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MKX9550 Marketing and the international consumer - Semester 1, 2011

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Chief Examiner:

Lecturer(s) / Leader(s):

Caulfield

Mr Kimble Montagu
Sessional Staff
Phone: +61 3 990 32714
Email: Kimble.Montagu@monash.edu
Location: Room 22, Building S7, Caulfield

Malaysia

Madeline Tann

Tutor(s):

Additional information:

About the Department of Marketing

The Department of Marketing is the largest provider of tertiary level marketing education and provides undergraduate and graduate education in marketing.

The department also offers student unique opportunities which can further enhance their studies and careers.  For more information visit: www.buseco.monash.edu.au/mkt/

International Marketing Study Program
The Monash Marketing International Study Program gives students an opportunity to learn first hand about international marketing.  The program includes a two day study block and a three and a half week international tour.  Whilst on the tour students will have the opportunity to visit some of the world’s leading organisations and hear first hand accounts of international marketing strategies.  This is a unique opportunity for students to learn about marketing face-to-face with some of the best marketers in the world, whilst gaining credit towards their degree.  Both undergraduate and postgraduate students are eligible to participate.  For more information contact:

Department of Marketing
Email: enquiries.mkt@BusEco.monash.edu.au
Ph: 9903 2653

Postgraduate courses
Monash Graduate School of Business offers graduate programs in Marketing for early career marketers and marketing professionals search for the next challenge in their marketing career.  Specialisations include marketing, international marketing, marketing communications, relationship marketing and retailing.

Monash Graduate School of Business
Email: gsb@buseco.monash.edu.au
www.buseco.monash.edu.au/mkt

Introduction

Marketing and the International Consumer provides the foundations of marketing theory for the Master of International Business, and the framework upon which marketing strategy can be developed for local and international markets. This subject examines the scope and role of the marketing discipline and equips participants with the fundamental tools for the development, implementation, management and review of marketing strategies. Contemporary marketing issues, such as changing global competitive environments, and the relationship with, and importance of, internationalisation is integrated throughout the unit.

The content covered in this unit includes marketing activities undertaken by organisations; value exchange concepts and processes; the marketing concept from a strategic and applied perspective; development of corporate and marketing strategic plans; analysis of an organisation's strategic business units (SBUs), product strategies and product development; use of marketing decision making tools at an applied and strategic level; distribution, pricing and communication mix strategies; services marketing, individual and organisational buyer behaviour, marketing research and market analysis; marketing management, implementation and control processes and procedures with an emphasis on international aspects of marketing and consumer behaviour.

The subject will be presented from an Australasian perspective but with a strong global focus. Students will be encouraged to focus on the real world need for marketing effectiveness, and the importance of adding value. After completing this unit students will be able to integrate their own work experience to develop a marketing plan and apply the theory to practical real world situations. Marketing and the International Consumer aims to balance theory and application, that will allow students to use the knowledge gained in this unit in real life work experiences.

Unit synopsis

Marketing activities undertaken by organisations; value exchange concepts and processes; the marketing concept from a strategic and applied perspective; development of corporate and marketing strategic plans; analysis of an organisation's SBUs, product strategies and product development; use of marketing decision making tools at an applied and strategic level; distribution, pricing and communication mix strategies; services marketing, individual and organisational buyer behaviour, marketing research and market analysis; marketing management, implementation and control processes and procedures with emphasis on international aspects of marketing and consumer behaviour.

Learning outcomes

The learning goals associated with this unit are to:
  1. examine the concepts and theories of marketing and apply them to an international context
  2. analyse, evaluate, and interpret complex and sometimes contradictory marketing phenomena in international context
  3. apply the basic techniques and tools of marketing management to local and international environments
  4. examine the scope and role of the marketing function and its relationship to organisational strategies and critically evaluate how functional marketing plans can be developed and implemented
  5. compare and contrast various marketing theories and practices and develop recommendations for strategic action.

