Course coordinator
Dr Ann Wallin
Course overview
- Study period
- Semester 2, 2024 (22/07/2024 - 18/11/2024)
- Study level
- Undergraduate
- Location
- St Lucia
- Attendance mode
- In Person
- Units
- 2
- Administrative campus
- St Lucia
- Coordinating unit
- Business School
Examines theories of markets & marketing, consumer behaviour, applications of behavioural science & basic marketing principles.
MKTG1501 has been designed to provide you with an introduction to the science of marketing. The course focuses on the role of marketing and its importance in contemporary organisations and society. During the semester you will critically explore marketing principles, concepts and models from a practical perspective. You will have the opportunity to apply this theory through the analysis of a variety of real-world examples directed at amplifying your understanding of how marketing concepts are used.
Course requirements
Assumed background
The course will introduce students to the key elements of marketing.ﾠThere is no assumption that students will have prior marketing knowledge.
Incompatible
You can't enrol in this course if you've already completed the following:
MEBS7107 or MGTS7806 or MKTG7040 or 7501 or 7708
Course contact
Course staff
Lecturer
Dr Ann Wallin
Timetable
The timetable for this course is available on the UQ Public Timetable.
Additional timetable information
Please note: Teaching staff doﾠnotﾠhave access to the timetabling system to help with class allocation. Therefore, should you need help with your timetable and/or allocation of classes, please follow the instructions here Class allocation at UQ . If you still require help please emailﾠbusiness.mytimetable@uq.edu.auﾠfrom your UQ student email account with the following details:
- Full name,
- Student ID, and
- the Course Code
Aims and outcomes
MKTG1501 aims to provide you with an introduction to the science and practice of marketing, and the socially responsible role marketers have when influencing the attitudes and buying behaviour of the consumer. Though examining applied and real world examples our aim is to help you develop and understanding the importance of marketing for the organisation's success. We will begin showing that the customer is the focal point of the organisation and working outward from there into understanding the marketplace, the strategies needed toﾠcompete in that marketplace and how we then communicate and co-create value with the consumers.ﾠ
Learning outcomes
After successfully completing this course you should be able to:
LO1.
Describe the scope of marketing and its role as a core organisational capability
LO2.
Define the central role of the customer
LO3.
Identify the key internal and external influences on an organisations overall capability
LO4.
Explain how marketing activities create value
LO5.
Critique and analyse marketing strategies
Assessment
Assessment summary
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Paper/ Report/ Annotation, Participation/ Student contribution |
Marketing Plan Part 1 - Environment & SWOT
|
30% Group |
6/09/2024 4:00 pm
Group formation begins in tutorials in week 3. Assessable tutorial workshop takes place in week 5. Final group report is due in week 7. |
| Paper/ Report/ Annotation | Marketing Plan Part 2 - Marketing Strategy | 40% Individual |
18/10/2024 4:00 pm |
| Examination |
Final Exam
|
30% Individual |
End of Semester Exam Period 2/11/2024 - 16/11/2024 |
Assessment details
Marketing Plan Part 1 - Environment & SWOT
- Team or group-based
- In-person
- Mode
- Written
- Category
- Paper/ Report/ Annotation, Participation/ Student contribution
- Weight
- 30% Group
- Due date
6/09/2024 4:00 pm
Group formation begins in tutorials in week 3.
Assessable tutorial workshop takes place in week 5.
Final group report is due in week 7.
- Learning outcomes
- L01, L02, L03, L04
Task description
The aim of this assignment:
This assignment involves the development of skills in conducting an environmental scan for a company. Environmental scan skills will be developed through the lecture, the group based workshop on this topic, and via the post -workshop group work you will undertake to finalise the Marketing Plan - Part 1.
Marketing Plan - Part 1
This assessment will be completed in a group that will be facilitated in your workshops. Completing this task will involve:
1. Attending the lecture on Analysing the Marketing Environment
2. Preparing for and contributing to the group discussion in the Analysing the Marketing Environment Workshop (10% to preparation and contribution).
