MARKETNG 3004 - Marketing Planning Project

North Terrace Campus - Semester 2 - 2022

Students work in groups to prepare a Marketing Plan for a local Adelaide business or not-for-profit organization. This is a capstone course in Marketing, which integrates market theory and management practices from all prior areas of study. Students will develop a marketing plan for a live client firm, on the basis of market theory, market research and the potential strategic directions available to their client. Students will be responsible for presenting their findings in both written and oral form to their clients.

  • General Course Information
    Course Details
    Course Code MARKETNG 3004
    Course Marketing Planning Project
    Coordinating Unit Marketing
    Term Semester 2
    Level Undergraduate
    Location/s North Terrace Campus
    Units 3
    Contact Up to 3 hours per week
    Available for Study Abroad and Exchange Y
    Prerequisites MARKETNG 1001, MARKETNG 2010
    Incompatible MARKETNG 3503
    Assumed Knowledge MARKETNG 3006
    Assessment Tutorial participation, assignments, oral presentation
    Course Staff

    Course Coordinator: Mr Nigel Barker

    Name: Mr Nigel Barker
    Location: Room 13.30, 10 Pulteney Street
    Telephone: 08 8313 0424 (email is best)
    Course Website:

    If you would like to see me, please email me to make an appointment.
    Course Timetable

    The full timetable of all activities for this course can be accessed from Course Planner.

    1 - Client presentations

    2 - The way forward and the marjeting plan

    3 - Business model creation and the model canvas

    4 - Value proposition creation

    5 - The consulting industry

    6 - Selling consultancy and gaining clients

    7 - Getting and keeping clients

    8 - Solution development 


    9 - Implementation and ethics

    10 - Pitching ideas

    11 - Client presentations Pt1

    12 - Client presentations Pt2

  • Learning Outcomes
    Course Learning Outcomes
    On successful completion of this course, students will be able to:
    1 Identify Marketing issues/problems and apply relevant theories, principles, concepts and models to propose solutions

    2 Apply relevant ethical frameworks for Marketing decision making in a professional business context

    3 Display critical thinking and apply judgement when interpreting Marketing issues/problems

    4 Communicate and work effectively in teams and as individuals

    5 Display reasoned decision making processes and self-managed strategies leading to professional outcomes in Marketing

    6 Understand the complex relationship between people and organisations and reflect upon the development of professional behaviours
    University Graduate Attributes

    This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:

    University Graduate Attribute Course Learning Outcome(s)

    Attribute 1: Deep discipline knowledge and intellectual breadth

    Graduates have comprehensive knowledge and understanding of their subject area, the ability to engage with different traditions of thought, and the ability to apply their knowledge in practice including in multi-disciplinary or multi-professional contexts.

    Attribute 2: Creative and critical thinking, and problem solving

    Graduates are effective problems-solvers, able to apply critical, creative and evidence-based thinking to conceive innovative responses to future challenges.

    Attribute 3: Teamwork and communication skills

    Graduates convey ideas and information effectively to a range of audiences for a variety of purposes and contribute in a positive and collaborative manner to achieving common goals.


    Attribute 4: Professionalism and leadership readiness

    Graduates engage in professional behaviour and have the potential to be entrepreneurial and take leadership roles in their chosen occupations or careers and communities.

    Attribute 5: Intercultural and ethical competency

    Graduates are responsible and effective global citizens whose personal values and practices are consistent with their roles as responsible members of society.


    Attribute 8: Self-awareness and emotional intelligence

    Graduates are self-aware and reflective; they are flexible and resilient and have the capacity to accept and give constructive feedback; they act with integrity and take responsibility for their actions.

  • Learning Resources
    Required Resources

    There is no required textbook for thsi subject but the suggested materials are:

    1. Wickham, L., Wilcock, J (2016), Management Consulting: Delivering an Effective Project, 5th Edition, Harlow, UK:  Pearson.  Earlier versions are not a problem.

    2. Osterwalder, Alexander & Pigneur, Yves (2010) Business Model Generation, First Edition, Wiley,

    3. Preparing a Marketing Plan, Medlin, C.J., 2019  (pdf on MyUni site)

    4. Lecture Powerpoints (pdf MyUni site)

    5. Communications Skills Guide (pdf MyUni site)

    Recommended Resources
    Past examples of Marketing Plans (Barr Smith Library – 24 hour loan)
    MyUni has a list
  • Learning & Teaching Activities
    Learning & Teaching Modes
    The course is made up of two complementary components. Lectures cover the content of management and in particular marketing consulting and the processes of preparing a Market Plan. Tutorials cover the processes of preparing a Market Planning for your ‘live’ client as well as activities related to client consulting. In tutorial students will work in groups to prepare a Marketing Plan for a local business client.