Contact hours

3 hours per week

Further unit information

Enrolment information

When enrolling and allocating into units, students are responsible for ensuring that they are able to attend all scheduled teaching activities required to study each unit.

Students who are unable to attend scheduled classes throughout the semester should amend their enrolment, by the published census date (to avoid any penalty), and withdraw from the unit so they will not be disadvantaged by their inability to attend. If students choose to continue with the unit they accept full responsibility for this decision and undertake to make their own arrangements to ensure they keep up to date with the unit.

No alternative arrangements will be made by the Faculty.

Workload

Three hours class contact or equivalent per week.

The total time commitment required for this unit is 156 hours. In addition to the 39 hours of class contact students are expected to devote an additional 117 hours during the semester to studying for this unit. This includes time spent in the preparing for and completing assessment tasks, together with time spent in general study, revision, and exam preparation.

Unit relationships

Prohibitions

MKX9160

Relationships

There are no pre-requisites for this subject.

Teaching and learning method

This subject is delivered as a two hour lecture over a twelve week period. This will be supplemented with a group based workshop/tutorial program (PLEASE NOTE TUTORIALS START IN WEEK ONE).

Teaching methods include lectures, workshops, case studies, and individual and group assignments. In addition, the tutorials will include a presentation, tutorial tasks and case study analysis.

To do well in this subject, students will need to read widely and to incorporate material from many different sources into the assignments and class discussions.

This unit is also supported by a MUSO site (Monash University Studies Online), containing lecture notes and other useful material. It can be accessed via your my.monash portal, or directly via http://muso.monash.edu.au using your Authcate username and password. There is a separate folder for students in Monash University Malaysia within the MUSO site for this unit.

The MUSO site contains the following information and learning resources:

• Copies of lecture notes;

• Links to relevant resources;

• An interactive Student Discussion Forum;

• Details regarding submission procedures for your assignments; and

• Tutorial plans.

Using this site is a great way to quickly obtain the latest information concerning the delivery of the unit. You are strongly advised to visit this site on a regular basis throughout the semester.

Timetable information

For information on your timetable, including tutorial allocation if required, please refer to: http://allocate.its.monash.edu.au/

Unit Schedule

Week Topic Study guide Key dates

1

Foundations of marketing and value exchange

  • The market oriented organisations

  • The philosophy and core marketing concepts

Kotler, Keller and Burton, 2009 -- Chapter 1 and 22  

2

Marketing strategy and market planning

  • The value exchange model

  • Internal environment

Kotler, Keller and Burton, 2009 -- Chapter 2, 3 and 4  

3

Analysis of markets

  • Macro environment

  • Porter analysis

  • Global market environment

Kotler, Keller and Burton, 2009 -- 4, 11 ,21 & Chapter 3 - Usunier and Lee(2005) (pdf file on Blackboard)  

4

Analysis of Markets

  • Customers and consumers

  • Culture and buyer behaviour

Kotler, Keller and Burton, 2009 -- 5, 6, 7 & Chapter 11 - Schiffman et al. (2008) (pdf file on Blackboard)  

5

Segmentation, target market and positioning Kotler, Keller and Burton, 2009 -- Chapter 8  

6

Creating value

  • Marketing mix strategy

  • Brand, branding and brand equity

Kotler, Keller and Burton, 2009 -- Chapter 9 and 10

* Assignment 1 due

7

Creating value

  • Offer strategy 
Kotler, Keller and Burton, 2009 -- Chapter 12, 13 and 20  

8

Delivering the offer

  • Pricing strategy
Kotler, Keller and Burton, 2009 -- Chapter 14  
Mid Semester Break

9

Delivering value

  • Marketing channel strategy
  • International distribution channels 
Kotler, Keller and Burton, 2009 -- Chapter 15 and 16  

10

Communicating value & IMC strategy

Kotler, Keller and Burton, 2009 -- Chapter 17  

11

Communicating value & IMC strategy continued

Kotler, Keller and Burton, 2009 -- Chapter 18 and 19

*Assignment 2 due

12

Competitive advantage and marketing strategy

  • Introducing new market offering

  • Tapping into global markets
Kotler, Keller and Burton, 2009 -- Chapter 20 and 21  

13

UNIT REVISION    

Tutorial allocation

All students must enrol themselves in a tutorial group using ‘Allocate Plus’ (go to http://allocate.cc.monash.edu.au/). You will be advised prior to commencement of class what tutorial group you are in.

