MM03 Marketing Theory
COURSE OUTLINE
Semester One, 2013
MM03 Marketing Theory
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
Seminar Schedule .............................................................................................................................................................. 5
Assessment .......................................................................................................................................................................... 6
Assessment Grid................................................................................................................................................................. 7
Safe Assign ........................................................................................................................................................................... 7
Student Learning Centre ................................................................................................................................................. 8
Class Representatives....................................................................................................................................................... 8
Dishonest Practice and Plagiarism .............................................................................................................................. 9
Concerns about the Course ............................................................................................................................................ 9
Disclaimer ............................................................................................................................................................................. 9
Policy on Student Internal Assessment................................................................................................................... 10
Policy for Special Consideration in Final Exams ................................................................................................... 11
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MM03 Marketing Theory
Paper Description and Aims
MM03 aims to create awareness and understanding of the different theoretical foundations of
marketing thereby broadening and deepening your knowledge and perspective of marketing as an
academic discipline, its role in organisations, as well as its broader social and economic functions.
Semester One
0. 83 EFTS
10 points
Prerequisites: 72 MART points at 300-level, including MART301 or HOD approval.
Learning Outcomes
provide an understanding of the historical
development of marketing and investigate current
issues and likely future developments in marketing
explore the multidisciplinary foundations of
marketing and show how new developments in
other subjects may impact on the future of
marketing
Total
Total
help integrate the different aspects of marketing 15
learnt in previous marketing courses
Exam
Assessment
Seminar
Presentation
Assessment
Essay
Learning Outcome
5
20
5
15
20
20
40
60
100%
Teaching Staff
Lecturer/Paper Administrator
Name:
Dr. Ben Wooliscroft
Office:
CO 6.37
Email:
[email protected]
Office Hours: Monday and Tuesday 3.00pm-3.50pm
You should contact the Paper Administrator with any administrative enquiries about the paper, e.g.
tutorial changes, or requests for late submission of assignments.
Seminar Day/Time: Tuesday 10:00 – 11:50 STARTING IN WEEK ONE and FINISHING in WEEK
TEN, with a quiz in week eleven
Room: CO 6.26
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MM03 Marketing Theory
Course Delivery
Every week students must attend one 110 minute seminar. The seminars will be supplemented by
reading and individual study. Seminar sessions will be interactive discussion groups rather than
lecture based. This will involve preparation of materials before class.
Weeks one to five will be led by Ben Wooliscroft and are designed to give a historical perspective on
the development of marketing as a discipline and introduce major areas of controversy or
uncertainty in the subject. The second half of the course will involve students presenting their
seminar projects on topical areas of marketing theory, answering questions and discussing the
topics in class.
The course calendar (in this outline and online on Blackboard) details semester dates, seminar
topics and assessment related scheduling information. Note that this calendar may change as the
course proceeds. Any changes will be announced at seminars 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
MM03 is a 10 point module. You can assume that you should expect to spend 8 hours per week on
this course. This includes seminars, course work and preparation.
Course Materials and Course Resources
Recommended Reading
Sheth, Jagdish N., David M. Gardner & Dennis E. Garrett. 1988. Marketing Theory:
Evolution and Evaluation. New York: John Wiley & Sons.
Hunt, Shelby D. 1991. Modern Marketing Theory: Critical Issues in the Philosophy of
Marketing Science. Cincinnati, Oh: South-Western Publishing Co.
Baker, Michael and Saren, M. 2010. Marketing Theory, London, Sage.
Brownlie, D., Saren, M., Wensley, R. and R. Whittington. 1999. Rethinking Marketing.
Sage.
Wooliscroft, Ben, Tamilia, Robert D. and Shapiro Stanley J. 2005. A Twenty-first Century
Guide to Aldersonian Marketing Thought. New York, Springer
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MM03 Marketing Theory
You are not required to purchase Sheth et al., as it is held on close reserve. It is, however, necessary
to read it. In addition, particular attention should be directed to journal articles in the Journal of
Marketing (JM), Marketing Letters, Marketing Theory and the Journal of Macromarketing. The Journal
of Marketing, Fall 1983, contains a complete issue on marketing theory. To start you off a reading
list will be handed out in the first seminar. Not all books and journals are available in the library. If
you need to interloan an article or book, see Ben a reasonable time out from when you require it, he
is likely to have the article or book in his library.
The University Library provides online resources for students. These include subject guides, and
other research resources, and citation styles.
