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MKTG100 Marketing: Creating and Capturing Customer Value

Teaching organisation

3 hours per week for twelve weeks or equivalent.

Unit rationale, description and aim

Marketing is a multi-faceted activity. It is a part management function, part creative function and part scientific or analytical function. This unit provides the scaffolding that bridges the core principles of markets and marketing covered in the foundation unit and the study of marketing as a discipline in a more in-depth way. The Unit is taught from the perspective of a Marketing Manager who makes decisions about products in the marketplace, and who utilises tools in order to make these decisions. Students are introduced to these tools, many of which contribute to the design and implementation of a marketing mix (the core ingredient of marketing strategy). As such the unit focusses on the managerial aspects of marketing such as, market research, brands, pricing, distribution, marketing channels, and the marketing of services. The unit incorporates discussion about the principles of producing goods and services that add authentic value and promote responsible stewardship over resources, recognise responsibility for the common good, the environment and society.

The aim of this unit is to provide students with knowledge and understanding of the key concepts, practical tools and practices of marketing. The unit provides a strong foundation to marketing practice and allows students to build on these foundations in higher level marketing units.

Learning outcomes

To successfully complete this unit you will be able to demonstrate you have achieved the learning outcomes (LO) detailed in the below table.

Each outcome is informed by a number of graduate capabilities (GC) to ensure your work in this, and every unit, is part of a larger goal of graduating from ACU with the attributes of insight, empathy, imagination and impact.

Explore the graduate capabilities.

On successful completion of this unit, students should be able to:

LO1 - explain the nature and contribution of the marketing function to organisational success, including the role and conduct of marketing staff. (GA3, GA5)

LO2 - analyse the role of the marketing mix elements in creating successful marketing campaigns for both physical goods and services (GA4, GA5) 

LO3 - discuss the use of sustainable resources to produce authentic products and services for individuals, society and the environment. (GA2, GA5)

LO4 - examine the nature and processes of market research and the role of data and evidence-based marketing decisions. (GA5, GA8)  

Graduate attributes

GA2 - recognise their responsibility to the common good, the environment and society 

GA3 - apply ethical perspectives in informed decision making

GA4 - think critically and reflectively 

GA5 - demonstrate values, knowledge, skills and attitudes appropriate to the discipline and/or profession 

GA8 - locate, organise, analyse, synthesise and evaluate information 


Topics will include:

  • managing marketing and the role of marketing managers
  • understanding customers and the marketplace through market research
  • supply chain management 
  • approaches to pricing and pricing strategies
  • researching key differences and challenges in marketing services
  • sustainable resources and products for individuals, society and the environment
  • ethics and marketing practice.

Learning and teaching strategy and rationale

This unit takes an active learning approach to guide students in the development, knowledge and processes utilised by organisations to communicate effectively with their customers and other stakeholders. The student would be able to explore the knowledge base underpinning key areas of marketing management and processes in a series of workshops. These workshops are designed to support the student to actively participate in the development of their knowledge, both individually and in groups. By participating in these workshops, the student would develop an understanding of the strategic business processes used to develop, execute and evaluate marketing practice and activities. This unit takes a collaborative learning approach within the workshop through a series of lectures, discussions and examples. This approach is designed for the student to develop critical and reflective skills in an independent and group environment.

Mode of delivery: This unit is offered in different modes. These are: “Attendance” mode, “Blended” mode and “Online” mode. This unit is offered in three modes to cater to the learning needs and preferences of a range of participants and maximise effective participation for isolated and/or marginalised groups.

Attendance Mode

In a weekly attendance mode, students will require face-to-face attendance in specific physical location/s. Students will have face-to-face interactions with lecturer(s) to further their achievement of the learning outcomes. This unit is structured with required upfront preparation before workshops, most students report that they spend an average of one hour preparing before the workshop and one or more hours after the workshop practicing and revising what was covered. The online learning platforms used in this unit provide multiple forms of preparatory and practice opportunities for you to prepare and revise.

Blended Mode

In a blended mode, students will require intermittent face-to-face attendance determined by the School. Students will have face-to-face interactions with lecturer(s) to further their achievement of the learning outcomes. This unit is structured with required upfront preparation before workshops. The online learning platforms used in this unit provide multiple forms of preparatory and practice opportunities for you to prepare and revise. 

Online Mode

In an online mode, students are given the opportunity to attend facilitated synchronous online seminar classes with other students and participate in the construction and synthesis of knowledge, while developing their knowledge. Students are required to participate in a series of online interactive workshops which include activities, knowledge checks, discussion and interactive sessions. This approach allows flexibility for students and facilitates learning and participation for students with a preference for virtual learning.

Assessment strategy and rationale

In order to pass this unit, three graded assessment tasks are required to be submitted and they must achieve an aggregate mark of at least 50%. Marking will be in accordance with a rubric specifically developed to measure the level of achievement of the learning outcomes for each assessment item. A final grade will be awarded reflecting the overall achievement in the unit. 

Assessment 1 is designed to determine the extent to which students understand and appreciate the function of marketing in the organisation and the role of marketing professionals inclusive of ethical considerations enumerated in professional codes of conduct.