    Tutorials are arranged around five Market Plans, one of which is the responsibility of your group. You will learn problem solving skills and critical thinking required to scope a problem, undertake research and integrate research results with theory to write an implementation plan. You will be able to comment on and follow the development of the other two plans prepared in your tutorial.


    The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

    The University expects full-time students (i.e. those taking 12 units per semester) to devote a total of 48 hours per week to their studies.  This means that you are expected to commit approximately 9 hours for a three-unit course or 13 hours for a four-unit course, of private study outside of your regular classes.

    Students in this course are expected to attend their tutorial class each week.  

    Learning Activities Summary
    In preparing a Marketing Plan students work in groups of up to four students.
    They undertake a series of research projects including;
    (i) desk research of the socio-economic environment,
    (ii) competitor research and analysis,
    (iii) develop an understanding of the possible business models, and
    (iv) conduct purchaser research using qualitative and quantitative methods as the project requires.
    The students complete a draft of the first half of their Marketing Plan by mid-semester, receive feedback, and then complete the plan prior to the end of semester.
    Specific Course Requirements
    Students in this course are expected to attend their tutorial class each week. See the 80% rule below.

  • Assessment

    The University's policy on Assessment for Coursework Programs is based on the following four principles:

    1. Assessment must encourage and reinforce learning.
    2. Assessment must enable robust and fair judgements about student performance.
    3. Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
    4. Assessment must maintain academic standards.

    Assessment Summary

    Assessment Task Task Type Weighting Learning Outcome
    Bi-weeekly quizzes x5 Individual 25% 1, 3, 5
    Draft Marketing Plan, sections 1,2,3   Individual 20% 1,2,3,4,5,6
    Tutorial participation Individual 10% 1,2,3,4,5,6
    Complete Marketing Plan Group 30% 1,2,3,4,5,6
    Oral Presentation Individual 15% 5, 6
    Assessment Detail
    Biweekly quiz (x5) 25% CLO: 1, 3, 5

    Every two weeks a quiz will be posted on Canvas containing 10 multiple choice questions to be completed in 15 minutes. The questions will relate to the topic and lecture material from the previous 2 weeks plus any relevant questions from previously studied prerequisite Marketing subjects. The quiz will be available online from the Friday until the Sunday night. Failure to complete the quiz in the time period will result in a zero grade for that quiz. A medical certificate must be provided if a quiz is missed due to health reasons.

    Marketing Plan
    Students will be placed into groups in the first tutorial. Each group will be allocated a client that they must then produce a detailed marketing plan for. The plan will be submitted in two parts:

    Draft Marketing Plan 20% CLO: 1, 2, 3, 4, 5, 6

    This is the early stages of the plan and should only include sections 1, 2 and 3. Students must clearly show who within the group contributed what to the draft plan and each student will be marked based on their own individual content. On top of this, the group as a whole will receive feedback on the overall plan at this stage.

    Complete Marketing Plan 30% CLO: 1, 2, 3, 4, 5, 6

    Each group must submit a detailed plan for their client. The plan should follow the standards set out in the marketing plan guide and clearly address the needs of the client as well as being practical, realistic and based on good quality research. Plans are marked as a whole and marks awarded and adjusted based on peer reviews.

    Oral presentation 15% CLO: 1, 2, 3, 4, 5, 6

    Each group must give a 15 minute presentation of their marketing plan to the lecture, the client and the rest of the class.

    Tutorial participation 10% CLO: 3, 4, 5

    Tutorials are a major component of the subject and as such students are expected to attend all tutorials and be prepared for reach session by reading prescribed case studies and activities. Students will be marked each tutorial based on their preparation and engagement in tutorials, please be aware that mere attendance is not sufficient to gain a tutorial mark.

    Submission dates:

    Quizzes x 5 25%

    Week: 2, 4, 6, 8, 10.

    Draft Marketing Plan, sections 1,2,3 only 20%

    Due: 17.00 Friday Week 7

    Complete Marketing Plan 30%

    Due 17.00 Friday Week 10

    Oral presentation 15%

    Weeks 11, 12 (To be allocated based on group topic)

    Tutorial participation 10% throughout semester

    Course Grading

    Grades for your performance in this course will be awarded in accordance with the following scheme:

    M10 (Coursework Mark Scheme)
    Grade Mark Description
    FNS   Fail No Submission
    F 1-49 Fail
    P 50-64 Pass
    C 65-74 Credit
    D 75-84 Distinction
    HD 85-100 High Distinction
    CN   Continuing
    NFE   No Formal Examination
    RP   Result Pending

    Further details of the grades/results can be obtained from Examinations.

    Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.

    Final results for this course will be made available through Access Adelaide.

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    SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy ( course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.

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