UNIT OUTLINE

Trimester 3, 2021

BUS129 Introductory Marketing

ESSENTIAL INFORMATION

ACADEMIC STAFF

Unit Coordinator: Angela BEVILACQUA

angela.bevilacqua@edithcowancollege.edu.au

Unit Lecturers: Angela BEVILACQUA

angela.bevilacqua@edithcowancollege.edu.au

Academic Program
Niva Kaspi, Niva.Kaspi@edithcowancollege.edu.au
Coordinator:

Pre-Requisite Units: None

Additional Requirements: Bring your own laptop to class

Unit Website Moodle via the Student Portal is the unit’s website.
Students can access the Student Portal via the College’s
website: www.edithcowancollege.edu.au

Tuition Pattern Weekly 1hr before class Activities

Weekly 1hr after-class Activities
Weekly 3hr Class (on Zoom or face to face)

Study Hours At least 8 hours per week:

 3 hours class time
 2 hours preparation and after-class activities
 3 hours personal study/assignment tasks

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Table of Contents
ESSENTIAL INFORMATION............................................................................................................................ 1

DESCRIPTION:.............................................................................................................................................. 3

LEARNING OUTCOMES:................................................................................................................................ 3
EMPLOYABILITY SKILLS:.......................................................................................................................................3

UNIT CONTENT:........................................................................................................................................... 4

TEACHING AND LEARNING ACTIVITIES & RESOURCES:..................................................................................4

BRING-YOUR-OWN-DEVICE (BYOD)....................................................................................................................5
TEXTBOOK:..........................................................................................................................................................5
STUDENT HANDBOOK:........................................................................................................................................6

ASSESSMENTS:............................................................................................................................................. 6
PASS REQUIREMENTS:........................................................................................................................................6
GRADES...............................................................................................................................................................8
LATE SUBMISSION:..............................................................................................................................................9
COMPLAINTS AND APPEALS:..............................................................................................................................9
DISABILITY STANDARDS FOR EDUCATION (COMMONWEALTH 2005)...............................................................9

ACADEMIC INTEGRITY:............................................................................................................................... 10

ATTENDANCE AND QUALITY OF PARTICIPATION.........................................................................................10

ADDITIONAL SUPPORT:.............................................................................................................................. 10

REFERENCING:........................................................................................................................................... 11
WEEKLY SCHEDULE...........................................................................................................................................12

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 EDITH COWAN COLLEGE
BUS129 Introductory Marketing

Trimester 3 , 2021
DESCRIPTION:

Welcome to Introduction to Marketing BUS129. This unit explains theoretical principles/

practices for marketing in changing environments. It introduces fundamental marketing concepts
across many institutions (government, manufacturing, services and not-for-profit sectors) and how
marketing concepts are applied in the real world. Students will identify, analyse and combine key
marketing tools to investigate how businesses apply these strategies in the marketplace. In addition,
they will develop communication skills by reporting on their chosen business and delivering an oral
presentation that highlights the businesses key factors.

LEARNING OUTCOMES:

On successful completion of this unit, students should be able to:

LEARNING OUTCOMES
LO1 Identify, analyse and synthesize selected marketing theories and concepts in both its
broad societal and business system contexts and explore stages in the evolution of
marketing management.
LO2 Identify, analyse and synthesize the key marketing tools for practical applications.
LO3 Evaluate each component of the marketing mix and use initiative and judgement to
apply it to specific markets and market segments.
LO4 Identify the main methods of collecting primary/secondary data, examine and analyse
the advantages/disadvantages of each method, and use judgement in their selection
for different marketing requirements.
LO5 Transfer and apply theoretical marketing concepts to current, innovative developments
of marketing concepts and applications in social media.
LO6 Explore and evaluate the role of online communities and integrated online marketing
strategies to demonstrate application of specialist knowledge and skills.
LO7 Demonstrate creativity and proficiency in written and oral communication skills via the
development of a marketing pitch and marketing campaign.

EMPLOYABILITY SKILLS:
Learning is not just about acquiring a static set of knowledge and skills – it is also about developing
generic skills that can be used to further life-long learning and engagement with the community.
ECC has adopted the same Employability Skills and Graduate Attributes incorporated by Edith
Cowan University in their courses; The ECC Learning and Teaching Plan aims to develop these
Employability Skills through the delivery of our courses. Units within a course will focus on different
skill sets with varying degrees of overlap, however all Employability Skills will be covered as part of
that course.

