Mart202 Product and Brand Management COURSE OUTLINE

Transcription

1 COURSE OUTLINE Semester One, 2012

2 Table of Contents Paper Description and Aims... 3 Learning Outcomes... 3 Teaching Staff... 3 Course Delivery... 4 Expectations and Workload... 4 Course Materials and Course Resources... 4 Blackboard... 5 Assessment... 5 Assessment Grid... 7 Safe Assign... 7 Lecture and Tutorial Timetable... 8 Tutorials Labs Student Learning Centre Class Representatives Dishonest Practice and Plagiarism Concerns about the Course Disclaimer Policy on Student Internal Assessment Policy for Special Consideration in Final Exams

3 Paper Description and Aims An examination of the theoretical and applied aspects of product management, including new product development, branding and the role of the product manager. Semester EFTS 18 points Prerequisites: (BSNS103 or MART102) & (MART112 or MART101) Learning Outcomes MART 202, Product and Brand Management, aims to introduce students to a range of subjects that are of immediate and practical importance to a product manager. The course prepares students to perform well as junior/entry level marketing managers by identifying the tasks that such individuals perform, and by giving training in them. It also supports the third year marketing major core. Teaching Staff Paper Administrator Name: Mr. David Bishop Office: CO [email protected] Office Hours: Please refer to Blackboard Lecturer Name: Dr. Rob Hamlin Office: CO [email protected] Office Hours: Monday/Wednesday 2:30-3:45 You should contact the Paper Administrator with any administrative enquiries about the paper, e.g. tutorial changes, or requests for late submission of assignments. Lecture Day/Time: Monday/Wednesday 14:00 14:50 Room: TBA Tutorials Day/Time: Monday to Thursday, Multiple streams. Times and rooms TBA 3

4 Course Delivery Every week students must attend two 50 minute lectures and one 50 minute tutorial. Lectures consist of a series of modules each one corresponding to a specific subject. These modules are given below: 1 - Dealing with products & brands 2 - Dealing with point of sales communication 3 - Dealing with new products 4 - Dealing with old products 5 - Dealing with market research 6 - Dealing with sales 7 Dealing with market power 8 - Dealing with financial accountability The basic material is delivered in lectures and key points are reinforced in tutorials and via the review questions. Tutorials begin in the first week. You will be allocated to a tutorial and this will be available in your PIMS. Tutorial times and locations will be posted on Blackboard during the first week of lectures. The course calendar (in this outline and online on Blackboard) details semester dates, lecture topics, labs, tutorials and assessment related scheduling information. Note that this calendar may change as the course proceeds. Any changes will be announced at lectures and detailed on Blackboard. Students are expected to prepare for and attend all classes to gain full benefit from the course These activities should be prepared for by reviewing information detailed on Blackboard and completing any assigned readings. Students unable to attend a lecture are expected to catch up on missed material. Unless stated otherwise, all aspects of the course are examinable. Expectations and Workload MART 202 is an 18 point paper. Based on the University s guidelines students can expect to spend about two hours working per week, per three points, for a single semester paper. You should expect to spend up to 12 hours per week on this course. This includes lectures, tutorials, course work and preparation. Course Materials and Course Resources No text is specified for this course. The review questions issued with the lectures provide the learning structure that supports the lectures, tutorials and labs. However, if students require further 4

5 information for reference, the library has a wide range of product and brand management titles, which students may consult in the course of their studies. Materials supporting the lectures, tutorials assignment and the review questions will be available via Blackboard. All material required for a week of study will be available on Blackboard by the Friday of the previous week. The University Library provides online resources for students. These include subject guides, and other research resources, and citation styles. Check it out at Blackboard Blackboard provides you with access to course materials, and class notices will be posted on Blackboard. All material for this course will be listed under the Course documents folder page of the MART 202 Blackboard page Lecture slides, review questions and tutorial cases will be posted here on the Wednesday before the week that they will be used. Students are expected to bring hard copies of the tutorial cases with them to their tutorials. Blackboard is used to the whole class so it is important that you check your student and Blackboard regularly, or use PIMS to redirect your s to your personal account. You will find helpful links to the Library referencing page, the Student Learning Centre, and writing resources in Blackboard. Assessment All material presented is examinable (except where stated otherwise) by assignments and the final examination. All important assessment information such as due dates and times, content, guidelines and so on will be discussed at lectures and, where appropriate, detailed on Blackboard in the week prior to each assessment. Students are responsible for ensuring that they are aware of this information, keeping track of their own progress, and catching up on any missed classes. The assignment is a highly applied individual exercise. It involves the practical application of a technique, which will have been introduced in the course prior to the issue of the assignment. There is a tight page limit, which will be strictly enforced. Work beyond this limit will not be examined, and will be treated as if it did not exist. Reports that show a logical approach to the problem, the correct application of the technique/approach concerned, and good flair/creativity will receive high marks. Students should also note that a commercial format will be required for this report. Commercial format, and other key commercial communications issues, will be covered in an attachment to this outline. Further details may be obtained via the standard university text on this issue Writing Guidelines for Business Students, by Lisa Emerson, which is available from the University Bookshop. Where conflicts or ambiguities arise between the guidelines attached to this outline and the Emerson text, the attached guidelines may be taken as the definitive version. Failure to apply commercial format and standards will lead to a significant downgrading of work. 5

