GSQ002 Marketing Strategy & Management
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: | GSQ002 |
|---|---|
| Antirequisite(s): | GSN405, GSZ405, GSN408, GSZ408 |
| Credit points: | 12 |
| Timetable | Details in HiQ, if available |
| Availabilities |
|
| CSP student contribution | $2,174 |
| Pre-2021 CSP student contribution | $1,703 The pre-2021 commonwealth supported place (CSP) contribution amount only applies to students enrolled in a course prior to 2021. To learn more, visit our Understanding your fees page. |
| Domestic tuition unit fee | $4,992 |
Unit Outline: Session 2 2026, QUT Online, Online
| Unit code: | GSQ002 |
|---|---|
| Credit points: | 12 |
| Anti-requisite: | GSZ408 |
| Anti-requisite: | GSN408 |
| Anti-requisite: | GSZ405 |
| Anti-requisite: | GSN405 |
| Coordinator: | Udo Gottlieb | udo.gottlieb@qut.edu.au |
Overview
Marketing Strategy & Management sits at the intersection of two critical business disciplines that determine organisational success in today's globally competitive environment. This integrated unit recognises that marketing strategy and business strategy are inherently intertwined—effective marketing requires sound strategic management principles, while successful strategic management demands customer-centric market insight. This unit positions marketing as the primary driver of business value creation, whilst embedding this within a robust strategic management framework. Students will develop the ability to analyse both external market environments and internal organisational capabilities, formulate cohesive marketing and business strategies, and implement these strategies to create sustainable competitive advantage. This unit integrates Australian Indigenous perspectives on sustainable business practices, relational approaches to value creation, and strategic thinking.
Learning Outcomes
On successful completion of this unit you will be able to:
- Apply strategic marketing and management theories to a variety of organisational and cultural contexts inclusive of Aboriginal and Torres Strait Island perspectives. KS 1.1, HO 2.1
- Work collaboratively with others to critically evaluate marketing models and tools. HO 2.1, SL 4.2
- Identify, analyse and solve marketing problems using appropriate tools and frameworks. KS 1.1, HO 2.1, HO 2.2
- Create, communicate and defend well-justified, creative and realistic marketing recommendations in written and oral forms. HO 2.2, PC 3.1, PC 3.2
Content
This unit provides a comprehensive exploration of key strategic marketing and management principles that operate within an organisation. Topics covered include:
Marketing Strategy Foundations
- Understanding markets, customer behaviour, and competitive dynamics
- Market segmentation, targeting, and brand positioning
- Creating and delivering superior customer value
- Pricing strategies and decisions
- Integrated marketing communications and customer engagement
- Australian Indigenous approaches to value exchange and relationship marketing
Strategic Management Framework
- Strategic analysis of the external business environment
- Industry analysis and competitive positioning
- Internal analysis of organisational capabilities and resources
- Business models and value creation
- Strategy formulation and implementation
- Indigenous perspectives on sustainability and long-term strategic thinking
Integrated Strategic Approaches
- Aligning marketing strategy with business strategy
- Developing sustainable competitive advantages
- Digital transformation and emerging business models
- Strategic innovation and customer-centric value propositions
- Measuring strategic performance and marketing effectiveness
- Indigenous Australian cultural considerations in strategic decision-making.
Course Learning Outcomes (Postgraduate - Executive)
The Graduate School of Business 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 Business capabilities relevant to a contemporary global and sustainable business environment:
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated and advanced theoretical and practical knowledge (including systems thinking approaches, multidisciplinary frameworks, and knowledge of research principles and methods) that incorporate recent development in business disciplines, professional practice, and digital innovation.
1.2 Apply advanced technical and technological knowledge and skills from a range of business disciplines to critically reflect on, evaluate and contribute to developments that enhance innovative, sustainable, effective, and transformational business performance in local, national, global, and virtual business environments.
Higher Order Thinking (HO)
2.1 Provide evidence of effective analysis, interpretation, evaluation and synthesis of complex data, theories, ideas, issues, situations, and trends across multiple contexts and demonstrate knowledge of how research and inquiry can be used to interpret, contribute to and create theoretical and practical knowledge.
