MGSM820 Marketing Management · Value Proposition (VP): pp 22-25 Alexander Osterwalder Blog Post: “How to Achieve Product-Market Fit with our Brand-New Value Proposition Canvas”

MGSM820

Marketing Management TERM 3 2016

UNIT GUIDE

Associate Professor Carmel Herington Email: [email protected] Telephone: +61 (2) 9850 8989 Fax: +61 (2) 9850 9019

ONLINE Class

TABLE OF CONTENTS

1. About this unit ........................................................................................................................................................... 3 2. Unit description ......................................................................................................................................................... 3 3. Unit learning outcomes ............................................................................................................................................ 3 4. Unit alignment with MGSM’s mission-driven attributes ........................................................................................ 3 5. Classes ...................................................................................................................................................................... 3 6. Weekly study plan ..................................................................................................................................................... 5 7. Assessment tasks ..................................................................................................................................................... 5

7.1. Individual assessment ..................................................................................................................................................... 6 7.2. Team Marketing Plan ...................................................................................................................................................... 8 7.3. Online Final examination ............................................................................................................................................... 11

8. Required and recommended texts and/or materials ........................................................................................... 12 9. Policies .................................................................................................................................................................... 12

Disruption to studies policy ...................................................................................................................................................... 12 Academic honesty policy ........................................................................................................................................................... 13 Grading policy ............................................................................................................................................................................ 13 Attendance policy ...................................................................................................................................................................... 14 Planning your time .................................................................................................................................................................... 14 Disclaimer .................................................................................................................................................................................. 14

10. Guide for Individual Participation ......................................................................................................................... 15

Updated: 20 May 2015 3 of 15

NB This unit guide is subject to change. For latest version refer to Student Website

1. About this unit

Credit Points: 4 Contact Hours: 40 hours

2. Unit description

This unit enables students to apply appropriate tools, techniques and frameworks to make informed management decisions around the marketing function. This includes identifying markets and segments, understanding consumer behaviour, strategic targeting and positioning and the latest approaches to product, pricing, distribution and communications. Above all, this unit teaches students how to think about the marketing function in relation to the business as a whole, in order to create and deliver sustainable value for an organisation and its stakeholders.

3. Unit learning outcomes

By the end of the unit, students will be able to: • Critically assess if a marketing strategy is well-informed, responsible and financially robust. • Synthesise the implications of strategic marketing decisions from a whole-of-entity perspective, across a wide spectrum of stakeholders, cultures and markets to enhance social, ethical and environmental accountability. • Design a plan for a chosen market offering and market segment that demonstrates how the firm will create, promote, deliver and capture sustainable value from customers. • Taking a customer centric perspective, identify sources of innovation relating to value proposition, relationships, channels and revenue streams to enhance the sustainable value creation for the firm, stakeholders and society.

4. Unit alignment with MGSM’s mission-driven attributes

Leadership: The unit develops skills required of leaders with respect to the synthesis of a wide array of market information in order to make well-informed and financially robust strategic decisions Global mindset: The unit enhances the ability to assess the implications of strategic marketing decisions from a whole of entity perspective, across a wide spectrum of stakeholders Citizenship: The unit enables learners to apply socially and environmentally responsible marketing actions, meeting the needs of customers, businesses and society now and in the future Creating sustainable value: The unit develops skills to identify appropriate marketing activities to create, deliver and exchange sustainable value across industries and contexts

5. Classes

Students are required to actively participate in 1 online Group Discussion per week. The unit will be presented over 10 weeks as follows. For a detailed overview of each Topic, see Topics, Key Concepts and Resources document on the Unit Overview page of the iLearn unit.

Week Date Topic Textbook reading Other Prescribed readings

1 27 Jun What is Marketing? How does it impact our business?

Canvas Overview: pp 1-44

Levitt, T. (1991), Marketing Myopia, From Marketing Classics: A Selection of Influential Articles. B. M. Enis, K. K. Cox and M. P. Mokwa. Upper Saddle River, Prentice Hall.

2 4 Jul What is our Market? How do we find out about it?

