Course coordinator
Dr Cassandra France
Course overview
- Study period
- Semester 2, 2025 (28/07/2025 - 22/11/2025)
- Study level
- Undergraduate
- Location
- St Lucia
- Attendance mode
- In Person
- Units
- 2
- Administrative campus
- St Lucia
- Coordinating unit
- Business School
Marketing strategy combines advanced knowledge and practical acumen to create and sustain superior competitive advantage for organisations. This course dives deep into the latest management concepts and marketing strategies - including completing a marketing audit, and planning, executing and evaluating a marketing plan. This course builds on your previous learning of marketing and consumer behaviour theories and brings this together with a strategic focus. You will emerge with the advanced skills needed to develop and implement an integrated marketing strategy that generates value for customers and growth for your organization. This course also focuses upon critical evaluation of marketing principles developed through practical exercises and detailed analyses of real-life case studies.
Marketing strategyﾠbegins with an appreciation of the contemporary environment in which marketing strategy exists and considers the customer centric nature of business performance. A firm with a competitive advantage can lead to superior financial performance when that advantage is strategically crafted. Thus, Marketing Strategy will look closely at strategic manoeuvres for success. Specifically, this course examines the role of marketing and marketing professionals in creating a comparative advantage with firm resources in the contemporary marketing environment. Please note that is expected that students have a prior knowledge of key marketing theory and concepts as this is a third year level course.
The framework on which the course is based draws heavily from practical advances in thinking about how contested markets operate and the proper role of marketing managers acting on behalf of firms within these markets. You will be given the freedom to show your creativity in problem solving, as you demonstrate your ability to apply theory to practical marketing situations.
Sustainable Development Goals - UQ Business School is a proud supporter and Advanced Signatory of the United Nations Principles for Responsible Management Education (UN PRME). As part of the largest global collaboration between business schools and the UN, the school emphasises its role in empowering students to drive societal transformation through the Sustainable Development Goals. The SDGs highlight that a thriving economy relies on a healthy environment, aiming to balance economic growth, social well-being, and environmental protection for a sustainable future.
Course requirements
Prerequisites
You'll need to complete the following courses before enrolling in this one:
MKTG2501
Incompatible
You can't enrol in this course if you've already completed the following:
MKTG7512
Restrictions
Quota: Minimum of 35 enrolments
Course contact
Course staff
Lecturer
Dr Cassandra France
Timetable
The timetable for this course is available on the UQ Public Timetable.
Additional timetable information
Please note: Teaching staff do not have access to the timetabling system to help with class allocation. Therefore, should you need help with your timetable and/or allocation of classes, please ensure you email business.mytimetable@uq.edu.au from your UQ student email account with the following details:
- Full name
- Student ID
- Course Code
Aims and outcomes
This course aims to examine the role of marketing and marketing professionals in creating a competitive advantage in firm resources. Specifically, toﾠintroduce students to the higher level literature on marketing theory and practice, to allow students to critically analyse and develop competitive marketing strategies in a range of industries and to provide students with the opportunity to apply their knowledge and skills by working onﾠmarketing scenarios.
Assessment
Assessment summary
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Paper/ Report/ Annotation | Theoretical & Practical Review | 25% |
10/09/2025 2:00 pm |
| Presentation |
Marketing Strategy Presentation
|
40% |
22/10/2025 2:00 pm
Week 12 |
| Examination |
Final exam
|
35% |
End of Semester Exam Period 8/11/2025 - 22/11/2025
During the exam period |
Assessment details
Theoretical & Practical Review
- Mode
- Written
- Category
- Paper/ Report/ Annotation
- Weight
- 25%
- Due date
10/09/2025 2:00 pm
- Learning outcomes
- L01, L02, L03
Task description
Individual review of set topic, linked to theoretical analysis and practical application.
Students are to conduct a critical examination of the topic by conducting an extensive literature review and linking this with the experience of the simulation, following the specific structure guidelines provided via Learn.UQ. This is strictly an individual task and students will be required to address the specific topic allocated by the course coordinator. Further details are available via Learn.UQ and will be discussed during class time. A maximum word limit has been set in the guidelines available via Learn.UQ and any words submitted above the maximum limit will not be eligible for marking.
AI Statement
Artificial Intelligence (AI) and Machine Translation (MT) are emerging tools that may support students in completing this assessment task. Students may appropriately use AI and/or MT in completing this assessment task. Students must clearly reference any use of AI or MT in each instance.
A failure to reference generative AI or MT use may constitute student misconduct under the Student Code of Conduct.
