Students

MKTG1001 – Marketing and Value Creation

2025 – Session 1, In person-scheduled-weekday, North Ryde

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff Lecturer
Lisa Rohanek
lisa.rohanek@mq.edu.au
Contact via Email or iLearn discussion board
E4A Level 2
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.

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
Skills development: Writing for social media 30% No 28/03/2025
Professional practice: Customer empathy map 40% No 02/05/2025
Professional practice: Shark Tank Pitch 30% No Week 11-13

Skills development: Writing for social media

Assessment Type 1: Professional writing
Indicative Time on Task 2: 15 hours
Due: 28/03/2025
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: Customer empathy map

Assessment Type 1: Report
Indicative Time on Task 2: 15 hours
Due: 02/05/2025
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.

Professional practice: Shark Tank Pitch

Assessment Type 1: Presentation
Indicative Time on Task 2: 30 hours
Due: Week 11-13
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

MKTG1001 Delivery Schedule

Week

Lecture

Tutorial

1

24 Feb

Pre Recorded

What is Marketing and creating value

None

2

3 Mar

Live

Segmentation and target marketing

What is Marketing and creating value

3

10 Mar

Pre Recorded

Positioning and Differentiation

Segmentation and target marketing

4

17 Mar

Live

Consumer Behaviour

Positioning and Differentiation

5

24 Mar

Pre Recorded

Types of Data

Consumer Behaviour

 

6

31 Mar

Live

Consumer Insights

Types of Data

 

7

7 Apr

Pre Recorded

Product and branding

Consumer Insights

RECESS 14 April to 27 April

8

28 Apr

Live

Price and perception

Product and branding

 

9

5 May

Pre Recorded

Distribution and access

Price and perception

 

10

12 May

Live

Integrated marketing

Integrated marketing

 

11

19 May

Pre Recorded

Customer Journey

In class presentation

12

26 May

Pre Recorded

Experiences and metaverse

In class presentation

13

2 Jun

Pre Recorded

Ethics and Social Marketing

In class presentation

 

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.

Changes from Previous Offering

Change of assessment events (reduce 4 assessments to 3 assessments)

Addition of data types to the delivery schedule

Changes since First Published

Date Description
19/02/2025 Updated delivery information
09/02/2025 Amendment to special consideration in general assessment comment

Unit information based on version 2025.04 of the Handbook