2.2 Provide evidence of higher order thinking including creativity, judgement, cognitive flexibility and critical reflection in designing, planning and implementing transdisciplinary digital strategies and solutions for effective performance in complex digital business environments.
Professional Communication (PC)
3.1 Demonstrate advanced use of language and argumentation in written communication, including digital communication, to frame strategic and influential responses to engage, persuade, negotiate, collaborate, lead, and transform in diverse and complex contexts (both physical and digital) and for diverse audiences.
3.2 Demonstrate advanced use of language and argumentation in oral communication, including digital communication, to frame strategic and influential responses to engage, persuade, negotiate, collaborate and lead across diverse and complex contexts (both physical and digital) and for diverse audiences.
Self and Leadership (SL)
4.1 Demonstrate adaptive personal leadership and accountability, including self-awareness, reflective practice, and foresight in adapting and applying knowledge and skills to inform and influence effective, responsible, innovative and agile practice in contemporary complex digital environments.
4.2 Lead, manage and foster the development of collaborative teams that value and leverage the diverse knowledge and skills of others to contribute to the development of adaptable, transformative, and sustainable courses of action in complex contemporary environments.
Social, Ethical and Cultural Understanding (SEC)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices of business, to contribute to responsible organisational governance and citizenship in local, national, global, and virtual business environments.
5.2 Apply knowledge and skills to demonstrate, interpret and critically reflect on, appropriate culturally, socially and ecologically inclusive and responsible decisions and actions across complex, diverse social and cultural contexts.
Learning Approaches
In this fully online unit, you will be engaged in a combination of synchronous (live) scheduled classes and asynchronous (self-paced) learning. Synchronous classes will focus on addressing key concepts and provide you with the opportunity develop and demonstrate your competence through active participation as well as through self-assessed problems and model answer feedback. Additionally, these classes provide an opportunity for collaboration with your peers, and a forum for asking questions and checking your understanding of the learning materials.
You are also expected to work independently through carefully prepared curated resources in the form of asynchronous modules. These activities in these modules may include:
- Online discussions
- Readings
- Learning activities
- Digital practices for creating professional resources.
You are responsible for your academic progression through this unit. Unit staff will provide a learning environment designed to maximise your learning experience. To realise your full potential, it is strongly recommended that you actively participate in all the learning activities offered in this unit. You should expect to spend on average 15 hours per week, attending scheduled classes, working through asynchronous modules, preparing for and completing assessment tasks as well as in independent study to consolidate your learning.
Feedback on Learning and Assessment
Students will receive comprehensive feedback throughout this unit through multiple channels and assessment approaches designed to verify authentic learning.
Formative Feedback may consist of
- Interactive digital quizzes providing immediate feedback on conceptual understanding
- Peer feedback on strategic analyses through online collaboration
- Online consultation with instructors to discuss progress and clarify understanding
Formal feedback will be received on both formative and summative assessment tasks through a Criterion Reference Assessment sheet which will also include written feedback on the assessment task. The Criterion Reference Assessment Sheet will be available in the Canvas site at the commencement of the unit. Students will receive feedback on their formative assessment task prior to their summative assessment task being submitted.
Assessment
Overview
Students completing this unit will submit two assessment items. The first task is to analyse a business case, construct a report in groups, and debate the recommendations with another group. The second task is to individually audit a marketing program or management issue within a real organisation, and to develop integrated recommendations that address both disciplines. This work-integrated-learning project will involve direct interaction with an organisation for which the student has deep knowledge. The organisation will also have the opportunity to provide feedback on the proposed recommendations.
Gen AI tools may be used ethically and responsibly. Students may use generative artificial intelligence (GenAI) tools to prepare for, generate and refine content for this assessment task. AI-generated content may be inaccurate, unreliable, or biased. It is each student's responsibility to critically evaluate any information used.Students must clearly acknowledge and appropriately reference any AI-generated content following the guidance in Cite | Write.
