00000

Faculty of Business & Economic Sciences

Managing tomorrow

Module Guide 2024

Introduction to Marketing
BBH1022/DPD1002

Diploma in Marketing
Department of Marketing Management

MODULE GUIDE
Compiled by: Department of Marketing Management

Student Name & Surname: ____________________________________________

Student Number
 TABLE OF CONTENTS

1 OVERALL MODULE OUTCOME.................................................................................... 1

2 GENERAL MODULE OUTCOMES ................................................................................. 1

3 ACHIEVEMENT OUTCOMES FOR THE STUDENT ...................................................... 2

4 OUTCOMES BASED LEARNING EXPERIENCES (STUDY METHODS) ....................... 2

4.1 DISCUSSION OF LEARNING OUTCOMES............................................................ 4

4.2 OVERVIEW OF THE STUDY UNIT ......................................................................... 5

4.3 TABLE OF CONTENTS .......................................................................................... 5

5 PRESCRIBED TEXTBOOK ............................................................................................ 5

6 INFORMATION ON ASSESSMENTS AND FINAL MODULE MARK .............................. 6

6.1 Weightings and Final Mark ...................................................................................... 6

6.1.1 DP (Class Mark) ............................................................................................... 6

6.2 EXAMS ................................................................................................................... 7

6.3 TEST 1 and TEST 2 (summative)............................................................................ 7

6.4 ACADEMIC ASSIGNMENT WRITING..................................................................... 7

6.5 Chapter quizzes and discussion forums .................................................................. 8

6.6 CHECKING OF MARKS .......................................................................................... 8

6.7 MISSED ASSESSMENTS ....................................................................................... 8

6.7.1 Medical reason ................................................................................................. 9

7 GENERAL INFORMATION ............................................................................................ 9

7.1 Lecturers contact information .................................................................................. 9

7.2 Secretary for the Dept. of Marketing Management contact information ..................10

7.3 NETIQUETTE: Ground Rules for Online Engagement ...........................................10

8 Plagiarism .....................................................................................................................13

8.1 Assignment submissions via Turnitin ......................................................................13

 8.2 Turnitin is a developmental tool to assist students to avoid plagiarism in their work.
13

8.3 Penalties for plagiarism ..........................................................................................14

9 ASSESSMENT/ASSIGNMENT ACKNOWLEDGEMENT ...............................................14

10 Minimum Student Technical, Hardware and Skills Requirements ..................................15

11 NOTES ON HOW TO ANSWER CASE STUDIES .........................................................16

12 Schedule .......................................................................................................................18

13 Minimum required resources .........................................................................................19

14 Disclaimer .....................................................................................................................21

This manual enjoys copyright under the Berne Convention. In terms of the Copyright Act, no
98 of 1978, no part of this manual may be reproduced or transmitted in any form or by any
means, electronic or mechanical, including photocopying, recording or by any other information
storage and retrieval system without permission in writing from the proprietor.

PREAMBLE: As a student registered for this module you are to familiarize yourself with the
content of this document. By participating as a registered student in this module you are
acknowledging your agreement to the terms and conditions here within. Any concerns relating
to these terms and conditions must be clearly expressed in writing and emailed prior to
participation in the module to your lecturer/s listed in this document.
 GENERAL INFORMATION ON THE MODULE

1 OVERALL MODULE OUTCOME

The general purpose of this module is to give you a thorough grasp and knowledge of the
important role and function of Marketing Management towards achieving enterprise aims.

All the different enterprise functions work together in an efficacious, orderly and synchronised
manner so as to realise the aims of the enterprise to the maximum. Although the various
functions do not operate in isolation but rather complement one another as a whole and are
interdependent, Marketing Management is singled out here in order to examine its role and
function more closely.

Throughout, the focus will be on the economic functioning of Marketing Management within
the particular business unit and the important role it plays in the profitability and successful
survival of the enterprise.

By way of motivating you, theory is constantly brought into relation with practice. Furthermore,
this enterprise function is also regarded in relation to a system while taking into account the
interaction between the various components of the enterprise, the management function and
the opportunities and threats of the environment in which the enterprise operates.

