: 02 9291 9326
Email: Meid@studygroup.com (mailto:Meid@studygroup.com)
Ms Angie Baho
Library Officer
Phone: 02 9291 9315
Email: darlibrary@studygroup.com (mailto:darlibrary@studygroup.com)
Recommended student time commitment
This subject code is an 8 point subject. The CSU Subject Policy states that a standard 8 point
subject should require you to spend up to 160 hours engaged in the learning and teaching
activities. These activities include the time spent in preparation for the assessment, including
study for examinations, tests, and assignment preparation.
The following is a recommended breakdown of the hours allocated for successful completion
of this:
• Topic (i.e. watching online lecture etc) and supporting readings 2.5 hours/week.
• Preparation of answers to topic review questions 2.5 hours/week.
• Online quiz/forum contribution for reinforcement of learning 1.0 hour/week.
• Participation and notes taking in online forum discussion 1.0 hour/week.
• Preparation of assessment items 2 hours/week.
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Assessment Items
Essential requirements to pass this subject
You must obtain a total mark of at least 50% in order to pass this subject. Additionally
you must obtain a mark of at least 18 out of 20 in order to pass the Academic Integrity
Quiz. Failure in this quiz will automatically lead to a fail grade for the subject
irrespective of the marks obtained in all other assessments.
To be eligible for the grade AA you must have submitted all assessment items in this
subject. If you choose not to complete an assessment item and receive an overall
mark between 45 and 49 then you will not be granted an AA.
Items
Item
No. Title Value Due Date* Return
Date**
1 Academic Integrity Quiz SY/
US 12-Apr-2020 Not
returned
2 The "living" case study 20% Variable -
3 Segmentation, Target market and Positioning
(STP) 35% 17-May-2020 09-Jun-2020
4 Evaluating marketing strategy and
recommendations 45% 07-Jun-2020 29-Jun-2020
* Due date is the last date for assessment items to be received at the University
** Applies only to assessment items submitted by the due date
Assessment item 1 - Academic Integrity Quiz
Value: Satisfactory/Unsatisfactory
Due Date: 12-Apr-2020
Return Date: Not returned
Submission method options: Interact2 Test
TASK
Undertake and complete the online quiz covering questions related to academic integrity.
Students may attempt the Academic Integrity quiz multiple times in order to achieve the
passing score of 18 from 20. The quiz will remain open until the end of week 6. We strongly
encourage all students to complete and pass this quiz prior to submitting other assessments.
RATIONALE
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This assessment task does not directly assess a specific learning outcome but is a requirement
for passing the subject.
It has been included to ensure that students are aware of the importance of upholding
academic integrity at all times.
MARKING CRITERIA AND STANDARDS
Students must obtain a mark of at least 18 from 20 in order to pass this quiz. Failure in this quiz
will automatically lead to a fail grade for the subject irrespective of the marks obtained in all
other assessments.
REQUIREMENTS
Assessment item 2 - The "living" case study
Value: 20%
Due Date: Variable Date
Return Date: -
Length: 1,000 quality words
Submission method options: Interact2 Discussion Board
TASK
TASK
Discussion forums - each posts would be max 1000 quality words for topic discussion-looking
depth not breadth.
The variable due dates for these three forum posts are:
Topic 1: Due March 22
Topic 2: Due April 5
(Also, see the Study Schedule above for the nominated due dates for each topic).
Welcome to the living case study. We believe that interactions with the organisation and
community of users in social media will enhance and deepen your understanding of the
dynamics of marketing. You will share your experience of interacting with the organisation and
other users of the product and then evaluate the relevance of the theory on the practice and
reflect on how your engagement may have impacted on the market.
To complete this task, you need to write two (2) (1,000-word) discussion posts:
• 1st 1,000-word post on the topic of CSR and understanding the needs of Stakeholders;
and
• 2nd 1,000-word post is a review and evaluation of your experiences in collecting data
and interacting with a live site through two touch points compared to the experience
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of your peers.
