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. At the weekly workshops, this unit enables students to investigate how marketing concepts and methods can be applied in an organisation, industry, or sector of their choice.
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 3 - 2026
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 Task | Part Weighting (% of assessment) |
Assessment Security Level | Gen AI Guidance Levels |
|---|---|---|---|
| 1. ASSESSMENT 1 (20% of unit · 1 part ) | |||
| Part 1 – Written Assessment | 100% of 20% | Low | AI-Assisted (Guided Collaboration) |
| 2. ASSESSMENT 2 (40% of unit · 2 parts ) | |||
| Part 1 – Report | 50% of 40% | Low | AI-Assisted (Guided Collaboration) |
| Part 2 – Presentation | 50% of 40% | Medium | AI-Assisted (Guided Collaboration) |
| 3. ASSESSMENT 3 (40% of unit · 1 part ) | |||
| Part 1 – Written Assessment | 100% of 40% | Low | AI-Assisted (Guided Collaboration) |
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
- Academic Progression Policy and Procedure
- Student Refund and Credit Balance Policy and Procedure
- 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 Student feedback
The unit coordinator is highly passionate about the subject, making the workshops engaging and enjoyable. Key concepts are regularly revisited and explained using practical, real-world examples, making the content easier to understand and apply. I learn a great deal in these classes and highly value this teaching approach.
Continue delivering enthusiastic and engaging workshops, reinforcing key concepts through regular review and practical, real-world examples to strengthen students’ understanding, application and learning.
Feedback from Student feedback
The activities are very helpful and support students’ understanding of key concepts. Reviewing possible answers or approaches more regularly afterwards would further strengthen students’ confidence and ability to apply their learning.
Continue providing engaging practical activities and include a brief review of possible answers or approaches afterwards to reinforce students’ understanding and application of key concepts.
Feedback from Unit coordinator's self-evaluation
Some groups selected organisations that were not relevant to the assessment and did not meet the assessment requirements.
Clearly state the required organisation, its website link, and the specific assessment requirements. Reinforce these through weekly CQUSuccess communications and in-class reminders.
Feedback from Unit coordinator's self-evaluation
As a first-year postgraduate unit, its textbook, learning materials and recordings require a comprehensive update to reflect current developments in AI, robotics, digital marketing, big data and analytics, and sustainable marketing practices.
Adopt a comprehensive new textbook and update all lecture slides, workshop materials, recordings and Moodle resources to introduce first-year postgraduate students to current developments in AI, robotics, digital marketing, analytics and sustainability, with a focus on low-complexity AI use.
- 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.
Alignment of Assessment Tasks to Learning Outcomes
| Assessment Tasks | Learning Outcomes | ||||
|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |
|
1.
Assessment 1
(20% of unit)
Part 1 -
Written Assessment
|
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|
2.
Assessment 2
(40% of unit)
Part 1 -
Report
Part 2 -
Presentation
|
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|
3.
Assessment 3
(40% of unit)
Part 1 -
Written Assessment
|
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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 - First Nations Knowledges | |||||
| 9 - Aboriginal and Torres Strait Islander Cultures | |||||