CQUniversity Unit Profile
MRKT11029 Marketing Fundamentals
Marketing Fundamentals
All details in this unit profile for MRKT11029 have been officially approved by CQUniversity and represent a learning partnership between the University and you (our student).
The information will not be changed unless absolutely necessary and any change will be clearly indicated by an approved correction included in the profile.
General Information

Overview

This unit will provide you with a sound knowledge of the origins of trading goods and services and the development of modern marketing practice and theory. Emphasis is placed on developing an understanding of marketing principles and their application. In particular the unit approaches marketing not only as a functional area of an organisation but also as a philosophy of doing business.

Details

Career Level: Undergraduate
Unit Level: Level 1
Credit Points: 6
Student Contribution Band: 10
Fraction of Full-Time Student Load: 0.125

Pre-requisites or Co-requisites

There are no requisites for this unit.

Important note: Students enrolled in a subsequent unit who failed their pre-requisite unit, should drop the subsequent unit before the census date or within 10 working days of Fail grade notification. Students who do not drop the unit in this timeframe cannot later drop the unit without academic and financial liability. See details in the Assessment Policy and Procedure (Higher Education Coursework).

Offerings For Term 3 - 2017

Brisbane
Distance
Melbourne
Sydney

Attendance Requirements

All on-campus students are expected to attend scheduled classes – in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).

Class and Assessment Overview

Recommended Student Time Commitment

Each 6-credit Undergraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.

Class Timetable

Bundaberg, Cairns, Emerald, Gladstone, Mackay, Rockhampton, Townsville
Adelaide, Brisbane, Melbourne, Perth, Sydney

Assessment Overview

1. Online Quiz(zes)
Weighting: 20%
2. Portfolio
Weighting: 40%
3. Presentation and Written Assessment
Weighting: 40%

Assessment Grading

This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of ‘pass’ in order to pass the unit. If any ‘pass/fail’ tasks are shown in the table above they must also be completed successfully (‘pass’ grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the ‘assessment task’ section (note that in some instances, the minimum mark for a task may be greater than 50%). Consult the University’s Grades and Results Policy for more details of interim results and final grades.

Previous Student Feedback

Feedback, Recommendations and Responses

Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.

Feedback from Unit evaluation

Feedback

Some students were receptive to the provision of assessment guidelines, mark sheets and exemplars.

Recommendation

Continue providing students with assessment guidelines, mark sheets and exemplars through the unit Moodle site.

Feedback from Unit evaluation

Feedback

Some students found the Zoom sessions invaluable to their studies and others were grateful they had been recorded.

Recommendation

Continue offering Zoom sessions throughout the term through the unit Moodle site with each session to be recorded for the benefit of those students who cannot participate.

Feedback from Unit evaluation

Feedback

Some students found the additional case studies, YouTube videos and journal readings beneficial when attempting the weekly learning activities.

Recommendation

Continue providing relevant up-to-date case studies, YouTube videos and journal readings through the unit Moodle site to assist with the weekly learning activities.

Unit Learning Outcomes
On successful completion of this unit, you will be able to:
  1. explain your awareness of the nature and scope of marketing in general
  2. discuss your developed appreciation of the marketing concept
  3. elaborate upon your awareness of the key concepts and tools of marketing, and their respective roles in business
  4. describe and critically discuss how marketing fits into the overall business function
  5. explain your understanding of marketing research techniques and analysis, and how they are important to marketing decision-making
  6. differentiate between the marketing mix and the extended marketing mix.
  7. demonstrate knowledge of new product marketing in both written and oral form.
Alignment of Learning Outcomes, Assessment and Graduate Attributes
N/A Level
Introductory Level
Intermediate Level
Graduate Level
Professional Level
Advanced Level

Alignment of Assessment Tasks to Learning Outcomes

Assessment Tasks Learning Outcomes
1 2 3 4 5 6 7
1 - Online Quiz(zes) - 20%
2 - Portfolio - 40%
3 - Presentation and Written Assessment - 40%

Alignment of Graduate Attributes to Learning Outcomes

Graduate Attributes Learning Outcomes
1 2 3 4 5 6 7
1 - Communication
2 - Problem Solving
3 - Critical Thinking
4 - Information Literacy
5 - Team Work
6 - Information Technology Competence
7 - Cross Cultural Competence
8 - Ethical practice
9 - Social Innovation

Alignment of Assessment Tasks to Graduate Attributes

Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7 8 9
1 - Online Quiz(zes) - 20%
2 - Portfolio - 40%
3 - Presentation and Written Assessment - 40%
Textbooks and Resources

Textbooks

Prescribed

Principles of Marketing 6th (2015)