2 GENERAL MODULE OUTCOMES

The main achievements expected of students in the Marketing Management module can be
divided into three types:

Firstly, you must always understand certain concepts, guidelines, principles, structures etc.
and memorise them in such a way that you can benefit from the knowledge as well as the
application thereof. To be able to reproduce the concepts, guidelines and principles from
memory is known as verbal information. As a rule, relatively more achievements in the field
of verbal information are expected of you at the beginning of each study unit than towards the
end. The achievements expected of you in this field of study, are usually specified for you as
certain essential content which you must be able to reproduce by explaining, naming, listing
and describing them.

Secondly, in the field of intellectual skill and comprehension certain elaborations,

interpretations, applications and the identification of mutual relationships within the subject
area will be expected of you. You will, for example, be required to relate new data or
observations to acknowledged principles or to find solutions to practical problems by applying

1
certain guidelines which have been learned verbally. Typical activities to sharpen and test
your skill in this field of study are multiple choice questions, classification exercises,
completion of worksheets during visits to businesses, work assignments, business games and
case studies. The requirements for a more qualitative mastery of the subject-matter increases
proportionately as you progress with your study of Marketing Management.

Thirdly, it is an important endeavor of all your lecturers to imbue every student who takes
his/her studies seriously with a positive attitude towards the subject. Because this objective
is pursued throughout, it is not repeated in the wording of the specific outcomes that you will
receive with regard to each study unit. You will be able to demonstrate your disposition by the
standard and perseverance of your achievement, your genuine interest in Marketing
Management, your participation in class, the questions you ask, the quality of your
performance and your willingness to do more than the prescribed minimum that is expected
of you.

3 ACHIEVEMENT OUTCOMES FOR THE STUDENT

With regard to the theme of each study unit, you should be able to:

3.1 reproduce the essential content by naming and/or explaining the relevant content
(where possible with the aid of schematic representations);

3.2 identify the meaning reflected in the content by indicating the most acceptable or correct
possibility from various given alternatives (e.g. by answering true/false questions,
multiple-choice questions, etc.);

3.3 demonstrate your ability to establish relationships. e.g. between practice and theory,
inter-alia by completing worksheets and the solution of simple problems; and,

3.4 generate solutions for any relevant problems by completing work assignments, case
studies or critical analyses.

4 OUTCOMES BASED LEARNING EXPERIENCES (STUDY METHODS)

The following study method is recommended for each of the study units that follow:
(i) Read the general outcome and introductory summary of contents of the study unit
through attentively.

2
(ii) Study the literature recommended in the module as well as other sources according to
your own choice.

(iii) For each study unit a number of learning (or achievement) outcomes/objectives are
identified. They are phrased by using different action verbs. Examples of action verbs
describing the learning outcomes are listed in the table below.

(iv) Complete the assignments/exercises supplied in the module or textbook. Note that
these assignments/exercises cover the same levels as the achievement outcomes.
Regard the assignments/exercises as examples of the kind of assignments/questions
that may be set to you in tests or examinations.

(v) Discuss your study experience and results with your fellow students as much as
possible. You will, for example, find that you can usually improve your own answers to
questions in a case study if you follow up your own effort with a group discussion about
the various possibilities.

EXAMPLES OF LEARNING OUTCOMES

CAPABILITY MEANING

To state Given (verbal) information must be memorised and repeated in its

correct meaning, e.g. "to state the essential content by naming the most
important facts".
The simplest form of intellectual skill is required, e.g. "To distinguish
between activities by saying whether there is a variation if different
To differentiate
activities are described to you." Demands insight and practice.

A somewhat more advanced intellectual skill than differentiation.

Recognition and identification are required. Knowledge is required
To identify
both of the item to be identified and of the other items from which a
choice has to be made, e.g. "To identify meaning by selecting the
correct description from various possibilities." Requires insight and
practice.

A somewhat more advanced intellectual skill than identification. You

must be able to arrange practical examples of observations in defined
To classify
categories, e.g. "To classify collected information about the practice by
grouping the data in suitable categories." Requires insight and practice.

3
 The most advanced form of intellectual skill. It is a form of higher-order-
rule-application. Certain principles or procedures are known but new
To generate
data is such that problem solution is necessary, e.g. To generate an
answer to the question: "How does one establish an enterprise?" You
will complete a work assignment about the matter. Requires insight
and practice.