Submission guidelines
The written assignment must be submitted electronically through Blackboard and Turnitin Submission on the Learn.UQ site, based on the specific instructions provided. Students who fail to follow the exact submission instructions will incur late penalties until submission is resolved.
Deferral or extension
You may be able to apply for an extension.
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.
Marketing Strategy Presentation
- Team or group-based
- Mode
- Product/ Artefact/ Multimedia
- Category
- Presentation
- Weight
- 40%
- Due date
22/10/2025 2:00 pm
Week 12
- Other conditions
- Peer assessed.
- Learning outcomes
- L01, L02, L03, L04, L05
Task description
The marketing strategy recorded video presentation will involve the development of a full marketing strategy pitch which is to be undertaken as a group. This project will require practical activity throughout the semester and will involve the development of a persuasive presentation. A full description of this major assessment item will be provided by the course coordinator and will be available via Learn.UQ. The presentation should be persuasive, concise and clearly argued, professionally articulating your strategic recommendations. Scholarly, as well as industry and company evidence will be integral to performance. APA Referencing is suitable, included as the last slide in the presentation.
Team work
Teams will be formed within tutorials, so students can only form groups with others enrolled in their tutorial. Students who enrol late or do not engage with their team early in the course, may be required to complete the task as an individual, or in a smaller team that may formed of remaining students.
Team work is a valuable and important component of this program. Students should be aware that a team contract will be submitted and peer evaluation will be undertaken by all teams and will be considered during mark allocation. Group contributions should be monitored weekly and proactive issues management should be implemented, with all group issues being be proactively addressed via discussion or email with your class tutor. It is essential that teams attempt to resolve issues during the project. However, individuals who are do not perform to the group standard will have reduced marks for assessment, to a standard which reflects the evidence, which may include receiving zero marks where warranted. In such situations, all individuals are responsible for keeping evidence of their contributions to the group.
AI Statement
Artificial Intelligence (AI) and Machine Translation (MT) are emerging tools that may support students in completing this assessment task. Students may appropriately use AI and/or MT in completing this assessment task. Students must clearly reference any use of AI or MT in each instance.
A failure to reference generative AI or MT use may constitute student misconduct under the Student Code of Conduct
Submission guidelines
All group videos will be submitted online via Blackboard as per the instructions set out in the course site.
Deferral or extension
You may be able to apply for an extension.
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
- Identity Verified
- In-person
- Mode
- Written
- Category
- Examination
- Weight
- 35%
- Due date
End of Semester Exam Period
8/11/2025 - 22/11/2025
During the exam period
- Other conditions
- Time limited.
- Learning outcomes
- L01, L03, L04
Task description
Students will complete a final exam which will bridge theoretical knowledge from the course with reflection on practice of marketing strategy in the simulation. Students will answer multiple-choice and short answer questions. Further details will be available via Learn.UQ and will be discussed during class time.
AI Statement
This assessment task is to be completed in-person. The use of generative Artificial Intelligence (AI) or Machine Translation (MT) tools will not be permitted. Any attempted use of AI or MT may constitute student misconduct under the Student Code of Conduct.
Exam details
| Planning time | 10 minutes |
|---|---|
| Duration | 180 minutes |
| Calculator options | No calculators permitted |
| Open/closed book | Closed book examination - no written materials 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.
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
Library resources are available on the UQ Library website.
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 |
Introducing Marketing Strategy Course and marketing overview Assessment overview. Prior assumptions. Learning outcomes: L01 |
No student involvement (Breaks, information) |
No tutorials Tutorials and simulation planning will begin in Week 2 |
|
Week 2 |
Lecture |
Customer centricity and market analysis Establishing a customer focus for marketing strategy. Examine the market influences which impact marketing strategy. Learning outcomes: L01, L02, L03 |
Tutorial |
Course overview An introduction to course plans, reviewing tutorial plans, simulation plans, assessment plans and group formation. Learning outcomes: L01 |
|
Week 3 |
Lecture |
Public holiday - no lecture this week No lecture due to public holiday |
Tutorial |
Customer choices Application of customer focus to marketing strategy. Group registration. Simulation initiation Q1: Organise the team, name the company, and contract for a survey of potential customers. Public Holiday on Wednesday - Check Blackboard for announcements about affected classes. Learning outcomes: L01, L02 |
