2023 COURSE OUTLINE

COURSE TITLE MARKETING 1

Course code BUS2010S

NQF level 6

Credits 18 credits

Department School of Management Studies

Course convenor name Prof. Nkosivile Madinga Email nkosivile.madinga@uct.ac.za

Office location Room 5.38, Level 5, Leslie Commerce Building, Upper Campus

Telephone No. (021) 650 4848

Lecturer name Ms. Ntsatsi Zulu Email ntsatsi.zulu@uct.ac.za

Office location Room 5.37, Level 5, Leslie Commerce Building, Upper Campus

Lecture schedule Mondays, Wednesdays and Fridays from 10h00 to 11h00

Consultation hours Mondays from 09h00 to 10h00 and Wednesdays from 09h00 to 10h00

Course administrator Mrs. Nashly Langenhoven Email nashly.langenhoven@uct.ac.za

Office location Room 5.33, Level 5, Leslie Commerce Building, Upper Campus

Telephone No. (021) 650 3777

Tutor name TBC

TABLE OF CONTENTS
1. INTRODUCTION ......................................................................................................................................................... 1

2. COURSE LEARNING OUTCOMES....................................................................................................................... 2

3. LEARNING RESOURCES ....................................................................................................................................... 2

3.1 Prescribed textbook ........................................................................................................................................................................ 2

3.2 Recommended resources ........................................................................................................................................................... 2

4. COURSE CONTENT ................................................................................................................................................. 3

5. ASSESSMENTS INFORMATION .......................................................................................................................... 4

5.1 Assessment related requirements .......................................................................................................................................... 4

5.2 DP explained ....................................................................................................................................................................................... 5

5.3 DPR explained ................................................................................................................................................................................... 5

5.4 How to avoid a DPR........................................................................................................................................................................ 5

5.5 DP appeal procedure ..................................................................................................................................................................... 6

5.6 Rules of extension ........................................................................................................................................................................... 6

5.7 Late submission penalty ............................................................................................................................................................... 8

6. ACADEMIC ACCOMODATION ............................................................................................................................. 9

7. CONSULTATION ....................................................................................................................................................... 9

8. LECTURE SCHEDULE ..........................................................................................................................................10

 1. INTRODUCTION

Marketing is a highly competitive and rapidly changing business discipline.

Most business failures can be traced back to some fault in understanding
the business and consumer environment (both the realm of the marketer).
Having said that, the greatest businesses around are acutely focused on
understanding the wants and needs of people and delivering superior value.

This introductory course will:

▪ Introduce you to the foundation principles of marketing

▪ Aid you in understanding the strategic role of the marketing concept

▪ Introduce you to the process of conceptualising a marketing

strategy

▪ Present an overview of the South African consumer landscape

Marketing in general has many quantitative and qualitative elements. This

introductory course will be highly qualitative and will thus test your ability to
listen in class, understand case studies and make the leap to application.
While advertising is the most common face of marketing, you may be
surprised to know that we will spend a very small portion of the course
learning about advertising. In fact, the definition of Marketing makes no
specific mention of advertising:

Marketing is defined as "the process by which firms create value for

customers and build strong customer relationships in order to capture value
from customers in return” (Kotler, Armstrong and Tait, 2016, p.5)

Marketing is a fundamental part of our daily lives. Almost half of every rand
spent pays for marketing costs, which include marketing research, product
development, packaging, transportation, advertising and sales expenses. In
order for the marketing concept to be fully implemented throughout the
organisation, management must enthusiastically embrace the concept and
encourage its use in every department.

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 This course is about business, people, creativity, and strategy. But most
importantly how you will apply the foundations of marketing to make a
difference.

2. COURSE LEARNING OUTCOMES

On completion of this module, students should be able to:

▪ Understand the role that marketing plays in a business.

▪ Demonstrate an understanding and application of the

Segmentation, Targeting and Positioning (STP) process;
▪ Analyse the South African marketing environment;

▪ Understand the consumer decision making process;

▪ Implement appropriate marketing mix strategies in a

South African environment;
▪ Understand and implement suitable marketing
communication mix strategies;
▪ Compile a strategic marketing plan;

▪ Critically analyse a marketing-orientated case study.

3. LEARNING RESOURCES

3.1 Prescribed textbook

Kotler, P. & Armstrong, G. 2016. Principles of Marketing: Global and Southern

African Perspectives. 2nd Ed. Cape Town, South Africa: Pearson.

3.2 Recommended resources

The following textbooks are also recommended as reference materials to

supplement your learning:

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 ▪ Boshof, C. 2018. Principles of Marketing. Cape Town, South
Africa: Oxford University Press Southern Africa.

▪ Lappeman, J., Egan, P., Rightford, G. & Ramogase, T. 2021.

Marketing to South African Consumers. Cape Town: UCT Liberty
Institute of Strategic Marketing & UCT Libraries.
https://openbooks.uct.ac.za/uct/catalog/book/29

▪ Simpson, J. Lappeman, J. 2017. Marketing In South Africa:

Consumer Landscape, Concepts & Cases. 4th Ed. Pretoria,
South Africa: van Schaik.