Week

Activity

Required Preparation

1.

Introduction to the subject and other students

Speed dating: Prepare an introduction about your self to present in class. What would you want to tell someone if you had 3 minutes? include why you are studying marketing? what does marketing mean to you?  

2.

Students will form groups (for the 2 group assignments) and select case studies.

Select a company for individual assignments.

Read case study “Nike” p. 19

3.

Individual presentations

Internal Environment

 SWOT analysis

Read case study "Intel" p40

4.

Individual presentations

Practice Porter Analysis

Read case study “Samsung” p. 650.

5.

Individual presentations

Buyer Behaviour and Culture

Read case study “Ikea” p. 169

6.

Individual presentations 

Segmentation

Due: Assignment 1

Read case study “HSBC” p. 228

7.

Individual presentations

Branding

Read case study “Proctor & Gamble” p. 254.

8.

Individual presentations

Product Strategy

Read case study “Toyota” p. 348.

9.

Individual presentations

Pricing Strategy

Read case study “Ebay” p. 424.

10.

Individual presentations

Distribution Strategy

Read case study “Harvey Norman” p.488

11.

Individual presentations

Communication Strategy

Due: Assignment 2

Read case study “Yahoo” p. 585.

12.

New market offering

Summary

13.

Revision

 

Students should note that the lecture and tutorial programs outlined above are a guide to the material to be covered in this unit and not a definitive statement of when that material will be covered.  Specific details relating to the timing will be discussed in lectures and tutorials, and posted on MUSO unit website.

MUSO

http://muso.monash.edu.au/webct/entryPage.dowebct

It can be accessed via you’re my.monash portal, or directly via http://muso.monash.edu.au using your Authcate username and password.

You are strongly advised to visit this site on a regular basis (at least prior to all scheduled lectures and tutorials) throughout the semester.

NOTE: The MUSO site will be used to inform students of any unexpected changes in the scheduling of lectures and/or tutorials.

Unit Resources

Prescribed text(s) and readings

Kotler, Philip, Kevin L. Keller, and Suzan Buron (2009), Marketing Management (1st edition), Frenchs Forest, NSW: Pearson Education Australia.

Recommended text(s) and readings

Students may obtain a comprehensive listing of recommended references and readings via the Library link on the unit MUSO site.

All of the following references are available via the Monash library databases. The articles provide an opportunity for you to expand your knowledge of marketing.

Chang, P-L., & Chieng, M-H. (2006). Building Consumer-Brand Relationship: A Cross-Cultural Experiential View. Psychology and Marketing, 23(11), 927-959.

Daniel, Y., & David., M. (2006). Rediscovering Market Segmentation. Harvard Business Review, 84(6), 141-141.

Day, G. (1994). The Capabilities of Market Driven Organization. Journal of Marketing, 58(October), 31-52.

Porter, M. (1998). Cluster and the New Economics of Competition. Harvard Business Review, November-December, 77-90.

Porter, M. (1990). The Competitive Advantage of Nations. Harvard Business Review, March-April: 73-90.

Porter, M.(1996). What is Strategy?. Harvard Business Review, November-December: 61-78.

Slater, S. F. and Narver, J. C. (1995). Market Orientation and the Learning Organization. Journal of Marketing, 59 (3), 63-74.

Slater, S. F. and Narver, J. C.1998. Customer-Led and Market-Oriented: Let’s Not Confuse the Two. Strategic Management Journal, 19 (10), 1001-1006.

Thomson, C. J. and Arsel, Z. (2004). The Starbucks Brandscape and Consumers’ (Anticorporate) Experiences of Glocalization. Journal of Consumer Research, 31(December), 631-642.