The Graduate School of Business endeavours to ensure the consistent and equitable application of assignment word limits. The word limit includes all text in the body of an assignment, including in-text references, abstract, tables, images, quotes, and figures. Word count excludes the reference list and appendices, but only the main body of the assignment will be marked. While a word count of up to 10% over the word limit will be accepted, for those assignments that exceed this acceptable limit, the marker will stop reading when the word count exceeds the limit (plus 10% allowance).
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Debate
This assessment requires students to work collaboratively in groups to analyse a marketing case study, identify key marketing problems, and develop strategic recommendations. The task consists of two components: a written case report and an oral presentation. This assessment is designed to develop both analytical marketing skills and professional communication capabilities.
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 assessment item requires your attendance at your scheduled tutorial/session.
The late submission period does not apply and no assignment extensions are available.
This assessment item is a Verified Identity Assessment. Requirements are provided on the Unit Canvas site.
This assessment item is based on teamwork and provides evidence of achievement of associated Unit Learning Outcomes and Course Learning Outcomes. Individual submissions/presentations will not be accepted.
Postgraduate (AoL goals): KS 1.1, HO 2.1, 2.2, PC 3.2, SL 4.2
If a group member is approved for an academic concession under QUT’s Student Academic Concessions Policy, the concession applies only to that student. The unit coordinator will determine appropriate adjustments to ensure fair assessment for all group members.
Assessment: Final Report
This assessment requires students to conduct an individual, authentic industry-based analysis of a real organisation facing a strategic marketing/management challenge. Students will select an organisation, analyse its current strategic position, identify key marketing and strategic management issues, and develop integrated recommendations that address both disciplines. This assessment is designed to develop critical analysis skills and the ability to apply theoretical frameworks to real-world business contexts.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
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.
Postgraduate (AoL goals): KS 1.1, HO 2.1, 2.2, PC 3.1
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
Resources to support your learning including contemporary industry and academic journal articles, podcasts, and videos will be provided.
Resource Materials
Recommended text(s)
Chernev, A. (2025). The marketing plan handbook (Seventh edition.). Cerebellum Press
Risk Assessment Statement
There are no out-of-the ordinary risks associated with studying this unit.
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.GQ30 Graduate Certificate in Business Administration
- Demonstrate and apply integrated discipline knowledge and skills in the critical understanding of complex real world challenges
Relates to: Debate, Final Report - Exercise critical thinking in analysing, interpreting, evaluating and synthesising theories, ideas and practices to support decision making in complex business environments
Relates to: Debate, Final Report - Demonstrate strategic planning, critical thinking and creative problem solving to generate and evaluate real word business issues
Relates to: Debate, Final Report - Exercise written communication and persuasion skills with diverse stakeholders for a variety of purposes
Relates to: Debate, Final Report - Exercise oral communication and persuasion skills with diverse stakeholders for a variety of purposes
Relates to: Debate, Final Report - Apply knowledge and skills to manage teams effectively by using approaches that value diversity and foster collaboration
Relates to: Debate, Final Report
GQ51 Master of Business Administration
- Demonstrate and apply integrated and advanced theoretical and practical knowledge (including systems thinking approaches, multidisciplinary frameworks, and knowledge of research principles and methods) that incorporate recent development in business disciplines, professional practice, and digital innovation.
Relates to: Debate, Final Report - Provide evidence of effective analysis, interpretation, evaluation and synthesis of complex data, theories, ideas, issues, situations, and trends across multiple contexts and demonstrate knowledge of how research and inquiry can be used to interpret, contribute to and create theoretical and practical knowledge.
Relates to: Debate, Final Report - Provide evidence of higher order thinking including creativity, judgement, cognitive flexibility and critical reflection in designing, planning and implementing transdisciplinary digital strategies and solutions for effective performance in complex digital business environments.
Relates to: Debate, Final Report - Demonstrate advanced use of language and argumentation in written communication, including digital communication, to frame strategic and influential responses to engage, persuade, negotiate, collaborate, lead, and transform in diverse and complex contexts (both physical and digital) and for diverse audiences.
Relates to: Debate, Final Report - Demonstrate advanced use of language and argumentation in oral communication, including digital communication, to frame strategic and influential responses to engage, persuade, negotiate, collaborate and lead across diverse and complex contexts (both physical and digital) and for diverse audiences.