Additional learning material may be offered in the form of journal articles, case
studies, newspaper articles, blogs, etc. These will be made available on
VULA/Amathuba and may be examinable.

4. COURSE CONTENT

1. Course content will be organised using the lessons feature on

VULA.

2. Lesson tabs will be separated by week and contain all necessary

content for the respective week. Each week’s lesson tab will be
made available after each lesson.

3. Online lectures will be released as video recordings along with

the accompanying lecture slides.

4. Guest lectures may take place throughout the course of the year
– all guest lectures will take place during scheduled class time.
Guest lectures may be examinable.

5. Class discussions with the lecturer may be organised via MS

Teams, Vula Chatrooms or Forums.

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 5. ASSESSMENTS INFORMATION

The weighting of your final course grade is as follows:

Assessment item Weighting Due date

Test 25% Monday, 11

September 2023,
18h00, Venue to
be confirmed

Group Assignment 25% Monday, 9 October

2023, 12h00,
Submit via Vula

Final Exam (2 hours; closed book) 50% TBC

Total 100%

Exams are written in the ‘exam period’, which is set annually and published
in the academic calendar. The final exam timetable is set centrally by the
university and is not flexible. The rules require that students write the exam
on the date and in the venue published in the exam timetable. It is important
you only make travel arrangements for after the semester (and exam session)
has ended.

NB: The above mentioned submission/due dates are non-negotiable.

5.1 Assessment related requirements

▪ To gain a pass for this course, a mark of at least 50% must be

obtained on the examination as well as a total of at least 50%
overall.

▪ To qualify for a DP (that is, in order to be permitted to write the

November examination), a student must obtain 50% for course
work.

▪ To be eligible to write final examination, you must submit both the

group assignment and semester test timeously.

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 ▪ Failure to meet any of the above requirements will result in the
student receiving a DPR for the course.

5.2 DP explained

▪ The purpose of the DP is to get students to work consistently

and secondly to ensure that they have a wider range of
competencies than might be assessed in the final assessment.
▪ Academic participation throughout the course is the guide as to
whether or not a student should be permitted to write an exam
as we believe the achievement of educational outcomes in any
course is measured by far more than just a final exam.
▪ The decision to award DP is an academic one not an empathetic
one.

5.3 DPR explained

▪ If you don’t meet your coursework requirements, you will be

marked as DPR (‘duly performed refused’) – which means you
can’t write the exam for this course (and even if you did write the
exam, your paper would not be marked).
▪ A DPR on your record counts as a fail, and contributes a 0 towards
your overall grade point average in your academic year and your
overall degree.

5.4 How to avoid a DPR

▪ If you have good reasons handing in work late, you can sometimes
negotiate late submissions with your department. Remember: it
helps to negotiate extensions in advance via a short leave
application.
▪ If, within the first six weeks of your course, it’s clear you’re not
going to meet your DP requirements, it is often better to deregister
from your course than to have the DPR appear on your record
(keeping in mind that the UCT Fees Office also have deadlines for

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 dropping courses and obtaining refunds and dates by which an
INC (Incomplete will appear on your transcript which is treated as
a first attempt at the course.). These deadlines appear on page 2
of the Change of Curriculum form which can be found at this link
on the UCT website.
http://forms.uct.ac.za/studentadmin/aca09.pdf

5.5 DP appeal procedure

Unless there is factual error it is VERY seldom that a DP appeal is

granted.

▪ For information and clerical errors please liaise with the course
convenor.
▪ If you’re unhappy with the course convenor’s response, you can
appeal to the Head of Section (Nkosivile.madinga@uct.ac.za)
offering the course by email setting out the facts. Appeals must be
received within 2 working days of the publication of the DP list.
▪ If you are still denied your DP and you feel that the department is
treating you unfairly, you can make a written email submission to the
Head of Department (Siphiwe.dlamini@uct.ac.za, if you are still
unhappy with the outcome, you can send your appeal to the Deputy
Dean (Academic) comddug@uct.ac.za.

For affective (non-academic) issues that are affecting your performance please
consult the relevant UCT support service e.g., Financial Aid or Student
Wellness or the Career Service or a programme advisor.

5.6 Rules of extension

A student him/herself has to submit the request for extension, it may not be
submitted by a third party unless the student is incapacitated to
communicate with the course convenor. The request for extension must
include supporting documentation that validates the circumstances for an
extension.

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 A request for extension request must be submitted at least 3 workdays
before the due date. Only in cases of emergencies occurring on or a day
before the submission date, will an extension be considered after the due
date.

Submitting a request for extension does not automatically imply that an

extension will be granted. A student should continue working towards
submitting by the assignment due date, regardless of the request having
been submitted. If a request for extension is not approved, late submission
penalties will apply. Extenuating circumstances that qualify for an extension
are stipulated in the paragraph below.

What are considered extenuating circumstances?

When your performance or ability to work on your assignments has been

impaired due to circumstances beyond your control, those are considered
extenuating circumstances. These could include:

▪ Accidents
▪ Severe illness
▪ Death of close relative or partner
▪ Mental health problems
▪ A physical attack
▪ Other events of comparable effect

Non-extenuating circumstances?

