MARK5700 Elements of MarketingWeb

Java Python MARK5700

Elements of Marketing

Mapping learning outcomes

After successfully completing this course, you should be able to:

Course Learning Outcome

Program Learning Outcomes

1. Identify and critique marketing concepts and frameworks.

PLO 1 - Business Knowledge

1. Evaluate the business context to apply relevant concepts to inform. marketing decision.

PLO 5 - Responsible Business Practice

PLO 6 - Global and Cultural Competence

PLO 7 - Leadership Development

1. Effectively communicate marketing activities and decisions.

PLO 3 – Business Communication

1. Consider the UN SDGs in decision making to achieve a better and more sustainable future for all.

PLO 5 - Responsible Business Practice

PLO 6 - Global and Cultural Competence

PLO 7 - Leadership Development

AI Policy

In this course, the assessment tasks involve some planning or creative processes, you are permitted to use generative AI software to generate initial ideas and writing. However, you must develop or edit those ideas to such a significant extent that what is submitted is your own work, i.e. only occasional AI generated words or phrases (with less than 3 words) may form. part of your final submission.

If the outputs of generative AI (i.e., ChatGPT, Language Translation apps, Grammarly, Quillbot) form. a large part of your text submission, it will be regarded as serious academic misconduct and subject to the standard penalties, which may include 00FL, suspension and exclusion. Here is UNSW AI policy on Use of AI for assessments.

· Learning to use AI is an emerging skill and you can view this article on how to use them.

· If you use AI tools for assessments, please acknowledge that you use it. Please include a paragraph at the end of any assignment that uses AI explaining what you used the AI for and what prompts you used to get the results. Here is how you can reference and acknowledging the use of artificial intelligence tools.

· Don’t trust anything it says. If it gives you a number or fact, assume it is wrong unless you either know the answer or can check with another source. You will be responsible for any errors or omissions provided by the tool. It works best for topics you understand.

· The outputs from these AI tools are often not accurate, appropriate, nor properly referenced. You should ensure that you have moderated and critically evaluated the outputs from generative AI tools before submission.

Turnitin

Turnitin is an originality checking and plagiarism prevention tool that enables checking of submitted written work for improper citation or misappropriated content. Each Turnitin assignment is checked against other students' work, the Internet and key resources selected by your Course Coordinator.

If you are instructed to submit your assessment via Turnitin, you will find the link to the Turnitin submission in your Moodle course site. You can submit your assessment well before the deadline and use the Similarity Report to improve your academic writing skills before submitting your final version.

Turnitin also has an AI detection tool. Students’ work will be put through the AI detection tool. This AI detection tool will identify outputs of generative AI (i.e., ChatGPT, Language Translation apps, Grammarly, Quillbot). However, the AI detection score cannot be seen by students. The score will only be visible to the person marking the work.

You can find out more information in the Turnitin information site for students.

Late Submissions

The parameters for late submissions are outlined in the UNSW Assessment Implementation Procedure. If you submit your assessments after the due date, you will incur penalties for late submission unless you have Special Consideration (see below). Late submission is 5% per day (including weekends), calculated from the marks allocated to that assessment (not your grade). Assessments will not be accepted more than 5 days late.

Special Consideration

You are expected to manage your time to meet assessment due dates. If you do require an extension to your assessment, please make a request as early as possible before the due date via the special consideration portal on myUNSW (My Student profile > Special Consideration). Lecturers and tutors do not have the ability to grant deadline extensions.

Special consideration is the process for assessing the impact of short-term events beyond your control (exceptional circumstances), on your performance in a specific assessment task.

You can find more detail and the application form. on the Special Consideration site.

Assessment 1: Tutorial Work (Class & research participation)

Case Leadership presentation

Weight: 12%

You will form. groups in Week 2 tutorials. Each tutorial will have 4 or 5 student groups. Each student group will present one week’s case for 15 minutes maximum.

General requirements for presentations

· Each group present up to 15 minutes.

· After the student group presentation, the group can choose to lead class discussion for another 10-15 minutes.

· Each group will choose one week’s case to present from Week 4, 5, 7, 8 and 9. The case materials will be available on Moodle two weeks before the presentation week.

· The case presentation group will try to address the case questions at the end of online quizzes.

· Before your scheduled tutorial sessions, group coordinators submit slides on behalf of the group via Turnitin in Moodle Case leadership section. Other group members please do not submit.

· For in-person tutorials, please print out your presentation slides and hand over to your tutors at the start of the tutorials; it is easier for tutors to mark your presentations with paper-version slides and give you feedback afterwards.