Relates to: Debate, Final Report - Lead, manage and foster the development of collaborative teams that value and leverage the diverse knowledge and skills of others to contribute to the development of adaptable, transformative, and sustainable courses of action in complex contemporary environments.
Relates to: Debate, Final Report
Unit Outline: Session 4 2026, QUT Online, Online
| Unit code: | GSQ002 |
|---|---|
| Credit points: | 12 |
| Anti-requisite: | GSZ408 |
| Anti-requisite: | GSN408 |
| Anti-requisite: | GSZ405 |
| Anti-requisite: | GSN405 |
| Coordinator: | Udo Gottlieb | udo.gottlieb@qut.edu.au |
Overview
Marketing Strategy & Management sits at the intersection of two critical business disciplines that determine organisational success in today's globally competitive environment. This integrated unit recognises that marketing strategy and business strategy are inherently intertwined—effective marketing requires sound strategic management principles, while successful strategic management demands customer-centric market insight. This unit positions marketing as the primary driver of business value creation, whilst embedding this within a robust strategic management framework. Students will develop the ability to analyse both external market environments and internal organisational capabilities, formulate cohesive marketing and business strategies, and implement these strategies to create sustainable competitive advantage. This unit integrates Australian Indigenous perspectives on sustainable business practices, relational approaches to value creation, and strategic thinking.
Learning Outcomes
On successful completion of this unit you will be able to:
- Apply strategic marketing and management theories to a variety of organisational and cultural contexts inclusive of Aboriginal and Torres Strait Island perspectives. KS 1.1, HO 2.1
- Work collaboratively with others to critically evaluate marketing models and tools. HO 2.1, SL 4.2
- Identify, analyse and solve marketing problems using appropriate tools and frameworks. KS 1.1, HO 2.1, HO 2.2
- Create, communicate and defend well-justified, creative and realistic marketing recommendations in written and oral forms. HO 2.2, PC 3.1, PC 3.2
Content
This unit provides a comprehensive exploration of key strategic marketing and management principles that operate within an organisation. Topics covered include:
Marketing Strategy Foundations
- Understanding markets, customer behaviour, and competitive dynamics
- Market segmentation, targeting, and brand positioning
- Creating and delivering superior customer value
- Pricing strategies and decisions
- Integrated marketing communications and customer engagement
- Australian Indigenous approaches to value exchange and relationship marketing
Strategic Management Framework
- Strategic analysis of the external business environment
- Industry analysis and competitive positioning
- Internal analysis of organisational capabilities and resources
- Business models and value creation
- Strategy formulation and implementation
- Indigenous perspectives on sustainability and long-term strategic thinking
Integrated Strategic Approaches
- Aligning marketing strategy with business strategy
- Developing sustainable competitive advantages
- Digital transformation and emerging business models
- Strategic innovation and customer-centric value propositions
- Measuring strategic performance and marketing effectiveness
- Indigenous Australian cultural considerations in strategic decision-making.
Course Learning Outcomes (Postgraduate - Executive)
The Graduate School of Business 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 Business capabilities relevant to a contemporary global and sustainable business environment:
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated and advanced theoretical and practical knowledge (including systems thinking approaches, multidisciplinary frameworks, and knowledge of research principles and methods) that incorporate recent development in business disciplines, professional practice, and digital innovation.
1.2 Apply advanced technical and technological knowledge and skills from a range of business disciplines to critically reflect on, evaluate and contribute to developments that enhance innovative, sustainable, effective, and transformational business performance in local, national, global, and virtual business environments.
Higher Order Thinking (HO)
2.1 Provide evidence of effective analysis, interpretation, evaluation and synthesis of complex data, theories, ideas, issues, situations, and trends across multiple contexts and demonstrate knowledge of how research and inquiry can be used to interpret, contribute to and create theoretical and practical knowledge.
2.2 Provide evidence of higher order thinking including creativity, judgement, cognitive flexibility and critical reflection in designing, planning and implementing transdisciplinary digital strategies and solutions for effective performance in complex digital business environments.
