QUESTION
Curtin Business School
School of Marketing
12593 Marketing – Professional Practice 300
Semester 1, 2012
Unit study package number:
12593
Mode of study:
Internal
Tuition pattern summary:
Lecture: 1 x 1.5 Hours Weekly
Tutorial: 1 x 1.5 Hours Weekly
This unit does not have a fieldwork component.
Credit Value:
25.0
Pre-requisite units:
Co-requisite units:
Nil
Anti-requisite units:
Nil
9807 (v.0) Marketing Research 200 or any previous version
Result type:
Grade/Mark
Approved incidental fees:
Information about approved incidental fees can be obtained from our website. Visit
for details.fees.curtin.edu.au/incidental_fees.cfm
Unit coordinator:
Teaching Staff:
Name:
Brian Handley
Phone:
+618 9266 4389
Email:
Brian.Handley@cbs.curtin.edu.au
Building:
408
Room:
2005C
Administrative contact: Name:
Basilio Martella
Phone:
+618 9266 1250
Email:
B.Martella@curtin.edu.au
12593 Marketing – Professional Practice 300
31 Jan 2012
This unit is managed by Dept: School of Marketing; Faculty: Curtin Business School
Page: of 1 8
CRICOS Provider Code
WA 00301J, NSW 02637B
Curtin Business School
School of Marketing
Acknowledgement of Country
We respectfully acknowledge the Indigenous Elders, custodians, their descendants and kin of this land past and
present.
Syllabus
This unit looks at both the practical and the theoretical, and provides a foundation for understanding not for profit
organisations. Students will investigate the strategic role of marketing within not for profit organisations.
Introduction
Delivery of this unit consists of a weekly lecture and tutorial. Students will work both independently and within a group
setting. In addition to the lecture students will be involved in role plays, group discussions, case studies, class exercises
and presentations. Here students will be introduced to the skills and concepts necessary for success in the highly
competitive world of marketing consultancy.
Learning Outcomes
On successful completion of this unit students can:
Graduate
Attributes
addressed
1 Recognise the imporatnce of ethics, professionalism and quality in a marketing consultancy
practice in readiness for employment as a marketing intern in a not for profit organisation
2 Identify strategies for building sound client relationships in a consultancy setting
3 Develop a packaging campaign presentation and in doing so effectively deliver personal
presentations to client organisations
4 Develop stratergies and tactics in the context of a real life client organisation and write a
comprehensive strategic plan for that organisation
5 Establish service relationships and determine what marketing campaign is required by using critical
and creative thinking
Curtin’s Graduate Attributes
Apply discipline knowledge
Thinking skills
(use analytical skills to solve problems)
12593 Marketing – Professional Practice 300
31 Jan 2012
This unit is managed by Dept: School of Marketing; Faculty: Curtin Business School
Information skills
(confidence to investigate new ideas)
Communication skills Technology skills
Learning how to learn
International perspective
(value the perspectives of others)
Cultural understanding
(value the perspectives of others)
(apply principles learnt to new situations)
(confidence to tackle unfamiliar problems)
Professional Skills
(work independently and as a team)
(plan own work)
Find out more about Curtin’s Graduate attributes at the Office of Teaching & Learning website: otl.curtin.edu.au
Learning Activities
Lectures will follow the format outlined in the unit outline supported by first hand experience from a long time business
professional. Learning will be engaging for the student and will consist of quality interaction experiences (role plays, site
visits, interactive cd and personal experiences).
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CRICOS Provider Code
WA 00301J, NSW 02637B
Curtin Business School
School of Marketing
Learning Resources
Essential Texts
You will need to purchase the following textbook(s) in order to complete this unit:
Andreasen, A. R and Kotler, P. (2008) Strategic Marketing for Non profit Organisations (7 Edition), Pearson
Prentice Hall, Upper Saddle River, New Jersey, 07458.
Recommended Texts
You the following textbooks but you may like to refer to them.do not have to purchase
Bosworth, M. T. and Holland, J. (2004). Customer Centric Selling. New York: McGraw-Hill.
