Students

MKTG2006 – Marketing Technologies

2024 – Session 2, In person-scheduled-weekday, North Ryde

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff Unit Convenor
Ivan Ho
i.ho@mq.edu.au
Contact via Contact via Email or iLearn
Room 219, 4 Eastern Road
Thursday 10-11am
Credit points Credit points
10
Prerequisites Prerequisites
50cp at 1000 level or above including ((MKTG101 or MKTG1001) and (MKTG1003 or MKTG203))
Corequisites Corequisites
MKTG2002
Co-badged status Co-badged status
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 data 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 data visualization and storytelling, 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 to generate actionable insights through the use of marketing technology tools.
  • ULO3: Critically evaluate the capacity of data and technology to foster sustainable marketing practices.

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
Practice-based activities 20% No Week 2-12
Data Visualisation Report 40% No Week 8
MarTech Report 40% No Week 13

Practice-based activities

Assessment Type 1: Participatory task
Indicative Time on Task 2: 15 hours
Due: Week 2-12
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 to generate actionable insights through the use of marketing technology tools.

Data Visualisation Report

Assessment Type 1: Report
Indicative Time on Task 2: 17.5 hours
Due: Week 8
Weighting: 40%

 

This is an individual assessment in which students have to visualize and analyse marketing data using visual analytics platform, and generate practical insights.

 
On successful completion you will be able to:
  • Analyse and interpret marketing practices to generate actionable insights through the use of marketing technology tools.
  • Critically evaluate the capacity of data and technology to foster sustainable marketing practices.

MarTech Report

Assessment Type 1: Report
Indicative Time on Task 2: 17.5 hours
Due: Week 13
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 of data and 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

Please refer to iLearn for details.

Unit Schedule

Please refer to iLearn for details.

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 connect.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 the Service Connect Portal, 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 2024.05 of the Handbook