Advanced Studies in Marketing (MKTG4501)

Course overview

This integrative, capstone course is concerned with the interplay of marketing strategy and organisational policy and strategy making. How marketing strategy supports the achievement of the strategic ambitions of organisations is a particular focus. Key issues are establishing effective marketing strategies and the organisational and environmental precursors to developing such strategies. Emphasis is placed on understanding the processes of strategic marketing and marketing decision making. Students are expected to show intellectual leadership by conducting a significant research project within the domain of marketing.

Marketing is inherently a multi-disciplinary field of study. On theﾠone hand it comprises developingﾠcreative strategic campaigns designed to capture the hearts and minds of consumers and encourage them to engage in targeted behaviours. On the other hand, these activities are supported by evidence-based approaches adopted from fields like psychology, economics, sociology, logistics and statistics (to name the most salient). The course Advanced Studies in Marketing aims to mirror this practical and applied interdisciplinary nature of marketing. Students will complete an advanced study in marketing which is expected to provide strategic insights using cutting edge research methodologies, as well as contribute a holistic understanding of the interplay between the inputs and outputs of a strategic marketing campaign within the broader societal context in which it operates and affects.

Course requirements

Prerequisites

You'll need to complete the following courses before enrolling in this one:

MKTG2501 + 4 units from the major

Restrictions

Capstone course to be studied in the major. Course is restricted to students enrolled in the BAdvBus(Hons) program.

Course contact

Course staff

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 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

The primary aim of the course is to achieve an advanced level of knowledge and appreciation of how the strategic ambitions of organisations can be achieved through the development of evidence-based approaches to marketing strategy and organisational policy development. A further aim is in the use of advanced methods of marketing measurement and statistical analysis that is precisely communicated as a set of tractable insights based on reliable and accurate data.

Learning outcomes

After successfully completing this course you should be able to:

Assessment

Assessment summary

Assessment details

Advanced Study in Marketing Proposal (A1)

Mode

Product/ Artefact/ Multimedia

Category

Project

Weight

30% Individual; 2,000 Words

Due date

6/09/2024 2:00 pm

Learning outcomes

L01, L02

Task description

Submission guidelines

Submission of the Assignment on Blackboard

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.

Strategic Marketing Presentation (A2)

Mode

Oral

Category

Presentation

Weight

20% Individual

Due date

8/10/2024 2:00 pm

Learning outcomes

L01, L02, L03, L04, L05

Task description

Submission guidelines

Blackboard submission

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.

Advanced Study in Marketing Report (A3)

Mode

Written

Category

Project

Weight

50% Individual

Due date

4/11/2024 5:00 pm

Learning outcomes

L01, L02, L03, L04, L05

Task description

Submission guidelines

Blackboard submission

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.

Course grading

Full criteria for each grade is available in the Assessment Procedure.

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.

Additional learning resources information

All Reading material will be made available on Learn.UQ

Learning activities

The learning activities for this course are outlined below. Learn more about the learning outcomes that apply to this course.

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.