The discussion forums are divided up by industry sectors to facilitate the conversations and
create smaller groups (e.g. not-for-profits are one group). You will be automatically assigned to
a group. However, you can choose the organisation you would like to examine from a list of
nominated industry/organisations within each industry category there will be a few suggested
organisations - pick an organisation that appeals to you (e.g. Jetstar /Virgin).
Once you know your group and have chosen your organisation, you need to visit the
organisation’s official website and join at least two social media sites of the nominated
organisation where you can find a ‘community of users’- e.g. YouTube/ Twitter/ Facebook. You
need to engage/make comments on these sites to interact with the organisation and
‘community of users’ on the topic (CSR) as part of the living case study assessment.
To complete the task, you need to:
1. For your 1st 1,000 word post:
Post on organisation’s official social media sites a question related to CSR and
their stakeholders and then evaluate the response from the organisation and/
or other people in the site (remember that non-response is a response too).
Post onto MKT501 i2 discussion forum your 1st 1,000-word response based on
the key issues within the nominated topic (CSR) and your evaluation of the
interaction with the organisations/community sites.
2. For your 2nd 1,000 word post:
Read through and select a fellow student’s post and reflect and compare your
own experience with the experience of this fellow student’s response
Now write your 2nd 500 word response and post onto MKT501 i2 discussion board. In your
response analyse the practices of marketing and link the varying experiences as described by
your fellow student’s response to your own experience drawing out implications and
conclusions as part of your response.
Topic
Task opens- you need to
post your question to the
social media site of your
chosen org
Final submission date (by
midnight) of in our i2 site
Corporate Social
Responsibility: Collecting
data and marketing to a
range of stakeholders
March 13 (waiting for
responses)
A2 (Post 1) due March 22 (i2
Discussion board)
Review of your peers:
Choose one other student in
your group (who did a
different organisation) and
reflect on their comments
and experiences of
marketing practices
compared to your own
A2 (Post 2) due April 5 (i2
Discussion board)
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More information on how to complete this assessment will be provided on Interact 2
RATIONALE
This assessment task will assess the following learning outcome/s:
• be able to assess and explain the nature of marketing and marketing management in
contemporary organisations.
• be able to find relevant and important information about organisations, their
industries and marketplaces from secondary sources.
• be able to discover and evaluate how contemporary issues of environment, social
media and other technology, society and Corporate Social Responsibility (CSR) might
affect marketing.
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MARKING CRITERIA AND STANDARDS
Criterion
Student contribution
to online discussion/
living case study (20
marks in total)
HD (100-85)% Distinction
(84-75)%
Credit (74-65)% Pass (64-50)% Fail (below 50%)
Theoretical
foundations:
Comprehensive and
insightful theoretical
discussion that
synthesises, assesses
and explains the
nature of marketing
concepts for each
topic area (2marks)
Critical analysis
of concepts:
including
definitions,
descriptions and
a comprehensive
and insightful
theoretical
discussion that
assesses and
synthesises the
theoretical
concepts
Critical analysis of
concepts:
including
definitions,
descriptions and a
comprehensive
theoretical
discussion that
assesses and
synthesises the
theoretical
concept
Critical analysis of
concepts: including
definitions,
descriptions and a
comprehensive
theoretical discussion
that assesses and
synthesises the
theoretical concept
Comparison of
concepts: including
definitions,
descriptions and a
theoretical discussion
that assesses and
explains the
theoretical concept
Comparison of concepts:
including definitions,
descriptions and a
theoretical discussion
that assesses and
explains the theoretical
concept
Application and
experiences:
Contribution
evaluates and
contextualises
theoretical concepts
Contribution
evaluates and
contextualises
theoretical
concepts and
critically applies
Contribution
directly links and
evaluates
theoretical
concepts and
clearly, logically
Contribution includes
discussion of
theoretical concepts
with comparisons
using two marketbased
touch points to
Contribution links the
theoretical concept for
the topic and explores
their relevance to two
market-based touch
points and applies this
No contribution made or
contribution does not
link theory and market
issues, does not include
two market based touch
points to create a
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and critically applies
them to two market
based touch point
Discovers and
evaluates how
contemporary issues
might affect
marketing. Marks
(3marks)
them to two
market-based
touch points and
interprets a reallife
business
context that is an
explicit logical,
insightful and an
extensive
evaluation of the
impact and
implications of
market based
issues on
marketing
practice
and explicitly
applies two touch
points to market
based issues and
explores the
implications and
influence on
marketing practice
market based issues
and explores how it
can influence
marketing practice
to contemporary
market based issues
and how it can
influence marketing
practice
discussion on marketing
practice
Research: Find
relevant and
important
information
Outstanding research
using a range of
relevant and valid
academic and
industry sources.
