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    FACULTY OF MANAGEMENT SCIENCES

    DEPARTMENT OF MARKETING

    LEARNER GUIDE

    MARKETING MANAGEMENT

    SUBJECT CODE/S: BMBIX3B / BMBIY3B

    COMPILED BY: Mr. BA MOKOENA

    DATE OF PUBLICATION: 01/2009

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    TABLE OF CONTENTS

    Word of Welcome 3 Contact persons 3 Rationale for the module 3 Learning material 4 How to study 4 Assessment 5 Attendance 6 Icons 8 Action Verbs 9 Subject specific glossary 11 Module plan (BMBI3B Module1) 11 Time schedule/learner work program (BMBI3B Module1) 11 Module outcomes MODULE 1 Learning unit 1 : An Overview of Marketing 14 Learning unit 2 : Analyzing the Marketing Environment 16 Learning unit 3 : Understanding Consumer Decision-making 17 Learning unit 4 : Assessing the competitive situation 18 Learning unit 5 : Information for Marketing Decision-Makers 19 Learning unit 6 : Segmenting and Targeting Market 20 Learning Unit 7 : Positioning The Firm and its Products 21 Module plan (BMBIY3B Module2) 22 Time schedule/learner work program (BMBIY3B Module2) 23 Module outcomes MODULE 2 25 Learning unit 1 : Developing and Managing New Products 25 Learning unit 2 : Marketing Channels and the Role of Intermediaries 26 Learning unit 3 : Promotional Strategies and Marketing Communication 29 Learning unit 4 : Price Concepts and the right price 30 Learning unit 5 : Putting it all together: Strategic Marketing Plan 31 Learning Unit 6 : Marketing in specialised markets 33

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     WELCOME WORD OF

    The Department of Marketing & Retail Business Management welcomes you as a learner to the Faculty of Management Sciences at the Vaal University of Technology. We hope that the time we spend together while learning to understand Marketing will be fruitful, but above all ENJOYABLE.

    The aim of this learner guide is to direct your studies for this module in such a way that you always will know what is expected of you and where it fits into

    our general program of study. General class conduct is also discussed. We

    hope that this will help you feel more in control of your studies, as these “class rules” agreed upon will leave you in no uncertainty about what is expected from you (by the lecturer) and what you can expect of the lecturer.

    The department strives towards integration of existing knowledge with new knowledge and to afford the learner the ability to:

    ; Think logically

    ; Gain knowledge of Marketing & Retailing, in order to

    ; Make a positive contribution to the field of Marketing & Retailing once

    you have completed your studies.

CONTACTS PERSONS

Title and Surname Office number Telephone number

    and e-mail address

    Lecturer: EB03 (016) 930 5013

    Mr B A Mokoena aubrey@vut.ac.za

    Secretary: EA07 (Educity) (016) 930 5073

     Flavia van Straten flavia@vut.ac.za

RATIONALE

    On completion of this module you should gain knowledge on aspects of management of marketing effects on the task of the marketer. Marketing management is a fast developing science, demanding a more professional management approach. This module relates closely to all the other modules in the programme since it ought to improve your ability to understand the learning contents and formulate your assignments and examination answers. Failure to acquire these skills can hamper your success towards becoming a competent, Marketing Manager.

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LEARNING MATERIAL

    The content of this learning guide is the primary source of your learning material. This guide must be used in conjunction with the Text Book for Marketing.

    Lamb, Hair, Mcdaniel, Boshoff, and Terbalnche: 2004 Marketing. Oxford University Press Southern Africa.

    In addition students are required to supplement the notes from class discussion and from the additional learning material.

Additional learning material

     th1. Kotler, P & Armstrong, G. 1996. Principles of Marketing 7 ed.

    Engelwood Cliffs, NJ: Prentice- Hall.

    2. Visit the Emerald, Ebsco Host websites. Contact the librarian for

    websites addresses.

     nd3 Lancaster, G & Reynolds, P. 2003. Marketing Made Simple. 2. Ed.

    Elsevier Science: Oxford.

    4 Czinkota, MR & Rankainen, IA. 2002. International Marketing. 2002

    Upadate. Michael P. Roche: Ohio

5 European Journal of Marketing

6 Journal of Customer Services

7 Journal of Retailing

8 Harvard Business Review

9 Managing Service Quality

Bibliographical and text references

    Students are kindly requested to use bibliographical and text references according to the guidelines laid down by the Institution. A copy of the guidelines is available in the library and at the local bookshop.

HOW TO STUDY

    When you study BMBIX3B and/or BMBIY3B, you should:

    ; attentively study the outcomes on all levels (module, learning unit,

     learning section);

    ; view the module plan for a bird’s eye view of what the module

     entails;

    ; view the list of contents of the first learning unit;

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    ; page through the learning materials to determine the

    organization, difficulty level, and volume;

    ; read the learning material according to the instructions provided in the

    learning guide and learning outcomes;

    ; do all learning activities (exercises) in every learning section (or

    learning part) of the learning guide;

    ; be well prepared for all group meetings (discussions) according to the

    time schedule. In other words study the sections indicated/listed in the

    learning guide in order to take part in the group discussion;

    ; complete all self-evaluation exercises and mark each according to the

    answers/instructions/solutions provided;

    ; submit fully completed assignments according to the time schedule;

     complete the summative evaluation [exercise(s)/questions] and follow ;

    the instructions provided.

