Unit convenor and teaching staff |
Unit convenor and teaching staff
Unit Convenor
Leanne Carter
Contact via email
Room 135, 3MD
Wednesdays 3.00pm to 4.00pm and at other times by appointment
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Credit points |
Credit points
10
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Prerequisites |
Prerequisites
130cp at 1000 level or above including MKTG202 or MKTG2002 or MKTG2008 or MKTG208
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Corequisites |
Corequisites
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Co-badged status |
Co-badged status
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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. |
Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates
On successful completion of this unit, you will be able to:
Late submissions of assessments Unless a Special Consideration request has been submitted and approved, no extensions will be granted. There will be a deduction of 10% of the total available assessment-task marks made from the total awarded mark for each 24-hour period or part thereof that the submission is late. Late submissions will only be accepted up to 96 hours after the due date and time.
No late submissions will be accepted for timed assessments – e.g., quizzes, online tests.
Table 1: Penalty calculation based on submission time
Submission time after the due date (including weekends) |
Penalty (% of available assessment task mark) |
Example: for a non-timed assessment task marked out of 30 |
< 24 hours |
10% |
10% x 30 marks = 3-mark deduction |
24-48 hours |
20% |
20% x 30 marks = 6-mark deduction |
48-72 hours |
30% |
30% x 30 marks = 9-mark deduction |
72-96 hours |
40% |
40% x 30 marks = 12-mark deduction |
> 96 hours |
100% |
Assignment won’t be accepted |
Special Consideration To request an extension on the due date/time for a timed or non-timed assessment task, you must submit a Special Consideration application. An application for Special Consideration does not guarantee approval.
The approved extension date for a student becomes the new due date for that student. The late submission penalties above then apply as of the new due date.
Name | Weighting | Hurdle | Due |
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Multimedia Production | 20% | No | Week 3 |
Report | 25% | No | Week 7 |
Project | 40% | No | Week 12 |
Reflection | 15% | No | Week 13 |
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.
Assessment Type 1: Report
Indicative Time on Task 2: 20 hours
Due: Week 7
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.
Assessment Type 1: Project
Indicative Time on Task 2: 20 hours
Due: Week 12
Weighting: 40%
This is a group task which is made up of two components:
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.
1 If you need help with your assignment, please contact:
2 Indicative time-on-task is an estimate of the time required for completion of the assessment task and is subject to individual variation
Students enrolled in ONLINE DELIVERY: there will be 1-hour online pre-recorded lecture on a weekly basis, plus a 2-hour online weekly workshop.
Students enrolled in FACE-TO-FACE DELIVERY: there will be 1-hour online pre-recorded lecture on a weekly basis, plus a 2-hour face-to-face weekly workshop.
The unit is comprised of:
• One recorded Lecture per week that is to be viewed prior to attending your tutorial
plus
• 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.
The timetable for classes can be found on the University web site at: http://www.timetables.mq.edu.au/
Group Work
Group work is an inherent requirement for completing this unit satisfactorily.
Prizes
Prizes for this unit MKTG3004: http://www.businessandeconomics.mq.edu.au/undergraduate_degrees/prizes_scholarships
Prizes for all PACE Subjects
Prof. Judyth Sachs PACE Prizes: https://students.mq.edu.au/experience/practical-experience/pace-experience/apply-for-a-prize
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: http://ilearn.mq.edu.au
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. Non-attendance at industry presentations may result in your inability to complete required tasks for the overall unit. You will not be able to undertake the group project without attending and engaging with industry partners.