The following would not normally be considered as valid extenuating

circumstances:

▪ Computer or printer trouble

▪ Bunching of deadlines
▪ Job interview
▪ Falling behind due to paid employment
▪ Minor illness
▪ Illness after a deadline passed
▪ Attendance at weddings and other rites of passage ceremonies

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 ▪ Religious festivals (unless they cover a significant portion of the
assessment period or fall on the day of an examination. In this
instance, the student is expected to give sufficient advance
warning.
▪ A general feeling of anxiousness/depression unless backed up by a
medical certificate
▪ Holiday
▪ House moves
▪ Work pressure (unless to the extent that it classifies as extenuating
in which case evidence has to be provided)
▪ Ignorance of the rules and regulations

Application for an extension

Requests for extension has to be submitted 3 working days before the due
date by sending an email and relevant supporting evidence to the
course convenor. Examples of supporting evidence include:

▪ Professional medical/health practitioner’s letter/report

▪ Statements from student wellness or other councilors
▪ Death certificate/order of funeral service
▪ Police crime number/report
▪ Solicitor’s/court letter/statement
▪ Other professional statements
▪ Medical evidence: when visiting your doctor or health practitioner,
you may have to ask them to provide a note to explain how your
condition is affecting your abilities to complete your studies

TAKE NOTE! You cannot automatically assume that your request will be
granted. Continue working on your assessment.

5.7 Late submission penalty

In the event that a student submits an assignment after the due date without
an extension being granted by the course convenor, the student will be
penalised by having the following marks deducted from their final mark:

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 ▪ Up to 24 hours late: 10%

▪ 24 to 48 hours late: 20%

▪ 48 to 72 hours late: 30%

▪ More than 72 hours late: 0%

6. ACADEMIC ACCOMODATION

Students with physical or learning disabilities which affect performance under

test or examination conditions may qualify for specified accommodations or an
extra time concession. If you are seeking accommodation based on disability
or medical concerns, you should contact the Disability Service directly, write
to: psychologist.disabilityservice@uct.ac.za. Register as soon as possible to
ensure you have the necessary approvals and accommodations in time for the
first test. The deadline for registering with the Disability Service is Friday of the
first week of teaching in the semester.

7. CONSULTATION

The lecturer is available to discuss any queries or content related issues.

Consultations are on Mondays and Wednesdays, 09h00 to 10h00.

How to book a consultation:

▪ Send an email to ntsatsi.zulu@uct.ac.za

▪ Include the following in the subject line: Module name
(Marketing I) and code (BUS2010S); proposed meeting date,
proposed time and topic for the meeting.
▪ Once I confirm the meeting, you will be sent a meeting request
with relevant details via email.

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 8. LECTURE SCHEDULE

Take note of the following key dates throughout the course (dates are
subject to change). In the following table you will find a breakdown of
the lecture topics we will cover over the course of the semester and,
the associated chapters in your textbook. Lecture topics may be
added, removed or reshuffled if circumstance requires it to.

WEEK DATES TOPICS CHAPTER

1 24 - 28 Jul 2023
2 31 Jul - 4 Aug 2023
3 7 – 11 Aug 2023
4 14 – 18 Aug 2023
5 21 – 25 Aug 2023
6 28 Aug – 1 Sep 2023
MID-SEMESTER BREAK 4 - 8 SEPTEMBER 2023
7 11 – 15 Sep 2023
8 18 – 22 Sep 2023
9 25 – 29 Sep 2023
• Introduction and Course Outline 1
• Understanding Marketing
• Class Activity
• Marketing Strategies 2&3
• The Marketplace
• Test Briefing - Friday, 4 August @10h00
• Managing Marketing Information 4&5
• Consumer Behaviour and Decision-Making Process
• Class Activity
• Drivers of Consumer Behaviour 5&7
• STP 1: Segmentation
• Class Activity
• Segmentation II: Targeting 7
• Segmentation III: Positioning/Differentiation
• Class Activity
• Group Assignment Briefing – Monday, 28 August 1,2,3 4, 5 &
@10h00 (Dr James Lappeman) 7
• Test Revision
• Class Activity: Test Preparation
• Test – Monday, 11 September @18h00, Venue 8&9
TBC
• Marketing Mix I: Product Management (Part 1)
• Class Activity
• Marketing Mix I: Product Management (Part 2) 10, 11 & 12
• Marketing Mix II: Pricing Strategies
• Marketing Mix III: Place and Distribution
• No Lecture on Monday (Heritage Day) 14

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 • Marketing IV: Promotion (Part 1)
• Marketing IV: Promotion (Part 2)
10 2 – 6 Oct 2023 • Marketing Plans Appendix 2
• Guest Lecture
• Test Debrief
11 9 – 13 Oct 2023 • Group Assignment Due – Monday, 9 October 13
@12h00 (Vula)
• Introduction to Retail
• Introduction to B2B Marketing
12 16 – 20 Oct 2023 • Introduction to Services Marketing 20
• Sustainable Marketing
• Revision
13 23 October 2023 • Consolidation
1 -17 November 2023 • Examination period

----- END OF COURSE OUTLINE ---

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