Java程序辅导

MKF1120
Marketing theory and practice
Unit Guide
Semester 1, 2011
The information contained in this unit guide is correct at time of publication. The University has the right
to change any of the elements contained in this document at any time.
Last updated: 27 Feb 2011
Table of Contents
MKF1120 Marketing theory and practice - Semester 1, 2011................................................................1
Chief Examiner:...............................................................................................................................1
Lecturer(s) / Leader(s):....................................................................................................................1
Caulfield...............................................................................................................................1
Tutor(s):.......................................................................................................................................................1
Caulfield...........................................................................................................................................1
Unit synopsis...............................................................................................................................................2
Learning outcomes......................................................................................................................................2
Contact hours..............................................................................................................................................2
Further unit information...............................................................................................................................2
Workload.....................................................................................................................................................2
Unit relationships.........................................................................................................................................2
Prohibitions......................................................................................................................................2
Teaching and learning method....................................................................................................................3
Timetable information......................................................................................................................3
Unit Schedule..................................................................................................................................3
Unit Resources............................................................................................................................................5
Prescribed text(s) and readings.......................................................................................................5
Recommended text(s) and readings................................................................................................5
Library resources.............................................................................................................................5
Blackboard (MUSO).........................................................................................................................5
Q Manual.........................................................................................................................................6
Assessment.................................................................................................................................................7
Assessment Summary.....................................................................................................................7
Faculty assessment policy...............................................................................................................7
Hurdle requirements........................................................................................................................7
Second marking...............................................................................................................................7
Return of final marks........................................................................................................................7
Applications for extension of time....................................................................................................7
Assessment tasks............................................................................................................................7
Assessment task 1...........................................................................................................................8
Assessment task 2...........................................................................................................................8
Assessment task 3...........................................................................................................................9
Examinations.................................................................................................................................10
Examination 1................................................................................................................................10
Special consideration.....................................................................................................................10
Assessment criteria - grading descriptors table.............................................................................11
Appendix....................................................................................................................................................12
MKF1120 Marketing theory and practice - Semester 1, 2011
Chief Examiner:
Dr Erica Brady
Lecturer(s) / Leader(s):
Caulfield
Dr Erica Brady
Lecturer
Phone: +61 3 990 32546
Email: Erica.Brady@monash.edu
Location: Room 18, Building S6, Caulfield
Tutor(s):
Caulfield
______________________
1
Unit synopsis
Introduction to marketing activities undertaken by a wide range of organisations (business, government,
profit, non profit); examines marketing theory, the marketing concept and its evolution from a strategic
and applied perspective. The development of corporate and marketing strategic plans; analysis of an
organisation and marketing's role, value-exchange processes, buyer behaviour, marketing research and
market analysis, the marketing environment, the use of marketing decision making tools; product
concepts, strategies and development; distribution, pricing and communication mix strategies; services
marketing; marketing management, implementation and control processes and procedures.
Learning outcomes
The learning goals associated with this unit are to:
describe the key concepts upon which the practice of marketing is based1. 
recognise these concepts in the marketplace and in everyday life2. 
discuss the role and influence of marketing in the organisational environment3. 
discuss how key marketing concepts can be used in analysing a range of marketing problems.4. 
Contact hours
3 hours per week
Further unit information
When enrolling and allocating into units, students are responsible for ensuring that they are able to
attend all scheduled teaching activities required to study each unit.
Students who are unable to attend scheduled classes throughout the semester should amend their
enrolment, by the published census date (to avoid any penalty), and withdraw from the unit so they will
not be disadvantaged by their inability to attend. If students choose to continue with the unit they accept
full responsibility for this decision and undertake to make their own arrangements to ensure they keep up
to date with the unit.
No alternative arrangements will be made by the Faculty.
Workload
The total time commitment required for this unit is 144 hours. In addition to the 36 hours of class contact
students are expected to devote an additional 108 hours during the semester to studying for this unit. 
This includes time spent in the preparing for and completing assessment tasks, together with time spent
in general study, revision, and exam preparation.
