AMB346 Marketing Strategy
To view more information for this unit, select Unit Outline from the list below. Please note the teaching period for which the Unit Outline is relevant.
| Unit code: | AMB346 |
|---|---|
| Prerequisite(s): | AMB140 and AMB200 and AMB201 |
| Antirequisite(s): | AMB399 |
| Credit points: | 12 |
| Timetable | Details in HiQ, if available |
| Availabilities |
|
Unit Outline: Semester 1 2027, Gardens Point, Internal
| Unit code: | AMB346 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | AMB140 and AMB200 and AMB201 |
| Anti-requisite: | AMB399 |
Overview
This capstone unit transitions you from university to industry by equipping you to make evidence-based strategic marketing decisions in modern business environments, be they in an established firm, government organisation, or entrepreneurial start-up. The job of a marketer is increasingly fast-paced and complex, with critical thinking and decision-making important tools for survival. Your strategic decisions need to be data-driven, analytical, comprehensive, actionable, timely and supported within the organisation. This unit is designed to help you solidify the knowledge, skills and abilities gathered throughout your marketing degree so you can create and implement evidence-based marketing strategy. Using authentic learning principles, you will apply your marketing strategy knowledge within a simulation, enabling you to experience real-time, hands-on strategic decision-making while applying your theoretical marketing knowledge to practical marketing situations.
Learning Outcomes
On successful completion of this unit you will be able to:
- Analyse, interpret, synthesise, and evaluate evidence to support effective marketing strategy. [HO 2.1]Relates to: UG Business Capabilities 2027: HO (2.1)
- Apply problem-solving processes to design appropriate and well-considered solutions to marketing challenges. [HO 2.2]Relates to: UG Business Capabilities 2027: HO (2.2)
- Work effectively and collaboratively as a team member within a dynamic marketing environment. [TS 4.2]Relates to: UG Business Capabilities 2027: TS (4.2)
- Demonstrate strategic alignment between marketing decision-making and sustainability challenges [SE 5.2]Relates to: UG Business Capabilities 2027: SE (5.2)
Content
There are three modules in your marketing strategy experience:
- Module 1 builds strong understanding of marketing strategy theory. Content comprises key strategic marketing theories and frameworks, synthesised with discipline and contextual knowledge.
- Module 2 focuses on applying strategic marketing knowledge while completing the Markstrat simulation to achieve organisational success.
- Module 3 supports your employability by focusing on optimising and applying your disciplinary, professional, and extracted employability skills.
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge & Technical Skills (KS)
1.1 Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
1.2 Apply technical and digital capabilities, including emerging technologies such as AI and data analytics, to solve real-world business problems and drive innovation and transformation.
Higher Order Thinking Skills (HO)
2.1 Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
2.2 Exercise independent judgment and initiative to adapt and apply knowledge and skills for strategic planning, creative problem-solving, and effective decision-making in diverse, dynamic, and technology-enabled contexts.
Professional Communication (PC)
3.1 Communicate effectively and professionally in written forms, demonstrating information literacy and the ability to craft clear, purposeful, and audience-appropriate messages using suitable media and formats across diverse business contexts.
3.2 Communicate effectively and professionally in oral forms, demonstrating information literacy and the ability to engage, inform, and influence diverse audiences using appropriate technologies and presentation formats across varied business contexts.
Teamwork & Self (TS)
4.1 Engage in reflective practice and demonstrate responsibility and accountability for your own learning, professional development, and performance in a rapidly changing world of work.
4.2 Collaborate effectively in diverse and digitally enabled team environments, applying teamwork knowledge and skills to achieve shared goals.
Social, Ethical & Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
5.2 Demonstrate and apply knowledge of socially responsible and sustainable business practices to address national and global business challenges in ways that create long-term value.
Learning Approaches
This unit comprises weekly teaching activities to complete a team-based computer simulation. Teaching activities focus on integrating key strategic marketing theories and employability skills, enabling you to produce and deliver persuasive analysis in marketing strategy as well as allowing you to work in your team to enhance your critical thinking, analysis and communication skills while undertaking the Markstrat computer simulation. Each team will run a simulated business in competition with the other teams in a dynamic environment. Marketing decisions involving new product development projects, product attributes, pricing, advertising, and resource allocation will affect each firm’s market share, sustainability rating, and financial performance. This authentic active learning approach allows you to apply problem solving processes to design appropriate and well-considered marketing solutions.
