MARKETING MANAGEMENT 1A (MMA11A1)

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 College of Business & Economics

School of Consumer Intelligence &

Information Systems

Department of Marketing Management

Marketing Management 1A (MMA11A1)
Dr Rukudzo Pamacheche

2024

Copyright © University of Johannesburg, South Africa

Printed and published by the University of Johannesburg

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

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Table of Contents

Table of Contents ................................................................................................................ 2

Section A: Administrative Details ........................................................................................ 3
Welcome ............................................................................................................................. 3
Lecturer, Tutors and Departmental Contact Information ..................................................... 3
Section B: Module Information ............................................................................................ 7
Module information .............................................................................................................. 7
Module name ...................................................................................................................... 7
Duration of module .............................................................................................................. 7
Purpose of the module ........................................................................................................ 7
Specific module outcomes .................................................................................................. 7
UNIT 1: MARKETING AND THE MARKETING ENVIRONMENT ....................................... 9
UNIT 2: CONSUMER BEHAVIOUR .................................................................................. 11
UNIT 3: SEGMENTATION, TARGETING AND POSITIONING ........................................ 12
UNIT 4: THE MARKETING MIX ........................................................................................ 13
UNIT 5: INTEGRATED MARKETING COMMUNICATIONS ............................................. 15
Resources and Support for this Module ............................................................................ 17
Lecture and Tutorial Schedule .......................................................................................... 19
Assessment Schedule and Opportunities.......................................................................... 20
Section C: Action Words Used ......................................................................................... 22

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Section A: Administrative Details
Welcome

Welcome to Marketing Management 1A! This module is offered within the Department of
Marketing Management at the University of Johannesburg. The Department of Marketing
Management is a leader within the field of both marketing and retailing offering various
qualifications from certificate to doctoral level. In addition, the Department is recognised for
being the most impactful marketing researchers in Africa – based on Scopus and Web of
Science Data. Further to this, the staff within the Department are all specialists in their fields.
Read more about the Department of Marketing Management by clicking here: The
Department of Marketing Management at the University of Johannesburg Click me

This document is referred to as a Learning Guide and its purpose is to facilitate the teaching
and learning of this module. We trust that the information contained in this learning guide will
be helpful in your preparation for lectures and provide guidance in successfully completing
this module. During the course of this module each student will be regarded as an adult
learner and will be treated as such. It is your responsibility to prepare adequately and take
an active role in mastering this module. This requires that you study this document and its
contents and make every effort to completing this module successfully.

Best wishes for 2024!

Lecturer, Tutors and Departmental Contact Information

The below provides the contact information for your Lecturer, Tutors as well as key contact
information within the Department of Marketing Management. Your Lecturer is always your
first point of contact for any module-related queries or issues. If you would like to escalate a
query, this should be shared with the Program Coordinator and if you would like to escalate
further, the Head of Department is the last point of contact.

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Lecturer: Dr R Pamacheche

[email protected]

(011) 559 1414

C-Ring 6, APK
Thursdays 12:00 – 14:30
Fridays 10:00 – 11:00

Head Tutor: Ridwana Ibrahim

[email protected]

011 559 4310

C-Ring 6, APK

Tutor: Kylie Kisten

[email protected]

011 559 4310

C-Ring 6, APK

Tutor: Siyabonga Ngubane

[email protected]

011 559 4310

C-Ring 6, APK

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 Head of Department: Program Coordinator: Departmental Secretary:

Dr I Ward Mr M Mkhoba Mrs S Meyer

[email protected] [email protected] [email protected]

General Information

The Department of Marketing Management falls within the School of Consumer Intelligence
and Information Systems (SCiiS) and under the College of Business and Economics (CBE).
You are encouraged to familiarise yourself with the following documents:

1. 2024 Academic Regulations

2. UJ Policy on Plagiarism Click me

3. Regulations for Student Discipline

4. CBE Yearbook

The following information refers to the Department of Marketing Management’s / module

policies and procedures:

