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 theories and 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, strategy, digital communications 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 1 - 2019

Brisbane
Cairns
Melbourne
Online
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. Portfolio
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 Discussions at the discipline level.

Feedback

Unit learning outcomes need to be updated.

Recommendation

An updated list of unit learning outcomes have been proposed.

Feedback from Discussions at the discipline level.

Feedback

Assessment items need to be updated.

Recommendation

Assessment items have been updated and linked to the unit learning outcomes.

Feedback from Discussions at the discipline level, with all HOCs, and HOD.

Feedback

The marking rubrics for assessments one and two have been improved for T2 2018 and will be further adjusted for T3 2018.

Recommendation

New rubrics were designed and implemented in T2 2018.

Unit Learning Outcomes
On successful completion of this unit, you will be able to:
  1. Research and analyse the marketing environment and evaluate marketing opportunities.
  2. Analyse marketing concepts and theories in relation to business challenges, reflect upon the issues and synthesise complex information to develop solutions.
  3. Critically assess the key role of marketing management including digital and traditional communications in the business environment.
  4. Research, develop and communicate a comprehensive marketing plan.
  5. Effectively communicate marketing knowledge in general business contexts.
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
1 - Portfolio - 20%
2 - Report - 40%
3 - Examination - 40%

Alignment of Graduate Attributes to Learning Outcomes

Graduate Attributes Learning Outcomes
1 2 3 4 5
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 - Portfolio - 20%
2 - Report - 40%
3 - Examination - 40%
Textbooks and Resources

Textbooks

Prescribed

Marketing Management: An Asian Perspective 7th (2017)

Authors: Kotler, P., Keller, K. L., Swee, H. A., Tan, C. T., Leong, S.
Pearson United Kingdom
Harlow Harlow , United Kingdom
ISBN: 978-1-292-08958-4
Binding: Paperback

Additional Textbook Information

Hard copies of the textbook are available at the CQUni Bookshop here: http://bookshop.cqu.edu.au

Alternatively, the ebook copies can be purchased from the publisher's website: http://www.pearson.com.au/9781292089584

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
Saalem Sadeque Unit Coordinator
s.sadeque@cqu.edu.au
Ann Mitsis Unit Coordinator
a.mitsis@cqu.edu.au
Schedule
Week 1 Begin Date: 11 Mar 2019

Module/Topic

Defining marketing for new realities

Chapter

Chapter 1 

Events and Submissions/Topic

Tutorial activity: Sample article analysis 

Week 2 Begin Date: 18 Mar 2019

Module/Topic

Developing marketing strategies and plans

Chapter

Chapter 2 

Events and Submissions/Topic

Tutorial activity: Sample article analysis

Week 3 Begin Date: 25 Mar 2019

Module/Topic

Gathering information and forecasting demand

Chapter

Chapter 3 

Events and Submissions/Topic

Tutorial activity: Marketing plan activity 1

Week 4 Begin Date: 01 Apr 2019

Module/Topic

Conducting marketing research

Chapter

Chapter 4 

Events and Submissions/Topic

Assessment 1a: First portfolio article analysis due on 05th April (Friday); 11:45PM AEST (online submission only).


Tutorial activity: Assessment 1a - First portfolio article to be discussed in tutorials or online. See further information provided in Moodle under the Assessment Topic.

Week 5 Begin Date: 08 Apr 2019

Module/Topic

Creating customer value, satisfaction, and loyalty; Analyzing consumer markets; Identifying market segments and targeting

Chapter

Chapters 5, 6 & 8 

Events and Submissions/Topic

Tutorial activity: Marketing plan activity 2

Vacation Week Begin Date: 15 Apr 2019

Module/Topic

Vacation week

Chapter

Vacation week

Events and Submissions/Topic

Vacation week

Week 6 Begin Date: 22 Apr 2019

Module/Topic

Setting product strategies; Designing and managing services; Introducing new product offerings

Chapter

Chapters 12, 13 & 21 

Events and Submissions/Topic

Assessment 1b: Second portfolio article analysis due on 26th April (Friday); 11:45PM AEST (online submission only).


Tutorial activity: Assessment 1b - Second portfolio article to be discussed in tutorials or online. See further information provided in Moodle under the Assessment Topic.

