Students
MMBA8020 – Marketing Management: Creating Value for Stakeholders
2025 – Term 2, In person-scheduled-weekday, City
General Information
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| Unit convenor and teaching staff |
Unit convenor and teaching staff
Unit Convenor
Rico Piehler
Contact via email
4 Eastern Road, Level 2, Room 230
by appointment
Lecturer
Michael Cherry
Contact via email
by appointment
|
|---|---|
| Credit points |
Credit points
10
|
| Prerequisites |
Prerequisites
Admission to MBA or GradCertBusAdmin or GradDipBusAdmin
or PGDipMgt or GradDipMgt or GradCertMgt or MSocEntre or GradCertSocEntre
|
| Corequisites |
Corequisites
|
| Co-badged status |
Co-badged status
|
| Unit description |
Unit description
This unit examines the vital role of marketing in today’s fast-paced business environment. You will learn to use data to make informed decisions, influence customer behaviour, and develop marketing strategies that support business goals and sustainable growth. Key areas include brand building, product innovation, pricing strategies, managing distribution channels, and integrated marketing communications. Through practical learning, case studies, and industry guest speakers, you will gain the skills needed to excel as a marketing leader. You will enhance your ability to analyse market trends, understand customer behaviour, assess competitors, and apply strategic thinking for long-term marketing success. The unit also develops your problem-solving and communication skills to address complex marketing challenges. |
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: Apply marketing concepts, frameworks, and tools to address marketing problems, individually and in collaboration with others.
- ULO2: Develop a marketing strategy in collaboration with others based on a comprehensive market analysis.
- ULO3: Implement a marketing strategy by developing an actionable tactical plan.
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 |
|---|---|---|---|
| Participation | 20% | No | Weekly |
| Marketing strategy | 30% | No | 05/05/2025 |
| Tactical Plan | 50% | No | 13/06/2025 |
Participation
Assessment Type 1: Participatory task
Indicative Time on Task 2: 15 hours
Due: Weekly
Weighting: 20%
Active participation in and contribution to class discussions.
On successful completion you will be able to:
- Apply marketing concepts, frameworks, and tools to address marketing problems, individually and in collaboration with others.
Marketing strategy
Assessment Type 1: Presentation
Indicative Time on Task 2: 30 hours
Due: 05/05/2025
Weighting: 30%
In groups, students develop a marketing strategy presentation and present their results. Length: 15 minutes
On successful completion you will be able to:
- Apply marketing concepts, frameworks, and tools to address marketing problems, individually and in collaboration with others.
- Develop a marketing strategy in collaboration with others based on a comprehensive market analysis.
Tactical Plan
Assessment Type 1: Report
Indicative Time on Task 2: 45 hours
Due: 13/06/2025
Weighting: 50%
Based on the marketing strategy presentation, students write an actionable tactical plan to implement the marketing strategy. Length: 2,000 words
On successful completion you will be able to:
- Apply marketing concepts, frameworks, and tools to address marketing problems, individually and in collaboration with others.
- Implement a marketing strategy by developing an actionable tactical plan.
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
This unit will be delivered hybrid (F2F and online, depending on your enrolment mode) through weekly 4-hour seminars.
There is no prescribed textbook for the unit, but a list of required readings for each week is made available on iLearn, together with other resources to support your learning (e.g., videos and journal articles).
Unit Schedule
Week 1: Getting Started in Marketing
Week 2: Analysing Your Market & Understanding Customer Decision-Making
Week 3: Coming up with a Winning Marketing Strategy
Week 4: Building a Brand
Week 5: Marketing Strategy Group Presentations
Week 6: Designing Desirable Offers
Week 7: Optimizing the Pricing Strategy
Week 8: Deciding on a Distribution Strategy
Week 9: Developing a Communication Strategy
Week 10: Bringing it All Together
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:
- Academic Appeals Policy
- Academic Integrity Policy
- Academic Progression Policy
- Assessment Policy
- Fitness to Practice Procedure
- Assessment Procedure
- Complaints Resolution Procedure for Students and Members of the Public
- Special Consideration Policy
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.
- Workshops
- Chat with a WriteWISE peer writing leader
- Access StudyWISE
- Upload an assignment to Studiosity
- Complete the Academic Integrity Module
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:
- IT Support
- Accessibility and disability support with study
- Mental health support
- Safety support to respond to bullying, harassment, sexual harassment and sexual assault
- Social support including information about finances, tenancy and legal issues
- Student Advocacy provides independent advice on MQ policies, procedures, and processes
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