CQUniversity Unit Profile
MRKT20052 Marketing Management and Digital Communications
Marketing Management and Digital Communications
All details in this unit profile for MRKT20052 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

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

Career Level: Postgraduate
Unit Level: Level 8
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 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

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

Assessment Overview

1. Presentation
Weighting: 20%
2. Report
Weighting: 40%
3. Examination
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 Have your say survey

Feedback

Quiz tests with 50 questions and for 70 minutes were found lengthy.

Recommendation

A revision in all assessments is under consideration.

Unit Learning Outcomes
On successful completion of this unit, you will be able to:
  1. Critically assess the key role of marketing management in the business environment
  2. Examine strategic marketing processes in organisations
  3. Analyse marketing environment and appraise marketing opportunities
  4. Formulate and support a customer-driven marketing strategy
  5. Develop, communicate and evaluate a comprehensive marketing plan and program using both traditional and emerging tools, including digital communication and social media platforms
  6. Evaluate and apply the concept of responsible marketing.
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
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

Alignment of Assessment Tasks to Graduate Attributes

Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7
1 - Presentation - 20%
2 - Report - 40%
3 - Examination - 40%
Textbooks and Resources

Textbooks

Prescribed

Marketing Management: An Asian Perspective 6th (2013)

Authors: Philip Kotler, Kevin Lane Keller, Swee Hoon Ang, Siew Meng Leong, Chin Tiong Tan
Pearson
Singapore
ISBN:
Binding: Paperback

Additional Textbook Information

This book is an ebook 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

You will need access to the following IT resources:
  • CQUniversity Student Email
  • Internet
  • Unit Website (Moodle)
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
Parves Sultan Unit Coordinator
p.sultan@cqu.edu.au
Schedule
Week 1 Begin Date: 06 Nov 2017

Module/Topic

Marketing in the 21st Century

Chapter

1

Events and Submissions/Topic

Week 2 Begin Date: 13 Nov 2017

Module/Topic

Gathering Information and Scanning the Marketing Environment

Chapter

3

Events and Submissions/Topic

Week 3 Begin Date: 20 Nov 2017

Module/Topic

Marketing Research and Forecasting Demand

Chapter

4

Events and Submissions/Topic

Week 4 Begin Date: 27 Nov 2017

Module/Topic

Analyzing Customer Value, Satisfaction, and Loyalty; Analyzing Consumer Markets; Creating Market Segments and Targeting

Chapter

5, 6, 8

Events and Submissions/Topic

Vacation Week Begin Date: 04 Dec 2017

Module/Topic

Chapter

Events and Submissions/Topic

Week 5 Begin Date: 11 Dec 2017

Module/Topic

Product Strategy; Designing and Managing Services; New Market Offerings

Chapter

12, 13, 20

Events and Submissions/Topic

Week 6 Begin Date: 18 Dec 2017

Module/Topic

Developing Pricing Strategies and Programs

Chapter

14

Events and Submissions/Topic

Week 7 Begin Date: 01 Jan 2018

Module/Topic

Designing and Managing Marketing Channels and Value Networks; Managing Retailing, Wholesaling, and Logistics

Chapter

15, 16

Events and Submissions/Topic

1) Assessment task due: Presentation
Team presentation Due: Week 7 Friday (5 Jan 2018) 5:00 pm AEST
Week 8 Begin Date: 08 Jan 2018

Module/Topic

Designing and Managing Integrated Marketing Communications; Managing Mass Communications; Managing Personal Communications

Chapter

17, 18, 19

Events and Submissions/Topic

Week 9 Begin Date: 15 Jan 2018

Module/Topic

Digital Communications

Chapter

Readings are in Moodle

Events and Submissions/Topic

Week 10 Begin Date: 22 Jan 2018

Module/Topic

Competitive Dynamics

Chapter

11

Events and Submissions/Topic

2) Assessment task due: Reports
Report Due: Week 10 Friday (26 Jan 2018) 5:00 pm AEST
Week 11 Begin Date: 29 Jan 2018

Module/Topic

Customer Centric Marketing Planning in the Corporate, Division and Business Unit Levels

