Overview
In this unit, you will examine the role and importance of marketing in an organisation. The theories and concepts of marketing are examined and you will assess how the marketing process works in an increasingly complex and competitive business environment. You will analyse marketing planning, strategy, digital communications and evaluate various tools and techniques used by professional marketers. The increasing attention to social media and the digital space as a means of connecting organisations to customers and stakeholders is also an underlying theme addressed in this unit. At the weekly workshops, this unit enables students to investigate how marketing concepts and methods can be applied in an organisation, industry, or sector of their choice.
Details
Pre-requisites or Co-requisites
There are no requisites for this unit.
Important note: Students enrolled in a subsequent unit who failed their pre-requisite unit, should drop the subsequent unit before the census date or within 10 working days of Fail grade notification. Students who do not drop the unit in this timeframe cannot later drop the unit without academic and financial liability. See details in the Assessment Policy and Procedure (Higher Education Coursework).
Offerings For Term 3 - 2026
Attendance Requirements
All on-campus students are expected to attend scheduled classes - in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).
Recommended Student Time Commitment
Each 6-credit Postgraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.
Class Timetable
Assessment Overview
| Assessment Task | Part Weighting (% of assessment) |
Assessment Security Level | Gen AI Guidance Levels |
|---|---|---|---|
| 1. Written Assessment (20% of unit ) | |||
| Article Analysis (Written Assessment) | 100% of 20% | Low | AI-Assisted (Guided Collaboration) |
| 2. Report & Presentation (40% of unit · 2 parts ) | |||
| Part 1 – Marketing Audit Report (Report) | 50% of 40% | Low | AI-Assisted (Guided Collaboration) |
| Part 2 – Marketing Audit Presentation (Presentation) | 50% of 40% | Medium | AI-Assisted (Guided Collaboration) |
| 3. Written Assessment (40% of unit ) | |||
| Hypothetical Business Scenario Exercise (Written Assessment) | 100% of 40% | Low | AI-Assisted (Guided Collaboration) |
Assessment Grading
This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of 'pass' in order to pass the unit. If any 'pass/fail' tasks are shown in the table above they must also be completed successfully ('pass' grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the 'assessment task' section (note that in some instances, the minimum mark for a task may be greater than 50%). Consult the University's Grades and Results Policy for more details of interim results and final grades.
All University policies are available on the CQUniversity Policy site.
You may wish to view these policies:
- Grades and Results Policy
- Assessment Policy and Procedure (Higher Education Coursework)
- Review of Grade Procedure
- Student Academic Integrity Policy and Procedure
- Academic Progression Policy and Procedure
- Student Refund and Credit Balance Policy and Procedure
- Complaints Policy and Procedure
- Information and Communications Technology Acceptable Use Policy and Procedure
This list is not an exhaustive list of all University policies. The full list of University policies are available on the CQUniversity Policy site.
Feedback, Recommendations and Responses
Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.
Feedback from Student feedback
The unit coordinator is highly passionate about the subject, making the workshops engaging and enjoyable. Key concepts are regularly revisited and explained using practical, real-world examples, making the content easier to understand and apply. I learn a great deal in these classes and highly value this teaching approach.
Continue delivering enthusiastic and engaging workshops, reinforcing key concepts through regular review and practical, real-world examples to strengthen students’ understanding, application and learning.
Feedback from Student feedback
The activities are very helpful and support students’ understanding of key concepts. Reviewing possible answers or approaches more regularly afterwards would further strengthen students’ confidence and ability to apply their learning.
Continue providing engaging practical activities and include a brief review of possible answers or approaches afterwards to reinforce students’ understanding and application of key concepts.
Feedback from Unit coordinator's self-evaluation
Some groups selected organisations that were not relevant to the assessment and did not meet the assessment requirements.
Clearly state the required organisation, its website link, and the specific assessment requirements. Reinforce these through weekly CQUSuccess communications and in-class reminders.
Feedback from Unit coordinator's self-evaluation
As a first-year postgraduate unit, its textbook, learning materials and recordings require a comprehensive update to reflect current developments in AI, robotics, digital marketing, big data and analytics, and sustainable marketing practices.
