Introduction to Marketing 1100 and Chapter 1 Introduction

Introduction to Marketing 1100 and Chapter 1: Introduction to marketing Week 1 Curtin College | www. curtincollege. edu. au A member of Navitas | CRICOS Provider Code 02042 G

Lecture Presentation Slides Prepared by Charles Lamb, Joseph Hair, Carl Mc. Daniel & Alison Barker Lecture Slides available on Moodle on the Friday BEFORE the lecture occurs Curtin College | www. curtincollege. edu. au A member of Navitas | CRICOS Provider Code 02042 G

Week 1: Lecture • Introductions & Resources • Announcements • Lecture/seminar Structure • Assessment Details/Unit Outline/General Information • Chapter 1 Introduction to marketing Curtin College | www. curtincollege. edu. au A member of Navitas | CRICOS Provider Code 02042 G

Week 1: MKT 1100 Unit Moderator Alison Barker bark@learning. cic. wa. edu. au Curtin College | www. curtincollege. edu. au A member of Navitas | CRICOS Provider Code 02042 G

Week 1: MKTG 8 8 th Edition, Lamb, C. J Hair and C Mc. Daniel Available on campus as a paperback book or an e. Book both come with an i. Study from Curtin University Bookshop South Western Cengage Learning Curtin College | www. curtincollege. edu. au A member of Navitas | CRICOS Provider Code 02042 G

Resources Student Portal/Moodle – http: //www. Curtin College. edu. au/ Access is via Curtin College’s website under My. CIC The Student Portal/Moodle is provided to all Curtin College students. This is a CRITICAL component of your learning and you must access it regularly to find learning activities, announcements, grades and other aids to your learning. Curtin College | www. curtincollege. edu. au A member of Navitas | CRICOS Provider Code 02042 G

Queries When submitting queries or documents via email (which are related to this unit) to their lecturer, or to the Unit Moderator, students must include the following or their emails will be returned unanswered: • Their full “OFFICIAL” name as indicated by Curtin College records + any other names they are known by. • Their student number • The location where they are taking this unit. • Their class time and day as well as their lecturer’s name. • Relevant title to the query. Failure to include the above information will cause your email to be returned to you unanswered! THIS INFORMATION IS IN YOUR UNIT OUTLINE so you find where it is for your future reference. Curtin College | www. curtincollege. edu. au A member of Navitas | CRICOS Provider Code 02042 G

Assessments Assessment Tasks Worth Due Unit Learning Outcome Assessed 30% Due: Week 6 – Friday 5/12/2014 by 4 pm submit to reception on level 1 building 205 (if submitting after hours then submit in the assignment drop box building 205 level 2) 1, 2, 4 Promotion Presentation/Pitch 25% (Group) Participate in class in week 10 exact time and date will be provided by Lecturer Marketing Report (Individual) Participation Cases throughout trimester 10% Submission of 3 individual seminar cases (student decides which of the cases that are assigned that they’d like to submit during the course of the trimester). 5% if all 3 are submitted. (0 if submit 0 or only 1 or 2) 2, 3, 4, 5 During seminar case discussions throughout the trimester, student must serve at least once in each role: Discussant, Scribe, Team Leader. 5% if served in all 3 roles. (0 if serve in 0 or only 1 or 2 roles) Exam TOTAL 35% Curtin College | www. curtincollege. edu. au 100% Examination Week 1, 2, 3, 4 A member of Navitas | CRICOS Provider Code 02042 G

Week 1: Chapter 1 –Introduction to marketing/Introduction to lecturer, unit and seminar members. Introduce Marketing Report, Communication Skills Workshop – Academic Writing. PELA test Week 2: Chapter 4: The marketing environment and market analysis/Ch. 1 Review, Introduce Marketing Report, Communication Skills Workshop – Formatting Reports/Assessments. PELA test for latecomers. Week 3: Chapter 6: Consumer Behaviour/Ch. 4 Review, The Australian Music Industry video case discussion, Promotion presentation/pitch team formation & briefing Week 4: Chapter 8: Segmenting and targeting/ Ch. 6 review Communication Skills Workshop – Referencing and Plagiarism. Brief students on report. Week 5: Chapter 10: Products/Ch. 8 review, Mercedes-Benz (3 Ads) case discussion, Curtin College | www. curtincollege. edu. au A member of Navitas | CRICOS Provider Code 02042 G

