Marketing G (6261.8)

Please note these are the 2027 details for this unit
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Marketing G
Available teaching periods Delivery mode Location
View teaching periods On-campus
 Shanghai, China
Ningbo, China
Bruce, Canberra
EFTSL Credit points Faculty
0.125 3 Faculty Of Business, Government & Law
Discipline Study level HECS Bands
Canberra Business School Graduate Level Band 4 2021 (Commenced After 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905)
Band 5 2021 (Commenced Before 1 Jan 2021)
The unit examines practices in marketing management in small, medium and large businesses and organisations in Australia and international contexts. You will analyse the marketing environment and evaluate marketing opportunities and select appropriate target markets. Based on this analysis you will develop a marketing plan for either a business, public sector or not for profit entity. You will actively interpret and evaluate marketing communication strategies in Australian and international contexts.

Learning outcomes

After successful completion of this unit, students will be able to:
1. Appraise domestic and international marketing environments and supply chains

2. Examine marketing strategies for specific market segments and recommend strategies suitable for a fast-changing global environment
3. Critically evaluate marketing strategies and their impact on stakeholders including ethical considerations
4. Develop and present a marketing plan for a business enterprise/charity/ public sector service / indigenous business


Graduate attributes

1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - communicate effectively
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
1. UC graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
1. UC graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
2. UC graduates are global citizens - think globally about issues in their profession
2. UC graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
2. UC graduates are global citizens - understand issues in their profession from the perspective of other cultures
2. UC graduates are global citizens - communicate effectively in diverse cultural and social settings
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development
3. UC graduates are lifelong learners - be self-aware
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development


Prerequisites

None.

Corequisites

None.

Incompatible units

6357 Introduction to Marketing and 11176 Marketing Fundamentals

Equivalent units

None.

Assumed knowledge

None.
Availability for enrolment in 2027 is subject to change and may not be confirmed until closer to the teaching start date.
Year Location Teaching period Teaching start date Delivery mode Unit convener
2026 Shanghai, China MBA Trimester 1 02 February 2026 On-campus Prof Raechel Johns
2026 Ningbo, China MBA Trimester 1 02 February 2026 On-campus Prof Raechel Johns
2026 Bruce, Canberra Semester 2 10 August 2026 On-campus Dr Johra Fatima
2027 Ningbo, China MBA Trimester 1 01 February 2027 On-campus Prof Raechel Johns
2027 Shanghai, China MBA Trimester 1 01 February 2027 On-campus Prof Raechel Johns
2027 Bruce, Canberra Semester 2 09 August 2027 On-campus Dr Johra Fatima
The information provided should be used as a guide only. Timetables may not be finalised until week 2 of the teaching period and are subject to change. Search for the unit timetable.

Required texts

Prescribed text: Text: Philip Kotler, Gary Armstrong. Principles of Marketing, 18th edition, ¿¿¿¿¿¿¿. ISBN:
9787302664741

Additional reading:

Sharma, P., Davcik, N. S., & Pillai, K. G. (2016). Product innovation as a mediator in the impact of R&D
expenditure and brand equity on marketing performance. Journal of Business Research, 69(12), 5662-5669.
He, H., & Harris, L. (2020). The impact of Covid- 19 pandemic on corporate social responsibility and marketing
philosophy. Journal of business research, 116, 176- 182.
Han, JK, Kim, N and Srivastave, RK 1998, Market Orientation and Organizational Performance: Is innovation
the Missing Link? Journal of Marketing, October, pp. 30-45.
O'cass, A., & Ngo, L. V. (2012). Creating superior customer value for B2B firms through supplier firm
capabilities. Industrial Marketing Management, 41(1), 125- 135.

Please see Canvas reading list. Also, you may like to read the following journal articles. 

Journals

Journal of Marketing

Journal of Business Research

Harvard Business Review

European Journal of Marketing

International Journal of Research in Marketing

Journal of Consumer Psychology

Journal of Service Research

Journal of Retailing and Consumer Services

Submission of assessment items

Extensions & Late submissions

Artificial intelligence

Students are not permitted to use generative artificial intelligence (GenAI) in assessments for this unit.

GenAI may only be used in authorised ways when completing assessments at UC. This means that GenAI can only be used for an assessment when:

  1. the Unit Convener has authorised GenAI use for that assessment
  2. the student uses GenAI in the way that the assessment instructions allow
  3. the student fully acknowledges their use of GenAI, with proper citations, references and a GenAI Acknowledgement Statement in line with the assessment instructions.

Where the assessment instructions do not specifically state that GenAI may be used and how, then its use is not permitted for that assessment. Students must still provide the required GenAI Acknowledgement Statement to indicate whether GenAI has or has not been used in the preparation of the assessment. If unsure, students should seek advice from the Unit Convener.

The GenAI for Students Links to an external site. Library Guide provides further information, including how to reference GenAI.

Special assessment requirements

Late submissions:
Late submission of assignments without an approved extension will result in a penalty of 5% reduced marks from the total available, per calendar day late. An assignment submitted over 7 days late will not be accepted.
Approval  of  extensions  based  on  extenuating  circumstances  will  be  dependent  upon  the  production  of  supporting  documentation  and  at  the discretion of the unit convener.

 

Students must apply academic integrity in their learning and research activities at UC. This includes submitting authentic and original work for assessments and properly acknowledging any sources used.

Academic integrity involves the ethical, honest and responsible use, creation and sharing of information. It is critical to the quality of higher education. Our academic integrity values are honesty, trust, fairness, respect, responsibility and courage.

UC students have to complete the Academic Integrity Module annually to learn about academic integrity and to understand the consequences of academic integrity breaches (or academic misconduct).

UC uses various strategies and systems, including detection software, to identify potential breaches of academic integrity. Suspected breaches may be investigated, and action can be taken when misconduct is found to have occurred.

Information is provided in the Academic Integrity Policy, Academic Integrity Procedure, and University of Canberra (Student Conduct) Rules 2023. For further advice, visit Study Skills.

Learner engagement

Students need to get 50% in total to pass in this unit. 

Participation requirements

Students are encouraged to attend all classes where possible and participate actively in each session.  

Required IT skills

Basic use of computer is a necessary skill – all assignments must be completed in Word processing

Work placement, internships or practicums

N/A

Next step

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