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COURSE OUTLINE

ENTR414 MARKETING AND SELLING

DUNEDIN

1, 2, 3,4 JULY 2014

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Choose an item.

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

Lecture Timetable 5

Assessment 6

Course Requirements 9

Safe Assign 9

Student Learning Centre 10

Dishonest Practice and Plagiarism 10

Concerns about the Course 10

Disclaimer 11

Policy on Student Internal Assessment 11

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Paper Description and Aims

Marketing principles, customer management, and other key aspects of marketing relevant to entrepreneurs operating in a global environment. Topics to be covered in this paper include:

The concept of marketing o Marketing tools o The marketing environment

The consumer decision making process

Market segmentation and target markets o Marketing planning o Promotion, Pricing, Distribution

New Product Development

Learning Outcomes

By the end of this course, students should be able to:

Give an overview of micro- and macro-environmental influences on their business

Perform preliminary segmentation exercises for their business, including assessing the suitability of identified customer segments

Articulate the value of their business proposal to different customer groups

Assess the relevance of new product or service ideas to their business strategy

Select relevant marketing techniques to fit with their overall business strategy

Formulate a comprehensive marketing plan

Teaching Staff

Course Leader Name: Associate Professor Lisa McNeill Office: CO639 Email: lisa.mcneill@otago.ac.nz Phone: 479 5758 Guest Speakers Ryan McKenzie – Explode (Social Media & Website Strategist)

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Course Delivery

ENTR414 is run over six weeks. It is taught through four days of seminars in week three, followed by four weeks for the completion of assignments. Seminars will include sessions from the Course Leader, who delivers the majority of the conceptual material, as well as guest speakers. Participants are expected to contribute through questions and discussion. Timetable: Tuesday 1st July 9.00-5.00pm Wednesday 2nd July 9.00-5.00pm Thursday 3rd July 9.00-5.00pm Friday 4th July 9.00-4.00pm Students are expected to prepare for and attend all classes to gain full benefit from the course. The taught portion of the course should be prepared for by completing assigned readings. Unless stated otherwise, all aspects of the course are examinable.

Expectations and Workload

(i) Contact hours hours derivation Seminars 28 (4 days of 7 hours)

Sub-total 28 (ii) Non-contact hours hours derivation Class preparation 24 (6 hours for each day of seminars) Assignment 1 20 Assignment 2 80 Private study and mentoring 26

Sub-total 150 (iii) Total number of hours 178

Course Materials and Course Resources

The University Library provides online resources for students. These include subject guides, and other research resources, and citation styles. There is information on Blackboard about accessing distance reserve materials for this course. Readings are provided either in the Library on Distance Reserve or on Blackboard. Textbook: Timmons J.A and Spinelli, S. (2007 or 2008). New Venture Creation 8th Ed. McGraw Hill.

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Additional Reading: Rix, P. (2004) Marketing: A Practical Approach, McGraw-Hill. Arnould, E., Price, L., Zinkhan, G. (2004) Consumers, McGraw-Hill Irwin. Wood, M. (2007) The Marketing Plan Handbook, Pearson Prentice-Hall. Plus readings on Blackboard.

Blackboard

Blackboard https://blackboard.otago.ac.nz/webapps/login/ provides you with access to course materials, and class notices will be posted on Blackboard. Lecture slides will also be posted there. 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.

Lecture Timetable

Lectures are detailed below. The course will also include presentations from Guest Speakers in addition to the lectures listed below. Students are required to attend all sessions. Classes are in the Commerce Building CO207. Tuesday 1 July 2014