1. Class and Tutorial Attendance

According to the Academic Regulations: “Students have the responsibility to attend all
teaching and learning interactions (such as classes, tutorials, practicals etc.) unless they
have a legitimate reason, and where appropriate, the necessary evidence thereof, for being
absent.” As you know, time is of the essence and punctuality is, therefore, vital to ensure
that time is used optimally. It is important that you attend your scheduled lecture periods
every week (refer to the Lecture Schedule below). Attending all the lectures is very important
as we appreciate your active participation, insight and opinions. You are provided the
schedule in advance and you are expected to prepare adequately for each session in order
to get the most from the session. There is usually a very strong correlation between
class attendance and success in the module. Register will be taken in each class and
tutorial and in borderline academic cases, your attendance may be taken into account by the
Lecturer – this remains at their discretion.

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 2. Sick tests

There will be two semester tests written for this module. Should you miss the test (due to
Click me unforeseen circumstances or illness), you are required to apply for the sick test by
completing the online form and providing the necessary evidence (e.g., valid medical
certificate) within seven calendar days of the original assessment. Please note that you are
only allowed to write ONE sick test for this module with the following exceptions:
 A student has been diagnosed with a medical problem during the entire time period
which the two assessment opportunities were scheduled;
 A student who has a medical problem preventing them from being physically able to
write the test may be granted an oral test;
 Students with any other illness not mentioned may consult with the Lecturer. The
Lecturer will make the decision in conjunction with the Program Coordinator and
Head of Department.

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Section B: Module Information
Module information

The Marketing Management 1A module is the introductory module in the BCom (Marketing
Management) programme and is offered in the first semester. Students are provided
foundational knowledge in marketing theories, concepts and methods of marketing
management. Graduates from the degree will be able to demonstrate initiative and take
responsibility in the application of ethical business principles and practice, and will be able
critically to analyse, strategise and think independently and innovatively in dynamic
marketing environments. The programme will develop entry-level marketing managers for
public enterprises, business organisations, industry and other business entities. This
programme also prepares students to pursue postgraduate studies in this or a cognate
discipline.

Module name Marketing Management 1A

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

This is particularly important as this module is a pre-requisite for Digital Marketing

(MMK3C13), meaning that if you don’t pass this module, you will not be able to continue with
Digital Marketing (MMK3C13). This has additional implications such extending your study
period by at least one year and impacting your funding and bursary opportunities.

Purpose of the module

The purpose of this module is to introduce students to marketing principles in a variety of

business contexts. Students will learn how concepts such as the marketing mix elements,
segmentation, targeting and positioning are developed, implemented, and evaluated.
Students will further develop an understanding of the core elements of the marketing
process and will acquire some practical skills needed to make marketing decisions.

Specific module outcomes

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

 conduct a marketing environment analysis for an organisation using a defined
method;

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 explain the importance of consumer behaviour from a marketing perspective;
 describe and apply market segmentation, targeting and positioning theories to
practical scenarios;
 evaluate the product decisions that a marketer faces and indicate how it impacts the
organisation;
 identify and assess the importance of the marketing mix elements; and
 explain and apply an integrated marketing communication approach to a selected
task.

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 UNIT 1: MARKETING AND THE MARKETING ENVIRONMENT
Relevant module outcome/s Learning Outcomes Unit assessment criteria Resources & Learning
At the end of this unit, you activities
should be able to:
 Define marketing  Define marketing.  Explain what you understand about Resources:
 Demonstrate an the term “marketing”.  Prescribed textbook
 Understand marketing understanding of the  Differentiate between the four - Chapter 1: Introduction
philosophies philosophies of marketing. marketing philosophies with relevant to Marketing
 Explain the role of marketing examples.  Content uploaded on
in discovering and satisfying  Explain how technology has impacted Moodle
customer needs. the four marketing philosophies.
Learning activities:
 Using examples, explain how
 Reading
satisfaction and loyalty are linked.
 Tutorial exercises
 Differentiate between needs, wants
and benefits by providing examples of
each.
 Identify the elements of the marketing
mix and how they differ between
products and services using
examples.

