Students

MKTG3004 – PACE: Marketing Project

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
Leanne Carter
leanne.carter@mq.edu.au
Contact via email
Room 229, 4ER, 4 Eastern Rd, North Ryde.
Thursdays 4 to 5 pm and other times by appointment
Tutor
Stephen Erichsen
stephen.erichsen@mq.edu.au
Contact via email
Thursdays 2 to 3 pm and other times by appointment
Tutor
Lawrence Potter
lawrence.potter@mq.edu.au
Contact via email
please email to make an appointment
Tutor
Gerard Mansour
gerard.mansour@mq.edu.au
Contact via email
please email to make an 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

Today, the competitive business world needs people who can bridge the gap between theory and practice. Businesses need marketers who can integrate their knowledge and consolidate their skills, essential in designing and implementing marketing research projects to understand market behaviour and develop useful marketing strategies. This unit develops students’ ability to apply marketing theory to practice through solving a marketing problem for a Client Partner. This unit focuses on identifying factors which influence the competitive positioning of a firm within an industry and to achieve an ethical, socially responsible, and sustainable competitive advantage. 

Visit Employability Connect for important information on this unit.

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 factors that influence the competitive position of a firm.
  • ULO2: Synthesise a range of perspectives on marketing strategies in practice to independently and collaboratively identify and effectively communicate potential solution/s.
  • ULO3: Reflect on team processes that enable industry analysis, assessment of marketing opportunities and the development of potential solution/s.
  • ULO4: Reflect on ethical considerations in marketing contexts.

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 submit an application for Special Consideration.

Assessment Tasks

Name Weighting Hurdle Due
Professional Practice: Situational Analysis 45% No Week 7 Sunday 14th September, 2025 by 11.55pm
Professional Practice: Strategy Recommendations 30% No Week 11 Sunday 26th October, 2025 by 11.55pm
Professional Practice: Reflections on Ethics and Teamwork 25% No Week 13, Sunday 9th November, 2025 by 11.55pm.

Professional Practice: Situational Analysis

Assessment Type 1: Report
Indicative Time on Task 2: 30 hours
Due: Week 7 Sunday 14th September, 2025 by 11.55pm
Weighting: 45%

 

The purpose of this assessment is for you to conduct a situational analysis of an industry for a client partner. This will include research and analysis of consumer/customer/client demands, competitive environment, supply side and intermediaries as well as marketplace data in order to develop a deeper understanding of how to interpret the current situation for the client, in response to the industry partner's marketing problem/s.

You will complete a written report that demonstrates your understanding of the current situation within the specified industry and identify the marketing implications as a result of the research and analysis using marketing tools.

Skills in focus:

  • Discipline knowledge
  • Critical thinking and problem solving
  • Communication skills

Deliverable: Written report [max of 2,500 words] - individual assessment

 
On successful completion you will be able to:
  • Identify factors that influence the competitive position of a firm.

Professional Practice: Strategy Recommendations

Assessment Type 1: Project
Indicative Time on Task 2: 20 hours
Due: Week 11 Sunday 26th October, 2025 by 11.55pm
Weighting: 30%

 

The purpose of this assessment is for you to make sense of the marketing implications identified in your situation analysis through the application of Blue Ocean tools in order to develop a set of recommendations that overcome or take advantage of the strengths. weaknesses, opportunities and threats currently facing the partner organisation in light of their marketing problem/s.

You will collaborate with your team members to perform an authentic task of developing and presenting recommendations based on Blue Ocean Strategy to answer the marketing problem/s of the partner organisation.

Skills in focus:

  • Discipline knowledge
  • Critical thinking and problem solving
  • Collaboration and communication skills

Deliverable: Presentation [max of 20 minutes] supported with PowerPoint presentation slides. - group assessment.

 
On successful completion you will be able to:
  • Synthesise a range of perspectives on marketing strategies in practice to independently and collaboratively identify and effectively communicate potential solution/s.

Professional Practice: Reflections on Ethics and Teamwork

Assessment Type 1: Creative work
Indicative Time on Task 2: 20 hours
Due: Week 13, Sunday 9th November, 2025 by 11.55pm.
Weighting: 25%

 

The purpose of this assessment is for you reflect on your ethics and teamwork as a result of the situational analysis and recommendations you developed as a team.

You will conduct an assessment of your personal ethical practices and teamwork skills, and consider how you will continue to develop these skills based on your experience in the group project.

This will include a reflection on your past behaviours, analysis of skills gaps and consideration of how these may be further developed and/or applied in your future career.

Skills in focus:

  • Ethical, and environmental citizenship
  • Collaboration and communication
  • Discipline knowledge

Deliverable: Presentation [max 5-minute video & 15 ppt slides] - individual assessment.

 
On successful completion you will be able to:
  • Reflect on team processes that enable industry analysis, assessment of marketing opportunities and the development of potential solution/s.
  • Reflect on ethical considerations in marketing contexts.

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

Please refer to iLearn for details.

