MRKT20052 - Marketing for Managers
Term 1 - 2017


All details in this unit profile for MRKT20052 have been officially approved by CQUniversity and represent a learning partnership between the University and you (our student). The information will not be changed unless absolutely necessary and any change will be clearly indicated by an approved correction included in the profile.

Overview

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

Career Level Postgraduate
Credit Points 6
Student Contribution Band 3A
Fraction of Full-Time Student Load 0.125

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).

Offerings

Term 1 - 2017
  • Brisbane
  • Cairns
  • Distance
  • Melbourne
  • Sydney

Website

This unit has a website, within the Moodle system, which is available two weeks before the start of term. It is important that you visit your Moodle site throughout the term. Go to Moodle

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 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 Procedures for more details of interim results and final grades.

All University policies are available on the IMPortal.

You may wish to view these policies:

  • Grades and Results Procedure
  • Assessment Policy and Procedure (Higher Education Coursework)
  • Review of Grade Procedure
  • Academic Misconduct Procedure
  • Monitoring Academic Progress (MAP) Policy and Procedure – Domestic Students
  • Monitoring Academic Progress (MAP) Policy and Procedure – International Students
  • Refund and Excess Payments (Credit Balances) Policy and Procedure
  • Student Feedback – Compliments and Complaints Policy and Procedure
  • Acceptable Use of Information and Communications Technology Facilities and Devices Policy and Procedure

This list is not an exhaustive list of all University policies. The full list of University policies are available on the IMPortal.

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 Source Recommendation
It was found that a few students need more time to complete each quiz test. Have your say survey When designing the assessment next time, the course coordinator will allow 70 minutes (instead of 60 minutes for 50 Multiple Choice Questions) for each quiz test.
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

  • Professional Level
  • Advanced 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

  • Professional Level
  • Advanced Level
Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7
1 - Online Test  
2 - Written Assessment
3 - Written Assessment

Prescribed Textbooks

Marketing Management: An Asian Perspective
Author/s: Philip Kotler, Kevin Lane Keller, Swee Hoon Ang, Siew Meng Leong, Chin Tiong Tan Year: 2013
Edition: 6th Publisher: Pearson
Country: Singapore
View textbooks at the CQUniversity Bookshop
Note:

This book is an e-book created by the publisher upon receiving a request from the unit coordinator. The price for this textbook is A$50 only; making this more affordable to our students. This textbook is available online for purchase at the following URL: www.pearson.com.au/9789814576611

Paper copies are still available, if preferred at CQUni Bookshop: http://bookshop.cqu.edu.au

IT Resources

You will need access to the following IT resources:
  • Internet
  • Unit Website (Moodle)
  • CQUniversity Student Email
All submissions for this unit must use the American Psychological Association (APA) referencing style (details can be obtained here). For further information, see the Assessment Tasks below.
Unit CoordinatorParves Sultan (p.sultan@cqu.edu.au)
Note: Check the Term-Specific section for any additional contact information provided by the teaching team
Week Begin Date Module/Topic Chapter Events and Submissions
Week 1 06-03-2017 Marketing in the 21st Century 1
Week 2 13-03-2017

Gathering Information and Scanning the Marketing Environment

3

Week 3 20-03-2017

Marketing Research and Forecasting Demand

4

Week 4 27-03-2017

Analyzing Customer Value, Satisfaction and Loyalty

Analyzing Consumer Markets

Creating Market Segments and Targeting

5

6

8

Online Quiz 1 opens/Friday at 7 AM
Week 5 03-04-2017

Product Strategy

Designing and Managing Services

New Market Offerings

12

13

20

Online Quiz 1 closes/Sunday at 5 PM
Vacation Week 10-04-2017

X

X

X

Individual Written Task - 2 Due Friday (14 Apr 17) 05:00 PM AEST
Week 6 17-04-2017

Developing Pricing Strategies and Programs

14

Week 7 24-04-2017

Designing and Managing Marketing Channels and Value Networks

Managing Retailing, Wholesaling and Logistics

15

16

Week 8 01-05-2017

Designing and Managing Integrated Marketing Communications

Managing Mass Communications

Managing Personal Communications

17

18

19

Week 9 08-05-2017

Competitive Dynamics

11

Week 10 15-05-2017

Customer-Centric Marketing Planning in the Corporate, Division and Business Unit Levels

2

Online Quiz 2 opens/Friday at 7 AM
Week 11 22-05-2017

Tapping into Global Markets

21

Online Quiz 2 closes/Sunday at 5 PM
Week 12 29-05-2017

Managing a Holistic Marketing Organization

Unit Review

22

Individual Written Task - 3 Due Friday (02 Jun 17) 05:00 PM AEST
Review/Exam Week 05-06-2017
Exam Week 12-06-2017

1 Online Test

Assessment Title Individual Task - 1 (Online Quiz Tests)
Task Description

Due date

Online quiz 1 starts in week 4 (at 7:00 AM AEST Friday) and closes in week 5 (at 5:00 PM AEST Sunday) in Moodle.

