Unit convenor and teaching staff |
Unit convenor and teaching staff
Unit convenor
Joseph Chen
Contact via Email or Zoom
Room 242, 04 Eastern Road
Tuesday 11 am to 12 pm by email appointment
Lecturer
Camille Singh
Contact via Email
Lecturer
Alena Soboleva
Contact via Email
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Credit points |
Credit points
10
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Prerequisites |
Prerequisites
Admission to MMktg and 40cp including (MKTG8020 and MKTG8015)
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Corequisites |
Corequisites
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Co-badged status |
Co-badged status
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Unit description |
Unit description
Strategic marketing management is the driving force of successful firms. The task of competitive marketing strategy is to develop, maintain or defend a firm’s competitive position. Competitive marketing strategy must be well-designed to assist a firm to effectively position its products against competitors and gain sustainable market advantages. This unit focuses on developing students’ knowledge and skills to manage the firms’ strategic marketing activities to sustain performance. The unit equips students with the ability to exercise professional judgement and evaluate strategic marketing options and implement strategies in diverse marketing contexts. This unit advances student ability to develop and apply ethical, data driven marketing strategies for different product/services in diverse market segment in collaboration with peers. |
Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates
On successful completion of this unit, you will be able to:
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.
Name | Weighting | Hurdle | Due |
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Skills development: Strategic marketing portfolio | 30% | No | May 30, Week 12 Friday |
Skills development: Making strategic marketing decisions | 40% | No | April 11, Week 7 Friday |
Professional Practice: Marketing project and communication | 30% | No | June 6, Week 13 Friday |
Assessment Type 1: Portfolio
Indicative Time on Task 2: 20 hours
Due: May 30, Week 12 Friday
Weighting: 30%
The purpose of this assessment is for you to build your skills set to develop ethical, data-driven marketing strategies for different products/services in diverse market segments.
You will participate in industry-relevant tasks and deep dive into strategic planning.
Skills in focus: - Problem-solving - Critical reflection - Application of Discipline Knowledge - Communication skills
Deliverable: Portfolio report Individual assessment
Assessment Type 1: Project
Indicative Time on Task 2: 15 hours
Due: April 11, Week 7 Friday
Weighting: 40%
The purpose of this assessment is to develop your strategic decision-making skills by acting as a manager in a simulated marketing environment.
You will evaluate strategic marketing options, make data-driven decisions, and apply them to activities that support the strategies you develop. This exercise allows you to observe the immediate impact of your decisions on performance, helping you connect theory to real-world outcomes.
Skills in focus: - Problem-solving - Strategic decision-making - Application of discipline knowledge - Reflective thinking
Deliverable: Individual analysis and reflection report [max. 1,500 words]. Individual assessment
Assessment Type 1: Project
Indicative Time on Task 2: 25 hours
Due: June 6, Week 13 Friday
Weighting: 30%
The purpose of this assessment is to continuously build your expertise in applying marketing management knowledge and skills to resolve a real business case.
You will collaborate with your peers to develop marketing strategies that identify opportunities, address challenges for a real business, and effectively communicate your solutions. Working with an assigned business case, you will evaluate and select strategic marketing activities to develop ethical, data-driven solutions that either resolve a marketing problem or capitalize on a market opportunity.
Skills in focus: - Creativity - Strategic thinking - Application of discipline knowledge - Communication skills
Deliverable: Analysis report [max. 1,500 words] and in-class presentation Group assessment
1 If you need help with your assignment, please contact:
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 FORMAT
This capstone unit is designed to help you integrate and apply the theories, tools, and frameworks from your previous studies in a highly interactive, practice-driven environment. Delivered as an intensive 3-hour seminar series, this unit moves beyond traditional lectures—there are no pre-recorded videos or passive content delivery. Instead, every class is a dynamic, hands-on session focused on two key projects:
Harvard Business Simulation (Weeks 1–7) Step into the role of a marketing leader, where you will develop and execute a comprehensive marketing strategy. You will make real-time decisions on market entry, product and brand development, promotion, sales channels, and pricing, navigating competitive market conditions.
Industry Project (Weeks 8–13) Working in teams, you will take on the role of external marketing consultants, applying your knowledge to a real-world business challenge in collaboration with an industry partner.
This experiential learning format is designed to enhance your strategic thinking, decision-making, and problem-solving skills through active engagement, peer collaboration, and stakeholder interaction. Each session is an opportunity to test ideas, reflect on outcomes, iterate strategies, and refine your approach.
By the end of this unit, you will have practical, applied experience that bridges the gap between academic theory and real-world marketing practice.
RECOMMENDED TEXTBOOK
Iacobucci, Dawn (2022). Marketing Management (6th Edition). Cengage Learning, Boston, USA.
This textbook provides a clear, concise framework that illustrates how core marketing concepts interrelate. Please read the recommended chapters to build a foundational understanding of these topics, which will enhance your contributions to in-class discussions and practical applications.
TECHNOLOGY USED & REQUIRED
Laptop or Tablet:
A laptop is recommended, though a tablet is also acceptable.
Please ensure you bring your device to every class.
Paper and Pen:
Bring a journal or notebook to take and keep hand-written notes during class activities.
Please refer to iLearn for more detailed information about the Unit Schedule.
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.
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 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
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.
Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/
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.
Macquarie University offers a range of Student Support Services including:
Got a question? Ask us via the Service Connect Portal, or contact Service Connect.
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 2025.03 of the Handbook