Adopt a comprehensive new textbook and update all lecture slides, workshop materials, recordings and Moodle resources to introduce first-year postgraduate students to current developments in AI, robotics, digital marketing, analytics and sustainability, with a focus on low-complexity AI use.
- Research and analyse the marketing environment and evaluate marketing opportunities
- Analyse marketing concepts and theories in relation to business challenges, reflect upon the issues and synthesise complex information to develop solutions
- Critically assess the key role of marketing management including digital and traditional communications in the business environment
- Research, develop and communicate a comprehensive marketing plan
- Effectively communicate marketing knowledge in general business contexts.
Alignment of Assessment Tasks to Learning Outcomes
| Assessment Tasks | Learning Outcomes | ||||
|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |
|
1.
Assessment 1
(20% of unit )
Written Assessment
|
|||||
|
2.
Assessment 2
(40% of unit · 2 parts
)
Part 1 -
Report
Part 2 -
Presentation
|
|||||
|
3.
Assessment 3
(40% of unit )
Written Assessment
|
|||||
Alignment of Graduate Attributes to Learning Outcomes
| Graduate Attributes | Learning Outcomes | ||||
|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |
| 1 - Knowledge | |||||
| 2 - Communication | |||||
| 3 - Cognitive, technical and creative skills | |||||
| 4 - Research | |||||
| 5 - Self-management | |||||
| 6 - Ethical and Professional Responsibility | |||||
| 7 - Leadership | |||||
| 8 - First Nations Knowledges | |||||
| 9 - Aboriginal and Torres Strait Islander Cultures | |||||
Textbooks
Marketing Management - Global Edition
- Edition: 17th (2025)
- Authors: Philip Kotler, Kevin Lane Keller, and Alexander Chernev
- Pearson
- ISBN: 9781292462714
- Binding: Paperback
IT Resources
- CQUniversity Student Email
- Internet
- Unit Website (Moodle)
- Microsoft Office
All submissions for this unit must use the referencing style: American Psychological Association 7th Edition (APA 7th edition)
For further information, see the Assessment Tasks.
a.mitsis@cqu.edu.au
j.ban@cqu.edu.au
Week 1
Begin Date: 09 Nov 2026Module/Topic
Defining Marketing for the New Realities
Chapter
Chapter 1
Events and Submissions/Topic
Week 2
Begin Date: 16 Nov 2026Module/Topic
Marketing Planning and Management
Chapter
Chapter 2
Events and Submissions/Topic
Week 3
Begin Date: 23 Nov 2026Module/Topic
Analyzing Consumer and Business Markets
Chapter
Chapters 3 and 4
Events and Submissions/Topic
Week 4
Begin Date: 30 Nov 2026Module/Topic
Conducting Marketing Research.
Chapter
Chapter 5
Events and Submissions/Topic
Week 5
Begin Date: 07 Dec 2026Module/Topic
Identifying Market Segments and Target Customers
Crafting a Customer Value Proposition and Positioning
Chapter
Chapters 6 and 7
Events and Submissions/Topic
Week 6
Begin Date: 14 Dec 2026Module/Topic
Designing and Managing Products and Services
Chapter
Chapters 8 and 9
Events and Submissions/Topic
Mid-Term Break
Begin Date: 21 Dec 2026Module/Topic
Chapter
Events and Submissions/Topic
Week 7
Begin Date: 04 Jan 2027Module/Topic
Building Strong Brands
Chapter
Chapter 10
Events and Submissions/Topic
Week 8
Begin Date: 11 Jan 2027Module/Topic
Managing Pricing and Sales Promotions
Chapter
Chapter 11
Events and Submissions/Topic
Week 9
Begin Date: 18 Jan 2027Module/Topic
Managing Marketing Communications
Designing an Integrated Marketing Campaign in the Digital Age
Chapter
Chapters 12 and 13
Events and Submissions/Topic
Marketing Audit Presentation Due: Week 9 Friday (22 Jan 2027) 5:00 pm AEST
Week 10
Begin Date: 25 Jan 2027Module/Topic
Personal Selling and Direct Marketing
Chapter
Chapter 14
Events and Submissions/Topic
Marketing Audit Live Presentations during your workshop.
