Students

MKTG1001 – Marketing and Value Creation

2025 – Session 2, In person-scheduled-weekday, North Ryde

General Information

Download as PDF
Unit convenor and teaching staff Unit convenor and teaching staff
Lisa Rohanek
lisa.rohanek@mq.edu.au
Contact via Email or iLearn discussion board
Weekly Zoom Consultation Thursday 10-11am
Credit points Credit points
10
Prerequisites Prerequisites
Corequisites Corequisites
Co-badged status Co-badged status
Unit description Unit description
This unit focuses on the fundamentals of marketing in any organisation and how to create value for the customer offering.
Students learn how to understand the relationship between the organisation and the customer and how to develop strategies to create value. Students will learn the fundamental skills of marketing by applying these skills through practical workshops on a range of real-world case studies. Students will learn skills on how to present themselves and work in collaboration with others.

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: Understand fundamentals of marketing, concepts, frameworks and theories.
  • ULO2: Apply marketing concepts, frameworks and theories to a range of real world scenarios.
  • ULO3: Use a variety of tools to understand the customer, and create value through marketing efforts.
  • ULO4: Communicate marketing solutions to a range of scenarios in a collaborative environment.

Assessment Tasks

Name Weighting Hurdle Due
Professional practice: Customer empathy map 40% No 2025-09-19
Skills development: Writing for social media 30% No 2025-08-29
Professional practice: Shark Tank Pitch 30% No 2025-10-31

Professional practice: Customer empathy map

Assessment Type 1: Report
Indicative Time on Task 2: 15 hours
Due: 2025-09-19
Weighting: 40%

The purpose of this assessment is for you to enhance your understanding of customer needs and behaviour.   You will conduct research into a specific customer group and prepare a customer empathy map. You will make use of digital tools widely used in industry to effectively present your findings.   Skills in focus: - Research skills - Digital Skills - Communication skills - Discipline knowledge   Deliverable: Written submission Individual assessment


On successful completion you will be able to:
  • Understand fundamentals of marketing, concepts, frameworks and theories.
  • Apply marketing concepts, frameworks and theories to a range of real world scenarios.
  • Use a variety of tools to understand the customer, and create value through marketing efforts.

Skills development: Writing for social media

Assessment Type 1: Professional writing
Indicative Time on Task 2: 15 hours
Due: 2025-08-29
Weighting: 30%

The purpose of this assessment is for you to develop your understanding of contemporary marketing fundamentals and your ability to apply theoretical concepts in a professional context.   You will prepare a piece of social media writing on a marketing topic relevant to today's world. The ability to apply relevant marketing theories and frameworks with clear and impactful communication is highly sought after by employers.   Skills in Focus - Communication skills - Application of marketing theory - Research and evidence-based writing - Critical thinking and audience awareness   Deliverable: Written submission [max. 1,000 words] Individual assessment


On successful completion you will be able to:
  • Understand fundamentals of marketing, concepts, frameworks and theories.
  • Apply marketing concepts, frameworks and theories to a range of real world scenarios.
  • Communicate marketing solutions to a range of scenarios in a collaborative environment.

Professional practice: Shark Tank Pitch

Assessment Type 1: Presentation
Indicative Time on Task 2: 30 hours
Due: 2025-10-31
Weighting: 30%

The purpose of this assessment is for you to build expertise in creating and designing a product/service that aligns with the needs of the customer.   You will work in teams to identify and research a target customer group and then create a product/service that aligns with their needs.   Skills in focus: - Collaboration skills - Discipline expertise - Problem solving - Communication skills   Deliverable: Presentation [15 minutes] Group assessment


On successful completion you will be able to:
  • Apply marketing concepts, frameworks and theories to a range of real world scenarios.
  • Use a variety of tools to understand the customer, and create value through marketing efforts.
  • Communicate marketing solutions to a range of scenarios in a collaborative environment.

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

DELIVERY FORMAT

MKTG1001 has weekly 90 minute tutorials starting in week 2. 90 minute lectures are live in week 2,4,6,8,10. There is weekly pre recorded content for you to review before you attend your tutorial each week. 

Your tutorial each week applies the learning from the lecture while aligning to the assessment tasks. Your group project will be discussed weekly in the tutorial to allow you to work progressively with the group. 

RECOMMENDED TEXTBOOK 

The required textbook for this course is:  

Marketing, 6th Edition  

By Greg Elliott, Sharyn Rundle-Thiele, David Waller, Edward Bentrott, Siobhan Hatton-Jones, Pete Jeans, Stephanie Joshua Anandappa, Pauline Campbell 

You can access the textbook through Wiley Business Now.  

TECHNOLOGY USED & REQUIRED • Use of a laptop (recommended) or tablet is required to complete in-class activities. Please bring to every class. • Use of paper and pen is also required to complete in-class activities. 

Unit Schedule

Week

Lecture

Tutorial

1

28 July

Watch the lecture on iLearn

What is Marketing and creating value

 

NO TUTORIALS THIS WEEK

2

4 Aug

Live Lecture

Segmentation and target marketing

What is Marketing and creating value

Tutorials start THIS WEEK

3

11 Aug

Watch the lecture on iLearn

Positioning and Differentiation

Segmentation and target marketing

4

18 Aug

Live Lecture 

Consumer Behaviour

Positioning and Differentiation

5

25 Aug

Watch the lecture on iLearn

Types of Data

Consumer Behaviour

 

6

1 Sep

Live Lecture

Consumer Insights

Types of Data

 

7

8 Sep

Watch the lecture on iLearn

Product and branding

Consumer Insights
 

8

15 Sep

Live Lecture

Price and perception

Product and branding

 

9

6 Oct

Watch the lecture on iLearn

Distribution and access

Price and perception

 

10

13 Oct

Live Lecture

Integrated marketing

16 October 12-4pm

How to give a pitch presentation workshop 

Distribution and Access

 

11

20 Oct

Watch the lecture on iLearn

Customer Journey

Integrated marketing communication

12

27 Oct

Watch the lecture on iLearn

Experiences and metaverse

The Customer Journey 

13

3 Nov

Watch the lecture on iLearn

Ethics and Social Marketing

Sustainable marketing 

 

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/

Academic Success

Academic Success 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 2025.05 of the Handbook