Hastings, G. (2007) Social Marketing. Elsevier.
Bruce, I. (2005) Charity Marketing. Meeting Need through Customer Focus. ICSA Publishing.
Ingram, LaForge, Avila, Schwepker and Williams (2006). Professional Selling a Trust based Approach (4
Edition). Thomson South Western.
Weiss, J. W. (2006) Business Ethics: A Stakeholder and Issues Management Approach (4 Edition) Thomson
South Western.
Other Resources
Journal of Marketing
Journal of Marketing Communications
Journal of Consumer Research
Journal of Marketing Research
Journal of Industrial Marketing
Journal of Sales and Marketing Management
Assessment
Assessment Schedule
12593 Marketing – Professional Practice 300
31 Jan 2012
This unit is managed by Dept: School of Marketing; Faculty: Curtin Business School
th
th
Task Value % Date Due
Unit Learning
Outcome(s)
Assessed
1
Client brief 35 percent
Week: 5
1,2,4
2
Client strategy proposal 35 percent
Week: 10 Proposal /
Week 11 – 12
Presentations
3
Final Examination 30 percent
Week: 12
5
3,4
th
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CRICOS Provider Code
WA 00301J, NSW 02637B
Curtin Business School
School of Marketing
Detailed information on assessment tasks
Client brief (individual assignment) 35%
1.
2.
3.
In the early weeks of semester you will receive a verbal briefing on your ‘live’ client for this semester. (PLEASE
NOTE IT IS FOR ALL STUDENTS TO ATTEND THIS SESSION.) This individual assignmentESSENTIAL
provides an opportunity to demonstrate your understanding of the client’s needs. One of the most important
skills in consultancy is the ability to prepare a clear and comprehensive brief. You must prepare a written brief to
demonstrate your understanding of the requirements of the organisation to enable you to develop appropriate
strategic recommendations.
Your brief should be approximately 1,500 words in length and include:
A concise factual background on the organisation
1.
2.
3.
4.
5.
6.
1.
2.
3.
4.
An overview of its internal and external environment
A summary of the organisation’s vision, mission, goals and strategies
A discussion of the key issues and challenges facing the organisation from the client’s perspective
How would the consultancy work with the organisation (i.e. reporting structure, accountability)
Your available budget.
Client Brief due session 5
Client strategy proposal and presentation (group assignment) 35%
This is the central activity of the semester around which everything else will revolve. Students will work in small
teams to produce strategies addressing various aspects of the client’s needs. Each team will make an
Ultimately, a series of top qualityin-depth, client presentation as well as presenting a written document.
strategies will be delivered to the client. Please note that all students in a presenting group are required to
participate in the presentation, and that your local lecturer/tutor reserves the right to award individual presentation
marks to students for this component. A detailed briefing on all aspects of the task will be provided during
lectures.
Conflict Resolution Processes for Group/Team Assignments
In the event of a conflict within Teams, students must undertake the following process prior to presenting their
concerns to the Unit Controller:
Students must address issues early (do not leave the problem until the week before the assignment is due
to raise that there is an issue).
Call a meeting with all group members to discuss a concern or a breach of contract/agreement.
If resolution is not achieved, request mediation by another student within the class.
If resolution is not achieved, request mediation by the lecturer.
Your group’s mark for your campaign presentation may be weighted on the basis of this feedback, so that some
students in the group obtain a higher mark than that awarded to the group, and some students in the group
obtain a lower mark.
Final Examination (30%)
Structure of Exam:Take home, short essay exam.
Questions will be either essay questions, short case study questions or a combination of both. The exam will
cover all topics covered in the unit. The exam is constructed to evaluate the student’s comprehension of all
theory covered in the course, in terms of their ability to use this in an integrated, effective manner to provide
management solutions in real world situations.