Feedback on Learning and 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
Overview
The assessment in this unit aims to support your achievement of the learning outcomes for both discipline knowledge and graduate capabilities. Please see the summary of assessments for information about assessment items in this unit. More details on assessments are provided via Canvas.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Strategic Plan
Using marketing theory and Markstrat evidence, you will develop a strategic plan outlining the intended approach your team will take within your simulation.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): HO (2.1), HO (2.2), SE (5.2)
Assessment: Simulation Performance
You will receive a score based on your performance in Markstrat at the halfway and end point of the simulation. This score will be based on your team’s stock price and sustainability performance.
The use of generative artificial intelligence (GenAI) tools is prohibited during this assessment.
This assessment item is based on your team's performance. Individual submissions/presentations will not be accepted.
This assessment item requires your attendance in your scheduled tutorial.
This assessment item is Verified Identity Assessment. Requirements are provided on the Unit Canvas site.
This assignment is not eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Summative
Business Capabilities (AoL goals): HO (2.1), HO (2.2), TS (4.2), SE (5.2)
Assessment: Strategic Evaluation
This assessment has two components: a written evaluation of your marketing strategy and performance (30%) and a peer evaluation of your team processes (10%).
- You will critically evaluate your team’s performance in the simulation using Markstrat data and marketing theory outlining how your strategy evolved and why.
- You will reflect on both your team’s and your individual contribution to the Markstrat simulation.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Summative
Business Capabilities (AoL goals): HO (2.1), TS (4.2), SE (5.2)
Academic Integrity
Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.
The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, ranging from a grade reduction to exclusion from QUT.
Resources
Weekly resources will be provided on the unit Canvas site.
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with learning and teaching activities in this unit.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate) 2027
HO (2.1): Critical Analysis
Relates to: ULO1, Strategic Plan , Simulation Performance, Strategic Evaluation
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO2, Strategic Plan , Simulation Performance
SE (5.2): Global Social Responsibility
Relates to: ULO4, Strategic Plan , Simulation Performance, Strategic Evaluation
TS (4.2): Teamwork Knowledge and Skills
Relates to: ULO3, Simulation Performance, Strategic Evaluation
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: ULO1, Strategic Plan , Simulation Performance, Strategic Evaluation - Exercise independent judgment and initiative to adapt and apply knowledge and skills for strategic planning, creative problem-solving, and effective decision-making in diverse, dynamic, and technology-enabled contexts.
Relates to: ULO2, Strategic Plan , Simulation Performance - Collaborate effectively in diverse and digitally enabled team environments, applying teamwork knowledge and skills to achieve shared goals.
Relates to: ULO3, Simulation Performance, Strategic Evaluation - Demonstrate and apply knowledge of socially responsible and sustainable business practices to address national and global business challenges in ways that create long-term value.
Relates to: ULO4, Strategic Plan , Simulation Performance, Strategic Evaluation
BS08 Bachelor of Business - International
- Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: ULO1, Strategic Plan , Simulation Performance, Strategic Evaluation - Exercise independent judgment and initiative to adapt and apply knowledge and skills for strategic planning, creative problem-solving, and effective decision-making in diverse, dynamic, and technology-enabled contexts.
Relates to: ULO2, Strategic Plan , Simulation Performance - Collaborate effectively in diverse and digitally enabled team environments, applying teamwork knowledge and skills to achieve shared goals.
Relates to: ULO3, Simulation Performance, Strategic Evaluation - Demonstrate and apply knowledge of socially responsible and sustainable business practices to address national and global business challenges in ways that create long-term value.
Relates to: ULO4, Strategic Plan , Simulation Performance, Strategic Evaluation
Unit Outline: Semester 1 2027, Online, Internal
| Unit code: | AMB346 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | AMB140 and AMB200 and AMB201 |
| Anti-requisite: | AMB399 |
Overview
This capstone unit transitions you from university to industry by equipping you to make evidence-based strategic marketing decisions in modern business environments, be they in an established firm, government organisation, or entrepreneurial start-up. The job of a marketer is increasingly fast-paced and complex, with critical thinking and decision-making important tools for survival. Your strategic decisions need to be data-driven, analytical, comprehensive, actionable, timely and supported within the organisation. This unit is designed to help you solidify the knowledge, skills and abilities gathered throughout your marketing degree so you can create and implement evidence-based marketing strategy. Using authentic learning principles, you will apply your marketing strategy knowledge within a simulation, enabling you to experience real-time, hands-on strategic decision-making while applying your theoretical marketing knowledge to practical marketing situations.
