Overview
In this unit, you will examine the role and importance of marketing in an organisation. The concepts of marketing are explained in detail and you will understand how the marketing process works in an increasingly complex and competitive business environment. Marketing planning and strategy are covered together with an evaluation of the major tools and techniques used by contemporary professional marketers. If you have successfully completed the unit MRKT20019 you should not enrol in this unit.
Details
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 1 - 2017
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).
Recommended Student Time Commitment
Each 6-credit Postgraduate 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
Assessment Overview
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.
All University policies are available on the CQUniversity Policy site.
You may wish to view these policies:
- Grades and Results Policy
- Assessment Policy and Procedure (Higher Education Coursework)
- Review of Grade Procedure
- Student Academic Integrity Policy and Procedure
- Monitoring Academic Progress (MAP) Policy and Procedure – Domestic Students
- Monitoring Academic Progress (MAP) Policy and Procedure – International Students
- Student Refund and Credit Balance Policy and Procedure
- Student Feedback – Compliments and Complaints Policy and Procedure
- Information and Communications Technology Acceptable Use Policy and Procedure
This list is not an exhaustive list of all University policies. The full list of University policies are available on the CQUniversity Policy site.
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 Have your say survey
It was found that a few students need more time to complete each quiz test.
When designing the assessment next time, the course coordinator will allow 70 minutes (instead of 60 minutes for 50 Multiple Choice Questions) for each quiz test.
The unit coordinator allowed 70 minutes for each quiz test.
- critically understand and assess the key role of marketing management in the business environment
- explain and outline the strategic marketing process
- demonstrate critical thinking about the marketing environment and appraise marketing opportunities
- formulate and support a customer-driven marketing strategy
- develop, effectively communicate and evaluate a comprehensive marketing plan and program
- evaluate and apply the concept of responsible marketing.
Alignment of Assessment Tasks to Learning Outcomes
| Assessment Tasks | Learning Outcomes | |||||
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | 6 | |
| 1 - Online Test - 20% | ||||||
| 2 - Written Assessment - 40% | ||||||
| 3 - Written Assessment - 40% | ||||||
Alignment of Graduate Attributes to Learning Outcomes
| Graduate Attributes | Learning Outcomes | |||||
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | 6 | |
| 1 - Knowledge | ||||||
| 2 - Communication | ||||||
| 3 - Cognitive, technical and creative skills | ||||||
| 4 - Research | ||||||
| 5 - Self-management | ||||||
| 6 - Ethical and Professional Responsibility | ||||||
| 7 - Leadership | ||||||
| 8 - Aboriginal and Torres Strait Islander Cultures | ||||||
Alignment of Assessment Tasks to Graduate Attributes
| Assessment Tasks | Graduate Attributes | |||||||
|---|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | |
| 1 - Online Test - 20% | ||||||||
| 2 - Written Assessment - 40% | ||||||||
| 3 - Written Assessment - 40% | ||||||||
Textbooks
Marketing Management: An Asian Perspective
Edition: 6th (2013)
Authors: Philip Kotler, Kevin Lane Keller, Swee Hoon Ang, Siew Meng Leong, Chin Tiong Tan
Pearson
Singapore
Binding: Paperback
Additional Textbook Information
This book is an e-book created by the publisher upon receiving a request from the unit coordinator. The price for this textbook is A$50 only; making this more affordable to our students. This textbook is available online for purchase at the following URL: www.pearson.com.au/9789814576611
Paper copies are still available, if preferred at CQUni Bookshop: http://bookshop.cqu.edu.au
IT Resources
- CQUniversity Student Email
- Internet
- Unit Website (Moodle)
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.
p.sultan@cqu.edu.au
Module/Topic
Chapter
Events and Submissions/Topic
Module/Topic
Gathering Information and Scanning the Marketing Environment
Chapter
3
Events and Submissions/Topic
Module/Topic
Marketing Research and Forecasting Demand
Chapter
4
Events and Submissions/Topic
Module/Topic
Analyzing Customer Value, Satisfaction and Loyalty
Analyzing Consumer Markets
Creating Market Segments and Targeting
Chapter
5
6
8
Events and Submissions/Topic
Module/Topic
Product Strategy
Designing and Managing Services
New Market Offerings
Chapter
12
13
20
Events and Submissions/Topic
Module/Topic
X
Chapter
X
Events and Submissions/Topic
X
Individual Written Task - 2 Due: Vacation Week Friday (14 Apr 2017) 5:00 pm AEST
Module/Topic
Developing Pricing Strategies and Programs
Chapter
14
Events and Submissions/Topic
Module/Topic
Designing and Managing Marketing Channels and Value Networks
Managing Retailing, Wholesaling and Logistics
Chapter
15
16
Events and Submissions/Topic
Module/Topic
Designing and Managing Integrated Marketing Communications
Managing Mass Communications
Managing Personal Communications
Chapter
17
18
19
Events and Submissions/Topic
Module/Topic
Competitive Dynamics
Chapter
11
Events and Submissions/Topic
Module/Topic
Customer-Centric Marketing Planning in the Corporate, Division and Business Unit Levels
Chapter
2
Events and Submissions/Topic
Module/Topic
Tapping into Global Markets
Chapter
21
Events and Submissions/Topic
Module/Topic
Managing a Holistic Marketing Organization
Unit Review
Chapter
22
Events and Submissions/Topic
Module/Topic
Chapter
Events and Submissions/Topic
Module/Topic
Chapter
Events and Submissions/Topic
1 Online Test
Due date
Online quiz 1 starts in week 4 (at 7:00 AM AEST Friday) and closes in week 5 (at 5:00 PM AEST Sunday) in Moodle.
