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 3 - 2019

Brisbane
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 Student Evaluations

Feedback

Students find the group assessment of developing a marketing plan challenging.

Recommendation

A case study has been developed for the students with specific questions for each week's tutorial class during the term. These case questions relate to specific sections of the marketing plan and are designed to assist students in building skills so that they can apply to the various components of the marketing plan group assessment. The students felt more confident in completing the marketing plan when they engaged with these tutorial case questions. The case study will continue to be used for building students skills.

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 Education Ltd.
Harlow Harlow , UK
ISBN: 978-1-292-08958-4
Binding: eBook

Additional Textbook Information

The text is available as a paperback at the CQUni Bookshop here: http://bookshop.cqu.edu.au (search on the Unit code) or as an eBook from the publisher.

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
Jan Lewis Unit Coordinator
m.lewis@cqu.edu.au
Elena Konovalov Unit Coordinator
e.konovalov@cqu.edu.au
Schedule
Week 1 Begin Date: 11 Nov 2019

Module/Topic

Defining marketing for new realities

Chapter

Chapter 1

Events and Submissions/Topic

Tutorial activity: Discussion of assessment tasks for the unit

Week 2 Begin Date: 18 Nov 2019

Module/Topic

Developing marketing strategies and plans

Chapter

Chapter 2

Events and Submissions/Topic

Tutorial activity: Discussion of current marketing trends and issues in a provided sample article.

Week 3 Begin Date: 25 Nov 2019

Module/Topic

Gathering information and forecasting demand

Chapter

Chapter 3

Events and Submissions/Topic

Tutorial activity: Discussion of current marketing trends and issues in a provided sample article.

Week 4 Begin Date: 02 Dec 2019

Module/Topic

Conducting marketing research

Chapter

Chapter 4

Events and Submissions/Topic

Assessment 1a: First portfolio article analysis due on 06th December (Friday); 5PM AEST (online submission only).

Tutorial activity: Assessment 1A - Discussion of your selected article

Vacation Week Begin Date: 09 Dec 2019

Module/Topic

Chapter

Events and Submissions/Topic

Week 5 Begin Date: 16 Dec 2019

Module/Topic

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

Chapter

Chapters 5, 6 and 8

Events and Submissions/Topic

Tutorial activity: Assessment 1B - Discussion of your selected article

Week 6 Begin Date: 23 Dec 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 23rd December (Monday); 5PM AEST (online submission only).

Tutorial activity: Marketing plan activity 1

Week 7 Begin Date: 06 Jan 2020

Module/Topic

Developing pricing strategies and programs

Chapter

Chapter 14

Events and Submissions/Topic

Tutorial activity: Marketing plan activity 2

Week 8 Begin Date: 13 Jan 2020

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 3

Week 9 Begin Date: 20 Jan 2020

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: Last minute Q&A session for Assessment 2


Marketing Plan Due: Week 9 Monday (20 Jan 2020) 5:00 pm AEST
Week 10 Begin Date: 27 Jan 2020

Module/Topic

Managing digital communications

Chapter

Chapter 19

Events and Submissions/Topic

Tutorial activity: Discussion of current social media trends

Week 11 Begin Date: 03 Feb 2020

Module/Topic

Creating brand equity; Crafting the brand positioning

Chapter

Chapters 9 & 10

Events and Submissions/Topic

Tutorial activity: Discussion of successes and failures of famous brands

Week 12 Begin Date: 10 Feb 2020

Module/Topic

Managing a holistic marketing organization

Review for exam

Chapter

Chapter 23

Events and Submissions/Topic

Tutorial activity: Final exam review.

Exam Week Begin Date: 17 Feb 2020

Module/Topic

Chapter

Events and Submissions/Topic

Your final exam will be scheduled and held during the Exam period. Be sure
to check your timetable 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 news articles for tutorial discussion and submission on two separate weeks. Assessment 1A is due in week 4 and Assessment 1B is due in week 6 (refer to the Schedule section and Moodle for information on due dates).

This is an individual assessment with a maximum word count of 1000 words for each article analysis (including references). In your write ups, the emphasis should be on identifying the marketing implications of the events or incidents described in the selected articles.

