AMB140 Marketing for the Real World
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: | AMB140 |
|---|---|
| Equivalent(s): | AMB240, AMX240 |
| Credit points: | 12 |
| Timetable | Details in HiQ, if available |
| Availabilities |
|
| CSP student contribution | $2,124 |
| Pre-2021 CSP student contribution | $1,663 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 | $3,204 |
| International unit fee | $4,512 |
Unit Outline: Semester 1 2025, Gardens Point, Internal
| Unit code: | AMB140 |
|---|---|
| Credit points: | 12 |
| Equivalent: | AMB240, AMX240 |
| Coordinator: | Amanda Beatson | a.beatson@qut.edu.au |
Overview
AMB140 Marketing for the Real World follows the introductory marketing unit in the marketing major and minor and provides a focus on the implementation and evaluation of the marketing plan at a small business level. Emphasis is placed on the responsibilities within a marketing team for planning, developing, organising, implementing, controlling, and evaluating marketing activities. The unit prepares students for other marketing units in the major.
Learning Outcomes
On successful completion of this unit you will be able to:
- Analyse the marketing environment to identify viable marketing opportunities and implement marketing solutions that create value for customers in the real world. HO (2.2)Relates to: UG Business Capabilities: HO (2.2)
- Perform market segmentation, competitor analysis, marketshare calculation, sales forecasting, marketing metrics and financial analysis of marketing data. KS (1.1), HO (2.1)
- Exercise self-reflection, responsibility and accountability in relation to learning and professional practice. TS (4.1)Relates to: UG Business Capabilities: TS (4.1)
- Evaluate and communicate opportunities and challenges inherent in planning, implementing, controlling, and evaluating marketing performance in contemporary business practice. PC (3.1, 3.2)
- Work effectively as a team to present business ideas, implement sales and promotion tactics, and communicate with stakeholders. TS (4.2)Relates to: UG Business Capabilities: TS (4.2)
Content
This unit builds foundational marketing knowledge and skills by engaging students in the development and marketing of a new product. Students apply their real-world skills in a video presentation marketing pitch with the opportunity to invent a new product. Within groups, a complete marketing plan is then developed with students analysing the environment and market for this product and developing a strategy for launching the product.
The topics covered in the lectures and tutorials provide students with the necessary information to successfully complete assessment. These topics consist of all aspects of marketing planning and implementation. The generic capabilities this unit develops are problem-solving, critical thinking, application and communication 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 and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
2.2 Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
The learning experiences in the class are organised using weekly lectures and tutorials to apply the content to the assessment.
The lectures reflect contemporary thought regarding marketing concepts, practice and theory. Examples and illustrations incorporate both Australian and international practice.
This unit has a high focus on active learning. The activities in the tutorials are closely aligned with the assessment tasks thus it is highly recommended that students attend tutorials. This is not a unit where class attendance can be minimised. There is a strong emphasis on teamwork as this reflects the real-world practice of marketing.
Feedback on Learning and Assessment
Feedback will be given at individual, group and class levels.
- 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
Students may be required to attend campus or an assessment centre for the purposes of assessment, regardless of the attendance mode for the unit.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Marketing Pitch
Students will be given a product category and are to develop and market a new product within this category. Students are to prepare and present a marketing pitch via video submission according to the guidelines given in the marketing pitch instructions. This will include analysing the marketing environment and undertaking market segmentation and developing marketing strategies to ensure product viability. Students are required to present a prototype of their product.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.2), PC (3.2)
This assignment is eligible for the 48 hour late submission period and assignment extensions.
Assessment: Marketing Plan
Students will negotiate as a team how to integrate learnings from Assessment 1 into a group marketing plan. Students are to design and prepare a full plan according to the guidelines given in the Marketing Plan instructions, based on a culmination of the research, analysis and strategies developed individually in Assignment 1. Students are required to demonstrate how they are implementing their synthesised marketing pitch strategies as a team. Peer evaluation on teamwork is a component of the marks and forms 10% of the individual component of the student's mark. Peer assessment is due one week after the submission of the group marketing plan.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1), HO (2.2), PC (3.2), TS (4.2)
This assignment is eligible for the 48 hour late submission period and assignment extensions.
