Students

MKTG6096 – Introduction to Marketing Management

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
Camille Singh
camille.singh@mq.edu.au
Contact via Email
Wednesday (Week 2 to 13) 2pm to 3pm via Zoom. Please see iLearn for details.
Credit points Credit points
10
Prerequisites Prerequisites
Corequisites Corequisites
Co-badged status Co-badged status
Unit description Unit description

Marketing is the coordinated and integrated efforts of an organisation to satisfy relevant customer needs and achieve organisational goals. It involves a systematic process whereby opportunities are identified and marketing practices are implemented. New techniques, tools and technologies are constantly being adopted by marketers, leading to a new marketing environment that demands greater efficiency and effectiveness to market products, services and brands. This unit develops students’ knowledge of marketing concepts and frameworks. Students will develop skills to critically analyse marketing concepts and their applications. Students will also learn to analyse marketing activities driving product/service consumption.

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: Explain the concepts and principles which underpin the discipline of marketing.
  • ULO2: Critically analyse marketing concepts and their applications.
  • ULO3: Analyse marketing activities driving product/service consumption individually and/or in collaboration with peers.

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.

Assessment Tasks

Name Weighting Hurdle Due Groupwork/Individual Short Extension AI Approach
Skills development: Critical analysis of marketing concepts 40% No 28/04/2026 Individual Yes Open AI
Skills development: Applied marketing knowledge 30% No 18/05/2026 Individual Yes Open AI
Professional practice: Marketing analysis and recommendation 30% No 07/06/2026 Group No Open AI

Skills development: Critical analysis of marketing concepts

Assessment Type 1: Problem-based task
Indicative Time on Task 2: 30 hours
Due: 28/04/2026
Weighting: 40%
Groupwork/Individual: Individual
Short extension 3: Yes
AI Approach: Open AI

The purpose of this assessment is for you to explain, compare and critically analyse marketing concepts and their applications. You will complete a critical analysis report where you will demonstrate your ability to interpret key marketing concepts, evaluate their strengths and limitations, and compare their practical applications, drawing on real-world examples to support your analysis.

Skills in focus:

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

Deliverable(s): Written Report [Maximum 2,000 words]

Individual assessment
On successful completion you will be able to:
  • Critically analyse marketing concepts and their applications.
  • Analyse marketing activities driving product/service consumption individually and/or in collaboration with peers.

Skills development: Applied marketing knowledge

Assessment Type 1: Portfolio
Indicative Time on Task 2: 30 hours
Due: 18/05/2026
Weighting: 30%
Groupwork/Individual: Individual
Short extension 3: Yes
AI Approach: Open AI

The purpose of this assessment is for you to actively participate in a series of practice-based tasks designed to deepen your practical and theoretical knowledge of marketing concepts, principles and issues. You will consolidate your work into a written report that showcases your ability to apply marketing theory to real-world scenarios, reflect on key learnings, and communicate insights effectively.

Skills in focus:

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

Deliverable(s): Written Report [maximum 1500 words]

Individual assessment
On successful completion you will be able to:
  • Explain the concepts and principles which underpin the discipline of marketing.
  • Critically analyse marketing concepts and their applications.

Professional practice: Marketing analysis and recommendation

Assessment Type 1: Presentation task
Indicative Time on Task 2: 20 hours
Due: 07/06/2026
Weighting: 30%
Groupwork/Individual: Group
Short extension 3: No
AI Approach: Open AI

The purpose of this assessment is for you to gain practical insights into how marketing concepts and framework can be used to analyse marketing activities of a product/service and to make marketing recommendations.

You will work with your team to communicate the analysis and recommendations in a professional manner to the audience, through a recorded video presentation.

Skills in focus:

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

Deliverable(s): Recorded Video Presentation [Maximum 15 mins]

Group assessment
On successful completion you will be able to:
  • Critically analyse marketing concepts and their applications.
  • Analyse marketing activities driving product/service consumption individually and/or in collaboration with peers.

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

Delivery Format 

The unit is delivered in a combination of weekly pre-recorded lectures that students must watch, prior to a 2-hour on campus seminars. Students are expected to be active and engaged learners, contributing fully to seminar activities and discussions.

Required Resources

Prescribed Text

Elliott, G., Rundle-Thiele, S., Waller, D., Bentrott, I., Hatton-Jones, S., Jeans, P., Joshua, A. S., & Campbell, P. (2023). Marketing, 6th edition. John Wiley & Sons, Incorporated.

The publisher Wiley Direct offers options "Buy-to-Own" and by subscription. The e-text will also be available via Leganto with limited access.

Unit Readings

Unit readings are available via Leganto. Please see unit iLearn site for details.

E-Mail Use

It is University policy that the University issued email account will be used for official University communication. All students are required to access their University account frequently. Only contact Macquarie University staff, using your official MQ student’s account because this is one method used to verify your identity.

Technology Needs

• Use of a PC or laptop is required to complete tasks and to access iLearn for course materials

• Software required: E.g., Word processing, PowerPoint, video/media player, Acrobat Reader, Internet Browser.

Please refer to iLearn for further details of delivery and resources.

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 since First Published

Date Description
17/02/2026 The due date for the assessment task named 'Skills development: Critical analysis of marketing concepts' has been updated due to a public holiday.

Unit information based on version 2026.04 of the Handbook