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MKT2015 Creating Marketing Value

Semester 1, 2019 Online
Short Description: Creating Marketing Value
Units : 1
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Management and Enterprise
Student contribution band : Band 3
ASCED code : 080505 - Marketing
Grading basis : Graded


Examiner: Michael Gardiner


Enrolment is not permitted in MKT2015 if MKT2012 has been previously completed.


The value in marketing is often understood as the consumer’s perceived value of the product (goods and services). Their perception of the product includes more than just the objective product – the product unrelated to them. So, the product they perceive has an extra subjective component. When the consumer subjectively perceives the value of the product, it can include a higher or lower value to them. In this course, we explore ways in which the producer can create or extend the value that the consumer perceives. In doing so, we will also explore the producer’s perception of value about the goods and services that they produce.


The crux of marketing theory and practice is about the exchange of value. This course explores the concept of value creation and management. On the journey, the students develop an appreciation for the objective and subjective dimensions of value, and explore factors influencing the production and management of value and its purpose in the exchange. At the conclusion of the course students should have an understanding of products presented to the market, and the value components used by the parties involved in a successful exchange, which are elements all business professionals, accountants, engineers, psychologist and communicators must have an appreciation for the value they develop and present to the market.


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

  1. demonstrate an understanding of marketing value, its theories, concepts and practices; and apply these to real-world marketing organisations
  2. perform a comprehensive value analysis for any given product and market exchange and justify recommendations for managerial action in the contemporary business environment
  3. demonstrate information literacy by accessing and citing appropriate information to complete assessment tasks
  4. demonstrate problem-solving, planning, decision-making, and ethical consideration through the application of the case analysis.


Description Weighting(%)
1. Reflection and development of critical distance in reviewing foundation marketing theory 5.00
2. Introduction to value, products, and exchange types 10.00
3. Value, ethics and corporate social responsibility 10.00
4. Product type implications on value 10.00
5. Exchange type implications on value 10.00
6. Value creation (co-creation, co-production, and other value dimensions) 15.00
7. Product development process 10.00
8. The role of pricing in the value exchange 10.00
9. The role of channel design in the value exchange 10.00
10. Sustain value for suppliers and buyers. 10.00

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. (

There are no texts or materials required for this course.

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 expectations

Activity Hours
Assessments 85.00
Private Study 80.00

Assessment details

Description Marks out of Wtg (%) Due Date Notes
ASSIGNMENT 1 100 15 26 Mar 2019
ASSIGNMENT 2 100 40 07 May 2019
ASSIGNMENT 3 100 45 28 May 2019

Important assessment information

  1. Attendance requirements:
    Online: 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.

    On-campus: It is the students' responsibility to attend and participate appropriately in all activities (such as lectures, tutorials, laboratories and practical work) scheduled for them, and 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:
    Students should refer to the Assessment Procedure (point 4.2.4)

  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