Time Speaker Topic 9.00am – 10.15am Lisa McNeill Introduction to marketing

10.15am – 10.30am Break

10.30am – 12.00pm Lisa McNeill Marketing strategy

12.00pm– 12.45pm Lunch

12.45pm – 2.15pm Lisa McNeill Business entrepreneurship

2.15pm – 3.45pm Lisa McNeill Selling

3.45pm –4.00pm Break

4.00pm – 5.00pm Class NPD group work – Introduction & idea development

Wednesday 2 July 2014

Time Speaker Topic 9.00am – 10.15am Lisa McNeill Customers and segments

10.15am – 10.30am Break

10.30am – 12.00pm Lisa McNeill Customers and segments

12.00pm– 12.45pm Lunch

12.45pm – 2.15pm Lisa McNeill The business servicescape

2.15pm – 3.45pm Trends in marketing

3.45pm –4.00pm Break

4.00pm – 5.00pm Class NPD group work

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Thursday 3 July 2014

Time Speaker Topic 9.00am – 10.15am Lisa McNeill NPD presentations

10.15am – 10.30am Break

10.30am – 12.00pm Lisa McNeill NPD presentations

12.00pm– 12.45pm Lunch

12.45pm – 2.15pm Lisa McNeill Electronic Marketing

2.15pm – 3.45pm Ryan McKenzie Website tactics

3.45pm –4.00pm Break

4.00pm – 5.00pm Ryan McKenzie Social Media tactics

Friday 4 July 2014

Time Speaker Topic 9.00am – 10.15am Lisa McNeill Market Research Methods -

Introduction

10.15am – 10.30am Break

10.30am – 12.00pm Lisa McNeill Cases in Market Research

12.00pm– 12.45pm Lunch

2.15pm – 3.45pm Lisa McNeill Cases in Market Research

3.45pm –4.00pm Lisa McNeill Cases in Market Research

Assessment

All material presented is examinable (except where stated otherwise) by assignments. All important assessment information such as due dates and times, content and guidelines will be discussed at lectures and, where appropriate, detailed on Blackboard. Students are responsible for ensuring that they are aware of this information, keeping track of their own progress, and adhering to all deadlines. ASSESSMENT

Assignment Focus Value If you have questions, contact

Due Date

1. NPD NPD group presentations

40% Lisa In class, Thurs 3rd July

2. Market research Segmentation 60% Lisa Friday 18th July, 4pm, via Blackboard

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ASSIGNMENT 1: NPD PRESENTATIONS (40%) Marker: Lisa McNeill Submission: Presented in class. Task 1: In groups of three, come up with a ‘blue skies’ product or service that you believe the world needs… A. Segmentation

1. Prepare a definition of the market(s) for your offering 2. Conduct a benefit analysis for the offering (see lecture materials) 3. Define perceived customer criteria when selecting your offering 4. Define a list of potential customer types (segments) for your offering

B. Targeting 1. Develop a set of criteria for segment attractiveness (their attractiveness

to you) 2. Rank these criteria in order of most important to your customer-firm

value relationship to lesser importance. 3. Select a target segment(s) and describe why your offering is a ‘one

offering many markets’ (mass) or a ‘one offering one market’ (niche) scenario

C. Positioning 1. Create a value proposition for each target segment. 2. Tell us how you would reach/contact these segments

Task 2: Presentation When presenting this material to the class, ensure that you explain any decisions made throughout the process and be prepared to answer questions from other teams. The presentation is limited to 10mns (not including question time). You may use PowerPoint, but will need to ensure it is set up prior to presentation day.

ASSIGNMENT 2: MARKET RESEARCH (60%) Marker: Lisa McNeill Submission: Blackboard This assignment is worth 60% of your grade for this paper. Either take your intended new venture OR a fictitious venture and offer detail on a proposed programme of market research that will enable you to confirm some of the assumptions you have made about the market. This plan should detail all market research (primary and secondary) necessary to confirm the assumptions made in sections 1-4 (see below), as well as any market research needed to further refine your product or service offering itself. A list of key objectives for each aspect of the research plan must be given. OBJECTIVES: This assignment is intended to assess your ability to demonstrate that you