Evaluation of sources:
Validity and reliability
of secondary sources
(3 marks)
Finds relevant
and important
information
Outstanding
research using an
extensive range of
relevant and valid
academic and
industry sources.
Comprehensive
evaluation of
sources: Validity
and reliability of
Finds relevant and
important
information
Research using a
range of relevant
and valid
academic and
industry sources.
Insightful
Evaluation of
sources: Validity
and reliability of
secondary sources
Finds relevant and
important
information
Research using a
range of relevant
academic and
industry sources.
Clear evaluation of
sources: Validity of
secondary sources
Finds relevant and
important information
Research using a range
of relevant academic
and industry sources.
Clear evaluation of
sources: Validity of
secondary sources
Did not find relevant and
important information
Limited or no research
using a range of relevant
and valid academic and
industry sources.
No evaluation of sources:
Validity and reliability of
secondary sources
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secondary
sources
Referencing:
Use of APA 6th style
and application for intext
and reference list
(2marks)
APA style
referencing used
both for in-text
application and
reference list-
Error free
referencing using
APA in style and
application
APA style
referencing used
both for in-text
application and
reference list- very
errors in use of
APA referencing in
style and/or
application in use
of APA
APA style referencing
used both for in-text
application and
reference list-minor
errors in style and/or
application in use
APA style referencing
used both for in-text
application and
reference list- major
style and/or
application errors in
use of APA
No referencing and/ or
use of APA referencing
style and application
Peer Evaluation
(final post only)
Reflective, respectful
and insightful
evaluation of the
context of your peer’s
experience, with a
clear synthesis and
analytical discussion
of your engagement
of two market based
touch points with
marketing practice in
real-time (10marks)
Reflective,
respectful and
insightful
evaluation of the
context of your
peer’s experience,
clear synthesis
and analytical
discussion of your
own engagement
of two market
based touch
points with
marketing
practice in real-
Reflective,
insightful
evaluations of the
context of your
peer’s experience,
with a clear
synthesis and
analysis of two
market based
touch points and
to your own
experience of realtime
marketing
activity
Presented a reflective
evaluation of the
context of your peer’s
experience, with clear
analysis and links
between two market
based touch points
and the experiences
of your peers and
your own experiences
of realtime marketing
activity
Presented a reflective
evaluation of the
context of your peer’s
experience, with clear
analysis and links
between two market
based touch points
and the experiences of
your peers and your
own experiences of
realtime marketing
activity
Lack of insights and
evaluation of the context
of their peer’s
experience, did not
present a synthesised or
analytical reflection, did
not reflect on the two
touch points of
marketing practice
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time
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Assessment item 3 - Segmentation, Target market and
Positioning (STP)
Value: 35%
Due Date: 17-May-2020
Return Date: 09-Jun-2020
Length: 10-15 slides (max)
Submission method options: Alternative submission method
TASK
Assessment 3 is a presentation, and also a strong foundation for assessment item 4. The
presentation should only include 10 -15 slides (excluding referencing and title page) and
should not be more than 10 mins of narration.