6 The Terms Test is a one hour multiple choice exercise, and is driven by materials delivered in the lectures. In most (but not all cases) questions can be related to individual lecture slides. The Final is driven by lecture and tutorial material. The three short questions are derived from the lectures. At the beginning of each lecture, a sheet with several review questions will be handed out to students. Over the duration of the course, these handouts will build up to a bank of around 80 review questions. These review questions are designed to allow students to consider the techniques, concepts and approaches described in the lectures at which they are handed out. Some may require the student to undertake some additional research in order to gain sufficient understanding to provide an adequate resolution to the problem posed in the question. The case that forms the second part of the Final is driven by the tutorials. Each week, a short case will be discussed in the tutorial. The case will cover information delivered in the previous week s lectures. Each case will consist of a short case description and a set of review questions. These review questions will be fully discussed in the tutorial. The cases will be available on Blackboard for one week before the tutorial takes place, so students are encouraged to download and study these cases before they attend the tutorial. The second part of the Final will consist of one of the cases drawn from the tutorials given up to that point reproduced verbatim Students will have one hour to answer the case questions associated with it. The tutorial cases and lecture review questions define the course, and as a result take the place of a set text. The first part of the final examination will consist of a random selection of three of the review questions. Most of these would appear in the exam verbatim. However, some of the more involved questions may be edited to allow for the restricted writing time available in the final. Such editing would only involve the deletion of some parts of the question. A couple of lectures involve numerical techniques. The review questions for these lectures are therefore only issued for the purposes of practice, and versions of these questions that employ different figures may be set in the final if this material is covered. The lectures where this exception applies will be clearly identified in the review question handouts. All the tutorial cases are examinable. Many questions are preceded by a [c] prefix. This prefix means that an answer in commercial format is required for that question, and failure to do so attracts a grade penalty. The nature of commercial format is given in Lecture One and the accompanying handout. Students should be aware that, unlike a set text, a learning system of this type is not amenable to a last minute cramming approach. Reviewing seventy questions from scratch simply takes too much time. Students who wish to perform well in the final examination should therefore aim to study each set of review questions and tutorial case in the week that they are handed out. Informal groups of two to four students are a good way of enhancing the quality and efficiency of this process. Students should keep written records of their answers for revision purposes. The tutorials cover course material a week in arrears, so studying the questions in the week that they are issued allows students to address any issues in the following week s tutorial. 6

7 Assessment Grid Learning Outcome Assessment Assessment Exam Total Individual Assignment Due Date: Thursday,19 th April, 5.00 pm 25% Terms Test 1 hour - Thursday 24 th May multiple choice questions carrying equal marks 25% Final Examination 2hr Closed Book, Time TBA 50% Total 100% The grading scheme used at Otago is: A C A C A C B D B E <40 B Safe Assign Please be aware that Safe Assign may be used for assessments in this paper. Safe Assign is a plagiarism detection tool which can report matches between sections of students work submitted to it and material on a comprehensive database to which Safe Assign has access. This includes material on the internet and other student s assignments which have previously been submitted to Safe Assign. Assignments will need to be submitted to the Final Version Assignment folder in the Blackboard course for this paper. You may submit your assignment to this folder only once. You also have the option of submitting one draft assignment to the Draft Safe Assignment folder. If you choose to utilise this option, you will receive the report generated which contains a percentage mark of the paper that matches other sources. Assignments submitted to the Draft Assignment folder will not be assessed; however the report will be available for the paper coordinator to view. You can find further information on Safe Assign and dishonest practice at: 7

