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MKT5000 Marketing Management

Semester 2, 2019 On-campus Toowoomba
Short Description: Marketing Management
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: Rumman Hassan

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


Marketing creates value – for customers, shareholders and society as a whole. It does this by creating alignment between what customers’ value and what organisations offer. Marketing management offers an opportunity to learn skills and techniques that help enterprises better understand the value preferences and perceptions of their customers (a prerequisite to adding value to them), and ways of utilising that understanding to focus the value-co-creating and communicating activities of the firm into areas where they will be the most effective. Local and national professional requirements are met through accreditation by a professional marketing body, the Australian Marketing Institute (AMI).


In this course, students learn about 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 thinking and reflection to allow students to explore and test marketing theory with real world examples. The assessment requires students to arrive at their own construction of marketing through critical review, shared discussion and application.


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

  1. identify, evaluate and select relevant marketing tools, theory or processes and demonstrate their usage to provide marketing solutions that will increase management effectiveness
  2. communicate professionally about marketing related issues in a range of modes to achieve targeted outcomes
  3. self-lead their own contribution to the overarching goal of working in teams or as an individual, participating in problem solving and delivering a coherent piece of professional marketing communication
  4. source relevant and timely data and to evaluate and reference data and information relevant to solving marketing problems through applied research techniques.


Description Weighting(%)
1. Understanding Marketing Management 15.00
2. Connecting with Customers 15.00
3. Building Strong Brands 20.00
4. Creating Value 20.00
5. Delivering Value 10.00
6. Communicating Value 20.00

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, K.L 2016, Marketing Management, 15th edn, Pearson Education Limited, Harlow, Essex, England.
(Global edition.)

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 expectations

Activity Hours
Directed Study 80.00
Independent Study 85.00

Assessment details

Description Marks out of Wtg (%) Due Date Notes
ASSIGNMENT 1 100 40 27 Aug 2019
ASSIGNMENT 2 100 60 15 Oct 2019

Important assessment information

  1. Attendance requirements:
    It is the students' responsibility to attend and participate appropriately in all a ctivities (such as lectures and tutorials) 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

Assessment notes

  1. 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