A so-called cognitive strategy. Something new is started or created

without specific guidelines or rules being applied exactly, e.g. "To state
To originate
possible strategies in an original way by suggesting a number of new
attitudes (or actions, or courses) in a think-tank." Requires insight and
practice.

To exhibit A person displays a certain attitude towards the subject etc. by reading
(attitude)
the suggested literature. Requires realisation/acceptance of the value
of things.

4.1 DISCUSSION OF LEARNING OUTCOMES

The learning outcomes are discussed individually. For each learning outcome the prescribed
reading is stated. This is followed by questions/exercises for each learning outcome. This
process is applicable to all the learning outcomes. You are required to find the answers to the
questions and exercises in the textbook. Special attention must be given to the end-of-study-
unit exercises. Work through the exercises meticulously. You will be required to identify the
correct alternative for multiple choice statements, and do other activities and provide solutions
to case studies that will be handed out during class sessions.

TThe following icons are used:

 Indicates a mental or WRITTEN EXERCISE

 Draws your attention to an important fact or concept

 Refers to the relevant section of your prescribed textbook that you must read and
study to make notes and summaries.
Eg. Draws your attention to an example.

4
  Answers to questions and/or exercises.

 Draws your attention to an online example.

4.2 OVERVIEW OF THE STUDY UNIT

The purpose of the brief overview that is given at the beginning of each study unit is to direct
your thinking to a specific topic.

4.3 TABLE OF CONTENTS

The different sections in the textbook applicable to the study unit are merely listed.

5 PRESCRIBED TEXTBOOK

Each unit corresponds to the relevant chapter in the textbook and has some learning outcomes
and exercises.

Particulars of the prescribed textbook for this Marketing module:

Title: Marketing.
Authors: Lamb, Hair & McDaniel.
Publisher: Oxford University Press
Edition: 6th Edition
ISBN: 9780190751876

References to the prescribed textbook is given as Lamb et al. as well as the relevant chapter
number and where applicable the relevant section (as numbered in the textbook or in the
module where additional reading is provided).

5
6 INFORMATION ON ASSESSMENTS AND FINAL MODULE MARK

The module is an EXAMINABLE module. This means formal Exams will be written through
the Exams Office. Your assessment weights as listed below will contribute to your Final
Module Mark.

The course is made up of a number of formative and summative assessments. Whether online
or in class they are all compulsory for students to participate in. These include but are not
limited to all Discussion Forums, Quizzes, Assignments, Tests, and submissions.

These activities and assessments must be completed before the due date and as instructed.
Assessments can be administered in class and/or online at the lecturers discretion.
Assessment information will be either communicated in class lecturer periods and/or indicated
on the Moodle course page along with the relevant activity/assessment.

6.1 WEIGHTINGS AND FINAL MARK

A student’s final mark for the course will consist of their DP (class mark) and exam mark. The
weighting is 40% and 60% respectively.

6.1.1 DP (Class Mark)

Students’ DP mark (Class Mark) will be comprised of the following weighted assessments:

 2x Tests 30% + 30%

 Academic Assignment Writing 10%
 Chapter Quizzes & Discussion Forums 30%

NB: There are no supplementary assessments for any of the assessments listed above.

The above-mentioned assessments will be recorded on you student information system as

follows:

TM1 TM2 TM3 TM4

Academic
Quizzes &
Test 1 Test 2 Assignment
Forums
Writing
30% 30% 10% 30%
Summative Summative Formative Formative

6
You can also view the progress of your individual assessments which make up the above-
mentioned assessment marks by viewing your “Gradebook” or “Marks” on the Moodle course
page.

6.2 EXAMS

As this is an EXAMINABLE MODULE, all students are required to write an end of module
exam.
The course exam will be a 3-hour written exam. More details will be provided closer the time
by the Exams Department.

6.3 TEST 1 AND TEST 2 (SUMMATIVE)

Tests dates and times as well as chapters to study will be communicated via the lecturer in
class and/or on the Moodle course page. Refer to the Moodle course page for further test
details.