1 page written summary/blurb of your consumer profile presentation- highlighting the key
points (max 500 words).
Carefully choose an organisation that you are interested in (or work for) and one of their
specific products. Imagine you a marketing consultant and you have been hired to review and
make recommendations on their target audience.
Using the concepts of segmentation, targeting and positioning (STP) as a theoretical
framework, and data from secondary market research, construct a primary audience for your
chosen product and design a consumer profile.
Along with the brief one-page summary, the organisation has requested a digital meeting
where you will present your ideas to the chief marketing officer. To do this, you need to create
a presentation, (i.e. PowerPoint with a voice-over narration - using Screencast-o-matic
(https://screencast-o-matic.com/)) pitching your STP to the company.
Inside the presentation you need to include;
• Definitions and descriptions of concepts of STP
• A consumer profile for your chosen product
• Recommendations for positioning statement.
Use your textbook and other theoretical sources and secondary research (be sure to have
reviewed their latest marketing information- i.e. TVC/Youtube ad for their current STP strategy)
as a starting point for your analysis to support and frame your argument.
More information on how to complete this assessment will be provided on Interact 2
RATIONALE
This assessment task will assess the following learning outcome/s:
• be able to find relevant and important information about organisations, their
industries and marketplaces from secondary sources.
• be able to evaluate the key marketing aspects of segmentation, targeting and
positioning (STP) and be able to analyse an organisation's approach to STP.
• be able to discover and evaluate how contemporary issues of environment, social
media and other technology, society and Corporate Social Responsibility (CSR) might
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affect marketing.
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MARKING CRITERIA AND STANDARDS
Criteria High Distinction
(100-85)%
Distinction
(84-75)% Credit (74-65)% Pass (64-50)% Fail (below 50%) Mark
Assimilation &
integration
(depth and
breadth of
analysis and
quality of
research).
Assimilation &
integration (depth
and breadth of
analysis and
quality of
research).
Can reformat a
range of ideas/
information
towards a given
purpose
Can collect/
collate and
categorise ideas
and information
in a predictable
and standard
format
Partially collects/
collates and
categorises
information in a
structured way
No organisation
of ideas and
information
/7
Professional
presentation
(checked for
layout of 1 page
summary, word
count, spelling,
typographical
and grammatical
errors).
Fluent writing
style appropriate
to document.
Grammar and
spelling accurate.
Language fluent.
Grammar and
spelling accurate
Language fluent.
Grammar and
spelling accurate
Meaning
apparent, but
language not
always fluent
Grammar and/or
spelling contain
errors
Meaning unclear
and/or grammar
and/or spelling
contain frequent
errors
/3
Presentation
(visual)
Material is
imaginatively
presented
resulting in clarity
of message and
information
Material is
carefully
structured with
clear message
and visual effect
Material included
is relevant to
topic and has
been structured.
Visual aspect of
presentation is
limited
Material
presented is
relevant but lacks
structure or visual
impact.
Material
presented is
relevant but lacks
structure or visual
impact.
/4
Presentation
(oral)
Imaginative
presentation of
Well structured
and signposted
Clearly structured
and addressed to
Shows some
attempt to
Material is
difficult to /4
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material resulting
in clarity of
message and
information
presentation.
Audible and pace
appropriate to
audience. Visual
aids used to
support the
presentation
audience. Pace
and audibility
satisfactory.
Visual aids used
structure material
for presentation,
pace and
audibility are
satisfactory most
of the time
understand due
to poor structure
and/or pace and
audibility
Soundness of the
use of the
strategy and its
application to
the organisation.
