School: Business and Law

This unit information may be updated and amended immediately prior to semester. To ensure you have the correct outline, please check it again at the beginning of semester.

  • Unit Title

    Marketing Leadership
  • Unit Code

    FBL5020
  • Year

    2016
  • Enrolment Period

    1
  • Version

    1
  • Credit Points

    20
  • Full Year Unit

    Y
  • Mode of Delivery

    On Campus
    Online

Description

This unit is a core unit in a number of courses, as such, it provides an introduction to marketing theory and practice. The unit presents marketing as the generator of organisational revenue and is therefore considered essential for all business students. Adopting a contemporary approach to markets, the unit recognises the services sector as the dominant force in modern economies. Additionally, the unit takes a tradigital (traditional/digital) and international approach to marketing. Holistically, the unit explores the key success factors of modern organisations: product leadership, customer intimacy, and operational excellence. The objectives of a marketing philosophy, which are, to increase sales, reduce costs as a percentage of sales, and to build the value of the business are kept at the forefront of discussions.

Learning Outcomes

On completion of this unit students should be able to:

  1. Critique the role of marketing in modern organisations.
  2. Deconstruct and critique a marketing communication strategy that blends a traditional and digital approach to leverage a brand.
  3. Demonstrate an understanding of the components of the total product.
  4. Detail the steps to manage quality, value, satisfaction, trust and build customer advocacy.
  5. Employ and apply the language and concepts of marketing.
  6. Outline the evolution of a marketing philosophy.
  7. Outline the role of a marketing plan as a part of an overall business plan.
  8. Produce a product audit, marketing audit, and a marketing action plan.
  9. Undertake a product audit and a marketing audit to create a marketing plan and a marketing action plan.

Unit Content

  1. Building and maintaining a brand.
  2. Crafting the marketing plan.
  3. Market Research and the marketing plan.
  4. Marketing channels to the customer.
  5. Sales and sales management.
  6. The circle of customer-organisational satisfaction.
  7. The evolution of marketing.
  8. The key concepts of marketing.
  9. The product, customer, market, and situational characteristics.
  10. The total product concept.
  11. Tradigital marketing communication.

Additional Learning Experience Information

The unit is delivered to on-campus and off-campus students. Thirteen three hour seminars are available on-campus, students may also study off-campus through accessing the Blackboard site. Alternatively, students may adopt a mixed, on-campus/off-campus, approach to balance work and study. A number of different approaches will be employed to ensure that the unit learning outcomes are met, for example; a semester case study will synthesise the unit learning, learning vignettes and photographic case studies will provide practical examples of theory, easynotes for each module will provide direction to key topics. Industry leaders will feature as guest lecturers, enabling learners to make the connections between theory and practical application. Assessments will encourage the application of theory to real world examples. Regardless of the mode of delivery, student participation and contribution to the collective knowledge is encouraged; tools within Blackboard will be employed to faciliate this process.

Assessment

GS1 GRADING SCHEMA 1 Used for standard coursework units

Students please note: The marks and grades received by students on assessments may be subject to further moderation. All marks and grades are to be considered provisional until endorsed by the relevant Board of Examiners.

ON CAMPUS
TypeDescriptionValue
TestOn-line test20%
EssayAcademic essay35%
Creative WorkBusiness magazine article45%
ONLINE
TypeDescriptionValue
TestOn-line test20%
EssayAcademic essay35%
Creative WorkBusiness magazine article45%

Text References

  • ^ Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2013). Marketing (9th ed.). Frenchs Forest, NSW; Pearson
  • ^ Solomon, M.R., Hughes, A., Chitty, B., Fripp, G., Marshall, G.W., & Stuart, E.W. (2011). Marketing: Real people, real choices (2nd ed.). Frenchs Forest, NSW; Pearson.
  • ^ Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2012). Principles of Marketing (5th ed.). Frenchs Forest, NSW; Pearson

^ Mandatory reference


Disability Standards for Education (Commonwealth 2005)

For the purposes of considering a request for Reasonable Adjustments under the Disability Standards for Education (Commonwealth 2005), inherent requirements for this subject are articulated in the Unit Description, Learning Outcomes and Assessment Requirements of this entry. The University is dedicated to provide support to those with special requirements. Further details on the support for students with disabilities or medical conditions can be found at the Access and Inclusion website.

Academic Misconduct

Edith Cowan University has firm rules governing academic misconduct and there are substantial penalties that can be applied to students who are found in breach of these rules. Academic misconduct includes, but is not limited to:

  • plagiarism;
  • unauthorised collaboration;
  • cheating in examinations;
  • theft of other students' work;

Additionally, any material submitted for assessment purposes must be work that has not been submitted previously, by any person, for any other unit at ECU or elsewhere.