Develop a personal approach when studying this module,

    ; By relating the concepts covered in the learning units to the real

    marketing environment.

    ; Examine how different marketing companies that you know apply these

    marketing concepts.

    ; Interview a Marketing Manager of any medium sized company, and find

    out why the company has adopted these concepts and how they are

    incorporated into the companies activities.

ASSESSMENT

    Assessment takes place on a continuous basis by means of a variety of methods and may include the following:

    ; Active participation in class discussions

    ; A formal practical assignment.

    ; One informal assignment

    ; Two group discussion

    ; Two semester tests

    It would be advisable for all marketing students to familiarize themselves with the concept of online learning and assessment as students may from time to time be required to perform on line assessments and assignments.

The above-mentioned will determine the year mark.

    The final examination for module 1 & 2 will each consist of a two-hour examination paper. To gain access to this examination a year mark of at least 50% is expected. A sub-minimum of 40% is required in the final examination.

The final mark will be determined as follows:

    Year mark 50%

    Examination mark 50%

    Total 100%

    Pass mark for this module 50%

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ATTENDANCE

    The rules of the Institution determine that each student must attend at least 70% of her or his classes. If you attend less than 70% of your classes, you will be barred from writing the examination, even despite the possibility that your year-mark may make you eligible for the examination.

    The department feels that classes will definitely help students to better their proficiency in Retailing. Therefore, this rule will be enforced. A roll call list will be circulated during lecture periods and you will be expected to sign the list.

    Make sure that you DO SIGN the list. At the end of the period, the lecturer will immediately indicate the absence. An excuse such as “I was in class – I forgot

    to sign “ is unacceptable. If you did not sign, you were not there!

    It is also the policy of this department to keep to the dates determined by the Vaal University of Technology, We do not “give off” classes. Even at the last

    days of semesters, class will proceed as normal. If you miss any classes, the work that was discussed during that period is considered as completed by the lecturer. If you feel you missed a section, because you were not in class, that part of the work is regarded as self-study.

     WHAT DOES A STUDENT DO IF SHE OR HE WAS ABSENT FROM

    CLASS?

    It is the responsibility of the student to come and offer a reason for their absence with the lecturer. The only accepted reasons for absences are (1) a copy of a medical certificate, indicating the reason for absence and the dates you were excused or (2) a copy of a death certificate or a copy of a funeral notice indicating that you attended the funeral of a close relative or friend. Hand in this documentation within 3 days after the date that you were absent.

     WRITING OF TESTS

    The dates of the class tests that will be written will be arranged with the students very early in the semester. After we have decided upon the dates, and all parties have agreed that those dates are suitable, NO CHANGES will

    be made. To say that you have too much work all of a sudden, or that you write to many tests all of a sudden will not be accepted as excuses, as the dates for tests will allow students ample time to prepare. VERY IMPORTANT:

    A test is only written ONCE. There is no second chance to write that test.

    Your first attempt is your final attempt.

     WHAT DOES THE STUDENT DO IF SHE OR HE WAS ABSENT FOR

    A SCHEDULED CLASS TEST?

    The only accepted reasons for absences from a scheduled class test are (1) a copy of a medical certificate, indicating the reason for your absences and the dates you were excused or (2) a copy of a death certificate or a copy of a funeral notice indicating that you attended the funeral of a close relative or friend. If you are absent without excuse from a scheduled class test, you get

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    0%. Please take note there is no such thing as a second chance test! Hand in this documentation within 3 days after the date that you were absent.

     HANDING IN OF ASSIGNMENTS

Students should hand in assignments during their normal class periods

    decided upon for the handling in of assignments. VERY IMPORTANT No

    assignments may be handed in the corridors or during the periods of other students or at the department’s secretaries. Our secretaries are

    instructed not to accept any assignments by students. Assignments need to be marked off the class lists, to ensure that they were handed in properly. Therefore, an assignment handed in at the secretary is not treated as an assignment handed in it was not marked off the class lists.

    Date for delivering projects or handing in assignments will also be determined very early in the semester. Once we have agreed upon a date for handling in of an assignment, the date is fixed and can not be changed. Again, it is the responsibility of the student to arrange with the lecturer if something

    unexpected comes up that hinders the handing in of the assignment.

    HANDING OUT ASSIGNMENTS

    The procedure for handing out of marked assignments is very important. Marked assignments will only be handed out during normal class periods,

    by the lecturer. VERY IMPORTANT: if you miss your class, no

    assignments will be handed out outside the normal class periods, (for example the corridor or elsewhere) or handed to other students. Every

    student must collect her or his OWN MARKED ASSIGNMENT. If you miss the

    class in which the assignments are handed out, you must wait until the next class period in which the assignments, which were not collected during the previous period, will be handed out.

