MKTG3004 – Marketing Project

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

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Unit convenor and teaching staff Unit convenor and teaching staff Unit Convenor
Leanne Carter
Room 135, 3MD
Wednesdays 1.00pm to 2.00pm and at other times by appointment
Credit points Credit points
Prerequisites Prerequisites
130cp at 1000 level or above including MKTG202 or MKTG2002
Corequisites Corequisites
Co-badged status Co-badged status
Unit description Unit description

Today, the competitive business world needs people who can bridge the gap between theory and practice. Businesses need marketers who can integrate their knowledge and consolidate their skills essential in designing and implementing marketing research projects to understand market behavior and develop useful marketing strategies. This unit develops students’ ability to apply marketing theory to practice through solving a marketing problem for a Client Partner. This unit focuses on identifying factors which influence the competitive positioning of a firm within an industry and to achieve an ethical, socially responsible, and sustainable competitive advantage.

Important Academic Dates

Information about important academic dates including deadlines for withdrawing from units are available at

Learning Outcomes

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

  • ULO1: Identify factors that influence the competitive position of a firm.
  • ULO2: Synthesise a range of perspectives on marketing strategies in practice to identify and effectively communicate potential solution/s.
  • ULO3: Reflect on team processes that enable industry analysis, assessment of marketing opportunities and the development of potential solution/s.
  • ULO4: Reflect on ethical considerations in marketing contexts.

General Assessment Information

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:

  1. 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.
  2. No assignment will be accepted more than 72 hours after the due date and time (incl. weekends) after the original due date.
  3. 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
Multimedia Production 20% No Week 3
Report 25% No Week 6
Project 40% No Week 11
Reflection 15% No Week 13

Multimedia Production

Assessment Type 1: Creative work
Indicative Time on Task 2: 20 hours
Due: Week 3
Weighting: 20%


Students will produce a 3-5 minute multimedia production.


On successful completion you will be able to:
  • Reflect on ethical considerations in marketing contexts.


Assessment Type 1: Report
Indicative Time on Task 2: 20 hours
Due: Week 6
Weighting: 25%


Submit a 2,000 word progress report to demonstrate your understanding of the relevant situation analysis in the group marketing project. This is an individual assignment.


On successful completion you will be able to:
  • Identify factors that influence the competitive position of a firm.


Assessment Type 1: Project
Indicative Time on Task 2: 20 hours
Due: Week 11
Weighting: 40%


This is a group task which is made up of two components:

  • Group Report - 3,000 words, is written by all members of the group
  • Individual Presentation of 3 to 5 minutes


On successful completion you will be able to:
  • Synthesise a range of perspectives on marketing strategies in practice to identify and effectively communicate potential solution/s.


Assessment Type 1: Reflective Writing
Indicative Time on Task 2: 10 hours
Due: Week 13
Weighting: 15%


Submit a 1,000 word critical reflection on teamwork.


On successful completion you will be able to:
  • Reflect on team processes that enable industry analysis, assessment of marketing opportunities and the development of potential solution/s.

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

The unit is comprised of:

• One recorded Lecture per week that is to be viewed prior to attending your tutorial


• 13 x 2 hour tutorials in weeks 1 to 13.


• Students are required to form groups in Week 1 of session. It is therefore important that,once students are enrolled in a tutorial students should remain in that particular tutorial, as changing would be disruptive to fellow students. It also means you MUST be in attendance at week 1 tutorial.

• Students are expected to arrive on time, and not leave until the class ends.

• Mobile phone must be turned OFF!


The timetable for classes can be found on the University web site at:


Group Work

Group work is an inherent requirement for completing this unit satisfactorily.



Prizes for this unit MKTG3004:


Prizes for all PACE Subjects

Prof. Judyth Sachs PACE Prizes:

This PACE Prize is awarded at the completion of the academic year for all students enrolled in PACE subjects across the whole university.



Required and Recommended Texts And/or Materials

Required and Recommended Texts And/or Materials

Required Text

Kim, W.C. and Mauborgne, R. (2014). Blue ocean strategy, expanded edition: How to create uncontested market space and make the competition irrelevant. Harvard Business Review Press.


Other Readings you may find helpful with your project

D'Alessandro, S., Lowe, B., Winzar, H., Zikmund, W., & Babin, B. J. (2017). Marketing

Research: Asia-Pacific Edition. Cengage AU.

Elliott, G., Rundle-Thiele, S. & Waller, D., 2019. Marketing, 4/E. John Wiley & Sons, Australia.

Kerin, R.A. & Peterson, R.A., 2012. Strategic Marketing Problems: Cases and Comments, International Edition, 13/E. Pearson Education USA.

Levitt, T., (1960). Marketing myopia. Harvard business review, 38(4), pp.24-47.

Ling, P., D'Alessandro, S. & Winzar, H. (2015). Consumer Behaviour in Action. Oxford

University. Press Australia and New Zealand.

Palmatier, Robert and Shrihari Sidhar (2017), Marketing Strategy: Based on First Principles and Data Analytics, Palgrave Macmillan Education.

Porter, M.E. (2008). The five competitive forces that shape strategy. Harvard business review, 86(1), pp.25-40.

Porter, M.E. (1986). Competition in global industries: A conceptual framework. Competition in global industries, 15, p.60.

Webster, F.E. (1988). The rediscovery of the marketing concept. Business horizons, 31(3), pp.29-39.

Zikmund, Ward, Winzar, Lowe & Babin. (2011) Marketing Research: 2nd Asia-Pacific Edition, Cengage.



Technology Used: Unit web page

Please note the unit’s logon iLearn address is:

Here you will find the unit resources, learning materials, important announcements, rubrics, and assessment drop boxes. It is each student’s responsibility to regularly check iLearn.


The tutorials in this unit will not be recorded using iLearn. Industry presentations by senior executive, may not be recorded due to commercial in confidence information. Your presence at these lectures is compulsory. Attendance will be recorded. If you cannot attend, you will need to apply for SPECIAL CONSIDERATION and have appropriate certification. Non-attendance at industry presentations may result in a fail grade for the overall unit. You will not be able to undertake the group project without attending and engaging with industry partners.

Unit Schedule

Refer to iLearn

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Changes since First Published

Date Description
15/07/2021 Changes to Special Consideration policy was required.