Course coordinator
Dr Anthony Davidson
Course overview
- Study period
- Summer Semester, 2024 (25/11/2024 - 08/02/2025)
- Study level
- Postgraduate Coursework
- Location
- Brisbane City
- Attendance mode
- In Person
- 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.
Students will learn key marketing concepts such as agile marketing, brand equity, customer centricity, customer engagement, customer equity, customer experience, customer value, data analytics, data privacy, integrated marketing, market segmentation, market networks, marketing automation, marketing communications, marketing metrics, omnichannel marketing, value cocreation, value innovation and value 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
Dr Anthony Davidson
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 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 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.
Assessment
Assessment summary
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Paper/ Report/ Annotation |
Critical Blog
|
20% |
19/12/2024 2:00 pm |
| Presentation |
Campaign Dashboard
|
30% |
20/12/2024 8:00 am
During Class |
| Paper/ Report/ Annotation |
Strategic Report
|
50% |
6/01/2025 2:00 pm |
Assessment details
Critical Blog
- Online
- Mode
- Written
- Category
- Paper/ Report/ Annotation
- Weight
- 20%
- Due date
19/12/2024 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.
Due to the intense nature of the course extension requests are limited to 7 days.
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
- In-person
- Mode
- Oral
- Category
- Presentation
- Weight
- 30%
- Due date
20/12/2024 8:00 am
During Class
- Other conditions
- Peer assessed.
- 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:
- Brief introduction to the organisation and sector in which it operates
- Summary of the campaign strategy
- Dashboard showing key metrics used to evaluate the campaign, with justification
- Assessment of campaign effectiveness
- 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 per UQ Policy.
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 cannot defer or apply for an extension for this assessment.
Extensions or deferrals are not available for this presentation due to the intensive nature of the course.
Late submission
Late submissions are not accepted for in-class presentations. Failure to present at the scheduled time will result in a mark of zero.
Strategic Report
- Online
- Mode
- Written
- Category
- Paper/ Report/ Annotation
- Weight
- 50%
- Due date
6/01/2025 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:
- Provide and executive summary
- Briefly review the organisational context and sector
- Identify and justify selection of the two marketing initiatives
- Expected benefits and risks of the proposed initiatives
- 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.
Due to the intense nature of the course extension requests are limited to 7 days.
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.
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 |
General contact hours |
Day 1 - Wednesday 11/12 - Contemporary Marketing Thinking and Practice 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 |
General contact hours |
Day 2 - Friday 13/12/2024 - Consumer Behaviour, Brand and Customer Experience 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 |
|
Week 2 |
General contact hours |
Day 3 - Monday 16/12/2024 - Marcoms, Omnichannel Marketing and Martech Integrating content, media, technology, channels and touch points across customer lifecycles; leveraging AI, automation and marketing platforms to improve marketing effectiveness. Learning outcomes: L01, L03, L04, L06, L07, L08 |
General contact hours |
Day 4 - Wednesday 18/12/2024 - Value Creation, Innovation and Revenue Management 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 |
|
General contact hours |
Day 5 - Friday 20/12/2024 - Data Privacy, Ethics and Sustainable Marketing Consumer privacy, regulatory, ethical and policy issues in marketing; the critical role that marketing plays in sustainable development and changing consumer behaviour. Learning outcomes: L01, L03, L04, L05, L06, L07, L08 |
Additional learning activity information
Sustainable Development Goal
This course integrates the following Sustainable Development Goals 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.