MKT2015 Creating Marketing Value
|Semester 1, 2019 On-campus Springfield|
|Short Description:||Creating Marketing Value|
|Faculty or Section :||Faculty of Business, Education, Law and Arts|
|School or Department :||School of Management and Enterprise|
|Student contribution band :||Band 3|
|ASCED code :||080505 - Marketing|
|Grading basis :||Graded|
Examiner: Michael Gardiner
Enrolment is not permitted in MKT2015 if MKT2012 has been previously completed.
The value in marketing is often understood as the consumer’s perceived value of the product (goods and services). Their perception of the product includes more than just the objective product – the product unrelated to them. So, the product they perceive has an extra subjective component. When the consumer subjectively perceives the value of the product, it can include a higher or lower value to them. In this course, we explore ways in which the producer can create or extend the value that the consumer perceives. In doing so, we will also explore the producer’s perception of value about the goods and services that they produce.
The crux of marketing theory and practice is about the exchange of value. This course explores the concept of value creation and management. On the journey, the students develop an appreciation for the objective and subjective dimensions of value, and explore factors influencing the production and management of value and its purpose in the exchange. At the conclusion of the course students should have an understanding of products presented to the market, and the value components used by the parties involved in a successful exchange, which are elements all business professionals, accountants, engineers, psychologist and communicators must have an appreciation for the value they develop and present to the market.
On successful completion of this course students should be able to:
- demonstrate an understanding of marketing value, its theories, concepts and practices; and apply these to real-world marketing organisations
- perform a comprehensive value analysis for any given product and market exchange and justify recommendations for managerial action in the contemporary business environment
- demonstrate information literacy by accessing and citing appropriate information to complete assessment tasks
- demonstrate problem-solving, planning, decision-making, and ethical consideration through the application of the case analysis.
|1.||Reflection and development of critical distance in reviewing foundation marketing theory||5.00|
|2.||Introduction to value, products, and exchange types||10.00|
|3.||Value, ethics and corporate social responsibility||10.00|
|4.||Product type implications on value||10.00|
|5.||Exchange type implications on value||10.00|
|6.||Value creation (co-creation, co-production, and other value dimensions)||15.00|
|7.||Product development process||10.00|
|8.||The role of pricing in the value exchange||10.00|
|9.||The role of channel design in the value exchange||10.00|
|10.||Sustain value for suppliers and buyers.||10.00|
Text and materials required to be purchased or accessed
ALL textbooks and materials available to be purchased can be sourced from USQ's Online Bookshop (unless otherwise stated). (https://omnia.usq.edu.au/textbooks/?year=2019&sem=01&subject1=MKT2015)
Please contact us for alternative purchase options from USQ Bookshop. (https://omnia.usq.edu.au/info/contact/)
Student workload expectations
|Description||Marks out of||Wtg (%)||Due Date||Notes|
|ASSIGNMENT 1||100||15||26 Mar 2019|
|ASSIGNMENT 2||100||40||07 May 2019|
|ASSIGNMENT 3||100||45||28 May 2019|
Important assessment information
Online: There are no attendance requirements for this course. However, it is the students' responsibility to study all material provided to them or required to be accessed by them to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration.
On-campus: It is the students' responsibility to attend and participate appropriately in all activities (such as lectures, tutorials, laboratories and practical work) scheduled for them, and to study all material provided to them or required to be accessed by them to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration.
Requirements for students to complete each assessment item satisfactorily:
To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks. (Depending upon the requirements in Statement 4 below, students may not have to satisfactorily complete each assessment item to receive a passing grade in this course.)
Penalties for late submission of required work:
Students should refer to the Assessment Procedure http://policy.usq.edu.au/documents.php?id=14749PL (point 4.2.4)
Requirements for student to be awarded a passing grade in the course:
To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course.
Method used to combine assessment results to attain final grade:
The final grades for students will be assigned on the basis of the aggregate of the weighted marks obtained for each of the summative assessment items in the course.
There is no examination in this course
Examination period when Deferred/Supplementary examinations will be held:
University Student Policies:
Students should read the USQ policies: Definitions, Assessment and Student Academic Misconduct to avoid actions which might contravene University policies and practices. These policies can be found at http://policy.usq.edu.au.