Week 6: Chapter 11: Managing and Developing Products/ Ch. 10 Review, Red Bull case discussion, Marketing Report due by 4 pm Friday 11/04 Bentley Students – please check with local lecturer for your location due date and time. Week 7: Chapter 15: Marketing communications/ Ch. 11 Review, New product discussion. Week 8: Chapter 16: Promotion/Ch. 15 Review, Bud Light case discussion. Week 9: Chapter 14: Marketing Channels and Retailing/ Ch. 16 review. Communication Skills Workshop – Oral Presentation Skills. Promotion Presentation/Pitch - Show lecturer progress and work within groups in class. Week 10: Promotion Presentations/Pitches by all Groups in class time. No lecture Curtin College | www. curtincollege. edu. au A member of Navitas | CRICOS Provider Code 02042 G

Week 11: Chapter 19 and 20: Setting the price/ Tesco video case discussion Week 12: Overview of Marketing 1100 and Review for Exam/Review for Exam Curtin College | www. curtincollege. edu. au A member of Navitas | CRICOS Provider Code 02042 G

How to pass… Notice that there is a possible assessment in 6 out of 12 seminars – KNOW THE DUE DATES – FRONTLOAD YOUR TRIMESTER. • Possible cases you could turn in and roles you could play – remember only 3 cases and 3 roles. Could get both these taken care of by end of week 6 • Marketing Report – must be submitted electronically by 4 pm Friday 15/08 (consult local lecturer for exact date and time for your location) which is the end of Week 6. • Promotion Presentations/Pitches – to be presented in classes during week 10. • Final exam Curtin College | www. curtincollege. edu. au A member of Navitas | CRICOS Provider Code 02042 G

You MUST be prepared – for EACH 4 hour seminar you need to have spent 6 hours BEFORE class reading and preparing any assignments. That’s 9 hours/week for each unit you are taking. • Show up to seminars • Take notes • Read your notes once you leave class • When given the practice exam questions (ONLY distributed in the lectures – NOT posted) – form a study group and work out ideal answers. • Stay on top of deadlines (previous slide) There is no DOING MARKETING REPORT AND PROMOTION PRESENTATION AT THE LAST MINUTE Curtin College | www. curtincollege. edu. au A member of Navitas | CRICOS Provider Code 02042 G

WARNING: If you try to submit previous trimesters’ project, be aware that it has changed AND if you submit previously assessed work, you will be committing self-plagiarism which is SERIOUS. WARNING: If you are taking this unit because you failed it in a previous trimester, then DO NOT RELY ON PREVIOUS TRIMESTERS’S NOTES – the text has changed and REMEMBER YOU FAILED THEN!! Make a new start, create new habits, stay on top of assessments – BE PREPARED! Curtin College | www. curtincollege. edu. au A member of Navitas | CRICOS Provider Code 02042 G

Referencing style used at CBS is the 16 th edition of the Chicago Author-Date Referencing To pass the unit you need a minimum mark of 50% overall AND have attempted the exam AND attempted the marketing report and promotional presentation AND if you have been identified for ALEPc you must attend at least 80% of ALEPc classes. Curtin College | www. curtincollege. edu. au A member of Navitas | CRICOS Provider Code 02042 G

Must submit Marketing Report hardcopy AND submit electronically to Turnitin - your lecturer will provide you with more details regarding Turnitin registration in coming weeks. Must submit Marketing Report by the Due Date and Time (or apply for and be granted an Assessment Extension BEFORE the Due Date and Time) OR YOU WILL BE subject to late penalties. • The late penalty is 10% of the available marks so since the Marketing Report is worth 100 marks, the penalty is 10 marks per day it is late. • This includes weekends and public holidays. • If you do not submit your assignment to Turnitin you will receive your returned assignment late. Curtin College | www. curtincollege. edu. au A member of Navitas | CRICOS Provider Code 02042 G

