Units

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Sample subject outline - Semester 1 2013

Note: Subject outlines often change before the semester begins. Below is a sample outline.

Rationale

Important note about enrolment in this unit:

This unit is delivered in both internal and external modes. The internal offering of this unit is only available to students admitted to the BS16 Master of Business, BS17 Master of Business (Advanced), BS18 Master of Business/Master of Business courses and the BS39 Graduate Certificate in Business. The external offering of this unit is available to any QUT postgraduate internal domestic student.

Rationale:
This unit provides a foundation of study of marketing and marketing management at post-graduate level. Strategic and tactical perspectives of marketing management are explored, within the context of contemporary marketing planning.

Aims

The aim of this unit is for students to develop a sound understanding of marketing management in contemporary organisations; and to cultivate analytical marketing management skills in both theoretical and applied dimensions.

Objectives

Course Learning Goals (Postgraduate)
The QUT Business School has established the Assurance of Learning (AOL) Goals to meet contemporary industry needs and standards. Achieving these learning outcomes will assist you to meet the desired graduate outcomes set at QUT - aligned with other internationally renowned business schools. Students will develop the following capabilities relevant to a contemporary global and sustainable business environment:

Have knowledge and skills pertinent to a particular discipline (KS)

1.1 Well-researched knowledge and critical understanding applied to issues at the forefront of a specialised discipline area
1.2 Ability to select and use effectively a range of tools and technologies to locate and/or generate information appropriate to the disciplinary context

Be critical thinkers and effective problem solvers (CTA)

2.1 Apply logical, critical and creative thinking and judgement to generate appropriate solutions to problems in the disciplinary context

Be professional communicators in an intercultural context (PC)

3.1 Ability to create and present professional documents and/or reports using high levels of analysis/synthesis/evaluation for a range of contexts and audiences
3.2 Ability to orally communicate and justify ideas and information, at a professional level, for a variety of contexts and audiences, including peers and discipline specialists

Be able to work effectively in a Team Environment (TW)

4.1 Operate effectively and with flexibility to achieve common goals in collaborative settings, using a range of skills, including leadership, negotiation, reflection, proactivity and support for team members

Have a Social and Ethical Understanding (SEU)

5.1 Apply knowledge of the ethical, social and cultural dimensions relevant to business situations, including appropriate standards or codes of practice, to provide courses of action

Unit Objectives
At the conclusion of this unit, students should be able to:

1. Critically evaluate marketing management concepts and to adapt, apply and communicate to others, these concepts;
2. Prepare a comprehensive marketing plan based on analysing the environment of the firm, its markets and its competitors; and improving the existing marketing mix; and
3. Advance their employability by building a number of marketing and marketing management skills.

The specific course learning goals and unit objectives that apply to this unit are shown in the assessment section of this unit outline.

Content

This unit will provide learning opportunities within the marketing process, including understanding the marketplace and consumers, designing customer driven marketing strategies, evaluating the implications of culture in the marketing mix and being cognizant of broader marketing issues such as ethical responsibility.

Approaches to Teaching and Learning

This unit will adopt a teaching and learning methodology building on many of the basic theories and ideas introduced in undergraduate studies. Teaching and learning strategies may include lectures, class tutorials and online discussion forums, case analyses, and seminar discussions and presentations. The learning approach may also guest lectures, practical exercises and projects.

Assessment

Students please note: Assessment in this unit is offered in internal and external modes based on your course attendance mode.Students will receive feedback in various forms throughout the semester which may include:

• Informal: worked examples, such as verbal feedback in class, personal consultation


• Formal: in writing, such as checklists (e.g. criteria sheets), written commentary


• Direct: to individual students, either in written form or in consultation


• Indirect: to the whole class

Assessment name: Mid-Semester Exam
Description: This exam may include a combination of short answer and long answer questions pertaining to material covered in lectures and tutorials in weeks 1-6. The focus of this exam is on the student's ability to apply theory to specific situations.
Length/Duration: 1 hour
Formative or Summative: Summative
Relates to objectives: Unit objectives: 1, 3 and AOL goals: KS (1.1), (1.2), CTA (2.1)
Weight: 20%
Internal or external: Both
Group or individual: Individual
Due date: Week 7

Assessment name: Marketing Plan
Description: Students will be required to submit this major assignment in week 12 of semester. One of the main focuses of this plan is to improve the marketing mix of and existing product, using theory to support your arguments.
Length: 2,000 words
Formative or Summative: Formative and Summative
Relates to objectives: Unit objectives: 1, 2, 3 and AOL goals: KS (1.2), CTA (2.1), PC (3.1)
Weight: 40%
Internal or external: Both
Group or individual: Individual
Due date: Week 12

Assessment name: Final Examination
Description: This exam may include a combination of short answer, long answer and case study questions. The focus of this exam is on the student's ability to apply theory to specific situations. All materials covered during the course are examinable.
Length/Duration: 2 hours, 10 minutes perusal
Formative or Summative: Summative
Relates to objectives: Unit objectives: 1, 3 and AOL goals: KS (1.1), (1.2), CTA (2.1), SEU (5.1)
Weight: 40%
Internal or external: Both
Group or individual: Individual
Due date: Central Exam Period

Academic Honesty

QUT is committed to maintaining high academic standards to protect the value of its qualifications. To assist you in assuring the academic integrity of your assessment you are encouraged to make use of the support materials and services available to help you consider and check your assessment items. Important information about the university's approach to academic integrity of assessment is on your unit Blackboard site.

A breach of academic integrity is regarded as Student Misconduct and can lead to the imposition of penalties.

Resource materials

Prescribed Text
Kotler, P. & Armstrong, G. (2012). Principles of Marketing 14th edn. New Jersey: Perntice Hall.

Risk assessment statement

There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.

Disclaimer - Offer of some units is subject to viability, and information in these Unit Outlines is subject to change prior to commencement of semester.

Last modified: 20-Dec-2012