Unit relationships
Prohibitions
MKC1200, MKG1120, MKP1120, MKW1120
MKF1120 Marketing theory and practice - Semester 1, 2011
2
Teaching and learning method
The unit is presented in a 2-hour lecture and a 1-hour tutorial each week. There are 36 hours in total of
class contact time during the semester. However, this time is not sufficient for you to succeed in the unit
and you will need to invest an additional 9 hours per week, incrementally and consistently throughout the
semester, in order to gain the opportunity for a reasonable grade.
University is an environment whereby students must take responsibility for their own learning and
development of knowledge. The lectures are designed to provide you with an overview of the principles
of marketing, but are not a summary of the textbook. They will provide you with examples of the
marketing principles ‘in action’ and they will also provide support for assessment in terms of report
writing, examination skills, etc. In the interests of developing your independent learning skills and
enhancing student participation, lecture outlines will be made available on Blackboard. Lectures are
designed to assist you to achieve the unit objectives listed above. 
The tutorial focus is on both skills development and knowledge development. They are designed to
assist you with assessment and developing the skills listed using marketing knowledge. Please note that
tutorials and lectures are of limited value if you do not prepare in advance. They are a learning resource
for you, not a replacement of your own independent learning.
It is important to understand whilst there are core theoretical marketing principles and processes you
must learn and understand, that there are a few ‘absolutes’ in the marketing of an offer and the correct
answers for marketing any offer may not be found in a textbook.  This unit will attempt to help you build
the cognitive, affective and attitudinal capabilities necessary to be a good marketer though employing
discussion, reading and analysis, and preparation of assignments.
Timetable information
For information on your timetable, including tutorial allocation if required, please refer to:
http://allocate.its.monash.edu.au/
Unit Schedule
Week Key
Dates
Topic References/Readings Tutorial Activity
1 28th
Feb -
4th
March
- Introduction to the
unit.
- What is marketing?
- History and
importance of
marketing.
Kotler et al (2010).
Chapter 1.
Orientation/transition
tutorial
2 7th -
11th
March
- Marketing basics.
- The
microenvironment
Kotler et al (2010).
Chapters 1, 2 and 5.
What is marketing?
3 14th -
18th
March
- The
macroenvironment.
- Marketing
information
Kotler et al (2010).
Chapters 5 and 6.
Marketing
terminology and the
microenvironment
4 21st -
25th
March
- Marketing
research.
- Buyer behaviour .
Kotler et al (2010).
Chapters 6 and 7.
Macro environment
and marketing
information systems
MKF1120 Marketing theory and practice - Semester 1, 2011
3
5 28th
March
- 1st
April
- Buyer behaviour -
the decision making
process.
- Business buyer
behaviour
Kotler et al (2010).
Chapters 7 and 8.
Buyer behaviour
6 4th -
8th
April
- Segmentation.
- Targeting and
positioning.
Kotler et al (2010).
Chapter 9.
Mid-semester
test, in
computer lab,
during your
scheduled
tutorial
7 11th -
15th
April
- What is a product?-
.
- Management of
products
Kotler et al (2010).
Chapters 10 and 11.
Segmentation,
targeting and
positioning (STP)
8 18th -
22nd
April
- Branding.
- Pricing.
Library - essay skills
Kotler et al (2010).
Chapters 10 and 12.
Product
Mid Semester Break
9 2nd -
6th
May
- Price strategies
- Marketing
channels.
Kotler et al (2010).
Chapters 12 and 13
Pricing
10 9th -
13th
May
- Logistics and
retailing
- Integrated
marketing
communication
(IMC).
Kotler et al (2010).
Chapters 14 and 15.
Channels and
distribution
Essay due,
during your
scheduled
tutorial time
11 16th -
20th
May
- Integrated
marketing
communication
(IMC).
Kotler et al (2010).
Chapters 15, 16 and 17.
IMC
12 23rd -
27th
May
- Strategy and
planning.
- Review and exam
preparation.
Kotler et al (2010).
Chapters 3, 4 and 19.
Review and exam
preparation
-
MKF1120 Marketing theory and practice - Semester 1, 2011
4
Unit Resources
Prescribed text(s) and readings
Kotler, P., Brown, L., Burton, S., Deans, K. and Armstrong, G., (2010). Marketing, 8th ed. Pearson
Education.