Learning Outcomes
On successful completion of this unit you will be able to:
- Analyse, interpret, synthesise, and evaluate evidence to support effective marketing strategy. [HO 2.1]Relates to: UG Business Capabilities 2027: HO (2.1)
- Apply problem-solving processes to design appropriate and well-considered solutions to marketing challenges. [HO 2.2]Relates to: UG Business Capabilities 2027: HO (2.2)
- Work effectively and collaboratively as a team member within a dynamic marketing environment. [TS 4.2]Relates to: UG Business Capabilities 2027: TS (4.2)
- Demonstrate strategic alignment between marketing decision-making and sustainability challenges [SE 5.2]Relates to: UG Business Capabilities 2027: SE (5.2)
Content
There are three modules in your marketing strategy experience:
- Module 1 builds strong understanding of marketing strategy theory. Content comprises key strategic marketing theories and frameworks, synthesised with discipline and contextual knowledge.
- Module 2 focuses on applying strategic marketing knowledge while completing the Markstrat simulation to achieve organisational success.
- Module 3 supports your employability by focusing on optimising and applying your disciplinary, professional, and extracted employability skills.
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge & Technical Skills (KS)
1.1 Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
1.2 Apply technical and digital capabilities, including emerging technologies such as AI and data analytics, to solve real-world business problems and drive innovation and transformation.
Higher Order Thinking Skills (HO)
2.1 Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
2.2 Exercise independent judgment and initiative to adapt and apply knowledge and skills for strategic planning, creative problem-solving, and effective decision-making in diverse, dynamic, and technology-enabled contexts.
Professional Communication (PC)
3.1 Communicate effectively and professionally in written forms, demonstrating information literacy and the ability to craft clear, purposeful, and audience-appropriate messages using suitable media and formats across diverse business contexts.
3.2 Communicate effectively and professionally in oral forms, demonstrating information literacy and the ability to engage, inform, and influence diverse audiences using appropriate technologies and presentation formats across varied business contexts.
Teamwork & Self (TS)
4.1 Engage in reflective practice and demonstrate responsibility and accountability for your own learning, professional development, and performance in a rapidly changing world of work.
4.2 Collaborate effectively in diverse and digitally enabled team environments, applying teamwork knowledge and skills to achieve shared goals.
Social, Ethical & Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
5.2 Demonstrate and apply knowledge of socially responsible and sustainable business practices to address national and global business challenges in ways that create long-term value.
Learning Approaches
This unit comprises weekly teaching activities to complete a team-based computer simulation. Teaching activities focus on integrating key strategic marketing theories and employability skills, enabling you to produce and deliver persuasive analysis in marketing strategy as well as allowing you to work in your team to enhance your critical thinking, analysis and communication skills while undertaking the Markstrat computer simulation. Each team will run a simulated business in competition with the other teams in a dynamic environment. Marketing decisions involving new product development projects, product attributes, pricing, advertising, and resource allocation will affect each firm’s market share, sustainability rating, and financial performance. This authentic active learning approach allows you to apply problem solving processes to design appropriate and well-considered marketing solutions.
Feedback on Learning and 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
Overview
The assessment in this unit aims to support your achievement of the learning outcomes for both discipline knowledge and graduate capabilities. Please see the summary of assessments for information about assessment items in this unit. More details on assessments are provided via Canvas.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Strategic Plan
Using marketing theory and Markstrat evidence, you will develop a strategic plan outlining the intended approach your team will take within your simulation.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): HO (2.1), HO (2.2), SE (5.2)
Assessment: Simulation Performance
You will receive a score based on your performance in Markstrat at the halfway and end point of the simulation. This score will be based on your team’s stock price and sustainability performance.
The use of generative artificial intelligence (GenAI) tools is prohibited during this assessment.
This assessment item is based on your team's performance. Individual submissions/presentations will not be accepted.
This assessment item requires your attendance in your scheduled tutorial.
This assessment item is Verified Identity Assessment. Requirements are provided on the Unit Canvas site.
This assignment is not eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Summative
Business Capabilities (AoL goals): HO (2.1), HO (2.2), TS (4.2), SE (5.2)
Assessment: Strategic Evaluation
This assessment has two components: a written evaluation of your marketing strategy and performance (30%) and a peer evaluation of your team processes (10%).
