Subject Name: Managing Consumer Markets
Subject Code: BU1108:03/BU1808:03
Study Period: SP51, 2015
Study Mode: Internal
Campus: JCU Singapore
Subject Coordinator: Dr Janelle Rose
Lecturer: Derrick Lee (Lecture A) and Chuanchu Thurston (Lecture B)
Subject Tutors: Cheong Tack Hoong, and Samuel Cheong
Pre-requisites: NIL
This subject outline has been prepared by Dr Janelle Rose for the College of Business, Law and Governance,
Division of Tropical Environments and Societies, James Cook University. Updated 17 March 2015.
Q1. This subject is offered across more than one campus and/or mode and/or teaching
period within the one calendar year.
Yes
No
Q2. If yes [Q1], the design of all offerings of this subject ensure the same learning
outcomes and assessment types and weightings.
Yes
No
Q3. If no [Q2], _________________________ has authorised any variations, in terms of equivalence.
© Copyright 2015
This publication is copyright. Apart from any fair dealing for the purpose of private study, research, criticism, or review as
permitted under the Copyright Act, no part may be reproduced by any process or placed in computer memory without written
permission.
College of Business, Law & Governance
BU1108:03 Managing Consumer Markets
Page 2
Contents
Section 1. Subject at a Glance …………………………………………………………………………………………….. 4
1.1 Staff contact details ……………………………………………………………………………………………………… 4
1.2 Student participation requirements …………………………………………………………………………………. 4
1.3 Key dates …………………………………………………………………………………………………………………… 5
Section 2. Subject Details …………………………………………………………………………………………………… 5
2.1 Subject description ………………………………………………………………………………………………………. 5
2.2 Subject and course learning outcomes……………………………………………………………………………. 6
2.3 Learning and teaching in this subject ……………………………………………………………………………… 6
2.4 Student feedback on subject …………………………………………………………………………………………. 7
2.5 Subject resources and special requirements ……………………………………………………………………. 7
Section 3. Assessment Details ……………………………………………………………………………………………. 9
3.1 Requirements for completion of subject…………………………………………………………………………… 9
3.2 Feedback on student learning ……………………………………………………………………………………….. 9
3.3 Assessment Tasks ………………………………………………………………………………………………………. 9
Section 4. Other Information about Assessment and Student Support ………………………………… 16
4.1 Submission and return of assessment …………………………………………………………………………… 16
4.2 Plagiarism and referencing ………………………………………………………………………………………….. 16
4.3 Important advice relating to examinations ……………………………………………………………………… 16
Section 5. Subject Calendar ………………………………………………………………………………………………. 18
Section 6. Assessment Criteria Sheets ………………………………………………………………………………. 19
College of Business, Law & Governance BUBU1108:03/BU1808:03 Managing Consumer Markets
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Section 1. Subject at a Glance
The following summary provides a quick reference to the most important aspects of this subject. Please ensure
that you have read the entire subject guide in full.
1.1 Staff contact details
The following staff members are responsible for the preparation and/or delivery of this subject. Please contact the
relevant staff member if you have any concerns during the study period.
Teaching team
Staff member
Campus
Subject Coordinator
Dr Janelle Rose
Cairns
Lecturer A
Derrick Lee
Singapore
Lecturer B
Tutorials A and C
Chuanchu
Thurston
Singapore
Tutorials B, D, E, and
F
Cheong Tack
Hoong
Singapore
BU1808 Tutor
Samuel Cheong
Singapore
Room
A1.237
Phone#
Consultation
times*
4232 1082
janelle.rose@jcu.edu.au
–
–
derrick.lee@jcu.edu.au
TBA
–
–
chuanchu.thurston@jcu.edu.au
–
–
tack.cheong@jcu.edu.au
–
–
samuel.cheong@jcu.edu.au
*Other consultation times by appointment only. # other contact modes – Skype address
1.2 Student participation requirements
The JCU Learning, Teaching and Assessment Policy (4.3) indicates that, “a 3 credit point subject will require a
130 hour work load of study-related participation (including class attendance) over the duration of the study
period, irrespective of mode of delivery”. This work load comprises timetabled hours and other attendance
requirements, as well as personal study hours, including completion of assessment requirements. Note that
“attendance at specified classes may be a mandatory requirement for satisfactory completion of some subjects”
(Learning, Teaching and Assessment Policy, 5.9); and that additional hours may be required per week for those
students in need of English language, numeracy or other learning support.
