Marketing Management 1B (MAR11B2 & MMA21B1)

1
 College of Business & Economics
Department of Marketing Management

Learning Guide, Semester 2

2018

Marketing Management 1B
(MAR11B2 & MMA21B1)
Ms. M Frazer
2018

Copyright © University of Johannesburg, South Africa

Printed and published by the University of Johannesburg

© All rights reserved. Apart from any fair dealing for the purpose of research, criticism or review as permitted under the Copyright Act 98 of 1978, no part of this material
may be reproduced, stored in a retrieval system, transmitted or used in any form or be published, redistributed or screened by any means electronic, photocopying, recording or otherwise
without the prior written permission of the University of Johannesburg.

2
Table of Contents

Table of Contents ............................................................................................................... 3

Section A: Administrative details .......................................................................................... 4
Welcome .............................................................................................................................. 4
Contact Information ............................................................................................................. 4
General information ............................................................................................................. 5
Section B: Programme and Module information .................................................................. 6
Specific module outcomes ................................................................................................... 6
UNIT 1: EXTENDED MARKETING MIX .............................................................................. 1
UNIT 2: RELATIONSHIP MARKETING ............................................................................... 2
UNIT 3: PROMOTION AND COMMUNICATION ................................................................. 3
UNIT 4: BUSINESS TO BUSINESS MARKETING .............................................................. 4
Media/resources/support for this module ............................................................................. 6
Scheduled classes & Work Schedule .................................................................................. 7
Assessment schedule/opportunities .................................................................................... 8
Section C: Facilitation of learning and assessment ............................................................ 8
Action words lecturers often use ..................................................................................... 8

3
Section A: Administrative details
Welcome

Welcome to Marketing Management 1B. We trust that the information contained in this learning guide
will be helpful in your preparation for lectures and provide guidance in studying this module.

After completing this course, you will have the appropriate knowledge, insight and skills that will
enable you to understand the basic marketing principles in business organisations with reference to
segmentation, targeting and positioning, as well as the marketing mix.

As the name implies, a learning guide indicates exactly what is expected of the student. The learning
guide is a summary of dates, schedules, rules, regulations and contact people responsible for the
various modules in this semester. Furthermore, the learning guide indicates all the outcomes and
assessments for each lecture of the subject.

Best wishes for 2018!

Contact Information

HOD Dr M Wait 011 559 1414

Departmental Secretary Ms F Dangor 011 559 3200
Program Coordinator Ms M Zulu 011 559 3146
Lecturer Ms M Frazer 011 559 1423

Lecturer information:
Ms. M. Frazer
Office: Department of Marketing Management (K Red 5)
Telephone: 011 559 1423 / 1414
Email: mfrazer@uj.a.za
Consultation times: Mondays 12:10-12:55 and Tuesday 10:30 am to 11:15 am or per
appointment. Note my office is on Bunting road campus and I will be available on Kingsway
on Tuesdays directly after the lecture.

4
General information

Please refer to the College Guide for more information on the following:

1. Rights and responsibilities of students

2. Class attendance
3. College rules and regulations
4. Plagiarism
5. Sick test

The following information refers to the specific Department of Marketing Management’s and /or the
module’s rules:

1. Class and Tutorial attendance

As you know, time is of the essence and punctuality is, therefore, vital to ensure that time is used
optimally. It is important that you personally attend lectures and tutorials in this course – it is definitely
not the ideal to study off other people’s notes! Attending all the lectures is very important as we
appreciate your active participation, insight and opinions. Register will be taken in each class and
tutorial.

2. Sick tests

There will be two test written for this module. Should you miss the either test (due to unforeseen
circumstances or illness) you are required to apply for the sick test by completing the sick test form
within 7 working days of the original assessment. The application should be accompanied by a valid
medical certificate. Please note that you are only allowed to write ONE sick test for this module
with the following exceptions:
 A student has been diagnosed with a medical problem during the entire time period which
the two assessment opportunities were scheduled
 A student who has a medical problem preventing them from being physically able to write the
test may be allowed to request an oral test.
 Students with any other illness not mentioned may consult with the lecturer. The lecturer will
make the decision in conjunction with the programme coordinator.