Assessment: Self Reflection
Students are to analyse the performance of their team and themselves in a reflective evaluation. Students are expected to reflect on their experience throughout the semester, recommend improvements and demonstrate key learnings about the management of themselves and group work within a team context.
Formative or Summative: Summative
Business Capabilities (AoL goals): PC (3.1), TS (4.1)
This assignment is eligible for the 48 hour late submission period and assignment extensions.
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.
Requirements to Study
Requirements
No additional requirements.
Costs
No additional costs.
Resources
Resource Materials
Prescribed text(s)
Gary Armstrong, Sara Denize, Michael Volkov, Stewart Adam, Philip Kotler, Swee Hoon Ang, Anita Love, Sean Doherty, Patrick van Esch, (2020), Principles of Marketing, 8th Edition, Pearson.
All additional references are available on Canvas.
Risk Assessment Statement
This unit requires you to work with your team within the semester. Accordingly, students enrolling in this unit are expected to consistently engage with team discussions and equitably contribute to the work produced by the team. If you know that you will be absent from classes and/or be unavailable to liaise (digitally) with your team for a prolonged period of the semester (i.e. due to work commitments, travel plans, etc.), please consider taking this unit in a semester that you can more equitably commit your time to working with others for completing assessment.
Beyond the above consideration for the team-based nature of the unit, 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.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate)
HO (2.1): Critical Analysis
Relates to: ULO2, Marketing Plan
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO1, Marketing Pitch, Marketing Plan
KS (1.1): Discipline Knowledge
Relates to: ULO2, Marketing Pitch, Marketing Plan
PC (3.1): Professional Communication (Written)
Relates to: ULO4, Self Reflection
PC (3.2): Professional Communication (Oral)
Relates to: ULO4, Marketing Pitch, Marketing Plan
TS (4.1): Self-Reflection and Accountability
Relates to: ULO3, Self Reflection
TS (4.2): Teamwork Knowledge and Skills
Relates to: ULO5, Marketing Plan
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO2, Marketing Pitch, Marketing Plan - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, Marketing Pitch, Marketing Plan - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO1, Marketing Pitch, Marketing Plan - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Marketing Plan, Self Reflection - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO4, Marketing Pitch - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO3, Self Reflection - Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Relates to: ULO5, Marketing Plan
BS06 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO2, Marketing Pitch, Marketing Plan - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, Marketing Pitch, Marketing Plan - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO1, Marketing Pitch, Marketing Plan - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Marketing Plan, Self Reflection - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO4, Marketing Pitch - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO3, Self Reflection - Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Relates to: ULO5, Marketing Plan
BS08 Bachelor of Business - International
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO2, Marketing Pitch, Marketing Plan - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, Marketing Pitch, Marketing Plan - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO1, Marketing Pitch, Marketing Plan - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Marketing Plan, Self Reflection - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO4, Marketing Pitch - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO3, Self Reflection - Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Relates to: ULO5, Marketing Plan
Unit Outline: Semester 1 2025, Online
| Unit code: | AMB140 |
|---|---|
| Credit points: | 12 |
| Equivalent: | AMB240, AMX240 |
Overview
AMB140 Marketing for the Real World follows the introductory marketing unit in the marketing major and minor and provides a focus on the implementation and evaluation of the marketing plan at a small business level. Emphasis is placed on the responsibilities within a marketing team for planning, developing, organising, implementing, controlling, and evaluating marketing activities. The unit prepares students for other marketing units in the major.