Journal Articles

Students are required to incorporate academic journal articles as well as business publications (business journals, newspapers, periodicals, etc) into individual assignments. Students can assess the international business-related academic journals and business publications available on the various databases (e.g. Business Source Premier, ABI/Inform, Proquest, etc.) to which the university subscribes. If you are unsure how to search the databases, ask for support from the library staff.

The following provides names of journals relevant to this course:

Journal of International Business Studies, Journal of Marketing, Journal of the Academy of Marketing Sciences, Journal of International Marketing, Journal of Global Marketing, European Journal of Marketing

Strategic Management Journal, and Harvard Business Review

Business publications include Business Review Weekly, The Economist, Wall Street Journal, Time Magazine and various newspapers

Library resources

The Monash University Library provides a range of services and resources that enable you to save time and be more efficient in your learning and research at URL: http://www.lib.monash.edu.au or via the Library tab in the my.monash portal.

Blackboard (MUSO)

  • All unit and lecture materials, plus other information of importance to students, are available through the MUSO (Monash University Studies Online) site. You can access MUSO via the My.Monash Portal:  http://my.monash.edu.au

Under “Online Systems” click the MUSO hyperlink

In order for your MUSO unit(s) to function correctly, your computer needs to be set up and certain programs may need to be installed such as a compatible Java version (eg version 1.5.0). This can easily be done by going to http://www.monash.edu.au/muso/support/students/browserset.html to update the relevant software.

You can contact MUSO Support by:

Jobdesk: http://jobdesk.monash.edu.au/login/index.cfm?jobdesk_id=14
Email: muso.support@calt.monash.edu.au
Phone: (+61 3) 9903-1268

Operational hours (Monday – Thursday) – local time

Australia: 8 am to 10 pm (8pm Non Teaching period)
Malaysia: 6 am to 8 pm (6 pm Non Teaching period)
South Africa: 11pm to 1pm (11 am Non Teaching period)

Operational hours (Friday) – local time

Australia: Australia: 8 am to 8 pm
Malaysia: 6 am to 6 pm
South Africa: 11pm to 11 am

Operational hours (Saturday-Sunday) – local time (Teaching and Exam Period Only)

Australia: 1 pm to 5 pm
Malaysia: 11 am to 3 pm
South Africa: 4 am to 8 am

Further information can be obtained from the following site http://www.monash.edu.au/muso/support/index.html

Q Manual

You will often be directed to cite the source of the ideas, statistics, direct quotations and general information that you use to prepare your written assignments. This is important for a number of reasons.Firstly, it is good professional and ethical conduct to always give due credit to those people whose work you have borrowed. Secondly, it is an element of good communication to ensure that your readers can expand their understanding of your writing by accessing the same sources you have used to formulate your thoughts.

Thirdly, all organisations, including your present or future employer, have written or understood rules of the behaviour that is valued in that organisation. These rules often include the ways that it communicates internally and externally. In the academic organisation the intellectual property of other researchers and writers is highly valued. Citing their work is a way of acknowledging their contribution to scholarship.

The QManual show you how to cite sources and list references correctly.  

For referencing, essay/report writing structure, etc. url: http://www.buseco.monash.edu.au/publications/qmanual/

Study resources

Students are able to access academic support provided by CALT (Centre for the Advancement of Learning and Teaching). All students are welcome to attend classes, workshops and drop-in centres run by CALT Learning Support staff. Currently, individual consultations are available for intensive work on approaches to study or English language skills for the following students:

• Referred by APC (Academic Progress Committee) hearing

• Received an early warning letter

• Failed an assignment or unit and have a signed referral form from lecturer, tutor, or other support service personnel

• Referred by lecturer, tutor, or other support service personnel and have a signed referral form

• Attended a 15 minute drop-in session, or seen a CALT Learning Support staff member and identified as needing intensive support.