Authors: Armstrong, G., Adam, S., Denize, S., & Kotler, P.
Pearson Australia
Melbourne Melbourne , VIC , Australia
ISBN: 9781486002696
Binding: Paperback

Additional Textbook Information

**Note: As part of a small CQUniversity etextbook pilot project being conducted in Term 3, an electronic copy of the prescribed textbook will be provided through the unit’s Moodle at no cost to enrolled students. More details are available on the unit’s Moodle site** If preferred, you can still purchase a paper copy from the CQUni Bookshop here: http://bookshop.cqu.edu.au/

IT Resources

You will need access to the following IT resources:
  • CQUniversity Student Email
  • Internet
  • Unit Website (Moodle)
  • Microsoft Word and PowerPoint
Referencing Style

All submissions for this unit must use the referencing style: American Psychological Association 6th Edition (APA 6th edition)

For further information, see the Assessment Tasks.

Teaching Contacts
Kylie Radel Unit Coordinator
k.radel@cqu.edu.au
Schedule
Week 1 Begin Date: 06 Nov 2017

Module/Topic

Marketing: Creating and capturing customer value & Company and marketing strategy: Partnering to build customer relationships

Chapter

Chapters 1 & 2

Events and Submissions/Topic

Make sure to review the assessment submission dates for your assessments throughout the term!

Week 2 Begin Date: 13 Nov 2017

Module/Topic

Analysing the marketing environment

Chapter

Chapter 3

Events and Submissions/Topic

Week 3 Begin Date: 20 Nov 2017

Module/Topic

Managing marketing information to gain customer insights

Chapter

Chapter 4

Events and Submissions/Topic

Online Quiz 1 (Chapter 4) opens Monday (20 November 2017) 09:00 AM AEST

Week 4 Begin Date: 27 Nov 2017

Module/Topic

Understanding consumer and business buyer behaviour

Chapter

Chapter 5

Events and Submissions/Topic

Online Quiz 1 closes Monday (27 November 2017) 11:45 PM AEST

Mid-term Vacation Week Begin Date: 04 Dec 2017

Module/Topic

MID-TERM BREAK

Chapter


Events and Submissions/Topic


Week 5 Begin Date: 11 Dec 2017

Module/Topic

Customer-driven marketing strategy: Creating value for target customers

Chapter

Chapter 6

Events and Submissions/Topic

Online Quiz 2 (Chapter 6) opens Monday (11 December 2017) 11:45 PM AEST

Week 6 Begin Date: 18 Dec 2017

Module/Topic

Products, services and brands: Offering customer value

Chapter

Chapter 7

Events and Submissions/Topic

Online Quiz 2 closes Monday (18 December 2017) 09:00 AM AEST


Assessment 2 Due: Week 6 Friday (22 Dec 2017) 11:45 pm AEST
UNIVERSITY CHRISTMAS CLOSURE PERIOD Begin Date: 25 Dec 2017

Module/Topic

Please be aware that CQUniversity will be closed for the Christmas holiday period between Monday 25th December, 2017 and reopening Tuesday 2nd December, 2018.

Chapter

Events and Submissions/Topic

Week 7 Begin Date: 01 Jan 2018

Module/Topic

Developing new products and managing innovation

Chapter

Chapter 8

Events and Submissions/Topic

Online Quiz 3 (Chapter 8) opens Monday (1 January 2018) 09:00 AM AEST

Week 8 Begin Date: 08 Jan 2018

Module/Topic

Pricing to capture customer value

Chapter

Chapter 9

Events and Submissions/Topic

Online Quiz 3 closes Monday (8 January 2018) 11:45 PM AEST

Week 9 Begin Date: 15 Jan 2018

Module/Topic

Placement: Customer value fulfilment

Chapter

Chapter 10

Events and Submissions/Topic

Online Quiz 4 (Chapter 10) opens Monday (15 January 2018) 09:00 AM AEST

Week 10 Begin Date: 22 Jan 2018

Module/Topic

Communicating customer value: Advertising and public relations & Personal selling and sales promotion

Chapter

Chapters 11 & 12

Events and Submissions/Topic

Online Quiz 4 closes Monday (22 January 2018) 11:45 PM AEST

Week 11 Begin Date: 29 Jan 2018

Module/Topic

Direct and digital marketing: Building one-to-one customer relationships

Chapter

Chapter 13

Events and Submissions/Topic


Week 12 Begin Date: 05 Feb 2018

Module/Topic

Sustainable marketing: Social responsibility, ethics and legal compliance

Chapter

Chapter 14

Events and Submissions/Topic

Assessment 3 Due: Week 12 Friday (9 Feb 2018) 11:45 pm AEST
Review/Exam Week Begin Date: 12 Feb 2018

Module/Topic

Chapter

Events and Submissions/Topic

Term Specific Information

This term we are trialling the use of an e-text book provided to all students through the moodle website for the unit. At the end of the term we will be requesting feedback on your experiences of the e-text and its usefulness for your learning in this unit.