 Analyse the marketing  Conduct a marketing  List, describe and provide examples Resources:
environment environment analysis for an of the components of the micro-  Prescribed textbook
organisation using a defined environment. - Chapter 2: The

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 method.  List, describe and provide examples Marketing Environment
of the different types of customer  Content uploaded on
markets. Moodle
 List, describe and provide examples
Learning activities:
of the components of the macro-
 Reading
environment.
 Quiz on Moodle
 Explain how the concept of LSM can
influence marketing decisions.
 Perform a SWOT analysis for a given
organisation.

 Analyse the marketing  Demonstrate an  Describe and provide examples of the Resources:
environment understanding of the influence four levels of competitive in a market.  Prescribed textbook
of the external marketing  Explain and provide examples of the - Chapter 3: Analysing
environment. four industry structures that exist in a the Competitive
market. Situation
 Identify and describe Porters Five  Content uploaded on
Forces model Moodle
 Identify and explain the various
Learning activities:
competitive barriers that businesses
 Reading
can experience.
 Quiz on Moodle
 Describe under which circumstances
 Tutorial exercises
consumers would perceive a
substitute product as valuable.
 Illustrate the three-step process in

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 analyzing industry key success
factors.

UNIT 2: CONSUMER BEHAVIOUR

Relevant module outcome/s Learning Outcomes Unit assessment criteria Resources & Learning
At the end of this unit, you activities
should be able to:
 Explain the importance of  Demonstrate an  Identify examples of consumer Resources:
consumer behaviour from a understanding of the behaviour.  Prescribed textbook
marketing perspective importance of consumer  Identify, explain, and provide - Chapter 4: Consumer
behaviour from a marketing examples of the internal and external Behaviour and
perspective factors that influence consumer Consumer Decision
 Describe the consumer behaviour. Making
decision making process  Describe and provide examples of the  Content uploaded on
various types of buying decisions that Moodle
consumers can make.
Learning activities:
 Explain the difference between
 Reading
evoked set, inept set and inert set.
 Quiz on Moodle
 Apply the stages of the consumer
 Tutorial exercises
decision-making process to a specific
scenario.
 Describe post-purchase dissonance
and provide strategies to reduce it.

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 UNIT 3: SEGMENTATION, TARGETING AND POSITIONING
Relevant module outcome/s Learning Outcomes Unit assessment criteria Resources & Learning
At the end of this unit, you activities
should be able to:
 Describe and apply market  Demonstrate understand of  Describe the importance of market Resources:
segmentation, targeting and the STP process for marketing segmentation.  Prescribed textbook
positioning theories to strategy  Identify the criteria for successful - Chapter 6:
practical scenarios. segmentation. Segmentation,
 Identify, describe and provide an Targeting and
example of the different bases for Positioning
segmentation that an organisation can - Relevant content
use. provided on Moodle

 Identify and describe the steps in

Learning activities:
segmenting a market.
 Class discussions
 Explain and provide examples of the
 Tutorial exercises
strategies for selecting target markets.
 Quiz
 Describe and provide examples of the
six strategies by which organisations
can position their products.
 Identify and describe the steps for
market positioning.
 Describe how perceptual maps can
be used in positioning.

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  Explain and apply the STP model to a
specific scenario.

UNIT 4: THE MARKETING MIX

Relevant module outcome/s Learning Outcomes Unit assessment criteria Resources & Learning
At the end of this unit, you activities
should be able to:
 Evaluate the product  Demonstrate understanding  Define the term “new product” Resources:
decisions that a marketer of the types of new products  Identify and provide examples of
faces and indicate how it  Explain the process of elements that create a need for  Prescribed textbook
impacts the organisation; developing new products product innovation. - Chapter 7: Developing
 Assess the importance of  Explain how consumers  Discuss the characteristics of a new Products
the marketing mix elements adopt new products product.
 Name and provide examples of types  Additional material on
of new products. business uploaded on
 Discuss and apply the product Moodle
development process to a given
Learning activities:
scenario.
 Class discussions
 Identify important issues to ensure the
 Tutorial exercises
success of new product development
 Quiz
 Describe the consumer adoption
model.