Further information about student support services, including advice on Student Rights Assistance, is available at: http://www.adm.monash.edu.au/community-services/ . Students from Monash University Malaysia campus should consult the Library for similar services.

Assessment

Assessment Summary

Within semester assessment: 60%
Examination (2 hours): 40%

Faculty assessment policy

For information regarding assessment policy, please refer to the appendix at the end of this Unit Guide.

Hurdle requirements

There is a hurdle requirement in this unit.

The learning outcomes in this unit require students to demonstrate in the individual summative assessment task a comprehensive understanding of the topics covered in the unit. This is demonstrated by the requirement that the student must attain a mark of at least 50% in the final summative assessment task.

A student’s final mark is normally the sum of the marks obtained in all of the individual assessment items in the unit. Where a student fails the unit solely because of failure to satisfy the hurdle requirement a mark of 48 will be returned for the unit.

The individual summative assessment task is the final exam.

Second marking

For information regarding second marking practice, please refer to http://www.buseco.monash.edu.au/asg/agu/policies/written-assign.html#secmark

Return of final marks

The final mark that a student receives for a unit will be determined by the Board of Examiners on the recommendation of the Chief Examiner taking into account all aspects of assessment. The final mark for this unit will be released by the Board of Examiners on the date nominated in the Faculty Calendar.  

Applications for extension of time

For information regarding extensions of time, please refer to http://www.buseco.monash.edu.au/asg/agu/policies/written-assign.html#extoftime

Additional assessment information

 

Assessment Task

Due Date

Value

1

Individual presentation

In weekly tutorial

10%

Tutorial participation

In weekly tutorial

10%

2

Group assignment

Week 6

15%

3

Group assignment

Week 11

25%

4

Final Examination

Official Examination Period

40%

Total 100%

Participation in tutorials is assessed on the following criteria:

- Case always well prepared / frequent, active, constructive contributor to class discussion: 100%

- Case normally well prepared / constructive contributor: 80%

- Case generally well prepared / regular contributor to discussion: 60%

- Contributes to discussion rarely or when prompted / contributions demonstrate adequate preparation: 40%

- Usually silent / usually only contributes when prompted / demonstrates limited preparation. 20%

- Generally silent / only contributes when prompted / does not demonstrate adequate preparation. 0%

Assessment tasks

  • Assessment task 1

    Title:
    Individual presentation
    Learning objectives assessed:
    Weighting:
    10%
    Task details:
    By week 2, students will have to have made a decision as to which week they will be presenting. You will have a choice of selecting the company case from the text book (or you can choose any company you like).

    Each week, during the tutorial, there will be 2 presentations. One will be a student presentation of a case study from the book (see the list of cases in the tutorial table above). A second student will present on a company of their liking (note that students should discuss their choice of company with their tutor).

    In general, it is expected that students will:

    a)    Present to the class for 10 minutes (without cue cards and time is strictly monitored);

    b)    Apply marketing theory and content from the lectures to analyse the case study;

    c)    Lead (and encourage) a class discussion for 5 minutes (strictly monitored) – this means the student must stimulate discussion around their presentation;

    d)    Provide a one page summary to everyone in the class.

    Note: It is essential that students attend tutorials on a weekly basis – 5% of the unit evaluation is based on attendance in tutorials.
    Task Components % of Available Marks
    Presentation style
    - Audibility
    - Use of visual aids &creativity
    - Class discussion & involvement
    - Class handout
    5%
    5%
    15%
    10%
    Content
    - Quality of analysis
    - Logical flow or structure
    - Evidence of research
    25%
    20%
    20%
    Total 100%
     
    Due date:
    Presentations are in tutorials, you will be allocated a week
    Return of marks:
  • Assessment task 2

    Title:
    Individual Assignment
    Learning objectives assessed:
    Weighting:
    15%
    Task details:
    This is a task for a group of 3 students. In week 2, students will form into groups of 3 depending on class numbers. (If students want to work in groups of 2 or individually, you need to take approval from the tutors by week 2).