Key subject
activities
Lecture A (Derrick) and
B (Chuanchu)
Workshop A +
Tutorial A (Chuanchu)
Workshop C +
Tutorial C (Chuanchu)
Workshop B +
Tutorial B (Cheong)
Workshop D +
Tutorial D (Cheong)
Workshop E +
Tutorial E (Cheong)
Workshop F +
Tutorial F(Cheong)
Consultation Workshop
(BU1808 only) Samuel
Time
15:00 – 16:50pm
9:00 – 9.5m + 10:00
– 10:50am
11:00 – 11.50am +
12:00 – 12:50pm
9:00 – 9.50am +
10:00 – 10:50am
11:00 – 14.50am +
12:00 – 12:50pm
11:00 – 11.50am +
12:00 – 12:50pm
13:00 – 13.50am +
14:00 – 14:50pm
9.00 – 9.50am
Day/ Date
Wednesday Commences: 11 March 2015
Monday Commences: 16 March 2015
Monday Commences: 16 March 2015
Monday Commences: 16 March 2015
Monday Commences: 16 March 2015
Wednesday Commences: 18 March 2014
Wednesday Commences: 18 March 2014
Tuesday Commences: 17 March 2014
Room/ Location
Sims Dr
Sims Dr
Sims Dr
Sims Dr
Sims Dr
Sims Dr
Sims Dr
Sims Dr
For information on the days and times when lectures, tutorials, workshops, etc. are scheduled for all of your
subjects, visit JCU at http://www.jcu.edu.sg/ and click on the "Daily Timetable" link http://afm.jcu.edu.sg/JCU/InfoDisplay/DailyCourseInfoMain.aspx
College of Business, Law & Governance BUBU1108:03/BU1808:03 Managing Consumer Markets
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1.3 Key dates
A summary of the assessable items for BU1108 is provided in the table below. Please read through the
assessment details presented later in this subject outline.
Item
Supervised
individual
assessment
Weight
Due Date
see Academic Calendar
Census date
www.jcu.edu.sg/timetable/academiccalendar/SP51-53
see Academic Calendar
Last date to withdraw without academic penalty
www.jcu.edu.sg/timetable/academiccalendar/SP51-53
1. Assessment Task 1: Service Product ‘Live Case’
Experience: Marketing Blog
15%
Due Week 5: Monday, 6 April 2015
30%
Due Week 10: Monday, 18 May 2015
55%
Examination Period
Analysis & Evaluation based on experience(individual)
2. Assessment Task 2: Service Product ‘Live Case’
Experience: Marketing Report
Examine the ‘Live Case’ experience context and
recommend an outcome (individual)
3. Final Exam
x
NOTE: This subject includes both summative assessment as outlined above in the table and formative assessment in the form
of 2 multiple choice quizzes (week 3 & 7) to engage you with key topic areas and test your understanding of the main
concepts. The formative assessment should be undertaken but is not included in your final marks for the subject.
You must obtain a final mark of at least 50% to pass the subject. In addition, the expectation is to obtain at
least an average of 50% over all invigilated components (supervised individual assessment) within a subject to
pass the subject overall. Any student who does not achieve a pass in the invigilated components may, in
exceptional circumstances, be reviewed by the College Assessment Committee.
Students who have completed less than 100% of the assessment will be subject to review by the College
Assessment Committee which could result in an overall fail.
Section 2. Subject Details
2.1 Subject description
At the interface between business and society, managing consumer markets sustainably has an important role to
play in shaping the environment for future generations. In developed and developing countries in the tropics and
beyond, consumer markets are evolving as service dominated economies. New service business opportunities
are emerging in the business and not-for-profit sector to meet the needs of changing consumer markets. This
subject examines consumers in evolving markets and explores how businesses need to adapt their practices to
add consumer value and achieve a sustainable competitive advantage. Topics examined: analysing the marketing
environment; gaining insights through information; buyer behaviour; targeting and positioning service products in
competitive markets, developing sustainable service products and brands; managing people and building service
relationships; delivering service products through physical and electronic channels; building sustainable
communication strategies; understanding costs and sustainable pricing approaches; improving service quality and
productivity to manage consumer market demands. The subject integrates knowledge gained from marketing,
operations, information technology and human resource management to manage consumer markets in an ethical
and sustainable manner.