     DISCUSSION OF TESTS AND HANDING OUT OF MARKED TESTS

Tests are also handed out only during the normal class periods. No tests

    are handed out in corridors, between periods, or in other student’s class time. The marked test will be discussed only once, when it is handed out. If you are not there, you can collect your test the next normal class period.

     TERMINATION OF COURSE

    If you decide to discontinue with this course/module, please inform the lecturer when you leave. You must complete a termination of course form, which may be obtained from student administration.

     CONSULTATION HOURS AND DETAIL ABOUT MY LECTURER

    The lecturer will be available in his office for an hour and half consultation hours a week. These hours will be decided upon during the first periods we have together. Students are free to make an appointment with the lecturer during these consultation hours.

ICONS USED IN THIS MODULE

    1 2 3 4

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     Additional Reading Answers Application Work Assignment 5 6 7 8

     Estimated Study Time General Survey Group Discussion Individual Excercises 9 10 11 12

     Next Assessment List of concepts, with or Opening remarks / Important Information According to the without explanations Introduction schedule

    13 14 15 16

     Outcomes Possible Exam Practical Work Revision

    Questions

    17 18 19 20

     Study the material in Study the following Soundtrack the prescribed book or Study Hints passage thoroughly article etc.

    21 22 23 24

     Prepare your answers

    for the next contact Submission Date Summary of keypoints Test your knowledge session / practical

    session

    25

     Prior Learning

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ACTION VERBS

    In preparation for your studies in this module the action verbs used in the assessment of your work in this module are given to you in advance. Make

    sure that you understand the meaning of each and that you deliver your work accordingly.

; Define

    To supply the accurate meaning of a concept. [Example: Define the

    concept marketing.]

; Name/mention/list/state

    Briefly name/mention/list/state without giving details. Neither a discussion

    not an explanation is necessary. [Example: Name three elements of

    marketing communication]

; Outline

    Emphasise the major features, structures or general principles of a topic,

    omitting minor details. Slightly more detail than in the case of naming,

    listing or stating or information is required. [Example: Outline the major

    responsibility of a marketer]

; Comment

    Briefly stating your own opinion on a subject. [Example: Comment on the

    current status of marketing in South Africa]

; Indicate

    Point out, make known, state briefly. [Briefly state the characteristics of

    advertising.]

; Identify

    Give the essential characteristics or aspects of a phenomenon, for

    example a good research design. [Example: Identify the elements of the

    marketing mix.]

; Demonstrate

    Include and discuss examples. You have to prove that you understand

    how a process works or how a concept is applied in real-life situations.

    [Example: Give a written demonstration of a distribution channel.]

; Describe

    Say exactly what something is like, give an account of the characteristics

    or nature of something, explain how something works. No opinion or

    argument is needed. [Example: Describe the gaps that exist between

    production and consumption.]

; Discuss

    Comment on something in your own words. Often requires debating two

    viewpoints or two different possibilities. [Example: Distinguish between a

    wholesaler and a retailer.]

; Essay

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    An extensive description of a concept is required. [Example: Write

    an essay on management and environmental change.]

; Example

    A practical illustration of a concept is required. [Example: Give an

    example of benefit positioning.]

; Explain/clarify

    Clarify or give reasons for something, usually in your own words. You

    must prove that you understand the contents. It may be useful to use

    examples or illustrations. [Example: Briefly explain the following types of

    sales promotion tools: samples, contents and sweepstakes.]

; Illustrate

    Draw a diagram or sketch the representation of a phenomenon or idea.

    [Example: By means of a diagram, explain the distribution of consumer

    goods.]

; Motivate

    You should give an explanation of the reasons for your statements or

    views. You should try to convince the reader of you view. [Example:

    Write an essay on the future of Marketing in South Africa. Motivate your

    answer.]

; Summarise

    Give a structured overview of the key (most important) aspects of a topic.

    This must always be done in your own words. [Example: Give a summary

    of the core characteristics of advertising.]

; Analyse

    Identify parts or elements of a concept. [Example: Analyse the marketing

    process.]

; Compare/contrast

    Point out the similarities and the differences between objectives, ideas or

    points of view. When you compare two or more objectives, you should do

    so systematically completing one aspect at a time. It is always better to

    do this in your own words. [Example: Compare primary and secondary

    data in marketing research.]

; Debate

    Logically formulate an argument by discussing opposing viewpoints, such

    as similarities and dissimilarities; pros and cons; advantages and

    disadvantages on a given topic. Follow a question attitude and hold a

    formal argument. [Example: Debate the challenges that are facing stmarketers in the 21 century.]

; Criticise

    This means that you should indicate whether you agree or disagree with a

    certain statement or view-point. You should describe what you

    agree/disagree with and give reasons for your view. [Example: Write

    critical comments on conducting marketing research on the Internet.]

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