Students
MMBA8020 – Marketing Management
2020 – MGSM term 3, Special circumstance
General Information
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| Unit convenor and teaching staff |
Unit convenor and teaching staff
Lan Snell
Level 2, Room 230, 3 Management Drive
Thursdays 12-1pm on zoom. Please register
Oliver Manlutac
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|---|---|
| Credit points |
Credit points
10
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| Prerequisites |
Prerequisites
Admission to MBA or PGDipMgt or GradDipMgt or GradCertMgt or MSocEntre or GradCertSocEntre
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| Corequisites |
Corequisites
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| Co-badged status |
Co-badged status
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| Unit description |
Unit description
Marketing is a vital component to the success of any business. In a dynamic and competitive world, where consumers’ preferences are changing rapidly, marketing helps business gain insights into customers and how to create value that is unique and relevant for customers, the business, and society as a whole. Marketing ensures that value is communicated and delivered effectively to customers in order to generate sustainable profit. Thus, it is critical to understand the role, the contribution, and the process of marketing within an organization. |
Important Academic Dates
Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates
Learning Outcomes
On successful completion of this unit, you will be able to:
- ULO1: Analyse and apply marketing concepts, frameworks, and tools to address marketing problems.
- ULO2: Critically evaluate the strategic and tactical marketing decisions and their outcomes.
- ULO3: Formulate and plan marketing for a new or existing business.
- ULO4: Apply ethical and responsible thinking in evaluating marketing decisions and practices.
- ULO5: Work effectively in teams in developing marketing solutions.
General Assessment Information
Late assessment submissions must also be submitted through the appropriate submission link in iLearn. No extensions will be granted unless an application for Special Consideration is made and approved. There will be a deduction of 10% of the total available marks made from the total awarded mark for each 24 hour period or part thereof that the submission is late. Late submissions will not be accepted after solutions have been discussed and/or made available.
Note: Further information on submitting an Application for Special Consideration can be found at https://students.mq.edu.au/study/my-study-program/special-consideration
Assessment Tasks
| Name | Weighting | Hurdle | Due |
|---|---|---|---|
| In-class Group Work | 20% | No | Ongoing |
| Individual Project | 30% | No | Week 5 |
| Marketing Plan | 50% | No | Week 10 |
In-class Group Work
Assessment Type 1: Practice-based task
Indicative Time on Task 2: 15 hours
Due: Ongoing
Weighting: 20%
Each session, students will participate in class activities in forms of case study discussions and solutions, weekly challenges, online discussion forum, quizzes, etc.
On successful completion you will be able to:
- Analyse and apply marketing concepts, frameworks, and tools to address marketing problems.
- Formulate and plan marketing for a new or existing business.
- Work effectively in teams in developing marketing solutions.
Individual Project
Assessment Type 1: Project
Indicative Time on Task 2: 30 hours
Due: Week 5
Weighting: 30%
Each student needs to write a case analysis, evaluating the key decisions in the case and their outcomes, and applying ethical thinking to critically assess the decisions and practices. Students need to individually write a critical analysis of a case they choose, evaluating the key decisions made in the case and their outcomes, and applying ethical thinking to critically assess the decisions and practices.
Length: 2,000-word limit
On successful completion you will be able to:
- Critically evaluate the strategic and tactical marketing decisions and their outcomes.
- Apply ethical and responsible thinking in evaluating marketing decisions and practices.
Marketing Plan
Assessment Type 1: Report
Indicative Time on Task 2: 20 hours
Due: Week 10
Weighting: 50%
Each student needs to write a report based on the marketing plan they have been working on during the sessions. Specially, students need to write a report covering the following topics:
1. What is the role, contribution, and process of marketing in the organization? 2. What alternative tactical decisions do you recommend, please justify
Length: 20 minutes group presentation, and 2,000-word limit individual report
On successful completion you will be able to:
- Analyse and apply marketing concepts, frameworks, and tools to address marketing problems.
- Critically evaluate the strategic and tactical marketing decisions and their outcomes.
- Formulate and plan marketing for a new or existing business.
1 If you need help with your assignment, please contact:
- the academic teaching staff in your unit for guidance in understanding or completing this type of assessment
- the Writing Centre for academic skills support.
2 Indicative time-on-task is an estimate of the time required for completion of the assessment task and is subject to individual variation
Delivery and Resources
Due to COVID-19, MMBA8020 Session 3 will be delivered remotely. The delivery will include a combination of short video lectures, online readings and discussions, case discussions, online activities, and weekly live classes.
It is important that you complete the required readings and activities to participate in the discussion forums and live classes.
UNIT READINGS
Mandatory readings and case studies will be uploaded to iLearn for each session.
RECOMMENDED TEXT
Kotler & Keller, Marketing Management, 15th edition, 2016
Osterwalder, Alexander & Pigneur, Yves (2010) Business Model Generation, First Edition, Wiley, ISBN: 978-0470-87641-1
Unit Schedule
Please refer to iLearn
Policies and Procedures
Macquarie University policies and procedures are accessible from Policy Central (https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policy-central). Students should be aware of the following policies in particular with regard to Learning and Teaching:
- Academic Appeals Policy
- Academic Integrity Policy
- Academic Progression Policy
- Assessment Policy
- Fitness to Practice Procedure
- Grade Appeal Policy
- Complaint Management Procedure for Students and Members of the Public
- Special Consideration Policy (Note: The Special Consideration Policy is effective from 4 December 2017 and replaces the Disruption to Studies Policy.)
Students seeking more policy resources can visit the Student Policy Gateway (https://students.mq.edu.au/support/study/student-policy-gateway). It is your one-stop-shop for the key policies you need to know about throughout your undergraduate student journey.
If you would like to see all the policies relevant to Learning and Teaching visit Policy Central (https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policy-central).
Student Code of Conduct
Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/study/getting-started/student-conduct
Results
Results published on platform other than eStudent, (eg. iLearn, Coursera etc.) or released directly by your Unit Convenor, are not confirmed as they are subject to final approval by the University. Once approved, final results will be sent to your student email address and will be made available in eStudent. For more information visit ask.mq.edu.au or if you are a Global MBA student contact globalmba.support@mq.edu.au
Student Support
Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/
Learning Skills
Learning Skills (mq.edu.au/learningskills) provides academic writing resources and study strategies to help you improve your marks and take control of your study.
The Library provides online and face to face support to help you find and use relevant information resources.
Student Services and Support
Students with a disability are encouraged to contact the Disability Service who can provide appropriate help with any issues that arise during their studies.
Student Enquiries
For all student enquiries, visit Student Connect at ask.mq.edu.au
If you are a Global MBA student contact globalmba.support@mq.edu.au
IT Help
For help with University computer systems and technology, visit http://www.mq.edu.au/about_us/offices_and_units/information_technology/help/.
When using the University's IT, you must adhere to the Acceptable Use of IT Resources Policy. The policy applies to all who connect to the MQ network including students.