Online quiz 2 starts in week 10 (at 7:00 AM AEST Friday) and closes in week 11 (at 5:00 PM AEST Sunday) in Moodle.

Chapters to be covered

Online quiz 1: All the chapters between week 1 and week 5.

Online quiz 2: All the chapters between week 6 and week 11.

Number of MCQs

50 questions will appear randomly in each test.

Weighting

20% (in two quiz tests).

Duration

70 minutes for each test.

Note: All times shown are in Australian Eastern Standard Time – you may need to adjust for your own time zones if completing the online test. The test can only be taken once, so do not open the test until you are ready to complete the entire test.

Important Advice

  • You can get some sample quizzes on the unit Moodle site for exercises. Alternatively, publisher's quizzes are located at www.pearson.com.au/mymarketinglab, provided you have bought the textbook.
  • Responsibility for access, ISP, browsers, connection and the computer you use (irrespective of who owns it) remains with the student. Failure of equipment is not a ground for special consideration, extensions of tests or special arrangements. Use of computers/computer labs on university campuses does not absolve students of their responsibility for having reliable and continued access to the worldwide web.
  • The unit coordinator will not open the quiz again for problems related to last minute attempts. Special consideration or arrangements will not be granted where the student attempts to complete the online tests WITHIN THE LAST 24 HOURS of the test and encounters problems that cannot be resolved before the expiry of the online tests. Extension of the deadline for submitting the quiz will only be considered as per the ‘Assessment of Coursework Procedure’ policy.
  • Refer system access problems (e.g. MOODLE login or password issues) to the Client Service Centre at tasac@cqu.edu.au as early as possible.
  • “My computer has frozen up during an online test – what do I do?” The first thing to do is “don’t panic”! Email the unit coordinator immediately for assistance identifying THE NATURE OF THE PROBLEM (WITH AN IMAGE, IF POSSIBLE), THE UNIT CODE, UNIT NAME, THE QUIZ NUMBER, YOUR FULL NAME, STUDENT NUMBER AND CAMPUS. Any omissions of this required information may delay a response.
  • If a student requests a reset of their account and the Unit Coordinator agrees to that request, but subsequently the student does not complete the test within the deadline, it will be deemed that the test has not been completed and a score of zero will apply. Note that the determination of whether the online test result was affected by technical difficulties will be solely the prerogative of the Unit Coordinator. Simply doing poorly in a test and then asking for a reset will not be considered.
Assessment Due Date Closes on Sunday at 5 PM AEST/week 5 and week 11
Return Date to Students The score will be available in Moodle.
Weighting 20%
Assessment Criteria

Marking Criteria

Online marking. The online quiz tests aim to engage students with the conceptual understanding of the unit resources. You can get some sample quizzes on the unit Moodle site for exercises. You will be given 70 minutes ONLY for each test. The total score for the quiz is 20 marks, or 10 marks for each test.

Referencing Style American Psychological Association (APA)
Submission Online

Learning Outcomes Assessed
This section can be expanded to view the assessed learning outcomes

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

6. evaluate and apply the concept of responsible marketing.

Graduate Attributes
This section can be expanded to view the assessed graduate attributes

1. Knowledge

2. Communication

3. Cognitive, technical and creative skills

4. Research

5. Self-management

6. Ethical and Professional Responsibility



2 Written Assessment

Assessment Title Individual Written Task - 2
Task Description

Individual Written Task - 2:

This assessment task requires you to analyze the "marketing and competitive environment" of a University brand (such as "CQUniversity" etc.) in Australia. Consider that you are a marketing manager of one such University in Australia. The analysis of the marketing and competitive environment should include (but is not limited to): background, market summary, and demand assessment, segmentation & target market, current marketing mix analysis [including current offer (product/service), distribution, promotion, and price], PEST analysis, competitor analysis of a close competitor/competing brand), SWOT analysis, and value & brand positioning analyses.

Notes:

  • The word limit for this report is 1500, excluding abstract or executive summary and references.
  • It is expected that the report will be based on research findings, including data and information from the Australian Bureau of Statistics, Austrade, relevant and authentic Websites, textbooks, recent (i.e., 2012-2017) and relevant journal papers, personal experience and observation.
  • This report requires students to demonstrate an understanding of relevant concepts, theories, tools, and models covered up to week 5 (at a minimum level).
  • You need to follow similar examples that are available in your textbook, Moodle site and/or on the Web.
  • You are strongly suggested to attend the lecture, tutorial, and online discussion sessions.
  • Each assessment must be uploaded as a .doc or .docx file (word file).
  • The "Turnitin" matching rate must not exceed 30%. The unit coordinator in consultation with the Deputy Dean of Learning and Teaching (DDLT) will decide about the nature of a penalty for a greater than 30% matching rate.
  • Please familiarize yourself with the policies, such as assessment extension, late submission penalty and the like.
  • If you have any difficulty, please discuss this with your lecturer/tutor and unit coordinator.

