CQUniversity Unit Profile
MRKT20052 Marketing Management and Digital Communications
Marketing Management and Digital Communications
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The information will not be changed unless absolutely necessary and any change will be clearly indicated by an approved correction included in the profile.
Corrections

Unit Profile Correction added on 26-03-20

The end of term examination has now been changed to an alternate form of assessment. Please see your Moodle site for details of the assessment.

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 - 2020

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 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
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 - Portfolio - 20%
2 - Report - 40%
3 - Examination - 40%
Textbooks and Resources

Textbooks

Prescribed

Marketing Management, an Asian Perspective

Edition: 7th (2017)
Authors: Kotler, P
Pearson
Sydney Sydney , NSW , Australia
ISBN: 978-1-292-08958-4
Binding: Paperback

Additional Textbook Information

Copies are available for purchase at the CQUni Bookshop here: http://bookshop.cqu.edu.au (search on the Unit code)

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
Ann Mitsis Unit Coordinator
a.mitsis@cqu.edu.au
Saalem Sadeque Unit Coordinator
s.sadeque@cqu.edu.au
Schedule
Week 1 Begin Date: 09 Mar 2020

Module/Topic

Defining marketing for new realities

Chapter

Chapter 1

Events and Submissions/Topic

Tutorial activity: Sample article analysis 1

Week 2 Begin Date: 16 Mar 2020

Module/Topic

Developing marketing strategies and plans

Chapter

Chapter 2

Events and Submissions/Topic

Tutorial activity: Sample article analysis 2

Week 3 Begin Date: 23 Mar 2020

Module/Topic

Gathering information and forecasting demand

Chapter

Chapter 3

Events and Submissions/Topic

Assessment 1a: First portfolio article analysis due on 27th March (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 heading.

Week 4 Begin Date: 30 Mar 2020

Module/Topic

Conducting marketing research

Chapter

Chapter 4

Events and Submissions/Topic

Tutorial activity: Marketing audit activity 1

Week 5 Begin Date: 06 Apr 2020

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

Assessment 1b: Second portfolio article analysis due on 09th April (Thursday); 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 heading.

Vacation Week Begin Date: 13 Apr 2020

Module/Topic

VACATION WEEK - NO CLASS

Chapter

VACATION WEEK - NO CLASS

Events and Submissions/Topic

VACATION WEEK - NO TUTORIALS

Week 6 Begin Date: 20 Apr 2020

Module/Topic

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

Chapter

Chapters 12, 13 & 21

Events and Submissions/Topic

Tutorial activity: Marketing audit activity 2

Week 7 Begin Date: 27 Apr 2020

Module/Topic

Developing pricing strategies and programs

Chapter

Chapter 14

Events and Submissions/Topic

Tutorial activity: Marketing audit activity 3

Week 8 Begin Date: 04 May 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 audit activity 4

Week 9 Begin Date: 11 May 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

Week 10 Begin Date: 18 May 2020

Module/Topic

Managing digital communications

Chapter

Chapter 19

Events and Submissions/Topic

Tutorial activity: Presentation of marketing audit (This activity is part of assessment 2)


Marketing Audit Due: Week 10 Friday (22 May 2020) 11:45 pm AEST
Week 11 Begin Date: 25 May 2020

Module/Topic

Creating brand equity; Crafting the brand positioning

Chapter

Chapters 9 & 10

Events and Submissions/Topic

Tutorial activity: Presentation of marketing audit (This activity is part of assessment 2)

Week 12 Begin Date: 01 Jun 2020

Module/Topic

Managing a holistic marketing organization

Chapter

Chapter 23

Events and Submissions/Topic

Tutorial activity: Final exam review.

Review/Exam Week Begin Date: 08 Jun 2020

Module/Topic

Chapter

Events and Submissions/Topic

Exam Week Begin Date: 15 Jun 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 analyse two news articles for tutorial discussion and submission on two separate weeks (3 & 5). Students are required to choose news articles that focuses on one of the United Nations Sustainable Development Goals (UNSDGs) and write marketing implications of the news. The first two tutorial weeks are designed to discuss how to analyse the sample news articles that focuses on UNSDGs. Specific questions that students need to answer include: (1) Which of the UNSDGs does the new article relate to?; (2) Who are the important stakeholders?; (3) What potential marketing issues can be identified from the article?; (4) How would you respond to these issues and why? For the last question students are required to include minimum of 5 references for each submission. This is an individual assessment with a maximum word limit of 1000 for each article analysis.