3. Submitting the Marketing Plan - Part 1 as a group, which includes (a) conducting an environmental analysis of a company and the industry it is competing in, (b) a SWOT analysis focusing on the strengths, weaknesses, opportunities and threats of the company, and (c) identifying key marketing issues based on the evidence in the report (20% to the final submitted Marketing Plan - Part 1).
Detailed information about your Marketing plan group assignment will be provided on Blackboard. Part 1 of the marketing plan focuses on environmental, SWOT analyses and the identification of key issues (which will be the basis for your Part 2).
Artificial Intelligence (AI) provides emerging tools that may support students in completing this assessment task. Students may appropriately use AI in completing this assessment task.. Students must clearly reference any use of AI. A failure to reference generative AI use may constitute student misconduct under the Student Code of Conduct.
AI Course Context: This assessment involves deep engagement with a specific case that is unique to the course and the semester. As such, AI will not help students to understand, develop, or demonstrate their knowledge in marketing strategy in this assignment. AI would be useful for outlining and editing content but the use of it must be referenced in the AI statement during submission. Please note that any references provided that are not authentic will trigger student misconduct. Students will be responsible for all content submitted.
Submission guidelines
The Marketing Plan - Part 1 will be submitted via TWO links that can be accessed in Blackboard. Your group must submit to both the Blackboard and Turn-it-in link in order for your final submission to be registered as submitted. Only one person from each group needs to submit the final report to BOTH links.
Deferral or extension
You may be able to apply for an extension.
The maximum extension allowed is 7 days. Extensions are given in multiples of 24 hours.
Extensions are not available for the assessable tutorial component of Assignment 1.
The group report will be available for extensions via the extension application process (see link above). A maximum of 7 calendar days can be applied for, as the assessment is a group assignment worked on via the assessable tutorial and in the two weeks prior to the deadline. Further, feedback needs to be returned to the student cohort in a timely manner due to Marketing Plan Part 2 being built from the feedback in Part 1.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
The assessable workshop must be attended. Preparation will be assessed via a filled in preparation document (provided on Blackboard). Contribution will be assessed during the tutorial group discussion. If you are ill on the day of the assessable tutorial, please forward your preparation document and evidence (i.e. medical certificate etc.) to the course coordinator email (a.wallin@business.uq.edu.au).
The group report will have the late submission specified above apply.
Marketing Plan Part 2 - Marketing Strategy
- Mode
- Written
- Category
- Paper/ Report/ Annotation
- Weight
- 40% Individual
- Due date
18/10/2024 4:00 pm
- Learning outcomes
- L02, L03, L04, L05
Task description
The aim of this assignment:
This assignment involves the development of skills in applying marketing theory to a case to build a cohesive marketing strategy for the focal company. Using the environmental scan from Part 1, and the feedback on the key issues identified, your job will be to build a comprehensive and cohesive marketing strategy that demonstrates course knowledge and contextual understanding of the case and focal business.
Marketing Plan - Part 2
This assessment will be completed in as an individual. Completing this task will involve:
1. Using feedback and knowledge gained in the completion of Marketing Plan - Part 1 to select a key issue to focus on in Part 2.
3. Creating a comprehensive and cohesive marketing strategy that demonstrates course knowledge and case context understanding in the areas of segmentation and targeting, branding, product, price, place and promotion.
Detailed information about your individual assignment Marketing Plan - Part 2 assignment will be provided on Blackboard.
Artificial Intelligence (AI) provides emerging tools that may support students in completing this assessment task. Students may appropriately use AI in completing this assessment task.. Students must clearly reference any use of AI. A failure to reference generative AI use may constitute student misconduct under the Student Code of Conduct.
AI Course Context: This assessment involves deep engagement with a specific case that is unique to the course and the semester. As such, AI will not help students to understand, develop, or demonstrate their knowledge in marketing strategy in this assignment. AI would be useful for outlining and editing content but the use of it must be referenced in the AI statement during submission. Please note that any references provided that are not authentic will trigger student misconduct. Students will be responsible for all content submitted.
