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The current and official versions of the course specifications are available on the web at https://www.usq.edu.au/course/specification/current.
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MKT8012 Strategic Marketing and Innovation

Semester 2, 2022 Online
Units : 1
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Business
Grading basis : Graded
Course fee schedule : https://www.unisq.edu.au/current-students/administration/fees/fee-schedules


Examiner: Melissa Johnson Morgan


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.

Course learning outcomes

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

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.

Student workload expectations

To do well in this subject, students are expected to commit approximately 10 hours per week including class contact hours, independent study, and all assessment tasks. If you are undertaking additional activities, which may include placements and residential schools, the weekly workload hours may vary.

Assessment details

Approach Type Description Group
Weighting (%) Course learning outcomes
Assignments Written Report 1 No 50 1,2
Assignments Written Report 2 No 50 3,4,5
Date printed 10 February 2023