Online quiz 2 starts in week 10 (at 7:00 AM AEST Friday) and closes in week 11 (at 5:00 PM AEST Sunday) in Moodle.
Chapters to be covered
Online quiz 1: All the chapters between week 1 and week 5.
Online quiz 2: All the chapters between week 6 and week 11.
Number of MCQs
50 questions will appear randomly in each test.
Weighting
20% (in two quiz tests).
Duration
70 minutes for each test.
Note: All times shown are in Australian Eastern Standard Time – you may need to adjust for your own time zones if completing the online test. The test can only be taken once, so do not open the test until you are ready to complete the entire test.
Important Advice
- You can get some sample quizzes on the unit Moodle site for exercises. Alternatively, publisher's quizzes are located at www.pearson.com.au/mymarketinglab, provided you have bought the textbook.
- Responsibility for access, ISP, browsers, connection and the computer you use (irrespective of who owns it) remains with the student. Failure of equipment is not a ground for special consideration, extensions of tests or special arrangements. Use of computers/computer labs on university campuses does not absolve students of their responsibility for having reliable and continued access to the worldwide web.
- The unit coordinator will not open the quiz again for problems related to last minute attempts. Special consideration or arrangements will not be granted where the student attempts to complete the online tests WITHIN THE LAST 24 HOURS of the test and encounters problems that cannot be resolved before the expiry of the online tests. Extension of the deadline for submitting the quiz will only be considered as per the ‘Assessment of Coursework Procedure’ policy.
- Refer system access problems (e.g. MOODLE login or password issues) to the Client Service Centre at tasac@cqu.edu.au as early as possible.
- “My computer has frozen up during an online test – what do I do?” The first thing to do is “don’t panic”! Email the unit coordinator immediately for assistance identifying THE NATURE OF THE PROBLEM (WITH AN IMAGE, IF POSSIBLE), THE UNIT CODE, UNIT NAME, THE QUIZ NUMBER, YOUR FULL NAME, STUDENT NUMBER AND CAMPUS. Any omissions of this required information may delay a response.
- If a student requests a reset of their account and the Unit Coordinator agrees to that request, but subsequently the student does not complete the test within the deadline, it will be deemed that the test has not been completed and a score of zero will apply. Note that the determination of whether the online test result was affected by technical difficulties will be solely the prerogative of the Unit Coordinator. Simply doing poorly in a test and then asking for a reset will not be considered.
Closes on Sunday at 5 PM AEST/week 5 and week 11
The score will be available in Moodle.
Marking Criteria
Online marking. The online quiz tests aim to engage students with the conceptual understanding of the unit resources. You can get some sample quizzes on the unit Moodle site for exercises. You will be given 70 minutes ONLY for each test. The total score for the quiz is 20 marks, or 10 marks for each test.
- critically understand and assess the key role of marketing management in the business environment
- explain and outline the strategic marketing process
- demonstrate critical thinking about the marketing environment and appraise marketing opportunities
- evaluate and apply the concept of responsible marketing.
- Knowledge
- Communication
- Cognitive, technical and creative skills
- Research
- Self-management
- Ethical and Professional Responsibility
2 Written Assessment
Individual Written Task - 2:
This assessment task requires you to analyze the "marketing and competitive environment" of a University brand (such as "CQUniversity" etc.) in Australia. Consider that you are a marketing manager of one such University in Australia. The analysis of the marketing and competitive environment should include (but is not limited to): background, market summary, and demand assessment, segmentation & target market, current marketing mix analysis [including current offer (product/service), distribution, promotion, and price], PEST analysis, competitor analysis of a close competitor/competing brand), SWOT analysis, and value & brand positioning analyses.
Notes:
- The word limit for this report is 1500, excluding abstract or executive summary and references.
- It is expected that the report will be based on research findings, including data and information from the Australian Bureau of Statistics, Austrade, relevant and authentic Websites, textbooks, recent (i.e., 2012-2017) and relevant journal papers, personal experience and observation.
- This report requires students to demonstrate an understanding of relevant concepts, theories, tools, and models covered up to week 5 (at a minimum level).
- You need to follow similar examples that are available in your textbook, Moodle site and/or on the Web.
- You are strongly suggested to attend the lecture, tutorial, and online discussion sessions.
- Each assessment must be uploaded as a .doc or .docx file (word file).
- The "Turnitin" matching rate must not exceed 30%. The unit coordinator in consultation with the Deputy Dean of Learning and Teaching (DDLT) will decide about the nature of a penalty for a greater than 30% matching rate.
- Please familiarize yourself with the policies, such as assessment extension, late submission penalty and the like.