12593 Marketing – Professional Practice 300
31 Jan 2012
This unit is managed by Dept: School of Marketing; Faculty: Curtin Business School
Page: of 4 8
CRICOS Provider Code
WA 00301J, NSW 02637B
Curtin Business School
School of Marketing
Fair assessment through moderation
Moderation describes a quality assurance process to ensure that assessments are appropriate to the learning
outcomes, and that student work is evaluated consistently by assessors. Minimum standards for the moderation of
assessment are described in the Assessment Manual, available from
policies.curtin.edu.au/policies/teachingandlearning.cfm
Late penalties
Late Assessment Policy
This ensures that the requirements for submission of assignments and other work to be assessed are fair, transparent,
equitable, and that penalties are consistently applied.
1.
2.
3.
4.
1.
2.
3.
4.
All assessments which students are required to submit will have a due date and time specified on the Unit
Outline.
Accepting late submission of assignments or other work will be determined by the unit coordinator or Head of
School and will be specified on the Unit Outline.
If late submission of assignments or other work is not accepted, students will receive a penalty of 100% after the
due date and time ie a zero mark for the late assessment.
If late submission of assignments or other work is accepted, students will be penalised by ten percent per
working day for a late assessment submission (eg a mark equivalent to 10% of the total allocated for the
assessment will be deducted from the marked value for every day that the assessment is late). This means that
an assignment worth 20 will have two marks deducted per working day late. Hence if it was handed in three
working days late and marked as 12/20, the student would receive 6/20. An assessment more than seven
. Work submitted after this time (due date plus seven days) mayworking days overdue will not be marked
result in a Fail – Incomplete (F-IN) grade being awarded for the unit.
Pass requirements
Receive an overall grade of 5 or above and a mark greater than or equal to 50, AND
Submit all assessment activities AND
Pass all assessment activities AND
Pass the exam
Referencing style
Students should use the Chicago referencing style when preparing assignments.
More information can be found on this style from the Library web site: .library.curtin.edu.au
Plagiarism
Plagiarism occurs when work or property of another person is presented as one’s own, without appropriate
acknowledgement or referencing. Plagiarism is a serious offence. For more information refer to
.academicintegrity.curtin.edu.au
Plagiarism Monitoring
Work submitted may be subjected to a plagiarism detection process, which may include the use of systems such as
‘Turnitin’. For further information, see .academicintegrity.curtin.edu.au/students/turnitin.cfm
12593 Marketing – Professional Practice 300
31 Jan 2012
This unit is managed by Dept: School of Marketing; Faculty: Curtin Business School
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CRICOS Provider Code
WA 00301J, NSW 02637B
Curtin Business School
School of Marketing
Additional information
All additional information including marking guides and cover sheets can be found on Blackboard.
Enrolment:
It is your responsibility to ensure that your enrolment is correct – you can check your enrolment through the eStudent
option on OASIS, where you can also print an Enrolment Advice.
Supplementary/Deferred Exams:
Supplementary and deferred examinations will be held at a date to be advised. Notification to students will be made
after the Board of Examiners meeting via the Official Communications Channel (OCC) in OASIS. It is the student’s
responsibility to check their OASIS account on a weekly basis for official Curtin correspondence. If your results show
that you have been awarded a supplementary or deferred exam you should immediately check your OASIS email for
details.
Student Rights and Responsibilities
It is the responsibility of every student to be aware of all relevant legislation, policies and procedures relating to their
rights and responsibilities as a student. These include:
the Student Charter
the University’s Guiding Ethical Principles
the University’s policy and statements on plagiarism and academic integrity
copyright principles and responsibilities
the University’s policies on appropriate use of software and computer facilities
Information on all these things is available through the University’s “Student Rights and Responsibilities website at:
.students.curtin.edu.au/rights
Disability
Students with a disability or medical condition (e.g. mental health condition, chronic illness, physical or sensory
disability, learning disability) are encouraged to seek advice from Disability Services . Awww.disability.curtin.edu.au
Disability Advisor will work with you and liaise with staff to identify strategies to assist you to meet unit (including
fieldwork education) and course requirements, where possible. It is important to note that the staff of the university may
not be able to meet your needs if they are not informed of your individual circumstances.
