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 external offering of this unit is only available to domestic 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.

This unit provides an advanced study of strategic marketing at post-graduate level. Both strategic and tactical perspectives of strategic marketing management are explored, within the context of contemporary strategic marketing planning.

Aims

Strategic marketing is a key core component of business decision making. However, marketing decisions and strategy are not established in isolation of corporate and managerial perspectives and policies for an organisation.

Consequently the objective of this unit is to give students an opportunity to explore strategic marketing within the context of business strategy and policy.

The primary means of achieving this objective is the use of a hands-on business case studies program, which will give you the opportunity to learn about the practical implications of strategic marketing management decisions.

The aim of this subject is to broaden students' understanding of the role of strategic marketing in the firm's planning, operation and development and inherently by extension, marketing's role and relationship with industry and economic development.

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
On completion of this unit you will be able to:
1. Analyse the environment pertinent to the firm, its markets, and its competitors.
2. Critically evaluate strategic marketing theory and practices and to apply strategic marketing to contemporary organisations.
3. Learn what strategic marketing practices and attitudes to strategic marketing mean for Australian business and industry.

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 is designed to give a path to marketing decision making. This unit is designed to give real-world, global perspectives on marketing strategy. It incorporates web-savvy cases and developments in the new-economy.

The unit will outline where strategy perspectives serve as a foundation on which to assemble a broader set of materials, such as case studies and supplementary reading. Also covered in the unit will be areas such as international trade, the rise of the importance of the internet and the growing importance of measurement of marketing performance.

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 include lectures, class tutorials and online discussion forums, literature research and case analyses, and seminar research and presentation. The learning approach may also include hands-on computer use including simulations, visits to organisations, guest lectures, practical exercises and projects.

Assessment

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: Case Study
Description: Students will prepare a case study which is handed out in Week 1.
Length/Duration: 1,000 words
Formative or Summative: Formative and Summative
Relates to objectives: Unit objectives: 1, 2, 3 and AOL goals: KS (1.1), (1.2), CTA (2.1), PC (3.1)
Weight: 20%
Internal or external: Internal
Group or individual: Individual
Due date: Week 7

Assessment name: Major Project
Description: A major project will be given out in class. The major project will be completed individually and will cover an industry case study and look to solve a strategic marketing problem.
Length/Duration: 1,500 words
Formative or Summative: Formative and Summative
Relates to objectives: Unit objectives: 1, 2 and AOL goals: KS (1.1), (1.2), CTA (2.1), PC (3.1) , SEU (5.1)
Weight: 30%
Internal or external: Internal
Group or individual: Individual
Due date: Week 12

Assessment name: Final Examination
Description: The final examination will consist of short answer questions.
Length/Duration: 2 hours & 10 minutes perusal.
Formative or Summative: Summative
Relates to objectives: Unit objectives: 1, 2, 3 and AOL goals: KS (1.1), (1.2), CTA (2.1)
Weight: 50%
Internal or external: Internal
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
Walker, O. C., Gountas, J. I., Mavondo, F. T. & Mullins, J. W. (2012) Marketing Strategy: A Decision-Focused Approach. McGraw Hil.

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: 19-Dec-2012