Unit Outline

This unit introduces the principles of marketing in business and the influence of consumers and the external environment. You will explore why and how a business identifies and analyses the markets for its services, products and experiences. This will include an appreciation of the scope of the marketing practitioner, value propositions, marketing theory, brand messages, customer relationship management, marketing channels and marketing analytics. This unit aims to equip you with the knowledge and skills necessary to develop and execute effective marketing campaigns and measure their success using data analytics.

Intended Learning Outcomes

As per the Assessment and Results Policy 1.3, your results will reflect your achievement against specified learning outcomes.

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


1.	Describe and analyse market drivers and marketing data and strategies
2.	Communicate marketing messages for products, services and experiences
3.	Create a marketing campaign.
4.	Evaluate marketing messages and campaigns using digital and social media analytics
5.	Reflect on acquired behaviours and skills for future practitioner roles in marketing

Requisites


REQUISITE TYPE	REQUISITES
Anti-requisite (mutual excl)	BMA151/BMA251 ZAA104 ZAB104 ZAB117

Alterations as a result of student feedback

To Be Determined

How will I be Assessed?

For more detailed assessment information please see MyLO.

Assessment schedule


ASSESSMENT TASK #	ASSESSMENT TASK NAME	DATE DUE	WEIGHT	LINKS TO INTENDED LEARNING OUTCOMES
Assessment Task 1:	AT1: Case Study: Customer Relationship Management	Week 4	25 %	LO1, LO2, LO4
Assessment Task 2:	AT2: Marketing Concept Poster or 30 Second Video and Reflection	Week 8	35 %	LO1, LO2, LO3, LO5
Assessment Task 3:	AT3: Digital Marketing Campaign and Reflection	Week 13	40 %	LO1, LO3, LO4, LO5

Assessment details

Assessment Task 1: AT1: Case Study: Customer Relationship Management

Task Description:

You will be provided with a case-study about the Customer Relationship Management (CRM) initiatives of a business. You will identify the market drivers and marketing strategies for the target customers of the business. Referring to information in the case-study you will evaluate the effectiveness of the marketing and customer communications used in the company’s CRM program. Provided analytic examples will help you to evaluate the business's CRM program.

From the insights gained from examining the case study and analytics, you will develop two CRM initiatives that could be introduced into your workplace or a business that you know very well.

Task Length:

800 words

Due Date:

Week 4

Weight:

25 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Engage with and record observations of marketing principles, drivers and strategies (40%)	LO1
2	Analyse and apply discipline knowledge and tools to practice (40%)	LO4
3	Communicate marketing ideas and information (20%)	LO2

Assessment Task 2: AT2: Marketing Concept Poster or 30 Second Video and Reflection

Task Description:

1 - You will prepare a ‘marketing concept’ poster/video and present this to industry professionals. These events (online or face-to-face) will be held in Week 8.

2 - You will seek feedback from industry guests (online discussion/s or face-to-face) and integrate this into a personal reflection.
Your reflection will include artefacts such as:
• a digital copy of your poster/digital version of your video
• presentation notes
• your response to feedback received (including changes to your marketing concept (if any)
• relevant photos
• activities/participation, evidence of industry engagement and reflections on industry feedback.
You will upload your completed workbook, including feedback and your response to the feedback, to MyLO.

Task Length:

1- 1 x A1 sized poster/digital poster or a 30 second video 2 - 5-minute presentation 3 - Template for reflection

Due Date:

Week 8

Weight:

35 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Use marketing ideas, terms and concepts (30%)	LO1
2	Communicate marketing ideas and information (30%)	LO2
3	Use creative techniques and conventions to communicate ideas in visual representations (20%)	LO3
4	Analyse and engage in reflective practice (20%)	LO5

Assessment Task 3: AT3: Digital Marketing Campaign and Reflection

Task Description:

You will investigate examples of digital marketing campaigns. Guided by this material and digital marketing analytics, you will develop your own digital marketing campaign plan.

You will write this response in the first person, reflecting on your learning to support your recommendations for a marketing campaign.

You will select an appropriate organisation for the digital marketing campaign and analytics audit. The digital marketing campaign and analytics audit must include:
1. Identification of the organisation's market segmentation, targeting, and positioning.
2. Description of the marketing campaign and digital channels selected.
2. Analysis of the website and social media platforms used.
3. Evaluation of the design and content generated through these platforms.
4. Use of relevant analytics theory to make recommendations to improve digital strategy

Task Length:

1,800 words maximum

Due Date:

Week 13

Weight:

40 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Identify and analyse their market segmentation, targeting, and positioning (25%)	LO1
2	Apply inquiry skills and digital analytics to measure website/s and social media platforms (25%)	LO4
3	Analyse and apply analytics theory to evaluate the design and content (25%)	LO3
4	Use evidence to recommend improvements to digital marketing strategy (25%)	LO5

How your final result is determined

To pass this unit, you need to demonstrate your attainment of each of the Intended Learning Outcomes, achieve a final unit grade of 50% or greater, and pass any hurdle tasks.

Submission of assignments

Where practicable, assignments should be submitted to an assignment submission folder in MYLO. You must submit assignments by the due date or receive a penalty (unless an extension of time has been approved by the Unit Coordinator). Students submitting any assignment in hard copy, or because of a practicum finalisation, must attach a student cover sheet and signed declaration for the submission to be accepted for marking.

Academic integrity

Academic integrity is about acting responsibly, honestly, ethically, and collegially when using, producing, and communicating information with other students and staff members.

In written work, you must correctly reference the work of others to maintain academic integrity. To find out the referencing style for this unit, see the assessment information in the MyLO site, or contact your teaching staff. For more detail about Academic Integrity, see Important Guidelines & Support.

Requests for extensions

If you are unable to submit an assessment task by the due date, you should apply for an extension.

A request for an extension should first be discussed with your Unit Coordinator or teaching support team where possible. A request for an extension must be submitted by the assessment due date, except where you can provide evidence it was not possible to do so. Typically, an application for an extension will be supported by documentary evidence: however, where it is not possible for you to provide evidence please contact your Unit Coordinator.

The Unit Coordinator must notify you of the outcome of an extension request within 3 working days of receiving the request.

Late penalties

Assignments submitted after the deadline will receive a late penalty of 5% of the original available mark for each calendar day (or part day) that the assignment is late. Late submissions will not be accepted more than 10 calendar days after the due date, or after assignments have been returned to other students on a scheduled date, whichever occurs first. Further information on Late Penalties can be found on the Assessments and Results Procedure.

Review of results and appeals

You are entitled to ask for a review of the marking and grading of your assessment task if there is an irregularity in the marking standards or an error in the process for determining the outcome of an assessment. Details on how to request a review of a mark for an assignment are outlined in the Review and Appeal of Academic Decisions Procedure.