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MKT5000 Marketing Management

Semester 3, 2013 Online Toowoomba
Units : 1
Faculty or Section : Faculty of Business and Law
School or Department : School of Management and Marketing
Version produced : 21 July 2014

Contents on this page


Examiner: Elizabeth Andrews
Moderator: Jane Summers

Other requisites

Computer, e-mail and Internet access: Students are required to have access to a personal computer, e-mail capabilities and Internet access to UConnect. All material is loaded to studydesk. It is essential that students taking MKT5000 are familiar with how to use study desk and how to access the material. You must have a working username and password. Students must also be familiar with EASE as the assignment submission system. Current details of computer requirements can be found at


Marketing is the practice of positioning and targeting your product or service to the needs and wants of the consumers. The key objective of marketing is to maximise return on investment and gain the highest market share and sales for your firm. Marketing has many topics and areas of study including social marketing, and cause-related marketing, international marketing, sustainable and green marketing, sports marketing and services marketing, branding, franchising and integrated marketing communication. Each of these areas focus specifically on the intricate practices and strategies required to achieve specific marketing goals. On completion of marketing studies, you will have gained a sound knowledge of the theoretical frameworks required to understand and contribute effectively in a marketing related role. The practical experiences, marketing cases and work integrated learning available to you will also ensure you have the required knowledge and skills to gain entry into the highly competitive marketing workforce.


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. The course will stress an empirical approach, questioning the existing theory and providing new insights into the marketing process through critical reading and research. This course will offer case study and field coverage of global and local firms. Once students have mastered the basics, they will be expected to use this information in problem-solving via a case study approach, both simulated and real-world. The essential roles of the marketing mix, marketing planning, implementation and control will be stressed, with emphasis on marketing strategy in response to rapidly changing environmental factors. This course is part of the core of the MBA program as well as serving as the co-requisite for each of the three courses which comprise the postgraduate coursework specialisation in Marketing.


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

  1. identify and solve complex real world marketing problems, incorporating relevant marketing theory and processes to provide solutions that will increase marketing performance
  2. use professional communication in a range of modes to present marketing related issues and achieve targeted outcomes
  3. demonstrate an understanding of change cycles on marketing practices in organisations in the global environment and the impact of these on organisational systems and marketing management
  4. comprehend and address complex ethical and sustainability dilemmas within a marketing context and discuss the implications on internal and external marketing environments.


Description Weighting(%)
1. Nature of modern marketing and customer value focus 10.00
2. Strategic marketing planning and implementation 9.00
3. Marketing information and environmental scanning 9.00
4. Buying behaviour 9.00
5. Industry and competition analysis 9.00
6. Segmentation and targeting 9.00
7. Strategic product positioning 9.00
8. Product and services-design and management 9.00
9. Pricing-design and management 9.00
10. Distribution-design and management 9.00
11. Promotion-design and management 9.00

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. (

  • Kotler, P & Keller, KL 2012, Marketing management, 14th global edn, Pearson Prentice Hall, Harlow, England.
  • 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.
  • Students should actively use Google scholar, the USQ library and general Internet search to access relevant reference materials.

Student workload requirements

Activity Hours
Assessments 35.00
Directed Study 80.00
Private Study 50.00

Assessment details

Description Marks out of Wtg (%) Due Date Notes
MARKETING AUDIT 40 40 20 Dec 2013
MARKETING PLAN 60 60 17 Jan 2014

Important assessment information

  1. Attendance requirements:
    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. Assignments will be not be marked after marked assignments and/or feedback have been released.

  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 extension requests:
    The application should normally be a written request to the examiner requesting the extension with appropriate supporting documentation.
    1. In the case of an application for an extension for medical reasons, the documentation should include an original or certified copy of a USQ Medical Certificate, completed by your medical practitioner and this must include a statement from that medical practitioner stating the date the medical condition began or changed; how the condition affected your ability to study; when it became apparent you could not submit the assignment by the due date.
    2. In the case of an application for an extension for family/personal reasons, your documentation must include a statement from a medical practitioner, counsellor or independent member of the community stating the date the student's personal circumstances began or changed; how the circumstances affected the student's ability to submit the assignment by the due date; when it became apparent that the student could not submit the assignment by the due date.
    3. In the case of an application for an extension for employment related reasons, the documentation must include a statement from the student's employer stating the date the student's employment began or the conditions of employment changed; how that prevented or will prevent the student from submitting the assignment by the due date.

  2. Referencing in assignments:
    ALL material must be referenced including websites, workplace materials, interviews and promotional material. 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

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