- If you have any difficulty, please discuss this with your lecturer/tutor and unit coordinator.
Vacation Week Friday (14 Apr 2017) 5:00 pm AEST
Week 8 Friday (5 May 2017)
- Title page, table of contents and abstract: 2 marks
- Background: 4 marks
- Market summary and demand assessment: 4 marks
- Segmentation and target market: 4 marks
- Current marketing mix analyses: 4 marks
- PEST analyses: 4 marks
- Competitor analyses: 4 marks
- SWOT analyses: 4 marks
- Value and brand positioning analyses: 4 marks
- Conclusion: 2 marks
- Citation, language, format and references: 4 marks
- critically understand and assess the key role of marketing management in the business environment
- explain and outline the strategic marketing process
- demonstrate critical thinking about the marketing environment and appraise marketing opportunities
- formulate and support a customer-driven marketing strategy
- develop, effectively communicate and evaluate a comprehensive marketing plan and program
- evaluate and apply the concept of responsible marketing.
- Knowledge
- Communication
- Cognitive, technical and creative skills
- Research
- Self-management
- Ethical and Professional Responsibility
- Leadership
3 Written Assessment
Individual Written Task - 3
This individual written task 3 is directly related to your mid-term assessment (i.e., individual written task 2). This final task is a summative assessment and a portfolio that builds upon the assessment task 2. Therefore, this final task requires your knowledge, skills, experience, and feedback that you learned from the assessment task 2. In fact, about 50% discussion of your written task 3 will be generated from the assessment task 2. However, please make sure that the "turnitin" matching rate is still less than 30%.
While the assessment task 2 asked you to analyze and prepare a report on 'marketing and competitive environment of a University Brand', the assessment task 3 requires you to prepare a marketing plan for 2018 for the same University Brand based on your analysis of 'marketing and competitive environment of a University Brand'. The marketing plan should include (but is not limited to): executive summary, background, market summary and demand analysis, demography including segmentation & target market analysis, PEST analysis, competitor analysis including their aim, objective and marketing promotion analysis (write about a close competing brand), SWOT analysis, value & brand positioning analyses, proposed marketing aim and promotional objectives for 2018 with justification, marketing mix strategies, competitive strategies, media and budget allocation for 2018 with justification, expected outcomes and conclusion, and finally, references.
Notes:
- The word limit for this report is 3000, excluding abstract or executive summary and references.
- It is expected that the report will be based on research findings, including data and information from the Australian Bureau of Statistics, Austrade, relevant and authentic Websites, textbooks, recent (i.e., 2012-2017) and relevant journal papers, personal experience and observation, and your formative assessment (i.e., individual written task 2).
- This report requires students to demonstrate an understanding of relevant concepts, theories, tools, and models discussed in this unit.
- You need to follow similar examples that are available in your textbook, Moodle site and/or on the Web.
- You are strongly suggested to attend the lecture, tutorial, and online discussion sessions.
- Each assessment must be uploaded as a .doc or .docx file (word file).
- The "Turnitin" matching rate must not exceed 30%. The unit coordinator in consultation with DDLT will decide about the nature of a penalty for a greater than 30% matching rate.
- Please familiarize yourself with the policies, such as assessment extension, late submission penalty and the like.
- Please cite and reference relevant data and information, where applicable. The examiners expect authentic citations/references for GDP data, per capita income, sales data, demographic data, market share and growth related data and the like.
-
For data related to media and budget allocation, BCG matrix, industry - competitors' sales/market share, product life cycle (PLC), market share and growth data, and the like can be hypothetically developed (if you do not find those). In these cases, simply write “source: assumed and prepared for this assignment task only”. Please remember that the data/info that is readily available on the Web or in other published resources cannot be 'assumed' for the purpose of this assessment task.
- If you have any difficulty, please discuss this with your lecturer/tutor and unit coordinator.
Week 12 Friday (2 June 2017) 5:00 pm AEST
Exam Week Friday (16 June 2017)
- Title page, table of contents, executive summary: 3 marks
- Background: 2 marks
- Market and demand assessment, including demography, segmentation & target market analysis: 3 marks
- PEST analysis: 2 marks
- Competitor analysis including their aim, objective and marketing promotion analysis: 3 marks
- SWOT analysis: 2 marks
- Value & brand positioning analyses: 2 marks
- Marketing aim and promotional objectives for 2018: 4 marks
- Marketing mix strategies: 5 marks
- Competitive strategies: 5 marks
- Media and budget allocation for 2018: 5 marks
- Expected outcomes and conclusion: 2 marks
- Citation, language, format, and references: 2 marks
- critically understand and assess the key role of marketing management in the business environment
- explain and outline the strategic marketing process
- demonstrate critical thinking about the marketing environment and appraise marketing opportunities
- formulate and support a customer-driven marketing strategy
- develop, effectively communicate and evaluate a comprehensive marketing plan and program
- evaluate and apply the concept of responsible marketing.
- Knowledge
- Communication
- Cognitive, technical and creative skills
- Research
- Self-management
- Ethical and Professional Responsibility
- Leadership
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?