8 Lecture and Tutorial Timetable Week Number Subject 1 Lecture 1 27/2/12 Course introduction: Course objectives, structure grading & special requirements. RH/DB Lecture 2 29/2/11 Products and Brands, their origins: Typical Marketing Functions within large and small organisations. Structures, staff and line relationships. DB Tutorial 1 27/2-2/3/12 Case 1 - Speedon Selectamatic. Examines issues related to general business communication skills. 2 Lecture 3 5/3/12 Products and Brands. An in depth review: What they are. A day in the life of a brand manager. DB Lecture 4 7/3/12 Brand & Product strategies: The 4Ps with special reference to products and brands an introduction. DB Tutorial 2 5-8/3/12 Case 2 - Just the Job Examines issues related to defining he role of the Product Manager 3 Lecture 5 Brand and Product tactics: Market activities, product/ brand 12/3/12 portfolios. DB Lecture 6 Current practice: Category management. DB 14/3/12 Tutorial /3/12 Case 3 - Building Bridges Examines issues related to managing by persuasion & consensus. 4 Lecture 7 19/3/12 Dealing with point of sale communications (I): Point of sale, the moment of truth in marketing. RH Assignm t 1 19/3/12 Assignment: Point of sales communications and branding exercise available Monday, Week 4 Lecture 8 21/3/12 Dealing with point of sale communications (II): Advertising, promotions and branding at the point of sale. RH Lab 1 Dealing with point of sales communications: PowerPoint based 19/3/12 product design exercise. Available Monday, Week 4. Supervisor available Rm. 6: & 4-5 on the day specified. 5 Lecture 9 26/3/12 Dealing with point of sale communications (III): The marketing design interface, preparing design briefs. RH Lecture 10 Assignment Client briefing 28/3/12 Tutorial /3/12 Case 4 - Pam s Returnables Examines issues related to developing a graphic artist s brief. 6 Lecture 11 2/4/12 Dealing with new products (I): Why we need new products & new products policy. RH Lecture 12 4/4/12 Dealing with new products (II): Pressure points in the process (video). RH Tutorial 5 2-5/4/12 Case 5: The Mousetrap Examines issues related to the development of product concepts and specifications /4/12 MID SEMESTER BREAK 8 Lecture 13 Dealing with new products (III): Pressure points in the process. RH 16/4/12 Lecture 14 18/4/12 Dealing with old products: Why we need to get rid of them, deletion decision, deletion processes. RH Tutorial /4/12 Case 6: Canned Dog Food Examines issues related to old product deletion 8

9 Assignm t 1 19/4/12 9 Lecture 15 23/4/12 Lecture 25/4/12 Tutorial /4/12 Assignment: Point of sales communications and branding exercise - due into third floor course box Thursday,19 th April, 5.00 pm Dealing with market research (I): The role of research in product and brand management. RH ANZAC Day (No lecture) Case 7: The Sinclair C5 Examines issues related to the New Products Development process in its entirety Tutorials on 25/4/12 (Anzac Day) to other tutorials in the week. Dealing with market research (II): The state of mind of the decision maker. RH Dealing with market research (III): Giving the decision maker what they need. RH Case 8 - Incorpor8 Examines issues related to research design and scoping. Dealing with Sales (I): The role of sales in the marketing mix. RH Dealing with Sales (II): Managing sales. RH 10 Lecture 16 30/4/12 Lecture 17 2/5/12 Tutorial 8 30/4 3/5/12 11 Lecture 18 7/5/12 Lecture 19 9/5/12 Tutorial 9 Case 9 - Lysander s Wine Cellars Examines issues related to research 7-10/5/12 design and scoping. 12 Lecture 20 Dealing with Sales (III): The selling process. RH 14/5/12 Lecture 21 Dealing with Power (I): Marketers & imperfect markets. RH 16/5/12 Tutorial 10 Case 10 - That s the Spirit! Examines issues related to sales force 14-17/5/12 relationships 13 Lecture 22 Dealing with power (II): Benign & malignant market power. RH 21/5/12 Lecture 23 Dealing with financial accountability (I): Why we should crunch the 23/5/12 numbers. RH Tutorial 11 Case 11 The Otago Canterbury Boat Race Examines issues related 21-24/5/12 to personal selling. 24/5/12 TERMS TEST: 1 hour 7-8 pm, 40 multiple choice questions 14 Lecture 24 Dealing with financial accountability (II): Constructing financial 28/5/12 models of single products. RH Lecture 25 Dealing with financial accountability (III): Constructing financial 30/5/12 models of multiple products. RH Lab2 Dealing with financial accountability: Product modeling exercises 28/5/12 Supervisor available Rm. 6: & 4-5 on the day specified. TBA FINAL 2 hours: 3 20 marks 1 40 marks University Exam Period First Semester Wednesday 6 June to Wednesday 20 June