|
Week 4 |
Lecture |
Offensive marketing strategies Exploration of generic marketing strategies - offensive manoeuvres. A1 overview. Learning outcomes: L01, L02 |
Tutorial |
Marketing environment Exploring the environment. Group contracts submitted. A1 Q&A session. Simulation Q2: Analyse market information, establish strategic direction and set up shop (design brands and set up sales outlets.) Learning outcomes: L01, L02, L03 |
|
Week 5 |
Lecture |
Defensive and generic marketing strategies Exploration of defensive and generic marketing manoeuvres. Learning outcomes: L03, L05 |
Tutorial |
Considering strategic choices A1 Q&A. Exec Briefing Prep Simulation Q3: Test-market brands, prices, ad copy, media campaigns, set up web pages, and sales staffing. Learning outcomes: L01, L02 |
|
Week 6 |
Lecture |
Branding - Segmentation and targeting Strategic brand decisions - Segmenting and targeting. Learning outcomes: L03, L05 |
Tutorial |
Executive briefings 1:1 group executive briefing (as scheduled): Identification of strategic market decisions - segmentation/targeting. Formal peer evaluation due. A1 Q&A. Simulation Q4: Study end user feedback, competition, and financial performance, and make adjustments in strategy and tactics - student led session. Learning outcomes: L01, L02 |
|
Week 7 |
Lecture |
Branding - Differentiation and Positioning Strategic brand decisions - Differentiation and Positioning. Learning outcomes: L03, L05 |
Tutorial |
Simulation review Examination of marketing strategy decisions and implications from simulation. Simulation Q5: Strategy implementation (Invest in R&D for the future, expand market coverage with new sales outlets, begin social media campaign, and invest in search engine marketing). Learning outcomes: L01, L02, L03, L05 |
|
Week 8 |
Lecture |
Marketing mix Execution of strategic marketing mix plans. Learning outcomes: L02, L03, L05 |
Tutorial |
Customer and marketing mix choices Considerations of customer analysis and strategic choices in marketing strategy. Examining how marketing strategy is implemented. Simulation Q6: Refine the marketing strategy (Introduce new brands with new R&D feature; Continue with market expansion by adding advertising, sales people and new outlets; Study the market and financial data to determine how to better meet customer needs and surpass the competition through brand design, pricing, advertising, distribution, and internet marketing). Learning outcomes: L04, L05 |
|
Week 9 |
Lecture |
Marketing agility and innovation, A2 Overview Exploring marketing agility and implications for strategy. Implications of innovation in marketing. A2 overview. Learning outcomes: L01, L02, L03, L04, L05 |
Tutorial |
Executive briefings 1:1 group executive briefing (as scheduled): Marketing mix implementation. Peer evaluation. A2 Planning. Simulation Q7: Refine the marketing strategy - student led session. Public holiday on Monday - please see blackboard announcements for impacted tutorials. Learning outcomes: L02, L03, L05 |
|
Mid Sem break |
No student involvement (Breaks, information) |
In-semester break No lectures or tutorials this week due to mid-semester break. |
Week 10 |
Lecture |
Contemporary topics - AI, Digital, Analytics Examination of marketing considerations for emerging AI and digital environment. Exploration of innovation adoption for marketing. Review of considerations for marketing analytics. Learning outcomes: L03, L04, L05 |
Tutorial |
A2 presentation prep A2 tips and Q&A session. Simulation Q8: Final adjustments to marketing strategy for this FINAL simulation activity. Learning outcomes: L03, L05 |
|
Week 11 |
Lecture |
Ethics and macromarketing Examination of ethical issues in marketing and society. Learning outcomes: L04 |
Tutorial |
A2 prep and catch up Tutorials run as open consultation sessions for students, with no activities run this week. Students will focus on asking questions regarding A2 progress and finalising their A2 assessment submissions. |
|
Week 12 |
Lecture |
Global considerations Examination of global marketing issues and opportunities. Learning outcomes: L03, L04, L05 |
Tutorial |
Contemporary topics review Review of contemporary ethical themes. Learning outcomes: L01, L02, L03, L04, L05 |
|
Week 13 |
Lecture |
Course review Brief review of course highlights. Final exam overview and Q&A. Learning outcomes: L01, L02, L03, L04, L05 |
Tutorial |
Simulation review Final review of simulation activity, examining simulation results and reflecting on learning outcomes Completion of final assumptions (for comparison to prior). Learning outcomes: L01, L02, L03, L04, L05 |
Additional learning activity information
All students will participate in a weekly group online simulation to apply marketing experience to a simulated real life scenario. Groups will be assigned tasks for progressing EVERY week and work through a series of activity quarters in the Strategic Marketing online simulation. Attendance and participation in tutorial simulation sessions is a must for all, with the simulation incorporated into each assessment in the course. Students who do not engage with their teams during the simulation may be removed from the teams for assessment.
Sustainable Development Goal
This course integrates the following Sustainable Development Goal through lectures and tutorials.
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 for Students Policy and Procedure
Learn more about UQ policies on my.UQ and the Policy and Procedure Library.