    The written assignment in this unit consists of the development of a marketing plan. The assignment is divided into 2 stages.

    In preparing your marketing plan, the group should select an organisation on the basis of familiarity and/or information availability. The group should select a company which is currently planning to expand its market internationally. Please discuss a company with the lecturer/ tutor before your group commence – no later than week 3 – to ensure that it is suitable for the exercise. Your group should assume that you are the marketing manager and prepare a marketing plan for expanding this company into any other country other than the country of your group members.

     

    Assignment 1 (15%) will consist of a situation analysis. The scope of the situation analysis covers business definition and scope, external environment (macro environment, country analysis and industry environment) and internal analysis. Your group will also be required to conduct a SWOT analysis, indicate critical success factors and present problems and opportunities statements.

    Marking assessment

    The following is a general guide to the breakdown of marks between different elements of the task.
    Task Components %
    Executive summary

    General introduction, overview and purpose
    5%

    5%
    Analysis of the local market

    - The local industry (the industry environment)*

    - Overview required internal organisation capability*

    - The case (for or against) expansion*
    30%
    Analysis of the international market

    - The macro environment and country analysis*

    - The local retail industry (the industry environment)*

    - Market SWOT analysis*

    - Cultural considerations*
    30%
    Discussion of critical success factors (Problems and opportunities)
    Strategic recommendations
    15%

    15%
    Total 100%
    *For each of these sections you are required to research and cite a variety of academic and trade publications
    Word limit:
    2500 words
    Due date:
    Week 6
    Submission details:
    This word count does not cover the abstract or reference list. You are required to provide the word count of your assignment on your Title page. Marks will be deducted if the maximum length is exceeded. 

    Assignment Requirements:

    • It is required that students present a professional and well edited paper. The length of the assignment is up to 2,500 words (plus or minus 10%). The length excludes text in forms of appendix, tables, or figures.

    • Students are required to read and research widely for this assignment.

    • The APA referencing format or Harvard referencing format will be used for this assignment.
    Return of marks:
    Your local unit presenter will inform you as to the procedures for the return of your assignments.
    Penalties for late lodgement:
    A maximum penalty of 10 per cent of the mark allocated to this assessment task will be deducted for each day that the assessment is late.
    Assessment coversheet:
    Work submitted for assessment must be accompanied by a completed copy of the Assignment cover sheet which has been signed by the student. NO assignment will be accepted or marked if it is not accompanied by a signed Assignment cover sheet.
  • Assessment task 3

    Title:
    Learning objectives assessed:
    Weighting:
    25%
    Task details:
    This assignment is to be completed in a group of 2-3 students (this group can be the same as the first group assignment).

    For this assignment you are required to develop a marketing plan.

    As in Assignment 1, you should assume that you are the marketing manager and prepare a marketing plan for approval by the board.

    In preparing your marketing plan, the group should select a real organisation of interest (it is strongly suggested that students keep the same assignment for both assignment 1 and 2). It will be your task to prepare a marketing plan for organisational or product expansion into any market outside Australia (the company must already be based in Australia and not be in the expansion market). Please discuss a company with the lecturer/ tutor before your group commence – no later than week 3 – to ensure that it is suitable for the exercise.

    Marks available

    The following is a general guide to the breakdown of marks between different elements of the task.
    Task Components % of Available Marks
    Executive summary (5%)

    General introduction (including a concise consumers and category market/ trend overview) (10%)

    Market segmentation and targeting (20%)

    - Segment the market*

    - Selecting target consumer markets*

    - Positioning the company*

    - Estimate market share
    35%
    Marketing objectives

    - Set marketing objectives*
    10%
    Marketing mix strategies

    - Product & brand strategy*

    - Service strategy*

    - Pricing strategy*

    - Distribution strategy*

    - IMC mix, strategy and rationale*
    30%
    Implementation plan and measurement tools (20%)

    - Tactics to implement your strategies

    - Monitoring strategy (i.e. measurement of success )