With minimum
guidance can
transform
abstract data and
concepts towards
a given purpose
and can design
novel solutions
Can reformat a
range of ideas/
information
towards a given
purpose
Can collect/
collate and
categorise ideas
and information
in a predictable
and standard
format
Partially collects/
collates and
categorises
information in a
structured way
No organisation
of ideas and
information
/5
APA 6th
Referencing (Intext
and in the
reference list)
Referencing is
consistently
accurate
Referencing is
mainly accurate
Referencing is
accurate
Some attempt at
referencing
Referencing is
absent/
unsystematic
/2
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PRESENTATION
A business style presentation is required that contextualises the use of proper theories in
relation to STP within a specific organisational context. A good communication document/
slides and clear voice over narration that should be presented for your chosen organisation
that is well researched, original and usable will score high marks.
Assessment item 4 - Evaluating marketing strategy and
recommendations
Value: 45%
Due Date: 07-Jun-2020
Return Date: 29-Jun-2020
Length: 3500 words
Submission method options: Alternative submission method
TASK
The Chief Marketing Officer (CMO) liked your STP presentation and asked you to review their
overall marketing mix and current strategies, and then make recommendations for
improvements.
The final assessment (Assessment item 4) is for you to evaluate how well the marketing mix of
the organisation is performing for your chosen organisation from Assessment 3.
Incorporating theoretical concepts into your discussion from chapters 7-13 and with the use of
other theoretical sources and secondary research, please discuss the following:
1. Outline and describe the 8 marketing mix concepts theoretically and apply the components
to one of your products offerings. It is recommended to narrow your analysis to a product line
where multiple products exist. As part of your application be sure to explain and evaluate all of
the 8ps’ of marketing (product, prices, promotion, distribution, partnerships, people,
processes and physical evidence).
2. Given your evaluation of your overall marketing strategies, the competition and broader
contemporary issues facing marketers today, provide recommendations for your organisation.
Your recommendations should focus on each of the 8ps and illustrate how contemporary
issues may impact on your organisation and its marketing strategy.
For example, for this report, contemporary issues may include, but are not limited to,
Corporate Social Responsibility, social media interactions, advances in technology, ethical
concerns, environmental concerns and globalisation etc. Higher marks will be rewarded to the
student who are able to identify the contemporary issue/s and creatively involve within the
discussion.
More information on how to complete this assessment will be provided on Interact 2
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RATIONALE
This assessment task will assess the following learning outcome/s:
• be able to assess and explain the nature of marketing and marketing management in
contemporary organisations.
• be able to apply the marketing mix and aspects of branding and positioning to a
specific target market and be able to evaluate competitors' programs.
• be able to discover and evaluate how contemporary issues of environment, social
media and other technology, society and Corporate Social Responsibility (CSR) might
affect marketing.
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MARKING CRITERIA AND STANDARDS
Criteria High Distinction
(100-85)% Distinction (84-75)% Credit (74-65)% Pass (64-50)% Fail (below 50%)
Communication
Skills
This is about the
presentation of the
work including
:Structure, Format,
Grammar, including
images
Value 10%
Grade range 0-5
marks
Free of grammatical
errors
Structure and format
were clear Sentences
were well
constructed.
Language was
concise. Excellent use
of diagrams, images
and tables that were
both visually
appealing as well as
clearly relevant and
explained
Free of grammatical
errors
Structure and format
were clear Sentences
were well
constructed.