The test format can be amongst other things, an in class or online test, consisting of a series
of questions which could include short answers, multiple choice, true/false, mix and match etc.
The lecturer will communicate the assessment format to the class well before the assessment
is due to take place.

These assessments count towards your final module mark as indicated by the weightings (see
6.1 Weightings and Final Mark above).

6.4 ACADEMIC ASSIGNMENT WRITING

Academic assignment writing is a required skill across most modules and courses. For
students to become proficient at academic assignment writing three areas of teaching &
learning need to be addressed.

Firstly, the writing of an assignment is to teach you the skills of CONDUCTING RESEARCH
and reporting (presenting) your findings.

Secondly, students need to be introduced to the concept of ACADEMIC INTEGRITY in their

assignment writing. The concept and understanding of plagiarism is central to this.

And finally, students need to be taught and assessed on their knowledge and abilities to
adhere to the HARVARD TECHNICAL REQUIREMENTS, namely: the writing style, citation of
references and structure of the reference list.

7
You will be assessed on you Academic Assignment Writing skills during the semester. Refer
to the Moodle course page (Academic Assignment Writing) for further instructions and
deadlines regarding the assignment. This assignment is due by 27 September.

The Academic Assignment Writing activities count towards your final module mark as
indicated by the weightings (see 6.1 Weightings above).

6.5 CHAPTER QUIZZES AND DISCUSSION FORUMS

You will also be required to submit additional work throughout the course. This work might
include case studies, discussion questions, chapter quizzes etc.

These activities and assessments must be completed before the due date and as instructed.
These will be completed individually or in groups. They can be administered in class and/or
online at the lecturers discretion. This information will be either communicated in class lecturer
periods and/or indicated on the Moodle course page along with the relevant
activity/assessment.

These activities count towards your final module mark as indicated by the weightings (see 6.1
Weightings above).

6.6 CHECKING OF MARKS

It is important that you check that your marks have been correctly entered on the system (your
marks are available on the Student Portal) each time you receive feedback for tests,
assignments and tutorials. If your mark is incorrect, you have to submit a written email to your
lecturer within three days of receiving feedback.

6.7 MISSED ASSESSMENTS

The key general permitted exceptions are:

 Death of an immediate family member;

 Own serious illness or injury;
 Serious illness or injury of an immediate family member;
 Official representation in recognised provincial/ national/ international competitions;
 Court appearances and study or resident visa renewal appointments; and
 Serious crime and motor vehicle accidents

8
If you miss an assessment (for example a test or an assignment) due to any of the above, you
are required to submit valid and credible supportive documentation within 3 days of the due
date of the assessment to altouise.jonas@mandela.ac.za (PE Campus) or
carlo.swiegelaar@mandela.ac.za (George Campus). Credible evidence is a Doctors
medical certificate, Death Certificate, or Police Case number.

Arrangements with regard to absence for sport must be made well in advance, preferably at
least two weeks before the evaluation that will be missed. Absence due to sporting
commitments will be dealt with by the relevant lecturer on the same basis as absence for
medical reasons. Satisfactory documentary evidence from the president/secretary of the
relevant sporting body will need to be submitted to the lecturer.

A marked reassessment will replace only the zero mark of the missed assessment.

6.7.1 Medical reason

Only students who have submitted medical certificate will be granted a reassessment.

Should a student be ill during any of the scheduled evaluations, such a student has to submit
(within 3 days of the scheduled evaluation date) a duly completed medical certificate
completed by a medical doctor on the prescribed University form. The medical certificate must
contain the telephone number of the medical doctor. All certificates will be telephonically
verified. Special consideration will only be granted for genuine illnesses. A marked
reassessment will replace the zero mark of the missed assessment.

No reassessment will be granted:

 if a medical doctor suggests in writing that he/she is unconvinced about the

seriousness of the illness or whether it could have influenced the student’s preparation;
 should the student visit the doctor after the examination or test has been written;
 to students suffering from symptoms such as a headache, sore throat, tension,
coughing etc., even if a medical certificate is lodged; and
 in cases of illness related to family members, friends or pets.

