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PDC5411 Marketing ABCs

Full Year, 2012 External Toowoomba
Units : 0.33
Faculty or Section : Faculty of Business and Law
School or Department : School of Management and Marketing

Contents on this page


Pre-requisite: For FBSC Group Students Only

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 aims to inform students of the nature of marketing as seen from a management perspective in the context of today's rapidly changing environment. Once students have mastered the basics, they will be expected to use this information in problem-solving via application in assessment items. The essential elements of marketing will be presented.


The course highlights the need for managers to view the role of marketing as a vital managerial concern. The importance of a marketing perspective will be highlighted. At the completion of the course students will have an appreciation of the essentials of marketing, and be aware of the interplay between marketing and the other managerial functions of a firm. The crucial role of marketing in contributing to the success of organisations is emphasised.


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

  1. know that marketing starts and ends with customers and consumers
  2. appreciate the responsibilities of marketers in our society
  3. appreciate the role of marketing in business
  4. critically evaluate marketing issues and the marketing literature
  5. use written communication skills to persuade a target audience
  6. use a range of sources including electronic data bases.


Description Weighting(%)
1. Overview and introduction to the marketing environment ? the 4 Ps 25.00
2. Segmenting and targeting markets 25.00
3. Marketing information and market research 25.00
4. Products and services 25.00

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. (

  • Summers, J & Smith, B 2010, Communication skills handbook, 3rd edn, John Wiley & Sons, Milton, Queensland.
  • Summers, J, Gardiner, M, Lamb, C, Hair, J & McDaniel, K 2008, Essentials of marketing, 3rd edn, Cengage Learning, Australia.

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.

Student workload requirements

Activity Hours
Directed Study 20.00
Private Study 20.00

Assessment details

Description Marks out of Wtg (%) Due Date Notes

Important assessment information

  1. Attendance requirements:
    Not applicable.

  2. Requirements for students to complete each assessment item satisfactorily:
    Not applicable.

  3. Penalties for late submission of required work:
    Not applicable.

  4. Requirements for student to be awarded a passing grade in the course:
    Not applicable.

  5. Method used to combine assessment results to attain final grade:
    Not applicable.

  6. Examination information:
    Not applicable.

  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