Business Model Environment: pp 200-215

Detailed SWOT Assessment: pp 216-225

Hollensen, S (2011), Global Marketing - A Decision-Oriented Approach 5th Ed, Chapter 5 "Global Marketing Research" pp 173-202

Greenbook GRIT 2015 Q3-Q4

http://www.greenbook.org/GRIT

Kodak case study

3 11 Jul

Who are our customers?

How do they behave?

Customer Insights:

pp 126-133

Customer Segments: pp 20-21

Walker, O, Gountas, J, Mavondo, F and Mullins, J (2009), Marketing Strategy – A Decision-Focused Approach, Chapter 6 “Targeting Attractive Market Segments”, pp 131-151

Kano model case

http://www.greenbook.org/GRIT



4 18 Jul

What is our Market Offering and how we link it to solving customer problems

Value Proposition (VP): pp 22-25

Alexander Osterwalder Blog Post: “How to Achieve Product-Market Fit with our Brand-New Value Proposition Canvas”

Baker, M and Hart, S (2007), Product Strategy and Management (2nd Ed), Chapter 2, "The Product in Theory and Practice" pp:40-71.

Deschamps, J and Nayak, P (1995), Product Juggernauts, Harvard Business School Press, Chapter 3 “Formenting a Customer Obsession”, pp 69-112. Focus on pp 86-94

Uber case study

5 25 Jul Where do we position our market offering? To brand or not?

Pine, J and Gilmore, H (2008), "The eight principles of strategic authenticity", Strategy and Leadership, Vol 36, No. 3, pp 35

Virgin case study

6 1 Aug What Channels do we use to create value for our customers?

Channels (CH): pp 26-27

Patterns: pp 56-125

Marshall, G and Johnston, M (2010), Marketing Management, Chapter 15 "Managing Marketing Channels and the Supply Chain", pp 410-433

Delivery hero case study

7 8 Aug

How do we manage stakeholder relationships through all touchpoint

Customer Relationships (CR): pp 28-29

Unlock the mysteries of your customer relationships

Co-creation experiences: the next practice in value creation

8 15 Aug How do we communicate with our customers?

Dahlen, M., Lange, F., Smith, T. (2010), Marketing Communications: A Brand Narrative Approach, Chapter 10 "The Marketing Communications Mix", pp: 273-288

Uber case on communicating

9 22 Aug

How do we Create Revenue for our Business?

And create sustainable value?

Revenue Streams (R$): pp 30-33

Patterns: pp 56-119

Triple Bottom Line Business Models: pp 262-265

Burk Woods, M (2010), Essential Guide to Marketing Planning, 2nd Ed, Chapter 7 “Planning for Pricing”, pp 136-157

5 x mini case studies on pricing models (each student will examine only one case)

Posner, B (2009), “One CEO’s Trip From Dismissive to Convinced”, MIT Sloan Management Review, Vol 51, No 1, pp:47-51

Ray Anderson and Interface Carpet case study

Watch: Ray Anderson explains what sustainability means at Interface , The business logic of sustainability at Interface

10 29 Aug The future of marketing

The Future of Marketing: 6 Visionaries Speak.

5-10 September 2016 Exam Week



6. Weekly study plan

To keep up with the learning outcomes of this unit each week, follow the study guide below:

Day Stage What you need to do

Sunday – Wednesday

(to prepare for Week 1 – please start your prep in Week 0)

Preparation for Interaction

Students prepare for the Team Discussion by:

1. Watching intro video/s, engaging with the Readings|Resources materials (mandatory readings at a minimum).

2. Complete the Case analysis questions. Complete the Individual Journal Exercise

3. Contribute to your Team Marketing Plan.

You cannot participate fully in the group discussion if you are not prepared.

Thursday – Sunday afternoon

Asynchronous Group Discussion

The lecturer will open the group discussion (on topics related to readings and case studies) by making the first post.

Students then have around 2 days to post their answers and comment on others' posts to develop a focused interaction that teases out the issues and brings out people's relevant real-wold experiences.

To do this, click on the relevant post, then click Reply at bottom right corner. Your

lecturer's first post is the 'parent' post for that week/topic, so keep Replying to either that post or your fellow group members' posts during this period.

Note this is to create a collaborative, interactive learning environment, and as such, your lecturer will not lead this free discussion but may check it now and then and post if necessary. Remember you are being assessed on the calibre of your responses and interaction within the group.