7 GENERAL INFORMATION

7.1 LECTURERS CONTACT INFORMATION

Lecture details are as follows:

9
 Dr A Jonas
Email : altouise.jonas@mandela.ac.za
Mr Carlo Swiegelaar
Email: carlo.swieglaar@mandela.ac.za
Mr Tembelihle Yase
Email: tembelihle.yase@mandela.ac.za

NOTE: Due to the high volume of students in the course a formal approach to queries needs
to be strictly adhered to.

Student should first:

 Consult the Moodle course page.

 Check the “News Forum” on the Moodle course page for any past messages you
might have missed. All these messages are sent to your student email address.

 Check the “Frequently Asked Questions” forum on the Moodle course page for a
possible answer to your question. If none is there, start a discussion post and a lecturer
will respond shortly.

 Check the “Need help on this chapter?” forum for chapter specific questions. If none
is there, start a discussion post and a lecturer will respond shortly.

If the above channels do not resolve your query you can directly email your lecturer.

7.2 SECRETARY FOR THE DEPT. OF MARKETING MANAGEMENT CONTACT

INFORMATION

Mrs Pather – Secretary for the Dept. of Marketing Management

Office : 161
Telephone : 041 – 504 3714
E-mail : Romella.Pather@mandela.ac.za

7.3 NETIQUETTE: GROUND RULES FOR ONLINE ENGAGEMENT

By participating on the course’s online learning platform, you agree to adhere with the
following:
10
1) Be a Participant: We are engaging in a shared learning environment. Even though it is online,
it is real. No ghosts in the machines here. For you to gain maximum benefit from this course
you must contribute. Login in to read discussion threads and other content only one of the
steps.
2) Report Glitches: Yes, they do occur. Behind the machine is a human. If you are experiencing
what you believe is an error in the Moodle course settings, please let one of your lecturers
know. However, first try and confirm if it is maybe not a “user error” first. If you can, ask a
friend if they are experiencing the same “problem”. Maybe its just a technical step you are
unfamiliar with.
3) Content. No profanity (aka swearing) or vulgar comments, images, links or any other form of
content is to be placed anywhere on the course site.
4) Cite/Reference Your Sources: If you find you are including intellectual property (authored
material) of others, e.g., books, newspaper, photos, images, magazine, or journal articles, —
online or in print—they must be referenced.
5) Use Proper Writing Style: VERY important. Write in a formal tone. Correct spelling and
grammar are requirements for all your posts.
6) Emoticons and Texting: Refrain from shortcuts that are not part of the academic dialogue.
Thnks ;-) c y’all l8r.
7) Be Brief: Something I struggle with. Be clear, articulate your points, stay on point. Avoid
wordiness.
8) No YELLING! You might not be aware of it but typing in full caps is the equivalent of
SHOUTING! There will be no shouting aloud anywhere on the course platforms.
9) No Flaming! This is a term when you call someone else’s out in public via social media
channels. Usually demeaning and insulting in nature, which can spark a “flame” and further
comments that intend to “burn” the recipient or subject of the post. Yes, ranting is also a form
of flaming,
10) Ubuntu: You may have more experience with online platforms, and discussion forums and
stuff than your friend or your peers. Give them a hand. Show them it’s not so hard. Maybe
drop a reply to their Frequently Asked Question if you see it in the forum. They will probably
really appreciate your assistance.
11) Patience: In the discussion forum there might be many opinions and viewpoints. If the forum
allows you to read previous posts before posting, best you do. This is to avoid possibly
repeating something already stated by someone else. Agreeing or suggesting alternative
points is welcome but this must be done in good spirit.

11
12) Respect Diversity: As part of our university’s values, we respect diversity. The world is quite
ethically rich and diverse. Use no language that is—or that could be construed to be—
offensive toward others, or comments or jokes that are racist, sexist, or heterosexist. This also
includes any comments that are derogatory and/or sarcastic comments and jokes directed at
religious beliefs, disabilities, and age.
13) “You Can't Un-Ring the Bell” Be careful when posting content, read it thoroughly.
Remember, your language and content is how people are going to perceive you in the online
environment.

REPORT any cyberbullying or breaches of the above-mentioned rules to you lecturer.

Non-adherence to the above mentioned can be used as grounds to block a student’s ability to
participate in forums. Subsequently, activities forming part of your class mark might be
inaccessible due to this. Furthermore, further disciplinary action in accordance with Nelson
Mandela University and/or the Department of Marketing Management can be initiated against
the offender.

