MRKT11029 - Marketing Fundamentals

General Information

Unit Synopsis

This unit will provide you with a sound knowledge of the origins of trading goods and services and the development of modern marketing practice and theory. Emphasis is placed on developing an understanding of marketing principles and their application when acquiring and retaining customers as well as driving business profitability. You will examine innovative marketing strategies deployed including digital marketing and social media in different kinds of organisations.

Details

Level Undergraduate
Unit Level 1
Credit Points 6
Student Contribution Band 3
Fraction of Full-Time Student Load 0.125
Pre-requisites or Co-requisites There are no pre-requisites for the 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).

Class Timetable View Unit Timetable
Residential School No Residential School

Unit Availabilities from Term 2 - 2019

Term 2 - 2019 Profile
Brisbane
Melbourne
Online
Sydney
Term 3 - 2019 Profile
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).

Assessment Overview

Recommended Student Time Commitment

Each 6-credit Undergraduate 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.

Assessment Tasks

Assessment Task Weighting
1. Online Quiz(zes) 20%
2. Portfolio 40%
3. Presentation and Written Assessment 40%

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

Past Exams

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Previous Feedback

Term 1 - 2018 : The overall satisfaction for students in the last offering of this course was 4.7 (on a 5 point Likert scale), based on a 39.55% response rate.

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.

Source: Unit evaluation
Feedback
Some students were receptive to the provision of assessment guidelines, mark sheets and exemplars.
Recommendation
Continue providing students with assessment guidelines, mark sheets and exemplars through the unit Moodle site.
Action Taken
Nil.
Source: Unit evaluation
Feedback
Some students found the Zoom sessions invaluable to their studies and others were grateful they had been recorded.
Recommendation
Continue offering Zoom sessions throughout the term through the unit Moodle site with each session to be recorded for the benefit of those students who cannot participate.
Action Taken
Nil.
Source: Unit evaluation
Feedback
Some students found the additional case studies, YouTube videos and journal readings beneficial when attempting the weekly learning activities.
Recommendation
Continue providing relevant up-to-date case studies, YouTube videos and journal readings through the unit Moodle site to assist with the weekly learning activities.
Action Taken
Nil.
Source: Unit evaluation
Feedback
Some students were receptive to the provision of assessment guidelines, mark sheets and exemplars.
Recommendation
Continue providing students with assessment guidelines, mark sheets and exemplars through the unit Moodle site.
Action Taken
Detailed guidelines documents, mark sheets and exemplars for the Second and Third Assessments were placed on the unit Moodle site at the start of term.
Source: Unit evaluation
Feedback
Some students found the Zoom sessions invaluable to their studies and others were grateful they had been recorded.
Recommendation
Continue offering Zoom sessions throughout the term through the unit Moodle site with each session to be recorded for the benefit of those students who cannot participate.
Action Taken
Four Zoom sessions were offered to DST students. These Zoom sessions were held in weeks 3, 6, 9 and 12. Each session was accessible through the unit Moodle site with the running time approximately 1.5 hours. All sessions were recorded for the benefit of those students who could not participate.
Source: Unit evaluation
Feedback
Some students found the additional case studies, YouTube videos and journal readings beneficial when attempting the weekly learning activities.
Recommendation
Continue providing relevant up-to-date case studies, YouTube videos and journal readings through the unit Moodle site to assist with the weekly learning activities.
Action Taken
Recent journal readings, case studies, and YouTube videos were added to the weekly modules on the Moodle site to further enhance learning.
Unit learning Outcomes

On successful completion of this unit, you will be able to:

  1. Articulate awareness of the nature and scope of marketing in organisations
  2. Analyse modern marketing strategies used in different kinds of organisations
  3. Critically examine marketing principles and their application
  4. Assess the role and impact of innovative marketing strategies such as digital and social media
  5. Examine ethical and legal issues in business marketing.

Alignment of Assessment Tasks to Learning Outcomes
Assessment Tasks Learning Outcomes
1 2 3 4 5
1 - Online Quiz(zes)
2 - Portfolio
3 - Presentation and Written Assessment
Alignment of Graduate Attributes to Learning Outcomes
Introductory Level
Intermediate Level
Graduate Level
Graduate Attributes Learning Outcomes
1 2 3 4 5
1 - Communication
2 - Problem Solving
3 - Critical Thinking
4 - Information Literacy
5 - Team Work
6 - Information Technology Competence
7 - Cross Cultural Competence
8 - Ethical practice
Alignment of Assessment Tasks to Graduate Attributes
Introductory Level
Intermediate Level
Graduate Level
Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7 8 9
1 - Online Quiz(zes)
3 - Presentation and Written Assessment
2 - Portfolio