Learning Outcomes
On successful completion of this unit you will be able to:
- Analyse the marketing environment to identify viable marketing opportunities and implement marketing solutions that create value for customers in the real world. HO (2.2)Relates to: UG Business Capabilities: HO (2.2)
- Perform market segmentation, competitor analysis, marketshare calculation, sales forecasting, marketing metrics and financial analysis of marketing data. KS (1.1), HO (2.1)
- Exercise self-reflection, responsibility and accountability in relation to learning and professional practice. TS (4.1)Relates to: UG Business Capabilities: TS (4.1)
- Evaluate and communicate opportunities and challenges inherent in planning, implementing, controlling, and evaluating marketing performance in contemporary business practice. PC (3.1, 3.2)
- Work effectively as a team to present business ideas, implement sales and promotion tactics, and communicate with stakeholders. TS (4.2)Relates to: UG Business Capabilities: TS (4.2)
Content
This unit builds foundational marketing knowledge and skills by engaging students in the development and marketing of a new product. Students apply their real-world skills in a video presentation marketing pitch with the opportunity to invent a new product. Within groups, a complete marketing plan is then developed with students analysing the environment and market for this product and developing a strategy for launching the product.
The topics covered in the lectures and tutorials provide students with the necessary information to successfully complete assessment. These topics consist of all aspects of marketing planning and implementation. The generic capabilities this unit develops are problem-solving, critical thinking, application and communication 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 and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
2.2 Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
The learning experiences in the class are organised using weekly lectures and tutorials to apply the content to the assessment.
The lectures reflect contemporary thought regarding marketing concepts, practice and theory. Examples and illustrations incorporate both Australian and international practice.
This unit has a high focus on active learning. The activities in the tutorials are closely aligned with the assessment tasks thus it is highly recommended that students attend tutorials. This is not a unit where class attendance can be minimised. There is a strong emphasis on teamwork as this reflects the real-world practice of marketing.
Feedback on Learning and Assessment
Feedback will be given at individual, group and class levels.
- 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
Students may be required to attend campus or an assessment centre for the purposes of assessment, regardless of the attendance mode for the unit.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Marketing Pitch
Students will be given a product category and are to develop and market a new product within this category. Students are to prepare and present a marketing pitch via video submission according to the guidelines given in the marketing pitch instructions. This will include analysing the marketing environment and undertaking market segmentation and developing marketing strategies to ensure product viability. Students are required to present a prototype of their product.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.2), PC (3.2)
This assignment is eligible for the 48 hour late submission period and assignment extensions.
Assessment: Marketing Plan
Students will negotiate as a team how to integrate learnings from Assessment 1 into a group marketing plan. Students are to design and prepare a full plan according to the guidelines given in the Marketing Plan instructions, based on a culmination of the research, analysis and strategies developed individually in Assignment 1. Students are required to demonstrate how they are implementing their synthesised marketing pitch strategies as a team. Peer evaluation on teamwork is a component of the marks and forms 10% of the individual component of the student's mark. Peer assessment is due one week after the submission of the group marketing plan.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1), HO (2.2), PC (3.2), TS (4.2)
This assignment is eligible for the 48 hour late submission period and assignment extensions.
Assessment: Self Reflection
Students are to analyse the performance of their team and themselves in a reflective evaluation. Students are expected to reflect on their experience throughout the semester, recommend improvements and demonstrate key learnings about the management of themselves and group work within a team context.
Formative or Summative: Summative
Business Capabilities (AoL goals): PC (3.1), TS (4.1)
This assignment is eligible for the 48 hour late submission period and assignment extensions.
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.
Requirements to Study
Requirements
No additional requirements.
Costs
No additional costs.
Resources
Resource Materials
Prescribed text(s)
Gary Armstrong, Sara Denize, Michael Volkov, Stewart Adam, Philip Kotler, Swee Hoon Ang, Anita Love, Sean Doherty, Patrick van Esch, (2020), Principles of Marketing, 8th Edition, Pearson.
All additional references are available on Canvas.
Risk Assessment Statement
This unit requires you to work with your team within the semester. Accordingly, students enrolling in this unit are expected to consistently engage with team discussions and equitably contribute to the work produced by the team. If you know that you will be absent from classes and/or be unavailable to liaise (digitally) with your team for a prolonged period of the semester (i.e. due to work commitments, travel plans, etc.), please consider taking this unit in a semester that you can more equitably commit your time to working with others for completing assessment.