Assessment Due Date Vacation Week Friday (14-Apr-2017) 05:00 PM AEST
Return Date to Students Week 8 Friday (05-May-2017)
Weighting 40%
Assessment Criteria
  • Title page, table of contents and abstract: 2 marks
  • Background: 4 marks
  • Market summary and demand assessment: 4 marks
  • Segmentation and target market: 4 marks
  • Current marketing mix analyses: 4 marks
  • PEST analyses: 4 marks
  • Competitor analyses: 4 marks
  • SWOT analyses: 4 marks
  • Value and brand positioning analyses: 4 marks
  • Conclusion: 2 marks
  • Citation, language, format and references: 4 marks
Referencing Style American Psychological Association (APA)
Submission Online

Find the upload link in the couse Moodle site.

Learning Outcomes Assessed
This section can be expanded to view the assessed learning outcomes

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.

Graduate Attributes
This section can be expanded to view the assessed graduate attributes

1. Knowledge

2. Communication

3. Cognitive, technical and creative skills

4. Research

5. Self-management

6. Ethical and Professional Responsibility

7. Leadership



3 Written Assessment

Assessment Title Individual Written Task - 3
Task Description

Individual Written Task - 3

This individual written task 3 is directly related to your mid-term assessment (i.e., individual written task 2). This final task is a summative assessment and a portfolio that builds upon the assessment task 2. Therefore, this final task requires your knowledge, skills, experience, and feedback that you learned from the assessment task 2. In fact, about 50% discussion of your written task 3 will be generated from the assessment task 2. However, please make sure that the "turnitin" matching rate is still less than 30%.

While the assessment task 2 asked you to analyze and prepare a report on 'marketing and competitive environment of a University Brand', the assessment task 3 requires you to prepare a marketing plan for 2018 for the same University Brand based on your analysis of 'marketing and competitive environment of a University Brand'. The marketing plan should include (but is not limited to): executive summary, background, market summary and demand analysis, demography including segmentation & target market analysis, PEST analysis, competitor analysis including their aim, objective and marketing promotion analysis (write about a close competing brand), SWOT analysis, value & brand positioning analyses, proposed marketing aim and promotional objectives for 2018 with justification, marketing mix strategies, competitive strategies, media and budget allocation for 2018 with justification, expected outcomes and conclusion, and finally, references.

Notes:
  • The word limit for this report is 3000, excluding abstract or executive summary and references.
  • It is expected that the report will be based on research findings, including data and information from the Australian Bureau of Statistics, Austrade, relevant and authentic Websites, textbooks, recent (i.e., 2012-2017) and relevant journal papers, personal experience and observation, and your formative assessment (i.e., individual written task 2).
  • This report requires students to demonstrate an understanding of relevant concepts, theories, tools, and models discussed in this unit.
  • You need to follow similar examples that are available in your textbook, Moodle site and/or on the Web.
  • You are strongly suggested to attend the lecture, tutorial, and online discussion sessions.
  • Each assessment must be uploaded as a .doc or .docx file (word file).
  • The "Turnitin" matching rate must not exceed 30%. The unit coordinator in consultation with DDLT will decide about the nature of a penalty for a greater than 30% matching rate.
  • Please familiarize yourself with the policies, such as assessment extension, late submission penalty and the like.
  • Please cite and reference relevant data and information, where applicable. The examiners expect authentic citations/references for GDP data, per capita income, sales data, demographic data, market share and growth related data and the like.
  • For data related to media and budget allocation, BCG matrix, industry - competitors' sales/market share, product life cycle (PLC), market share and growth data, and the like can be hypothetically developed (if you do not find those). In these cases, simply write “source: assumed and prepared for this assignment task only”. Please remember that the data/info that is readily available on the Web or in other published resources cannot be 'assumed' for the purpose of this assessment task.
  • If you have any difficulty, please discuss this with your lecturer/tutor and unit coordinator.
Assessment Due Date Week 12 Friday (02-Jun-2017) 05:00 PM AEST
Return Date to Students Exam Week Friday (16-Jun-2017)
Weighting 40%
Assessment Criteria
  • Title page, table of contents, executive summary: 3 marks
  • Background: 2 marks
  • Market and demand assessment, including demography, segmentation & target market analysis: 3 marks
  • PEST analysis: 2 marks
  • Competitor analysis including their aim, objective and marketing promotion analysis: 3 marks
  • SWOT analysis: 2 marks
  • Value & brand positioning analyses: 2 marks
  • Marketing aim and promotional objectives for 2018: 4 marks
  • Marketing mix strategies: 5 marks
  • Competitive strategies: 5 marks
  • Media and budget allocation for 2018: 5 marks
  • Expected outcomes and conclusion: 2 marks
  • Citation, language, format, and references: 2 marks
Referencing Style American Psychological Association (APA)
Submission Online

Find the upload link in the unit Moodle site.

Learning Outcomes Assessed
This section can be expanded to view the assessed learning outcomes

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.

Graduate Attributes
This section can be expanded to view the assessed graduate attributes

1. Knowledge

2. Communication

3. Cognitive, technical and creative skills

4. Research

5. Self-management

6. Ethical and Professional Responsibility

7. Leadership




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