Course coordinator
Dr Muhammad Rashid Saeed
Course overview
- Study period
- Semester 1, 2025 (24/02/2025 - 21/06/2025)
- Study level
- Postgraduate Coursework
- Location
- St Lucia
- Attendance mode
- In Person
- Units
- 2
- Administrative campus
- St Lucia
- Coordinating unit
- Business School
Introduction to marketing management; consumer behaviour; marketing research and segmentation; product life cycle theory; product and pricing strategies; distribution and logistics; promotional strategy including advertising and personal selling; marketing organisation, planning and control; international marketing, services marketing and marketing for not-for-profit organisations.
Fundamentals of Marketing is designed to introduce central marketing concepts and the current marketing environment. Learners will explore key marketing principles and begin to understand the science of decision making involved in marketing practice. The course provides a foundational understanding of marketing theory for extended development and involves both theoretical development and practical applications. To pass the course, students will need to demonstrate acquisition of specific marketing concepts which will be reviewed each week in the course.
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
Incompatible
You can't enrol in this course if you've already completed the following:
MEBS7107 or MGTS7806 or MKTG1501 or 7040 or 7915
Course contact
Course staff
Lecturer
Dr Muhammad Rashid Saeed
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
In this course students are exposed to the principles of marketing, the marketing planning process and the central areas of marketing. As such, the course provides an introduction to marketing management, consumer behaviour, marketing research, marketing segmentation,ﾠproduct strategies, pricing strategy, distribution strategy andﾠpromotional strategyﾠas related to the marketing mix within an organisation. The course aim to develop awareness of the important concepts ofﾠethics and contemporary themes of marketing relevant in a range of business contexts.
Learning outcomes
After successfully completing this course you should be able to:
LO1.
Communicate an appreciation for the importance of marketing to business success in a range of contexts.
LO2.
Explain the central role of the customer, whether individual or organisational, in the marketing process.
LO3.
Evaluate situational influences on marketing across a range of industries and companies.
LO4.
Collect and analyse evidence to determine competitive advantage, target market and position.
LO5.
Analyse marketing evidence to evaluate and determine the effectiveness of marketing mix strategies.
Assessment
Assessment summary
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Examination, Quiz |
Marketing Quiz
|
15% |
26/03/2025 5:15 pm |
| Paper/ Report/ Annotation, Presentation | STP Analysis | 40% |
30/04/2025 4:00 pm |
| Examination |
Final Exam
|
45% |
End of Semester Exam Period 7/06/2025 - 21/06/2025 |
Assessment details
Marketing Quiz
- In-person
- Mode
- Written
- Category
- Examination, Quiz
- Weight
- 15%
- Due date
26/03/2025 5:15 pm
- Other conditions
- Time limited.
- Learning outcomes
- L01, L02, L03
Task description
This assessment is a quiz that will be conducted in the lecturer room in Week 5 at the beginning of the scheduled lecture time (NOT tutorial classes). The quiz will commence at 5:15pm sharp, and exam-like conditions will apply. This will be a paper-pencil quiz, NOT an online quiz; therefore, attendance in the classroom is mandatory.
The quiz is designed to engage students in early exploration of marketing theory. The quiz will based on the content covered in Week 1, 2, and 3 lectures, Week 2, 3 and 4 tutorials, and all readings from these weeks (Chapters 1, 2, 3, and 5). The quiz will consist of multiple-choice questions, and students will attempt it individually. Students will have 30 minutes to complete the quiz. Further instructions and details will be available in the Assessment folder. All students MUST follow the specific guidelines provided.
Students MUST complete the quiz in person during the stated time in the Week 5 lecture. Students who fail to follow the guidelines will be held responsible and will incur the consequences. Formal applications are essential for anyone not able to sit the quiz — no extensions will be provided by course staff. This must be formally managed by students.
AI Statement:
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.
Exam details
| Planning time | no planning time minutes |
|---|---|
| Duration | 30 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.
STP Analysis
- Mode
- Written
- Category
- Paper/ Report/ Annotation, Presentation
- Weight
- 40%
- Due date
30/04/2025 4:00 pm
- Learning outcomes
- L03, L04
Task description
This assessment task aims to improve learners' knowledge of segmenting, targeting and positioning (STP). Learners will perform a review of a designated product brand (an actual real-life market offering), examining the marketing theory and the market evidence to determine its current STP. In doing so, learners will need to consult relevant marketing literature, research industry information, apply marketing theory and present their findings in a written report. A comprehensive assignment guide and requirements are available on Learn.UQ and will be discussed in classes before the commencement of the assessment.
A maximum word limit has been set for this assessment (see the guidelines on Learn.UQ for details) and any words submitted above the maximum limit will not be eligible for marking.
AI Statement:
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.
Submission guidelines
The written assignment must be submitted electronically through the Online Turnitin Submission on the Learn.UQ site, based on the specific instructions provided. Those 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.
Final Exam
- Identity Verified
- In-person
- Mode
- Written
- Category
- Examination
- Weight
- 45%
- Due date
End of Semester Exam Period
7/06/2025 - 21/06/2025
- Other conditions
- Time limited.