Check section 15. Guide for Individual Participation at the end of this Unit Guide, to

find out the quality of the interaction expected in these Discussions.

Monday morning

Reflection

Your lecturer will read the groups' postings for the week. The lecturer will then synthesise the responses of all the students and share insights, post comments and address any gaps in understanding in a closing post to this Team Discussion forum.

Students will then write their own Individual Reflection on what they have learnt for the week in the Your Reflection blog. This can be done at any time during the week. This

reflection is only seen by the individual student and the lecturer. Remember you are being assessed on the calibre of your reflections in your journal.

Sunday – Wednesday

Preparation for Interaction

The cycle begins again by working through the content for the next topic. You may wish to start preparing for the next week's group discussion over the weekend.

It's also a good idea to incrementally complete your assessments (ie do a little assignment work week by week to avoid a last minute rush).

7. Assessment tasks

The unit mark will be made up of three parts:

Assessment Component Due Weighting

71. Individual Assessment Weekly and end of term 40%

7.2. Team Marketing Plan 8 September 2016 30%

7.3. Online Final Examination Exam Week: 5-10 September 2016 30%

Total 100%

Please note that to pass the subject, students must pass the online final examination and perform satisfactorily in each of the remaining assessment components.



In fairness to other students, penalties may apply for late submission of assessment items.

7.1. INDIVIDUAL ASSESSMENT

Date Due Wednesday 5pm Sydney Time of weeks 2-9. See below for details.

Weighting 40% (in total – for all Exercises)

Format Answer the questions in an individual online journal and online discussion forum

There are 3 parts to the individual assessment. You will be assessed on your participation in the weekly discussion group, the individual journal and your assessment of the (written or video) presentation of the summary of other group projects. 7.1.1 Weekly Discussion Group and case questions 15%. You are required to participate in the online group discussion. You are expected to contribute weekly to these discussions. Your contribution to the discussion questions will be assessed at the close of each week’s discussion forum. Assessment will be made on the depth and quality of your responses/comments, rather than the quantity. You are expected to provide your own contribution to the discussion, as well as adding to other discussions by other participants. In order to pass this component you must make a contribution to discussions for at least 4 weeks of term, and during the open discussion period for that week (see instructions in Weekly Study Plan). However, this does not guarantee a pass for this component, as the quality of discussion is also critical. A HD grade for this component would require contributing each week to the discussion. However, this also does not guarantee the highest grading, as responses must also be of the highest calibre. Criteria for marking the weekly contributions:

Criteria Comment Mark

Contribution (weeks) NA

Quality of comments /5

Depth or comments /5

Contribution to discussion and building on other’s comments

/5

Total /15

7.1.2 Weekly journal of reflection on weekly learnings from readings and case studies 15% For this component of the assessment, you are being assessed on your level of understanding and learning from the weekly activities. You will record your key learnings for each week in the online journal. This journal will only be seen by yourself and your lecturer. You could base your journal writing each week around answers to the following questions (however, you are not limited to these):

What were the key takeaways for me for this week for each of the readings and for the case study (where there is a case study)?

What was something new that I learned that can assist me in future in business in relation to marketing activities?

How does the case study link to the articles for this week?

What does the case study demonstrate in relation to key concepts of the course for this week?

If you have any disagreement with anything that you read this week, you might like to identify what you disagreed with and why, and how could it be improved?

There is no minimum or maximum word limit for the journal entries. However, as a guide, somewhere around 500 words should definitely be enough for each week. You might find that some weeks there is a lot more for you to write about than others. Further guidance regarding the content of the journal can be gauged from the suggested questions to answer above and the assessment criteria. Please note that in order to pass this component of the individual assessment, you must complete the journal for at least 4 weeks. However, this does not guarantee a pass grade, if the quality of the work submitted is subpar. Similarly, a student must complete the journal for all 10 weeks of the term to be eligible for a high distinction grade (i.e. 13+/15) and this is also dependent upon the calibre of the journal entries. The journal will be monitored by the lecturer, but the final assessment will be made after 5 September when the final journal entry will have been made.