12
8 PLAGIARISM

Student support: How to avoid Plagiarism in your assignments.

Plagiarism is defined “as an act of submitting a document that belongs partially or completely
to somebody else without due reference, and therefore misrepresents the effort that has been
carried out by the submitting author” (Perkins, Gezgin, & Roe, 2020).

 Plagiarism arises when an individual is unlawfully using the work of another author.
 In addition, plagiarism occurs when an individual uses the words or ideas of other
people as if it were his/her own without acknowledging the actual author.
The University addresses plagiarism and academic dishonesty in General Prospectus rule
G1.27 “Plagiarism and any instance of an academic dishonesty will be dealt with the Student
Disciplinary Code. Students are referred to the Policy on Academic Integrity and Prevention
of Plagiarism available on the student portal”.

The Student Disciplinary Code video clip is also available on the module site. Please
ensure that you familiarise yourself with the contents thereof.

8.1 ASSIGNMENT SUBMISSIONS VIA TURNITIN

Turnitin is a plagiarism detection service aimed at “empowering students to do their best,

original work.”. Students will be required to submit all assignments via the Moodle Turnitin
plugin. Turnitin will supply you with a similarity score. This score indicates how similar your
submission is to other submissions on the Turnitin database. The similarity report will display
similarities in three categories namely: internet sources, publications and student papers,
which all contributes to your final score.

8.2 TURNITIN IS A DEVELOPMENTAL TOOL TO ASSIST STUDENTS TO AVOID

PLAGIARISM IN THEIR WORK.

The assignment submission will be open on Moodle at least a week before the deadline of the
assessment, and students should use this time to submit their assignment (unsaved) to
generate a similarity score, so they have sufficient time to correct plagiarism and re-submit
their final assignment before the deadline. No changes to the assignment after the deadline
will be accepted. The onus is on the student to ensure the correct version of the assignment
is submitted for marking.

13
8.3 PENALTIES FOR PLAGIARISM

The student disciplinary code refers to negative consequences of plagiarism. These may
include: a reduction in marks, receiving 0% for your assessment and disciplinary action that
may result in a fine and/or expulsion.

The following penalties for plagiarism will be applied by the Department of Marketing
Management.

For 1st, 2nd and 3rd year students the following criteria applies:
 Plagiarism scores between 30% - 35% minus 10%;
 Plagiarism scores between 36% - 40% minus 15%;
 Plagiarism scores between 40% - 45 % minus 20%;
 Plagiarism scores between 46% - 50% minus 25%; and
 Plagiarism scores above 50% cannot be marked and will receive a 0 for the assignment.

For 4th year students, assignments with plagiarism scores of 30% and above will receive a 0
and the assignment will not be marked. Disciplinary action will also follow.
REFERENCE

Perkins, M., Gezgin, U.B. & Roe, J. 2020. Reducing plagiarism through academic misconduct
education. International Journal for Educational Integrity, 16(3): 1-15.

9 ASSESSMENT/ASSIGNMENT ACKNOWLEDGEMENT

By registering and partaking in the module you acknowledge that any assessment/assignment
submitted is to have been prepared and written by yourself and is a result of your own work
and knowledge.

Rules when undertaking the completion of any assessment / assignment in this module are
as follows:

1. You agree NOT to:

 use of any other means that could inappropriately help you in your work.
 help or assist any other student in any way with the assessment/assignment unless
your lecturer has indicated that this is permitted.
 allow any fellow student to copy or use your work.
 accept assistance, a copy of or use another student’s assessment/assignment.
 submit work that is not your own.

14
  obtain or try to obtain assistance in relation to the assessment/assignment.
 undertake to complete the assessment/assignment on behalf of another/other
student/s.
 allow another/other student/s to complete the assessment/assignment on your behalf.
o take any screenshots or copies of the assessment/assignment for sharing with
fellow students
o all other rules pertaining to tests, assignments and examinations are
applicable.