Chapter

2

Events and Submissions/Topic

Week 12 Begin Date: 05 Feb 2018

Module/Topic

Managing a Holistic Marketing Organization + Unit Review + Exam Advice

Chapter

22

Events and Submissions/Topic

Review/Exam Week Begin Date: 12 Feb 2018

Module/Topic

Chapter

Events and Submissions/Topic

Exam Week Begin Date: 12 Feb 2018

Module/Topic

Chapter

Events and Submissions/Topic

Assessment Tasks

1 Presentation

Assessment Title
Team presentation

Task Description

Assessment task:


The assessment task 1 (presentation) is a plan of activities for assessment task 2 (report). In the assessment task 1 (presentation), each team/individual needs to present: how you can develop and deliver a better value to a brand. Please choose a brand from one of the following product or service categories.


a) An engineering consultancy service at a local town/city,

b) A beachfront motel at a local town/city,

c) A home delivery service at a local town/city, or

d) A socially innovative product for a local town/city/community.


Assessment instructions:


  • Prepare your PowerPoint presentation with 10 slides (maximum). Each team will have up to 15 minutes (maximum) to present their task.
  • For face-to-face/metro-campus students: you need to form a team of three (03) members (maximum) between week 1 and week 4. All in-class presentations will take place in weeks 5, 6 and 7. Your local campus lecturer/tutor will help you in forming a team and scheduling your presentation task in a timely manner. You will receive some brief feedback from your campus lecturer/tutor immediately after your presentation. Your campus lecturer/tutor is responsible to mark your assessment tasks; however, the marked tasks could be moderated by the unit coordinator. It is expected that each team member contributes to the task equally. You will also need to upload the task on the Moodle site by week 7.
  • For distance, online or flex students: you can either submit your assessment task individually or team up with one or more distance, online or flex students. You can use Moodle’s social/discussion forum to find other team members. You need to have a voiceover in your PowerPoint slides. For hints on how to convert a PowerPoint slide to a presentation with voiceover, please view the links below. Adding a voiceover to PowerPoint presentations in 5 easy steps: http://www.emergingedtech.com/2012/12/add-voice-over-to-powerpoint-presentations-in-5-easy-steps/. You can also watch some YouTube videos. Please upload the task on the Moodle site by week 7. Your unit coordinator will provide you some brief feedback and mark your task.
  • Any assessment 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. If we find a substantial matching rate in the ‘Turnitin’ report, your task will be forwarded to an appropriate office/authority for necessary actions.
  • Please ensure that your presentation includes relevant marketing concepts, theories, tools, and models discussed in the unit until week 5.
  • Please familiarise yourself with the Universty's assessment policy and procedure, grading policy, assessment extension policy, late submission penalty, plagiarism policy and the like.


Assessment Due Date

Week 7 Friday (5 Jan 2018) 5:00 pm AEST


Return Date to Students

Week 7 Friday (5 Jan 2018)


Weighting
20%

Assessment Criteria

Marking criteria and expected contents of the presentation:


  • Title slide – (2 marks) – includes students’ names, ID numbers, unit code and name, campus, term and year, the title of the assessment task, and names of the unit coordinator, lecturer, and tutor.
  • Background – (5 marks) – includes an aim of this assessment, a brief explanation about a product, service or brand chosen, and its competitors. A brief outline of target markets, current value and its position in the market, and justification for proposing a better value should also be included in this section.
  • Research methods – (5 marks) – includes a brief outline of the tools, resources, and techniques that will be used to identify, gather and analyse data/information about target markets, customer values, brand’s current and offered value, and competitors’ value propositions.
  • Current value analysis – (5 marks) – includes a design about how you will describe and explain customers’ perceived value of a chosen product, service or brand, and how competitors meet those values. Based on current theories, you also need to demonstrate how you will position your brand’s values as compared to customers’ perceived values and competitors’ values.
  • Conclusion and references – (3 marks) – includes a summary of the presentation, and a list of at least 15 citations and references of some published academic and research papers, textbooks and authentic Web sources.



Referencing Style

Submission
Online

Learning Outcomes Assessed
  • 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.


Graduate Attributes
  • Knowledge
  • Communication
  • Cognitive, technical and creative skills
  • Research
  • Self-management

2 Report

Assessment Title
Report

Task Description

Assessment task:


Assessments 1 and 2 are related. While assessment 1 is a group presentation and a plan of actions, assessment 2 is an individual report that is based on the findings of the plan of actions. You will prepare a marketing promotion plan, including digital communications with an aim to deliver and communicate better values for a chosen product, service or brand, and for the targeted market(s). You have to work with the same product, service or brand and within the same category that you have chosen for the assessment task 1. However, this is an individual assessment task so you are required to demonstrate your own original work.


