Course coordinator
Dr Wen Mao
Course overview
- Study period
- Semester 2, 2025 (28/07/2025 - 22/11/2025)
- Study level
- Postgraduate Coursework
- Location
- St Lucia
- Attendance mode
- In Person
- Units
- 2
- Administrative campus
- St Lucia
- Coordinating unit
- Business School
Effective marketing decision making is central to the evaluation, selection, and implementation of marketing strategies. This course places emphasis on the processes of marketing management and on strategic marketing decision making in particular. Further, the course is specifically designed as the capstone course within the Marketing major of the Master of Business Program.
This course focuses on the strategic role of marketing within organisations, both as a business discipline and managerial competence. The course explores key marketing concepts and tools that reflect contemporary marketing theory and practice. It reviews different frameworks that can be used to identify, analyse and solve marketing problems that incorporate both strategic and tactical aspects of marketing management. In doing so, it provides a systematic and integrative approach to marketing analysis, planning and management.
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:
MKTG7501
Incompatible
You can't enrol in this course if you've already completed the following:
MKTG3501
Restrictions
Quota: Minimum of 15 enrolments.
Final course in field of study.
Course contact
Course staff
Lecturer
Dr Wen Mao
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
The aim of this course is to provide students with a framework for understanding and applying the latest concepts, tools and practices in strategic marketing management.
Specifically, students will:
- Understand the importance of marketing as a business discipline and managerial competence.
- Learn how marketing engages customers, staff, and stakeholders in strategic action.
- Discover new approaches to marketing that lead to transformational change.
- Engage with contemporary approaches to understanding consumers, analysing market opportunities, creating value propositions, developing brands, engaging customers, and building loyalty.
- Formulate practical ideas and initiatives that enhance your knowledge and skills in how to apply marketing principles to today’s business environment.
- Explore how you can make a significant impact on the performance of an organisation by improving marketing effectiveness.
- Utilise seminal papers, case studies, and pioneering academic and industry research to build the new marketing mindset needed in business.
Learning outcomes
After successfully completing this course you should be able to:
LO1.
Explain the key concepts and tools in strategic marketing management.
LO2.
Identify the context of an organisation and its marketing philosophy.
LO3.
Apply an ethical analysis to marketing problems and practices.
LO4.
Critically evaluate the impact of changing paradigms in marketing.
LO5.
Identify strategies, tools and metrics for improving marketing effectiveness and market performance.
LO6.
Working as a group, using Marketing strategy and frameworks to present the groups findings.
Assessment
Assessment summary
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Presentation |
Interactive presentation
|
20% |
Week 6 - Week 13
On the assigned in-class presentation day. |
| Paper/ Report/ Annotation | Case study report | 40% |
26/09/2025 3:00 pm |
| Examination |
Final Exam
|
40% |
End of Semester Exam Period 8/11/2025 - 22/11/2025 |
Assessment details
Interactive presentation
- Team or group-based
- In-person
- Mode
- Oral, Product/ Artefact/ Multimedia
- Category
- Presentation
- Weight
- 20%
- Due date
Week 6 - Week 13
On the assigned in-class presentation day.
- Other conditions
- Peer assessed.
- Learning outcomes
- L01, L02, L03, L04, L06
Task description
This is a group assessment.
In this assessment, students in a group setting will critically analyse a case study assigned to them, create a deck of presentation slides, submit the slides to the teaching team prior to their scheduled presentation time, and make an oral presentation based on the slides.
These presentations will be scheduled for weekly tutorials.
Please Note: The presentation will be recorded for marking purposes per UQ Policy.
To analyse the case content, students will use marketing strategy concepts and frameworks that will be discussed in lectures.
Peer Review: Group members are expected to contribute equally, fulfilling the tasks agreed on. If there are disagreements in relation to team members' contributions that cannot be resolved, students must bring the problem to the attention of their Course Coordinator as early as possible. Students can elect to undertake a Peer Review process, which can influence the marks of those who do not contribute to group work.
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
A copy of the presentation slides should be submitted to Blackboard on the specified date.
One student will make the submission on behalf of all team members of the group.
Deferral or extension
You may be able to apply for an extension.
The maximum extension allowed is 14 days. Extensions are given in multiples of 24 hours.
Extensions or deferrals are not available for this presentation. An extension may be available for the submitted material only.
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.
10% Late Penalty applies to submitted material only. Late submissions are not accepted for in-class presentations. Failure to present at the scheduled time will result in a mark of zero for the presentation portion of this assessment.
Case study report
- Mode
- Written
- Category
- Paper/ Report/ Annotation
- Weight
- 40%
- Due date
26/09/2025 3:00 pm
- Learning outcomes
- L01, L02, L03, L04, L05
Task description
This is an individual assessment.
In this assessment, students will critically analyse and evaluate a firm (company) and its market offering based on lecture contents.
Broadly, students will:
- Select a product or product line from a firm of their choice
- Conduct situational analysis
- Critically analyse the firm's competitive environment
- Conduct segmentation analysis
- Make practical and useful suggestions to the firm based on the analytical results.
