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MKT8012 Strategic Marketing and Innovation

Semester 2, 2019 Online
Short Description: Strategic Mktg & Innovation
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: Melissa Johnson Morgan

Other requisites

Recommended pre-requisite MKT5000 but is not compulsory.

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


In today’s global marketplace competitors are reaching parity on basic functional benefits, which makes marshalling and protecting innovation more important than ever before. Succeeding in today’s marketspace requires strong strategic direction and a thorough understanding of how marketing systems and processes fit together with other elements of business to present innovative and cohesive strategy. Marketing theory forms the foundation of applied knowledge in the course but students are encouraged to consider the principles of innovation in developing every aspect of marketing strategy that facilitates the exchange of value and promotes creative, customer centric decision making.


This course takes a practical approach to analysing, planning and implementing marketing strategies. The aim is then to encourage students to focus on the creative processes involved in applying the knowledge and concepts of marketing to the development and implementation of marketing strategy which capitalises on innovation. Students will learn to think and act like a marketer by discussing key concepts and tools of marketing strategy. The principles of innovation and diffusion are used to help students develop critical thinking skills, both analytical and creative, and to understand the essence of how marketing decisions fit together to create coherent and competitive strategy.


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

  1. examine and apply the key concepts of innovation and the diffusion of innovation
  2. examine and apply the concepts of strategic marketing and provide clear justification for their decision making
  3. critically evaluate marketing strategy and recommend enhancements which reflect innovative principles and practice
  4. understand and apply research processes, including searching the internet, library catalogue and a range of business information sources, to critically analyse, evaluate and apply information to persuasively support development of an innovative strategic marketing plan
  5. produce writing that adheres to disciplinary conventions and is tailored for a set audience as evidenced by its purpose and structure.


Description Weighting(%)
1. Innovative marketing strategy 5.00
2. Understanding innovation and diffusion 10.00
3. Strategic analysis 5.00
4. Customers, segmentation and positioning 10.00
5. Creating, delivering and communicating value 45.00
6. Ethics and social responsibility in marketing 10.00
7. Creating, adapting and implementing strategy 10.00
8. Managing innovative marketing. 5.00

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. (

The textbooks and textbook chapters used in this course are available for download from the USQ Library online and details are provided on the course homepage.

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.
Details of recommended reference materials for this course can be found on the course homepage.

Student workload expectations

Activity Hours
Assessments 65.00
Directed Study 50.00
Private Study 50.00

Assessment details

Description Marks out of Wtg (%) Due Date Notes
ASSIGNMENT 1 40 40 19 Aug 2019
ASSIGNMENT 2 60 60 21 Oct 2019

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:
    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 must comply with the Harvard (AGPS) referencing system. This system should be used by students to format details of the information sources they have cited in their work. The Harvard (APGS) style to be used is defined by the USQ library’s referencing guide. This guide can be found at