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MRKT20052 - Marketing for Managers

General Information

Unit Synopsis

In this unit, you will examine the role and importance of marketing in an organisation. The concepts of marketing are explained in detail and you will understand how the marketing process works in an increasingly complex and competitive business environment. Marketing planning and strategy are covered together with an evaluation of the major tools and techniques used by contemporary professional marketers. If you have successfully completed the unit MRKT20019 you should not enrol in this unit.

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 - 2017

Term 1 - 2017 Profile
Brisbane
Cairns
Distance
Melbourne
Sydney
Term 2 - 2017 Profile
Brisbane
Distance
Melbourne
Sydney
Term 3 - 2017 Profile
Brisbane
Distance
Melbourne
Sydney
Term 1 - 2018 Profile
Brisbane
Cairns
Distance
Melbourne
Sydney
Term 2 - 2018 Profile
Brisbane
Cairns
Distance
Melbourne
Sydney
Term 3 - 2018 Profile
Brisbane
Distance
Melbourne
Sydney
Term 1 - 2019 Profile
Brisbane
Cairns
Melbourne
Online
Sydney
Term 2 - 2019 Profile
Brisbane
Cairns
Melbourne
Online
Sydney
Term 3 - 2019 Profile
Brisbane
Melbourne
Online
Sydney
Term 1 - 2020 Profile
Brisbane
Cairns
Melbourne
Online
Sydney
Term 2 - 2020 Profile
Brisbane
Cairns
Melbourne
Online
Sydney
Term 3 - 2020 Profile
Brisbane
Melbourne
Online
Sydney
Term 1 - 2021 Profile
Brisbane
Melbourne
Online
Sydney
Term 2 - 2021 Profile
Brisbane
Melbourne
Online
Sydney
Term 3 - 2021 Profile
Brisbane
Melbourne
Online
Sydney
Term 1 - 2022 Profile
Brisbane
Melbourne
Online
Sydney
Term 2 - 2022 Profile
Brisbane
Melbourne
Online
Sydney
Term 3 - 2022 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 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. Online Test 20%
2. Written Assessment 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%).

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 - 2021 : The overall satisfaction for students in the last offering of this course was 4.6 (on a 5 point Likert scale), based on a 34.04% 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 Evaluation Feedback.
Feedback
It was a really good experience. The unit has a combined approach of theoretical knowledge along with practical application of existing industry scenarios. No improvement is required.
Recommendation
Maintain the relevance of marketing examples.
Action Taken
The relevance of marketing examples were maintained.
Source: Student Evaluation Feedback.
Feedback
Marketing theory and aspects of marketing was very much aligned with assessment requirements. All good!
Recommendation
Maintain the integration of marketing materials.
Action Taken
The integration of marketing materials were maintained.
Source: "Have Your Say" survey
Feedback
One of the feedback items stated that including the textbook chapter name on Moodle could be helpful as it is difficult to identify the chapters to be covered.
Recommendation
The unit's Moodle should be designed in a way by which students can identify the topic. Currently, the weekly tiles are showing the week numbers rather than the topics. Therefore, to make it convenient for students, a way could be the inclusion of topics in the Moodle tile or the PPT slide names.      
Action Taken
Nil.
Source: "Have Your Say" survey
Feedback
One of the feedback items indicated that the assessments are the best part of the unit with which students get the better understanding of the unit.
Recommendation
Maintain the assessment description and criteria.
Action Taken
Nil.
Source: "Have Your Say" survey
Feedback
One of the feedback items stated the importance of recorded lectures.
Recommendation
Continue with recording and uploading the lectures.
Action Taken
Nil.
Unit learning Outcomes

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

  1. critically understand and assess the key role of marketing management in the business environment
  2. explain and outline the strategic marketing process
  3. demonstrate critical thinking about the marketing environment and appraise marketing opportunities
  4. formulate and support a customer-driven marketing strategy
  5. develop, effectively communicate and evaluate a comprehensive marketing plan and program
  6. evaluate and apply the concept of responsible marketing.

Alignment of Assessment Tasks to Learning Outcomes
Assessment Tasks Learning Outcomes
1 2 3 4 5 6
1 - Online Test
2 - Written Assessment
3 - Written Assessment
Alignment of Graduate Attributes to Learning Outcomes
Advanced Level
Professional Level
Graduate Attributes Learning Outcomes
1 2 3 4 5 6
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
Advanced Level
Professional Level
Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7 8
1 - Online Test
2 - Written Assessment
3 - Written Assessment