MRKT20052 - Marketing Management and Digital Communications

General Information

Unit Synopsis

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.

Details

Level Postgraduate
Unit Level 8
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 2 - 2025

Term 2 - 2025 Profile
Brisbane
Melbourne
Online
Sydney
Term 3 - 2025 Profile
Melbourne
Online
Sydney
Term 1 - 2026 Profile
Brisbane
Melbourne
Online
Sydney
Term 2 - 2026 Profile
Brisbane
Melbourne
Online
Sydney
Term 3 - 2026 Profile
Brisbane
Melbourne
Online
Sydney

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).

Assessment Overview

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.

Assessment Tasks

Assessment Task Weighting
1. Portfolio 20%
2. Report 40%
3. Written Assessment 40%

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

Past Exams

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Previous Feedback

Term 1 - 2025 : The overall satisfaction for students in the last offering of this course was 86.36% (`Agree` and `Strongly Agree` responses), based on a 18.11% response rate.

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: Student feedback
Feedback
I liked the real-world application of the marketing audit of Kogan.com. I could see where my learning had improved from Assessment 1.
Recommendation
Continue using real-world applications in assessments to help students see their learning progress and understand practical implications.
Action Taken
Real-world business cases continued to be integrated across assessments in Term 1, 2025. Additionally, Assessment 2 required students to reflect on strategic insights gained from the real-world case, reinforcing the application of theory to practice and enhancing learning progression.
Source: Student feedback
Feedback
Everything was really good in this unit. I learned something new as expected and hope to apply this knowledge in the future.
Recommendation
Offer resources or opportunities for continued learning related to the unit’s content and suggest practical ways to apply what they've learned in real-world situations.
Action Taken
Additional optional readings and industry articles were provided through Moodle to support continued learning. In-class discussions were also introduced to help students connect theoretical content with real-world applications, including how marketing strategies could be implemented in Australian e-commerce context.
Source: Student feedback
Feedback
Students highlighted the lecturer’s engaging and supportive teaching style, noting that the ability to make learning enjoyable and stress-free fostered a positive classroom environment. This approach not only kept students motivated but also made classes something to look forward to.
Recommendation
Continue to maintain and build upon the engaging, supportive, and student-centered teaching approach, as it is a clear strength that enhances motivation and classroom enjoyment.
Action Taken
In Progress
Source: Student feedback
Feedback
Overall, the module content and delivery were good and engaging.
Recommendation
Continue to ensure that content remains engaging and is delivered in an interactive, student-focused manner to maintain high levels of interest and participation.
Action Taken
In Progress
Source: Student feedback
Feedback
Students expressed strong appreciation for the coordinator’s prompt and clear communication. Quick and helpful responses to questions were seen as highly supportive, enhancing students’ confidence in the unit and contributing to a smoother learning experience.
Recommendation
Maintain prompt and clear communication, and explore opportunities to further streamline response channels (e.g., drop-in sessions) to ensure consistent access to timely support.
Action Taken
In Progress
Unit learning Outcomes

On successful completion of this unit, you will be able to:

  1. Research and analyse the marketing environment and evaluate marketing opportunities
  2. Analyse marketing concepts and theories in relation to business challenges, reflect upon the issues and synthesise complex information to develop solutions
  3. Critically assess the key role of marketing management including digital and traditional communications in the business environment
  4. Research, develop and communicate a comprehensive marketing plan
  5. 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 - Portfolio • • • •
2 - Report • • • • •
3 - Written Assessment • • •
Alignment of Graduate Attributes to Learning Outcomes
• Professional Level
• Advanced Level
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 • •
Alignment of Assessment Tasks to Graduate Attributes
• Professional Level
• Advanced Level
Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7 8
1 - Portfolio • • •
2 - Report • • • • • • •
3 - Written Assessment • • • •