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MKT3007 Marketing Strategy

Semester 2, 2019 Online
Short Description: Marketing Strategy
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
Version produced : 24 July 2019


Examiner: Ranga Chimhundu


Pre-requisite: MKT1001

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


In addition to being conversant with the concepts, principles, theories and processes associated with the marketing discipline, marketing practitioners must also be able to identify and address strategic marketing decision making issues which invariably arise in all organisations. These strategy related issues require skills in marketing problem diagnosis and in identification and evaluation of potential strategic solutions. It is now widely accepted that a strategic perspective is the essential building block for successful marketing practice and this course provides students with the marketing knowledge and skills necessary for successful marketing strategy decision making.


This course builds upon and consolidates previously acquired knowledge of marketing concepts, principles, theories and processes. The course introduces the theory and practice underpinning strategic marketing planning and develops a sound understanding of strategic analysis and marketing strategy alternatives. Students will get the opportunity to conduct a marketing audit for a selected product or organisation and then build upon this by developing a marketing plan to address specific organisational marketing strategy issues/problems.


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

  1. synthesise marketing strategy knowledge, concepts, theories, principles and processes
  2. think critically, constructively and logically about marketing strategy related issues, problems and theoretical debates
  3. communicate clearly and concisely in presenting relevant marketing strategy knowledge and ideas to a range of audiences
  4. apply marketing strategy related knowledge and technical skills to resolve problems and make ethical decisions across a range of institutional, national and global contexts
  5. use initiative, creativity and judgement to plan and implement marketing strategy related professional projects.


Description Weighting(%)
1. Overview of marketing strategy and the strategic marketing planning process 8.00
2. Ethics and social responsibility in marketing decision making 8.00
3. Situation analysis: internal environment 8.00
4. Situation analysis: external environment 8.00
5. SWOT/TOWS analysis and the development of marketing goals/objectives 8.00
6. Common strategic marketing decision making tools/models 10.00
7. Product strategy 8.00
8. Pricing strategy 8.00
9. Distribution and supply chain strategy 8.00
10. Integrated marketing communication strategy 8.00
11. Writing/documenting the marketing plan 10.00
12. Implementation and control of the marketing plan. 8.00

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. (

Ferrell, OC & Hartline, MD 2014, Marketing strategy, 6th edn, South-Western/Cengage Learning, Mason, Ohio.

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.
Aaker, DA 2017, Strategic market management, 11th edn, John Wiley & Sons, Hoboken, New Jersey.
Cravens, DW & Piercy, NF 2012, Strategic marketing, 10th edn, McGraw-Hill/Irwin, Boston, Massachusetts.
Dann, S & Dann, S 2007, Competitive marketing strategy, Pearson Education Australia, Frenchs Forest, New South Wales.
Hooley, G, Piercy, NF, Nicolaud, B & Rudd, JM 2017, Marketing strategy and competitive positioning, 6th edn, Pearson, Harlow, England.
Reed, PW 2014, Strategic marketing: decision making and planning, 4th edn, Cengage Learning, South Melbourne, Victoria.

Student workload expectations

Activity Hours
Assignments 70.00
Directed Study 45.00
Examinations 2.00
Private Study 43.00

Assessment details

Description Marks out of Wtg (%) Due Date Notes
ASSIGNMENT 1 40 20 22 Aug 2019 (see note 1)
ASSIGNMENT 2 100 40 10 Oct 2019 (see note 2)
EXAMINATION 60 40 End S2 (see note 3)

  1. Marketing Situation Analysis
  2. Marketing Plan
  3. This is a closed examination. The total working time for the examination is 2 hours. The examination date will be available via UConnect when the official examination timetable has been released.

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:
    This is a closed examination. Candidates are allowed to bring only writing and drawing instruments into the examination.

  7. Examination period when Deferred/Supplementary examinations will be held:
    Any Deferred or Supplementary examinations for this course will be held during the next examination period.

  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. 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