Recent unit changes
We welcome feedback as one way to keep improving this unit. Students are encouraged to provide unit feedback
through , Curtin’s online student feedback system (see ). Recent changes to thisVALUatee evaluate.curtin.edu.au/info/
unit include:
Alteration of the assessment for the individual client brief in response to student request through eValuate. This
now includes both TOWS and PESTEL analysis.
See to find out when you can this unit.evaluate.curtin.edu.au VALUatee
12593 Marketing – Professional Practice 300
31 Jan 2012
This unit is managed by Dept: School of Marketing; Faculty: Curtin Business School
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CRICOS Provider Code
WA 00301J, NSW 02637B
Curtin Business School
School of Marketing
Program calendar
Week Lecture/
Seminar
1.
Unit overview. The
growth and
development of non
profit marketing
2.
Client introduction.
Briefing/guest
speaker
Mission, vision and
strategy.
3.
Acquiring and using
Marketing
information
4.
Ethics &
professionalism
5.
Value propositions
6. Developing and
Launching New
Offerings
7.
Formulating
Communication
Strategies
8.
Generating funds
Pre-readings Tutorial/Other Assessment Due
Chapter 1 Discussion regarding the unit
outline and chapter one
This is your chance to ask the
guest speaker any questions
that you may have pertaining to
12593 Marketing – Professional Practice 300
31 Jan 2012
This unit is managed by Dept: School of Marketing; Faculty: Curtin Business School
the Brief
Chapter 5 Here we discuss how
managers can use research
Where do not for profit
managers stand regarding
ethics? How do we handle
potential conflicts of interest?
Chapter 8 Here we take a look at ‘value’
within a not for profit setting.
Chapter 9 Here we take a look at the
process involved in developing
new offerings.
Chapter 12 The importance of verbal and
non verbal communication is
discussed.
Chapter 15 Fundraising is one of the most
important yet difficult tasks
within a not for profit
organisation
Client brief due
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CRICOS Provider Code
WA 00301J, NSW 02637B
Curtin Business School
School of Marketing
9.
Attracting human
resources
10.
Working with the
private sector
11.
Organising for
Implementation
12. Marketing evaluation
monitoring and
control.
Chapter 16 Here we look at the
employment opportunities
within not for profit marketing
Chapter 17 Opportunities to work with the
private sector are discussed
12593 Marketing – Professional Practice 300
31 Jan 2012
This unit is managed by Dept: School of Marketing; Faculty: Curtin Business School
st
here.
Chapter 18
The 21 Century brings new
challenges to not for profit
organisations
Chapter 19 Here we discuss the
measurement systems used to
track performance
Client strategy proposal
due
Presentations
Exam Issued
Presentations
Exam Due
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CRICOS Provider Code
WA 00301J, NSW 02637B
SOLUTION
Q2) Social Media has grown into a phenomenon which has been unprecedented. It has become pervasive. A phenomenon that at one point of time was only popular among the youth is fast becoming accepted across the different sections of the community (Insider Facebook) .One of the advantages of using this platform to promote and advertise is because it helps to gauge an immediate response to the campaign initiated .Added to that the marketing expenses incurred is to say the very least minimal or even close to zero. Non-profit organizations always operate on a very tight budget. The cash flows are almost used up in operational activities that are essential to sustain the day to day activities of the organization (Symphony 3).The very motive of a non-profit organization is to conserve cash as it is of prime importance to them. Thus being in a situation where cash is hard to come by non-profit organizations ,thus spend very less or lets say are forced to spend very less when it comes to marketing(JeffBulas).The marketing spend in these organizations has thus to find innovative ways which conserve cash. Flamboyant spends is something that the cannot afford to and are not even in a position to do.The media being pervasive can help raise cash immediately as was witnessed during the aftermath of the “Haiti” Earthquake(Civic Action).Facebook aps , ads ,pages and online stores are some of the ways in which the campaign can be initiated. In order to better non-profit organizations facbook has created a dedicated page in the form of facebook.com/nonprofits. Some of the ways in order to initiate and regulate the campaign are():
1)Creating a facebook page: A dedicated pages helps you to post videos, wall papers and other pertinent items .A dedicated page helps you to identify and find out how fans have interacted with your pages and what have been their responses like almost instantly
2)Use Causes: Launched in 2007 ,’Causes’ has been designed to help users to be able to make a difference without leaving the social network. It markets on its own as a way for anyone to impact a difference using Facebook to inform friends about causes, asking them to donate and generally getting the word out, according to their designed page, “Causes was inventeed on the very basic belief that in a healthy society, anyone can participate in change by informing and inspiring others. A user-created advocacy group on Causes can be created by anyone and administrators post announcements and thus communicate with members of that cause through email and notifications, foste discussions, , sign petitions, share information and fundraise. The Nonprofit Partner Center has features to help organizations with multiple chapters better manage the app.