Week |
Lectures Asynchronous Posted on Monday Morning to iLearn |
Tutorial F2F or Zoom Sessions Synchronous (In timetabled tutorial time) |
Assessments and other significant information |
Week 1 |
Introduction to unit and Ethics
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Unit Guide and Assessments Forming Groups
Zoom Sessions 2 Breakout rooms of 15 students (120 mins)
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Week 2 |
Red Ocean and Other Marketing Frameworks |
Review Ethics and CSR activities Secondary research about the Client Partner (getting ready for their presentation)
Zoom Sessions 2 Breakout rooms of 15 students (120 mins)
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Week 3 |
Client Partner Presentation (live) Client presentation replaces usual lecture MONDAY 7th March to be confirmed
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NO COMPULSORY TUTORIAL THIS WEEK |
Multi-media Video Presentation Due 11pm Sunday |
Week 4 |
From Red Ocean to Blue Ocean -The Four Phases for Analysis |
Situation Analysis Phases 1 to 4 Activities
Zoom Sessions 4 Breakout rooms (30 mins per phase)
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Australian Marketplace Data, Consumers, Competitors, the Supply Chain and the Client Partner |
Situation Analysis Phase 1 to 4 Activities
Phase 1-4 Zoom Sessions 4 Breakout rooms (30 mins per phase)
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Week 6 |
Marketing Frameworks Revisited |
Situation Analysis Phase 1 to 4 Activities
Zoom Session Student Consultations as required- please refer to your individual Tutor for further details
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Marks released and feedback for Multimedia Video Presentation |
Week 7 |
Working in High Performing Teams
Combining Porter’s model, the Value Chain, PESLTE and other Marketing Frameworks with Blue Ocean Tools
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Working in High Performing Teams: the worksheet activities
Blue Ocean Strategy: Tools of Analysis -start thinking of potential solutions for our industry partner.
Zoom Session After being briefed on the Team Worksheets, Students should be working independently as they finalise their phase reports. Q&A drop in clinic as required.
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Phase Reports Due 11pm Sunday
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NO CLASSES |
MID SESSION BREAK
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Week 8 |
NO LECTURE Public Holiday on the Monday |
Feedback on Phase Reports
Strategy Development (BOS) -Using Blue Ocean tools of analysis to identify potential strategies
Zoom Session Up to 10 breakout rooms of 4 students Groups 1 to 10
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Marks released and feedback for Phase Reports |
Week 9 |
Blue Ocean Strategy |
Strategy Development (BOS)
Zoom Session Up to 10 breakout rooms of 4 students Groups 1 to 10
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Week 10 |
Persuasive Presentations
Application of Blue Ocean tools for the Industry Partner
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Persuasive Presentations and Strategy Development (BOS)
Zoom Session Up to 10 breakout rooms of 4 students Groups 1 to 10
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Week 11 |
Blue Ocean Tools and the Strategies-putting them all together |
Strategy Development (BOS)-Finalising the Strategies
Open Zoom session for all students in tutorial class
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Week 12 |
The Importance of Reflection in Education, Work and Life |
Student Presentations
Students to work on reflective journals.
Open Zoom session for all students in tutorial class
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Group Report Due Sunday 11pm and Group Presentation Due Sunday 11pm and Individual Peer Assessment Form Due Sunday 11pm
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Week 13 |
Grand Final Presentations and Reflections from the Client Partner |
Student consultations
Students to work on reflective journals.
Open Zoom session for all students in tutorial class
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Reflective Journal Due 11pm Sunday
Marks for Reflective Journal and Individual Presentation are to be withheld until all grades are released with final results. |
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:
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.
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 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
At Macquarie, we believe academic integrity – honesty, respect, trust, responsibility, fairness and courage – is at the core of learning, teaching and research. We recognise that meeting the expectations required to complete your assessments can be challenging. So, we offer you a range of resources and services to help you reach your potential, including free online writing and maths support, academic skills development and wellbeing consultations.
Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/
The Writing Centre provides resources to develop your English language proficiency, academic writing, and communication skills.
The Library provides online and face to face support to help you find and use relevant information resources.
Macquarie University offers a range of Student Support Services including:
Got a question? Ask us via AskMQ, or contact Service Connect.
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.
Unit information based on version 2022.03 of the Handbook