2. You acknowledge that you are aware of rules contained in the Nelson Mandela
University’s General Prospectus, but specifically regarding plagiarism and
dishonesty:

General Prospectus rule G1.27: Plagiarism and academic dishonesty, reads as follows:

“Plagiarism and any instance of an academic dishonesty will be dealt with the Student
Disciplinary Code. Students are referred to the Policy on Academic Integrity and
Prevention of Plagiarism available on the student portal”

By registering and partaking in this module you acknowledge that you shall adhere to the
requirement and rules outlined and referred to herein this module guide; and that you are
aware that any transgression of these rules will result in disciplinary action in accordance with
the Nelson Mandela University’s General Prospectus.

10 MINIMUM STUDENT TECHNICAL, HARDWARE AND SKILLS REQUIREMENTS

For you to be able to participate and attempt to complete the module you require the following
minimum requirements:

 Internet data usage: Zero-data sites will be used as often as possible, but other
activities will require data if not on zero-rated sites. Data is provided by the university,
but any additional data usage is at the cost of the student.
 Internet connection: A stable internet connection is required.
 Technical device requirements: Such as Smart device, Smart phone, laptop, or
computer with the ability to connect to the internet. The use of Hot Spotting your mobile
device to create an internet connection that other devices can connect to is a common
solution. Access and use of a laptop/computer is highly recommended (I specifically

15
 think of the need to be able to type input into the device and physical keyboards are
optimum for doing this).
NOTE: The use of only a mobile device to participate will not always be suitable
dependant on the required activities. Your device must be able to play audio eg:
speakers, or headphones. Digital camera capabilities for live streaming meetings.
 Technical and software requirements: You require software/apps to allow for the
ability to navigate the Internet, Moodle sites, open MS Word and PowerPoint
documents; play video and audio files, and the ability to create such documents. Live
streaming software/apps such as MS Teams is needed. All NMU students are given
access to Office 365 which allows for free licensed installation of these Microsoft Apps.
 Access to your NMU student email.
 Technical user skills: Students need the ability to engage via the Moodle platform,
create above mentioned documents, and view such documents. The ability to source
the Internet for secondary sources of information when required. Live meetings will be
via MS Teams and students need to be able to have access and use this platform.
Basic end-user computing skills are required.
 Module Textbook: Students cannot reasonably expect to participate fully in the
module if they don’t have the prescribed textbook for reference and activities.

NB: A student cannot use any of the above listed minimum student requirements as an excuse
for not being able to successful engage and participate in the module. Missed or incomplete
activities as a result of not being able to meet such requirements will not be regarded as a
valid excuse.

11 NOTES ON HOW TO ANSWER CASE STUDIES

“HOW TO GO ABOUT SOLVING CASE STUDIES”

Throughout the marketing module, you would be expected to solve case studies. A special
effort is made to present as far as possible, actual marketing situations (cases) in South African
firms. However, this is not always possible. Where a real case was not found, a suitable
scenario is sketched to give the learner an opportunity to apply his analytical and problem
solving skills.

The cases and readers presented in the text are designed to improve your reasoning skills, and
to stimulate class discussions. It is also intended to improve your ability to identify key points
and to assist you in applying and integrating multiple marketing concepts in decision-making.
16
The questions based on the case study or scenario are designed to help you identify important
issues that an organisation or individual can encounter in business in general, and in marketing
specifically, as this module deals with marketing. The information needed to analyse the actions,
enumerate alternative courses of future action and to develop suitable marketing strategies can
be drawn from the case and the relevant chapter/s in your text book. The following hints should
be kept in mind when solving a case:

 Read all the material carefully - underline or make notes.

 List the key issues, problems, and organisational responses detailed in the case.

 Do not make unrealistic or unsupported assumptions.

 Read each question following the case - make absolutely sure you understand the
question.

 Write down some outline for your answer - remember to substantiate/motivate

answers.

 Review material in the appropriate text and expand your outline.

(Source: Adaptation from Evans, J.R. & Berman, B. 1992. Marketing. 5th ed. New York:
Macmillan. p.25.)

17
12 SCHEDULE

Below is a brief and tentative schedule, please note it is subject to changes and amendments
which will be communicated with students timeously. No due dates for assessments such as
quizzes, discussion forums and assignments have been included, these dates are available
on the Moodle course site for the respective activities.

*Depending on your qualification timetable you will attend lectures and assessments
accordingly and as instructed by the lecturer. Specific times and dates will be communicated
as for each week.