Assessment instructions:


  • This individual report will have 2500–3000 words between introduction and conclusion sections. Please upload the task through the appropriate Moodle link by week 10.
  • It is expected that the report will be based on some research findings, including data and information from the Australian Bureau of Statistics, Austrade, relevant and authentic Web sites, textbooks, recent and relevant journal papers, and will use your experience and observation based on the formative assessment (i.e., presentation/assessment task 1).
  • Each assessment must be uploaded as a .doc or .docx file (word file).
  • Any assessment with a ‘Turnitin’ score of more than 20% will be checked by the marker and unit coordinator for plagiarism although it may not necessarily mean that you have plagiarised. If we find a substantial matching rate in the ‘Turnitin’ report, your task will be forwarded to an appropriate office/authority for necessary actions.
  • You are strongly suggested to attend the lecture, tutorial, and discussion sessions. Please also follow the examples available on the Moodle site, textbook, and/or on the Web.
  • Please ensure that your presentation includes relevant marketing concepts, theories, tools, and models discussed in the unit until week 10.
  • Please cite and reference relevant data and information, where applicable. Your examiners expect authentic citations/references for GDP data, per capita income, sales data, demographic data, market share and growth-related data and the like.
  • Where applicable, 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. This is applicable if you do not find relevant data in various secondary sources. In these cases, simply write “source: assumed and prepared for this assignment task only”. Please remember that the data/information that is readily available on the Web or in other published resources cannot be 'assumed' for this assessment task.
  • Please familiarise yourself with the Universty's assessment policy and procedure, grading policy, assessment extension policy, late submission penalty, plagiarism policy and the like.
  • If you have any difficulty, please discuss this with your lecturer/tutor and unit coordinator.




Assessment Due Date

Week 10 Friday (26 Jan 2018) 5:00 pm AEST


Return Date to Students

Week 12 Friday (9 Feb 2018)


Weighting
40%

Assessment Criteria

Marking criteria and expected contents of the report:


  • Title page, table of contents and executive summary – (3 marks) – includes a title page, table of contents and executive summary that are professionally written and organized. The executive summary contains the purposes and structurally presents the whole report in 3-5 paragraphs on a page.
  • Background – (6 marks) – includes an aim, a brief explanation about the product or service chosen within a category described above, target market, a brief discussion about the current value and its position in the market as compared to its competitors, and justification for proposing a better value.
  • Research methods – (6 marks) – includes a brief outline and justification of the tools, resources, and techniques used to (i) gather and analyse data/information about the target market, customer value and competitors’ value propositions; and (ii) design and communicate future value propositions for the chosen product/service.
  • Current value analysis – (10 marks) – includes a presentation, analysis and explanation of customers’ perceived value for the chosen product, service or brand; and how competitors meet those values. You also need to demonstrate the current ‘value’ position of your chosen product, service or brand within the industry/category described above. In this instance, use of theoretical frameworks, including important—performance framework to explain value positioning, would be useful.
  • Marketing promotion plan – (10 marks) – includes a clear demonstration of the objectives of the marketing promotional mix elements, including digital communications and allocated budgets in order to convey better and right values to the target market(s). The media and budget allocation for each of the promotional mix elements are structured and mapped against the objectives of the promotional mix elements. The discussion is consistent, succinct and specific with product, service or brand value analysis, competitor analysis, brand positioning analysis.
  • Conclusion, language, format, and references – (5 marks) – includes a summary of the report with correct grammar, spelling and punctuation, formatting, citation and referencing styles. Provide a list of at least 15 citations and references of some published academic and research papers, textbooks and authentic Web sources.


Referencing Style

Submission
Online

Learning Outcomes Assessed
  • 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.


Graduate Attributes
  • Knowledge
  • Communication
  • Cognitive, technical and creative skills
  • Research

Examination

Outline
Complete an invigilated examination

Date
During the examination period, at a CQUniversity examination centre

Weighting
40%

Length
120 minutes

Details
Dictionary - non-electronic, concise, direct translation only (dictionary must not contain any notes or comments).
Calculator - non-programmable, no text retrieval, silent only
Closed Book
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?