Criteria for marking the journal entries:


Evidence of weekly reading undertaken (through clear identification of key learning)

/5

Depth of understanding demonstrated

/5

Reflection relative to course concepts /5

Number of weeks NA

Total /15

7.1.3 Comment and grading on final Business Model Canvas submission of projects by other teams. 10% During week 10 of term, you are required to assess the calibre of peer groups’ BMC for their proposed marketing plan. You will use the following assessment criteria to assess the summaries provided in relation to showing how the BMC applies to the marketing plan. These will be available on the online site. You will be able to complete the assessment online. Only yourself and your lecturer will be able to view your individual responses. Please note that you do not assess your own group’s Marketing plan. You will use the following pro forma to assess each of the BMC’s:


I understand the problem being solved for the customer

HD, D, C, P, F

It seems to me that the value proposition is likely to solve the problem

HD, D, C, P, F

The proposed customer relationships are appropriate

HD, D, C, P, F

The proposed channels are feasible and appropriate

HD, D, C, P, F

The price seems right

HD, D, C, P, F

They have a clear understanding of who the customer is

HD, D, C, P, F

Overall grade HD, D, C, P, F

Overall Comment

You will be assessed on the quality of your assessments of your peers’ plans after 5pm 5 September. The lecturer will use the following criteria to make the assessment:

Criteria Mark

Ability to distinguish amongst the quality of the presentation by other groups

/3

Provides clear guidance and feedback to groups on where they performed well and where they were challenged (if necessary)

/3

Demonstrates understanding of the BMC components and able to assess each of these.

/4

Total /10



7.2. TEAM MARKETING PLAN

You will be allocated to a team of 5-7 of your classmates for the purpose of this project. The project requires the production of a marketing plan for a product either existing or planned. The plan should have a 12-24 month focus.

The product is your choice

It can be a good, a service, a not for profit enterprise or a cause. If the product exists, your plan should revolve around re-launching or a significant re-positioning. In other words a “business as usual” plan is not suitable. In an introductory note to the plan, you should clarify the status of the product or service such as whether it is an existing product, a fictional company etc. and indicate clearly your point of departures for the status quo. The project will involve a series of stages including:

Defining the product/service concept

Carrying out background research/investigation

Evaluating market potential

Segmenting and selecting target markets

Determining appropriate positioning

Developing a launch plan, which includes both overall launch strategy and action plans

Making market projections and financial estimates of likely sales, market share, costs and return on investment.

Preparing the Team Marketing Plan

Throughout this course, you will be assigned weekly Team Exercises. These exercises are designed to lead you through some of the key preparatory work for completing your Team Marketing Plan. For the final plan, you will draw on your output from the weekly Team Exercises; however, you will also need to include additional components. The content of the Plan is representative of strategic marketing plans prepared commercially by internal marketing departments and consultants. As such this is an excellent opportunity for you to participate in the construction of what is likely to be a business critical document in your corporate life now, or in the future. Your team marketing plan should include the content you would expect to see in a standard strategic marketing plan, with some additional inclusions that specifically relate to the learning objectives of this course. For a comprehensive overview of suggested content, see Suggested Content below.

Formatting In the document, you should pay close attention to acknowledging all sources of data, especially existing internal company documents, plans, market research studies etc. In particular, you should cite any references fully and in an acceptable style as noted in the Student Handbook. The document should be presented in a professional manner, in line with what would be presented by consultants to a management board. Specifically, it is vital that your document is easy to read. As such you must use at least 11 point font and 1.5 spacing with 2.5cm margins.

Submission The designated group member should submit online by the due date/time:

Team Marketing Plan

Completed Group Assignment Cover Sheet.

To do this: Go to Unit Overview page > click Assessments button > click Team Marketing Plan > scroll to bottom and click Add Submission button > Scroll to bottom of page then use the file picker window to attach your Marketing Plan file + completed Assignment Cover Sheet by the deadline > click Save changes.

Due BMC presentation/summary due Monday, 29 August 2016, 5pm. Marketing plan due Monday, 8 September, 5pm

Weighting 30% (20 for plan + 10 for BMC presentation)

Format Report (4,000 word limit, not including appendices and references); BMC presentation, no more than 1000 words if written.



