Unit Synopsis
This unit will provide you with a sound knowledge of the origins of trading goods and services and the development of modern marketing practice and theory. Emphasis is placed on developing an understanding of marketing principles and their application when acquiring and retaining customers, as well as driving business profitability. You will examine innovative marketing strategies deployed including AI, blockchain, digital marketing, and social media in different kinds of organisations.
Details
| Level | Undergraduate |
|---|---|
| Unit Level | 1 |
| Credit Points | 6 |
| Student Contribution Band | SCA Band 4 |
| Fraction of Full-Time Student Load | 0.125 |
| Pre-requisites or Co-requisites |
There are no pre-requisites for the 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). |
| Class Timetable | View Unit Timetable |
| Residential School | No Residential School |
Unit Availabilities from Term 1 - 2026
Term 1 - 2026 Profile
Term 2 - 2026 Profile
Term 3 - 2026 Profile
Term 1 - 2027 Profile
Term 2 - 2027 Profile
Term 3 - 2027 Profile
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 Undergraduate 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.
Assessment Tasks
| Assessment Task | Weighting |
|---|---|
| 1. Portfolio | 50% |
| 2. Presentation and Written Assessment | 50% |
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%).
Past Exams
All University policies are available on the Policy web site, however you may wish to directly view the following policies below.
This list is not an exhaustive list of all University policies. The full list of policies are available on the Policy web 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.
Source: Unit evaluation
Some students appeared to lack an understanding of the knowledge and skills they would gain in the unit, as well as its relevance to their degree.
Emphasise the knowledge and skills that will be gained in the unit, as well as its relevance to their degree, in the welcome message on Moodle before the term begins.
The welcome email sent to students emphasised the knowledge and skills they would gain from the unit and how these could support their future careers.
Source: Student feedback
Students were open to receiving assessment guidelines, marking rubrics, and mark sheets.
Offer students extra assessment support by providing assessment guidelines, marking rubrics, and mark sheets accessible on the unit Moodle site.
Detailed assessment guidelines, marking rubrics, and feedback on assessments were provided to students.
Source: Student feedback
Students appreciated interacting with the unit coordinator during scheduled weekly Zoom workshops that focused on weekly learning activities and provided an opportunity to discuss assessments.
Schedule at least one weekly Zoom workshop to cover the learning activities and discuss assessments. All Zoom meetings will be recorded and made available on the unit Moodle website within 24 hours. This will assist students who are unable to attend.
Weekly Zoom workshops were conducted to discuss the course topics and activities. All Zoom sessions were recorded and made available on Moodle within 24 hours. Students were also offered the option of one-on-one Zoom meetings for additional support.
Source: Student and Unit Teaching Evaluations (SUTE)
The lecturer was great, my only feedback is that it would have been nice to access unit content earlier than the week of. Most units I've done previously released the content (I.e. readings and pre-recorded lectures) several weeks ahead so we could get ahead if needed. Most students are working or have kids or holidays etc throughout the term so we can't always follow week by week. It's so helpful to have the content released ahead of time (of course with the exception of weekly tutorials).
Future offerings will aim to make unit content, including readings and pre-recorded lectures, available further in advance to provide students with greater flexibility to plan their study around work and other commitments.
In Progress
Source: Student and Unit Teaching Evaluations (SUTE)
Assignment 1 could have been returned quicker to allow more time for feedback to be applied to Assignment 2. As it was grades were released only 5 days before Ass 2 was due, leaving very little time to make changes and not allowing the adjustments to be incorporated from the start. Additional expectations for the powerpoint presentation component of Ass 2 would've been helpful too. The written part was extremely detailed in what was required but the PP part was left quite vague. Overall a good unit, well presented.
Feedback on assessments will be provided earlier where possible to allow students sufficient time to incorporate it into their assessments. More detailed guidance and clearer expectations for the PowerPoint presentation component will also be provided.
In Progress
On successful completion of this unit, you will be able to:
- Articulate awareness of the nature and scope of marketing in organisations
- Analyse modern marketing strategies used in different kinds of organisations
- Critically examine marketing principles and their application
- Assess the impact of innovative technologies, such as blockchain and fintech, on marketing strategies and consumer engagement
- Examine ethical and legal issues in business marketing.
| Assessment Tasks | Learning Outcomes | ||||
|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |
| 1 - Portfolio | • | • | • | • | • |
| 2 - Presentation and Written Assessment | • | • | • | • | • |
| Graduate Attributes | Learning Outcomes | ||||
|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |
| 1 - Communication | • | • | • | ||
| 2 - Problem Solving | • | • | • | ||
| 3 - Critical Thinking | • | • | • | • | |
| 4 - Information Literacy | • | • | |||
| 6 - Information Technology Competence | • | • | • | ||
| 7 - Cross Cultural Competence | • | • | |||
| 8 - Ethical practice | • | • | |||
| Assessment Tasks | Graduate Attributes | ||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 10 | |