Students

MKTG2008 – Marketing Management

2025 – Session 1, Online-scheduled-weekday

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff Unit Convenor/ Senior Lecturer
Pardis Mohajerani
pardis.mohajerani@mq.edu.au
Contact via Email
Room 238, 4 Eastern Road
Thursdays 3:30pm-4:30pm, online or F2F
Credit points Credit points
10
Prerequisites Prerequisites
40cp at 1000 level or above including MKTG1001
Corequisites Corequisites
MKTG1003
Co-badged status Co-badged status
Unit description Unit description

In competitive business environments, developing and managing superior value offerings for customers is vital. Managing the marketing offering of a firm is central to market success. To that end, practitioners need to own a set of skills and be able to utilise a mix of tools to target and satisfy their consumers’ needs. This unit develops students’ knowledge and skills to identify target markets, shape a product mix, deliver value to target markets through a communication mix, identify distribution channels, and formulate a pricing mix. Students develop skills of setting objectives, identifying problems, identifying and evaluating alternatives, and implementing an optimal decision.

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: Identify and discuss marketing concepts, individually and in collaboration.
  • ULO2: Critically analyse and communicate marketing management problems and opportunities.
  • ULO3: Apply and communicate actionable solutions to identify opportunities and solve marketing problems.

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
Professional practice: Case Study Analysis and Solutions 35% No 11/04/2025
Skills development: Marketing Practices Collage 25% No 09/05/2025
Professional practice: Industry challenge 40% No 06/06/2025

Professional practice: Case Study Analysis and Solutions

Assessment Type 1: Case study/analysis
Indicative Time on Task 2: 22 hours
Due: 11/04/2025
Weighting: 35%

 

The purpose of this assessment is for you to gain experience in addressing contemporary marketing challenges that companies face.   You will analyse real-world case studies, apply marketing theories and create practical remedies.   Skills in focus: - Critical thinking and problem solving - Discipline knowledge - Application of discipline Knowledge   Deliverable: Written report [max. 1,500 words] Individual assessment

 
On successful completion you will be able to:
  • Identify and discuss marketing concepts, individually and in collaboration.
  • Critically analyse and communicate marketing management problems and opportunities.
  • Apply and communicate actionable solutions to identify opportunities and solve marketing problems.

Skills development: Marketing Practices Collage

Assessment Type 1: Reflective Writing
Indicative Time on Task 2: 15 hours
Due: 09/05/2025
Weighting: 25%

 

The purpose of this assessment is for you to continuously build your expertise in applying marketing management concepts.   You will review and analyse real marketing strategies, while synthesising with your learnings from the unit's content.   Skills in focus: - Creativity - Strategic thinking - Application of Discipline Knowledge - Communication skills - Goal setting - Self-management   Deliverable: 2-minute video accompanied by a 1000-word write up Individual assessment

 
On successful completion you will be able to:
  • Identify and discuss marketing concepts, individually and in collaboration.

Professional practice: Industry challenge

Assessment Type 1: Project
Indicative Time on Task 2: 30 hours
Due: 06/06/2025
Weighting: 40%

 

The purpose of this assessment is for you to gain hands-on experience in assessing the marketing activities and practices of a nominated real-world product or service.   You will analyse key marketing challenges and opportunities and create actionable solutions.   Skills in focus: - Application of discipline Knowledge - Communication skills - Critical thinking and problem solving - Work readiness   Deliverable: Written report [max 2,000 words] Individual assessment

 
On successful completion you will be able to:
  • Critically analyse and communicate marketing management problems and opportunities.
  • Apply and communicate actionable solutions to identify opportunities and solve marketing problems.

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

  • The unit is delivered in a combination of weekly lectures and weekly tutorials.  
  • Starting from week 1, there will be 1-hour pre-recorded weekly lecture and  2-hour tutorials which will be online or face-to face according to students' enrolment detail. 
  • Students are expected to be active and engaged learners, contributing fully to tutorials activities and discussions.
  • Details of teaching times and locations are available at https://publish.mq.edu.au/

 

TEACHING AND LEARNING STRATEGY

  • Students must familiarise themselves with the unit’s iLearn site.
  • Students should access the unit’s iLearn site regularly (minimum twice a week) and check for announcements, updates and posts.
  • Students are expected to participate in classes, be prepared to discuss and particpate in class activities in each week.
  • Students are expected to arrive on time and not to leave until the class ends.

 

REQUIRED TEXTBOOK 

  • Kotler, P., & Keller, K. L. (2022). Marketing Management, Global Edition (16th ed.). Pearson International Content

Note: MQ library provides free access to the above E-book. More detailed information is provide on ilearn under 'Unit Infromation and Resources'. 

 

RECOMMENDED TEXTBOOKS

  • Grewal, D., Levy, M. (2021), Marketing (3rd Edition), New York, McGraw-Hill Education.
  • Elliott, G., Rundle-Thiele, S., Waller, D., Smith, S, Eades, L., Bentrott, I.(2021),Marketing (5th Edition), Brisben, John Wiley & Sons. 
  • Hollensen, S. (2019). Marketing Management (4th ed.). Pearson International Content.
  • Kotler, P., & Keller, D.K. L. (2019). Marketing Management, Global Edition (15th ed.). Pearson International Content.

Note: MQ library provides free access to the above E-books. More detailed information is provide on ilearn under 'Unit Infromation and Resources'. 

 

TECHNOLOGY USED & REQUIRED

  • The course will make use of iLearn and email for communication with the teaching staff and between students.
  • Students will need access to a reliable Internet service to complete this unit.
  • Software required: e.g., Word processing, PowerPoint, video/media player, Adobe Acrobat Reader.
  • Use of a PC, laptop and smart devices is required to complete tasks on iLearn, to access iLearn for course materials and to read the textbook.

 

SATISFACTORY COMPLETION OF UNIT

Students are required to accumulate at least 50% of the total marks possible in order to satisfactorily pass this uni

Unit Schedule

Please refer to iLearn for more detailed information about Unit Schedule.

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/

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. 

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

Assessment tasks have been revised to ensure clarity, alignment with learning outcomes, and enhancement of the student learning experience.

Unit information based on version 2025.04 of the Handbook