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 1 and 2 are designed to assist students in preparing for 1a assessment (due on Friday, week 3) and 1b assessment (due on Thursday, week 5). 


Tutors will take note of the participants in class. Distance/online/flex students will discuss their analysis of articles 1a and 1b in the allocated Moodle discussion forum in weeks 3 and 5, 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: 27th March, Friday of week 3 (11:45PM AEST); Assessment 1b - Portfolio Article 2 Due: 09th April, Thursday of week 5 (11:45PM AEST)


Return Date to Students

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


Weighting
20%

Assessment Criteria

Both Assessment 1a and 1b are marked using the same criteria.

  • Identification of the appropriate UNSDG from the article (1 marks)
  • Identifying the important stakeholders (2 marks)
  • Reflective analysis (i.e. identiyfing potential marketing issues and response to these issues) (4 marks)
  • Writing style (i.e. spelling, grammar, etc.) (1 mark)
  • Referencing (2 marks)

Penalties apply for exceeding word limit (1% mark will be deducted from the total mark for every 100 words over the allowed 1000 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
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 Audit

Task Description

Assessment 2 requires students to work in groups of up to three students on a selected company from the pre-determined list (see the assessment 2 guideline in Moodle for the company list) in order to prepare a comprehensive marketing audit. The aim of this assessment is to conduct a systematic, comprehensive and objective analysis of the marketing activities undertaken by the chosen company. In addition, you are also required to provide at least three (3) recommendations for the company. The marketing audit should be 3000 words (maximum) in length excluding the executive summary, table of contents, tables, charts/graphs, the reference list and appendices. The written component is worth 30%.

The groups are required to present major parts of the report (see the assessment 2 guideline in Moodle for details) in weeks 10 & 11 tutorial classes. Online students will present via zoom in weeks 10 and 11 (days and times will be announced later). Each presentation should not be more than 5-minutes with a maximum of 5 slides (excluding the title slide). The presentation is worth 10%.

Your assessment should show an application of relevant marketing concepts, theories, and analytic tools learnt in the unit. The mark for this assessment will depend primarily on presenting appropriate and supporting evidence and also, on the ability to critically write and present the marketing audit report. You are strongly encouraged to use the Academic Learning Centre (ALC) facilities to assist you in preparing professional report and presentation.

This is a group assessment (maximum 3 group members). Students will need to self-select the groups in Moodle. Tutors will provide additional information about forming groups in the tutorial classes. Please note that once you have self-selected to be part of a group, you are not allowed to change groups (i.e. join another group) without prior permission from the teaching team (i.e. unit coordinators and/or campus lecturers).

Changing groups without informing the teaching team members can result in substantial delay and erroneous mark allocation to group members. A penalty of 10% will be applied to students who change groups without notifying the teaching team. This is inline with the Assessment Policy and Procedure 4.11 section f) which clearly states assessment specifications (maximum length, presentation format, etc.) and any penalties for not complying with the specifications.

Both the marketing audit (in .doc or .docx format) and the associated PowerPoint slides (in .ppt or .pptx) 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 (22 May 2020) 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 (5 June 2020)

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


Weighting
40%

Assessment Criteria

Executive summary (3%)

Introduction to the report (2%)

Situation analysis (20%)

Discussion of segmentation, targeting and positioning (STP) (20%)

Marketing mix strategy used by the company and recommendation (40%)

Mechanics (report format and writing style) (3%)

Presentation (10%)

Referencing format (2%)

See Moodle for the detailed marking rubric for assessment 2.

Penalties apply for exceeding word limit (1% mark deduction will be applied for every 100 words over the allowed 3000 words limit).


Referencing Style

Submission
Online Group

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

Exam Conditions
Closed Book

Materials
Dictionary - non-electronic, concise, direct translation only (dictionary must not contain any notes or comments).
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?