Language was
concise. Excellent use
of diagrams, images
and tables that were
both visually
appealing as well as
clearly relevant and
explained
Some grammatical
errors,
sentences were clear
and complete clear
structure and
formatting using
headings, and sub
headings, some
illustrations and
diagrams, but not
explained and only
decorative
Some grammatical
errors,
sentences were clear
and complete clear
structure and
formatting using
headings, and sub
headings, some
illustrations and
diagrams, but not
explained and only
decorative
Poor grammar,
spelling,
punctuation,
concepts were not
clear, no paragraphs
or formatting- no
images, tables or
illustrations
Theoretical analysis
skills
This criterion is
about defining,
Clear definitions,
descriptions with
Clear definitions,
descriptions with
Clear and relevant
definitions and
Concepts were
defined, there was an
Concepts were not
defined, described or
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describing and
evaluating the
concepts that were
found when
researching the topic
Value 40%
Grade range 0-15
marks
examples and
analysis of concepts
with highly insightful
and perceptive
comparisons,
evaluations and
conclusions
examples and
analysis of concepts
with comparison,
with clear
evaluations and
conclusions
descriptions with
examples, some
attempt to develop
analysis by
comparing and
contrasting of
concepts
attempt to provide
descriptions with
examples to explain,
limited analysis
evaluated, mainly
listed without
explanation
Application skills
This criterion is
about linking theory
to a specific context,
apply the marketing
mix and aspects of
branding and
positioning to a
specific target market
and be able to
evaluate
competitors'
programs explaining
how it relates to a
product/company,
contemporary issues
and making
recommendations
Value 40%
Grade range for 0-
Described and
identified and
insightful evaluations
were made. The
context was
connected to theory
with exceptional,
logical and
imaginative links.
The market
discussions and
recommendations
were highly relevant ,
realistic and
supported with
explicit connections
to theoretical
arguments
Described and
identified and
insightful evaluations
were made. The
context was
connected to theory
with clear, creative
and logical links.
There were relevant,
well supported
recommendations
and market
discussions with
explicit connections
to theoretical
arguments
Described and
identified. The
context was
connected to theory
with clear links.
There were relevant
market discussion
and
recommendations
were supported
Described and
identified. The
context was
connected briefly to
theory, but the
recommendations
were not well
supported by
arguments
There was no or
limited application to
a business no
examples provided
no recommendations
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15 marks
Referencing Skills
This criterion was
about the application
of APA6th referencing
Value 10%
Grade range 0-5
marks
Both the in text and
end reference list
were consistent in
terms of style and
application of APA6.
Referencing apparent
in all places where
expected.
Both the in text and
end reference list
were consistent in
terms of style and
application of APA6.
Referencing applied.
However style/
application was
inconsistent with
some errors in text/
reference list
There was an
attempt to apply
referencing, but
style and application
were inconsistent
and some points
remain unreferenced
There was limited or
no attempt at in text
or end of text
referencing
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PRESENTATION
Report format should be used for Assessment four.
You need to include an executive summary (includes major and interesting findings) for this
assessment, table of contents etc (please follow closely business report style)
Use meaningful headings and sub- headings (as appropriate) for each of the 8ps of marketing
and each contemporary issue you are addressing in your report
Referencing should use APA 6th edition- see CSU library and feel free to contact your online
study advisor
Tip- remember your word count- you will not be able to discuss everything, so choose the
most relevant issues given your organisation- be sure to justify relevant theories used of your
choice as part of your argument.
Assessment Information
Academic integrity
Academic integrity means acting with honesty, fairness and responsibility, and involves
observing and maintaining ethical standards in all aspects of academic work. This subject
assumes that you understand what constitutes plagiarism, cheating and collusion. If you are a
new student we expect you to complete the modules called Academic Integrity at CSU
(http://student.csu.edu.au/library/integrity/academic-integrity-course).
Charles Sturt University treats plagiarism seriously. We may use Turnitin to check your
submitted work for plagiarism. You can use Turnitin to check for plagiarism
(http://student.csu.edu.au/library/integrity/referencing-at-csu/checking) in your assessments
before submission.
Referencing
Referencing is an important component of academic work. All assessment tasks should be
appropriately referenced. The specific details of the referencing requirements are included in
each assessment task description. Get referencing style guides and help
(http://student.csu.edu.au/library/integrity/referencing-at-csu) to use for your assessments.
How to submit your assessment items
ONLINE SUBMISSION PROCESS
Assessment tasks that are not completed through the Subject site need to be submitted
electronically via Turnitin site by the due date. You will be allowed to add yourself to the
Turnitin class once the class is set up by your Lecturer.