Peer Evaluation Each group member must download and complete their own Peer Evaluation Form, by the Team Marketing Plan due date/time. Save your completed form as: Team #_Your Name.doc and submit it online (Go to Team Marketing Plan in the iLearn unit > click Peer Evaluation link > click Add submissions button at bottom of screen > follow the prompts to attach and submit your form). You will not receive your final grade if you do not submit this form. All fields including student name, student ID and team number must be on the form or else it will not be accepted. In allocating individual marks for the Marketing Plan, the team mark may be adjusted up or down on the basis of peer evaluations of individual contributions.

Late assignments Late assignments will be penalised up to 10% per day unless you have successfully applied for special consideration. Applications for extensions must be made before the submission date, and will only be granted in exceptional circumstances.

Team Marketing Plan: Suggested Content The following is a guide to the content you would expect to see in a standard strategic marketing plan, with some additional inclusions that specifically relate to the learning objectives of this course (for example the inclusion of all your Business Canvases in an appendix). This is NOT a definitive or restrictive content list, but should serve as a guide. The nature of your Team Project will dictate the exact content of your Plan. 1. Introduction/overview 1.1 Scope of the plan

Nature of the product/company

Timeframe of the plan

Geographies/markets/segments covered by the plan

Any limitations to resources or key assumptions on which the plan is based.

1.2 Objectives

What are the objectives you hope to reach by actioning this plan (need to be S.M.A.R.T.)

How do these objectives support overall corporate strategy and objectives

2. Background 2.1 History, company/product profile 2.2 Environment

Macro

Micro

2.3 The Market (remember to clearly identify the market/markets in terms of the job the customers are trying to get done, rather than in terms of industry/product); include:

Competitors

Existing segments

2.4 Main strategic issues

Detailed SWOT

3.Objectives 3.1 Statement of Objectives Note how these objectives support broader corporate objectives (e.g.: profit growth/maintenance, diversification of geography/product, rationalisation/consolidation, risk minimisation, etc). Include:

starting Canvas and future/intended Canvas

description of current positioning and future/intended positioning (on the Pine and Gilmore map)

4. Strategic Initiatives 4.1 Strategic overview Description of the market, segments and targeted segments (including why these segments have been chosen), i.e who/what is the focus of the strategic initiatives and why. 4.2 Key strategic initiatives (maximum of 3) - include:

Key consumer/market insights on which the initiatives are based

Implications for tactical rollout of the integrated marketing mix

Impact that each initiative will have on focus segments and positioning (explain how it will help you get to disciplined performance zone as per Pine and Gilmore)

How each initiative will enable you to reach your stated objectives (include detailed calculations in an appendix).



4.3 Strategic synergy Document the ways in which the key initiatives integrate to synergistically achieve the stated objectives. 5.Controls 5.1 KPIs Measurement items to ensure the objectives are met (what will be measured/when will it be measured) 5.2 Sensitivity analysis The main assumptions underpinning the success of your strategic initiatives

The macro/microenvironmental factors that may adversely impact implementation of the plan

Contingency plan to address the manifestation of these unfavourable macro/micro factors.

Appendices Note the ways in which your Canvas has evolved from your initial assessment of the market to the final plan Extended environmental analysis, including detailed SWOT Summary of the primary data collected to generate customer insight. Team Marketing Plan: Marking Guide Teams often ask about how much weight they should give to each section in their final report. The marking guide should provide direction on this as well as the collective effort required in each section

Section Assessment factors Comment Mark

Introduction/overview

Succinct executive summary including salient internal/external environmental factors, objectives and strategic initiatives

/1.5

Background

Environmental summary, correct identification of market/s from the customer perspective, integrated SWOT

/2

Objectives

Specific, measurable, attainable (given time frame of the plan), relevant and time bound.

/2

Strategic initiatives

Consumer insights on which the initiatives are based Impact each initiative will have on the intended positioning/brand How each initiative contributes to the objectives Synergy across initiatives Tactical implications for the marketing mix

/10

Controls How/when will the performance be measured What main assumptions underpin the plan, how will the plans change if these assumptions are incorrect?