Employability Skills Graduate Attributes

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 1. Self-management
a. Ability to manage self and learning
b. Working with roles, rights and rules

2. Interacting with others

a. Communicating GA1 – Ability to communicate
b. Connecting and working together GA2 – Ability to work in teams
c. Recognising cross-cultural GA5 – Cross-cultural & international outlook
viewpoints

3. Getting the work done

a. Planning and organizing GA3 – Critical appraisal skills
b. Making decisions GA4 – Ability to generate ideas
c. Identifying, evaluating and solving
problems
d. Creating and innovating
e. Ability to use technology

The Graduate Attributes incorporated into this unit are:

Cross-cultural &
Ability to Ability to work in Critical appraisal Ability to
international
Communicate teams skills generate ideas
outlook
    

UNIT CONTENT:

1. The role of marketing and its importance in the marketplace

2. Analysing the market
3. Marketing research and blunders
4. Product marketing
5. Service marketing
6. Digital and social media marketing
7. Brand marketing
8. Social marketing
9. Integrated marketing communications, pricing and place

TEACHING AND LEARNING ACTIVITIES & RESOURCES:

THE LEARNING EXPERIENCE

ECC adopts a technology-enhanced learning (TEL) approach. The use of traditional lectures is
minimised and replaced with short, online videos and a variety of activities that engage further
learning. TEL enables students to become self-directed learners, through the facilitation of their
lecturers and tutorials.

We aim to facilitate activities that stimulate learning by allowing students to create, evaluate and
analyse. Central to technology-enhanced learning is completing self-directed activities outside of
class contact time. These preparatory activities introduce students to initial, relatable conceptions of
the topics, which are reinforced through lectures, tutorials and online interactions.

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Each week (excluding week one), there are preparation activities that you are required to be
undertaken in your own time and completed before attending the class. There are also after-class
activities in each unit for students to complete.

ACCESSING LEARNING MATERIALS

The learning platform, known as Moodle, will be used in this unit to permit communication outside of
the scheduled classes, and to provide you with further information on specific topic areas covered in
this unit. As an enrolled ECC student, you will be able to access the relevant unit information and
resources that have been placed there. Announcements, lecture material, assessment information
and additional resources are all available on this site so please become familiar with its features.

To login to Moodle, log in to the ECC Student Portal (https://www.edithcowancollege.edu.au/). Use

your username and password assigned to you as an enrolled student at ECC.

ECC EMAILS
You should check your student email regularly, as Student Academic Services, your Academic
Program Coordinator, Unit Coordinators and Lecturers will use this as a means of communication
with you.

BRING-YOUR-OWN-DEVICE (BYOD)
In order to facilitate greater classroom engagement and self-directed learning, students are required
to provide their own laptop or tablet (BYOD) for both classroom (face-to-face and/or virtual) use and
private study. A copy of the latest BYOD Requirements Checklist can be found at:
https://www.edithcowancollege.edu.au/documents-and-forms

TEXTBOOK:
Essential Text:
 None prescribed

Recommended Text:
All the recommended textbooks are available for free as e-books in ECU library. They include:
Chitty, W., D'Alessandro, S., & Gray, D. (2019). Services marketing ebook (2nd ed.).
OUPANZ. https://public.ebookcentral.proquest.com/choice/publicfullrecord.aspx?
p=5762172.
Elliott, G., Rundle-Thiele, S., Waller, D., Smith, S. D., Eades, E., & Bentrott, I. (2017).
Marketing (Fourth). John Wiley and Sons Australia.
https://public.ebookcentral.proquest.com/choice/publicfullrecord.aspx?p=5049568
Grewal, D., Levy, M., & Mathews, S. (2017). Marketing (2nd ed.). McGraw-Hill Australia.
https://public.ebookcentral.proquest.com/choice/publicfullrecord.aspx?p=5471304
Kotler, P., & Roberto, N. (1989). Social marketing : strategies for changing public
behavior. Free Press.
McKenzie-Mohr, D. (2011). Fostering sustainable behavior : an introduction to
community-based social marketing. New Society.
Shapiro, D. (2017). Brand and marketing integration. Lynda.com.
http://www.lynda.com/Marketing-tutorials/Brand-Marketing-Integration/432562-
2.html.
Tracy, B. (2014). Marketing (Ser. The brian tracy success library). American
Management Association.
Tuten, T. L., & Solomon, M. R. (2018). Social media marketing (3rd ed.). SAGE.