Week 7 Begin Date: 29 Apr 2019

Module/Topic

Developing pricing strategies and programs

Chapter

Chapter 14 

Events and Submissions/Topic

Tutorial activity: Marketing plan activity 3

Week 8 Begin Date: 06 May 2019

Module/Topic

Designing and managing marketing channels and value networks; Managing retailing, wholesaling, and logistics

Chapter

Chapters 15 & 16 

Events and Submissions/Topic

Tutorial activity: Marketing plan activity 4

Week 9 Begin Date: 13 May 2019

Module/Topic

Designing and managing integrated marketing communications; Managing mass communications; Managing personal communications

Chapter

Chapters 17, 18 & 20 

Events and Submissions/Topic

Tutorial activity: Marketing plan activity 5

Week 10 Begin Date: 20 May 2019

Module/Topic

Managing digital communications

Chapter

Chapter 19 

Events and Submissions/Topic

Tutorial activity: Assessment 2 - Oral presentations will be held in tutorial classes for on-campus students or online via Zoom for distance education students. See further information provided in Moodle under the Assessment Topic.


Marketing Plan and Presentation Due: Week 10 Friday (24 May 2019) 11:45 pm AEST
Week 11 Begin Date: 27 May 2019

Module/Topic

Creating brand equity; Crafting the brand positioning

Chapter

Chapters 9 & 10 

Events and Submissions/Topic

Tutorial activity: Assessment 2 - Oral presentations will continue in tutorial classes for on-campus students or online via Zoom for distance education students. See further information provided in Moodle under the Assessment Topic.

Week 12 Begin Date: 03 Jun 2019

Module/Topic

Managing a holistic marketing organization; Review for exam

Chapter

Chapter 23 

Events and Submissions/Topic

Tutorial activity: Final exam review.

Review/Exam Week Begin Date: 10 Jun 2019

Module/Topic

Chapter

Events and Submissions/Topic

Exam Week Begin Date: 17 Jun 2019

Module/Topic

Exam Week 

Chapter

Events and Submissions/Topic

Your final exam will be scheduled and held during the Exam period. Be sure to check myCQU for the time and location information.

Assessment Tasks

1 Portfolio

Assessment Title
Portfolio Articles Analysis

Task Description

For this assessment, each student will be analysing two newspaper articles for tutorial discussion and submission on two separate weeks. The emphasis is on identifying the marketing implications for the events or incidents described in the selected articles. This is an individual assessment with a maximum word limit of 600 for each article analysis.


Select an article published online in any Australian newspaper no more than two weeks earlier than the submission deadline. For the week 4 submission, please choose an article published online between the 18th of March and the 31st of March 2019 (this is Assessment 1a). For the week 6 submission, please choose an article published online between the 08th of April and the 19th of April, 2019 (this is Assessment 1b). All submissions must contain a copy of the full article (in pdf) as an attachment. You should also reference the article in the main submission document with the correct URL in the reference list section (follow the APA guideline for all referencing).


For each article analysis prepare a write-up (in .doc or .docx format) of no more than 600 words for online submission. Each write-up should address the following three questions:

  1.  What are the marketing issues illustrated in the article?
  2.  Who are the important stakeholders?
  3.  How would you respond to these issues and why?


Each article analysis submission is worth 10% equating to a total of 20% of semester’s mark for the unit. Tutorial class activities in weeks 1 and 2 are designed to assist students in preparing for their week 4 and week 6 submissions.


Students must be prepared to discuss their article analysis during tutorial classes in weeks 4 and 6 respectively. Tutors will take note of the participants in class. Distance/online/flex students will discuss their analysis of articles 1 and 2 in the allocated Moodle discussion forum in weeks 4 and 6, respectively.


Any assessment with a ‘Turnitin’ score of more than 25% will be checked by the marker and unit coordinator for potential plagiarism issues although it may not necessarily mean that you have plagiarised. If there is a substantial similarity score in the ‘Turnitin’ report, your assessment could be forwarded to an appropriate office/authority.


Assessment Due Date

Assessment 1a - Portfolio Article 1 Due: 05th April, Friday of week 4 (11:45PM AEST); Assessment 1b - Portfolio Article 2 Due: 26th April, Friday of week 6 (11:45PM AEST)


Return Date to Students

Results will be released after moderations are completed.


Weighting
20%

Assessment Criteria

  • Descriptive text (5%)
  • Reflective analysis (85%)
  • Writing style (10%)

See Moodle for detailed marking rubric for assessment 1. Each article will be graded out of 100% and reduced to a mark out of 10 (2 x 10 marks = 20 marks for each assessment).


Penalties apply for exceeding word limit (1% mark will be deducted from the total mark for every 100 words over the allowed 600 words limit)


Penalties apply for late submission (5% mark will be deducted from the total mark per day unless an approved extension has been granted).


