Overview
In this unit, you will examine the role and importance of marketing in an organisation. The concepts of marketing are examined and you will assess how the marketing process works in an increasingly complex and competitive business environment. You will analyse marketing planning and strategy and evaluate various tools and techniques used by professional marketers. The increasing attention to social media and the digital space as a means of connecting organisations to customers and stakeholders is also an underlying theme addressed 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 2 - 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
Quiz tests with 50 questions and for 70 minutes were found lengthy.
A revision in all assessments is under consideration.
- Critically assess the key role of marketing management in the business environment
- Examine strategic marketing processes in organisations
- Analyse marketing environment and appraise marketing opportunities
- Formulate and support a customer-driven marketing strategy
- Develop, communicate and evaluate a comprehensive marketing plan and program using both traditional and emerging tools, including digital communication and social media platforms
- 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 - Presentation - 20% | ||||||
| 2 - Report - 40% | ||||||
| 3 - Examination - 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 - Presentation - 20% | ||||||||
| 2 - Report - 40% | ||||||||
| 3 - Examination - 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)
- Microsoft office suite
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.
r.ramsaran@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
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
Digital Communications
Chapter
Readings are in Moodle
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
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 Presentation
Assignment submission
For students located on the metro campuses (Sydney, Brisbane and Melbourne): This assessment will be a team effort. Your campus tutor will help organise you in a team of 5 members, preferably from different cultures by Week 3. The objectives of the team-based assessment are to enable you to develop your communication and interpersonal skills, achieve cross-cultural understanding, strengthen your critical and rational thinking abilities and learning and enjoy different perspectives on the same topic. You are to identify a team leader for your group and inform your campus tutor who will submit the group members’ and team leaders’ list to the Unit Co-ordinator by the end of Week 4. A distributed leadership approach whereby team members may assume the leadership role at different stages of the team development can also be implemented depending on the preferences of your group. No change in team members will be allowed afterwards.
As a team player, you are expected to do all preparatory work before meetings, attend all meetings arranged in conjunction with team members by the team leader whether it is online, on the phone or in class, contribute significantly to the group work and seriously attend to the share of work assigned to you. The team leader ONLY will upload your final assignment in Moodle by the deadline date and time. The team will present their work to their campus tutor and fellow students at a time specified by your tutor for not more than 5 minutes for each group, usually in the tutorial of Week 6 (and Week 7 if necessary). Your presentation will be marked both on the quality of the presentation as well as the content. Your campus tutor will mark your work and presentation and this will be moderated by the Unit Co-ordinator. Your presentation should not be more than 5 minutes in class, so make sure you practice your presentation and abide by the time limit. Team members will report students who did not contribute in an effective way to the assignment work to the campus tutor. Therefore, each team member may not achieve the same mark for this assignment. Students who did not belong to a group will get 0 marks. Your campus tutor will provide you with immediate feedback how the content can be improved but will not disclose marks until the return date for assignments. Feedback on your presentation will allow you to know if you are on track for the next assessment.
For distance education students: You can either submit an individual assignment by the deadline date or team up with one or more distance education student. You can use the Moodle social forum to find team members. Please inform the Unit Co-ordinator of your team membership by the end of Week 3. You are to produce the PowerPoint slides with voiceover (5 minute maximum presentation) and the team leader only will upload the slides in moodle. You do not need to read the in text referencing or references at the end of the slides when recording your voice. You should use a headset with microphone preferably or speak loudly if you use the inbuilt microphone on your laptop/computer. Please make sure your voice is clear, can be heard and understood when playing the PowerPoint slides before you upload your work into Moodle as a pptx.file. For hints on how to convert a PowerPoint slide to a presentation with voice over, please view the links below. Adding Voice Over to PowerPoint Presentations in 5 Easy Steps: http://www.emergingedtech.com/2012/12/add-voice-over-to-powerpoint-presentations-in-5-easy-steps/
Moodle will automatically submit your draft by the deadline date for marking, so please make sure you have uploaded the correct file for marking by the deadline date and time. The Unit Co-ordinator will not accept any files by email by individual students. You need to start working on this assessment as soon as Week 3 as it involves lots of research and team preparation and you should not wait until the last minute to do this assessment. Any assignment with a Turnitin Score of more than 20% will be checked by the marker for plagiarism although it may not necessarily mean that you have plagiarised.
Assignment task
Choose any ONE new product from the website http://luxatic.com/
Your task is to undertake a market opportunity analysis for that new product in Australia. You are to provide a 5 minute maximum PowerPoint presentation with the following slides as a guideline. Your presentation should be an application of all marketing concepts, theories, tools and model discussed in the Unit until week 5 to that new product.Your PPT presentation should not be more than 7 slides. The PowerPoint slides will need to be uploaded in Moodle under the “Assessment 1” link as a pptx file (not as an mp4). A font size of at least 20 should be used.