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STUDENT HANDBOOK:
For general information, refer to your ECC Student Handbook or the online version at
http://www.edithcowancollege.edu.au/documents-and-forms

ASSESSMENTS:

Learning Employability Skills or Week

Assessment Weighting
Outcome Graduate Attributes Due
Participation: class activities 1b, 2a, 2b, 2c,
1 LO1 to LO6 ongoing 20%
& online revision 3a,3b, 3c, 3e

2 Progress Test LO1, 2, 3 2a, 2c, 3a, 3b, 3c 3 5%

LO 3, 4, 1b, 2a, 2b, 2c, 3a,

3 Business Evaluation Report 9 30%
5, 6, 7 3b, 3c, 3d, 3e
Marketing Strategy Proposal
4 a) presentation LO 3, 4, 1b, 2a, 2b, 2c, 3a, 12 15%
3 5, 6, 7 3b, 3c, 3d, 3e
b) overview & solution 12 10%
2a, 2c, 3a, 3b, 3c,
5 Final Assessment LO1 to LO7 13 20%
3d
**Please see Assessment Guideline Handouts and Marking Keys on the
Portal for further instructions. TOTAL 100%

PASS REQUIREMENTS:
To pass this unit, students must:
 Achieve an overall unit grade of at least 50%
 Make a genuine attempt and submit all assessment items as indicated in the assessment
matrix. For an attempt at an assessment item to be considered genuine, it must meet
assessment requirements including length and academic integrity.

ASSESSMENT 1: Participation 20% Due: ongoing

This assessment is based on two elements, each measuring your participation effort in class-based
and homework activities.

PART A: class-based activities (10%)

The class participation mark will be based on student attendance, completed class activities and
active involvement in class-based discussions. Students are urged to complete in-class exercises,
raise questions, and actively assist others in the learning process. It is important to attend all
sessions and to arrive to class on time - students’ that are late or not present are not awarded full
marks as class involvement has not taken place. Any absences will incur a penalty and tardiness
(if continual) will also result in a penalty.

Over a 12-week period, students are awarded a weekly mark comprised of the following parts:

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  Frequency of attendance; Punctuality (2 marks)
 Participation in class; Completed activities / homework (6 marks)
 Quality of Research; Comments; Logical Argument; Listening skills (2 marks)

PART B: take-home revision (10%)

The participation revision assessment is based two components: a) a series of weekly online
quizzes available on the student learning system Moodle, and b) practical activities that must be
completed each week. The exercises are specifically aimed to assist you in learning the concepts,
theories and practical elements of the unit, and to help you to prepare for in-class tests and the
final assessment.

In total, you will be required to complete eight online quizzes and practical activities that start in
Week 1 and finish in Week 8. Each component will remain open ONLY FOR ONE WEEK, and
failure to complete the required assessments within the given timeframe will result in a mark of
zero.

At the end of the trimester, marks for each component are totaled and an average mark is
awarded. The total sum of all average marks is recorded as the ‘final grade’ for this assessment
(out of 10).

ASSESSMENT 2: Progress Test 5% Due: week 3

The progress test is a 60-minute in-class test comprising of both short answer and multiple-choice
questions covering all theory content addressed in Week 1 and 2.

ASSESSMENT 3: Business Evaluation Report 30% Due: week 9

The Business Evaluation Report is a team-based assessment that requires each group to evaluate
the marketing strategies of ONE company based on one branch of marketing addressed in the unit
(i.e., product, services, digital, brand, social or retail marketing). You are required to form teams of
three or four people and work together on completing each of the following assessments. Topics
for this assessment must be finalized by Week 3.

Students should be present during class (virtual or face-to-face) in week 2 in

order to finalise their topic for the Business Evaluation Report – Assessment 4

Team contract agreement:

All team members are required to complete a Team Contract at the commencement of their group
project. The contract will confirm the Business and Branch of Marketing that the group will
address in their assignment, as well as the written component that each member will address for
their individual report. In addition, the contract will be reviewed in week 6 and a temporary
contribution mark out of 100% will be allocated to each team member based on their effort and
involvement in the project. The temporary contribution mark will be revisited in week 9 (group
report submission date) and the percentage allocation will be amended to reflect the actual
involvement and effort of each member at the time of submission. Those students that do not
achieve a 100% contribution mark, will have their final grade modified to reflect their work
commitment during the team project.

