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. 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
| 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 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 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. Written Assessment | 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%).
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: Student 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.
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.
Maintained an engaging, inclusive and supportive learning environment through interactive teaching, encouragement and personalised assistance.
Source: Student feedback
Overall, the module content and delivery were good and engaging.
Continue to ensure that content remains engaging and is delivered in an interactive, student-focused manner to maintain high levels of interest and participation.
Enhanced content delivery through current industry examples, real-world case studies and practical activities that strengthened participation and applied learning.
Source: Student 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.
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.
Maintained timely support through weekly emails and Moodle updates, responses within 48 hours, drop-in sessions and one-on-one Zoom consultations.
Source: 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.
In Progress
Source: 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.
In Progress
Source: 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.
In Progress
Source: 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.
In Progress
On successful completion of this unit, you will be able to:
- 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.
| Assessment Tasks | Learning Outcomes | ||||
|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |
| 1 - Written Assessment | • | • | • | • | |
| 2 - Report | • | • | • | • | • |
| 3 - Written Assessment | • | • | • | ||
| 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 | • | • | • | ||
| Assessment Tasks | Graduate Attributes | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 8 | |