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Course Outline

MKG324 Marketing Futures

Course Coordinator:Luke Hawley (lhawley@usc.edu.au) School:School of Business and Creative Industries

2026Semester 2

UniSC Sunshine Coast

UniSC Moreton Bay

UniSC Southbank

 Blended learning Most of your course is on campus but you may be able to do some components of this course online.

Online

 Online You can do this course without coming onto campus, unless your program has specified a mandatory onsite requirement.

Please go to unisc.edu.au for up to date information on the
teaching sessions and campuses where this course is usually offered.

What is this course about?

Description

Marketing is dynamic and continually evolving. As an emerging marketing professional, it is critical that you cultivate foresight and acumen to ensure that you are at the forefront of marketing practice in the 21st century. In this capstone course, you will harmonise contemporary marketing practices and theories as well as consolidate and expand your marketing knowledge and skills to be career-ready.

How will this course be delivered?

Activity Hours Beginning Week Frequency
Blended learning
Lecture – Pre-recorded concept videos and associated activity 1hr Week 1 12 times
Tutorial/Workshop 1 – In-class tutorial 2hrs Week 2 11 times
Online
Lecture – Pre-recorded concept videos and associated activity 1hr Week 1 12 times
Tutorial/Workshop 1 – Interactive zoom tutorial online 2hrs Week 2 11 times

Course Topics

Course welcome, social media and digital marketing, marketing futures and being a 21st century marketer 

 

What level is this course?

300 Level (Graduate)

Demonstrating coherence and breadth or depth of knowledge and skills. Independent application of knowledge and skills in unfamiliar contexts. Meeting professional requirements and AQF descriptors for the degree. May require pre-requisites where discipline specific introductory or developing knowledge or skills is necessary. Normally undertaken in the third or fourth full-time study year of an undergraduate program.

What is the unit value of this course?

12 units

How does this course contribute to my learning?

Course Learning Outcomes On successful completion of this course, you should be able to... Graduate Qualities Mapping Completing these tasks successfully will contribute to you becoming... Professional Standard Mapping * Association to Advance Collegiate Schools of Business
1 Synthesise, critique and harmonise contemporary marketing practices and theory. Creative and critical thinker
Empowered 
PC1.1, PC3, PC6
2 Cultivate marketing foresight and acumen. Creative and critical thinker
Empowered 
PC1.2, PC1.3, PC2.1, PC3, PC6, PC6.2
3 Consolidate and expand current marketing knowledge and skills to be career-ready. Knowledgeable
Creative and critical thinker 
PC1, PC1.3, PC6, PC6.1, PC6.2

* Competencies by Professional Body

CODE COMPETENCY
Association to Advance Collegiate Schools of Business
PC1 Communication
PC1.1 Written Communication
PC1.2 Oral Communication
PC1.3 Digital Literacy
PC2.1 Teamwork
PC3 Creative and Critical Thinking
PC6 Career-ready
PC6.1 Self-management
PC6.2 Discipline Knowledge

Am I eligible to enrol in this course?

Refer to the UniSC Glossary of terms for definitions of “pre-requisites, co-requisites and anti-requisites”.

Pre-requisites

BUS105 and MKG210

Co-requisites

Not applicable

Anti-requisites

Not applicable

Specific assumed prior knowledge and skills (where applicable)

Not applicable

Microcredential Information

Not applicable

How am I going to be assessed?

Grading Scale

Standard Grading (GRD)

High Distinction (HD), Distinction (DN), Credit (CR), Pass (PS), Fail (FL).

Details of early feedback on progress

Advice and tips on how to approach the course and assessment will be provided in early lectures and tutorials. Early feedback will also be provided via Assessment Task 1.