 Evaluate the place decisions  Demonstrate understanding  Explain what a marketing channel is. Resources:

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 that a marketer faces and of the importance of place  Describe the functions that the  Prescribed textbook
indicate how it impacts the and distribution in marketing marketing channels performs - Chapter 10: Marketing
organisation;  Assess different types of  Discuss the different types of Channels
 Assess the importance of the marketing channel options marketing channels.  Content uploaded on
marketing mix elements  Describe marketing channel  Explain the various marketing channel Moodle
issues and systems structures.
Learning activities:
 Explain channel integration and
 Reading
systems.
 Tutorial exercises
 Identify channel management issues.
 Provide relevant examples of each
construct discussed in the chapter

 Evaluate the pricing  Demonstrate understanding  Discuss the role of price in the Resources:
decisions that a marketer of the importance of price as marketing mix.  Prescribed textbook
faces and indicate how it a marketing element  Explain the phases for establishing the - Chapter 12: Pricing
impacts the organization.  Assess different pricing right price. Decisions
 Assess the importance of the strategies available to  Identify and describe the various  Content uploaded on
marketing mix elements marketers pricing strategies and when each Moodle
strategy would be suitable given a
Learning activities:
specific scenario.
 Readings
 Distinguish between the pricing
 Tutorial exercises
adjustment tactics used when refining
the pricing strategy.
 Provide relevant examples of each

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 construct discussed in the chapter.

 Evaluate the promotional   Define the term “promotions”. Resources:

decisions that a marketer  Describe and apply the  Prescribed textbook
faces and indicate how it communication process to a given - Chapter 13: Promotions
impacts the organization. scenario. Mix: Advertising, PR
 Assess the importance of the  Distinguish between the various and Sales Promotions
marketing mix elements promotion mix elements. - Chapter 14: Promotions
 Describe what advertising entails. Mix: Personal selling,

 Explain the role of public relations Direct Marketing and

 Explain what sponsorship is. Sponsorship

 Provide relevant examples of each  Content uploaded on

construct discussed in the chapter. Moodle

Learning activities:
 Readings
 Tutorial exercises

UNIT 5: INTEGRATED MARKETING COMMUNICATIONS

Relevant module outcome/s Learning Outcomes Unit assessment criteria Resources & Learning
At the end of this unit, you activities
should be able to:
 Explain and apply an  Demonstrate understanding of  Explain the four C’s of IMC. Resources:
integrated marketing integrated marketing  Describe the key features and tools of
communication approach to a communication IMC.  Prescribed textbook

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selected task   List the benefits of IMC. - Chapter 17: integrated
 Explain and apply the four stages of Marketing
IMC given a specific scenario. Communication

 Additional material on
business uploaded on
Moodle

Learning activities:
 Class discussions
 Tutorial exercises
 Quiz

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Resources and Support for this Module

1. Prescribed textbook
Cunningham, N. (2022). Introduction to
nd
Marketing, a southern African perspective. 2
ed. Van Schaik: Johannesburg.

ISBN: 9780627039102
ePub ISBN: 9780627039119

2. Recommended reading

The prescribed textbook provides the fundamental concepts for this module however; you may
want to consider the following as recommended readings:
 Kotler, P. & Armstrong, G. (2010). Principles of Marketing: Global and Southern African
Perspectives. Cape Town: Pearson Education.

 The International Journal of Advertising

 The Journal of Applied Communication Research
 The Journal of Marketing Communications
 The Journal of Marketing
 The Journal of Contemporary Marketing.

Please take note that the above-recommended reading material and other texts are available in the
university library or on the internet.