Managing Consumer Markets is a core subject in the BBus course and builds the foundation knowledge and skills
in the wider marketing domain and is essential for further studies in the following Majors: Marketing; Management;
International Business; Sports and Events Management; and Hospitality and Tourism Management. In a wider
business context knowledge and skills gained from this subject will assist students working in all organisational
areas.
College of Business, Law & Governance BUBU1108:03/BU1808:03 Managing Consumer Markets
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2.2 Subject and course learning outcomes
The following table shows the alignment between the learning outcomes at the course and subject level and
assessment. Students who successfully complete this subject will be able to
Subject Learning Outcomes
Assessment
1. explain why sustainable business practices are vitally important, both in
Final Exam
society and for successful businesses;
2. identify service product opportunities that are emerging for businesses and
Report; Final Exam
not-for-profit sector;
3. analyse how functional areas within a business must collaborate to service
Report
consumer markets and sustain a viable business
4. examine the role played by service product marketing elements in adding
Blog; Report; Final Exam
consumer value to changing markets through a sustainable approach;
5. examine in a marketing context how the landscape of modern economies in
Final Exam
the tropics and beyond are developing,
6. demonstrate effective written communication skills in a professional
Blog; Report
business context
Course Learning Outcomes
Assessment
K1 Demonstrate essential knowledge necessary for a career in business
Report; Final Exam
related professions
S2 Apply critical thinking to address issues in business
Blog; Report
S3 Convey information clearly and fluently, in high quality written form
Blog; Report
appropriate for their audience
A2 Demonstrate an awareness of ethical and social responsibility in
Report; Final Exam
professional practice
K – Knowledge; S – Skills; A – Application of Knowledge & Skills
2.3 Learning and teaching in this subject
This subject uses a combination of approaches to teaching and learning, including student centred and teacher
directed approaches. The content of the subject is disseminated using a variety of teaching strategies including
formal lectures, tutorials, secondary research (library and Internet), group work, case studies, and guest speakers
from industry (when available). At the beginning of each lecture, students will be made aware of the expected
learning outcomes, how such outcomes are relevant to the world of business, and the resources that support the
learning outcomes of this subject. Students learning experience is enhanced through experiential activities and
active class participation.
Students are expected to be active participants in the learning process and are encouraged to participate in
the lectures, workshops/tutorials and undertake weekly chapter/case readings.
Tips on how to get a good grade
Read the assigned materials (text chapters and other documents) prior to class.
Make a copy of the PowerPoint slides and add extra notes from the lecture and your own reading.
Try to relate the concepts read to a current situation for a practical application of the theory/concepts.
Actively listen to the lectures, presentations and discussions.
Participate in the discussions. If you participate, you will get a better understanding of the concepts with
the added bonus that you will remember the material more during exam times. We all learn from each
other.
If you do not understand something, ask. If you are too shy or are intimidated to ask during the lecture or
tutorial, ask after class. Try to remember, there is no such thing as a silly question. If you are confused
or wondering about something presented in class, I can virtually guarantee that others are confused or
wondering about the same thing. So please, ask for clarification – help the class!
Look for practical examples of marketing principles/concepts in everyday situations. Ask questions
like which target market is this business trying to reach (customer profile), could the service here be
College of Business, Law & Governance BUBU1108:03/BU1808:03 Managing Consumer Markets
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improved and if yes, how and what should be done differently, how is the firm engaging in sustainable
marketing practices?
Participate in the group activities. Take interest in your class and classmates.
Have the right positive attitude. Your education is an investment in your future.
.
2.4 Student feedback on subject
As part of our commitment at JCU to improving the quality of our courses and teaching, we regularly seek feedback
on your learning experiences. Student feedback informs evaluation of subject and teaching strengths and areas
that may need refinement or change. YourJCU Subject and Teaching Surveys provide a formal and confidential
method for you to provide feedback about your subjects and the staff members teaching within them. These
surveys are available to all students through LearnJCU. You will receive an email invitation when the survey opens.
We value your feedback and ask that you to provide considered feedback for each of your subjects.
Amendments to the subject based on student feedback include providing more support and guidance with
preparing both assessment tasks and addressing only four of the seven P’s in the report that are most relevant.
