Students

MMBA8028 – Market Shaping: Designing Competitive Value Propositions

2026 – Term 2, Online-scheduled-weekday

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff Lecturer and Unit Coordinator
Ralf Wilden
ralf.wilden@mq.edu.au
Contact via via email
Room 232, 4 Eastern Road
Please arrange via email
Credit points Credit points
10
Prerequisites Prerequisites
Admission to MBA and MMBA8020
Corequisites Corequisites
Co-badged status Co-badged status
Unit description Unit description

Elevate your understanding of strategic marketing leadership, focusing on designing market-based value propositions to drive your firm’s competitive advantage. This unit empowers leaders to spearhead and design value-generating initiatives while emphasising and accounting for marketing transformation. Gain insights into the process of designing value-generating strategies, with a special focus on navigating factors such as ecosystems, customers, employees, value co-creation, and the marketing-finance interface. Through immersive learning experiences and real-world case studies, emerge equipped to drive strategic market-based decisions and propel your organisation towards sustained growth and competitive success.

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: Analyse and evaluate contemporary issues and knowledge related to value creation.
  • ULO2: Identify and assess the impact of organisational factors and ecosystem forces on value propositions, individually and/or in collaboration with peers.
  • ULO3: Design competitive market-based strategies individually and in teams.

General Assessment Information

Late Submission Penalties  (written assessments) 

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: https://students.mq.edu.au/study/assessment-exams/special-consideration’

Assessment Tasks

Name Weighting Hurdle Due Groupwork/Individual Short Extension AI Approach
Professional practice: Strategic case analysis 40% No 10/05/2026 Individual No Open
Skills development: Communicating a value proposition 30% No 31/05/2026 Group No Open
Skills development: Developing reflective skills 30% No 09/06/2026 Individual No Open

Professional practice: Strategic case analysis

Assessment Type 1: Problem-based task
Indicative Time on Task 2: 22 hours
Due: 10/05/2026
Weighting: 40%
Groupwork/Individual: Individual
Short extension 3: No
AI Approach: Open

The purpose of this assessment is for you to develop your understanding of concepts and theories discussed in the unit and your ability to apply these concepts and theories to analyse the case and identify potential solutions.

You will prepare a written report that clearly articulates your analysis of the case study; demonstrate market, product and company understanding and practical relevance; and defend your proposed solution to the case questions.

Skills in focus:

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

Deliverable(s): Written submission [max 2000 words]

Individual assessment
On successful completion you will be able to:
  • Identify and assess the impact of organisational factors and ecosystem forces on value propositions, individually and/or in collaboration with peers.

Skills development: Communicating a value proposition

Assessment Type 1: Problem-based task
Indicative Time on Task 2: 20 hours
Due: 31/05/2026
Weighting: 30%
Groupwork/Individual: Group
Short extension 3: No
AI Approach: Open

The purpose of this assessment is for you to work with peers to demonstrate your understanding and application of marketing strategy concepts to evaluate the business scenario facing a firm and recommend appropriate strategic actions.

You will prepare a group presentation to persuasively communicate innovative strategic marketing recommendations in response to a brief.

Skills in focus:

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

Deliverable(s): Group presentation (max 20 minutes; 15 slides)

Group assessment

 
On successful completion you will be able to:
  • Identify and assess the impact of organisational factors and ecosystem forces on value propositions, individually and/or in collaboration with peers.
  • Design competitive market-based strategies individually and in teams.

Skills development: Developing reflective skills

Assessment Type 1: Reflection task
Indicative Time on Task 2: 13 hours
Due: 09/06/2026
Weighting: 30%
Groupwork/Individual: Individual
Short extension 3: No
AI Approach: Open

The purpose of this assessment is for you to demonstrate your understanding of the contents covered in the unit, relevant case questions and applications of marketing strategy and share your reflections on these topics with peers on the discussion forum to exchange and expand knowledge.

You will contribute to the discussion forum by sharing your reflections on the contents covered in this unit, select posts and use these posts to frame your learning journey, synthesise your progression of insights and findings on market-shaping strategy and value creation in a reflection essay.

Skills in focus:

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

Deliverable(s): Written submission [max 1500 words]

Individual assessment

 
On successful completion you will be able to:
  • Analyse and evaluate contemporary issues and knowledge related to value creation.
  • Identify and assess the impact of organisational factors and ecosystem forces on value propositions, 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

Please refer to the unit content on iLearn.

Unit Schedule

Please refer to the unit content on iLearn

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