Professional Communication (PC)
3.1 Demonstrate advanced use of language and argumentation in written communication, including digital communication, to frame strategic and influential responses to engage, persuade, negotiate, collaborate, lead, and transform in diverse and complex contexts (both physical and digital) and for diverse audiences.
3.2 Demonstrate advanced use of language and argumentation in oral communication, including digital communication, to frame strategic and influential responses to engage, persuade, negotiate, collaborate and lead across diverse and complex contexts (both physical and digital) and for diverse audiences.
Self and Leadership (SL)
4.1 Demonstrate adaptive personal leadership and accountability, including self-awareness, reflective practice, and foresight in adapting and applying knowledge and skills to inform and influence effective, responsible, innovative and agile practice in contemporary complex digital environments.
4.2 Lead, manage and foster the development of collaborative teams that value and leverage the diverse knowledge and skills of others to contribute to the development of adaptable, transformative, and sustainable courses of action in complex contemporary environments.
Social, Ethical and Cultural Understanding (SEC)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices of business, to contribute to responsible organisational governance and citizenship in local, national, global, and virtual business environments.
5.2 Apply knowledge and skills to demonstrate, interpret and critically reflect on, appropriate culturally, socially and ecologically inclusive and responsible decisions and actions across complex, diverse social and cultural contexts.
Learning Approaches
In this fully online unit, you will be engaged in a combination of synchronous (live) scheduled classes and asynchronous (self-paced) learning. Synchronous classes will focus on addressing key concepts and provide you with the opportunity develop and demonstrate your competence through active participation as well as through self-assessed problems and model answer feedback. Additionally, these classes provide an opportunity for collaboration with your peers, and a forum for asking questions and checking your understanding of the learning materials.
You are also expected to work independently through carefully prepared curated resources in the form of asynchronous modules. These activities in these modules may include:
- Online discussions
- Readings
- Learning activities
- Digital practices for creating professional resources.
You are responsible for your academic progression through this unit. Unit staff will provide a learning environment designed to maximise your learning experience. To realise your full potential, it is strongly recommended that you actively participate in all the learning activities offered in this unit. You should expect to spend on average 15 hours per week, attending scheduled classes, working through asynchronous modules, preparing for and completing assessment tasks as well as in independent study to consolidate your learning.
Feedback on Learning and Assessment
Students will receive comprehensive feedback throughout this unit through multiple channels and assessment approaches designed to verify authentic learning.
Formative Feedback may consist of
- Interactive digital quizzes providing immediate feedback on conceptual understanding
- Peer feedback on strategic analyses through online collaboration
- Online consultation with instructors to discuss progress and clarify understanding
Formal feedback will be received on both formative and summative assessment tasks through a Criterion Reference Assessment sheet which will also include written feedback on the assessment task. The Criterion Reference Assessment Sheet will be available in the Canvas site at the commencement of the unit. Students will receive feedback on their formative assessment task prior to their summative assessment task being submitted.
Assessment
Overview
Students completing this unit will submit two assessment items. The first task is to analyse a business case, construct a report in groups, and debate the recommendations with another group. The second task is to individually audit a marketing program or management issue within a real organisation, and to develop integrated recommendations that address both disciplines. This work-integrated-learning project will involve direct interaction with an organisation for which the student has deep knowledge. The organisation will also have the opportunity to provide feedback on the proposed recommendations.
Gen AI tools may be used ethically and responsibly. Students may use generative artificial intelligence (GenAI) tools to prepare for, generate and refine content for this assessment task. AI-generated content may be inaccurate, unreliable, or biased. It is each student's responsibility to critically evaluate any information used.Students must clearly acknowledge and appropriately reference any AI-generated content following the guidance in Cite | Write.
The Graduate School of Business endeavours to ensure the consistent and equitable application of assignment word limits. The word limit includes all text in the body of an assignment, including in-text references, abstract, tables, images, quotes, and figures. Word count excludes the reference list and appendices, but only the main body of the assignment will be marked. While a word count of up to 10% over the word limit will be accepted, for those assignments that exceed this acceptable limit, the marker will stop reading when the word count exceeds the limit (plus 10% allowance).
