Students
MKTG2006 – Marketing Technologies
2021 – Session 2, Special circumstances
Session 2 Learning and Teaching Update
The decision has been made to conduct study online for the remainder of Session 2 for all units WITHOUT mandatory on-campus learning activities. Exams for Session 2 will also be online where possible to do so.
This is due to the extension of the lockdown orders and to provide certainty around arrangements for the remainder of Session 2. We hope to return to campus beyond Session 2 as soon as it is safe and appropriate to do so.
Some classes/teaching activities cannot be moved online and must be taught on campus. You should already know if you are in one of these classes/teaching activities and your unit convenor will provide you with more information via iLearn. If you want to confirm, see the list of units with mandatory on-campus classes/teaching activities.
Visit the MQ COVID-19 information page for more detail.
General Information
Download as PDF
| Unit convenor and teaching staff |
Unit convenor and teaching staff
Unit Convener
Dr. Ivan Ho
Contact via Contact via Email or iLearn
Room 145, 3 Management Drive
Tuesday 10-11am, Wednesday 1-2pm
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|---|---|
| Credit points |
Credit points
10
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| Prerequisites |
Prerequisites
Admission to BMktgMedia and 50cp at 1000 level or above including ((MKTG101 or MKTG1001) and (MKTG1003 or MKTG203))
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| Corequisites |
Corequisites
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| Co-badged status |
Co-badged status
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| Unit description |
Unit description
The field of marketing is becoming more technology and data-driven. Companies are increasingly demanding marketing talents who possess the ability to navigate and harness digital touchpoints in creating a personalised brand and user experience. This unit develops students' knowledge on the role of customer data, marketing automation, and intelligent workflow design in uncovering marketing insights, optimising the marketing mix, and facilitating greater marketing agility. This unit bridges the gap between marketing and technology, and develops students’ knowledge of technology platforms, skills in analytical thinking and problem solving and understanding of digital-sustainable marketing strategy. |
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: Identify and explain the role of technology and data in enhancing marketing strategies.
- ULO2: Analyse and interpret marketing practices that use technology to solve problems.
- ULO3: Critically evaluate the capacity for technology to foster sustainable marketing practices.
General Assessment Information
Late submissions of assignments:
Sometimes unavoidable circumstances occur that might prevent you from submitting an assignment on time and, in that case, you may be eligible to lodge a Special Consideration request.
Unless a Special Consideration request has been submitted and approved, please note that no extensions to assignment deadlines will be granted. Assignments that are submitted late will attract a late penalty:
- 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.
- No assignment will be accepted more than 72 hours after the due date and time (incl. weekends) after the original due date.
- No late submissions will be accepted for timed assessments (e.g., quizzes, online tests) or for tasks with a weighting of 10% or less of the total unit assessment.
Assessment Tasks
| Name | Weighting | Hurdle | Due |
|---|---|---|---|
| Practice-based activities | 20% | No | Week 3-12 |
| MarTech Report | 40% | No | Week 9 |
| Case Study Analysis | 40% | No | Week 13 |
Practice-based activities
Assessment Type 1: Participatory task
Indicative Time on Task 2: 15 hours
Due: Week 3-12
Weighting: 20%
Discussion topics and tasks related to marketing technologies will be given to students during weekly tutorials (4 * 5%).
On successful completion you will be able to:
- Identify and explain the role of technology and data in enhancing marketing strategies.
- Analyse and interpret marketing practices that use technology to solve problems.
MarTech Report
Assessment Type 1: Report
Indicative Time on Task 2: 17.5 hours
Due: Week 9
Weighting: 40%
This is an individual report in which students have to research and critique how specific marketing technologies have been applied in recent years to enhance marketing strategies and its executions. 2,000 words.
On successful completion you will be able to:
- Identify and explain the role of technology and data in enhancing marketing strategies.
- Critically evaluate the capacity for technology to foster sustainable marketing practices.
Case Study Analysis
Assessment Type 1: Case study/analysis
Indicative Time on Task 2: 17.5 hours
Due: Week 13
Weighting: 40%
This is a problem-based case study given to students, where they have to critically analyse the application of technologies in marketing, with a focus on the ethical and sustainable use of customer data in developing marketing strategies. This is an individual-based assignment. 2,000 words
On successful completion you will be able to:
- Analyse and interpret marketing practices that use technology to solve problems.
- Critically evaluate the capacity for technology to foster sustainable marketing practices.
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
Teaching and Learning Strategy
- This unit is offered in weekday mode, with a combination of weekly pre-recorded lectures (1.5-hour) and tutorials (1.5-hour)
- Students are expected to be active and engaged learners, contributing fully unit activities and topic discussions
- Learning activities include individual and group tasks that are to be completed during private study and in tutorials
Prescribed Textbook
- There is no prescribed textbook for this unit
Recommended Texts
- Sterne, J. (2017). Artificial intelligence for marketing: practical applications. John Wiley & Sons.
- Palmatier, R. W., & Martin, K. D. (2019). The Intelligent Marketer’s Guide to Data Privacy: The Impact of Big Data on Customer Trust. Springer.
- Weinman, J. (2015). Digital disciplines: Attaining market leadership via the cloud, big data, social, mobile, and the Internet of things. John Wiley & Sons.
Recommended Journal Articles
- Balducci, B., & Marinova, D. (2018). Unstructured data in marketing. Journal of the Academy of Marketing Science, 46(4), 557-590. doi: https://doi-org.simsrad.net.ocs.mq.edu.au/10.1007/s11747-018-0581-x
- Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48(1), 24-42. doi: https://doi.org/10.1007/s11747-019-00696-0
- Grewal, D., Hulland, J., Kopalle, P. K., & Karahanna, E. (2020). The future of technology and marketing: a multidisciplinary perspective. Journal of the Academy of Marketing Science, 48, 1-8. doi: https://doi.org/10.1007/s11747-019-00711-4
- Huang, M. H., & Rust, R. T. (2018). Artificial intelligence in service. Journal of Service Research, 21(2), 155-172. doi: https://doi.org/10.1177/1094670517752459
- Thomaz, F., Salge, C., Karahanna, E., & Hulland, J. (2020). Learning from the Dark Web: leveraging conversational agents in the era of hyper-privacy to enhance marketing. Journal of the Academy of Marketing Science, 48(1), 43-63. doi: https://doi.org/10.1007/s11747-019-00704-3
Recommended Learning Resources
- Macquarie University Library and Google Scholar provide students with access to electronic databases, including academic peer-reviewed journals, books, articles, and videos.
- Students are also encouraged to read peer-reviewed journals from other disciplines when relevant.
Unit Schedule
Please refer to iLearn.
Policies and Procedures
Macquarie University policies and procedures are accessible from Policy Central (https://policies.mq.edu.au). 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
Students seeking more policy resources can visit Student Policies (https://students.mq.edu.au/support/study/policies). It is your one-stop-shop for the key policies you need to know about throughout your undergraduate student journey.
To find other policies relating to Teaching and Learning, visit Policy Central (https://policies.mq.edu.au) and use the search tool.
Student Code of Conduct
Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/admin/other-resources/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.
Changes since First Published
| Date | Description |
|---|---|
| 16/07/2021 | Late submissions statement |
| 15/07/2021 | unit schedule |
Unit information based on version 2021.04 of the Handbook