Week 11
Begin Date: 01 Feb 2027Module/Topic
Designing and Managing Distribution Channels
Managing Retailing
Chapter
Chapters 15 and 16
Events and Submissions/Topic
Week 12
Begin Date: 08 Feb 2027Module/Topic
Environmental, Social, and Governance Issues in Marketing
Chapter
Chapter 21
Events and Submissions/Topic
1. Written Assessment ( 20% of unit )
Written Assessment
For this individual assessment, each student is required to choose one of the two news articles provided on Moodle that focuses on selected United Nations Sustainable Development Goals (UNSDGs) and respond to a set of
questions examining the marketing implications of the article. Students must address the following questions:
1. Which of the UNSDGs does the news article relate to?
2. Who are the important stakeholders?
3. What potential marketing issues can be identified from the article?
4. How would you respond to these issues, and why?
5. What have you learned from this assessment, and how can this learning be applied in the future?
This assessment must be submitted as a single Word document, with a maximum of 1000 words (excluding the reference list), and a minimum of five references. Any assessment with a 'Turnitin' score of more than 25% will be checked by the marker for potential plagiarism issues, although it may not necessarily mean that you have plagiarised. If there is a substantial similarity score in the 'Turnitin' report, your assessment may be forwarded to an appropriate office/authority.
This assessment requires students to adhere to the guidelines on the use of artificial intelligence tools as specified in the Artificial Intelligence Assessment Scale (AIAS). Any misuse or lack of disclosure regarding the use of AI tools will be considered a breach of academic integrity. The appropriate AI scale level for this Assessment is AI PLANNING. You may use AI for planning, idea development, and research. Your final submission should show how you have developed and refined these ideas.
Week 5 Friday (11 Dec 2026) 5:00 pm AEST
Week 7 Friday (8 Jan 2027)
- Identification of the appropriate UNSDG(s) from the article (10%)
- Identifying the important stakeholders (20%)
- Reflective analysis (i.e. identifying potential marketing issues and justified responses) (40%)
- Reflect on what you have learned from this assessment, and consider how your learning could be applied in future
(10%) - Writing style (i.e. spelling, grammar, etc.) (10%)
- Referencing (10%)
- Research and analyse the marketing environment and evaluate marketing opportunities
- Analyse marketing concepts and theories in relation to business challenges, reflect upon the issues and synthesise complex information to develop solutions
- Critically assess the key role of marketing management including digital and traditional communications in the business environment
- Effectively communicate marketing knowledge in general business contexts.
2. Report & Presentation ( 40% of unit · 2 parts )
Part 1 - Report
Part 1 of Assessment 2 requires students to work in groups of up to five (5) students on the organisation "Temple & Webster" (https://www.templeandwebster.com.au/) to prepare a written marketing audit report. The aim is to conduct a systematic, comprehensive and objective analysis of the marketing activities undertaken by the organisation. You are also required to provide one recommendation for the organisation and reflect on what you have learned and how you could apply it in the future.
Required contents:
Cover Page
Chapter A - Marketing audit report
A1. Executive Summary
A2. Table of Contents
A3. Introduction
A4. Situation Analysis: organisation overview, competitor analysis, macroenvironmental analysis, and SWOT analysis.
A5. Segmenting, Targeting and Positioning (STP): segmentation variables, target markets, and product or service positioning.
A6. Marketing Tactics: Product, Service, Brand, Price, Incentives, Communication, and Distribution
A7. Recommendation: one recommendation that the organisation can undertake, based on the analysis above
A8. Reflection
A9. Reference List
Chapter B: Screenshots of presentation slides
B1. Screenshot of Cover Slide
B2. Screenshot of Situation Analysis Slide
B3. Screenshot of Segmenting, Targeting, and Positioning (STP) Slide
B4. Screenshot of Marketing Tactics Slide
B5. Screenshot of Recommendation Slide
B6. Screenshot of Reflection Slide
Group requirements:
This is a group assessment with a maximum group size of 5 students. All group members must be from the same workshop. Workshop facilitators will provide information about forming groups in the workshop classes. Once you are placed in a group, you cannot change groups without prior permission from your workshop facilitator.