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Debate
This assessment requires students to work collaboratively in groups to analyse a marketing case study, identify key marketing problems, and develop strategic recommendations. The task consists of two components: a written case report and an oral presentation. This assessment is designed to develop both analytical marketing skills and professional communication capabilities.
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 assessment item requires your attendance at your scheduled tutorial/session.
The late submission period does not apply and no assignment extensions are available.
This assessment item is a Verified Identity Assessment. Requirements are provided on the Unit Canvas site.
This assessment item is based on teamwork and provides evidence of achievement of associated Unit Learning Outcomes and Course Learning Outcomes. Individual submissions/presentations will not be accepted.
Postgraduate (AoL goals): KS 1.1, HO 2.1, 2.2, PC 3.2, SL 4.2
If a group member is approved for an academic concession under QUT’s Student Academic Concessions Policy, the concession applies only to that student. The unit coordinator will determine appropriate adjustments to ensure fair assessment for all group members.
Assessment: Final Report
This assessment requires students to conduct an individual, authentic industry-based analysis of a real organisation facing a strategic marketing/management challenge. Students will select an organisation, analyse its current strategic position, identify key marketing and strategic management issues, and develop integrated recommendations that address both disciplines. This assessment is designed to develop critical analysis skills and the ability to apply theoretical frameworks to real-world business contexts.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
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.
Postgraduate (AoL goals): KS 1.1, HO 2.1, 2.2, PC 3.1
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
Resources to support your learning including contemporary industry and academic journal articles, podcasts, and videos will be provided.
Resource Materials
Recommended text(s)
Chernev, A. (2025). The marketing plan handbook (Seventh edition.). Cerebellum Press
Risk Assessment Statement
There are no out-of-the ordinary risks associated with studying this unit.
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.GQ30 Graduate Certificate in Business Administration
- Demonstrate and apply integrated discipline knowledge and skills in the critical understanding of complex real world challenges
Relates to: Debate, Final Report - Exercise critical thinking in analysing, interpreting, evaluating and synthesising theories, ideas and practices to support decision making in complex business environments
Relates to: Debate, Final Report - Demonstrate strategic planning, critical thinking and creative problem solving to generate and evaluate real word business issues
Relates to: Debate, Final Report - Exercise written communication and persuasion skills with diverse stakeholders for a variety of purposes
Relates to: Debate, Final Report - Exercise oral communication and persuasion skills with diverse stakeholders for a variety of purposes
Relates to: Debate, Final Report - Apply knowledge and skills to manage teams effectively by using approaches that value diversity and foster collaboration
Relates to: Debate, Final Report
GQ51 Master of Business Administration
- Demonstrate and apply integrated and advanced theoretical and practical knowledge (including systems thinking approaches, multidisciplinary frameworks, and knowledge of research principles and methods) that incorporate recent development in business disciplines, professional practice, and digital innovation.
Relates to: Debate, Final Report - Provide evidence of effective analysis, interpretation, evaluation and synthesis of complex data, theories, ideas, issues, situations, and trends across multiple contexts and demonstrate knowledge of how research and inquiry can be used to interpret, contribute to and create theoretical and practical knowledge.
Relates to: Debate, Final Report - Provide evidence of higher order thinking including creativity, judgement, cognitive flexibility and critical reflection in designing, planning and implementing transdisciplinary digital strategies and solutions for effective performance in complex digital business environments.
Relates to: Debate, Final Report - Demonstrate advanced use of language and argumentation in written communication, including digital communication, to frame strategic and influential responses to engage, persuade, negotiate, collaborate, lead, and transform in diverse and complex contexts (both physical and digital) and for diverse audiences.
Relates to: Debate, Final Report - Demonstrate advanced use of language and argumentation in oral communication, including digital communication, to frame strategic and influential responses to engage, persuade, negotiate, collaborate and lead across diverse and complex contexts (both physical and digital) and for diverse audiences.
Relates to: Debate, Final Report - Lead, manage and foster the development of collaborative teams that value and leverage the diverse knowledge and skills of others to contribute to the development of adaptable, transformative, and sustainable courses of action in complex contemporary environments.
Relates to: Debate, Final Report