Assessment Tasks

1 Online Quiz(zes)

Assessment Title
Assessment 1

Task Description

Assessment 1 consists of FOUR (4) online quizzes with ten (10) questions in each quiz. Each quiz is a maximum 25 minutes in duration.

Your task in Assessment 1 is to complete all four online quizzes.

Instructions and advice

  • This is an individual assessment (no groups).
  • All four quizzes are attempted online through the unit Moodle site.
  • Refer to the table below for quiz opening and closing times.
  • Each quiz will address content from a relevant chapter of the prescribed textbook.
  • Each quiz is worth a maximum 5% towards your overall grade (i.e. 4 quizzes x 5% = 20%).
  • Each quiz consists of 10 questions and is a maximum 25 minutes in duration.
  • Answer format will be a combination of multiple choice and true or false.
  • There are no negative marks for incorrect answers.
  • Quizzes can be found under the assessment block on the unit Moodle site.
  • These are open book quizzes so you can have your textbook with you when doing each quiz.
  • Each online quiz can only be attempted ONCE so do not open the quiz until you are ready to complete the entire quiz.
  • Responsibility for access, Internet Service Provider, browsers, Internet connection and the computer you use remains with the student.
  • Refer system access problems (e.g. Moodle login or password issues) to the Technology and Services Assistance Centre (tasac@cqu.edu.au) as soon as possible.
  • Any problems during the quiz (e.g. screen has frozen) email the Unit Coordinator (k.radel@cqu.edu.au) as soon as possible identifying the unit, your full name, student number, campus and approximate time the problem occurred.
  • Students are encouraged to provide their own timer and not rely on the computer.

Skills

  • Quizzes will test marketing knowledge and understanding.

Quiz Content Quiz Opening Day/Time Quiz Closing Day/Time
1 Chapter 4 Week 3 Monday (20 November 2017) 09:00 AM AEST

Week 4 Monday (27 November 2017) 11:45 PM AEST

2 Chapter 6 Week 5 Monday (11 December 2017) 09:00 AM AEST Week 6 Monday (18 December 2017) 11:45 PM AEST
3 Chapter 8 Week 7 Monday (1 January 2018) 09:00 AM AEST Week 8 Monday (8 January 2018) 11:45 PM AEST
4 Chapter 10 Week 9 Monday (15 January 2018) 09:00 AM AEST Week 10 Monday (22 January 2018) 11:45 PM AEST


Number of Quizzes

4


Frequency of Quizzes

Other


Assessment Due Date

Various (see Quiz opening and closing times in 'Task Description')


Return Date to Students

Marks are shown on completion of each quiz.


Weighting
20%

Assessment Criteria

Assessment 1

  • Each question is worth half a mark (0.5 marks).
  • 10 questions per quiz x 0.5 marks x 4 quizzes.
  • Total: Out of 20 marks.


Referencing Style

Submission
Online

Submission Instructions
(through Moodle)

Learning Outcomes Assessed
  • explain your awareness of the nature and scope of marketing in general
  • elaborate upon your awareness of the key concepts and tools of marketing, and their respective roles in business


Graduate Attributes
  • Communication
  • Problem Solving
  • Critical Thinking
  • Information Literacy
  • Information Technology Competence
  • Cross Cultural Competence
  • Ethical practice

2 Portfolio

Assessment Title
Assessment 2

Task Description

Assessment 2 requires you to undertake a market opportunity analysis for a new product. You will present the market opportunity analysis as a portfolio. This portfolio should be 1500-2000 words maximum in length excluding the title page and reference list.

Your task in Assessment 2 is to choose ONE (1) of the options listed below and write a market opportunity analysis focusing on current Australian market conditions to determine market attractiveness for your product.

a) More Than A Pillow (viewed 16/10/2017),  https://www.kickstarter.com/projects/659916673/lets-make-this-more-than-pillow-talk-morethanapill?ref=home_featured

b) FitOn: World's 1st Blood Oxygen Saturation Smartwatch (viewed 16/10/2017), https://www.kickstarter.com/projects/567949755/fiton-worlds-1st-blood-oxygen-saturation-smartwatc?ref=popular

c) Waves Glasses - https://www.kickstarter.com/projects/1681836511/waves-glasses?ref=popular

c) A new product for the business/organisation you currently work for or the business/organisation you want to start up. If you choose this option, on-campus (internal) students will need to gain approval from your local lecturer/tutor. Off-campus (distance) students will need to contact the unit coordinator k.radel@cqu.edu.au for approval.