HIGHLIGHT ASSESSMENT EXTENSION PROCEDURES AND FORM IN YOUR UNIT OUTLINE SO YOU KNOW WHERE IT IS. Your lecturer and the unit moderator have to approve Assessment Extension applications. • DO NOT CONTACT YOUR LECTURER AT THE LAST MINUTE • DO WHAT THE UNIT OUTLINE SAYS TO DO • Completed form AND Suitable documentation • Without both, extension is NOT considered NOR granted Curtin College | www. curtincollege. edu. au A member of Navitas | CRICOS Provider Code 02042 G

Assignment marking – allow 2 weeks turnaround for moderation Finally - WELCOME TO TERTIARY EDUCATION where you are expected to take responsibility for your own learning. • I will NOT discuss all the slides in the lecture. • You can read and you are responsible for the content discussed on all slides. Now on to the actual discussion of Marketing Curtin College | www. curtincollege. edu. au A member of Navitas | CRICOS Provider Code 02042 G

Chapter 1: Introduction to marketing Summary: • provide an overview of marketing and the marketing process • recognise that marketing involves a mutually beneficial exchange of value • discuss the importance of ethics and corporate social responsibility in marketing • explain the elements of the marketing mix • discuss how marketing improves business performance, quality of life and benefits society Curtin College | www. curtincollege. edu. au A member of Navitas | CRICOS Provider Code 02042 G

Marketing is… 1. A philosophy, an attitude, a perspective, or a management orientation that stresses customer satisfaction. 2. An organizational activity, set of institutions, and processes. Curtin College | www. curtincollege. edu. au A member of Navitas | CRICOS Provider Code 02042 G

Exchange At Least Two Parties Something of Value Conditions for Exchange Communication and Delivery Freedom to Accept or Reject Desire to Deal with Other Party Curtin College | www. curtincollege. edu. au A member of Navitas | CRICOS Provider Code 02042 G

The Four Marketing Management Philosophies Orientation Production Focus is on… internal capabilities of the firm Sales aggressive sales techniques and belief that high sales result in high profits Market satisfying customer needs and wants while meeting objectives Societal satisfying customer needs and wants while enhancing individual and societal well-being Curtin College | www. curtincollege. edu. au A member of Navitas | CRICOS Provider Code 02042 G

Achieving a Marketing Orientation u Obtain information about customers, competitors, and markets u Examine the information from a total business perspective u Determine how to deliver superior customer value u Implement actions to provide value to customers Curtin College | www. curtincollege. edu. au A member of Navitas | CRICOS Provider Code 02042 G 23

Questions That Help Determine Marketing Philosophy Orientation Focus Production What can we make or do best? Sales How can we sell more aggressively? Marketing What do customers want and need? Societal What do customers want/need, and how can we benefit society? Curtin College | www. curtincollege. edu. au A member of Navitas | CRICOS Provider Code 02042 G

Comparing the Sales and Market Orientations 5 characteristics: • Organization’s focus • Firm’s business • Those to whom the product is directed • Firm’s primary goal • Tools the organization uses to achieve its goals Curtin College | www. curtincollege. edu. au A member of Navitas | CRICOS Provider Code 02042 G

Building Relationships u Customer-oriented personnel u Every employee represents the firm in the eyes of the customer. u u Employee training programs Empowered employees u Employees are given more authority to solve customer problems on the spot. u Teamwork u Emphasizing cooperation over competition while helping a customer. Curtin College | www. curtincollege. edu. au A member of Navitas | CRICOS Provider Code 02042 G

Selling vs. Societal Marketing concept Starting Point Focus Means Ends Factory Existing Products Selling/ Promoting Profits via Volume The Selling Concept Market Customer Needs Integrated Marketing Profits via Customer Satisfaction + Benefits To Society The Societal Marketing Concept Curtin College | www. curtincollege. edu. au A member of Navitas | CRICOS Provider Code 02042 G