10 Tutorials Tutorials begin in the first week of semester. You will be allocated to a tutorial and this will be available in your PIMS. Tutorial times and locations will be posted on Blackboard during the first week of lectures. Tutorials offer you the opportunity to work in groups on a series of tasks designed to apply the concepts that you have been exposed to in class and from your reading, and to stimulate your interest in the course as it applies to everyday issues. The key feature of tutorials, as opposed to lectures and individual study, is participation of all members of the tutorial group. Please prepare for tutorials before going to them. Labs There are two labs in this course. Neither are compulsory. The first is a PowerPoint exercise to prepare students without graphics experience for the Assignment. The second acts as an applied adjunct to the final module for those who are interested in developing their skills in this area. Both labs are self contained exercises that may be done at any time and in any location. Support for both is delivered at the times and places stated in the course outline. Student Learning Centre The Student Learning Centre, which is part of the Higher Education Development Centre, provides learning support, free of charge, to ALL enrolled students. Their services include: a workshop programme designed to help students to improve their learning strategies and their generic skills; individual assistance with learning issues; on-line study skills advice; a student leadership programme a student-led peer support programme for students of all ages and backgrounds. conversational English groups for students from a non-english speaking background The Centre also provides two very helpful study guides, Guidelines for Writing and Editing and Writing University Assignments and these are available on the SLC website. Class Representatives The class (or student) representative system is an avenue for encouraging communication and consultation between staff and students. It provides you with a vehicle for communicating your 10

11 views on the teaching and delivery of the paper and provides staff with an opportunity to communicate information and gain constructive feedback from students. It contributes to the development of a sense of community within a department and it adds a further dimension to the range of support services offered to students. Volunteers for the role of class representatives will be called early in the semester. The OUSA invites all class representatives to a training session, conducted by OUSA, about what it means to be a class representative and some of the possible procedures for dealing with issues that arise. They also provide information on the services that OUSA offers and the role OUSA can play in solving problems that may occur. The OUSA provides support to class representatives during the semester. Departmental staff will also meet with class representatives during the semester to discuss general issues or matters they wish to have considered. Dishonest Practice and Plagiarism Students should make sure that all submitted work is their own. Plagiarism is a form of dishonest practice. Plagiarism is defined as copying or paraphrasing another s work and presenting it as one s own (University of Otago Calendar 2012). In practice this means plagiarism includes any attempt in any piece of submitted work (e.g. an assignment or test) to present as one s own work the work of another (whether of another student or a published authority). Any student found responsible for plagiarism in any piece of work submitted for assessment shall be subject to the University s dishonest practice regulations which may result in various penalties, including forfeiture of marks for the piece of work submitted, a zero grade for the paper, or in extreme cases exclusion from the University. The University of Otago reserves the right to use plagiarism detection tools. Concerns about the Course We hope you will feel comfortable coming to talk to us if you have a concern about the course. The Course Coordinator will be happy to discuss any concerns you may have. Alternatively, you can report your concerns to the Class Representative who will follow up with departmental staff. If, after making approaches via these channels, you do not feel that your concerns have been addressed, there are University channels that may aid resolution. For further advice or more information on these, contact the departmental administrator or head of department. Disclaimer While every effort is made to ensure that the information contained in this document is accurate, it is subject to change. Changes will be notified in class and via Blackboard. Students are encouraged to check Blackboard regularly. It is the student s responsibility to be informed. 11