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Understand the importance of research design to the success of a research project; • Have considered the effect of project constraints on your proposed research design; • Have developed and evaluated alternative research designs; • Can clearly and concisely present proposed research, from the problem statement through to research design stages INTRODUCTION/GENERAL INFORMATION ON RESEARCH PROPOSALS: Your presentation should deliver a clear and concise outline and justification for your research project. It should include: (1) a brief summary of your research problem/gap in knowledge (5%, ½ page) (2) statement of research questions/hypotheses (5%; ½ page) (3) justification for your chosen methodology (30%, 3 pages) (4) likely outcomes of the research – what will you do with the resultant information? (20%, 1 page) Point (3) above is essentially concerned with your chosen research design and carries the most marks for Assignment 2. A research design is a systematic plan to guide data collection and analysis. It establishes what type(s) of data are to be collected, the source of those data, the data collection procedure, and the method of analysis. It ensures that the information collected is related in a consistent way with the research problem. For any research problem there is no one “correct” research design. Many different designs may accomplish the same objective, and yield different insights. The extent to which the results of different designs reinforce the same conclusion is referred to as “triangulation”. There are a number of constraints on the research design for a research project. Most of these are practical considerations. In most cases, there will be few (financial) resources available, and the research must be completed relatively quickly. These conditions favour the use of secondary data, and small-scale research designs based on methods such as experiments, personal interviews or case studies. However, there is no requirement that a particular approach be used, and there is no one method that is preferred over others. Each research design should be considered in the unique context of the research problem, and the resources available. An important part of a research project is the research design. A thorough description of the design is necessary and means that statements like “secondary sources will be used to assess the market potential” or “exploratory interviews will be conducted” are insufficiently detailed. The proposal should detail exactly what sources will be used, along with an evaluation of their limitations, and evidence that you have checked their availability. If you are intending to work with a particular firm, you need to detail this, and note your contact with the firm to this point (if any). A research design must contain information on how information will be collected, why this approach was chosen (evaluation of strengths and weaknesses), and how the resulting data will be analysed and reported. A strong link also needs to be made to the research problem

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and its positioning. Anticipating the types of results that the research may yield can do this. For research that relies on secondary sources, it is important that the available information be fully described, including complete references (if applicable). For primary research, the sampling and data collection processes need to be described. If a survey instrument is to be used, it can be included (but may still be under development). In some cases it is not possible to include the instrument because it will be developed as part of the research (e.g. exploratory interviews may be conducted to define the domain, and then a survey instrument will be developed to be administered to a larger sample). In these cases, a description of the types of information that will be collected by the instrument (as compared to the actual questions) should be included. A time frame (and in some cases a budget) should also be included as part of a research design. The assignment is limited to a maximum of five pages, excluding any necessary appendices. This assignment should be presented in Times New Roman 12pt font, single spacing.

Course Requirements

To pass this course students must attend all classes, complete the in-class exercises and hand in all assignments on time and achieve a 50% grade in this course.

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. 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 co-ordinator 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/ and http://www.otago.ac.nz/administration/policies/otago003145.html

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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

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 page 224). 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 Leader 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 Programme Co-ordinator lara.valentine@otago.ac.nz

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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. Participants are encouraged to check Blackboard regularly. It is the participant’s responsibility to be informed.

CENTRE FOR ENTREPRENEURSHIP

Policy on Student Internal Assessment

The purpose of this document is to have a consistent policy throughout the centre 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 –The letter grade only will be returned to the student on their

work. At the end of the course, 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 Leader as soon as possible.

2. Late Assignments – Assignments received after the deadline and within 24 hours after the deadline will have 5% deducted from the available grade for the piece of assessment (ie. 78% becomes a 73%, a B+ becomes a B). Assignments will have a further 5% deducted from the grade for each 24 hour period following this. Should you fail a paper, you will be given one chance to resubmit the assessment and should this meet a passable standard, you will receive a 50% pass for the paper. If, after resubmission, you fail the paper, you will not be permitted to continue with the Master of Entrepreneurship.

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 Course Leader. A formal medical certificate is required for all extensions. Guest speakers are not authorised to give extensions. Only the Course Leader 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.

4. 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

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other method of academic work which counts towards the attainment of a pass in any subject.”

5. Problems with group work – Where group work is set and a group is experiencing difficulties, the students should approach the Course Leader to try to resolve these differences. The Course Leader 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 Course Leader to endeavour to resolve outstanding issues, who will endeavour to resolve the situation.

This procedure MUST be completed to step ii) before the assignment is submitted for grading. Where there are still unresolved difficulties, step iii) will be implemented.

iii) students will complete a ‘Peer Assessment’ form available from the appropriate Course Leader (which must be submitted to the Course Leader before any grades are released).

The Course Leader reserves 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 Course Leader and others (as deemed appropriate) to provide an explanation for the discrepancy. A differential allocation of grade may result from this process.