The ECU rules and policies governing all academic activities, including misconduct, can be accessed through the ECU website.

FBL5020|1|1

School: Business and Law

This unit information may be updated and amended immediately prior to semester. To ensure you have the correct outline, please check it again at the beginning of semester.

  • Unit Title

    Marketing Leadership
  • Unit Code

    FBL5020
  • Year

    2016
  • Enrolment Period

    2
  • Version

    1
  • Credit Points

    20
  • Full Year Unit

    Y
  • Mode of Delivery

    On Campus
    Online

Description

This unit is a core unit in a number of courses, as such, it provides an introduction to marketing theory and practice. The unit presents marketing as the generator of organisational revenue and is therefore considered essential for all business students. Adopting a contemporary approach to markets, the unit recognises the services sector as the dominant force in modern economies. Additionally, the unit takes a tradigital (traditional/digital) and international approach to marketing. Holistically, the unit explores the key success factors of modern organisations: product leadership, customer intimacy, and operational excellence. The objectives of a marketing philosophy, which are, to increase sales, reduce costs as a percentage of sales, and to build the value of the business are kept at the forefront of discussions.

Learning Outcomes

On completion of this unit students should be able to:

  1. Critique the role of marketing in modern organisations.
  2. Deconstruct and critique a marketing communication strategy that blends a traditional and digital approach to leverage a brand.
  3. Demonstrate an understanding of the components of the total product.
  4. Detail the steps to manage quality, value, satisfaction, trust and build customer advocacy.
  5. Employ and apply the language and concepts of marketing.
  6. Outline the evolution of a marketing philosophy.
  7. Outline the role of a marketing plan as a part of an overall business plan.
  8. Produce a product audit, marketing audit, and a marketing action plan.
  9. Undertake a product audit and a marketing audit to create a marketing plan and a marketing action plan.

Unit Content

  1. Building and maintaining a brand.
  2. Crafting the marketing plan.
  3. Market Research and the marketing plan.
  4. Marketing channels to the customer.
  5. Sales and sales management.
  6. The circle of customer-organisational satisfaction.
  7. The evolution of marketing.
  8. The key concepts of marketing.
  9. The product, customer, market, and situational characteristics.
  10. The total product concept.
  11. Tradigital marketing communication.

Additional Learning Experience Information

The unit is delivered to on-campus and off-campus students. Thirteen three hour seminars are available on-campus, students may also study off-campus through accessing the Blackboard site. Alternatively, students may adopt a mixed, on-campus/off-campus, approach to balance work and study. A number of different approaches will be employed to ensure that the unit learning outcomes are met, for example; a semester case study will synthesise the unit learning, learning vignettes and photographic case studies will provide practical examples of theory, easynotes for each module will provide direction to key topics. Industry leaders will feature as guest lecturers, enabling learners to make the connections between theory and practical application. Assessments will encourage the application of theory to real world examples. Regardless of the mode of delivery, student participation and contribution to the collective knowledge is encouraged; tools within Blackboard will be employed to faciliate this process.

Assessment

GS1 GRADING SCHEMA 1 Used for standard coursework units

Students please note: The marks and grades received by students on assessments may be subject to further moderation. All marks and grades are to be considered provisional until endorsed by the relevant Board of Examiners.

ON CAMPUS
TypeDescriptionValue
TestOn-line test20%
EssayAcademic essay35%
Creative WorkBusiness magazine article45%
ONLINE
TypeDescriptionValue
TestOn-line test20%
EssayAcademic essay35%
Creative WorkBusiness magazine article45%

Disability Standards for Education (Commonwealth 2005)

For the purposes of considering a request for Reasonable Adjustments under the Disability Standards for Education (Commonwealth 2005), inherent requirements for this subject are articulated in the Unit Description, Learning Outcomes and Assessment Requirements of this entry. The University is dedicated to provide support to those with special requirements. Further details on the support for students with disabilities or medical conditions can be found at the Access and Inclusion website.

Academic Misconduct

Edith Cowan University has firm rules governing academic misconduct and there are substantial penalties that can be applied to students who are found in breach of these rules. Academic misconduct includes, but is not limited to:

  • plagiarism;
  • unauthorised collaboration;
  • cheating in examinations;
  • theft of other students' work;

Additionally, any material submitted for assessment purposes must be work that has not been submitted previously, by any person, for any other unit at ECU or elsewhere.

The ECU rules and policies governing all academic activities, including misconduct, can be accessed through the ECU website.

FBL5020|1|2