Submission guidelines
The Marketing Plan - Part 2 will be submitted via Turnitin that can be accessed in Blackboard.
Deferral or extension
You may be able to apply for an extension.
The maximum extension allowed is 21 days. Extensions are given in multiples of 24 hours.
The maximum extension for this piece of assessment is 21 calendar days. This maximum is set to ensure timely return or grades and feedback to students prior to their examination.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Final Exam
- In-person
- Mode
- Written
- Category
- Examination
- Weight
- 30% Individual
- Due date
End of Semester Exam Period
2/11/2024 - 16/11/2024
- Learning outcomes
- L01, L02, L03, L04, L05
Task description
The final examination will take place on campus during the examination period.
The exam will cover all weeks of the course and will include multiple choice and short answer questions relating to course material.
The exam will be scheduled for 120 minutes + 10 minutes reading time. Details will be provided via the Final Examination briefing in Lecture 13 and through information posted to Blackboard.
If you are unable to sit your final exam, you must apply for a deferred exam (see section 5.4 Final exams).
AI notice: This assessment task evaluates students' abilities, skills and knowledge without the aid of generative Artificial Intelligence (AI). Students are advised that the use of AI technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct. No electronic aids will be available for use during the examination.
Exam details
| Planning time | 10 minutes |
|---|---|
| Duration | 120 minutes |
| Calculator options | No calculators permitted |
| Open/closed book | Closed Book examination - specified written materials permitted |
| Materials | One A4 sheet of typed notes, single sided, is permitted |
| Exam platform | Paper based |
| Invigilation | Invigilated in person |
Submission guidelines
Deferral or extension
You may be able to defer this exam.
Course grading
Full criteria for each grade is available in the Assessment Procedure.
| Grade | Cut off Percent | Description |
|---|---|---|
| 1 (Low Fail) | 0 - 29 |
Absence of evidence of achievement of course learning outcomes. |
| 2 (Fail) | 30 - 46 |
Minimal evidence of achievement of course learning outcomes. |
| 3 (Marginal Fail) | 47 - 49 |
Demonstrated evidence of developing achievement of course learning outcomes |
| 4 (Pass) | 50 - 64 |
Demonstrated evidence of functional achievement of course learning outcomes. |
| 5 (Credit) | 65 - 74 |
Demonstrated evidence of proficient achievement of course learning outcomes. |
| 6 (Distinction) | 75 - 84 |
Demonstrated evidence of advanced achievement of course learning outcomes. |
| 7 (High Distinction) | 85 - 100 |
Demonstrated evidence of exceptional achievement of course learning outcomes. |
Additional course grading information
Grades will be allocated according to University-wide standards of criterion-based assessment.
Written feedback will be provided to students. Queries regarding feedback must be raised within 21 calendar days following the release of the mark for that piece of assessment to facilitate adherence to the Assessment Remark policy within the Assessment Procedure linked in this section.
Supplementary assessment
Supplementary assessment is available for this course.
Learning resources
You'll need the following resources to successfully complete the course. We've indicated below if you need a personal copy of the reading materials or your own item.
Library resources
Find the required and recommended resources for this course on the UQ Library website.
Additional learning resources information
Blackboard
All courses are supported by the UQ Learning Management System, Blackboard Learn, which provides an interactive environment for the students and teachers. This is accessible via PC or Mac or Mobile (Apps) environment.
To log on to Blackboard, go to https://learn.uq.edu.au.
- As Blackboard is a web‐based application, you will need a recently‐released browser for your computer. For the latest Release Notes for Bb Student, see http://en-gb.help.blackboard.com/Bb_Student/z_Release_Notes_Bb_Student.
- For help with Learn.UQ (Blackboard), see https://web.library.uq.edu.au/library-services/it/learnuq-blackboard-help/learnuq-blackboard-contacts or contact AskUs https://web.library.uq.edu.au/contact-us or telephone 334 64312.
UQ Extend
The main resources, activities and workshop instructions for this course are held in UQ Extend. You can access the materials for each week through the UQ Extend link that can be found in the learning resources folder on Blackboard.