2.5 Subject resources and special requirements
The prescribed text (Custom Publication) is absolutely essential to this subject. You will be expected
to complete weekly readings and while full topics may not be covered in the lecture, any content of
the prescribed reading is examinable. In other words, what you read is as important as what you hear
(and do) in the tutorials.
Prescribed Text (Compulsory)
Rose, J. (2013). Managing consumer markets (2013 ed.). Frenchs
Forest, Sydney: Pearson Australia Custom Book
Purchase Options available:
Printed text plus MyMarketingLab
bookshop)
(available from JCU
E-book: Value pack Managing Consumer Market Pearson
Vitalsource eBook+ MyMarketingLab with eBook (available for
purchase from URL below – Pearson Australia) $79.95
(preferred e-book) ISBN 9781486041022
E-book: Managing Consumer Markets Pearson Vitalsource
eBook (available for purchase from URL below – Pearson
Australia)($65.95) ISBN: 9781486013906
This text and resource package can be purchased online from
pearson.com.au:
1. Printed text
Go to: www.pearson.com.au/9781486013869
FREE DELIVERY
2. eBook version (Vitalsource)+MyMarketingLab with eBook
Go to: www.pearson.com.au/9781486041022
DOWNLOAD
3. eBook version ONLY (Vitalsource)
Go to: www.pearson.com.au/9781486013906
DOWNLOAD
4. MyMarketingLab WITHOUT eBook
Go to: www.pearson.com.au/9781442525252
DOWNLOAD
MyMarketingLab is an online interactive study tool designed to enhance the learning experience by offering you
engaging progressive quizzes, simulations, videos and interactive materials to help you improve your knowledge
and your grades.
MyMarketingLab is packaged with the hard copy textbook that is a custom publication for BU1108 Managing
Consumer Markets. The process to register is included on page 2 of the text along with the access code.
MyMarketingLab is also packaged with the e-text that can be purchased online from the URL address provided
on page 5 of the subject guide.) $79.95 (preferred e-book).
College of Business, Law & Governance BUBU1108:03/BU1808:03 Managing Consumer Markets
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In the ‘Schedule of Study Activities’ spreadsheet on LearnJCU, activities from MyMarketingLab have been included
from the areas of videos; quizzes and simulations. You are encouraged to view and complete the activities to
enhance your knowledge of the weekly topic.
***********************************
Throughout this subject you are expected to read the required chapters of the textbook. In addition the
JCU library has a number of marketing books and journals with which you should become familiar. You will need
to research and reference sources of information other than just your text for the written assessment item.
Further Reading
» Andreasen. A, & Kotler. P. (2008), Strategic Marketing for Non-Profit Organisations (7th ed.), Upper Saddle
River, New Jersey: Pearson.
» Armstrong. G, Adam. S, Denize. S, & Kotler.P. (2015). Principles of marketing (6th ed.), Collins Street,
Melbourne: Pearson Australia.
» Dahlstrom, R. (2011). Green marketing management. Mason, USA: South-Western Cengage Learning.
» Eagle. L, Tapp. A, Dahl. S, & Bird. S. (2013), Social marketing, Essex, England: Pearson Education Limited.
» Elliott, G., Rundle-Thiele, S., & Waller, D. (2014). Marketing (3rd ed.). Milton, Qld: John Wiley & Sons
Australia, Ltd.
» Emery, B. (2012). Sustainable marketing, Essex, England: Pearson Education Limited.
» Grewal, D., Levy, M., Mathews, S., Harrigan, P. & Bucic, T. (2015). Marketing. North Ryde, Australia:
McGraw-Hill.
» Kotler, P., Armstrong, G., Ang, S.H., Leong, S.M., Tan, C.T. & Tse, D.K. (2005). Principles of marketing: An
asian perspective. Singapore: Pearson Education.
» Lovelock.C, Patterson. P, & Wirtz. J. (2011), Services Marketing (5th ed.). Frenchs Forest, Sydney: Pearson.
» Lovelock, C., Wirtz, J., Chew, P. (2012). Essentials of services marketing (2nd ed.). Singapore: Pearson
Education.
» Martin, D & Schouten, J. (2012). Sustainable Marketing, Upper Saddle River, New Jersey: Pearson.