Business Evaluation: individual component (20%)

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 The group is required to compose a report that evaluates the business strategies of ONE
company. At the commencement of the project, the group must select a Company to evaluate
based on their chosen branch of marketing. In addition, each member of the team must be
assigned an element of the report to research, discuss and present in the report. Each team
member is required to write approximately 800 words for their assigned section and fully
reference their work using APA Referencing Style. Individual components must be included in the
team’s final report (as noted below).

Business Evaluation: group collaboration (10%)

To finalise the assessment, the group is required to compile a final report that consists of the
written components from each team member’s contribution and other key elements required in
report writing. That is, the report must include key elements such as, a title page, executive
summary, table of contents, numbered headings, introduction to each section, a conclusion and
page numbers. ONE group report must be submitted to Turnitin before class in Week 9. Lastly,
each team member must evaluate the contribution efforts of all team members, including themself.
This information will be compiled by the Lecturer and marks will be adjusted according to the
outcomes of submitted ‘contribution matrices.

ASSESSMENT 4: Marketing Strategy Appraisal 25% Due: Part A week 12

Part B week 12

The marketing strategy proposal is a two-part assessment that requires students to research,
discuss, present and evaluate marketing approaches that have failed in the past. Pairs for this
assessment must be finalized by Week 6.

Presentation (15%)
The presentation requires students to work with another person (pair-work) to deliver and discuss
ONE marketing strategy that has failed in the past. The pair will work together to develop and
deliver an 8–10 minute presentation using MS PowerPoint. Presentations must be submitted to
Turnitin before class in Week 12.

Overview and Evaluation (10%)

A writing assessment where each student is required to discuss and evaluate a marketing failure
presentation. On the day of the presentation, each student will be assigned the topic to address
for this assessment.

ASSESSMENT 5: Final Assessment 20% Due: week 13

The final assessment is an open book take home test that will take place in week 13 and will
include content covering the entire trimester. It is comprised of short answer and multiple-choice
questions, as well as a case study.

GRADES
In line with the ECC Moderation Policy, marks awarded are provisional, and the student’s final grade
will be subject to approval by the Board of Examiners. See: Moderation Policy and the Assessment
Policy at www.edithcowancollege.edu.au/policies

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Criteria for Final Grade
HD High Distinction 80%-100%
D Distinction 70%-79%
CR Credit Pass 60%-69%
C Pass 50% - 59%
N Fail 0% - 49%
I Incomplete – where unit requires you to pass the final assessment or essential assessment

For further details see the Student Handbook in the portal on online at:
http://www.edithcowancollege.edu.au/documents-and-forms

Back up your material: It is the responsibility of the student to keep a back-up of all materials
submitted for assessment.

Assessment Feedback: Feedback will be provided within 2 weeks of the submission of the
assignment. After your assignment has been returned to you, review the comments and grade given
to you by your lecturer. If you have a question regarding any comments or marks you should contact
your lecturer immediately.

LATE SUBMISSION:
If a student is unable to submit a within-semester assessment task (e.g. assignment) on or by the
due date, the penalty will be 5% per calendar day. Assessments that are submitted more than 7
calendar days after the due date will be accepted, but will receive a grade of zero (0). Penalties will
apply as follows:

 5 minutes and <= 24 hours 5% penalty

 24 hours and <= 48 hours 10% penalty
 48 hours and <= 72 hours 15% penalty
 72 hours and <= 96 hours 20% penalty
 96 hours and <= 120 hours 25% penalty
 120 hours and <= 144 hours 30% penalty
 144 hours and <= 168 hours 35% penalty
 168 hours = 100% penalty

An exception may be granted if the student provides an Explained Absence, which has been signed
by a member of the Student and Academic Services team. Show the signed Explained Absence form
to your lecturer once the form has been signed by the Welcome Centre.

For more information, and for details on applying for a deferred in-class test, see ECC Assessment
Policy.