- You will critically evaluate your team’s performance in the simulation using Markstrat data and marketing theory outlining how your strategy evolved and why.
- You will reflect on both your team’s and your individual contribution to the Markstrat simulation.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Summative
Business Capabilities (AoL goals): HO (2.1), TS (4.2), SE (5.2)
Academic Integrity
Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.
The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, ranging from a grade reduction to exclusion from QUT.
Resources
Weekly resources will be provided on the unit Canvas site.
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with learning and teaching activities in this unit.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate) 2027
HO (2.1): Critical Analysis
Relates to: ULO1, Strategic Plan , Simulation Performance, Strategic Evaluation
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO2, Strategic Plan , Simulation Performance
SE (5.2): Global Social Responsibility
Relates to: ULO4, Strategic Plan , Simulation Performance, Strategic Evaluation
TS (4.2): Teamwork Knowledge and Skills
Relates to: ULO3, Simulation Performance, Strategic Evaluation
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: ULO1, Strategic Plan , Simulation Performance, Strategic Evaluation - Exercise independent judgment and initiative to adapt and apply knowledge and skills for strategic planning, creative problem-solving, and effective decision-making in diverse, dynamic, and technology-enabled contexts.
Relates to: ULO2, Strategic Plan , Simulation Performance - Collaborate effectively in diverse and digitally enabled team environments, applying teamwork knowledge and skills to achieve shared goals.
Relates to: ULO3, Simulation Performance, Strategic Evaluation - Demonstrate and apply knowledge of socially responsible and sustainable business practices to address national and global business challenges in ways that create long-term value.
Relates to: ULO4, Strategic Plan , Simulation Performance, Strategic Evaluation
BS08 Bachelor of Business - International
- Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: ULO1, Strategic Plan , Simulation Performance, Strategic Evaluation - Exercise independent judgment and initiative to adapt and apply knowledge and skills for strategic planning, creative problem-solving, and effective decision-making in diverse, dynamic, and technology-enabled contexts.
Relates to: ULO2, Strategic Plan , Simulation Performance - Collaborate effectively in diverse and digitally enabled team environments, applying teamwork knowledge and skills to achieve shared goals.
Relates to: ULO3, Simulation Performance, Strategic Evaluation - Demonstrate and apply knowledge of socially responsible and sustainable business practices to address national and global business challenges in ways that create long-term value.
Relates to: ULO4, Strategic Plan , Simulation Performance, Strategic Evaluation
Unit Outline: Semester 2 2027, Online, Internal
| Unit code: | AMB346 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | AMB140 and AMB200 and AMB201 |
| Anti-requisite: | AMB399 |
Overview
This capstone unit transitions you from university to industry by equipping you to make evidence-based strategic marketing decisions in modern business environments, be they in an established firm, government organisation, or entrepreneurial start-up. The job of a marketer is increasingly fast-paced and complex, with critical thinking and decision-making important tools for survival. Your strategic decisions need to be data-driven, analytical, comprehensive, actionable, timely and supported within the organisation. This unit is designed to help you solidify the knowledge, skills and abilities gathered throughout your marketing degree so you can create and implement evidence-based marketing strategy. Using authentic learning principles, you will apply your marketing strategy knowledge within a simulation, enabling you to experience real-time, hands-on strategic decision-making while applying your theoretical marketing knowledge to practical marketing situations.
Learning Outcomes
On successful completion of this unit you will be able to:
- Analyse, interpret, synthesise, and evaluate evidence to support effective marketing strategy. [HO 2.1]Relates to: UG Business Capabilities 2027: HO (2.1)
- Apply problem-solving processes to design appropriate and well-considered solutions to marketing challenges. [HO 2.2]Relates to: UG Business Capabilities 2027: HO (2.2)
- Work effectively and collaboratively as a team member within a dynamic marketing environment. [TS 4.2]Relates to: UG Business Capabilities 2027: TS (4.2)
- Demonstrate strategic alignment between marketing decision-making and sustainability challenges [SE 5.2]Relates to: UG Business Capabilities 2027: SE (5.2)
Content
There are three modules in your marketing strategy experience:
- Module 1 builds strong understanding of marketing strategy theory. Content comprises key strategic marketing theories and frameworks, synthesised with discipline and contextual knowledge.
- Module 2 focuses on applying strategic marketing knowledge while completing the Markstrat simulation to achieve organisational success.
- Module 3 supports your employability by focusing on optimising and applying your disciplinary, professional, and extracted employability skills.