Please refer to the full list of departmental rules outside the Department of Marketing Management
and on Blackboard.

5
Section B: Programme and Module information
This module is called Marketing Management 1A and is offered in the First Semester. The aim of
this module is to introduce you to the basic principles of marketing, mainly in a communications
context. In this module you will become familiar with the marketing mix, namely product, price, place
and promotion.

FIRST SEMESTER SECOND SEMESTER

CODES CODES
MODULES MODULES
Analytical techniques A ATE1A10 Analytical techniques B ATE1B10
Business Management 1A BMA1A01 Business Management 1B BMA1B01
Economics 1A EKN1A01 Economics 1B EKN1B01
Marketing Management 1A MAR11A1 Marketing Management 1B MAR11B1
ONE OF THE FOLLOWING ONE OF THE FOLLOWING
Accounting A REK0A01 Accounting B REK0B01
OR OR
Accounting 1A REK1A01 Accounting 1B REK1B01

Module information

Module Name Marketing Management 1B

Module NQF level 5
NQF Credits 12
Duration of the module 14 weeks (Semester 2)

Purpose of the module

This module focuses on introducing the extended marketing mix as well as the development,
evaluation, and implementation of marketing principles in business organisations with reference to
marketing research, relationship marketing, business-to-business marketing, branding and e-
marketing. Students should develop intellectual competencies and practical skills in the rage of
decisions implicit to the above mentioned marketing decisions. Students should be able to reflect on
the decisions and implementations made.

Specific module outcomes

At the end of this module you should be able to do the following:

 discuss the extended marketing mix in the form of people, physical evidence and
processes;
 identify the difference between transactional marketing and relationship marketing;
 discuss the importance of relationship marketing in today’s marketplace;
 understand the complexities of business-to-business marketing;

6
 identify how organisations can use branding, e-marketing and social media in the evolving
marketing environment; and
 apply the marketing concepts within various organisations and situations.

7
 UNIT 1: EXTENDED MARKETING MIX
Relevant module Learning Outcomes
outcome/s At the end of this unit, you
should be able to:
 Provide an overview of
the nature of service;
 Discuss the importance
Discuss the extended of services to the
marketing mix in the economy
form of people,
physical evidence and
processes
 Describe the key
principles involved when
managing the extended
marketing mix;
Unit assessment criteria Resources & Learning
activities
 List and explain the four characteristics that distinguish
services from products and provide an example of each
to substantiate your answer
 Explain the elements of the marketing mix for services.
As part of your answer, describe the possible
strategies for each of the elements in the services
marketing mix. Sources:
 Discuss the important contribution of the service  Prescribed textbook
industry to the economy - Chapter 9
 Describe different examples of service products in the
Learning activities:
local environment
 Blackboard activities

 Class discussions
 Explain and apply the key principles involved when
managing services in an organisation;
 Distinguish between the different people involved in
service delivery
 Determine the dimensions of the physical environment.
Think of a current service encounter, which dimension
were you able to identify and explain what made it
stand out.
1
 UNIT 2: RELATIONSHIP MARKETING
Relevant module Learning outcomes
outcome/s
Identify the difference  Describe the difference
between transactional between transactional
marketing and marketing and
relationship relationship marketing
marketing;
 Explain the concept of
customer relationship
marketing
 Explain the new
competencies that an
Discuss the organisation need to
importance of implement customer
relationship marketing relationship management
in today’s marketplace and relationship
Unit assessment criteria Sources & Learning
activities
 Identify the key differences between transactional
Sources:
marketing and relationship marketing.
 Chapter 1: The nature of
 Describe a typical scenario that would be considered
Relationship Marketing
relationship marketing as opposed to transactional
(RM) and Customer
marketing. Provide examples for each by identifying a
Relationship
company or industry that you believe practices these
Management (CRM)
relationships.
Available on
Blackboard
 Identify the key principals of relationship marketing.
Articles/materials
 Advise how an organisation can apply the concept of
uploaded on Blackboard
customer relationship marketing in a practical scenario.
Learning activities:
 Describe the capabilities that an organisation requires  Blackboard activities
to implement customer relationship management.  Class discussions
 Identify the key competencies that an organisation
need to be successful at relationship marketing
2
 marketing