· All group members are to share the presentation equally. It is important that you work together. Each student is individually marked; each person within a group should present similar amount of time. Please practice and rehearse so that you do not go over time for each person.

· Please include presentation plan and list of contributions of each group member (i.e. who did what in the group).

· Put the presenter’s name on each corresponding slide.

· Put references on the last slide.

· Avoid too many texts on one slide (max 50 words on one slide as a suggestion).

· This serves as a practice presentation for your Assessment 2 Final Presentations.

Group formation

Students are encouraged to form. their own groups. Please form. your group in Week 2 tutorials and let your tutor know your group members and group coordinator.

The number of students in each group is 4 or 5. In each group, the members:

1. have both males and females.

2. at least one member is international students.

3. please find someone with similar interests in a marketing challenge.

4. please find someone with similar expectation for group work input and marks (pass, credit or HD).

5. You can ask these questions when approach someone as a potential group mate: What mark do you expect to get for MARK5700? How much time you would like to spend on the MARK5700 group work each week after forming a group? What is your expectation for your teammate?

Manage group dynamics

UNSW has a great resource for Guide to Group Work: please read it for good advice.

No free ride in this group project. Equal contribution is expected.

Management of group dynamics is your responsibility. You are expected to actively manage the group meetings and activities and record members’ contributions. For a group to perform. well, it is essential to:

· have clear responsibilities for each member.

· have consistent group norms, such as regular meetings, communication, division of labour, and quality of work.

· clearly document procedures and agreed outcomes.

· take note of the meeting discussions and group dynamics. Individual group members should keep a journal detailing all the activities undertaken in relation to their project.

· Peer evaluation form: If you believe that some members of your team contributed very little to the group work, you may fill in the peer evaluation form. and e-mail it to your tutor. Your tutor will ask all other group members to fill out the forms as well and make adjustments accordingly. Be prepared to provide independent evidence that supports your claims about the group members – typically records of shared collaboration sites, team meetings and processes, etc. The form. can be found in the Moodle Section “Assessment 2 and 3”.

Group coordinator

Each group has a group coordinator. The responsibilities of a group coordinator are the following:

• Manage group dynamics;

• Organize group meetings;

• Keep a journal of group activities and member contributions;

• Organize presentation practice, and ensure presentation goes smoothly and every member of the group is involved equally;

• Group coordinator should submit the presentation slides before presentation: physical copy to the tutor, and electronic copy to Turnitin.

• Group coordinator should submit the group report to the Turnitin.

Sometimes you need to address situations where one or more members do not attend meetings or complete work. If you feel one or several of group members are not equally/timely contributing, you should:

1. Clearly and early address such problems **within the group **(in a meeting, and keep a written record). The group coordinator has the responsibility to discuss the issues with the group member as early as possible.

2. If (1) does not help, consult the tutor. If there are any complaints against a group member, the tutor can request group members to submit their journals.

3. If (2) does not remedy the situation, the **tutor **will re-adjust marks (keep evidence of unequal contributions as well as evidence of having tried to solve the issue, in case that your group members disagree).

4. Marking group members up/down is the last option, getting group members to perform. is the priority.

Case leadership Presentation Grading Criteria (individually marked)

Criteria

Marking levels

Ability to engage the audience

(50% weight)

See Video Rubrics for detailed explanations

Fail, 0-50:

Poor opening address. Poor eye contact with audience. A lot of script. reading. Bad body language. Poor visual aids. Difficult to follow. Unable to answer questions.

Pass, 50-64:

Normal opening address. Some eye contact with audience. Some script. reading. Normal body language. Some difficulty to follow. Normal visual aids. OK answering questions but not consistent across group.

Credit, 65-74:

Normal opening address and eye contact with audience. Good level of interest from audience. Engaged audience adequately. No script. reading. Expression generally accurate. Answers questions well.

Distinction, 75-84:

Good opening address and eye contact with audience. No script. reading. Good body language. High level of interest from audience. Have impact on audience. Some lapses in attention noted. Answers well across group.

High distinction, 85 – 100:

Very good opening address, eye contact with audience, and body language. No script. reading. Very good visual aids. Showed creativity and flair. Delivery engaging and memorable across all group members. Very professional.

Analysis and insights

(50% weight)

Fail, 0-50:

No clear logic or flow to the individual presentation or whole group presentation. Poor time management. Poor research. No appropriate referencing.

No application of the course concepts, models, or tactics.

Pass, 50-64:

Some structure for the individual presentation, though relatively poor integration between group members. Little support among group members. Time management OK. Adequate research with some mistakes & correct referencing.

