Marketing and Customer Engagement

This subject is a review of current marketing practices, it presents the theoretical underpinning of practice, and examines trends and the role of the consumer in the marketing practice.

Marketing is an evolving and dynamic area of business. In this subject we will explore the core concepts and theories of marketing, with a focus on applying these to your own experiences as a consumer. We will study examples of real companies, real marketing decision makers and the real-life marketing issues that they have faced in recent times. We will also examine examples of companies that make ethical and sustainable decisions to help their brand and society, and explain how companies are using the latest technological advances in creative ways to get their message to consumers.

Learning Outcomes

1. critically evaluate and apply marketing principles and theories to selected "real life" organisations and case studies;

2. apply the strategic planning and marketing decision process;

3. evaluate new social media and their value in a marketing context;

4. appraise marketing from a holistic perspective within the organisation.

ASSESSMENT TASK 1: CASE STUDY

In the text, at the start of each chapter, is a ‘Decision Maker's' case. Choose any one of these cases in the text (not only the ones recommended for the readings) and study the real-life solution given at the end of its chapter. Identify one case in which you disagree with the decision taken, or identify a case where you believe one of the options could have been argued more strongly, or alternatively detail an option that was not considered. In the world of marketing many options are possible, and just because an option was selected (and it worked, and thus, was included in the text), does not necessarily mean that it was the ideal course of action - others may have been better, but we will never know! This is an opportunity to apply your unique insights and to be flexible in your marketing thinking.

Having chosen a case to critique, you will prepare a detailed argument for selecting one of the non-chosen options. Of course you have the benefit of hindsight! You can refer to changes in the business environment which weaken the correctness of the original decision, or bring in other issues which strengthen the argument for one of the non-selected options. You may also suggest a completely different and additional course of action.

ASSESSMENT TASK 2: MARKETING PLAN - DESCRIPTION

For this assessment, you are required to choose a specific Australian organisation (or one operating in Australia) and develop a marketing plan for their product or service. The organisation can be a start-up venture that is attempting to bring an innovative product or service to the marketplace, or a well-established organisation that is seeking to be more innovative and creative in their marketing practices. You must have your chosen organisation approved by your lecturer prior to commencing this assessment.

Your marketing plan will be underpinned by sound research and demonstrate thoughtfulness, understanding of marketing issues and have an implementation plan to show how the organisation should proceed. Your report will include the following:

description of the organisation, and the product or service; market analysis, including direct and indirect competitors;

PESTLE (political, economic, socio-cultural, technological, legal and ecological) analysis; SWOT (strengths, weaknesses, opportunities and threats) analysis;

A consumer behaviour analysis, including identification of the type of consumer and target market for the product or service;
marketing plan (4P's)

• analysis of the product (or service) and branding;
• pricing strategy;
• distribution (place) options;
• an outline of an Integrated Marketing Communications plan (IMC: promotion); and, Financial and operational plans; and, implementation and control strategy.

Be creative but also realistic in developing your marketing plan. Your budget is $50,000. Prepare the report as if you were going to be presenting it to the organisation you have chosen. The intention is to create a marketing plan that the organisation could actually implement!