Students

MKTG3003 – Marketing Strategy

2025 – Session 2, In person-scheduled-weekday, North Ryde

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff Unit Convenor
Scott Koslow
scott.koslow@mq.edu.au
Contact via email
4 Eastern Road, Level 2, Room 228
Monday 10-11 and 3-4
Sessional Lecturer
Lawrence Potter
lawrence.potter@mq.edu.au
Contact via email
By appointment
Sessional Lecturer
Wayne Kingston
wayne.kingston@mq.edu.au
Contact via email
By appointment
Sessional Lecturer
Kay Naumann
kay.naumann@mq.edu.au
Contact via email
By appointment
Credit points Credit points
10
Prerequisites Prerequisites
130cp at 1000 level or above including MKTG2002
Corequisites Corequisites
Co-badged status Co-badged status
Unit description Unit description

Marketing strategy is fundamental to business success. Marketing strategy is what guides the development and delivery of the firms’ value offering. Marketing strategy outlines a company’s overall plan to reach, communicate with, and turn people into customers. Marketing strategy contains key messages of value propositions that a company wishes to deliver to the market. In this unit students learn how to apply tools and concepts that enable marketing strategies to be developed, evaluated and implemented. The unit focuses on the analysis process: identifying information needs, acquiring the necessary information, interpreting it, and using it as the basis for business recommendations.

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: Employ problem solving skills to develop and communicate solutions for a range of marketing strategy situations.
  • ULO2: Critically analyse the theoretical and conceptual underpinnings of marketing strategies.
  • ULO3: Develop and apply competitive marketing strategies, individually and in collaboration.

General Assessment Information

Late Assessment Submission Penalty (written and video 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
Professional Practice: Marketing Strategy Challenge 50% No Weeks 5, 7, 9 and 10 plus 26 October
Skills Development: Strategy in Practice 30% No Weeks 4-13
Skills Development: Strategic Marketing Reflection 20% No 8 November

Professional Practice: Marketing Strategy Challenge

Assessment Type 1: Report
Indicative Time on Task 2: 30 hours
Due: Weeks 5, 7, 9 and 10 plus 26 October
Weighting: 50%

 

The purpose of this assessment is for you to deepen your understanding of marketing strategy in a competitive context by practically applying your knowledge and skills to a real-world situation. You will work individually and in groups to develop a marketing strategy report based on performance in in an authentic industry marketing simulation that incorporates multiple rounds of developing marketing strategy, obtaining simulation performance outputs, and responding to performance outputs.

Skills in Focus:

  • Critical thinking and Problem Solving
  • Collaboration
  • Communication Skills

Deliverable: Report [maximum 2000 words] – Group and Individual assessment.

 
On successful completion you will be able to:
  • Employ problem solving skills to develop and communicate solutions for a range of marketing strategy situations.
  • Develop and apply competitive marketing strategies, individually and in collaboration.

Skills Development: Strategy in Practice

Assessment Type 1: Portfolio
Indicative Time on Task 2: 25 hours
Due: Weeks 4-13
Weighting: 30%

 

The purpose of this assessment is for you to develop the ability to critically analyse real-world marketing strategies and apply strategic thinking to solve business challenges.

You will engage in a series of case analysis tasks that deepen your understanding of key marketing strategy concepts and how they work in practice. This hands-on approach helps you build confidence and prepares you to make strategic decisions in professional marketing roles.

Skills in focus:

  • Critical Thinking and Problem Solving
  • Communication skills

Deliverable: Up to 10 "on call" case discussions in weeks 3-12 - Individual assessment.

 
On successful completion you will be able to:
  • Employ problem solving skills to develop and communicate solutions for a range of marketing strategy situations.
  • Critically analyse the theoretical and conceptual underpinnings of marketing strategies.

Skills Development: Strategic Marketing Reflection

Assessment Type 1: Reflective Writing
Indicative Time on Task 2: 15 hours
Due: 8 November
Weighting: 20%

 

The purpose of this assessment is for you to reflect on your learning and deepen your understanding of how marketing strategy works in real-life contexts. By looking back on your experience in Assessment 1, you’ll gain insights into your own thinking, decision-making, and growth as a future marketer.   You will critically evaluate the case analysis tasks you completed, drawing connections between theory and practice. This reflection will help you recognise what you’ve learned, how you've developed, and where you can improve, building the self-awareness and strategic mindset essential for success in marketing.  

Skills in Focus:

  • Critical Thinking and Problem Solving

Deliverable: Written Portfolio [max 1500 words] - Individual assessment.

 
On successful completion you will be able to:
  • Employ problem solving skills to develop and communicate solutions for a range of marketing strategy situations.
  • Critically analyse the theoretical and conceptual underpinnings of marketing strategies.

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

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Unit Schedule

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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

The Strategic Marketing Plan has been deleted and the weighting of the other two assessment types increase.

Unit information based on version 2025.04 of the Handbook