Students

MKTG8034 – Marketing Technologies

2026 – Session 1, In person-scheduled-weekday, North Ryde

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff Unit Convenor, Lecturer, Tutor
Ivan Ho
i.ho@mq.edu.au
Contact via Contact via Email or iLearn
Room 219, 4 Eastern Road
Monday 3-4pm
Credit points Credit points
10
Prerequisites Prerequisites
Admission to MMktg and MKTG6096
Corequisites Corequisites
Co-badged status Co-badged status
Unit description Unit description

Marketing technologies driven by artificial intelligence and automation are now dominating the business world, with digitalisation being one of the key factors in driving business success. As organisations continue to face challenges in the pursuit of competitive advantages, new technologies and perspectives have emerged that allow marketers to better create brand and user experiences across digital touchpoints. Building on the traditional role of marketing in creating and enhancing customer value, this unit develops students’ knowledge of various technologies that facilitate personalisation, optimisation, and experiential marketing. This unit focuses on bridging the gaps between marketing and technology, strengthening students’ abilities in understanding relevant and sustainable marketing technology strategies, and helping students to develop a digital mindset.

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 apply the role of technology and data in enhancing marketing strategies.
  • ULO2: Analyse and deploy various marketing practices that use technology to solve problems individually and/or in collaboration with peers.
  • ULO3: Critically evaluate the capacity for technology to foster sustainable marketing practices.

General Assessment Information

Late Submission Penalties

If you submit your assessment late, 5% of the total possible marks will be deducted for each day (including weekends), up to 7 days. Submissions more than 7 days late will receive a mark of 0.

Example 1 (out of 100):

If you score 85/100 but submit 20 hours late, you will lose 5 marks and receive 80/100.

Example 2 (out of 30):

If you score 27/30 but submit 20 hours late, you will lose 1.5 marks and receive 25.5/30.

Extensions

Automatic short extension: Some assessments are eligible for automatic short extension. You can only apply for an automatic short extension before the due date.

Special Consideration: If you need more time due to serious issues and for any assessments that are not eligible for Short Extension, you must apply for Special Consideration. Need help? Review the Special Consideration page for further details.

 

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. 

Assessment Tasks

Name Weighting Hurdle Due Groupwork/Individual Short Extension AI Approach
Professional practice: Business development solutions 40% No 05/06/2026 Individual No Open AI
Skills development: Marketing technologies in practice 20% No 22/05/2026 Group No Open AI
Professional practice: Strategic marketing technologies 40% No 20/04/2026 Individual Yes Open AI

Professional practice: Business development solutions

Assessment Type 1: Presentation task
Indicative Time on Task 2: 26 hours
Due: 05/06/2026
Weighting: 40%
Groupwork/Individual: Individual
Short extension 3: No
AI Approach: Open AI

The purpose of this assessment is for you to apply conceptual knowledge to practical business scenarios.

You will create a business video presentation where you identify industry and consumer insights, and propose marketing technology strategies to enhance business growth and engagement.

Skills in focus:

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

Deliverable(s): Video presentation [max. 15 minutes]

Individual assessment
On successful completion you will be able to:
  • Identify and apply the role of technology and data in enhancing marketing strategies.
  • Critically evaluate the capacity for technology to foster sustainable marketing practices.

Skills development: Marketing technologies in practice

Assessment Type 1: Portfolio
Indicative Time on Task 2: 16 hours
Due: 22/05/2026
Weighting: 20%
Groupwork/Individual: Group
Short extension 3: No
AI Approach: Open AI

The purpose of this assessment is for you to deepen your expertise in technology-driven marketing practices.

You will work through a range of marketing technology challenges and curate a portfolio that showcases a series of tasks completed covered in class.

Skills in focus:

  • Digital skills
  • Critical thinking and problem solving

Deliverable(s): Portfolio submission [max. 1500 words]

Group assessment
On successful completion you will be able to:
  • Identify and apply the role of technology and data in enhancing marketing strategies.
  • Analyse and deploy various marketing practices that use technology to solve problems individually and/or in collaboration with peers.

Professional practice: Strategic marketing technologies

Assessment Type 1: Problem-based task
Indicative Time on Task 2: 26 hours
Due: 20/04/2026
Weighting: 40%
Groupwork/Individual: Individual
Short extension 3: Yes
AI Approach: Open AI

The purpose of this assessment is for you to apply conceptual knowledge to practical business scenarios.

You will examine various business situations to identify key issues related to marketing technologies and recommend practical, strategic solutions.

Skills in focus:

  • Critical thinking and problem solving
  • Discipline knowledge

Deliverable(s): MarTech case analysis [max. 2000 words]

Individual assessment
On successful completion you will be able to:
  • Analyse and deploy various marketing practices that use technology to solve problems individually and/or in collaboration with peers.
  • Critically evaluate the capacity for technology to foster sustainable marketing practices.

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
  • Academic Success 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.

3 An automatic short extension is available for some assessments. Apply through the Service Connect Portal.

Delivery and Resources

Please refer to iLearn for more details.

Unit Schedule

Please refer to iLearn for more details.

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.

Unit information based on version 2026.04 of the Handbook