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge & Technical Skills (KS)
1.1 Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
1.2 Apply technical and digital capabilities, including emerging technologies such as AI and data analytics, to solve real-world business problems and drive innovation and transformation.
Higher Order Thinking Skills (HO)
2.1 Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
2.2 Exercise independent judgment and initiative to adapt and apply knowledge and skills for strategic planning, creative problem-solving, and effective decision-making in diverse, dynamic, and technology-enabled contexts.
Professional Communication (PC)
3.1 Communicate effectively and professionally in written forms, demonstrating information literacy and the ability to craft clear, purposeful, and audience-appropriate messages using suitable media and formats across diverse business contexts.
3.2 Communicate effectively and professionally in oral forms, demonstrating information literacy and the ability to engage, inform, and influence diverse audiences using appropriate technologies and presentation formats across varied business contexts.
Teamwork & Self (TS)
4.1 Engage in reflective practice and demonstrate responsibility and accountability for your own learning, professional development, and performance in a rapidly changing world of work.
4.2 Collaborate effectively in diverse and digitally enabled team environments, applying teamwork knowledge and skills to achieve shared goals.
Social, Ethical & Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
5.2 Demonstrate and apply knowledge of socially responsible and sustainable business practices to address national and global business challenges in ways that create long-term value.
Learning Approaches
This unit comprises weekly teaching activities to complete a team-based computer simulation. Teaching activities focus on integrating key strategic marketing theories and employability skills, enabling you to produce and deliver persuasive analysis in marketing strategy as well as allowing you to work in your team to enhance your critical thinking, analysis and communication skills while undertaking the Markstrat computer simulation. Each team will run a simulated business in competition with the other teams in a dynamic environment. Marketing decisions involving new product development projects, product attributes, pricing, advertising, and resource allocation will affect each firm’s market share, sustainability rating, and financial performance. This authentic active learning approach allows you to apply problem solving processes to design appropriate and well-considered marketing solutions.
Feedback on Learning and 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
Overview
The assessment in this unit aims to support your achievement of the learning outcomes for both discipline knowledge and graduate capabilities. Please see the summary of assessments for information about assessment items in this unit. More details on assessments are provided via Canvas.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Strategic Plan
Using marketing theory and Markstrat evidence, you will develop a strategic plan outlining the intended approach your team will take within your simulation.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): HO (2.1), HO (2.2), SE (5.2)
Assessment: Simulation Performance
You will receive a score based on your performance in Markstrat at the halfway and end point of the simulation. This score will be based on your team’s stock price and sustainability performance.
The use of generative artificial intelligence (GenAI) tools is prohibited during this assessment.
This assessment item is based on your team's performance. Individual submissions/presentations will not be accepted.
This assessment item requires your attendance in your scheduled tutorial.
This assessment item is Verified Identity Assessment. Requirements are provided on the Unit Canvas site.
This assignment is not eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Summative
Business Capabilities (AoL goals): HO (2.1), HO (2.2), TS (4.2), SE (5.2)
Assessment: Strategic Evaluation
This assessment has two components: a written evaluation of your marketing strategy and performance (30%) and a peer evaluation of your team processes (10%).
- You will critically evaluate your team’s performance in the simulation using Markstrat data and marketing theory outlining how your strategy evolved and why.
- You will reflect on both your team’s and your individual contribution to the Markstrat simulation.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Summative
Business Capabilities (AoL goals): HO (2.1), TS (4.2), SE (5.2)
Academic Integrity
Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.
The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, ranging from a grade reduction to exclusion from QUT.
Resources
Weekly resources will be provided on the unit Canvas site.
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with learning and teaching activities in this unit.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate) 2027
HO (2.1): Critical Analysis
Relates to: ULO1, Strategic Plan , Simulation Performance, Strategic Evaluation
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO2, Strategic Plan , Simulation Performance
SE (5.2): Global Social Responsibility
Relates to: ULO4, Strategic Plan , Simulation Performance, Strategic Evaluation
TS (4.2): Teamwork Knowledge and Skills
Relates to: ULO3, Simulation Performance, Strategic Evaluation
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: ULO1, Strategic Plan , Simulation Performance, Strategic Evaluation - Exercise independent judgment and initiative to adapt and apply knowledge and skills for strategic planning, creative problem-solving, and effective decision-making in diverse, dynamic, and technology-enabled contexts.