Assessment tasks

Delivery mode Task No. Assessment Product Individual or Group Weighting % What is the duration / length? When should I submit? Where should I submit it?
All 1 Written Piece Individual 25% 
1000 words
 Week 4 Online Assignment Submission with plagiarism check
All 2 Artefact - Creative, and Written Piece Group 35% 
15 minutes, 1000 words.
 Week 8 Online Assignment Submission with plagiarism check
All 3 Artefact - Creative Individual 40% 
2,500 words
 Week 13 Online Assignment Submission with plagiarism check
All - Assessment Task 1:Social Media Marketing Article for The Conversation
Goal: 
Identify, synthesise and critique a contemporary social media or digital marketing practice and link this practice to marketing theory.
Product: Written Piece
Authorship Statement:
Format: 
This is an individual assessment task. You are to write a news article for The Conversation on a social media marketing topic of your choosing. In the news article, you will identify, synthesise and critique an interesting contemporary social media marketing practice and link this practice back to marketing theory (abductive reasoning).
Criteria:
No. Learning Outcome assessed
1 
Identify, synthesise and critique an interesting contemporary social media marketing practice
 1
2 
Link the practice back to marketing theory (abductive reasoning)
 1
3 
Effective written communication skills
 3
Generic Skills: 
Communication
All - Assessment Task 2:Professional Training Resource
Goal: 
Cultivate marketing foresight, acumen and a capability to identify and predict the likely implications of an emerging digital marketing trend.
Product: Artefact - Creative, and Written Piece
Authorship Statement:
Format: 
You are to form groups. You are to identify, analyse and predict the likely implications of an emerging marketing trend (inductive reasoning) and create an engaging webinar training resource for marketing professionals.
This task is being used for measuring assurance of learning towards Association to Advance Collegiate Schools of Business (AACSB) accreditation. The following Program Competency will be assessed:
- Program Competency 2.1 Teamwork: Demonstrate an understanding of effectively managing and working in teams in a business context.
Criteria:
No. Learning Outcome assessed
1 
Formulation of an emerging marketing trend using a range of credible information sources with links to marketing theory
 2
2 
Critical, creative and future-focused thinking (inductive reasoning)
 2
3 
Effective and engaging digital resource skills
 3
4 
Knowledge and application of effective groupwork processes
 3
5 
Contribution to the task
 3
Generic Skills: 
Communication, Collaboration, Applying technologies
All - Assessment Task 3:Professional Activation Journal
Goal: 
Consolidate and expand current marketing knowledge and skills to be career-ready.
Product: Artefact - Creative
Authorship Statement:
Format: 
This is an individual assessment task. In a professional activation journal, you will demonstrate development over the semester towards your occupational goals as a 21st century marketer. Your professional activation journal will be presented in Microsoft Sway, documenting self-learning activities that you have undertaken, articulating your learning gains and through reflection, linking these back to your knowledge of marketing theory (abductive reasoning). This task fosters professional empowerment as you will self-determine and undertake relevant self-learning, and through this strengthen your professional self-efficacy, reflexivity and self-regulatory skills.
This task is being used for measuring assurance of learning towards Association to Advance Collegiate Schools of Business (AACSB) accreditation. The following Program Competency will be assessed:
Program Competency 1.1 Written communication: Demonstrate effective written communication skills in a business context.
Criteria:
No. Learning Outcome assessed
1 
Construction of a professional activation journal (professional empowerment)
 3
2 
Links back to marketing theory (abductive reasoning)
 3
3 
Organisation and structure of written content
 3
4 
Development and articulation of informed arguments
 3
5 
Referencing of sources of information used within the body of the document and in a reference
list using Harvard or APA referencing style
 3
6 
Accuracy and presentation of written work including English expression, discipline-based
vocabulary, grammar, spelling, and punctuation
 3
Generic Skills: 
Communication, Problem solving

Directed study hours

A 12-unit course will have total of 150 learning hours which will include directed study hours (including online if required), self-directed learning and completion of assessable tasks. Student workload is calculated at 12.5 learning hours per one unit.

Schedule

Period and Topic Activities 
Week 1: Course welcome + Social Media and Digital marketing
 
Lecture and Zoom Drop In
 
Week 2: Social Media and Digital Marketing
 
Lecture and Tutorial
 
Week 3: Social Media and Digital Marketing
 
Lecture and Tutorial
 
Week 4: Social Media and Digital marketing
 
Lecture and Tutorial
 
Week 5: Marketing Futures
 
Lecture and Tutorial
 
Week 6: Marketing Futures
 
Lecture and Tutorial
 
Week 7: Marketing Futures
 
Lecture and Tutorial
 
Week 8: Marketing Futures
 
Lecture and Tutorial
 
Week 9: Being a 21st Century Marketer
 
Lecture and Tutorial
 
Week 10: Being a 21st Century Marketer
 
Lecture and Tutorial
 
Week 11: Being a 21st Century Marketer
 
Lecture and Tutorial
 
Week 12: Being a 21st Century Marketer
 
Lecture and Tutorial
 
Week 13: Self Directed Study
 
n/a

What resources do I need to undertake this course?