Societal Marketing Business philosophy focusing on consumer wants/needs and society’s expectations Less toxic products More durable products Products with reusable or recyclable materials 1. Cars with reduced emissions 2. Fast food without styrofoam packaging 3. Push to reduce plastic shopping bag usage Curtin College | www. curtincollege. edu. au A member of Navitas | CRICOS Provider Code 02042 G

So…. . Good Marketing is about • understanding consumer needs • delivering products and services with superior value • implementing strategies to encourage an exchange • delighting customers • providing solutions to problems • having excellence in distribution Curtin College | www. curtincollege. edu. au A member of Navitas | CRICOS Provider Code 02042 G

Knowing the Firm’s Business: • Ensures a customer focus • Encourages innovation and creativity • Stimulates an awareness of changes in customer preferences Curtin College | www. curtincollege. edu. au A member of Navitas | CRICOS Provider Code 02042 G

Sales vs. Market Orientations Organization’s Firm’s Focus Business For Whom? Primary Profit Goal? Tools to Achieve Sales Orientation Inward Selling goods and services Everybody Maximum Primarily sales promotion volume Market Orientation Outward Satisfying wants and needs Specific groups of people Curtin College | www. curtincollege. edu. au Customer Coordinsatisfacated use of tion marketing activities A member of Navitas | CRICOS Provider Code 02042 G

Why Study Marketing? Important to Society Important to Business Good Career Opportunities Marketing affects you every day! Curtin College | www. curtincollege. edu. au A member of Navitas | CRICOS Provider Code 02042 G

The 4 P’s of Marketing Curtin College | www. curtincollege. edu. au A member of Navitas | CRICOS Provider Code 02042 G 33

1. Definition of marketing 2. Explain needs, wants, demands, exchange, value 3. The evolution of marketing 4. Marketing is NOT just about tangible products 5. Know the 4 p’s NEXT LECTURE: Chapter 2: The marketing environment and market analysis Read it BEFORE I see you again. Marketing Report – get to know your brands! Curtin College | www. curtincollege. edu. au A member of Navitas | CRICOS Provider Code 02042 G

Diagnostic Writing Task PELA test – Post Enrolment Language Assessment • Will take about 30 minutes. • No electronic dictionaries or other devices allowed during your writing. • Treat seriously as this will determine whether you are required to attend ALEPc (Academic Language Enrichment Program. Curtin College | www. curtincollege. edu. au A member of Navitas | CRICOS Provider Code 02042 G

ALEP C Week 1 - PELA Test - Completed in Marketing 1100 Writing skills are assessed Week 2 - Email is sent regarding PELA results Language skills are at required level Language skills are not at required level Week 3 – ALEP starts You have Credit for Recognised Learning (CRL). You do not have to attend ALEP Curtin College | www. curtincollege. edu. au You must attend ALEP to pass MKT 1100 – it is compulsory! A member of Navitas | CRICOS Provider Code 02042 G

Classes attended Classes missed Percentage Co-requisite Status 9 0 100% Co-requisite achieved 8. 5 0. 5 94% Co-requisite achieved 8 1 88% Co-requisite achieved 7. 5 1. 5 83% Co-requisite achieved 7 2 77% Supplementary Required 6. 5 2. 5 72% Supplementary Required 6 3 66% Supplementary Required 5. 5 3. 5 61% Failed to meet co-requisite 5 4 Failed to meet co-requisite 4 5 Failed to meet co-requisite 3 6 Failed to meet co-requisite 2 7 Failed to meet co-requisite 1 8 Failed to meet co-requisite Curtin College | www. curtincollege. edu. au A member of Navitas | CRICOS Provider Code 02042 G

ALEP C • ALEP C begins in Week 3 • Check your timetable on the portal for date and venue • Each ALEP class runs for 2 hours • Your attendance is compulsory • Attendance is active participation in class activities Curtin College | www. curtincollege. edu. au A member of Navitas | CRICOS Provider Code 02042 G