Relates to: ULO2, Strategic Plan , Simulation Performance - Collaborate effectively in diverse and digitally enabled team environments, applying teamwork knowledge and skills to achieve shared goals.
Relates to: ULO3, Simulation Performance, Strategic Evaluation - Demonstrate and apply knowledge of socially responsible and sustainable business practices to address national and global business challenges in ways that create long-term value.
Relates to: ULO4, Strategic Plan , Simulation Performance, Strategic Evaluation
BS08 Bachelor of Business - International
- Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: ULO1, Strategic Plan , Simulation Performance, Strategic Evaluation - Exercise independent judgment and initiative to adapt and apply knowledge and skills for strategic planning, creative problem-solving, and effective decision-making in diverse, dynamic, and technology-enabled contexts.
Relates to: ULO2, Strategic Plan , Simulation Performance - Collaborate effectively in diverse and digitally enabled team environments, applying teamwork knowledge and skills to achieve shared goals.
Relates to: ULO3, Simulation Performance, Strategic Evaluation - Demonstrate and apply knowledge of socially responsible and sustainable business practices to address national and global business challenges in ways that create long-term value.
Relates to: ULO4, Strategic Plan , Simulation Performance, Strategic Evaluation
Unit Outline: Semester 2 2027, Gardens Point, Internal
| Unit code: | AMB346 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | AMB140 and AMB200 and AMB201 |
| Anti-requisite: | AMB399 |
Overview
This capstone unit transitions you from university to industry by equipping you to make evidence-based strategic marketing decisions in modern business environments, be they in an established firm, government organisation, or entrepreneurial start-up. The job of a marketer is increasingly fast-paced and complex, with critical thinking and decision-making important tools for survival. Your strategic decisions need to be data-driven, analytical, comprehensive, actionable, timely and supported within the organisation. This unit is designed to help you solidify the knowledge, skills and abilities gathered throughout your marketing degree so you can create and implement evidence-based marketing strategy. Using authentic learning principles, you will apply your marketing strategy knowledge within a simulation, enabling you to experience real-time, hands-on strategic decision-making while applying your theoretical marketing knowledge to practical marketing situations.
Learning Outcomes
On successful completion of this unit you will be able to:
- Analyse, interpret, synthesise, and evaluate evidence to support effective marketing strategy. [HO 2.1]Relates to: UG Business Capabilities 2027: HO (2.1)
- Apply problem-solving processes to design appropriate and well-considered solutions to marketing challenges. [HO 2.2]Relates to: UG Business Capabilities 2027: HO (2.2)
- Work effectively and collaboratively as a team member within a dynamic marketing environment. [TS 4.2]Relates to: UG Business Capabilities 2027: TS (4.2)
- Demonstrate strategic alignment between marketing decision-making and sustainability challenges [SE 5.2]Relates to: UG Business Capabilities 2027: SE (5.2)
Content
There are three modules in your marketing strategy experience:
- Module 1 builds strong understanding of marketing strategy theory. Content comprises key strategic marketing theories and frameworks, synthesised with discipline and contextual knowledge.
- Module 2 focuses on applying strategic marketing knowledge while completing the Markstrat simulation to achieve organisational success.
- Module 3 supports your employability by focusing on optimising and applying your disciplinary, professional, and extracted employability skills.
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge & Technical Skills (KS)
1.1 Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
1.2 Apply technical and digital capabilities, including emerging technologies such as AI and data analytics, to solve real-world business problems and drive innovation and transformation.
Higher Order Thinking Skills (HO)
2.1 Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
2.2 Exercise independent judgment and initiative to adapt and apply knowledge and skills for strategic planning, creative problem-solving, and effective decision-making in diverse, dynamic, and technology-enabled contexts.
Professional Communication (PC)
3.1 Communicate effectively and professionally in written forms, demonstrating information literacy and the ability to craft clear, purposeful, and audience-appropriate messages using suitable media and formats across diverse business contexts.
3.2 Communicate effectively and professionally in oral forms, demonstrating information literacy and the ability to engage, inform, and influence diverse audiences using appropriate technologies and presentation formats across varied business contexts.
Teamwork & Self (TS)
4.1 Engage in reflective practice and demonstrate responsibility and accountability for your own learning, professional development, and performance in a rapidly changing world of work.
4.2 Collaborate effectively in diverse and digitally enabled team environments, applying teamwork knowledge and skills to achieve shared goals.