Please note: Course information, including specific information of recommended readings, learning activities, resources, weekly readings, etc. are available on the course Canvas site– Please log in as soon as possible.

Prescribed text(s) or course reader

You need regular access to the resource(s) below. Many texts are available as ebooks through the Library at no additional cost.

Required? Author Year Title Edition Publisher
Required Tuten T.L. and Solomon M.R. 2018 Social Media Marketing 3rd Sage

Specific requirements

Not applicable

How are risks managed in this course?

Health and safety risks for this course have been assessed as low. It is your responsibility to review course material, search online, discuss with lecturers and peers and understand the health and safety risks associated with your specific course of study and to familiarise yourself with the University’s general health and safety principles by reviewing the online induction training for students, and following the instructions of the University staff.

What administrative information is relevant to this course?

Assessment: Academic Integrity

Academic integrity is the ethical standard of university participation. It ensures that students graduate as a result of proving they are competent in their discipline. This is integral in maintaining the value of academic qualifications. Each industry has expectations and standards of the skills and knowledge within that discipline and these are reflected in assessment.

Academic integrity means that you do not engage in any activity that is considered to be academic fraud; including plagiarism, collusion or outsourcing any part of any assessment item to any other person. You are expected to be honest and ethical by completing all work yourself and indicating in your work which ideas and information were developed by you and which were taken from others. You cannot provide your assessment work to others. You are also expected to provide evidence of wide and critical reading, usually by using appropriate academic references.

In order to minimise incidents of academic fraud, this course may require that some of its assessment tasks, when submitted to Canvas, are electronically checked through Turnitin. This software allows for text comparisons to be made between your submitted assessment item and all other work to which Turnitin has access.

Assessment: Additional Requirements

Your eligibility for supplementary assessment in a course is dependent of the following conditions applying: The final mark is in the percentage range 47% to 49.4% The course is graded using the Standard Grading scale You have not failed an assessment task in the course due to academic misconduct

Assessment: Submission penalties

Late submission of assessment tasks may be penalised at the following maximum rate: - 5% (of the assessment task's identified value) per day for the first two days from the date identified as the due date for the assessment task. - 10% (of the assessment task's identified value) for the third day - 20% (of the assessment task's identified value) for the fourth day and subsequent days up to and including seven days from the date identified as the due date for the assessment task. - A result of zero is awarded for an assessment task submitted after seven days from the date identified as the due date for the assessment task. Weekdays and weekends are included in the calculation of days late. To request an extension you must contact your course coordinator to negotiate an outcome.

Links to relevant University policy and procedures

For more information on Academic Learning & Teaching categories including:

  • Assessment: Courses and Coursework Programs
  • Review of Assessment and Final Grades
  • Supplementary Assessment
  • Central Examinations
  • Deferred Examinations
  • Student Conduct
  • Students with a Disability

For more information, visit https://www.usc.edu.au/explore/policies-and-procedures#academic-learning-and-teaching

Student Charter

UniSC is committed to excellence in teaching, research and engagement in an environment that is inclusive, inspiring, safe and respectful. The Student Charter sets out what students can expect from the University, and what in turn is expected of students, to achieve these outcomes.

General Enquiries

  • In person:
    • UniSC Sunshine Coast - Student Central, Ground Floor, Building C, 90 Sippy Downs Drive, Sippy Downs
    • UniSC Moreton Bay - Service Centre, Ground Floor, Foundation Building, Gympie Road, Petrie
    • UniSC SouthBank - Student Central, Building A4 (SW1), 52 Merivale Street, South Brisbane
    • UniSC Gympie - Student Central, 71 Cartwright Road, Gympie
    • UniSC Fraser Coast - Student Central, Student Central, Building A, 161 Old Maryborough Rd, Hervey Bay
    • UniSC Caboolture - Student Central, Level 1 Building J, Cnr Manley and Tallon Street, Caboolture
  • Tel:+61 7 5430 2890
  • Email:studentcentral@usc.edu.au
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