/3

Presentation Professional presentation, succinct but data/insight rich content, appropriate use of appendices, correct and thorough referencing

/1.5

Total 20

No pre-submission assignment marking You/your group is expected to submit your Team Marketing Plan in its final, completed form by the due date. Lecturers will not mark or assess any draft plans prior to actual submission of the final version. The second part of the marketing plan assignment consists of the group uploading a maximum 1000 word summary of the BMC for the marketing plan project for comment and evaluation by other members of the class and by your lecturer. You may choose to present this in video format if you wish, as this covers the presentation component of the project. If the group wishes to utilise the video format, please contact the teaching assistant for this course (Mr Oliver Manlutac) for instructions on how to upload this. The summary/presentation will be assessed as follows:

Clarity of the marketing direction for the market offering

Clear link between solving a customer problem and the product/service offering.

Clarity with the BMC marketing components (ie customer, value proposition, customer relationship, channels, revenue)

Clear understanding of who the customer is.



This must be uploaded no later than 5pm, Monday 29 August, 2016. The assessment criteria for this presentation is as follows:


Provides understanding of the problem being solved for the customer

/1

The ability of the value proposition to solve the problem

/1

The proposed customer relationships are appropriate

/2

The proposed channels are feasible and appropriate

/2

Well thought out pricing strategy

/2

Demonstrates a clear understanding of who the customer is

/2

Total /10

Comment

7.3. ONLINE FINAL EXAMINATION

Format: Online exam. You are given two (2) hours and fifty (50) minutes to complete and submit your individual exam answers into iLearn during a designated period in exam week.

Date: Exam Week: 5-10 September 2016

Weighting: 30%

A computer with internet access and printer connection will be required. (You may wish to print out the Online Exam Question Paper to make quick notes.) The exam format will be open-book, and will consist of a combination of case study and essay style questions. More details on the exam will be provided over the term. The final exam will cover content from:

Unit materials

Exercises, case studies and Group Discussions.

Please note that to pass the subject students must pass the final examination and perform satisfactorily in each assessment component. The MGSM Term 3 exam period is 5-10 September 2015 inclusive. You are expected to make yourself available for examination at the time designated in the MGSM Examination Timetable. The timetable will be available on 06 July 2016 at: https://students.mgsm.edu.au/sydney-students/study/exams/ EXCEPTIONAL CIRCUMSTANCES: alternate exam date Students are expected to sit their examinations on the specified date and time during the examination period. Only in exceptional circumstances (i.e. in the event of serious illness, injury or death of a close family member, unavoidable pre-scheduled overseas/interstate work trip) will alternative arrangements be considered. In the event of illness, students must submit a medical certificate within 48 hours of the date of the missed exam.

https://students.mgsm.edu.au/sydney-students/study/exams/



For the purpose of adhering to the Master Degree Regulations, Academic Senate will also treat as unavoidable disruption cases where the student has been prevented from attending an examination for the following reasons: As a member of the armed forces involved in compulsory exercises

As a person in full-time employment required to be overseas by his or her employer

As a person representing their country at an international sporting or cultural competition Students, who for any of the reasons set out above, cannot sit in the exam period, must advise their lecturer and submit a Request for an Alternate Exam Date form which can be downloaded from the student website at https://students.mgsm.edu.au/assets/PDF/Student-Website/Exam-request-for-alternate-exam-date.pdf. Full supporting documentation must be attached to any request proposing to sit an exam outside of the scheduled time. Upon approval, an alternate exam date will be advised. If an alternate exam date is granted, the examination will be scheduled after the conclusion of the official examination period. You are advised that it is Macquarie University policy not to set early examinations for individuals or groups of students. All students are expected to ensure that they are available until the end of the teaching term that is the final day of the official examination period.

8. Required and recommended texts and/or materials

REQUIRED TEXT

Osterwalder, Alexander & Pigneur, Yves (2010) Business Model Generation, First Edition, Wiley, ISBN: 978-0470-87641-1 Textbook lists for Sydney classes are available at https://students.mgsm.edu.au/sydney-students/study-resources/textbooks For information on textbook prices and online ordering, please refer to the Co-Op Bookshop webpage at http://www.coop.com.au