12 DEPARTMENT OF MARKETING Policy on Student Internal Assessment The purpose of this document is to have a consistent policy throughout the department as well as to develop students time management skills. It reflects usual practices in the business world in which neither success (here: grades) nor deadlines are negotiable. 1. Dissemination of Grades Regarding internal assessment, class averages and distribution will be displayed graphically by letter grade for each piece of the assessment. The letter grade only will be returned to the student on their work. At the end of the semester, all internal assessment will be displayed by Student ID with the letter grades for each assignment. All students are requested to check these when posted on the web-based Blackboard any discrepancies should be reported to the course coordinator as soon as possible. 2. Late Assignments Assignments received after the deadline and within 24 hours after the deadline will have 25% deducted from the available grade for the piece of assessment (ie. a 78% becomes a 53%). Assignments received 24 hours and later than the deadline will not be marked and there will be no grade given. 3. Extensions Extensions will be granted only in exceptional circumstances (eg. illness with supporting medical documentary evidence stating nature and length of impairment, family emergency, provincial or national representative activities) by the appropriate paper administrator. If the assignment or internal assessment tests count significantly towards the final result then a formal medical certificate is required. As a guideline, an internal assessment component which counts for 20% of the final result would be considered significant. 4. Tutors and lecturers are not authorised to give extensions. Only the paper administrator should be approached (consult the course outline for the person(s) responsible). Computer problems do not constitute an exceptional circumstance unless it is an officially notified failure of university equipment. 5. Plagiarism Plagiarism is the dishonest use of someone else s words, facts or ideas, without proper acknowledgement. Most students will include other people s ideas and information in their work and assignments - such material may be either quoted or digested and used by students. In either case, acknowledgement is essential. Note that the University of Otago Calendar under Student Conduct Rules Part 1 Section 1 (e) states that no student shall engage in any dishonest practice as described in regulation 5(b) of the Examinations and Assessment Regulations in connection with an examination or other method of academic work which counts towards the attainment of a pass in any subject. 6. Problems with group work Where group work is set and a group is experiencing difficulties, the students should approach their tutor to try to resolve these differences. The tutor will counsel the group, or individuals from the group, on the procedures open to them to resolve group problems (the problem should be raised prior to the work being completed or handed in). The procedure to be followed is: i) students should try to resolve the problems within the group without outside assistance. ii) iii) students should meet with their tutor to endeavor to resolve outstanding issues. the tutor will arrange for students to meet with the paper administrator who will endeavor to resolve the situation. This procedure MUST be completed to step iii) before the assignment is submitted for grading. Where there are still unresolved difficulties, step iv) will be implemented. iv) students will complete a Peer Assessment form available from the appropriate paper administrator (which must be submitted to the tutor or paper administrator before any grades are released). Paper administrators reserve the right to require all students to complete peer assessment forms at any time during and/or after submission of an assessed group project. Should there be differences in the peer assessment forms, the student(s) will be required to either submit in writing to, or meet with a group comprised of their paper administrator and lecturer(s) and others (as deemed appropriate) to provide an explanation for the discrepancy. A differential allocation of grade may result from this process. 12

13 DEPARTMENT OF MARKETING Policy for Special Consideration in Final Exams *** All applications for special consideration must be dealt with through the examinations office not the department **** The Special Consideration provisions apply only to final examinations and only where it is clearly documented that a candidate has been prevented from taking an examination through illness or other exceptional circumstances beyond his or her control; or has been seriously impaired by illness or other exceptional circumstances beyond his or her control at the time of, or in the 14 day period immediately prior to the examination itself. Where students have been affected by illness or other exceptional circumstances during the teaching period, they are expected to have informed Heads of Departments directly at the time (not individual lecturers or tutors). Process You need to obtain an application form from the University Information Centre or Student Health. You can also download the Application for Special Consideration in Final Examinations form Application for Special Consideration in Final Examinations form If your condition persists and you find that you are still seriously impaired for a later examination, do not submit a second application form, but contact the Examinations Office for advice ( ). No special arrangements can be made for candidates who fail to attend examinations at the correct time. Deadline: Five calendar days from the date of the last examination for which you are making an application for Special Consideration. Please Note: Applications cannot be accepted without supporting documentation such as a medical certificate. For further information please see: Health Declaration for Special Consideration Application Absences 1. A student may be offered an aegrotat pass providing: (a) (b) their grade for internal assessment is C+ or better and the internal grade they have achieved has contained a significant element of individual work as opposed to group assignments (25% of the total grade for the paper). 2. All other cases will be offered a special examination. 3. In some cases that qualify for an aegrotat, it may be relevant to offer the student the choice of an aegrotat or a special examination. For example aegrotats at any stage of the course can have a detrimental effect on a student s ability to qualify for scholarships. 4. Special examinations for Semester One 2012 will be held on (date to be arranged), in the week prior to Semester Two commencement. Special examinations for Semester Two 2012 will be held on (date to be arranged), two weeks after cessation of official examination period. Impaired Performance 1. If the student has no internal assessment there will be no adjustment to the exam mark and only an optional special will be offered. 2. If the student has internal assessment the examination mark may be adjusted by taking account of the discrepancy between the examination and internal marks, with particular attention to individual work for the student in comparison to that for the whole class. 3. In all other circumstances the student will be offered the choice of accepting this mark or sitting a special examination. 4. Once a student accepts to take a special examination the original examination mark is nullified and the result of the special examination replaces the original mark, even if it is lower. Any absence or impairment for the special examination must be covered using the same regulations as apply for normal university examinations. 13