- Learning outcomes
- L01, L03, L05
Task description
The aim of this final assessment task (an exam) is to increase learners' knowledge of the marketing mix and demonstrate their understanding as an individual. This will include the evaluation of theoretical knowledge and the ability to apply knowledge to real-life marketing situations, using multiple choice questions and short answer questions. Further details of the final exam will be discussed in tutorials and lectures.
AI Statement:
This assessment task evaluates students' abilities, skills and knowledge without the aid of generative Artificial Intelligence (AI) or Machine Translation (MT). Students are advised that the use of AI or MT technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.
Exam details
| Planning time | 10 minutes |
|---|---|
| Duration | 120 minutes |
| Calculator options | No calculators permitted |
| Open/closed book | Closed Book examination - no written materials permitted |
| Materials | Foreign language translation dictionary (i.e., a foreign language to English) 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.
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.
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 |
Course Overview and Marketing Process Overview of marketing and course expectations. Strategic marketing planning, customer value and competitive advantage. Learning outcomes: L01, L02, L03 |
Week 2 |
Lecture |
Marketing Environments The internal and external marketing environment, including situational analysis. Learning outcomes: L01, L02, L03 |
Tutorial |
Course Overview and Marketing Planning Discussions of class schedules and assessment expectations. Learning outcomes: L01, L02 |
|
Week 3 |
Lecture |
Consumer Behaviour Understanding the drivers of consumer behaviour. Assessment 1: Marketing Quiz briefing. During this week, ALL students should also watch the Library Guide - accessed via the course website. Learning outcomes: L02, L03, L04 |
Tutorial |
Marketing Environments in Action Understanding the influences of internal and external forces upon marketing. Learning outcomes: L02, L03 |
|
Week 4 |
Lecture |
Segmentation and Targeting (STP) Examining how brands gain competitive advantage through segmenting and targeting the marketplace. Learning outcomes: L01, L04, L05 |
Tutorial |
Customer Behaviour in Action Practical activities to examine and consider customer perspectives and influences on behaviour. Learning outcomes: L02, L03 |
|
Week 5 |
Lecture |
Positioning (STP) Exploring how brands position their offerings in the minds of consumers. Conduct of Assessment 1: Marketing Quiz Assessment 2: STP Analysis briefing. Learning outcomes: L04, L05 |
Tutorial |
STP in Action - Segment and Targeting Practical activities to segment, target and profile the most desirable customer. Learning outcomes: L01, L02, L04 |
|
Week 6 |
Lecture |
Product & Services Strategy Product decisions in the marketing mix. Learning outcomes: L04, L05 |
Tutorial |
STP in Action - Positioning Practical activities to understand positioning choices. Learning outcomes: L04, L05 |
|
Week 7 |
Lecture |
Pricing Strategy Contribution of pricing to the marketing mix. Assessment 3: Final Exam briefing. Learning outcomes: L04, L05 |
Tutorial |
Product Decisions in Action Interactive activities to explore product decisions in the marketing mix. Learning outcomes: L04, L05 |
|
Week 8 |
Lecture |
Place Strategy Distribution and marketing channel considerations. Learning outcomes: L04, L05 |
Tutorial |
Pricing in Action Interactive activities to explore pricing decisions in the marketing mix. Assessment 2: STP Analysis Q&A Learning outcomes: L04, L05 |
|
Mid-sem break |
No student involvement (Breaks, information) |
In-Semester Break No tutorials during In-Semester break. |
Week 9 |
Lecture |
Promotion - IMC Creating value in relationships through personal selling, sales promotion and direct and digital marketing. Learning outcomes: L04, L05 |
Tutorial |
Place in Action Interactive activities to explore place decisions in the marketing mix. Learning outcomes: L04 |
|
Week 10 |
Lecture |
Promotion - IMC Creating value in relationships through personal selling, sales promotion and direct and digital marketing. Learning outcomes: L04, L05 |
Tutorial |
IMC Promotion in Action Interactive activities to explore personal selling, sales promotion and digital/direct promotion decisions in the marketing mix. Labour Day Public Holiday - Monday 5 May 2025 - Check Blackboard for announcements about affected tutorial classes. Learning outcomes: L04, L05 |
|
Week 11 |
Lecture |
Market Research and Implementation Importance of marketing information and approaches to research, and consideration of evaluation, budgeting and implementation of marketing plans. Learning outcomes: L03, L04, L05 |
Tutorial |
IMC Promotion in Action Interactive activities to explore personal selling, sales promotion and digital/direct promotion decisions in the marketing mix. Learning outcomes: L04, L05 |
|
Week 12 |
Lecture |
Ethics and Contemporary Issues and Final Exam Overview of some of the major issues for ethical marketing and contemporary marketing managers. Discussion of the Final Exam approach. Learning outcomes: L01, L02, L03 |
Tutorial |
Marketing Research in Action A practical session developing and conducting market research and considering marketing mix in execution. Learning outcomes: L03, L04, L05 |
|
Week 13 |
Lecture |
Marketing Mix Review Review of overall marketing mix, highlighting the unified nature. Learning outcomes: L01, L02, L03, L04, L05 |
Tutorial |
Course Review and Exam Preparation Final course review with a focus on exam preparation. Learning outcomes: L01, L02, L03, L04, L05 |
Additional learning activity information
Sustainable Development Goal
This course integrates the following Sustainable Development Goal (SDG) through lectures and assessment.
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.