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MKT3002 Business Strategy in a Global Environment

Semester 1, 2012 External Toowoomba
Units : 1
Faculty or Section : Faculty of Business and Law
School or Department : School of Management and Marketing

Contents on this page


Examiner: Peter Murray
Moderator: Michael Mills

Other requisites

Students are required to have access to a personal computer, e-mail capabilities and Internet access to UConnect. Current details of computer requirements can be found at //


This course provides an integrative culmination to the development of student knowledge and skills presented in the earlier courses in his/her area of major study. It is specifically designed to provide students with a systematic approach to environmental analysis, strategic choice, enacting strategy in an increasingly complex, globalised business environment. The course focuses on management decision making from a business strategy viewpoint. The use of analytical tools and processes as a means of developing and improving managerial decision making is developed in this course. The study of business strategy should be seen as the capstone of a professional business education. Assessment is by written assignment and examination. Since this is an integrative course which draws on prior subject areas, it is advisable that students complete this course in the final year of their study.


On successful completion of this course, students should be able to:

  1. identify the functions and responsibilities of general management in addressing the factors which can affect the character and success of an enterprise
  2. demonstrate an ability to think through problems impacting on the total enterprise
  3. formulate and critically evaluate company's overall missions and objectives
  4. examine and conduct internal and external environmental analysis for a business organization
  5. critically evaluate the key issues and factors to consider when formulating, choosing and enacting business strategy
  6. demonstrate both initiative (creativity, initiative and enterprise skills) and management, planning and organisation skills by initiating, formulating and implementing a strategic business plan for an organization
  7. demonstrate ethical research and enquiry skills by finding and reviewing strategic business planning related literature
  8. demonstrate academic and professional literacy skills by applying to real life companies and case situations the concepts, principles and theories covered in this course
  9. demonstrate advanced level written communication skills.


Description Weighting(%)
1. Strategy and its purpose 5.00
2. The firm's mission and vision 5.00
3. Assessment of the external environment and forecasting methods 20.00
4. Internal analysis 20.00
5. Analysing and choosing a strategy 20.00
6. Strategy implementation 30.00

Text and materials required to be purchased or accessed

ALL textbooks and materials available to be purchased can be sourced from USQ's Online Bookshop (unless otherwise stated). (

Please contact us for alternative purchase options from USQ Bookshop. (

  • Johnson, G, Scholes, K & Whittington, R 2011, Exploring corporate strategy: text and cases, 9th edn, Pearson Education, London.
    (with Companion Website Access Card.)
  • Summers, J & Smith, B 2010, Communication skills handbook, 3rd edn, John Wiley & Sons, Milton, Queensland.

Reference materials

Reference materials are materials that, if accessed by students, may improve their knowledge and understanding of the material in the course and enrich their learning experience.
  • De Wit, B & Meyer, R 2010, Strategy: process, content, context: an international perspective, 4th edn, Cengage Learning, Andover, UK.
  • Fitzroy, P & Hulbert, J 2005, Strategic management: creating value in turbulent times, John Wiley & Sons, West Sussex, London.
  • Hubbard, G & Beamish, P 2011, Strategic management, thinking, analysis, action, 4th edn, Pearson Australia, Frenchs Forest, New South Wales.
  • Johnson, G, Scholes, K & Whittington, R 2008, Exploring corporate strategy, 8th edn, Financial Times Prentice Hall, Harlow, England.
  • Porter, ME 1980, Competitive strategy: techniques for analysing industries and competitors, Free Press, New York.

Student workload requirements

Activity Hours
Assessments 45.00
Directed Study 80.00
Private Study 40.00

Assessment details

Description Marks out of Wtg (%) Due Date Notes
ASSIGNMENT 1 - REPORT 100 50 01 Apr 2012
ASSIGNMENT 2 - REPORT 100 50 06 May 2012

Important assessment information

  1. Attendance requirements:
    If you are an international student in Australia, you are advised to attend all classes at your campus. For all other students, there are no attendance requirements for this course. However, it is the students' responsibility to study all material provided to them or required to be accessed by them to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration.

  2. Requirements for students to complete each assessment item satisfactorily:
    To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks. (Depending upon the requirements in Statement 4 below, students may not have to satisfactorily complete each assessment item to receive a passing grade in this course.)

  3. Penalties for late submission of required work:
    If students submit assignments after the due date without prior approval of the examiner, then a penalty of 5% of the total marks gained by the student for the assignment may apply for each working day late up to ten working days at which time a mark of zero may be recorded.

  4. Requirements for student to be awarded a passing grade in the course:
    To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course.

  5. Method used to combine assessment results to attain final grade:
    The final grades for students will be assigned on the basis of the aggregate of the weighted marks obtained for each of the summative assessment items in the course.

  6. Examination information:
    There is no examination in this course.

  7. Examination period when Deferred/Supplementary examinations will be held:
    Not applicable.

  8. University Student Policies:
    Students should read the USQ policies: Definitions, Assessment and Student Academic Misconduct to avoid actions which might contravene University policies and practices. These policies can be found at

Assessment notes

  1. Assignments:
    (i) Assignments must be submitted electronically via methods as explained in the course materials (this may include uploading it electronically through UConnect in the drop box), by 5.00pm AEST on the due date.
    (ii) Students must retain a copy of each assignment submitted for assessment. This must be produced within 24 hours if required by the examiner.
    (iii) The examiner may grant an extension of the due date of an assignment in extenuating circumstances. Students may apply for an extension before the due date. The authority for granting extensions rests with the relevant examiner.
    (iv) The examiner will normally only accept assessments that have been typed and submitted on an MSWord file with appropriate document name.
    (v) Assignments are often checked for any form of potential academic misconduct (including plagiarism) and students must ensure that they are fully informed about the relevant rules and regulations in this regard.
    (vi) In the event that a due date for an assignment falls on a local public holiday such as a show holiday, the due date for the assignment will be the next day. Students are to note on the assignment cover the date of the public holiday for the examiner's convenience.
    (vii) ALL assignments for this course must be submitted electronically, that is, uploaded via EASE on the course Web site. Assignments should be labelled thus: SURNAME.Initial of First Name.Last three digits of Student Number. For example, SMITH.J.789.
    (viii) Assignments are to be submitted in Word or RTF only. PDF will be returned not marked.

  2. Word count on assignments:
    Students must put the 'word count' for their assignment on the front page of the assignment. The word count is the number of words in the body of the assignment report and does not include the title, executive summary, list of references or appendices. To grade an assignment a marker does not need to read more words than the word limit of the assignment.

  3. Referencing in assignments:
    Harvard (AGPS) is the referencing system required in this course. Students should use Harvard (AGPS) style in their assignments to format details of the information sources they have cited in their work. The Harvard (AGPS) style to be used is defined by the USQ Library's referencing guide at //

  4. Deferred work:
    Students who, for medical, family/personal, or employment-related reasons, are unable to complete an assignment at the scheduled time may apply to defer an assessment in a course. Such a request must be accompanied by appropriate supporting documentation. The following temporary grade may be awarded: IDM (Incomplete Deferred Make-up).

Other requirements

  1. Computer, e-mail and Internet access:
    Students are required to have access to a personal computer, e-mail capabilities and Internet access to UConnect. Current details of computer requirements can be found at //