Some application of course concepts, models, or tactics.

Credit, 65-74:

Good logical structure flow for the individual presentation and from one group member to another. Equal contribution among group members. Well presented, some group member support. Time management OK. Good research & correct referencing.

Good application of course concepts, models, or tactics.

Distinction, 75-84:

Well-structured individual presentation, reflecting high level of integration in the whole presentation. Good group member support for each other. Good time management. Very well research from multiple sources & correct referencing.

Very good application of course concepts, models, or tactics.

High distinction, 85 – 100:

Well-structured, synthesised into a rich individual presentation. Excellent logical structed analysis and flow from one group member to another. Very well presented and coordinated among group members. Seamless time management. Excellent research & correct referencing.

Excellent application of course concep MARK5700 Elements of MarketingWeb ts, models, or tactics.

Class participation

Weight: 20%

Every week, you will learn different marketing concepts, apply them to business contexts. The purpose of this assessment is to encourage you to engage with the weekly course content and your active participation will be marked.

The assessment of class participation is to encourage all students to participate in class discussion, and to motivate students to do the background reading and preparation for a class session. Class participation helps you with development of oral communication skills, group skills, cultural competence, and leadership skills. You class participation in both tutorials and lectures are important.

We plan to give you feedback on your class participation frequently, thus, you can use the feedback to improve your class participation in the coming weeks. Tutors will give you oral feedback and please consult tutors for the mark explanations and improvement recommendations.

8 Weeks of online quiz

Weight: 4% (0.5% each week for Week 2 to 9)

· You have an online quiz to complete each week before your tutorial class.

· The online quiz answers are automatically marked by Moodle. You can review the quiz questions and correct answers after the quiz closure.

· The weekly quiz is to prepare you for the case discussions in your tutorial classes.

· There are 8 quizzes in total. See weekly quiz schedule below.

Week

Quiz for the week

Deadline

Week 2

Videolised case quiz: Patagonia

Week 2 Tuesday 9am

Week 3

Videolised case quiz: Pink tax

Week 3 Tuesday 9am

Week 4

Videolised case quiz: Vegemite

Week 4 Tuesday 9am

Week 5

Videolised case quiz: Marketing Australia

Week 5 Tuesday 9am

Week 6

Videolised quiz: Becoming a better presenter

Week 6 Tuesday 9am

Week 7

Videolised case quiz: Dove

Week 7 Tuesday 9am

Week 8

Videolised case quiz: NAB

Week 8 Tuesday 9am

Week 9

Videolised case quiz: Starbucks in Australia

Week 9 Tuesday 9am

Lecture participation rubrics

Weight: 4% (0.5% each week for Week 2 to 9)

· MARK5700 has live online lecture sessions every week, facilitated by LIC Veronica Jiang. Your participation in lecture sessions is marked via in-lecture quizzes in Moodle.

· You will get marks by answering in-lecture quizzes. Quiz marking rules will be explained in the lectures.

What if I cannot attend the lecture session?

· Lecture sessions will be recorded. If you cannot attend the live lecture session, you can watch the lecture recording and write summary and comments, max 250 words, to get the lecture participation mark. Submit via Turnitin “Alternative to in-class participation: Week x submit (optional)” under Moodle Week x section, due by Friday 5pm that week.

· Lecture summary is your understanding of the lecture content. Please do not copy paste lecture slide words. Copying lecture slides will trigger plagiarism: If your submissions have Turnitin similarity score or AI generation score higher than 10%, I will consider referring you to Student Misconduct.

· You can submit lecture summary if you feel that you underperform. in the lecture participation activities. Note that you cannot get both marks from participating in lecture quizzes and writing lecture summary. If you submit lecture summary, the writing mark will override the in-lecture quiz mark. See Writing Grading Criteria below.

Writing Grading Criteria for lecture summary and tutorial discussion question answers

· Does not match other sources? – If** **problems detected in Turnitin, you will deal with the UNSW plagiarism protocol. Accepted similarity level or AI score would be very low < than 10%.

· Included in-text citations in Harvard Style? – Yes / No

· Included references list in Harvard Style? – Yes / No

Criteria

Marking levels

Level of summary, research and referencing

(30% weight)

Fail, 0-50: Poorly research. No appropriate referencing

Pass, 50-64: Research adequate (some mistakes). Correct referencing.

Credit, 65-74: Research good. Correct referencing.

Distinction, 75-84: Researched very well (multiple sources). Correct referencing.

High distinction, 85 – 100: research excellent. Correct referencing.