NB: The option you choose will also be used in Assessment 3.

You will need to address the following criteria:

  1. Describe the new product chosen and current market conditions in Australia by examining relevant business trends, competitors, customer needs and other factors in the marketing environment that may affect consumer purchasing (research evidence is expected to help support your discussion);
  2. Conduct a strengths, weaknesses, opportunities and threats (SWOT) analysis for your new product;
  3. In general, explain your understanding of the nature and scope of marketing plus the marketing concept;
  4. In general, explain your understanding of marketing research techniques and analysis, and how they are important to marketing decision-making; and
  5. Differentiate between the marketing mix and the extended marketing mix.

Instructions

  • This is an individual assessment (no groups).
  • Submit your portfolio online through the unit Moodle site.

Your portfolio should contain the following:

  • A single Word document (no PDF) that addresses each of the 5 criteria listed above plus a reference list showing use in-text of at least six (6) scholarly sources of information from a combination of academic journal articles, academic textbooks, trade journals and websites. Your prescribed textbook would be a seventh source of information.
  • Use size 12 font with 1.5 line-spacing in this Word document.
  • An appendices (this is compulsory) inserted at the end of the Word document that includes:
    • Self-evaluation documenting your learning journey.
    • Any other supporting items such as graphs, charts, tables and diagrams you deem suitable.

Skills

  • A market opportunity analysis is widely used to determine market attractiveness.
  • A portfolio is a collection of items documenting what and how you have learnt.
  • This is a challenging assignment. It will provide you with the opportunity to undertake a significant piece of work
    with a practical commercial application.


Assessment Due Date

Week 6 Friday (22 Dec 2017) 11:45 pm AEST

Submitted online in Moodle


Return Date to Students

Week 9 Monday (15 Jan 2018)

The return date will apply to submissions made before or on the due date.


Weighting
40%

Assessment Criteria

Assessment 2

  • Product description, current market conditions and analysis. Out of 11 marks.
  • SWOT analysis. Out of 6 marks.
  • Nature and scope of marketing plus the marketing concept . Out of 3 marks.
  • Marketing research techniques and importance. Out of 2 marks.
  • The marketing mix and extended marketing mix. Out of 2 marks.
  • Citations and Reference list. Out of 3 marks.
  • Self-evaluation. Out of 5 marks.
  • Supporting items. Out of 5 marks.
  • Spelling, grammar, and written presentation. Out of 3 marks.
  • Total: Out of 40 marks.


Referencing Style

Submission
Online

Submission Instructions
(through Moodle)

Learning Outcomes Assessed
  • explain your awareness of the nature and scope of marketing in general
  • discuss your developed appreciation of the marketing concept
  • elaborate upon your awareness of the key concepts and tools of marketing, and their respective roles in business
  • explain your understanding of marketing research techniques and analysis, and how they are important to marketing decision-making
  • differentiate between the marketing mix and the extended marketing mix.


Graduate Attributes
  • Communication
  • Problem Solving
  • Critical Thinking
  • Information Literacy
  • Team Work
  • Information Technology Competence
  • Ethical practice

3 Presentation and Written Assessment

Assessment Title
Assessment 3

Task Description

Assessment 3 requires the submission of TWO items (i.e. one Word file and one PowerPoint file).

You are to write and make a presentation on marketing objectives, marketing strategy and action programs for the new product that you chose in Assessment 2. The written component should be 1500 words in length excluding the title page and reference list. The presentation component will be delivered using PowerPoint format.

On-campus (internal) students will be required to present their powerpoint presentation in classes during weeks 11 and 12 of the term. Your local tutors will schedule your presentations during these 2 tutorial sessions.

Distance students are required to provide a voice-over presentation with/embedded within your powerpoint slides. 

In both cases (internal or distance students), the powerpoint presentations are limited to 5 slides and the oral presentation or voice-over is to be no longer than 5 minutes in duration.

TASK:

Assume that the new product chosen in Assessment 2 is viable for market entry into Australia. The decision has now been made by senior management to launch this new product into Australia sometime in 2018.

Your task in Assessment 3 is to prepare marketing objectives, marketing strategy and action programs for the first six months from product launch.