MGSM ILEARN

The web page for this unit can be found at: https://ilearn.mq.edu.au/login/MGSM

9. Policies

DISRUPTION TO STUDIES POLICY

The University is committed to equity and fairness in all aspects of its learning and teaching. It recognises that students may experience disruptions that adversely affect their academic performance in assessment activities. To assist students through their studies, the University provides support services. Whilst advice and recommendations may be made to a student, it is ultimately the student’s responsibility to access these services as appropriate. This Policy applies only to serious and unavoidable disruptions that arise after a study period has commenced. Such disruptions commonly result from personal, social or domestic nature and may include illness (either physical or psychological), accident, injury, societal demands (such as jury service), bereavement, family breakdown or unexpected changes in employment situations. Students with a pre-existing disability/health condition or prolonged adverse circumstances may be eligible for ongoing assistance and support. Such support is governed by other policies and may be sought and coordinated through Campus Wellbeing and Support Services. This policy replaces what was previously known as the Special Consideration policy, and is now in effect for Term 3 2014 onward. Special Consideration is now referred to as the provision of the additional opportunity for a student after careful evaluation of evidence supporting a notification of Disruption to Studies. Under the Disruption to Studies Policy the University deems a disruption to studies to be serious and unavoidable if it arises from a set of circumstances that:

could not have reasonably seen anticipated, avoided or guarded against by the student; and was beyond the student’s control; and caused substantial disruption to the studies capacity for effective study and/or completion of required work; and occurred during an event critical study period and was at least three (3) consecutive days duration, and/or prevented completion of a final examination.

A Disruption to Studies Notification must be submitted within five (5) working days of the commencement of the disruption and all the supporting documentation must be submitted within five (5) working days of submission of

https://students.mgsm.edu.au/assets/PDF/Student-Website/Exam-request-for-alternate-exam-date.pdf

https://students.mgsm.edu.au/sydney-students/study-resources/textbooks

https://students.mgsm.edu.au/sydney-students/study-resources/textbooks

http://www.coop.com.au/

https://ilearn.mq.edu.au/login/MGSM



the notification form. The form is available at https://students.mgsm.edu.au/media/documents/ss-forms/Exam-APScons.pdf A Disruption to Studies notification must be supported by documentary evidence. The evidence must:

identify the disruption; explain the severity and impact of the disruption; and clearly describe how the disruption has adversely affected that the student’s capacity for effective study to which an

assessment relates

NOTE: The University’s Professional Authority Form (page 2 of the Disruption to Studies Notification form) is the only form of documentary evidence for notifications pertaining to a medical disruption (physical or psychological). The form must be completed by an appropriate professional authority as specified in the Disruption to Studies Supporting Evidence Schedule at http://www.mq.edu.au/policy/docs/disruption_studies/schedule_evidence.html For further information on Disruption to Studies, please read through the official university policy at http://www.mq.edu.au/policy/docs/disruption_studies/policy.html

ACADEMIC HONESTY POLICY

It is a fundamental principle that all staff and students act with integrity in the creation, development, application and use of ideas and information. This means that:

all academic work claimed as original is the work of the author making the claim all academic collaborations are acknowledged academic work is not falsified in any way when the ideas of others are used, these ideas are acknowledged appropriately

You should be familiar with the: University Policy on Academic Honesty http://www.mq.edu.au/policy/docs/academic_honesty/policy.htm University Statement on Ethics http://www.mq.edu.au/ethics/ethic-statement-final.html The policies and procedures explain what academic honesty is, how to avoid it, the procedures that will be taken in cases of suspected dishonesty, and the penalties if you are found guilty. Penalties may include a deduction of marks, failure in the unit, and/or referral to the University Discipline Committee. Examples of dishonest academic behaviours are:

Plagiarism Deception Fabrication Sabotage

GRADING POLICY

The University operates on the premise that through assessment students are encouraged to engage in their education, rather than merely pursue grades. The grades that you achieve at MGSM reflect assessment of the extent to which you have met the learning outcomes of a unit. Marks awarded in the continuous assessment items will not automatically guarantee a specific grade. Final grades for this unit are formally determined at the Examiners' Meeting, in accordance with University assessment procedure. The following grade descriptors are university-wide standards used to determine your final grade for this unit.

HIGH DISTINCTION

Provides consistent evidence of deep and critical understanding in relation to the learning outcomes. There is substantial originality and insight in identifying, generating and communicating competing arguments, perspectives or problem solving approaches; critical evaluation of problems, their solutions and their implications; creativity in application as appropriate to the discipline.