Check it out at http://www.library.otago.ac.nz/services/undergrad.html
Blackboard
Blackboard https://blackboard.otago.ac.nz/webapps/login/ provides you with access to course
materials (note; seminar material is not available on Blackboard, you will need to take notes) and
class notices will be posted on Blackboard. Blackboard is used to email the whole class so it is
important that you check your student email and Blackboard regularly, or use PIMS to redirect your
emails to your personal account. You will find helpful links to the Library referencing page, the
Student Learning Centre, and writing resources in Blackboard.
Seminar Schedule
Tuesdays:
Week
Number
1
4
5
6
7
8
9
Introduction to the course. Essay discussion. The acquisition of
knowledge and science in the context of marketing.
Pre 1900s marketing.
“Towards a Theory of Marketing”
Selection of topics for seminars.
Assignment of seminar topics for weeks 8-10.
Schools of thought in marketing.
Schools of thought in marketing.
Essay - Due at start of class
Schools of thought in marketing.
Schools of thought in marketing and bringing it together.
Mid Semester Break – No class
Seminar Meetings with staff.
Seminar Presentations.
Seminar Presentations.
10
11
Seminar Presentations.
Reflections, wrap up and exam briefing.
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QUIZ
26-Feb
2
5-Mar
3
12-Mar
19-Mar
26-Mar
1 – 5 Apr
9-Apr
16-Apr
23-Apr
30-Apr
7-May
14-May
Topic
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MM03 Marketing Theory
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.
1.
Essay
15%
Task Objective: To encourage reflection on the nature of marketing as a subject and to develop and
demonstrate critical thought discussing an important issue facing the marketing discipline.
To be announced.
Essays should conform to the layout guidelines from ANZMAC, with the exception that an abstract
is not required, available on Blackboard.
The written assignment must be submitted electronically AND hard copy by 10:00am Tuesday 12th
March. Electronic versions must be placed in the assessment dropbox in Blackboard, and the hard
copy must be placed in Ben’s mail box on the 6th floor of the Commerce Building OR at the seminar.
A random selection of the electronic versions will be scanned by anti-plagiarism software. NOTE –
Refer to the attached Marketing Department Policy statement on late submissions and
plagiarism.
2.
Presentation of Seminar
25%
The topics for the presentations:
1. Small worlds, networks and Complexity
2. Biology and consumer behavior
3. Bayesian Theory
4. Ecological Economics vs Creative Destruction
5. Justice and the market
6. Artificial Intelligence
7. Virtual Reality
N.B. These topics will be allocated in the above order, with additional topics being added, or some
of the above topics being subtracted, depending on class size.
You will be required to prepare an in depth presentation on the topic linking it to marketing and
identifying the strengths and weaknesses of the ideas for marketing theory, research and practice.
We require a balanced academic presentation that does not use Powerpoint – suitable presentation
modes will be discussed in class. The assignment should be based on a thorough literature review,
but you are required to go further and to bring your interpretation of the literature and theory in the
area to your work. The presentation and discussion to follow will fill a one hour session. Students
will be in pairs/groups for this presentation.
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MM03 Marketing Theory
A two page (maximum) summary document should be prepared to distribute to the class at the
time of the presentation.
4.
Final exam 2 hours
60%
An examination containing two essays on topics that will be familiar to you. Scheduled during
Week ELEVEN, during class.
Assessment Grid
Total
15%
25%
Final Exam
2 Hours
60%
Total
The grading scheme used at Otago is:
A+ 90-100
A
85-89
A80-84
B+ 75-79
B
70-74
B65-69
Exam
Essay
Individual – 5 pages as per ANZMAC layout
Due Date: 13 March 2012 start of class
Presentation of Seminar Paper (Pairs)
Due Date: TBA
Assessment
Assessment
Topics
C+
C
CD
E
100%
60-64
55-59
50-54
40-49
<40
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.
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MM03 Marketing Theory
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:
http://www.otago.ac.nz/blackboard/assessing-your-students/anti-plagiarism-safeassign/anti-plagiarism/
http://www.otago.ac.nz/administration/policies/otago003145.html
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.
http://hedc.otago.ac.nz/hedc/sld/About-us.html
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
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.
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MM03 Marketing Theory
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.
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MM03 Marketing Theory
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)
students should meet with their tutor to endeavor to resolve outstanding issues.
iii)
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.
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MM03 Marketing Theory
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 (+64 3 479 8237).
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)
their grade for internal assessment is C+ or better and
(b)
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.
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