Unit convenor and teaching staff |
Unit convenor and teaching staff
Unit Convenor
Dr Leanne Carter
Contact via Email
E4A 631
Wednesdays between 12.00 pm and 2.00 pm or at other times by appointment
Oliver Manlutac
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Credit points |
Credit points
3
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Prerequisites |
Prerequisites
(39cp at 100 level or above) including MKTG202 and MKTG203
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Corequisites |
Corequisites
MKTG303
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Co-badged status |
Co-badged status
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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 behavior 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.
The unit is delivered in intensive mode, of two three-hour seminars each week for the last six weeks of the session. MKTG303 also runs two three-hour seminars each week but in the first seven weeks of the session. Both units are designed to complement one another, ideally taken in the same session. If taking both MKTG303 and MKTG304 together in the same session, please choose the same stream for both.
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Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates
On successful completion of this unit, you will be able to:
Name | Weighting | Hurdle | Due |
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Presentations Skills | 20% | No | Week 9 |
Individual Progress Report | 20% | No | Week 10 |
Reflective Journal | 20% | No | Week 13 |
Group Marketing Project | 40% | No | Week 13 |
Due: Week 9
Weighting: 20%
Students will produce a 3 - 5- minute multimedia production (e.g. video/short film/animations, audio, still images, etc). This is an individual assignment. It must be uploaded via iLearn Turnitin.
Due: Week 10
Weighting: 20%
The assignment consisting of 2,000 words is a progress report to demonstrate your understanding of the relevant situation analysis and will contribute to the overall Group Marketing Project. This is an individual assignment. It must be uploaded via iLearn Turnitin.
Due: Week 13
Weighting: 20%
An individual reflective journal of 1,500 words is required to be developed, due for submission in week 13.
It is to be uploaded via iLearn Turnitin.
Due: Week 13
Weighting: 40%
Group Marketing Report (20%) is to be 6,000 words.
It is due in week 13, uploaded to iLearn Turnitin.
Complete details of the Final Group Marketing Report and marking rubric are available in the course assignment guidelines available on iLearn.
Oral Presentation (INDIVIDUAL MARK) (20%)
The oral presentation of 3 to 5 minutes per presenter, demonstrates the overall marketing plan/strategy for the industry partner. An individual mark will be allocated, not a total group mark.
The unit is comprised of:
• 12 x 3 hour seminars in weeks 8 to 13.
Note in weeks 10, 11 and 12 there will be time allowed for consultations and group work on your projects.
The timetable for classes can be found on the University web site at: http://www.timetables.mq.edu.au/
Group Work
Group work is an inherent requirement for completing this unit satisfactorily.
Prizes
Prizes for this unit MKTG304: http://www.businessandeconomics.mq.edu.au/undergraduate_degrees/prizes_scholarships
Prizes for all PACE Subjects
Prof. Judyth Sachs PACE Prizes: https://students.mq.edu.au/experience/practical-experience/pace-experience/apply-for-a-prize
This PACE Prize is awarded at the completion of the academic year for all students enrolled in PACE subjects across the whole university.
Required and Recommended Texts And/or Materials
Required and Recommended Texts And/or Materials
Required Text
Kim, W.C. and Mauborgne, R., 2014. Blue ocean strategy, expanded edition: How to create uncontested market space and make the competition irrelevant. Harvard Business Review Press.
Other Readings you may find helpful with your project
Elliott, G., Rundle-Thiele, S. & Waller, D., 2010. Marketing, 3/E. John Wiley & Sons, Australia.
Kerin, R.A. & Peterson, R.A., 2012. Strategic Marketing Problems: Cases and Comments, International Edition, 13/E. Pearson Education USA.
Levitt, T., 1960. Marketing myopia. Harvard business review, 38(4), pp.24-47.
Ling, P., D'Alessandro, S. & Winzar, H., 2015. Consumer Behaviour in Action. Oxford University. Press Australia and New Zealand.
Palmatier, Robert and Shrihari Sidhar (2017), Marketing Strategy: Based on First Principles and Data Analytics, Palgrave Macmillan Education.
Porter, M.E., 2008. The five competitive forces that shape strategy. Harvard business review, 86(1), pp.25-40.
Porter, M.E., 1986. Competition in global industries: A conceptual framework. Competition in global industries, 15, p.60.
Webster, F.E., 1988. The rediscovery of the marketing concept. Business horizons, 31(3), pp.29-39.
Zikmund, Ward, Winzar, Lowe & Babin (2011) Marketing Research: 2nd Asia-Pacific Edition, Cengage.
Technology Used: Unit web page
Please note the unit’s logon iLearn address is: http://ilearn.mq.edu.au
Here you will find the unit resources, learning materials, important announcements, marking guides, and assessment drop boxes. It is each student’s responsibility to regularly check iLearn.
