Course profile

Marketing Management (MKTG7806)

Study period
Sem 2 2024
Location
Brisbane City
Attendance mode
Intensive

Course overview

Study period
Semester 2, 2024 (22/07/2024 - 31/08/2024)
Study level
Postgraduate Coursework
Location
Brisbane City
Attendance mode
Intensive
Units
2
Administrative campus
St Lucia
Coordinating unit
Business School

This course synthesises current perspectives of marketing and communication theory and practice. Using contemporary approaches, the course aims to better inform management practice by critiquing traditional marketing management and communication practices. It will prepare students to think ethically and critically about the communication and marketing processes that occur in organisations between their internal and external stakeholders so as to forward overall organisational success in a global marketplace.

This course aims to provide an overview of contemporary marketing thinking and practice, in particular the role of Artificial Intelligence, Automation, and Data Science in driving marketing strategy and decision-making.ﾠThe range of topics and concepts discussed will enable students to understand and apply contemporary marketingﾠin an organisational context. Students will learn key marketing concepts such as agile marketing, brand equity, customer centricity, customer engagement, customer equity,ﾠcustomer experience, customer value,ﾠdata analytics, data privacy, integrated marketing,ﾠmarket segmentation,ﾠmarket networks, marketing automation, marketing communications, marketing metrics, omnichannel marketing,ﾠvalue cocreation, value innovationﾠandﾠvalue propositions. This course will challenge students to think ethically and critically about the processes involved in marketing within organisations, the marketplace, and organisations' internal and external stakeholders. Students will complete group and individual assessment pieces which will demonstrate their understanding of and ability to apply marketing concepts in organisations using marketing technology. Completing the course will provide students with a holistic purview of marketing processes and how they occur in contemporary organisations.

Course requirements

Recommended prerequisites

We recommend completing the following courses before enrolling in this one:

MGTS7801 and MGTS7803

Incompatible

You can't enrol in this course if you've already completed the following:

MKTG7040 or 7708 or MGTS7806

Restrictions

GCBA, GDipBA, MBA

Course contact

Course staff

Lecturer

Timetable

The timetable for this course is available on the UQ Public Timetable.

Additional timetable information

This is an intensive course delivered over six week days.

Week 1 - 13/08/2024, 15/08/2024, 16/08/2024

Week 2 - 19/08/2024, 21/08/2024, 23/08/2024

Aims and outcomes

Aims and outcomes

This course aims to provide an overview of contemporary marketing thinking and practice, in particular the role of Artificial Intelligence, Automation, and Data Science in driving marketing strategy and decision-making. The range of topics and concepts discussed will enable students to understand and apply contemporary marketing in an organisational context.

Learning outcomes

After successfully completing this course you should be able to:

LO1.

Explain the principles of marketing and their underlying philosophy.

LO2.

Identify the context of the organisation and its marketing orientation.

LO3.

Understand the inter-relationships and tradeoffs in marketing decisions.

LO4.

Apply an ethical analysis to marketing practices.

LO5.

Critically evaluate the impact of changing paradigms in marketing.

LO6.

Develop understanding of the legal and regulatory environment influencing marketing strategy.

LO7.

Strengthen digital marketing skills using marketing technology.

LO8.

Contribute effectively to team based activities and tasks.

Course overview
Assessment

Assessment

Assessment summary

Category Assessment task Weight Due date
Paper/ Report/ Annotation Critical Blog 20%

20/08/2024 2:00 pm
Presentation Campaign Dashboard
  • Team or group-based
 30%

23/08/2024 8:00 am
Paper/ Report/ Annotation Strategic Report 50%

30/08/2024 2:00 pm

Assessment details

Critical Blog

Mode
Written
Category
Paper/ Report/ Annotation
Weight
20%
Due date

20/08/2024 2:00 pm

Learning outcomes
L01, L02, L03, L04, L05, L06, L07

Task description

You will write a blog post on a contemporary topic in marketing (800 words maximum) that is targeted toward a general professional audience on LinkedIn. The writing style should be engaging and aim to resonate with a broad audience. Your blog should be well-argued and justified by established data or marketing knowledge, supported through hyperlinked sources. 

The aim is to present a succinct and engaging evidence-based discussion of your chosen topic and include some insightful takeaways that a professional audience would find valuable. There are no constraints on the topic of your blog, other than it must address a contemporary issue in marketing. You can look to the course syllabus and readings for inspiration. You are encouraged to actually post your blog article, but are not required to do so.

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.

Submission guidelines

Submit through Turnitin in Blackboard Assessments link.

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.

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.