» Pride, W., Ferrell, O., Lukas, B., Schembri, S., & Niininen, O. (2015). Marketing principles: Asia pacific (2nd
ed.). South Melbourne, Australia, South-Western,Cengage Learning.
» Pride, W. & Ferrell, O. (2013). Foundations of marketing (5th ed.). Mason, OH., United States of America,
Cengage Learning.
» Solomon, M., Hughes, A., Chitty, B., Fripp, G., Marshall, G. & Stuart, E. (2014). Marketing 3: Real people, real
choices. Frenchs Forest: Pearson Education Australia.
» Vitale. R, Pfoertsch. W, & Giglierano. J. (2011), Business to Business Marketing, Essex, England: Pearson
Education Limited.
PLUS other marketing books in the library (hardcopy or ebook version)
Articles relating to marketing are often found in business publications and in the business sections of
newspapers such as the Australian Financial Review and The Australian and other business publications.
Ad News www.adnews.com.au
Advertising Age www.adage.com (US)
Australian Financial Review www.afr.com.au
The Australian www.theaustralian.news.com.au
B&T www.bandt.com.au (held in Library)
Business Review Weekly www.brw.com.au (held in Library)
Forbes www.forbes.com
Fortune www.fortune.com
Marketing (Australia – JMB Publication) (held in Library)
Retail World (held in Library)
Online and Electronic Resources
The following libguides available from the JCU Library website will provide details on referencing, plagiarism,
findings marketing books and journals
http://libguides.jcu.edu.au/referencing
http://libguides.jcu.edu.au/content.php?pid=63980&sid=472370
Learning & Writing Skills workshops and notes to assist with writing an report; presentations etc
http://www.jcu.edu.au/learningskills/index.htm
Online databases in Marketing – under tabs – journal articles; Websites and Statistics
http://libguides.jcu.edu.au/content.php?pid=63980&sid=472370
College of Business, Law & Governance BUBU1108:03/BU1808:03 Managing Consumer Markets
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Subject Website on LearnJCU
Access the subject website through LearnJCU at learnjcu.jcu.edu.au for subject guide; assessment details;
PowerPoint slides; additional readings and more!
Login using your JCU email username and password. The site for this subject is opened to all participants
enrolled in the subject at least seven days prior to the commencement of the subject. Browser requirements for
LearnJCU are provided on the opening webpage of LearnJCU.
Section 3. Assessment Details
3.1 Requirements for completion of subject
In order to pass this subject, you must obtain a final mark of at least 50% to pass the subject. In addition, the
expectation is to obtain at least an average of 50% over all invigilated components (supervised individual
assessment) within a subject to pass the subject overall. Any student who does not achieve a pass in the invigilated
components may, in exceptional circumstances, be reviewed by the College Assessment Committee.
Students who have completed less than 100% of the assessment will be subject to review by the College
Assessment Committee which could result in an overall fail.
It is important to be aware that assessment “is always subject to final ratification following the examination
period and that no single result represents a final grade in a subject” (Learning, Teaching and Assessment
Policy 5.21.). Raw marks gained in part or all of the assessment will be moderated by the subject coordinator
across all campuses. Based on this process adjustments to raw marks may occur to align grading across
campuses.
3.2 Feedback on student learning
Students can expect to have feedback no later than 21 days after the due date of the submitted assessment item.
Both assessment items are graded using a rubric that will be returned via the LearnJCU grade centre. Here you
will not only get your grade but feedback on the assessment item. The report including embedded feedback will
be returned to assist with preparing future reports.
Feedback on the two formative quizzes will be provided immediately after completion.
3.3 Assessment Tasks
ASSESSMENT TASK 1: Marketing Blog
SLO 4: Examine the role played by service product marketing elements in adding consumer
Aligned course &
subject learning
outcomes
value to changing markets through a sustainable approach;
CLO S2:Apply critical thinking to address issues in business
CLO S3/SLO 6: Convey information clearly and fluently, in high quality written form
appropriate for their audience/ demonstrate effective written communication skills in a
professional business context
Individual
Write an individual blog and post to a group blog site to share experience
Resources
Important text chapters are 1; 11 (marketing terms and professional language will be
required in the blog)
Weighting/Length
15% (at least 350 words and not exceeding 450 words)
Due date
Due Week 5: Monday 6 April 2015
ASSESSMENT TASK 1: DESCRIPTION
Service Product ‘Live Case’ Experience – requiremen…