    Conclusion and strategic recommendations (5%)
    25%
    Total 100%
    *For each of these sections you are required to research and cite a variety of academic and trade publications
    Word limit:
    4000 words
    Due date:
    Week 11
    Return of marks:
    Your local unit presenter will inform you as to the procedures for the return of your assignments.
    Penalties for late lodgement:
    A maximum penalty of 10 per cent of the mark allocated to this assessment task will be deducted for each day that the assessment is late
    Assessment coversheet:
    Work submitted for assessment must be accompanied by a completed copy of the Assignment cover sheet which has been signed by the student. NO assignment will be accepted or marked if it is not accompanied by a signed Assignment cover sheet.

Examinations

  • Examination 1

    Weighting:
    40%
    Duration:
    Type (open/closed book):
    Materials examinable:
    Materials that are examinable include your textbook, tutorial presentation and tasks, and additional recommended readings.
    Remarks:
    The exam will consist of 8 questions of which students will have to answer 5.

    Multiple questions requiring essay type answers will be provided and they will cover specific topics and concepts considered through the course. These questions will test students’ understanding of theoretical concepts and how students can integrate those concepts together to explain the business application.

     

    Examination date and location

    This examination will be held during the official examination period. The examination timetable which provides full details of the examination schedule can be accessed through the my.monash portal.

Special consideration

For information regarding special consideration, please refer to the appendix at the end of this Unit Guide.

Assessment criteria - grading descriptors table

 

High Distinction
(80%+)

Distinction
(70 - 79%)

Credit
(60 - 69%)

Pass
(50 - 59%)

Fail
(Less than 50%)

General description

Outstanding or exceptional work in terms of understanding, interpretation and presentation

A very high standard of work which demonstrates originality and insight

Demonstrates a high level of understanding and presentation and a degree of originality and insight

Satisfies the minimum requirements

Fails to satisfy the minimum requirements

Reading

Strong evidence of independent reading beyond core texts and materials

Evidence of reading beyond core texts and materials

Thorough understanding of core texts and materials

Evidence of having read core texts and materials

Very little evidence of having read any of the core texts and materials

Knowledge of topic

Demonstrates insight, awareness and understanding of deeper and more subtle aspects of the topic. Ability to consider topic in the broader context of the discipline

Evidence of an awareness and understanding of deeper and more subtle aspects of the topic

Sound knowledge of principles and concepts

Knowledge of principles and concepts at least adequate to communicate intelligently in the topic and to serve as a basis for further study

Scant knowledge of principles and concepts

Articulation of argument

Demonstrates imagination or flair.

Demonstrates originality and independent thought

Evidence of imagination or flair.

Evidence of originality and independent thought

Well-reasoned argument based on broad evidence

Sound argument based on evidence

Very little evidence of ability to construct coherent argument

Analytical and evaluative skills

Highly developed analytical and evaluative skills

Clear evidence of analytical and evaluative skills

Evidence of analytical and evaluative skills

Some evidence of analytical and evaluative skills

Very little evidence of analytical and evaluative skills

Problem solving

Ability to solve very challenging problems

Ability to solve non-routine problems

Ability to use and apply fundamental concepts and skills

Adequate problem-solving skills

Very little evidence of problem-solving skills

Expression and presentation appropriate to the discipline

Highly developed skills in expression and presentation.

Well developed skills in expression and presentation.

Good skills in expression and presentation. Accurate and consistent acknowledgement of sources.

Adequate skills in expression and presentation

Inadequate skills in expression and presentation. Inaccurate and inconsistent acknowledgement of sources.

Source: University of Adelaide 2005

Appendix

Please visit the following URL: http://www.buseco.monash.edu.au/unit-guide/appendix.html for further information about:

  • Continuous improvement
  • Assessment policy
  • Grading Scale policy
  • Special consideration
  • Plagiarism, cheating and collusion
  • Plagiarism register
  • Non-discriminatory language
  • Students with disabilities
  • Using the University’s computer and IT facilities
  • Faculty policies
  • Related links