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Unless advised otherwise, all Turnitin submissions are due by midnight (AEST) of the date
specified. Please note that the time and the date of your Turnitin submission will be used to
determine your official submission time.
All textual elements within an assessment must be submitted in a format that is readable by
Turnitin. Specific exceptions, where an assessment requires the insertion of image based
evidence of workings will be outlined in the context of the assessment. Students that
deliberately attempt to insert content of assessments in a format that is not readable by
Turnitin may be subject to Academic misconduct investigations.
Additional Submission Information:
It is recommended that your name, student ID and page number are included in the header
or footer of every page of any assignment. You are also required to rename your assignment
file before you submit via Turnitin as per below protocol:
SUBJECT CODE, SI, SURNAME, STUDENT ID, ASSESSMENT NUMBER, SESSION.
Example – MGT100 SI PATEL 11554466 A3 201730.doc
POSTAL SUBMISSION PROCESS
Under normal circumstances postal submissions will not be accepted for any of the
assessments required.
HAND DELIVERED SUBMISSION PROCESS
Under normal circumstances hand delivered submissions will not be accepted for any of the
assessments required.
ALTERNATIVE SUBMISSION PROCESS
Please see Online Submission above.
Extensions
It is best to complete assessment items by the due date. However, when something
unavoidable comes up an extension may be possible. The following principles are used when
processing extensions
1. For in-session assessment items, an extension request for up to three (3) calendar
days can be made by emailing your subject coordinator directly before the due date. In your
email please state the reason why you need more time as well as what precisely you are
requesting. Supporting documentation is not required. If an extension is requested in the
above format with a valid reason and your request does not disadvantage other students, the
extension will be approved.
2. For in-session assessment items, extension requests of more than three (3) calendar
days must be made via the special consideration form: https://apps.csu.edu.au/specialcons/.
(https://apps.csu.edu.au/specialcons/)The request must be made before the due date and
must include supporting documentation. Acceptable reasons are given in the Special
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Consideration Policy<https://policy.csu.edu.au/view.current.php?id=00298>. Each request will
be considered on a case by case basis. The request may not be granted. The maximum
extension possible will be seven (7) calendar days.
3. If you receive an extension, then you should expect the assessment item and its feedback to
be returned later. If you submit later than the extended due date you will receive late penalties
as per guidelines below.
4. Unless your extension permits otherwise, submissions received 10 days after the original
due date will receive zero.
5. For end of session exams, you can request a supplementary exam via
https://apps.csu.edu.au/specialcons/. (https://apps.csu.edu.au/specialcons/)This request
must be made within 3 working days of the date of exam and must include supporting
documentation. Acceptable reasons are given in the Special Consideration Policy
<https://policy.csu.edu.au/view.current.php?id=00298>. For medical issues, a CSU medical
certificate is required. If the supplementary exam (SX) is awarded then your exam is moved to
the next examination period. In order to preserve exam integrity and manage the logistics of
exams, the timing of a supplementary exam is heavily restricted.
How to apply for special consideration
Academic regulations provide for special consideration to be given if you suffer misadventure
or extenuating circumstances during the session (including the examination period) which
prevents you from meeting acceptable standards or deadlines. Find the form on the Student
Portal Special Consideration, Misadventure, Advice and Appeals (http://student.csu.edu.au/
study/academic-advice) page.
Penalties for late submission
The penalty for late submission of an assessment task (without obtaining the Subject
Coordinator's approval for an extension) will be:
10% deduction per day, including weekends, of the maximum marks allocated for the
assessment task, i.e. 1 day late 10% deduction, or 2 days late 20% deduction.
An example of the calculation would be:
Maximum marks allocated = 20
Penalty for one day late = 2 marks (so, a score of 18/20 becomes 16/20 and a score of 12/20
becomes 10/20).
If an assignment is due on a Friday but is not submitted until the following Tuesday, then the
penalty will be four days (40% deduction or 8 marks in the example above).