3) Making the facebook page unique: Unique content ensure that the information created is specifically for the social media and its importance is not lost in the clutter of noise around.
4)Being Active: Being vigilant and active helps ensure that you are in a situation where you are able to monitor the information being shared.
5) Talking Back: It gives an instant feedback to the queries of your customers. It is thus unnecessary.
6) Creating Apps ,Games or quizzes: These initiatives help to create a pull and also engage clients into the cause being promoted
7) Adding a share /donation box: A store or donations box right on the Facebook Page helps makes it easier for fans to buy merchandise or give money to your organization.
References:
Insider Facebook 2012 10 Tips for Non-Profits on Facebook. http://www.insidefacebook.com/2010/02/12/10-tips-for-non-profits-on-facebook/(accessed May 22, 2012)
Symphony 3 2012.How Non-Profit Organizations are Using Facebook. http://www.symphony3.com/_blog/Online_Business_Strategy_And_Digital_Marketing/post/How_Not-for-profit_Organizations_are_Using_Facebook_Page/. ( Accessed May 22 ,2012)
Jeffbulas 2012. 7 Great Resources on Using Facebook For Your Non Profit Organisation, Personal Brand and Company. http://www.jeffbullas.com/2009/05/23/7-great-resources-on-using-facebook-for-your-non-profit-organisation-personal-brand-and-company/.( Accessed May 22 ,2012)
Q3) Non-profit organizations operate for reasons far more sublime than that is known or believed. They are driven by a cause to bring greater good and impact lives in unprecedented manner. One of the first things one should know about working in a non-profit organization is whether the organization shares the same commitment with that of the given individual (Nonprofit Career Guide).In the absence of this same line of vision one may feel left out or also a feeling of being lost. The dream of that the non-profit organization envisages should be either partly or wholly shared by the employee .Non-profit organizations always are under a cash crunch. Thus working for a non-profit organization one must also make sure to be absolutely prudent about every penny being spent by the organization .Since non-profit organizations have the issue of cash crunch, they also look into objectively at the salary being paid to the employees. At every point of time the aim should be to add value (Joanne Fritiz 2012) to the organization ,thus justify the remuneration paid. Moreover working in a non-profit organization one also needs to learn how work through committees (Berkeley University).Every non-profit organization is driven by committees which draws upon member from all section of the society. The voices expressed thus are varied and one needs patience as well as foresight to wade through the opinions expressed. The debate involved can be laborious and often energy consuming with no direction. Thus to manage such diverse opinion requires determination and a sense of calmness to see a point through (Helpage India).
The career growth in a non-profit organization is often very shaky.One cannot clearly forsee where the given organization would place the invidual in its structure .Thus, individuals with strong ambitions to see themselves as heading the organization as COO or CEO will not always be satisfies, cause the environment in which such organizations operate is quite fluid and subject to changes .Thus, individuals holding such goals may not always be rewarded. Thus young individuals planning to join non-profit organization should also take that into consideration. Added to that individuals also make should understand that non-profit organizations may not always have a clear set of appraisal forms to judge the performance and thus to suggest improvements. The ecosystem of such organizations being fluid the concept of appraisals may not have adequately evolved to suit the needs of the organization.
