Unit Synopsis
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
| Level | Postgraduate |
|---|---|
| Unit Level | 8 |
| Credit Points | 6 |
| Student Contribution Band | SCA Band 4 |
| 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 1 - 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.
Assessment Tasks
| Assessment Task | Weighting |
|---|---|
| 1. Written Assessment | 20% |
| 2. Report | 40% |
| 3. 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%).
Past Exams
All University policies are available on the Policy web site, however you may wish to directly view the following policies below.
This list is not an exhaustive list of all University policies. The full list of policies are available on the Policy web site .
Term 1 - 2025 : The overall satisfaction for students in the last offering of this course was 86.36% (`Agree` and `Strongly Agree` responses), based on a 18.11% 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: Student feedback
I liked the real-world application of the marketing audit of Kogan.com. I could see where my learning had improved from Assessment 1.
Continue using real-world applications in assessments to help students see their learning progress and understand practical implications.
Real-world business cases continued to be integrated across assessments in Term 1, 2025. Additionally, Assessment 2 required students to reflect on strategic insights gained from the real-world case, reinforcing the application of theory to practice and enhancing learning progression.
Source: Student feedback
Everything was really good in this unit. I learned something new as expected and hope to apply this knowledge in the future.
Offer resources or opportunities for continued learning related to the unit’s content and suggest practical ways to apply what they've learned in real-world situations.
Additional optional readings and industry articles were provided through Moodle to support continued learning. In-class discussions were also introduced to help students connect theoretical content with real-world applications, including how marketing strategies could be implemented in Australian e-commerce context.
Source: Student feedback
Students highlighted the lecturer’s engaging and supportive teaching style, noting that the ability to make learning enjoyable and stress-free fostered a positive classroom environment. This approach not only kept students motivated but also made classes something to look forward to.
Continue to maintain and build upon the engaging, supportive, and student-centered teaching approach, as it is a clear strength that enhances motivation and classroom enjoyment.
In Progress
Source: Student feedback
Overall, the module content and delivery were good and engaging.
Continue to ensure that content remains engaging and is delivered in an interactive, student-focused manner to maintain high levels of interest and participation.
In Progress
Source: Student feedback
Students expressed strong appreciation for the coordinator’s prompt and clear communication. Quick and helpful responses to questions were seen as highly supportive, enhancing students’ confidence in the unit and contributing to a smoother learning experience.
Maintain prompt and clear communication, and explore opportunities to further streamline response channels (e.g., drop-in sessions) to ensure consistent access to timely support.
In Progress
On successful completion of this unit, you will be able to:
- 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.
| Assessment Tasks | Learning Outcomes | ||||
|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |
| 1 - Written Assessment | • | • | • | • | |
| 2 - Report | • | • | • | • | • |
| 3 - Written Assessment | • | • | • | ||
| 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 | • | • | • | ||
| Assessment Tasks | Graduate Attributes | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 8 | |