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MKT5000 Marketing Management

Semester 2, 2014 On-campus Springfield
Units : 1
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Management and Enterprise

Contents on this page


Examiner: Jane Summers
Moderator: Margee Hume

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 developing and communicating goods and services of value to meet consumer needs through the process of exchange. In order for organisations to effectively achieve this goal there are many different processes and tactics that marketers need to understand and be able to apply. Many things can be marketed including physical goods, intangible services, places, people and ideas and these foundation principles apply equally to these different contexts. This course introduces the principles and theoretical concepts relevant to an understanding of marketing that will form a foundation for more in-depth studies in marketing as well as providing the necessary knowledge and skills for managers to be effective.


This course will provide students with an understanding of the foundation principles and elements of marketing from a management perspective in the context of a global and rapidly changing environment. The course uses a model of critical reflection to allow students to explore and test marketing theory with real world examples. The assessment will require students to arrive at their own construction of marketing through application, critical review and shared discussion.


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 management effectiveness
  2. communicate professionally about marketing related issues in a range of modes to achieve targeted outcomes
  3. demonstrate the ability to source, evaluate and reference data and information relevant to solving marketing problems through applied research techniques
  4. comprehend and address complex ethical dilemmas within a marketing context and discuss the implications of these in a marketing context.


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, Upper Saddle River, New Jersey.

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.
  • Summers, J & Smith, B 2010, Communication skills handbook, 3rd edn, John Wiley & Sons, Milton, Queensland.
  • 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
ASSIGNMENT 1 100 40 08 Sep 2014
ASSIGNMENT 2 100 50 27 Oct 2014

Important assessment information

  1. Attendance requirements:
    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. Courses delivered at Springfield campus are run in block intensive mode as two 3-day workshops during the semester, and NOT as weekly lectures. Teaching blocks will include weekdays and weekend days. Check timetables for workshop dates at //

  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

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 //