Recommended text(s) and readings
The review and use of academic and practitioner journals is an important part of building knowledge and
insight into marketing theory and practice.  We recommend that marketing students read the following;
newspapers, magazines and online resources: The Age, The Financial Review, The Australian,
Marketing, B&T Weekly and BRW. These journals will also be very useful in the preparation of
assignments in this and other business units.
Library resources
The Monash University Library provides a range of services and resources that enable you to save time
and be more efficient in your learning and research at URL: http://www.lib.monash.edu.au or via the
Library tab in the my.monash portal.
Blackboard (MUSO)
All unit and lecture materials, plus other information of importance to students, are available
through the MUSO (Monash University Studies Online) site. You can access MUSO via the
My.Monash Portal:  http://my.monash.edu.au
•   
Under “Online Systems” click the MUSO hyperlink
In order for your MUSO unit(s) to function correctly, your computer needs to be set up and certain
programs may need to be installed such as a compatible Java version (eg version 1.5.0). This can easily
be done by going to http://www.monash.edu.au/muso/support/students/browserset.html to update the
relevant software.
You can contact MUSO Support by:
Jobdesk: http://jobdesk.monash.edu.au/login/index.cfm?jobdesk_id=14
Email: muso.support@calt.monash.edu.au
Phone: (+61 3) 9903-1268
Operational hours (Monday – Thursday) – local time
Australia: 8 am to 10 pm (8pm Non Teaching period)
Malaysia: 6 am to 8 pm (6 pm Non Teaching period)
South Africa: 11pm to 1pm (11 am Non Teaching period)
Operational hours (Friday) – local time
Australia: Australia: 8 am to 8 pm
Malaysia: 6 am to 6 pm
South Africa: 11pm to 11 am
MKF1120 Marketing theory and practice - Semester 1, 2011
5
Operational hours (Saturday-Sunday) – local time (Teaching and Exam Period Only)
Australia: 1 pm to 5 pm
Malaysia: 11 am to 3 pm
South Africa: 4 am to 8 am
Further information can be obtained from the following site
http://www.monash.edu.au/muso/support/index.html
Q Manual
You will often be directed to cite the source of the ideas, statistics, direct quotations and general
information that you use to prepare your written assignments. This is important for a number of reasons.
Firstly, it is good professional and ethical conduct to always give due credit to those people whose work
you have borrowed.
Secondly, it is an element of good communication to ensure that your readers can expand their
understanding of your writing by accessing the same sources you have used to formulate your thoughts.
Thirdly, all organisations, including your present or future employer, have written or understood rules of
the behaviour that is valued in that organisation. These rules often include the ways that it communicates
internally and externally. In an academic organisation the intellectual property of other researchers and
writers is highly valued. Citing their work is a way of acknowledging their contribution to scholarship.
For guidelines on referencing and essay writing please refer to the faculty Q Manual.  Copies of this
Manual can be obtained on line at: http://www.buseco.monash.edu.au/publications/qmanual/
MKF1120 Marketing theory and practice - Semester 1, 2011
6
Assessment
Assessment Summary
Within semester assessment: 50%
Examination (2 hours): 50%
Faculty assessment policy
For information regarding assessment policy, please refer to the appendix at the end of this Unit Guide.
Hurdle requirements
There is a hurdle requirement in this unit.
The learning outcomes in this unit require students to demonstrate in the individual summative
assessment task a comprehensive understanding of the topics covered in the unit. This is demonstrated
by the requirement that the student must attain a mark of at least 50% in the final summative
assessment task.
A student’s final mark is normally the sum of the marks obtained in all of the individual assessment items
in the unit. Where a student fails the unit solely because of failure to satisfy the hurdle requirement a
mark of 48 will be returned for the unit.
The individual summative assessment task is the final exam.
Second marking
For information regarding second marking practice, please refer to
http://www.buseco.monash.edu.au/asg/agu/policies/written-assign.html#secmark
Return of final marks
The final mark that a student receives for a unit will be determined by the Board of Examiners on the
recommendation of the Chief Examiner taking into account all aspects of assessment. The final mark for
this unit will be released by the Board of Examiners on the date nominated in the Faculty Calendar.  