Please familiarise yourself with UQ Extend before the course starts.
Learning activities
The learning activities for this course are outlined below. Learn more about the learning outcomes that apply to this course.
Filter activity type by
Please select
| Learning period | Activity type | Topic |
|---|---|---|
Week 1 |
Lecture |
Introduction to Marketing Learning outcomes: L01, L02 |
Week 2 |
Lecture |
Marketing Strategy & Planning Learning outcomes: L03, L04 |
Tutorial |
Introduction to Marketing Learning outcomes: L01, L02, L04 |
|
Week 3 |
Lecture |
Analysing the Marketing Environment This lecture is the briefing on the frameworks used in Marketing Strategy - Part 1. This briefing will form the knowledge base for completing your preparation for your assessable tutorial in week 5. Learning outcomes: L03, L04 |
Tutorial |
Marketing Strategy & Planning Groups for the Marketing Strategy - Part 1 assignment will begin to be formed in this tutorial. Learning outcomes: L01, L02, L03, L04, L05 |
|
Week 4 |
Lecture |
Marketing Analytics and AI - Recorded Module This lecture will be a recorded module so that in can be reviewed in the same week as the tutorial on this subject. In week 5 the assessable tutorial will take place for you to prepare and contribute to your groups discussion across the frameworks you were briefed on in the Week 3 lecture. Learning outcomes: L03, L04 |
Tutorial |
Marketing Analytics and AI No Wednesday tutorials will operate due to Ekka Show public holiday. Please see Blackboard for arrangements for students impacted in the Wednesday tutorials. Learning outcomes: L01, L03, L05 |
|
Week 5 |
Lecture |
Consumer Behaviour Learning outcomes: L01, L02, L05 |
Tutorial |
Analysing the Marketing Environment This is the assessable tutorial for Marketing Strategy - Part 1. Please see assessment details in the ECP for more information. Learning outcomes: L01, L03, L04 |
|
Week 6 |
Lecture |
Segmentation, Targeting & Positioning Learning outcomes: L01, L02, L03 |
Tutorial |
Consumer Behaviour Learning outcomes: L01, L02, L03, L04, L05 |
|
Week 7 |
Lecture |
Product and Services and Brands Learning outcomes: L01, L02, L03 |
Tutorial |
Segmentation, Targeting & Positioning Learning outcomes: L02, L03, L04 |
|
Week 8 |
Lecture |
Pricing Learning outcomes: L02, L04, L05 |
Tutorial |
Product and Services and Brands Learning outcomes: L01, L02, L03 |
|
Week 9 |
Lecture |
Placement Learning outcomes: L03, L04 |
Tutorial |
Pricing Learning outcomes: L02, L03, L04, L05 |
|
Mid Sem break |
No student involvement (Breaks, information) |
In-Semester Break |
Week 10 |
Lecture |
Promotion Learning outcomes: L01, L03, L04 |
Tutorial |
Placement Learning outcomes: L02, L03, L04, L05 |
|
Week 11 |
Lecture |
Digital Marketing Learning outcomes: L01, L03, L04 |
Tutorial |
Promotion No Monday tutorials will operate due to King's Birthday Holiday. Please see Blackboard for alternative arrangements for students from the Monday classes. Learning outcomes: L02, L03, L04, L05 |
|
Week 12 |
Lecture |
Social & Not-for-Profit Marketing Learning outcomes: L01, L03, L04 |
Tutorial |
Digital Marketing Learning outcomes: L03, L04, L05 |
|
Week 13 |
Lecture |
The Future of Marketing & Exam Briefing Learning outcomes: L01, L02, L04, L05 |
Tutorial |
Social & Non-profit Marketing |
Policies and procedures
University policies and procedures apply to all aspects of student life. As a UQ student, you must comply with University-wide and program-specific requirements, including the:
- Student Code of Conduct Policy
- Student Integrity and Misconduct Policy and Procedure
- Assessment Procedure
- Examinations Procedure
- Reasonable Adjustments - Students Policy and Procedure
Learn more about UQ policies on my.UQ and the Policy and Procedure Library.