Referencing Style

Submission
Online

Submission Instructions
See due dates for submissions in Moodle under Assessment Topic

Learning Outcomes Assessed
  • Research and analyse the marketing environment and evaluate marketing opportunities.
  • Analyse marketing concepts and theories in relation to business challenges, reflect upon the issues and synthesise complex information to develop solutions.
  • Critically assess the key role of marketing management including digital and traditional communications in the business environment.
  • Effectively communicate marketing knowledge in general business contexts.


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

2 Report

Assessment Title
Marketing Plan and Presentation

Task Description

Assessment 2 requires students to work in groups of up to three (3) students on a selected product from a pre-determined list in order to prepare a comprehensive marketing plan. The assumption is that the product will be introduced into the Australian market in 2019. This is a group assessment and groups will be formed during week one tutorial classes. The marketing plan should be between 3000 and 4000 words in length excluding the executive summary, table of contents, tables, charts/graphs, the reference list and appendices. Your assessment should show an application of relevant marketing concepts, theories, and analytic tools learnt in the unit. Please choose one of the products from the list below.


Product Weblink
Archon https://www.indiegogo.com/projects/archon-the-invisible-wireless-charger--2#/
Nybble https://www.indiegogo.com/projects/nybble-world-s-cutest-open-source-robotic-kitten#/
Alfred https://www.indiegogo.com/projects/alfred-your-smart-home-touchscreen-deadbolt#/
MusicLens https://www.indiegogo.com/projects/musiclens-smart-glasses-you-want-to-use-everyday--2/coming_soon


  • Each student in the group needs to research, prepare and present one of the following sections of the marketing plan:

                    1. Situation analysis;

                    2. Target market identification including marketing objectives; and

                    3. Marketing mix strategy.

  • Each student should have enough content to present for 2 minutes on their section and should be prepared to answer any questions on their section. Each group will have maximum of 6 minutes to present. It is up to each group to rehearse and manage the time limit for the presentation.
  • For on-campus students, the presentations will start in Week 10 and it is expected that all groups are ready to present in week 10.
  • Distance students will present live via a Zoom session either during the day or in the evening to be determined by the Unit Coordinator starting in week 10.
  • For all students: if you are unable to attend a class/Zoom session and do not let your lecturer/Unit Coordinator know in advance or do not have a doctor’s certificate or a sufficient reason why you were not present, you will receive a zero mark for your presentation.


You can use the example given on pages 69-73 in the textbook as a guide. However, it is highly recommended to check other sources provided in unit’s Moodle page for examples of marketing plans. The preparation for this assessment involves extensive research and each group will need to start working on this assessment as early as possible. Both the marketing plan and the associated PowerPoint slides will need to be uploaded in Moodle under the “Assessment 2” submission link by the due date.


Any assessment with a ‘Turnitin’ score of more than 25% will be checked by the marker and unit coordinator for potential plagiarism issues although it may not necessarily mean that you have plagiarised. If there is a substantial similarity score in the ‘Turnitin’ report, your assessment could be forwarded to an appropriate office/authority.


Assessment Due Date

Week 10 Friday (24 May 2019) 11:45 pm AEST

Penalties apply for late submission (5% mark will be deducted from the total mark for Assessment 2 per day unless an approved extension has been granted).


Return Date to Students

Week 12 Friday (7 June 2019)

Please note that assessment marks will be released once marking and moderation processes have been completed.


Weighting
40%

Assessment Criteria

        · Executive summary (5%)

        · Introduction to the report (5%)

        · Situation analysis (20%)

        · Target market identification and marketing objectives (20%)

        · Marketing mix strategy and implementation plan (40%)

        · Mechanics (report format and writing style) (8%)

        · Referencing format (2%)


Please see the unit's Moodle page for detailed marking rubric for assessment 2.


Penalties apply for exceeding word limit (1% mark will be deducted from the total mark for every 100 words over the allowed 4000 words limit)


Referencing Style

Submission
Online Group

Submission Instructions
Please ensure you submit your work as a word document (.doc or .docx) through assessment 2 submission link in unit's Moodle page.

Learning Outcomes Assessed
  • Research and analyse the marketing environment and evaluate marketing opportunities.
  • Analyse marketing concepts and theories in relation to business challenges, reflect upon the issues and synthesise complex information to develop solutions.
  • Critically assess the key role of marketing management including digital and traditional communications in the business environment.
  • Research, develop and communicate a comprehensive marketing plan.
  • Effectively communicate marketing knowledge in general business contexts.


Graduate Attributes
  • Knowledge
  • Communication
  • Cognitive, technical and creative skills
  • Research
  • Self-management
  • Ethical and Professional Responsibility
  • Leadership

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).
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?