3. UJ Library Services and Resources:

The UJ Library offers a range of information services and resources contained in subject specific
guides, for detailed information about the Library, visit the website by clicking here. Click me

The Department of Marketing Management also has a dedicated Library website which offers
guidance on: Click me

 How to find books in the Library

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  Search tips and techniques
 Developing assignments
 Useful links
 Research support
 Plagiarism and many other useful guides.

In addition, the UJ Library also offers a self-paced Information Literacy module which provides an
overview of finding and managing information – refer to the specific link on your Moodle site in
order to complete the course.

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Lecture and Tutorial Schedule

Classes: Thursdays 09h40 – 11h20, D Lab Base KO3

Fridays 08h50 – 09h40, E LES 100

Please refer to updates on Moodle for the tutorial schedule and groups.

Week Date Chapter Topic Notional

hours
1 15 – 16 Feb 1 Introduction to Marketing 10

2 22 – 23 Feb 2 The Marketing Environment 10

3 29 Feb – 1 Mar 3 Analysing the Competitive Situation 10

4 7 – 8 Mar 4 Consumer Behaviour and Decision Marketing 10

5 14 – 15 Mar 6 Segmentation, Targeting and Positioning 10

Test 1: 15th March, 16h00 – 18h00 B LES 100

Recess: 23 March – 1 April 2024
7 4 – 5 Apr Test 1 Feedback session 10

8 11 – 12 Apr 7 Developing Products 10

Test 2: 11th Apr, 17h00 – 19h00 B 1 LAB 308

9 18 – 19 Apr 10 Marketing Channels 10

10 25 – 26 Apr 12 Pricing Decisions 10

11 2 – 3 May 13 Promotions Mix: Advertising, PR and Sales Promotions 10

9 – 10 May 14 Promotions Mix: Personal Selling, Direct Marketing and 10

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Sponsorship
Sick Test (approved students only): 9th May, 17h00 – 19h00 B 1 LAB 308
13 16 – 17 May 17 Integrated Marketing Communication 10

14 23 – 24 May Revision

Study Week: 25 – 29 May 2024

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Assessment Schedule and Opportunities

There are various assessments scheduled for this module. It is your responsibility to familiarise
yourself with the assessments and their dates. When submitting or attempting an assessment, all
applicable UJ Policies, Procedures and Requirements apply.

Assessment Opportunity Assessment Method Date Weighting

Class activities Various Various 10%
Tutorials Submitted in class Various 10%
Test 1 Individual assessment, written on 15 March 2024 35%
campus
Test 2 Individual assessment, written on 11 April 2024 35%
campus
th
Information Literacy Online submission 20 April 10%
Sick Test Same as missed test 9 May 2024 (35%)
Total 100%

In order to qualify for the examination, you are required to obtain at least 40% for your semester
mark (shown as SM on uLink). Your final mark for the module is calculated by combining your
mark for the semester (SM) and the examination (shown as EM on uLink) and calculating 50%
contribution from each. For example, if you received 70% as your semester mark (FPM) and 80%
for the examination, your final mark for the module would be 75% ((70% + 80% = 150%) / 2).

Class activities
Students will be required to complete and participate in various ah-hoc activities during class,
including, but not limited to, discussions, spot quizzes, online quizzes and written exercises. Class
activities are designed to stimulate creative and critical thinking, encourage collaboration and
shared open engagement with the content. The class activities cluster assessment has a weighting
of 10% of the semester mark.

Tutorials
Students are required to prepare and submit weekly tutorials during tutorial sessions throughout
the semester as well as engage with tutors and classmates during sessions. Tutorial exercises are
designed for students to practice theory retention, comprehension and application skills for
answering questions within marketing contexts. Tutorials have a weighting of 10% of the semester
mark.

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Test 1 & 2
Each test is a timed individual assessment that will be completed during class time. This will
comprise of MCQ, discussion and case scenario questions based on content covered in the
lectures, including chapters from the prescribed textbook. Each test carries a total of 50 marks and
has a weighting of 100% towards the semester mark.

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Section C: Action Words Used

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

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