Instructions and marking criteria (rubric) will be provided on Blackboard.
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 report is to be submitted to Blackboard on or before the due date.
Deferral or extension
You may be able to apply for an extension.
The maximum extension allowed is 14 days. Extensions are given in multiples of 24 hours.
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
- 40%
- Due date
End of Semester Exam Period
8/11/2025 - 22/11/2025
- Other conditions
- Time limited, Secure.
- Learning outcomes
- L01, L02, L03, L04, L05
Task description
This final assessment task (i.e., end-of-semester exam) aims to assess students' knowledge of strategic marketing management and demonstrate their understanding as an individual. This will include the evaluation of theoretical knowledge and the ability to apply knowledge to applied strategic contexts using short-answer and extended-answer questions. Further details of the final exam, revision suggestions, and answering tips will be discussed in tutorials and lectures.
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 | 120 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.
Additional learning resources information
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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 |
Lecture 1: Introduction and Course Overview
Learning outcomes: L01, L02, L03, L04, L06 |
Week 2 |
Lecture |
Lecture 2: Strategic Marketing and Environment
Learning outcomes: L01, L02, L03, L04, L05, L06 |
Tutorial |
Tutorial 1: Introduction and Course Overview Group discussion - reflect on lecture 1 contents & Guidelines on interactive group presentation (assessment 1; see course blackboard for details) Learning outcomes: L01, L02, L04, L06 |
|
Week 3 |
Lecture |
No lecture this week - Wednesday Public Holiday No lecturer this week (Wednesday 13 August EKKA public holiday) Tutorials as usual |
Tutorial |
Tutorial 2: Strategic Marketing and Environment
Learning outcomes: L01, L02, L04, L05, L06 |
|
Week 4 |
Lecture |
Lecture 3: Customer and Competitor Analysis
Learning outcomes: L01, L02, L03, L04, L05 |
Tutorial |
Tutorial 3: Customer and Competitor Analysis
Learning outcomes: L01, L02, L04, L05, L06 |
|
Week 5 |
Lecture |
Lecture 4: Organisation and Segmentation
Learning outcomes: L01, L04, L05 |
Tutorial |
Tutorial 4: Organisation and Segmentation
Learning outcomes: L01, L02, L04, L05, L06 |
|
Week 6 |
Lecture |
Lecture 5: Targeting and Positioning
Learning outcomes: L01, L04, L05 |
Tutorial |
Tutorial 5: Targeting and Positioning Interactive group presentation starts this week (Check Blackboard) Learning outcomes: L01, L02, L04, L05, L06 |
|
Week 7 |
Lecture |
Lecture 6: Information session for Case Study Report (Assessment 2) Submission guidelines & marking rubric for the individual case study report Learning outcomes: L01, L02, L03, L05 |
Tutorial |
Tutorial 6: Information session for Case Study Report Interactive group presentation (check blackboard) Learning outcomes: L01, L02, L03, L05, L06 |
|
Week 8 |
Lecture |
Lecture 7: Sustainable Competitive Advantage
Learning outcomes: L01, L02, L04, L05 |
Tutorial |
Tutorial 7: Sustainable Competitive Advantage Interactive group presentation (check blackboard) Learning outcomes: L01, L02, L03, L05, L06 |
|
Week 9 |
Lecture |
Lecture 8: Customer management & Sales Approaches to customer management and strategic sales organization Learning outcomes: L01, L02, L03, L05 |
Tutorial |
Tutorial 8: Customer management & Sales Interactive group presentation (check blackboard) Learning outcomes: L01, L03, L04, L05, L06 |
|
Mid Sem break |
No student involvement (Breaks, information) |
In-Semester Break No classes or tutorials this week |
Week 10 |
Lecture |
Lecture 9: Innovation
Learning outcomes: L01, L02, L03, L05 |
Tutorial |
No tutorials this week
|
|
Week 11 |
Lecture |
Lecture 10: Strategic Alliances and Networks
Learning outcomes: L01, L02, L04, L05 |
Tutorial |
Tutorial 9: Innovation Interactive group presentation (check blackboard) Learning outcomes: L01, L02, L03, L05 |
|
Week 12 |
Lecture |
Lecture 11: Corporate Social Responsibility and Ethics
Learning outcomes: L01, L03, L04, L05 |
Tutorial |
Tutorial 10: Strategic Alliances and Networks Interactive group presentation (check blackboard) Learning outcomes: L01, L02, L05, L06 |
|
Week 13 |
Lecture |
Lecture 12: Information for End-of-semester Exam
Learning outcomes: L01, L04, L05 |
Tutorial |
Tutorial 11 - Corporate Social Responsibility, Ethics & Exam revision
Learning outcomes: L01, L03, L04, L05, L06 |
Additional learning activity information
Sustainable Development Goal Integration.
This course integrates the following Sustainable Development Goals (SDGs) 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 for Students Policy and Procedure
Learn more about UQ policies on my.UQ and the Policy and Procedure Library.