Campaign Dashboard

  • Team or group-based
Mode
Activity/ Performance
Category
Presentation
Weight
30%
Due date

23/08/2024 8:00 am

Learning outcomes
L01, L02, L03, L04, L05, L06, L07, L08

Task description

In project teams, you will analyse a real-world marketing campaign for a selected organisation and present a marketing dashboard and campaign analysis pitched at the CEO of the organisation. Choose an organisation to which your team has access and that has a marketing campaign currently or recently in market. The organisation can operate in any sector, be well-established, a start-up, and can be based in any geographic market. Your analysis can focus upon any particular aspect of marketing in the course and the presentation should be no longer than 10 minutes with 5 minutes for Q & A from the audience. 

Your presentation should include:

1. Brief introduction to the organisation and sector in which it operates;

2. Summary of the campaign strategy;

3. Dashboard showing key metrics used to evaluate the campaign, with justification;

4. Assessment of campaign effectiveness; and 

5. Evidence-based recommendations for the next campaign. 

Teams can self-organise in any way that works for them. It is recommended that the project team works as a cross-functional team with different members fulfilling different functions (e.g., background research, analytics, design, presenting results), and that only 1-2 team members actually present the results of the analysis.

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.

Please Note: The presentation will be recorded for marking purposes.

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.

Submission guidelines

Submit Presentation slides through Turnitin in Blackboard Assessments link.

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 Report

Mode
Written
Category
Paper/ Report/ Annotation
Weight
50%
Due date

30/08/2024 2:00 pm

Learning outcomes
L01, L02, L03, L04, L05, L06, L07

Task description

You will critically analyse marketing for an organisation you work for or can access and prepare a strategic report for your CEO that makes recommendations on the implementation or amendment of two marketing initiatives that could benefit the organisation. Your report should:

1. Provide and executive summary 

2. Briefly review the organisational context and sector

3. Identify and justify selection of the two marketing initiatives

4. Expected benefits and risks of the proposed initiatives

5. Recommendation action plan based upon your analysis. 

Further details are available in the task attachment in the assessment link in the course website. 

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.

Submission guidelines

Submit through the Turnitin link in the relevant Assessment folder on Blackboard

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.

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.

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.

Aims and outcomes
Learning resources

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

READING LIST

Link to UQ library for all references except Harvard Business Review articles which require special permission. Links are provided in Section 3.

Learn (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.

Sustainable Development Goal 

This course integrates the following Sustainable Development Goals through lectures and assessment.

Goal 2: Zero hunger

Goal 3: Good health and well-being

Goal 4: Quality education

Goal 6: Clean water and sanitation

Assessment
Learning activities

Learning activities

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

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Learning period Activity type Topic
Week 1

(12 Aug - 18 Aug)
Seminar

Contemporary Marketing Thinking and Practice

Week 1 - Tuesday 13/08/2024 Overview of course and assessment; marketing paradigms and their impact on marketing practices; marketing capabilities needed to succeed in a global digital environment; and strategic approaches, terms and concepts used in marketing strategy decision-making.

Learning outcomes: L01, L02, L03, L04, L05, L06, L07, L08
Seminar

Consumer Behaviour, Brand and Customer Experience

Week 1 - Thursday 15/08/2024 Understanding and predicting consumer behaviour; the role of brands in shaping consumer behaviour, and key branding decisions; translating brand strategy into customer experiences.

Learning outcomes: L01, L02, L03, L04, L05, L07, L08
Seminar

Marcoms, Omnichannel Marketing and Martech

Week 1 - Friday 16/08/2024 Integrating content, media, technology, channels and touch points across customer lifecycles; leveraging AI, automation and marketing platforms to improve marketing effectiveness.

Learning outcomes: L03, L04, L06, L07, L08
Week 2

(19 Aug - 25 Aug)
Seminar

Value Creation, Innovation and Revenue Management

Week 2 - Monday 19/08/2024 Understanding the importance and process for value creation and innovation in marketing; strategies and tactics to maximise value for companies, customers, and collaborators.

Learning outcomes: L01, L03, L04, L05, L07, L08
Seminar

Data Privacy, Ethics and Sustainable Marketing

Week 2 - Wednesday 21/08/2024 Consumer privacy, regulatory, ethical and policy issues in marketing; the critical role that marketing plays in sustainable development and changing consumer behaviour.

Learning outcomes: L03, L04, L05, L06, L07, L08
Seminar

Marketing Leadership, Course Review and Group Presentations

Week 2 - Friday 23/08/2024 Group presentations for Assessment 2; the strategic role of marketers in transforming organisational performance; and course review.

Learning outcomes: L02, L03, L05, L07, L08
Learning resources
Policies and procedures

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:

Learn more about UQ policies on my.UQ and the Policy and Procedure Library.

Learning activities