DISTINCTION

Provides evidence of integration and evaluation of critical ideas, principles and theories, distinctive insight and ability in applying relevant skills and concepts in relation to learning outcomes. There is demonstration of frequent originality in defining and analysing issues or problems and providing solutions; and the use of means of communication appropriate to the discipline and the audience.

https://students.mgsm.edu.au/media/documents/ss-forms/Exam-APScons.pdf

https://students.mgsm.edu.au/media/documents/ss-forms/Exam-APScons.pdf

http://www.mq.edu.au/policy/docs/disruption_studies/schedule_evidence.html

http://www.mq.edu.au/policy/docs/disruption_studies/policy.html

http://www.mq.edu.au/policy/docs/academic_honesty/policy.htm

http://www.mq.edu.au/ethics/ethic-statement-final.html



CREDIT

Provides evidence of learning that goes beyond replication of content knowledge or skills relevant to the learning outcomes. There is demonstration of substantial understanding of fundamental concepts in the field of study and the ability to apply these concepts in a variety of contexts; convincing argumentation with appropriate coherent justification; communication of ideas fluently and clearly in terms of the conventions of the discipline.

PASS

Provides sufficient evidence of the achievement of learning outcomes. There is demonstration of understanding and application of fundamental concepts of the field of study; routine argumentation with acceptable justification; communication of information and ideas adequately in terms of the conventions of the discipline. The learning attainment is considered satisfactory or adequate or competent or capable in relation to the specified outcomes.

FAIL

Does not provide evidence of attainment of learning outcomes. There is missing or partial or superficial or faulty understanding and application of the fundamental concepts in the field of study; missing, undeveloped, inappropriate or confusing argumentation; incomplete, confusing or lacking communication of ideas in ways that give little attention to the conventions of the discipline. Grades awarded will be aligned to the following numerical ranges:

Grade High Distinction Distinction Credit Pass Fail

% 85 – 100 75 – 84 65 – 74 50 – 64 0-49

ATTENDANCE POLICY

The interactive environment of the classroom is central to the MGSM experience. Students are required to attend all classes for the duration of each class. We recognise that exceptional circumstances may occur, such as unavoidable travel on behalf of your organization or the serious illness or injury of you or a close family member. Special consideration may be given for a maximum of 20% non-attendances for such circumstances as long as, where possible, lecturers are notified in advance and supporting documentation provided. Failure to abide by these conditions may result in a Fail grade being recorded.

PLANNING YOUR TIME

The unit is based on an average student workload of 150 hours of unsupervised private study and group work.

DISCLAIMER

These unit materials and the content of this unit are provided for educational purposes only and no decision should be made based on the material without obtaining independent professional advice relating to the particular circumstances involved.



10. Guide for Individual Participation

Below is the expected standard of individual participation in the Group Discussions each week.

Aspect Expected Performance

Critical Analysis Readings concepts articulated /applied to scenarios/issues Other perspectives + connections between ideas expressed Evidence-based posts based on readings, research Applies examples of personal experience to discuss topic concepts and relates experience to readings/other sources

Posts show understanding of the readings and integration of these ideas into discussions Other perspectives or connections between ideas are expressed Uses personal experiences to discuss topic concepts and the issues, supported by evidence well cited from readings, research or other sources. Provides well-reasoned recommendations that clearly follow from the analysis Appropriate use of concepts, tools and techniques of strategic analysis Considers both immediate and long term problems.

Engagement Building on participant responses to encourage focused discussion on the issue Posts made throughout the duration of discussion period Replies made to most/all peers’ posts within the discussion period.

Engages others by commenting on classmates’ posts in a positive way Replies cite relevant readings, research or other sources, and ask relevant questions that build focused discussion Replies to most classmates’ posts within the discussion period.

Professionalism and Respect MQ Netiquette Academic integrity (no plagiarism) Correct English grammar, syntax, spelling and punctuation Posting procedure/practice

Posts show respect and interest in views or other classmates Posts are largely free of grammar, syntax, spelling and punctuation errors Writing style facilitates effective communication Appropriate posting behaviour

Documents

MGSM820 Marketing Management · Value Proposition (VP): pp 22-25 Alexander Osterwalder Blog Post: “How to Achieve Product-Market Fit with our Brand-New Value Proposition Canvas”