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Marketing 20% of course time (20 hours)Principal focus: The focus of this topic is to develop an understanding of the nature and role of marketing in a business and the main elements involved in the development and implementation of successful marketing strategies.OutcomesH1.2 critically analyses the role of business in AustraliaH2.1 describes and analyses business functions and operations and their impact on business successH3.2 evaluates the effectiveness of management in the organization and operations of business and its responsiveness to changeH4.1 critically analyses the social and ethical responsibilities of managementH5.1 selects, organizes and evaluates information and sources for usefulness and reliabilityH5.2 plans and conducts an investigation into business to present the findings in an appropriate business formatH5.3H5.3 communicates business information, ideas and issues, using relevant business terminology and concepts in appropriate forms.ResourcesSites with good approaches to marketing include:The Sydney Morning Herald for all the latest information, including the marketing page on Thursdays and Icon on Saturdays. Earth's biggest selection the worldwide retailer of books, CD-ROMs etc.Triple j triple j triple j web site for radio station Triple JThe village web site for Triple MNational Rugby League for the latest from the National Rugby LeagueCoca Cola the headquarters for CokeAmerican Express Australia home has some good business ideasThe small business site is the site for the Small Business Show, essential viewing for all students of business studiesBRW the Business Review Weekly siteCommonwealth Bank of Australia ? try other bank sites tooAustralian Olympic Committee for a wide range of information. Also has good educational materials on marketing.Learn touse existing business case studies to investigate and communicate ideas and issues related to marketing. The focus of these case studies will be to:? analyzes and evaluate marketing strategies for a product or service? analyze the marketing plan of a businessconstruct a marketing plan for a single product/service (real or imaginary).Major Assessment: Imagine that you have developed a new golf ball that floats, glows in the dark, and contains a computer chip that can analyze information about its flight.As the marketer of this new product write a plan which includes:a SWOT analysis for the business and productoutline the target market for the productexplain 3 marketing activities that you could use to promote your productexplain how your plan will achieve the financial objectives of your companyStudents learn about:Teaching and learning strategiesnature and role of markets and marketing (5% 1 hour)?the role of marketing in the firm and in society?types of markets — resource, industrial, intermediate, consumer, mass, niche?production–selling–marketing orientation?the marketing concept — customer orientation, relationship marketing?marketing planning processelements of a marketing plan (25% 5 hours)?situational analysis including SWOT and product life cycle?establishing market objectives?identifying target market?developing marketing strategies implementation, monitoring and controlling — developing a financial forecast, comparing actual and planned results, and revising the marketing strategymarket research process (5% 1 hour)?determining information needs, data collection (primary and secondary), data analysis and interpretationcustomer and buyer behavior (15% 3 hours)?types of customers — people, households, firms, educational institutions, government, clubs and societies, religious organizations?the buying process — buyers and users?factors influencing customer choice — psychological, sociocultural, economic, governmentDiagnostic discussion “What is Marketing”. Write a mindmap. Diagnostic quiz Marketing is "a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others". Discuss.Teacher defines and students discuss market types, customer orientation, relationship marketing, marketing activities and the marketing planning process. Rewrite mindmap. Write a short response to the question “What is marketing?”Analyse a Gatorade marketing plan and determine which elements are addressed and which are not. Suggest improvements. Mindmap the components of a marketing plan.Imagine that you have developed a new golf ball that floats, glows in the dark, and contains a computer chip that can analyze information about its flight. As the marketer of this new product write a plan which includes:a SWOT analysis for the business and productoutline the target market for the productexplain 3 marketing activities that you could use to promote your productENERGO is a new fruit-based drink that contains high levels of caffeine and sugar. The manufacturer would like the drink to be seen as a healthy product. Market research results show that 75% of 8–12 year olds would like ENERGO sold at their school canteen. Outline ONE method of primary data collection that could have been used to obtain this market research result. Short answer.Create an animoto clip of the main influences on customer choice. Use a text and the internet to collect appropriate ideas, images and music to build the short movie.Students learn about:Suggested teaching and learning strategiesdeveloping marketing strategies (35% 7 hours)?market segmentation and product/service differentiationThe four Psproduct and service–positioning–branding–packaging?price including pricing methods — cost, market and competition-based–pricing strategies/tactics — skimming, penetration, loss leaders, price points–price and quality interaction?promotion–elements of the promotion mix — personal selling, advertising, below-the-line promotions, public relations–the communication process including opinion leaders and word of mouth?place/distribution–distribution channels and reasons for intermediaries–channel choice including intensive, selective, exclusive–physical distribution issues including transport, warehousing, inventory?environmental effects on distribution — technology, local government Scenario: Students identify the segments within a school population. What characteristics do you choose to identify the segments? What different types of musical and film products and services would you offer to the different segments? How would you differentiate these products from their competitors? Define the key terms and discuss: product line, mix, lifecycle, positioning, branding and packagingWatch three competitive ads and discuss how they are positioning their brands and products differently from each other A business sells a perfumed hair gel under the KoolTop brand. It now wants to market a cheaper non-perfumed hair gel. Describe ONE advantage and ONE disadvantage of marketing the non-perfumed hair gel under the KoolTop brand.Web and text research: create a list of pricing strategies with paraphrased definitions and examples of applications. Discuss and refine.Possible starting point: Constructive learning exercise. Student creates a mindmap of marketing communications tactics. Teacher asks open and closed questions to build the map. Finally, student suggests an appropriate mix for Gatorade. Compare work with Riley, T. (2007) Business Case Study: Gatorade in Business Studies Review 13(3) pp. 13-16. Revise mindmap.Teacher description of the role and types of distributionRetake the quiz Students learn about:Suggested teaching and learning strategiesSuggested teaching and learning strategiesethical and legal aspects (15% 3 hours)?environmentally responsible products?other issues including creation of needs, impacts of retail developments, sugging (selling under the guise of research)?role of consumer laws in dealing with–deceptive and misleading advertising–price discrimination–implied conditions–warranties–resale price maintenance.Discuss and complete Q. 25 of the 2009 HSC exam.Read and discuss the PowerPoint Marketing-Ethical. Do past exam multiple choice, short answer and extended response questions related to marketing. ................
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