UNIT 3: PROMOTION AND COMMUNICATION

Relevant module Learning outcomes Unit assessment criteria Sources & Learning
outcome/s activities
 Distinguish between the  Differentiate adverting, public relations, direct
different promotional marketing and sales promotions.
mixes available  Discuss the role of promotion in an organisation.
 Explain the role of sales  Describe sales promotion effects within a specific
Identify how promotion scenario.
organisations can  Provide an explanation of  Explain sales promotion categories.
use branding, e- the importance of  Discuss why branding is important for any Sources:
marketing and social branding organisation.  Prescribed textbook

media in the  Discuss branding  Show how brand equity may add value to an  Chapter 13, 14,15 & 16

evolving marketing strategies and the key organization.

Learning activities:
environment; and consideration in  Distinguish between different types of brands.
 Blackboard activities
developing brands  Identify different branding strategies an organisation
 Class discussions
 Define digital media and could employ.
digital media marketing  Describe the key characteristics of digital media.
 Identify the key digital media platforms and terms used
in digital marketing.

3
  Discuss how the key  Describe the key elements of a digital marketing
digital media platforms strategy.
are used in marketing  Identify the legal and ethical consideration that a
marketer needs to consider when employing a digital
marketing strategy.

UNIT 4: BUSINESS TO BUSINESS MARKETING

Relevant module Learning outcomes Unit assessment criteria Sources & Learning
outcome/s activities
Understand the  Discuss the types of  Differentiate between the business-to-business and the Sources:
complexities of business-to-business business-to-consumer markets using appropriate  Prescribed textbook

business-to- markets. examples.  Chapter 5,18,20 21

business marketing;  Identify the factors that
may influence buyers in
the business-to-business
market.
Apply the marketing  Define marketing
concepts within research and explain the
various uses of marketing
research in an
organisations and
organisation.
situations.
 Explain the international
marketing mix and
 Identify the types of business-to-business markets.  Case study available on
 Discuss the factors that influence buyers in a business- Blackboard
to-business market giving a practical example.
Learning activities:
 Discuss the role of a decision making unit.
 Blackboard activities
 Class discussions
 Describe the marketing research process.
 Show how marketing research may be utilised in a
marketing strategy of an organisation.
 Define international marketing.

4
 identify the various  Identify the international marketing mix.
strategies the company  Discuss the key international marketing decisions.
can use for each element.
 Discuss the ethical
considerations in the
marketing mix.  Identify what marketing ethics are.
 Describe types of unethical advertising. Conduct
research and identify practical examples of adverts
 Integrate the concepts of believed to be unethical.
marketing to solve a  Identify the consumer protection laws that needs to be
marketing case study considered by marketers

 Apply the principals of ethical marketing in a set

scenario.
 Solve a marketing problem in a set scenario within a
case study.

5
Media/resources/support for this module

1. Prescribed textbook & Chapter

Cunningham, N. (2018). Introduction to Marketing, a southern African perspective. 1st ed. Van
Schaik: Johannesburg.

ISBN:
Book: 9780627035999
eBook: 9780627036002
*EBook is available

Available on Blackboard:
Chapter 1: The nature of Relationship Marketing (RM) and Customer Relationship Management
(CRM)
Bernt, A. & Tait, M. 2015. Relationship Marketing and Customer Relationship Management. 3rd
edition. Cape Town: Juta & Company.

ISBN: 978 1 48510 264 9

2. Recommended reading

Kotler, P. & Armstrong, G. (2010). Principles of Marketing: Global and Southern African
Perspectives. Cape Town: Pearson Education South Africa (Pty) Ltd.

Strydom, J. (2016). Introduction to Marketing. 5th ed. Cape Town: Juta

3. Recommended academic journals

 Marketing Mix
 Journal of Contemporary Management
 Management Dynamics

4. Additional sources

 Articles/material/videos uploaded onto Blackboard and discussed in class

 Tutorials

6
  uLink, Blackboard and tablets (iPads)

5. Blackboard

Please make use of Blackboard as announcements, test details, group discussions and added
material will be uploaded onto this portal.