The seminars in this unit will be recorded using iLearn. However, during weeks of industry presentations by senior managers, these will not be recorded due to commercial in confidence information. Your presence at these lectures is compulsory. Attendance will be recorded. If you cannot attend, you will need to apply for SPECIAL CONSIDERATION and have appropriate certification. Non-attendance at industry presentations may result in a fail grade for the overall unit. You will not be able to undertake the group project without attending and engaging with industry partners.
For a detailed weekly schedule refer to the iLearn page for this unit which can be found at: https://ilearn.mq.edu.au/login/MQ/
Macquarie University policies and procedures are accessible from Policy Central (https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policy-central). Students should be aware of the following policies in particular with regard to Learning and Teaching:
Undergraduate students seeking more policy resources can visit the Student Policy Gateway (https://students.mq.edu.au/support/study/student-policy-gateway). It is your one-stop-shop for the key policies you need to know about throughout your undergraduate student journey.
If you would like to see all the policies relevant to Learning and Teaching visit Policy Central (https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policy-central).
Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/study/getting-started/student-conduct
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 ask.mq.edu.au or if you are a Global MBA student contact globalmba.support@mq.edu.au
Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/
Learning Skills (mq.edu.au/learningskills) provides academic writing resources and study strategies to improve your marks and take control of your study.
Students with a disability are encouraged to contact the Disability Service who can provide appropriate help with any issues that arise during their studies.
For all student enquiries, visit Student Connect at ask.mq.edu.au
If you are a Global MBA student contact globalmba.support@mq.edu.au
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.
Our graduates will also be capable of creative thinking and of creating knowledge. They will be imaginative and open to experience and capable of innovation at work and in the community. We want them to be engaged in applying their critical, creative thinking.
This graduate capability is supported by:
Our graduates will take with them the intellectual development, depth and breadth of knowledge, scholarly understanding, and specific subject content in their chosen fields to make them competent and confident in their subject or profession. They will be able to demonstrate, where relevant, professional technical competence and meet professional standards. They will be able to articulate the structure of knowledge of their discipline, be able to adapt discipline-specific knowledge to novel situations, and be able to contribute from their discipline to inter-disciplinary solutions to problems.
This graduate capability is supported by:
We want our graduates to be capable of reasoning, questioning and analysing, and to integrate and synthesise learning and knowledge from a range of sources and environments; to be able to critique constraints, assumptions and limitations; to be able to think independently and systemically in relation to scholarly activity, in the workplace, and in the world. We want them to have a level of scientific and information technology literacy.
This graduate capability is supported by:
Our graduates should be capable of researching; of analysing, and interpreting and assessing data and information in various forms; of drawing connections across fields of knowledge; and they should be able to relate their knowledge to complex situations at work or in the world, in order to diagnose and solve problems. We want them to have the confidence to take the initiative in doing so, within an awareness of their own limitations.
This graduate capability is supported by:
We want to develop in our students the ability to communicate and convey their views in forms effective with different audiences. We want our graduates to take with them the capability to read, listen, question, gather and evaluate information resources in a variety of formats, assess, write clearly, speak effectively, and to use visual communication and communication technologies as appropriate.
This graduate capability is supported by:
As local citizens our graduates will be aware of indigenous perspectives and of the nation's historical context. They will be engaged with the challenges of contemporary society and with knowledge and ideas. We want our graduates to have respect for diversity, to be open-minded, sensitive to others and inclusive, and to be open to other cultures and perspectives: they should have a level of cultural literacy. Our graduates should be aware of disadvantage and social justice, and be willing to participate to help create a wiser and better society.
This graduate capability is supported by:
Reduction in words to the reflective journal based on student feedback.
Please note that this unit runs in compressed mode from weeks 8 to 13. The teaching census date for MKTG304 is 6th May, 2019.
Chavan, M. & Carter, L. (2017) First year management student’s- expectations and perceptions, International Journal of Educational Management,(in press)
Chavan, M., & Carter, L. (2017) The value of experiential & action learning in business ethics education –Co-creation and Social benefits for students, Management Learning; Special Issue on Critical Action Learning (in press) (Quality B)
Carter, L., Ruskin, J. & Cassilles, A. (2016). Three Modes of Work Integrated Learning: Stories of Success, in Wood, L.N. & Breyer, Y.A (Editors) Success in Higher Education: transition to, within and from university, Springer, Singapore, Part III, 203-215.
Mackaway, J., Carter, L., Winchester-Seeto, T. & Whiteford, G. (2016), Inclusive PACE: an experience for all students, in Sachs, J & Clark, L. (Editors), Learning Through Community Engagement: vision and practice in higher education. Edited by Sachs, J & Clark, L., Springer, Singapore, Chapter 13, 199-214.