Week Topic

22 – 26 July Welcoming and Chapter 1

29 July – 2 Aug Chapter 3

5 – 9 Aug* Chapter 6

12 – 16 Aug Chapter 7

19 – 23 Aug Test 1

26 – 30 Aug Chapter 8

2 – 6 Sep Chapter 10

9 – 13 Sep RECESS

16 – 20 Sep Chapter 11

23 – 27 Sep Chapter 13 (Assignment due 27 September)

30 Sep – 4 Oct Test 2

7 – 11 Oct Sick test

14 – 18 Oct Finalisation of marks

21 – 25 Oct Revision

28 Oct – 1 Nov Revision

5 Nov – 25 Nov Exams (date for module TBC)

18
13 Minimum required resources

Students for this module require the minimum to be able to participate and complete the
module:

 The prescribed textbook as listed in the section heading 5 PRESCRIBED

TEXTBOOK. Students cannot reasonably expect to participate fully in the module if
they don’t have the required textbook for reference and activities.
 Attend ALL lecturers for the module. Course related information and instructions
disseminated during the live lecturers might at times not be distributed by any other
channels.
 Internet data usage: Zero-data sites will be used as often as possible, but some
activities will require data if not on zero-rated sites.
 Internet connection: A stable internet connection is required.
 Technical device requirements: Such as a laptop, or computer with the ability to
connect to the internet. The use of Hot Spotting your mobile device to create an internet
connection that other devices can connect to is a common solution. A laptop/computer
would be ideal (I specifically think of the need to be able to type input into the device
and physical keyboards are optimum for doing this). NOTE: The use of only a mobile
device to participate will not always be suitable dependent on the required activities.
Your device must be able to play audio eg: speakers, or headphones. Digital camera
capabilities for live streaming meetings could also be beneficial.
 Technical software requirements: Students software/apps are required to allow for
the ability to navigate the Internet, Moodle sites, open MS Word and PowerPoint
documents; play video and audio files, and the ability to create such documents. Live
streaming software such as MS Teams/Zoom will be used at times.
 Access to your NMU student email. You must check your student emails daily to avoid
missing important information from your lecturers.
 Technical user skills: Students need the ability to engage via the Moodle platform,
create above mentioned documents, and view such documents. The ability to source
the Internet for secondary sources of information when required. Basic end-user
computing skills are required.
 Module Textbook:

NB: Missed or incomplete activities as a result of not being able to meet the above-mentioned
requirements will not be regarded as a valid excuse.

19
Students unable to meet the above minimum requirements must use the option to utilize the
universities on campus resources such as the computer labs, WiFi and library services.

20
14 Disclaimer

While every reasonable effort is made to ensure that the information provided in this document
is accurate, no guarantees for the currency or accuracy of information are made. The
Department of Marketing Management’s (Nelson Mandela University) printed documents,
website (including Moodle page) and material relating to information, products and services
(or to third party information, products and services), is provided ‘as is’. It is provided without
any representation or endorsement made and without warranty of any kind, whether express
or implied, including but not limited to the implied warranties of satisfactory quality, fitness for
a purpose, non-infringement, compatibility, security and accuracy.

For the avoidance of doubt, in the case of any difference between texts, either online or offline,
the signed version held by The Department of Marketing Management (Nelson Mandela
University) shall take precedence over the electronic or printed version. If you have any
queries, you can contact the department’s secretary.

Please note that text information is subject to change at the discretion of the lecturers in the
event of unplanned occurrences. This can include but is not limited to: class weightings;
assessment dates; assessment mode; assessment instructions; and course content.

Due notice of changes will be communicated via lecturers and electronic means. It is advisable
to refer to the course’s Moodle page and Moodle Calendar for regular updates on dates,
instructions and times of assessments and lectures. Additionally, check your student emails
daily to avoid missing important information from your lecturers and modules.

Errors and Omissions: Department of Marketing Management assumes no responsibility or

liability for any errors or omissions in the content of this document. The information contained
in this document is provided on an “as is” basis with no guarantees of completeness, accuracy,
usefulness or timeliness. Please report any possible errors and omissions to your lecturer for
further investigation.

21