Students

MKTG3012 – New Venture Marketing

2025 – Session 1, Online-scheduled-weekday

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff Lecturer and Unit Convenor
Darren Kim
darren.kim@mq.edu.au
Contact via Email
Room 237, Level 2, 4 Eastern Road
Monday 11am-12pm
Tutor
Merita Cela
merita.cela@mq.edu.au
Contact via Email
Tutor
Michelle Carlin
michelle.carlin@mq.edu.au
Contact via Email
Tutor
Nulpurum Seo
nulpurum.seo@mq.edu.au
Contact via Email
Tutor
Sapna Patel
sapna.patel@mq.edu.au
Contact via Email
Credit points Credit points
10
Prerequisites Prerequisites
130 cp at 1000 level or above including MKTG1001 or ACCG2002 or COMP1350
Corequisites Corequisites
Co-badged status Co-badged status
Unit description Unit description

New ventures live or die by their ability to commercialise their first product or service and be able to successfully market their offerings to survive the start-up period. New venture marketers need a strategic vision of what value their new venture brings to consumers and how to compete against the products and services of established firms. A core skill for entrepreneurs, new product managers and those responsible for marketing in new ventures is that they are expected to be champions for new product innovations. This unit develops students’ knowledge to identify, develop and market new ventures market offerings. Students learn how to take a new ventures offering and commercialise it. Students learn how to conceive, develop, evaluate and implement innovative marketing strategies for new ventures offerings to the market.

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: Critically evaluate theories and concepts associated with new product development in new ventures.
  • ULO2: Apply appropriate techniques and frameworks to critically evaluate new venture marketing opportunities and problems.
  • ULO3: Develop solutions in response to new venture marketing opportunities and problems and communicate them in a professional manner to the audience.

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 apply for Special Consideration.

 

Assessment Tasks

Name Weighting Hurdle Due
Skills Development: Opportunity Analysis Report 30% No 11/04/2025
Professional Practice: Marketing Strategy & Brand Development Report 30% No 12/05/2025
Professional Practice: Feasibility Study & Business Model Proposal 40% No 06/06/2025

Skills Development: Opportunity Analysis Report

Assessment Type 1: Report
Indicative Time on Task 2: 18 hours
Due: 11/04/2025
Weighting: 30%

 

The purpose of this assessment is to develop skills in critically evaluating ideas for a new venture. This assessment encourages students to generate ideas for new ventures but finetunes the critical analysis to assess what is worth pursuing.   You will draw on theoretical frameworks to identify and justify new potential venture ideas. You will conduct an opportunity analysis for each idea, considering factors like market size, customer pain points, competitive landscape and feasibility.   Skills • Creativity • Research • Analytical • Critical thinking   Deliverable: Written submission [max. 1,500 words] Individual assessment

 

 
On successful completion you will be able to:
  • Critically evaluate theories and concepts associated with new product development in new ventures.
  • Apply appropriate techniques and frameworks to critically evaluate new venture marketing opportunities and problems.

Professional Practice: Marketing Strategy & Brand Development Report

Assessment Type 1: Project
Indicative Time on Task 2: 24 hours
Due: 12/05/2025
Weighting: 30%

 

The purpose of this assessment is to allow you to showcase your skills in presenting a new venture to an audience, justifying the feasibility and making recommendations for actionable implementation.   You will work in a group to identify the best venture idea from the previous individual assessments. This final group project challenges students to select the most viable idea from their feasibility studies and develop a go to market comprehensive marketing strategy and brand identity for the new venture.   Skills • Decision making • Critical thinking • Collaborative skills • Communication skills • Persuasive presentation skills   Deliverable: Oral Presentation [20 min] Group assessment  

 

 
On successful completion you will be able to:
  • Apply appropriate techniques and frameworks to critically evaluate new venture marketing opportunities and problems.
  • Develop solutions in response to new venture marketing opportunities and problems and communicate them in a professional manner to the audience.

Professional Practice: Feasibility Study & Business Model Proposal

Assessment Type 1: Report
Indicative Time on Task 2: 18 hours
Due: 06/06/2025
Weighting: 40%

 

The purpose of this assessment is to extend your skills in critically evaluating and assessing ideas while considering the implications to a business and its business model.   You will prepare a written feasibility study on a chosen venture idea from Assessment 1 to determine the viability of the new venture. You will determine how feasible the idea is and recommend appropriate business models. You will draw on your review to provide recommendations on whether the idea should proceed.   Skills • Analytical • Decision making • Critical thinking • Communication   Deliverable: Written submission [max. 2,000 words] Individual assessment  

 

 
On successful completion you will be able to:
  • Critically evaluate theories and concepts associated with new product development in new ventures.
  • Apply appropriate techniques and frameworks to critically evaluate new venture marketing opportunities and problems.
  • Develop solutions in response to new venture marketing opportunities and problems and communicate them in a professional manner to the audience.

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

  • This unit will be delivered in-class.
  • The delivery will include a combination of pre-recorded lectures, readings, and tutorials.
  • We have 1-hour pre-recorded lecture and 1.5-hour tutorial each week.
  • Additional readings will be uploaded to iLearn for each session. 

 

RESOURCES

PRESCRIBED TEXT

  • Trott, P. (2016) Innovation Management and New Product Development , 6th Edition,  Pearson: ISBN – 9781292133423.

RECOMMENDED TEXT

  • Crawford, C.M., & Di Benedetto, A. (2015) New Products Management, 11th  Edition, Irwin/McGraw–Hill Series in Marketing: ISBN - 9780078029042.

 

 

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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.

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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. 

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Unit information based on version 2025.05 of the Handbook