Coherent and logically structured analysis

(50% weight)

Fail, 0-50: No clear logic or flow to the story.

Pass, 50-64: Some structure (basic questions).

Credit, 65-74: Good story structure with little idiosyncratic input. Some support.

Distinction, 75-84: Well-structured reflecting individual story well. Good support.

High distinction, 85 – 100: Well-structured reflecting excellent insights synthesised into a rich story.

Clear, concise, insightful writing

(20% weight)

Fail, 0-50: Poor level of reflected understanding. Inaccurate expression making meaning unclear.

Pass, 50-64: Basic effort in reflecting understanding. Inaccurate expression making meaning sometimes unclear.

Credit, 65-74: Some insightful reflection. Expression generally accurate.

Distinction, 75-84: Insightful reflection. Consistent expression making meaning concise and clear.

High distinction, 85 – 100: Exceptionally insightful (reflected understanding). Fluent expression making it very easy to read and comprehend.

Tutorial participation rubrics

Weight: 12% (1.5% each week for Week 2 to 9)

Good contribution to in-class discussions and activities and thoughtful critiques will earn high discussion participation marks. Attendance with little in-class discussion contribution and scant critique feedback will earn a low mark for discussion participation.

Your participation is graded using the following criteria.

Grade

Criteria

Fail,

0-50

· Do not participate in lecture session.

· Do not participate in tutorial session.

Pass,

50-64

· Present in lecture and tutorial, not disruptive.

· Refuse to participate or answer when called.

· Demonstrates very infrequent involvement in discussion.

Credit,

65-74

· Demonstrates adequate preparation: knows basic case facts, but does not show evidence of trying to interpret or analyse them.

· Offers straightforward information (e.g. straight from the case), without elaboration, or does so very infrequently (perhaps once a class).

· Does not offer to contribute to discussion but contributes to a moderate degree when called on.

· Demonstrates sporadic involvement in discussion.

Distinction,

75-84

· Demonstrates good preparation: knows case facts well, has thought through implications of them.

· Offers interpretations and analysis of case material (more than just facts) to class. Tries to relate to other course material.

· Contributes well to discussion in an ongoing way: responds to other students' points, thinks through own points, questions others in a constructive way, offers and supports suggestions that may be counter to the majority opinion.

· Demonstrates consistent ongoing involvement in discussion.

High distinction,

85 - 100

· Demonstrates excellent preparation: has analysed case very well, relating to other course materials well.

· Offers analysis, synthesis, and evaluation of case material; for example, puts together pieces of the discussion to develop new approaches that take the class further.

· Contributes in a very significant way to ongoing discussion: keeps analysis focused, responds very thoughtfully to other students' comments, contributes to the cooperative argument-building, suggests alternative ways of approaching material and helps class analyse which approaches are appropriate etc.

· Demonstrates ongoing very active involvement in discussion.

What if I cannot attend the tutorial session or I feel I underperformed?

· If you cannot join your scheduled tutorial session, please email your tutor, and let your tutor know in advance.

· To get the tutorial participation mark if you cannot attend a tutorial session or you feel that you underperformed during the tutorial discussions, you can answer the discussion questions and submit via Turnitin “Alternative to in-class participation: Week x submit (optional)” under Moodle Week x section, due by Friday 5pm that week.

· For T2, you can only submit maximum two alternative answers to substitute your tutorial participation. Your 3rd alternative submission will not be considered. If you want the 3rd alternative submission, please apply for UNSW Special Consideration.

· You can submit answers to discussion questions if you feel that you underperform. in the tutorial class participation. Note that you cannot get both marks from participating in tutorial classes and writing answers to discussion questions. If you submit answers to discussion questions, the writing mark will override the in-class participation mark. See Writing Grading Criteria page 7-8.

· Each tutor has student enrolment name list sent by UNSW. Attending another tutorial session outside your enrolled tutorial will not give you participation marks.

· Tutorial sessions are mainly case discussions and will not be recorded. If you have an Equitable Learning Plan that needs the tutorial class recordings, please contact LIC Veronica Jiang for the learning adjustment.

· For international students who missed more than three scheduled in-person tutorial classes, I will report to program coordinator because it may violate your visa requirements. See International Student Requirements.

*Research participation/Article review (3%)*

You may have the opportunity to participate in marketing research conducted by the school. Participation in such projects will be treated as research participation and award you 3% of the overall course mark. The 3% is part of the course assessment, and not a bonus 3% on*** ******top of the 100%. ***Separate details will be provided. Should you not wish to participate or if no research participation opportunities available, this 3% goes to your In-class Participation mark