Assessment 2 is designed to assess the understanding students have developed of the integration of key elements of the marketing mix. Students will be expected to analyse the strategy as a whole and identify gaps and inconsistencies. The company or campaign to be assessed will be provided by the lecturer.

Assessment 3 builds on assessment 2 and requires students to develop an appropriate market research strategy to enable the organisation to make evidence-based decisions. The link from assessment 2 to assessment 3 ensures that each student has a unique perspective with different justifications for the type of research activities proposed.

Academic integrity will be assured by determining different contexts for the assessment each semester. For example, the position description may be for a not for profit, government, service sector or start up organisation. Each of these requires different marketing skillsets within the broad definition of marketing functions.  

Overview of assessments

Brief Description of Kind and Purpose of Assessment TasksWeightingLearning OutcomesGraduate Attributes

Assessment Task 1:  

Students would be required to develop a position description for a Marketing Manager’s position which highlights 5 key functions of the marketing manager. This assessment should reflect the professional standards and code of conduct of marketing professionals

Length: Position purpose plus 5 criteria with an explanation of 100-150 words as to why that criterion is in the description  

Total length: 1000 words. 

Submission Type: Individual

Assessment Method: Report

Artefact: Written Position Description



GA3, GA5

Assessment Task 2:

Students would be required to critique the marketing approach adopted by ABC Ltd with respect to its products (physical and/or services), pricing, distribution and communication. The outcome of this assessment is to identify gaps in the marketing strategy where the company would benefit from further information.

Total length: 1500 words  

Submission Type: Individual

Assessment Method: Report

Artefact: Written report


LO2, LO4

GA4, GA5, GA8

Assessment Task 3:

Students would be required to write a marketing research brief that would assist them in addressing one of the shortcomings of ABC’s marketing practices as identified in Assessment 2.

Total Length: 1500 words

Submission Type: Individual

Assessment Method: Report

Artefact: Written Proposal


LO3, LO4

GA2, GA5, GA8

Representative texts and references

Armstrong, G, Adam, S Denize, S Volkov, M and Kotler, P 2018, Principles of Marketing, 7e, Pearson Australia.

Elliott, G, Rundle-Thiele, S, Waller, D, Smith, S, Eades, E, and Bentrott, I 2020, Marketing, 5th Edition, John Wiley & Sons Australia.

Kotler, P and Keller, KL 2016 A Framework for Marketing Management, 6e, Pearson.

Light, L and Kiddon, J 2016 New Brand Leadership: Managing at the Intersection of Globalization, Localization, and Personalization, Pearson Education

Pride, WM, Ferrell, OC, Lukas, BA, Schembri, S, Niininen, O and Casidy, R 2021, Marketing Principles, 4th edition Asia-Pacific Edition, Cengage

Current Scholarly articles

Hydock C, Chen Z & Carlson K, 2020 Why Unhappy Customers Are Unlikely to Share Their Opinions with Brands. Journal of Marketing, Nov, Vol. 84 Issue 6, p95-112.

Lee, H, Lalwani, A K & Wang, J J. 2020 Price No Object!: The Impact of Power Distance Belief on Consumers' Price Sensitivity Journal of Marketing, Nov, Vol. 84 Issue 6, p113-129.

Morgeson III F V, Hult, G T M, Mithas, S, Keiningham, T & Fornell, C. 2020, Turning Complaining Customers into Loyal Customers: Moderators of the Complaint Handling–Customer Loyalty Relationship. Journal of Marketing Sep, Vol. 84 Issue 5, p79-99.

Vomberg, A, Homburg, C & Gwinner, O 2020 Tolerating and Managing Failure: An Organizational Perspective on Customer Reacquisition Management. Journal of Marketing Sep2020, Vol. 84 Issue 5, p117-136.

Kessari, M, Joly, C, Jaouen, A, & Jaeck, M 2020 Alternative food networks: good practices for sustainable performance. Journal of Marketing Management. Nov, Vol. 36 Issue 15/16, p1417-1446

Ozdamar, E Z, Atik, D, & Murray, J 2020 The logic of sustainability: institutional transformation towards a new culture of fashion. Journal of Marketing Management. Nov, Vol. 36 Issue 15/16, p1447-1480.

Wilson, J A J 2020 Understanding branding is demanding... Journal of Marketing Management. Oct2020, Vol. 36 Issue 13/14, p1178-1189

Simpson, B, Schreier, M, Bitterl, S & White, K 2021 Making the World a Better Place: How Crowdfunding Increases Consumer Demand for Social-Good Products. Journal of Marketing Research. Apr, Vol. 58 Issue 2, p363-376

Zhou, C, Albuquerque, P & Grewal, Rajdeep 2021 Competition and Firm Service Reliability Decisions: A Study of the Airline Industry Journal of Marketing Research. Apr, Vol. 58 Issue 2, p377-399.

Ng, S, Faraji-Rad, A, & Batra, R 2021 Uncertainty Evokes Consumers' Preference for Brands Incongruent with their Global–Local Citizenship Identity Journal of Marketing Research. Apr, Vol. 58 Issue 2, p400-415.

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