Social, Ethical & Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
5.2 Demonstrate and apply knowledge of socially responsible and sustainable business practices to address national and global business challenges in ways that create long-term value.
Learning Approaches
This unit comprises weekly teaching activities to complete a team-based computer simulation. Teaching activities focus on integrating key strategic marketing theories and employability skills, enabling you to produce and deliver persuasive analysis in marketing strategy as well as allowing you to work in your team to enhance your critical thinking, analysis and communication skills while undertaking the Markstrat computer simulation. Each team will run a simulated business in competition with the other teams in a dynamic environment. Marketing decisions involving new product development projects, product attributes, pricing, advertising, and resource allocation will affect each firm’s market share, sustainability rating, and financial performance. This authentic active learning approach allows you to apply problem solving processes to design appropriate and well-considered marketing solutions.
Feedback on Learning and 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
Overview
The assessment in this unit aims to support your achievement of the learning outcomes for both discipline knowledge and graduate capabilities. Please see the summary of assessments for information about assessment items in this unit. More details on assessments are provided via Canvas.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Strategic Plan
Using marketing theory and Markstrat evidence, you will develop a strategic plan outlining the intended approach your team will take within your simulation.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): HO (2.1), HO (2.2), SE (5.2)
Assessment: Simulation Performance
You will receive a score based on your performance in Markstrat at the halfway and end point of the simulation. This score will be based on your team’s stock price and sustainability performance.
The use of generative artificial intelligence (GenAI) tools is prohibited during this assessment.
This assessment item is based on your team's performance. Individual submissions/presentations will not be accepted.
This assessment item requires your attendance in your scheduled tutorial.
This assessment item is Verified Identity Assessment. Requirements are provided on the Unit Canvas site.
This assignment is not eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Summative
Business Capabilities (AoL goals): HO (2.1), HO (2.2), TS (4.2), SE (5.2)
Assessment: Strategic Evaluation
This assessment has two components: a written evaluation of your marketing strategy and performance (30%) and a peer evaluation of your team processes (10%).
- You will critically evaluate your team’s performance in the simulation using Markstrat data and marketing theory outlining how your strategy evolved and why.
- You will reflect on both your team’s and your individual contribution to the Markstrat simulation.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Summative
Business Capabilities (AoL goals): HO (2.1), TS (4.2), SE (5.2)
Academic Integrity
Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.
The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, ranging from a grade reduction to exclusion from QUT.
Resources
Weekly resources will be provided on the unit Canvas site.
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with learning and teaching activities in this unit.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate) 2027
HO (2.1): Critical Analysis
Relates to: ULO1, Strategic Plan , Simulation Performance, Strategic Evaluation
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO2, Strategic Plan , Simulation Performance
SE (5.2): Global Social Responsibility
Relates to: ULO4, Strategic Plan , Simulation Performance, Strategic Evaluation
TS (4.2): Teamwork Knowledge and Skills
Relates to: ULO3, Simulation Performance, Strategic Evaluation
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: ULO1, Strategic Plan , Simulation Performance, Strategic Evaluation - Exercise independent judgment and initiative to adapt and apply knowledge and skills for strategic planning, creative problem-solving, and effective decision-making in diverse, dynamic, and technology-enabled contexts.
Relates to: ULO2, Strategic Plan , Simulation Performance - Collaborate effectively in diverse and digitally enabled team environments, applying teamwork knowledge and skills to achieve shared goals.
Relates to: ULO3, Simulation Performance, Strategic Evaluation - Demonstrate and apply knowledge of socially responsible and sustainable business practices to address national and global business challenges in ways that create long-term value.
Relates to: ULO4, Strategic Plan , Simulation Performance, Strategic Evaluation
BS08 Bachelor of Business - International
- Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: ULO1, Strategic Plan , Simulation Performance, Strategic Evaluation - Exercise independent judgment and initiative to adapt and apply knowledge and skills for strategic planning, creative problem-solving, and effective decision-making in diverse, dynamic, and technology-enabled contexts.
Relates to: ULO2, Strategic Plan , Simulation Performance - Collaborate effectively in diverse and digitally enabled team environments, applying teamwork knowledge and skills to achieve shared goals.
Relates to: ULO3, Simulation Performance, Strategic Evaluation - Demonstrate and apply knowledge of socially responsible and sustainable business practices to address national and global business challenges in ways that create long-term value.
Relates to: ULO4, Strategic Plan , Simulation Performance, Strategic Evaluation