Added to these many challenges likes the challenge of effective multi-tasking non-profit organizations may not always have a clear set of activities defines for all new comers thus young individuals may need to handle more than what they might have been signed up for.
References:
Civic actions 2012. What NGOs and Nonprofit Organizations Need to Know About Facebbok.
http://civicactions.com/blog/2009/jul/22/what_ngos_and_nonprofit_organizations_need_know_about_content_strategy. /.( Accessed May 22 ,2012)
Nonprofit Career Guide 2012. GETTING STARTED IN A NONPROFIT CAREER
http://www.nonprofitcareerguide.org/ (Accessed May 22 ,2012)
Joanne Fritz 2012 . How to Find Your Dream Nonprofit Job. http://nonprofit.about.com/od/nonprofitwork/tp/gettingjob.htm. (Accessed May 22 ,2012)
University of Berkeley 2012. Top 10 Myths About Working for Nonprofit Organizations.
https://career.berkeley.edu/Nonprofit/NPMyths.stm. . (Accessed May 22 ,2012)
Helpage India 2012. Home page Helpage India. . http://www.helpageindia.org (Accessed May 22 ,2012)
Q4)Non-profit organizations have a dream ,a dream to better lives, to changes lives and thus makes this world a more better place to live in. The non-profit organizations being non-profit in nature have shoe string budget to spend on themselves. There is always a need to be efficient and maintain an absolutely small staff as possible. No doubt the kind of work that they do makes the boards of these organizations highly prestigious and thus coveted. The committees of these boards deliberate and make all important decisions regarding all day to day matters. What matters most to these boards is the different skill sets that participating members bring to the table. I have always admired your sense of purpose with our organizations. You have been a regular contributor to funds at your organization. Every board member brings in an different skill set and whole set of new perspectives to our board. This makes the discussion not only lively but also helps the member to earn the respect of the board. Thus I believe your contribution to the boards and thus the organization would be of sizeable value if you could clearly state the skill sets that you would be bringing along with you. This will not only add value to the boards but will give you as well a sense of purpose and commitment. I thoroughly appreciate your idea to be a part of our board,however(Estella Kennen 2012) I sincerely feel that your stay with the board would be of value if and only if there is a particular perspective that you wish to bring to it which would make your presence with the board enriching as well as lively(Aryan Hellas 2012).Board deliberates and takes decision on almost all day to day matters as well strategic decisions regarding the future course as well.Thus in order to achieve quick decisions it is always decisions it is always in the best interests of the organization to have a small board.A small board brings about efficiency in decision making .A smaller board will have less of diverse opinions thus it is easier to take decisions based on consensus. A smaller board also ensures that the quorum required to convene board meetings is easily achieved(Kusuma Foundation) .This makes sure that unnecessary that always arise to convene a meeting are invariably relegated to the background. I have also observed some of the clinical and best possible decisions have been taken are that when guided by the collective conscience of a small and efficient board(Board Source ). These decisions have not only brought us laurels but have been defining moments in the organization. Looking into the above perspectives I would request you to reconsider your decision and also look into ways and means in which you could add to the board and not be a simple titular member. This introspection will of course help both of us better understand the fitment of your role into the board and also create a special place for you on the board.I am sure the opinions expressed by me would be taken objectively as they have been expressed keeping the broader interest of this organization and its ideals in view which have always been so dear to both of us.
References
Estella Kennen 2012 Non-profit Board Responsibilities – Estela Kennen – Suite101. http://estela-kennen.suite101.com/nonprofit-board-responsibilities-a14806. (Accessed May 22 ,2012)
Aryan Hellas 2012. Nonprofit versus Corporate Governance: An Economic Approach. http://www.aryanhellas.com/107/gs.pdf. (Accessed May 22 ,2012)
Kusuma Foundation 2012. Kusuma Foundation – Indian non-profit organization. http://www.kusumafoundation.co.in/aboutus_board.htm (Accessed May 22 ,2012)
Board Source 2012 Ten Basic Responsibilities of Nonprofit Boards. http://www.boardsource.org/Knowledge.asp?ID=3.368 (Accessed May 22 ,2012)
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