Submissions more than 10 days late will be acknowledged as received but will not be marked.
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Resubmission
Under normal circumstances resubmission of assessment items will not be accepted for any of
the assessments required in this subject.
Feedback processes
You will receive feedback in several forms throughout the semester.
You will receive a mark for each assessment except where the assessment has a satisfactory/
unsatisfactory grade type. The mark of the assessment will indicate the grade for that
assessment.
Feedback on your assignment can be viewed on Turnitin after the assignment results are
released. The following are some of the forms of feedback that I may use.
Voice comments
In text comments
Marking rubrics
End of text comments
You may also approach me in class for further clarification or feedback on the assignment.
Assessment return
If your assignment was submitted on time, you should normally expect your marked
assignment to be despatched/returned to you within 15 business days of the due date. If an
assignment is submitted on time but not returned by the return date, you should make
enquiries in the first instance to the Subject Coordinator. If the subject coordinator is not
available, please contact your teaching team using the contact details and consultation
procedures provided on your Interact2 subject site.
Student Feedback & Learning Analytics
Evaluation of subjects
Charles Sturt University values constructive feedback and relies on high response rates to
Subject Experience Surveys (SES) to enhance teaching. Responses are fed back anonymously
to Subject Coordinators and Heads of Schools to form the basis for subject enhancement and
recognition of excellence in teaching. Schools report on their evaluation data; highlighting
good practice and documenting how problems have been addressed. You can view a summary
of survey results via the Student Portal SES Results (https://student.csu.edu.au/study/subjectexperience-
survey-results) page.
We strongly encourage you to complete your online Subject Experience Surveys. You will be
provided with links to your surveys via email when they open three [3] weeks before the end of
session.
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Changes and actions based on student feedback
We always take feedback from students in previous cohorts of the subject and make
appropriate changes to the current version of subject.
In this subject however no changes were deemed necessary
Learning analytics
Learning Analytics refers to the collection and analysis of student data for the purpose of
improving learning and teaching. It enables the University to personalise the support we
provide our students. All Learning Analytics activities will take place in accordance with the
Charles Sturt University Learning Analytics Code of Practice. For more information, please visit
the University's Learning Analytics (http://www.csu.edu.au/division/student-learning/home/
analytics-and-evaluations/learning-analytics) website.
Data about your activity in the Interact2 site and other learning technologies for this subject
will be recorded and can be reviewed by teaching staff to inform their communication,
support and teaching practices.
Based on past analytics, changes made to the subject included rubrics and forum discussions.
Services & Support
Your Student Portal (http://student.csu.edu.au/) tells you can how you can seek services and
support. These include study, admin, residential, library, careers, financial, and personal
support.
Develop your study skills
Develop your study skills (https://student.csu.edu.au/study/skills) with our free study services.
We have services online, on campus and near you. These services can help you develop your
English language, literacy, and numeracy.
Library Services
CSU Library (https://student.csu.edu.au/library) provides access to the eBooks, journal
articles, books, and multimedia resources needed for your studies and assessments. Get the
most out of these resources by contacting Library staff either online or in person, or make use
of the many Library Resource Guides, videos and online workshops available.
Policies & Regulations
This subject outline should be read in conjunction with all academic policies and regulations.
Please refer to the collated list of policies and regulations relevant to studying your subject(s)
(http://student.csu.edu.au/administration/policies-regulations-subjects) which includes links
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to Charles Sturt University's Policy Library (http://www.csu.edu.au/about/policy) - the sole
authoritative source of official academic and administrative policies, procedures, guidelines,
rules and regulations of the University.
Subject Outline as a reference document
This Subject Outline is an accurate and historical record of the curriculum and scope of your
subject. Charles Sturt University's Subject Outlines Policy (https://policy.csu.edu.au/
view.current.php?id=00267) requires that you retain a copy of the Subject Outline for future
use such as for accreditation purposes.
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