Students

MKTG3004 – PACE: Marketing Project

2023 – Session 1, Online-scheduled-weekday

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff Unit Convenor
Leanne Carter
leanne.carter@mq.edu.au
Room 229, 4ER
Please email for an appointment
Credit points Credit points
10
Prerequisites Prerequisites
130cp at 1000 level or above including MKTG202 or MKTG2002 or MKTG2008 or MKTG208
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.

Visit Employability Connect for important information on this unit.

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 factors that influence the competitive position of a firm.
  • ULO2: Synthesise a range of perspectives on marketing strategies in practice to independently and collaboratively 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

Late Assessment Submission Penalty (written assessments)  

  

Unless a Special Consideration request has been submitted and approved, a 5% penalty (of the total possible mark) will be applied each day a written assessment is not submitted, up until the 7th day (including weekends). After the 7th day, a grade of ‘0’ will be awarded even if the assessment is submitted. Submission time for all written assessments is set at 11.55pm. A 1-hour grace period is provided to students who experience a technical concern.   

  

For any late submissions of time-sensitive tasks, such as scheduled tests/exams, performance assessments/presentations, and/or scheduled practical assessments/labs, students need to submit an application for Special Consideration. 

 

Assessment Tasks

Name Weighting Hurdle Due
Multimedia Production 20% No Week 3
Report 25% No Week 7
Project 40% No Week 12
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.

Report

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.

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

Project

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:

  • Group Report - 3,000 words, is written by all members of the group (20%)
  • Individual Presentation of 3 to 5 minutes (20%)

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

Reflection

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

Please refor to iLearn for these details.

 

Unit Schedule

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

 

Unit Guide and Assessments

Forming Groups

 

Zoom Sessions

2 Breakout rooms of 15 students

(120 mins)

 

 

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)

 

 

Week 3

Client Partner Presentation

(live)

Client presentation replaces usual lecture

MONDAY 6th March at 4pm.TBC

 

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)

 

 

 

Week 5

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)

 

 

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

 

 

Marks released and feedback for Multimedia Video Presentation

Week 7

Working in High Performing Teams

 

Combining Porter’s model, the Value Chain, PESTEL and other Marketing Frameworks with Blue Ocean Tools

 

 

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.

Phase Reports

Due 11pm Sunday 

 

Please note that this is due date coincides with our Easter Break. Plan your diary to take this into account.

 

 

NO CLASSES

 

MID SESSION BREAK

 

Week 8

 

Blue Ocean Strategy Theory

Feedback on Phase Reports

 

Teamwork

 

Strategy Development (BOS) -Using Blue Ocean tools of analysis to identify potential strategies

 

Zoom Session

Whole class to discuss BOS tools

 

Marks released and feedback for Phase Reports

Week 9

Application of Blue Ocean tools for the Industry Partner

 

Strategy Development (BOS)

 

 Zoom Session

Up to 10 breakout rooms of 4 students

Groups 1 to 10

 

 

Week 10

Persuasive Presentations

 

 

Persuasive Presentations and Strategy Development (BOS)

 

Zoom Session

Up to 10 breakout rooms of 4 students

Groups 1 to 10

 

Week

11

Blue Ocean Tools and the Strategies-putting them all together

Strategy Development (BOS)-Finalising the Strategies

Presentation Techniques

 

Open Zoom session for all students in tutorial class

 

 

 

Week 12

The Importance of Reflection in Education, Work and Life 

Presentation Techniques

 

Finalising BOS The Strategies, the Prototypes and the Budgets

 

Open Zoom session for all students in tutorial class

 

Group Report

Due Sunday 11pm

and

Group Presentation

Due Sunday 11pm

and

Individual Peer Assessment Form

Due Sunday 11pm

 

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

 

Reflective Journal

Due 11pm Sunday

 

 

 

 

 

Marks for the Group Report will be released on iLearn on week commencing 12th June.

 

 Marks for Reflective Journal and Individual Presentation are to be withheld until all grades are released with end of session results.

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:

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

Academic Integrity

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.

Student Support

Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/

The Writing Centre

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. 

Student Services and Support

Macquarie University offers a range of Student Support Services including:

Student Enquiries

Got a question? Ask us via AskMQ, or contact Service Connect.

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.

Unit information based on version 2023.04 of the Handbook