List of articles to choose from for both Assessment 1A and Assessment 1B will be provided on the Moodle site for the unit in 'Assessments' folder. For each article analysis prepare a write-up (in .doc or .docx format) of no more than 1000 words for submission via Moodle.

The write-up for each article should be presented in the following format (ensure to use these points as sub-headings in your write-up):

1. Concise summary of the key issues illustrated in the article.

2. Explanation of why the issues illustrated in the articles are important.

3. Discussion of implications of these issues from a marketing perspective.

For each write-up, provide a list of at least 4 academic citations and references plus the reference for the chosen article . Only references used in text should be included in your reference list. The references should consist of published academic and research papers and textbooks in the write-up to support key points. Ensure that your references are relevant to the issues discussed. Referencing should follow the APA style.

Each article analysis submission is worth 10% equating to a total of 20% of the mark for the unit. Tutorial class activities in weeks 2 - 3 are designed to assist students in preparing for their week 1A assessment (due on Friday, week 4) and tutorial activity in weeks 4 and 5 for their 1B assessment (due on Monday, week 6).

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 3 and 5, respectively.

Academic Misconduct will be monitored to ensure that your submitted work is original and not purchased or copied from other students. Where assessments are found to be similar or purchased, penalties will be applied in accordance with University policy. Late penalties of 5% of the total mark will be deducted for every day late unless you have received an Assessment Extension from the Unit Coordinator.


Assessment Due Date

Assessment 1A - Portfolio Article 1 Due: 6th December, Friday of week 4 (5PM AEST); Assessment 1B - Portfolio Article 2 Due: 23rd December, Monday of week 6 (5PM AEST)


Return Date to Students

Results will be released after moderation is completed (expected release to students is 2 weeks after submission excluding public and University holidays time).


Weighting
20%

Assessment Criteria

Both Assessment 1A and 1B are marked usng the same criteria.

  • Summary of key issues (1.5 marks)
  • Explanations of issues’ importance (2 marks)
  • Reflective analysis (4 marks)
  • Writing style (1 mark)
  • Evidence of research (1.5 marks)

Assessments will be marked in Feedback Studio.

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
Please ensure you submit your work as a word document (.doc or .docx) through relevant assessment submission link in unit's Moodle page (link for submitting Assessment 1A is located in week 4 folder and for Assessment 1B in week 6 folder)

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

Task Description

Students are required to choose ONE of four businesses/products listed in Moodle. These are new products/services which will be introduced into the Australian market early in 2020. This assessment requires students to work individually on their selected business/product to create a comprehensive strategic marketing plan with a maximum word limit of 2,500 (from the introduction to the references). Your assessment should be an application of relevant marketing concepts that you have learned throughout this unit.

There is no need to go into details about explaining marketing concepts, rather it should be an applied discussion (i.e. do not provide definitions and descriptions of relevant concepts, instead you are required to apply those to your selected business/product; you will be assessed on the quality of your conducted analysis).

Please upload the assessment through the Assessment 2 Moodle submission link. Each assessment must be uploaded as a word document in a .doc or .docx file. Use APA Referencing style.

Academic Misconduct will be monitored to ensure that your submitted work is original and not purchased or copied from other students. Where assessments are found to be similar or purchased, penalties will be applied in accordance with University policy. Late penalties of 5% of the total mark will be deducted for every day late unless you have received an Assessment Extension from the Unit Coordinator.


Assessment Due Date

Week 9 Monday (20 Jan 2020) 5:00 pm AEST

Upload in Moodle.


Return Date to Students

Week 11 Monday (3 Feb 2020)

Results and feeback will be found in Moodle after moderation has been completed.


Weighting
40%

Assessment Criteria

A brief marking criteria is provided below. A more detailed marking rubric will be provided on Moodle.
1. Introductory section (4 marks)
2. Situation and customer analysis including problem statement (8 marks)
3. Objectives and marketing strategy (8 marks)
4. Evaluation,budget, and conclusion (8 marks)
5. Evidence of research and referencing (8 marks)
6. Report format and writing style (4 marks)


Referencing Style

Submission
Online

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?