Your learning experiences in this Unit - and your expected commitment
To be successful in this unit, you must:
- Read all materials in preparation for your workshops, and follow up each with further study and research on the topic;
- Start your assessment tasks well ahead of the due date;
- Read or listen to all feedback carefully, and use it in your future work;
- Attend and engage in all timetabled learning experiences as follows:
- 1 x 3 hour workshop per week
ALL STUDENTS NEED TO NOTE that we use an activity-based teaching and learning approach in this unit. What this means is that you will need to participate fully in the workshops which will be based around activities you will be doing. To be an effective and enjoyable learning experience you MUST PREPARE AND COMPLETE all readings and tasks before your workshops.
Students who aim to pass this unit should be investing at least ten hours of independent study each week (as a minimum). Those who do less will receive limited value from the unit and, most importantly, are more likely to achieve a fail grade in the Unit.
Separate discussion forums are used for each of the key topic areas, individual assessment items, and the final exam. Therefore, regular, dependable Internet access is mandatory for this unit with all students expected to regularly engage with, and contribute to, the unit iLearn site.
The written assessment is to be individually completed and submitted online via the unit iLearn site. All work submitted must be your own and be appropriately referenced throughout using the Harvard style of referencing. Specific details and instructions related to the assessment in this unit are provided online via the MKGT1001 Marketing Fundamentals unit iLearn site.
Unit learning resources
Your unit learning resources are available in the MKGT8080 iLearn site.
Activity-based workshops will be held each week of the teaching semester. They are designed around individual and group activities to be an interactive experience. You MUST attend only the workshop you are officially enrolled in.
ALL STUDENTS NEED TO NOTE that we use an activity-based teaching and learning approach in this unit. What this means is that you will need to participate fully in the workshops which will be based around activities you will be doing. To be an effective and enjoyable learning experience you MUST PREPARE AND COMPLETE all readings and tasks before your workshop.
||This provides a topic-by-topic introduction and list of resources. The MKTG8080 iLearn site presents information about the weekly topic, the required readings, workshop material including links to assessment guidelines and FAQS, etc. It is your one-stop-shop for materials and information. This should be seen as a tool with which to navigate the weekly topics, learning objectives, prescribed textbook, lecture and workshop learning activities and assessment materials.
||These are designated areas for you to discuss topics, concepts, current issues, and anything to do with the Unit or assessment with fellow students and the teaching team.
These are available for the Unit, Assessment 1, Assessment 2, and Assessment 3
If you have any questions please read these Frequently Asked and Answered Questions (FAQs) first.
These are living documents which will be updated regularly throughout the trimester so keep on checking for new information. The FAQs are designed to make answers to your questions much easier to find, to improve communication, to eradicate any miscommunication, and also so the teaching team does not have to answer the same questions over and over again.
Essential learning resources
You will require online access. Specifications for online access, use, communication and standards are listed in Macquarie University policies and procedures.
Prescribed textbook(s) and other resources which you must acquire or to which you must have access:
There is no prescribed text for this unit. All readings are available on iLearn. These readings will need to be supplemented by your own self-directed reading and research.
Some textbooks that you may find helpful in explaining strategic marketing management concepts include:
Ferrell, O.C. and Hartline, M. 2017, Marketing Strategy, 7th edition, Cengage Learning, Boston.
Hooley, G., Nicoulaud, B., Rudd, J., and Lee, N., 2020, Marketing Strategy and Competitive Positioning, 7th edition, Pearson, Harlow.
Rajagopal, 2019, Contemporary Marketing Strategy: Analyzing Consumer Behaviour to Drive Managerial Decision Making, Palgrave Macmillan, Cham.
Tomczac, T., Reinecke, S. and Kuss, A., 2018, Strategic Marketing, Springer Gabler, Wiesbaden.
Walker, O., Mullins, J.W., Mavondo, F.T., Gountas, J.I., Kriz, A., and Osborne, C., 2015, Marketing Strategy: A Decision-Focussed Approach, McGraw-Hill, North Ryde.
Recommended learning resources
The Macquarie University Library MultiSearch provides students with access to software that you may need or find useful for your study at Macquarie
The Macquarie University Library contains a wealth of information that will assist you in this unit, particularly the electronic databases which include academic peer-reviewed journals such as:
- Journal of Marketing
- Journal of Consumer Research
- Journal of Marketing Research
- Journal of the Academy of Marketing Science
- European Journal of Marketing
- Journal of Strategic Marketing
- Journal of Retailing
- Journal of Service Research
- Journal of Advertising
- Journal of Marketing Management
- Journal of Consumer Psychology