HI5004 MARKETING MANAGEMENT

HOLMES INSTITUTE

FACULTY OF HIGHER EDUCATION

HOLMES INSTITUTE

FACULTY OF HIGHER EDUCATION

UNIT OUTLINE

Holmes Institute is committed to providing the highest quality education in a dynamic, student-centred learning environment. Holmes Institute fosters in its students rational thought, intellectual integrity and social responsibility.

FACULTY OF HIGHER EDUCATION

Holmes Institute Faculty of Higher Education offers business, creativity and ICT courses that combine discipline-based excellence with practical application. The faculty operates on campuses in Melbourne, Sydney, Brisbane, the Gold Coast and Hong Kong.

The faculty offers a Bachelor of Business, Bachelor of Professional Accounting, Bachelor of Fashion Business, Bachelor of Information Systems, Graduate Diploma in Business, Master of Business Administration and a Master of Professional Accounting. Details about the members of the faculty can be found on the homepage of the Faculty of Higher Education at www.holmes.edu.au/pages/schools-and-faculties.

HOLMES INSTITUTE DEGREE PROGRAMS

At Holmes Institute, the degree programs offer domestic and international students the opportunity to study a set of contemporary units in the field of business, creativity and ICT. These units prepare students for the challenges in business environments of the 21st century. These programs emphasise the global and cross-cultural dimensions of business. Teaching utilises a combination of delivery methods and includes critical analysis and case study methods. A combination of exams, case studies and company analysis are used in assessment.

The degree programs of Holmes Institute focus on the following:

• Critical and Creative Thinking
• Communication
• Cooperation and Teamwork
• Digital Literacy

• International Perspective
• Knowledge and Lifelong Learning
• Social Responsibility and Community Engagement

Welcome from the Unit Coordinator, Anh Le

Welcome to HI5004 where we study Marketing Management. Marketing begins and ends with the customers.

It is about meeting their needs profitably and building relationships.

Marketing Management aims to get, keep and grow customers. It involves choosing a target market, crafting a unique positioning for the product/service, getting the “marketing mix” right, building brand equity, and creating, communicating and delivering superior customer value.

I look forward to sharing the exciting world of marketing, consumers and brands with you

HI5004 MARKETING MANAGEMENT

UNIT OBJECTIVES & LEARNING OUTCOMES

Upon successful completion of this subject, you will have:

1. An understanding of the theory and practice of marketing management;

2. An understanding of how marketing tools are applied in a variety of business settings;

3. An understanding of how marketing strategy is formulated from market intelligence;

4. Enhanced problem-solving and decision-making abilities in relation to market analysis;

5. An understanding of how companies organize their marketing programs and manage these activities effectively.

UNIT ADMINISTRATION

Students please note:

Holmes Institute provides each student with a Holmes webmail. Faculty and Administrative staff can only communicate with you using your Holmes Institute mail address. Emails from private and/or business email accounts cannot be used and may not be answered.

HI5004 MARKETING MANAGEMENT

STUDENT ASSESSMENT OVERVIEW

Business Presentations

You are expected to arrive for any presentation ahead of time. If you are late for your presentation, you may not be eligible to present and may not receive any marks. Where a business presentation involves a group, it is expected that all group members are present. Unless your lecturer advises otherwise, students are expected to dress in business attire.

Class Tests

For units for which a class test is part of the assessments, you need to follow the instructions by your lecturer to confirm any material allowed in the class test. You also need to follow any relevant announcement on Blackboard that confirm the date/time and venue of the class test. Please note that for some units the test may be held online. Where applicable, your lecturer will provide you with further details.

Final Examinations

Each trimester concludes with the final examinations that are held during a designated examination period. You are expected to be present for the final examinations, which are held during Examination Week, the exact dates/times and venues are announced via your Blackboard. For each unit you will be allocated a designated seat in one of the examination venues. Your examination venue and seat will be confirmed by the end the teaching period of each trimester via your Blackboard.

STUDENT ASSESSMENT DETAILS

Assessment 1: In-class test

Weighting: 20% of total marks

Test will cover topics from Week 1 to Week 5

The class test will be help during the tutorial of Week 6

Multiple choice and short discussion questions

Assessment 2: Group assignment

Marketing strategy development

Group: 4-6 students

Weighting: 30% of total marks

Due: 5pm, Friday Week 10

Length: 3000 words

This length limit includes any text, figures, tables, in-text references, and appendices. This limit does not include the cover page, table of contents, or list of references (at the end of assignment).

Formatting: Report and please ensure that the report includes page numbers on each page.

HI5004 MARKETING MANAGEMENT

Submission: On due date submit in a single hardcopy report to library with FULL safe assign report and the Holmes Institute Cover Sheet attached.

Requirement:

This assignment requires your group to undertake the process of analysing one organisation and its operating environments from a marketing perspective. And then apply the learning from lecture 1-9 in the development of marketing strategy. You will provide an overview of this organisation, as well as detail the type of orientation towards marketing it takes. You are also required to examine and analyse the context and environments in which this organisation operates (its industry and the macro-environmental forces impacting on the industry).

Instructions

The report must address the following issues:

**Please note: It is recommended that you follow the outline presented below and answer each question as it is presented.

Provide a brief description of this organisation and the industry to which it belongs. You may also want to include in this description any mission statements, value statements or ‘slogans’ that this organisation utilizes to communicate its purpose. In describing this organisation, please also identify its orientation towards marketing and provide relevant, detailed and factual supporting evidence to substantiate why you have identified this specific orientation. Finally, include a brief description of the product(s) this organisation offers the market. And comment on what role the brand has in this organisation’s marketing strategy.

Issue 2 (20% of marks for the assignment)

Analyse each of the 5Cs for this organisation:

1. Company – what are the strengths and key resources, what are some of the weaknesses? What are the opportunities and threats?

1. Customers – who is the company serving and what type of behaviour is ‘typical’ from them?

1. Collaborators – describe their suppliers, distributors or other partners that help the company to deliver their products to the market? If company doesn’t have any – explain why it is not necessary.

1. Competitors – who are the current main competitors, are there any potential new threats or new entrants to the marketplace?

1. Context – what other factors affect this organisation (e.g., legal, political, technological, etc.)?

Issue 3 (20% of marks for the assignment)

How does the firm go about collecting information (e.g., market research, market intelligence, etc.) about the 5Cs? For example, how does it learn about?

HI5004 MARKETING MANAGEMENT

1. What customers want?

1. Which competitors pose a threat?

1. How the context of business is changing, if at all?

1. What role collaborators play in the process?

Issue 4: Developing marketing strategy (25% of assignment marks)

Based on the market analyses, outline potential market segments that are available to the chosen organisation.

Recommend and justify:

• a choice of target market(/s)

• a value proposition for the target market(/s).

• a positioning statement for the target market(/s).

Issue 5: Developing marketing tactics (25% of assignment marks)

Recommend and justify a detailed marketing mix (4-7Ps) to support the marketing strategy described in Issue 4.

• In all cases, please remember to justify your argument(s) in this assignment by explaining and providing reasoned arguments for why you have formed your views. Please ensure that you support your arguments by explicitly applying and drawing insights and conclusions from relevant marketing models, concepts and theory covered in the course to date. Do not simply rely on offering personal conjecture or opinions.