Scheduled classes & Work Schedule

Class time: Tuesdays (Q1 and Q2 Time table code) from 12:10- 13:45 D1 Lab K08
Tutorial session: Wednesdays (see timetable and venues) Available on Blackboard

SEMESTER 2
LECTURE SEMESTER 1 TOPICS CHAPTER
Introduction & Administration
Lecture week 1 Chapter 9
23 Jul Extended marketing mix
Lecture week 2 Services marketing Chapter 9
30 Jul
Lecture week 3 Relationship marketing: Part 1 Chapter 1
6 Aug
Lecture week 4 Relationship marketing: Part 2 Chapter 1
13 Aug
Promotion and communication: Promotional
Lecture week 5 Chapter 13
20 Aug mix
23 Aug 2018: SEMESTER TEST 1
(6:00 pm in B les 101)
Promotion and communication: Advertising,
Lecture week 6 Chapter 14
27 Aug Public relations and sales promotion
Lecture week 7 Promotion and communication: Branding Chapter 15
3 Sep
8 Sep-16 Sep 2018: RECESS
Promotion and communication: Digital
Lecture week 8 Chapter 16
17 Sep marketing
Lecture week 9 Business to Business Marketing Chapter 18
24 Sep
26 Sep 2018: SEMESTER TEST 2
(5:10 pm in D 3 Lab 401/402)
Lecture week 10 Marketing Research Chapter 5
1 Oct
Lecture week 11 International marketing Chapter 20
8 Oct
Lecture week 12 Ethical considerations Chapter 21
15 Oct
Lecture week 13 Apply knowledge in a case study
22 Oct
7
 Lecture week 14
29 Oct Revision

6 Oct 2018: SICK TEST 1 & 2

(8:00 am in C les 102)
3 Nov – 9 Nov 2018: STUDY BREAK
21 Nov 2018: EXAMINATION (MORNING SESSION)
* BB refers to Blackboard

Assessment schedule/opportunities

No late assignments will be accepted without a valid medical certificate and/or explanatory letter
along with the necessary documents.

Assessment Date Weighting Assessment method

opportunity
Semester Test 1 23 Aug 30% Written test
Semester Test 2 26 Sep 30% Written test
Tutorial answers Weekly 20% Online discussion questions /
Mondays case studies/ online assignments
10:00 am
Assignment 17 Sep- 8 20% Group assignment
Oct (As per
group
allocated
date)

Section C: Facilitation of learning and assessment

Action words lecturers often use

8
The action verbs below are often used in required activities, assignments
and/or tests/exams; here you can find out exactly what is expected of
you.
Apply Put to practical use or make use of a relevant equation or law.
Calculate Determine the value, using formulae or specific calculation methods.
Group concepts or subjects together based on certain characteristics or
Classify
commonalities.
Point out the similarities and differences between objects or points of view. The
Compare
word contrast can also be used.
Convert Transform a quantity expressed in one unit to a quantity expressed in another unit.
Define Give a short and clear description of a term or concept.
Demonstrate Show clearly/prove/make clear by reasoning or evidence/illustrate and explain,
especially with many examples.
Derive Deduce or infer something from the given information.
Tell in detail how a process works or how a subject appears. You need not
Describe
comment on the process or the subject or give your own point of view.
Differentiate Find differences between objects or statements.
Explain terms or concepts in your own words. Give comments or give your
Discuss
own point of view.
Distinguish Write down the differences between subjects or concepts.
Draw Create a drawing, diagram or representation of a subject or concept.
Write about the subject in your own words. Clarify or give reasons – use examples
Explain
or illustrations. You must prove that you understand the content.
Formulate Express in a concise, systematic way.
Identify Establish the identity or recognise a process.
Illustrate Explain by means of detailed descriptions and drawings.
Interpret Explain or clarify the meaning of a concept/value.
List/Name Briefly write down the facts or main points.
Motivate Give reason(s) for your answer.
Name Nominate or specify a site or process.
Organise Arrange data according to certain criteria.
Predict Use the facts available to derive an outcome.
Relate Show the relation/connection of entities, how the concepts can be linked.
Solve Find an answer by using critical thinking and/or calculations.
Summarise Briefly state/list/write down only the most important detail/facts.