You will need to address the following criteria:

  1. Propose and justify three (3) marketing objectives you think are achievable within the first six months of product launch (e.g. sales targets, product awareness, customer retention and satisfaction, brand management);
  2. Justify the preferred market segments, targeted customers, and intended positioning;
  3. Propose and justify marketing strategy for two (2) of the 4Ps (i.e. product or pricing strategy plus placement or promotion strategy); and
  4. Propose action programs for the first six months of product launch to achieve stated marketing objectives.

Instructions

  • This is an individual assessment (no groups).
  • Submit both your written component and presentation component online through the unit Moodle site.

Your written component should contain the following:

  • A single Word document (no PDF) that addresses each of the 4 criteria listed above plus a reference list showing use in-text of at least six (6) scholarly sources of information from a combination of academic journal articles, academic textbooks, trade journals and websites. Your prescribed textbook would be a seventh source of information.
  • Use size 12 font with 1.5 line-spacing in this Word document.

Your presentation component should contain the following:

  • A summary only of key information in your written Word document.
  • The format will be PowerPoint with either oral presentation or voice-over (no word limit) but limited to a maximum 5 slides and a maximum 5 minutes in duration.

Skills

  • The written component consisting of the marketing objectives, marketing strategy and action programs are all integral elements of a marketing plan.
  • Using PowerPoint with an oral presentation or voice-over enhances professionalism and helps keep the viewer's focus during presentations.
  • This is a challenging assignment. It will provide you with the opportunity to undertake a significant piece of work with a practical commercial application.


Assessment Due Date

Week 12 Friday (9 Feb 2018) 11:45 pm AEST


Return Date to Students

Exam Week Friday (16 Feb 2018)

The return date will apply to submissions made before or on the due date.


Weighting
40%

Assessment Criteria

Assessment 3

  • Three marketing objectives. Out of 3 marks.
  • Market segmentation, targeted customers and intended positioning. Out of 5 marks.
  • Product or pricing strategy. Out of 7 marks.
  • Placement or promotion strategy. Out of 7 marks.
  • Action programs. Out of 2 marks.
  • Citations and Reference list. Out of 3 marks.
  • Spelling, grammar and written presentation. Out of 3 marks.
  • PowerPoint meets specified requirements. Out of 5 marks.
  • Voice-over is clear and fluent. Out of 5 marks.
  • Total: Out of 40 marks.


Referencing Style

Submission
Online

Submission Instructions
(through Moodle)

Learning Outcomes Assessed
  • explain your awareness of the nature and scope of marketing in general
  • discuss your developed appreciation of the marketing concept
  • elaborate upon your awareness of the key concepts and tools of marketing, and their respective roles in business
  • describe and critically discuss how marketing fits into the overall business function
  • explain your understanding of marketing research techniques and analysis, and how they are important to marketing decision-making
  • differentiate between the marketing mix and the extended marketing mix.
  • demonstrate knowledge of new product marketing in both written and oral form.


Graduate Attributes
  • Communication
  • Problem Solving
  • Critical Thinking
  • Information Literacy
  • Information Technology Competence
  • Cross Cultural Competence
  • Ethical practice

Academic Integrity Statement

As a CQUniversity student you are expected to act honestly in all aspects of your academic work.

Any assessable work undertaken or submitted for review or assessment must be your own work. Assessable work is any type of work you do to meet the assessment requirements in the unit, including draft work submitted for review and feedback and final work to be assessed.

When you use the ideas, words or data of others in your assessment, you must thoroughly and clearly acknowledge the source of this information by using the correct referencing style for your unit. Using others’ work without proper acknowledgement may be considered a form of intellectual dishonesty.

Participating honestly, respectfully, responsibly, and fairly in your university study ensures the CQUniversity qualification you earn will be valued as a true indication of your individual academic achievement and will continue to receive the respect and recognition it deserves.

As a student, you are responsible for reading and following CQUniversity’s policies, including the Student Academic Integrity Policy and Procedure. This policy sets out CQUniversity’s expectations of you to act with integrity, examples of academic integrity breaches to avoid, the processes used to address alleged breaches of academic integrity, and potential penalties.

What is a breach of academic integrity?

A breach of academic integrity includes but is not limited to plagiarism, self-plagiarism, collusion, cheating, contract cheating, and academic misconduct. The Student Academic Integrity Policy and Procedure defines what these terms mean and gives examples.

Why is academic integrity important?

A breach of academic integrity may result in one or more penalties, including suspension or even expulsion from the University. It can also have negative implications for student visas and future enrolment at CQUniversity or elsewhere. Students who engage in contract cheating also risk being blackmailed by contract cheating services.

Where can I get assistance?

For academic advice and guidance, the Academic Learning Centre (ALC) can support you in becoming confident in completing assessments with integrity and of high standard.

What can you do to act with integrity?