Applications for extension of time
For information regarding extensions of time, please refer to
http://www.buseco.monash.edu.au/asg/agu/policies/written-assign.html#extoftime
Assessment tasks
MKF1120 Marketing theory and practice - Semester 1, 2011
7
Assessment task 1
Title:
Mid-Semester Assessment
Learning objectives assessed:
1, 2 and 3
Weighting:
20%
Criteria for assessment:
This test will be based on materials covered during the first 5 weeks of semester,
including lectures, tutorials and chapters one, two, five, six and seven of the textbook. 
Samples of the style of questions will be available on the unit’s Blackboard site during
semester.
Task details:
During tutorials in week 6 of semester. The test will be held in a computer lab, details of
location are available in Allocate+. You will have 45 minutes to complete this test.
This is a closed-book multiple-choice test, to be completed online in a designated Monash
computer lab during your scheduled tutorial time. Further details will be available on the
unit’s Blackboard site in week 4 of semester.
Due date:
Week 6, in tutorials
Return of marks:
Results for the mid-semester test will be given to students by the end of week 7 via
Blackboard, My Grades.
•   
Assessment task 2
Title:
Weekly Tutorial Exercises
Learning objectives assessed:
1, 2, 3 and 4
Weighting:
15%
Criteria for assessment:
This is a series of individual assessment tasks, worth 15% of the marks in the unit (1.66
marks for each of the ten weekly written submissions).
Task details:
Each week during semester (except weeks 1, 6 and 12) there will be a “tutorial exercise”
available for download from Blackboard. You are to complete the exercises every week
prior to your tutorial, and bring typed answers to the tutorial (as evidence that you have
completed the work prior to the tutorial). You will use your answers to contribute to the
tutorial discussion, and you are encouraged to make further handwritten notes on your
typed answer sheet during the tutorial. At the end of the tutorial your answers are to be
handed to your tutor, who will assess them and return them to you in the following tutorial.
Due date:
Ongoing throughout semester - Weeks 2, 3, 4, 5, 7, 8, 9, 10, 11.
Submission details:
Tutorial exercises will only be accepted by your tutor, and only during your allocated
tutorial time in the week that they are due. If you are absent from a tutorial without
documented and appropriate evidence (e.g. medical certificate), then you will receive zero
(0) marks for that week’s tutorial exercise. Late submission of tutorial exercise answers
will not be accepted.
Return of marks:
•   
MKF1120 Marketing theory and practice - Semester 1, 2011
8
Weekly tutorial answers will be returned to students during tutorials the week following
submission.
Assessment task 3
Title:
Essay
Learning objectives assessed:
1, 2, 3 and 4
Weighting:
15%
Task details:
Your task is to write an essay, comparing and contrasting two offers (products):
Prepare a 1,200 word essay (individual piece of work) which clearly discusses
and illustrates the concept, both from a theoretical and an applied perspective.
Your assignment should be fully and correctly referenced using the APA
referencing style, and you should use at least five (5) sources of information - at
least two of these should be from academic journals. To demonstrate your ability
to apply theory to practice you must choose one of the following options.
♦   
a)  Village Gold Class cinema tickets for two people and an iPod touch 
or
 b) a 250mL can of Red Bull and a Collingwood Football Club Captains
membership (adult)
Your essay should include:
A detailed description of each specific offer
Using the theoretical construct of the the three levels of an offer as your
framework
◊   
♦   
A comparison and contrast of the two offers♦   
This task requires you to write an essay. The format must be an essay – refer to the
Q-Manual for further guidelines on our expectations of an essay. You are welcome to use
headings within your essay if you wish. Remember that your essay should be fully and
correctly referenced.
Your essay should be approximately 1,200 words in length (±10%) excluding cover and
title pages and references.
Word limit:
1,200 words
Due date:
To be submitted during tutorials in week 10 of semester.
Submission details:
Submission instructions, further guidelines and marking criteria are available on the
MKF1120 MUSO site.
Return of marks:
Assessed essays will be returned to students during tutorials in week 12 of semester.
Penalties for late lodgement:
•   
MKF1120 Marketing theory and practice - Semester 1, 2011
9
A penalty of 10 per cent of the marks available for this assessment task will be deducted
for each day (or part-thereof) that the assessment is late.