Format and submission:
- The report and the screenshots of the presentation slides must be submitted as a single Word document through Moodle by Week 9 Friday, 5:00 pm AEST.
- Only one member per group is required to submit the file.
- The report must not exceed 2,000 words, excluding the reference list and screenshots of presentation slides.
- The report requires a minimum of 10 relevant references (for example, journal articles, books and credible online resources).
- Referencing is not required for the screenshots of the presentation slides.
Academic integrity:
Any report with a Turnitin score of more than 25% will be checked by the marker for potential plagiarism issues, although this does not necessarily mean that you have plagiarised. A substantial similarity score may result in your assessment being forwarded to the appropriate office.
This assessment requires students to follow the Artificial Intelligence Assessment Scale (AIAS). The AI scale level for this assessment is AI PLANNING. You may use AI for planning, idea development and research. Your final submission should show how you have developed and refined these ideas. Any misuse or lack of disclosure of AI tools will be considered a breach of academic integrity.
Further details, including the cover page and the detailed marking rubric, are available on the unit Moodle site.
Week 9 Friday (22 Jan 2027) 5:00 pm AEST
Results will be released after marking and moderation is completed.
The following criteria represent 50% of Assessment 2
* Executive summary (3%)
* Introduction to the report (2%)
* Situation analysis (10%)
* Discussion of segmentation, targeting and positioning (STP) (10%)
* Marketing Tactics used by the organisation (10%)
* Recommendation and group reflection (10%)
* Mechanics (report format and writing style) (3%)
* Referencing (2%)
- Research and analyse the marketing environment and evaluate marketing opportunities
- Analyse marketing concepts and theories in relation to business challenges, reflect upon the issues and synthesise complex information to develop solutions
- Critically assess the key role of marketing management including digital and traditional communications in the business environment
- Research, develop and communicate a comprehensive marketing plan
- Effectively communicate marketing knowledge in general business contexts.
Part 2 - Presentation
Part 2 of Assessment 2 requires each group to present the major parts of its marketing audit of the organisation "Temple & Webster" (https://www.templeandwebster.com.au/). This part is completed in the same group as Part 1 (maximum of 5 students, all from the same workshop).
The aim is to communicate the key findings of your marketing audit clearly and professionally to an audience. The presentation should concisely summarise the key points of the report. You should not try to cover everything in the report.
Presentation requirements:
All group members must attend their scheduled Week 10 workshop and deliver their allocated part of the presentation live, either on campus or online, as applicable. The presentation must be within 10 minutes and based on a maximum of 10 PowerPoint slides.
Required slides:
1. Cover Slide
2. Situation Analysis
3. Segmenting, Targeting and Positioning (STP)
4. Marketing Tactics
5. Recommendation
6. Reflection
Referencing is not required on the presentation slides.
Submission:
Screenshots of the PowerPoint slides must be included in the marketing audit report file (Part 1) under the heading "Chapter B: Screenshots of presentation slides". This single Word document must be submitted through Moodle by Week 9 Friday, 5:00 pm AEST. Only one member per group is required to submit the file. The slides shown in the screenshots must be the slides used to deliver the presentation in the workshop.
Absence from presentation and alternative arrangements:
Students who fail to present without an approved reason will receive zero marks for the presentation delivery criterion. Students with valid medical or other approved supporting documentation will be required to complete an alternative presentation task, arranged by the Unit Coordinator, to be eligible for marks.
Tips for the slides and the oral presentation:
Make your slides visually appealing by including relevant pictures, tables or other visual elements. Rehearse the presentation several times beforehand and time each rehearsal, so that the group can comfortably deliver the whole presentation within the 10-minute limit.
Academic integrity:
This assessment requires students to follow the Artificial Intelligence Assessment Scale (AIAS). The AI scale level for this assessment is AI PLANNING. You may use AI for planning, idea development and research. Any misuse or lack of disclosure of AI tools will be considered a breach of academic integrity.