COMPLAINTS AND APPEALS:

Students who believe they have valid reasons to appeal marks awarded for an assessment should
discuss the matter informally with the lecturer. If valid reasons for an appeal exists, you must lodge
the informal appeal within 5 working days as specified in the Complaints and Appeals Policy
(www.edithcowancollege.edu.au/policies)

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DISABILITY STANDARDS FOR EDUCATION (COMMONWEALTH 2005)
For the purposes of considering a request for Reasonable Adjustments under the Disability
Standards for Education (Commonwealth 2005), inherent requirements for this subject are articulated
in the Unit Description, Learning Outcomes, Graduate Attributes and Assessment Requirements of
this entry. ECC will provide support (within the limits of reasonable adjustment) to those with special
requirements. For further information regarding support for students with disabilities or medical
conditions please contact the Student Counsellor.

ACADEMIC INTEGRITY:

A culture of academic integrity is fundamental to the operation and reputation of Edith Cowan
College. Therefore, any academic breach or act of academic misconduct is treated very seriously.

In order to ensure students are submitting their own work, if the lecturer believes that there is a
disparity between the writing or knowledge presented in assessments (compared to in-class activities
or other examples of student work), the lecturer has the right to take steps to confirm that the student
actually did the work.   

Actions by students that are dishonest or unfair may be treated as an academic breach or as
academic misconduct. These actions include:
 Bribery or Coercion;
 Cheating in Tests;
 Contract Cheating;
 Fabrication or Falsification;
 Failure to meet required Research standards;
 Plagiarism;
 Unauthorised Collaboration,

Penalties for Academic Breach and Misconduct:

See Academic Integrity Policy at: http://www.edithcowancollege.edu.au/policies

ATTENDANCE AND QUALITY OF PARTICIPATION

Attendance is an important element of your success and as such it is compulsory. If you miss
classes, you will be contacted by staff at the college by phone or email.

Students who miss more than 15 minutes of a class (by being late to class, leaving early or otherwise
not being present in the teaching space) will be marked as a partial absence on the attendance roll,
which will be reflected in the overall attendance percentage.

Students who fail to maintain satisfactory attendance put their progression at ECC at risk.

ADDITIONAL SUPPORT:

ECC students have access to the following free support:

 Your Lecturers and Unit Coordinators are available for content/assessment support relevant
to their unit of study. Please contact your lecturer for assistance.

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  The Academic Program Coordinator is available for program support and study skills advice.
Please email Niva Kaspi, Niva.Kaspi@edithcowancollege.edu.au. Your APC will also be able
to refer you to language, numeracy and IT skills support.

 A range of self-help materials is available to students via the Student e-Café in Moodle.

For further information: See Progress and Graduation Policy at:

http://www.edithcowancollege.edu.au/policies

REFERENCING:

ECC adopts the APA (American Psychological Association) Referencing system which also complies
with protocols used by ECU. More information can be found at:
 How to Reference APA Style – see ECU library
 Academic Misconduct Guidelines – See http://www.edithcowancollege.edu.au/policies
 American Psychological Association (APA) provides a reference guide:
https://apastyle.apa.org/instructional-aids/reference-guide.pdf

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WEEKLY SCHEDULE
WEEK
WEEK TOPIC ACTIVITIES ASSESSMENTS
BEGINNING
Course Introduction &
1 18 Oct
Overview of Marketing

2 25 Oct Analysing the Market Environment

participation (10%) &

online revision (10%)
Assignment 2:
3 1 Nov Product marketing

Assessment 1:
progress test (5%)

4 8 Nov Services marketing

5 15 Nov Digital and social media marketing

6 22 Nov Brand marketing

7 29 Nov Social marketing

8 6 Dec WORKSHOP: business evaluation reports

Marketing research & blunders Assignment 3:

9 13 Dec
Presentation techniques/review final report (30%)
STUDY WEEK 20 December – 3 January (no classes)
Integrated marketing communication,
10 3 Jan
pricing, and place (overview)

11 10 Jan Exam Revision & Unit review

Assignment 4a:
ASSESSMENT 3a: presentations presentation (15%)
12 17 Jan
Guidelines for ASSESSMENT 3b: overview & solution Assignment 4b:
overview & solution (10%)
Week
Assignment 5:
13 beginning Final Assessment Week
final assessment (20%)
24 Jan

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