24109 Marketing and Customer Value
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Credit points: 6 cp
Subject level:
Undergraduate
Result type: Grade and marksThere are course requisites for this subject. See access conditions.
Anti-requisite(s): 24108 Marketing Foundations
Description
In a changing world, organisations are increasingly called to respond to the needs and wants of customers and other external stakeholders. This subject covers the basic principles of marketing and focuses on the customer. As well as the traditional 4P’s (Product, Price, Place and Promotion), students explore a more consumer-based perspective on the marketing mix to include the 4 C’s of marketing – Consumer wants and needs, Cost, Convenience, and Communication. The subject also places a special focus on cultivating knowledge and skills related to analysing competitors, digital and non-digital communication, and developing strategies for generating customer value.
Subject learning objectives (SLOs)
| 1. | Explain the concepts of marketing and how these apply to profit and not-for-profit organisations involved in the domestic, international and global markets |
|---|---|
| 2. | Evaluate the factors that influence demand for products and services and apply appropriate strategies in order to facilitate effective exchanges between the customer and marketer |
| 3. | Explore customer attitudes and behaviour to propose strategies for the development of a marketing communication campaign |
| 4. | Effectively present a marketing communication strategy plan |
| 5. | Review and examine the different research methods used by marketers and what they reveal about consumer behavior |
Contribution to the development of graduate attributes
This subject contributes to the development of the following graduate attributes:
- Intellectual rigour and innovative problem solving
- Communication and collaboration
- Professional and technical competence
This subject contributes specifically to introducing the following program learning objectives for the Bachelor of Business:
- Apply evidence, creativity and critical reasoning to solve business problems (1.1)
- Communicate information clearly in a form appropriate for its audience (2.1)
- Apply technical and professional skills to operate effectively in business (4.1)
Teaching and learning strategies
The subject will be taught using a combination of large class activities, smaller interactive tutorials, and on-line learning activities.
Large Class Lectures
- Delivery of core constructs and frameworks - The large classes will teach students core constructs and frameworks from marketing. These constructs and frameworks will help students think of marketing problems in a critical way, help them understand and communicate in the language of marketing, and encourage them to think of marketers’ roles in the era of corporate social responsibility.
- Learning of real world examples and case studies - In addition to the core constructs and frameworks, the large class lectures will cover analysis of real world examples and case studies. These will emphasise digital marketing examples (e.g. online platforms, geofencing, digital rights management) given their importance in the current marketing landscape. These examples and case studies will help students learn how the core constructs and frameworks they learn are being applied to solve real marketing problems.
- Additional learning - In addition to assigned textbook readings, videos and/or case studies will be provided online prior to the lectures. Students are expected to review the readings as well as online materials and to be able to add to the discussion on the material with other students during the class.
Smaller Interactive Tutorials
- In-depth discussions - Tutorials provide an opportunity to discuss issues and ideas, apply theory as well as think creatively to solve real-world problems using learning from the lectures. Students are expected to prepare answers to the discussion questions before attending each tutorial. Discussion questions and case studies will be provided to students before each tutorial. Collaborative learning will be facilitated when students work with their peers to answer questions and staff provide feedback in the tutorials.
- Working on Communication Strategy Plan - Significant time in the tutorial will be focused on ensuring students are making progress on their Communication Strategy Plan. The Communication Strategy Plan will let students decide how to address their assigned marketing problem and encourage them to develop creative ways to resolve the problem, building on constructs, frameworks, and case studies learnt in class. Tutors will help guide students in their Communication Strategy Plan and also help students to work together as group – a key skill that will be required for students throughout their university life and careers.
Content (topics)
- The role of marketing within the organization and society
- Strategic marketing and planning
- Digital marketing and communication
- Customer value, behaviour, and insights
- 4Ps: Product, Price, Place and Promotion
- 4Cs: Consumer wants and needs, Cost, Convenience, and Communication
- Ethics and Regulations
- Marketing analytics
Assessment
Assessment task 1: Mid-Session Quizzes (Individual)*
| Objective(s): | This addresses subject learning objective(s): 1 and 2 |
|---|---|
| Weight: | 25% |
| Criteria: | *Note: Late submission of the assessment task will not be marked and awarded a mark of zero. There is no alternative mid-session quiz for this subject. Students who do not attend the faculty based mid-session quiz will have the weighting of that assessment added to the final examination conditional on the students submitting, receiving approval and complying with the requirements of special consideration in accordance with the UTS rules. If the composite mark for the final exam then totals more than 50 percent and the student is in the final subject of their degree, the UTS rules on borderline result (range of 45-49) shall apply whereby students will be allowed to undertake a supplementary final examination. Where a student completes and passes a supplementary examination, the maximum mark awarded for the subject will be 50 Pass. |
Assessment task 2: Marketing Communication Strategy Plan (Group)
| Objective(s): | This addresses subject learning objective(s): 1, 2, 3, 4 and 5 |
|---|---|
| Weight: | 30% |
Assessment task 3: Final Examination (Individual)
| Objective(s): | This addresses subject learning objective(s): 1 and 3 |
|---|---|
| Weight: | 40% |
Assessment task 4: Marketing Research participation (Individual)
| Objective(s): | This addresses subject learning objective(s): 5 |
|---|---|
| Weight: | 5% |
Minimum requirements
Students must achieve at least 50% of the subject’s total marks.
Required texts
Marketing, 6th Edition. Greg Elliott, Sharyn Rundle-Thiele, David Waller, Edward Bentrott, Siobhan Hatton-Jones, Pete Jeans, Stephanie Joshua Anandappa, Pauline Campbell (2023). Milton, Queensland: Wiley, ISBN: 9780730382959.
For the textbook, it is recommended that students buy the e-book.
References
Advertising: An Integrated Marketing Communication Perspective 4E, Belch, G.E., Belch, M.A., Kerr, G., Powell, I, Waller, D. (2019) McGraw-Hill Education Australia Pty Ltd: Australia.
Digital Marketing: A Practical Approach 2nd Edition, Author: Alan Charlesworth, ISBN-13: 978-0415834834