Further details, including the detailed marking rubric, are available on the unit Moodle site.
Week 9 Friday (22 Jan 2027) 5:00 pm AEST
Results will be released after marking and moderation is completed.
- Presentation (50%)
- Research and analyse the marketing environment and evaluate marketing opportunities
- Analyse marketing concepts and theories in relation to business challenges, reflect upon the issues and synthesise complex information to develop solutions
- Critically assess the key role of marketing management including digital and traditional communications in the business environment
- Research, develop and communicate a comprehensive marketing plan
- Effectively communicate marketing knowledge in general business contexts.
3. Written Assessment ( 40% of unit )
Written Assessment
In this individual assessment, you will answer two questions based on a hypothetical business scenario involving an Australian small business startup with limited resources. The questions will require you to apply relevant marketing concepts and theories to practical business challenges. The assessment questions will be available on Moodle in Week 10. This individual assessment must be submitted as a single Word document, with a maximum of 1,200 words (excluding the reference list) and a minimum of 10 references.
Any assessment with a 'Turnitin' score of more than 25% will be checked by the marker for potential plagiarism issues, although it may not necessarily mean that you have plagiarised. If there is a substantial similarity
score in the 'Turnitin' report, your assessment may be forwarded to an appropriate office/authority.
This assessment requires students to adhere to the guidelines on the use of artificial intelligence tools as specified in the Artificial Intelligence Assessment Scale (AIAS). Any misuse or lack of disclosure regarding the use of AI tools will be considered a breach of academic integrity. The appropriate AI scale level for this Assessment is AI PLANNING. You may use AI for planning, idea development, and research. Your final submission should show how you have developed and refined these ideas.
Week 12 Friday (12 Feb 2027) 5:00 pm AEST
Results for this assessment will be provided to students after certification of grades on Wednesday, 3 March 2027.
- Argument and analysis in answering Question 1 (40%)
- Argument and analysis in answering Question 2 (40%)
- Writing style (i.e. spelling, grammar, etc.) (10%)
- Referencing (10%)
- Analyse marketing concepts and theories in relation to business challenges, reflect upon the issues and synthesise complex information to develop solutions
- Critically assess the key role of marketing management including digital and traditional communications in the business environment
- Effectively communicate marketing knowledge in general business contexts.
As a CQUniversity student you are expected to act honestly in all aspects of your academic work.
Any assessable work undertaken or submitted for review or assessment must be your own work. Assessable work is any type of work you do to meet the assessment requirements in the unit, including draft work submitted for review and feedback and final work to be assessed.
When you use the ideas, words or data of others in your assessment, you must thoroughly and clearly acknowledge the source of this information by using the correct referencing style for your unit. Using others’ work without proper acknowledgement may be considered a form of intellectual dishonesty.
Participating honestly, respectfully, responsibly, and fairly in your university study ensures the CQUniversity qualification you earn will be valued as a true indication of your individual academic achievement and will continue to receive the respect and recognition it deserves.
As a student, you are responsible for reading and following CQUniversity’s policies, including the Student Academic Integrity Policy and Procedure. This policy sets out CQUniversity’s expectations of you to act with integrity, examples of academic integrity breaches to avoid, the processes used to address alleged breaches of academic integrity, and potential penalties.
What is a breach of academic integrity?
A breach of academic integrity includes but is not limited to plagiarism, self-plagiarism, collusion, cheating, contract cheating, and academic misconduct. The Student Academic Integrity Policy and Procedure defines what these terms mean and gives examples.
Why is academic integrity important?
A breach of academic integrity may result in one or more penalties, including suspension or even expulsion from the University. It can also have negative implications for student visas and future enrolment at CQUniversity or elsewhere. Students who engage in contract cheating also risk being blackmailed by contract cheating services.
Where can I get assistance?
For academic advice and guidance, the Academic Learning Centre (ALC) can support you in becoming confident in completing assessments with integrity and of high standard.
What can you do to act with integrity?