Assessment coversheet:
Work submitted for assessment must be accompanied by a completed copy of the Faculty
Cover Sheet which has been signed by the student.  NO assignment will be accepted or
marked if it is not accompanied fully completed and signed Faculty Assignment Cover
Sheet.  If the assignment is submitted with an incomplete or unsigned Faculty Assignment
Cover Sheet will be deemed as late and incur late penalties until the cover sheet is
completed correctly.
http://www.buseco.monash.edu.au/student/forms/index.html
Examinations
Examination 1
Weighting:
50%
Duration:
2 hours
Type (open/closed book):
Closed book
Materials examinable:
All materials are examinable including tutorial questions, lecture notes, and material from
identified sections of the textbook.
The exam will be a combination of short essays and short answer questions. Exact details
concerning the structure of the exam will be posted on the unit MUSO site by Week 11.
Past exam questions will be available on MUSO later in the semester. Solutions to past
questions are not available; however students are able to discuss their understanding of
these questions with tutors during tutorials and exam consultation times. Solutions to
questions will not be graded.
•   
Special consideration
For information regarding special consideration, please refer to the appendix at the end of this Unit
Guide.
MKF1120 Marketing theory and practice - Semester 1, 2011
10
Assessment criteria - grading descriptors table
High
Distinction
(80%+)
Distinction
(70 - 79%)
Credit
(60 - 69%)
Pass
(50 - 59%)
Fail
(Less than 50%)
General
description
Outstanding or
exceptional work
in terms of
understanding,
interpretation
and
presentation
A very high
standard of
work which
demonstrates
originality and
insight
Demonstrates a
high level of
understanding and
presentation and a
degree of
originality and
insight
Satisfies the
minimum
requirements
Fails to satisfy the
minimum
requirements
Reading Strong evidence
of independent
reading beyond
core texts and
materials
Evidence of
reading beyond
core texts and
materials
Thorough
understanding of
core texts and
materials
Evidence of
having read core
texts and
materials
Very little evidence
of having read any
of the core texts
and materials
Knowledge
of topic
Demonstrates
insight,
awareness and
understanding
of deeper and
more subtle
aspects of the
topic. Ability to
consider topic in
the broader
context of the
discipline
Evidence of an
awareness and
understanding
of deeper and
more subtle
aspects of the
topic
Sound knowledge
of principles and
concepts
Knowledge of
principles and
concepts at least
adequate to
communicate
intelligently in
the topic and to
serve as a basis
for further study
Scant knowledge
of principles and
concepts
Articulation
of argument
Demonstrates
imagination or
flair.
Demonstrates
originality and
independent
thought
Evidence of
imagination or
flair.
Evidence of
originality and
independent
thought
Well-reasoned
argument based
on broad evidence
Sound argument
based on
evidence
Very little evidence
of ability to
construct coherent
argument
Analytical
and
evaluative
skills
Highly
developed
analytical and
evaluative skills
Clear evidence
of analytical and
evaluative skills
Evidence of
analytical and
evaluative skills
Some evidence
of analytical and
evaluative skills
Very little evidence
of analytical and
evaluative skills
Problem
solving
Ability to solve
very challenging
problems
Ability to solve
non-routine
problems
Ability to use and
apply fundamental
concepts and skills
Adequate
problem-solving
skills
Very little evidence
of problem-solving
skills
Expression
and
presentation
appropriate
to the
discipline
Highly
developed skills
in expression
and
presentation.
Well developed
skills in
expression and
presentation.
Good skills in
expression and
presentation.
Accurate and
consistent
acknowledgement
of sources.
Adequate skills
in expression
and presentation
Inadequate skills
in expression and
presentation.
Inaccurate and
inconsistent
acknowledgement
of sources.
Source: University of Adelaide 2005
MKF1120 Marketing theory and practice - Semester 1, 2011
11
Appendix
Please visit the following URL: http://www.buseco.monash.edu.au/unit-guide/appendix.html for further
information about:
Continuous improvement•   
Assessment policy•   
Grading Scale policy•   
Special consideration•   
Plagiarism, cheating and collusion•   
Plagiarism register•   
Non-discriminatory language•   
Students with disabilities•   
Using the University’s computer and IT facilities•   
Faculty policies•   
Related links•   
MKF1120 Marketing theory and practice - Semester 1, 2011
12