Unit Schedule

Week

Lectures

 

 

Tutorial F2F

or

Zoom Sessions Synchronous

(In timetabled tutorial time)

 

Assessments and other significant information

Week 1

Introduction to unit

 

Ethics, Emotional Intelligence and Teamwork

 

Unit Guide and Assessments

Forming Groups

Commence discussions on self-rating ethics, emotional intelligence and teamwork

 

Zoom Sessions

2 Breakout rooms of 20 students

(120 mins)

 

Week 2

 

Red Ocean and Other Marketing Frameworks

Review Ethics, Emotional Intelligence, and Teamwork

 

Secondary research about the Client Partner (getting ready for the client’s  presentation next week)

Zoom Sessions

4 Breakout rooms (one for each phase)

(120 mins)

 

 

Self Rating: Ethics, Emotional Intelligence and Teamwork

Due Sunday 10th August 2025 at 11.55pm

Week 3

Client Partner Presentation

Part 1

 

 

Reflect on Industry Partner presentation and consider questions they need answered in Week 4 Q&A session

 

 

 

Week 4

 

Client Partner Presentation

Part 2 Q&A

 

Situation Analysis

Phases 1 to 4 Activities

Zoom Sessions

4 Breakout rooms

(30 mins per phase)

 

Week 5

Marketing Frameworks Revisited

From Red Ocean to Blue Ocean

-The Four Phases for Analysis

Situation Analysis

Phase 1 to 4 Activities

 

Phase 1-4 Zoom Sessions

4 Breakout rooms

(30 mins per phase)

 

Week 6

Combining Porter’s model, the Value Chain, PESTEL and other Marketing Frameworks with Blue Ocean Tools

 

Situation Analysis

Phase reports must be finalised this week.

Phase 1 to 4 Activities

 

Phase 1-4 Zoom Sessions

4 Breakout rooms

(30 mins per phase)

 

 

 

Week 7

Working in High Performing Teams

 

Working in High Performing Teams: the worksheet activities

 

Zoom Session

Team Worksheets.

 

A1 Situational Analysis Report

(Individual)

Due Sunday 14th September 2025 at 11.55pm    

 

Week 8

Blue Ocean Strategy Theory

Blue Ocean Strategy: Tools of Analysis -start thinking of potential solutions for our industry partner.

 

Zoom Session

Whole class to discuss BOS tools

 

 

 

NO CLASSES

 

 

MID- SESSION BREAK

 

 

 

Week 9

Application of Blue Ocean tools for the Industry Partner

 

 

Feedback on Phase Reports

 

Strategy Development (BOS)

 

 Zoom Session

Up to 10 breakout rooms of 4 students

Groups 1 to 10

Note: LABOUR DAY PUBLIC HOLIDAY OCCURS ON THE MONDAY OF THIS WEEK.  

 

Marks released and feedback for Phase Reports

Week 10

Blue Ocean Tools and the Strategies (BOS)

-the finer details

 

 Strategy Development (BOS)

 

Zoom Session

Up to 10 breakout rooms of 4 students

Groups 1 to 10

 

Week

11

Persuasive Presentations: Giving a Perfect Pitch

 

 

Presentation Techniques

Strategy Development (BOS)-Finalising the Strategies and putting it all together.

 

Zoom Session

Up to 10 breakout rooms of 4 students

Groups 1 to 10

 

NOTE FOR FACE TO FACE STUDENTS

A2 Project Presentation Slide Deck and Appendices

Due Sunday 26th October, 2025 at 11.55pm

 

 

 

Week 12

The Importance of Reflection in Education, Work and Life 

Presentations

 

Finalising BOS The Strategies, the Prototypes and the Budgets

 

Online Class

Open Zoom session for all students in tutorial class

 

FACE TO FACE Students will give their Presentation in class in weeks 12 and 13-please see your tutor for specific time and date.

 

NOTE FOR ONLINE STUDENTS

A2 Project Presentation Recording, Slide Deck and Appendices  

Due Sunday 2nd November 2025 at 11.55pm

 

NOTE FOR FACE TO FACE AND ONLINE STUDENTS

Individual Peer Assessment Form

Due Sunday 2nd November 2025 at 11.55pm

 

Week 13

Grand Final Presentations and Reflections from the Client Partner

Presentations

 

Students to work on reflections on ethics and teamwork.

 

Online Class

Open Zoom session for all students in tutorial class

 

 FACE TO FACE Students will continue to give their Presentations in class THIS WEEK-please see your tutor for specific times and dates.

 

A3 Reflections on Ethics and Teamwork

Due Sunday 9th November 2025 at 11.55pm

 

Marks for the A2 Project Presentation Recommendations  will be released on iLearn on week commencing 10th November 2025.

 

 Marks for Reflections on Ethics and Teamwork are to be withheld until all grades are released with end of session results.

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

All assessments have been altered from previous offering. 

A1 Situational Analysis now requires students to include suggested recommendations, must be 2,500 words and is worth 45%.

A2 Strategy Recommendations is a presentation with a slide deck and is worth 30%.

A3 Reflections on teamwork and ethics combines these graduate capabilities into one assessment and is worth 25%.

Unit information based on version 2025.03 of the Handbook