Assessments 1 and 2 are related and you will continue to write an individual report on the same product in Assessment 2. Assessment 1 is in fact the first part of writing up a marketing plan and Assessment 2 is the second part. You can use the example given on pages 77-81 on the marketing textbook as a guide. However, you are highly recommended to check other sources for examples of marketing plans as the one in the textbook is not the best one.
Your slides should be as listed below.
1. Title slide- with student names, id numbers, unit code, campus, term, year and assessment number. Introduce yourselves.
2. Background - new product description and aims and objectives of the assignment
3. Relevant trends in the marketing environment related to the product
4. Marketing research techniques and analysis
5. Market summary and demand assessment
6. Brief summary of the proposed marketing mix
7. Reference list: at least 8 references (correctly referenced as per APA style)
It is expected your assignment will be based on research findings, including data, information from the Australian Bureau of Statistics, Austrade, relevant and authentic websites, textbooks, recent and relevant journal papers (2010-2017), personal experience and observation. The assignment requires students to demonstrate an understanding of relevant materials covered up to Week 5. You are strongly advised to attend the lectures, tutorials and online discussions. Please familiarize yourself with the University’s policies such as Assessment Policy and Procedure especially the sections on assessment extension, late submission penalty and so on. If you have any difficulty please discuss with your lecturer/tutor.
Week 6 Friday (25 Aug 2017) 1:00 pm AEST
Monday (11 Sept 2017)
| Marking criteria | Maximum |
| 1. Professional PowerPoint slides with no spelling mistakes; clear pronunciation and good fluency; professional presentation, referencing | 5 |
| 2. Contents- Marketing opportunity analysis | 15 |
| TOTAL | 20 |
| Late penalty if applied (1 mark per late day) | |
| Penalty for plagiarism if applied | |
| Modified total score |
- Critically assess the key role of marketing management in the business environment
- Examine strategic marketing processes in organisations
- Analyse marketing environment and appraise marketing opportunities
- Formulate and support a customer-driven marketing strategy
- Develop, communicate and evaluate a comprehensive marketing plan and program using both traditional and emerging tools, including digital communication and social media platforms
- Evaluate and apply the concept of responsible marketing.
- Knowledge
- Communication
- Cognitive, technical and creative skills
- Research
- Self-management
2 Report
Assignment submission
All assignments should be submitted online through the MRKT 20052 Moodle site. Assignments will be checked by Turnitin and compared to other sources to provide students and lecturers with a similarity score. Reports with a similarity score index of more than 20% will be checked for plagiarism by the marker (although it may not necessarily mean that the student has plagiarised). Moodle will automatically submit your draft by the deadline date for marking, so please make sure you have uploaded the correct file by the deadline date and time. The Unit Co-ordinator will not accept any files by email by individual students. You need to start working on this assessment as soon as Week 7 as it involves lots of research and team preparation and you should not wait until the last minute to do this assessment.
Assignment task
Assessments 1 and 2 are related. Your task is to write an INDIVIDUAL report of no more than 2000 words on the second part of the marketing plan for the new product you chose for Assessment 1 from the website http://luxatic.com/. Changing the product will not be allowed at this stage. Your assignment should be an application of relevant marketing concepts learnt until Week 12. There is no need to go into details about explaining marketing concepts, rather it should be an applied discussion in the case of the new product. You can use the example given on pages 77-81 on the marketing textbook as a guide. However, you are highly recommended to check other sources for examples of marketing plans.
To enhance the presentation of your assignment, you can use headings and sub-headings. The assessment marking criteria should guide you for this assessment task. Please use Times New Roman with font 12 and 1.5 line spacing in the Word document. Familiarize yourself with the University’s policies such as Assessment Policy and Procedure and so on. If you have any difficulty please discuss with your lecturer/tutor.
Week 12 Tuesday (3 Oct 2017) 1:00 pm AEST
Certification of Grades Day
| Marking criteria | Maximum |
| Report structure (including title page with your name, student id, campus, unit code, term and year; executive summary; table of contents), grammar, presentation, introduction (background info on product), conclusion and referencing | 5 |
CONTENTS
|
35 (5 marks for each criteria) |
| TOTAL | 40 |
| Late penalty if applied (2 marks per late day) | |
| Penalty for plagiarism if applied | |
| Modified total score |
- Critically assess the key role of marketing management in the business environment
- Examine strategic marketing processes in organisations
- Analyse marketing environment and appraise marketing opportunities
- Formulate and support a customer-driven marketing strategy
- Develop, communicate and evaluate a comprehensive marketing plan and program using both traditional and emerging tools, including digital communication and social media platforms
- Evaluate and apply the concept of responsible marketing.
- Knowledge
- Communication
- Cognitive, technical and creative skills
- Research
Examination
Dictionary - non-electronic, concise, direct translation only (dictionary must not contain any notes or comments).
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?