Beyond the above consideration for the team-based nature of the unit, 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.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate)
HO (2.1): Critical Analysis
Relates to: ULO2, Marketing Plan
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO1, Marketing Pitch, Marketing Plan
KS (1.1): Discipline Knowledge
Relates to: ULO2, Marketing Pitch, Marketing Plan
PC (3.1): Professional Communication (Written)
Relates to: ULO4, Self Reflection
PC (3.2): Professional Communication (Oral)
Relates to: ULO4, Marketing Pitch, Marketing Plan
TS (4.1): Self-Reflection and Accountability
Relates to: ULO3, Self Reflection
TS (4.2): Teamwork Knowledge and Skills
Relates to: ULO5, Marketing Plan
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO2, Marketing Pitch, Marketing Plan - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, Marketing Pitch, Marketing Plan - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO1, Marketing Pitch, Marketing Plan - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Marketing Plan, Self Reflection - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO4, Marketing Pitch - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO3, Self Reflection - Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Relates to: ULO5, Marketing Plan
BS06 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO2, Marketing Pitch, Marketing Plan - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, Marketing Pitch, Marketing Plan - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO1, Marketing Pitch, Marketing Plan - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Marketing Plan, Self Reflection - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO4, Marketing Pitch - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO3, Self Reflection - Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Relates to: ULO5, Marketing Plan
BS08 Bachelor of Business - International
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO2, Marketing Pitch, Marketing Plan - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, Marketing Pitch, Marketing Plan - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO1, Marketing Pitch, Marketing Plan - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Marketing Plan, Self Reflection - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO4, Marketing Pitch - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO3, Self Reflection - Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Relates to: ULO5, Marketing Plan
Unit Outline: Semester 2 2025, Gardens Point, Internal
| Unit code: | AMB140 |
|---|---|
| Credit points: | 12 |
| Equivalent: | AMB240, AMX240 |
| Coordinator: | Amanda Beatson | a.beatson@qut.edu.au |
Overview
AMB140 Marketing for the Real World follows the introductory marketing unit in the marketing major and minor and provides a focus on the implementation and evaluation of the marketing plan at a small business level. Emphasis is placed on the responsibilities within a marketing team for planning, developing, organising, implementing, controlling, and evaluating marketing activities. The unit prepares students for other marketing units in the major.
Learning Outcomes
On successful completion of this unit you will be able to:
- Analyse the marketing environment to identify viable marketing opportunities and implement marketing solutions that create value for customers in the real world. HO (2.2)Relates to: UG Business Capabilities: HO (2.2)
- Perform market segmentation, competitor analysis, marketshare calculation, sales forecasting, marketing metrics and financial analysis of marketing data. KS (1.1), HO (2.1)
- Exercise self-reflection, responsibility and accountability in relation to learning and professional practice. TS (4.1)Relates to: UG Business Capabilities: TS (4.1)
- Evaluate and communicate opportunities and challenges inherent in planning, implementing, controlling, and evaluating marketing performance in contemporary business practice. PC (3.1, 3.2)
- Work effectively as a team to present business ideas, implement sales and promotion tactics, and communicate with stakeholders. TS (4.2)Relates to: UG Business Capabilities: TS (4.2)
Content
This unit builds foundational marketing knowledge and skills by engaging students in the development and marketing of a new product. Students apply their real-world skills in a video presentation marketing pitch with the opportunity to invent a new product. Within groups, a complete marketing plan is then developed with students analysing the environment and market for this product and developing a strategy for launching the product.
The topics covered in the lectures and tutorials provide students with the necessary information to successfully complete assessment. These topics consist of all aspects of marketing planning and implementation. The generic capabilities this unit develops are problem-solving, critical thinking, application and communication 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 and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
2.2 Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
The learning experiences in the class are organised using weekly lectures and tutorials to apply the content to the assessment.
The lectures reflect contemporary thought regarding marketing concepts, practice and theory. Examples and illustrations incorporate both Australian and international practice.
This unit has a high focus on active learning. The activities in the tutorials are closely aligned with the assessment tasks thus it is highly recommended that students attend tutorials. This is not a unit where class attendance can be minimised. There is a strong emphasis on teamwork as this reflects the real-world practice of marketing.
Feedback on Learning and Assessment
Feedback will be given at individual, group and class levels.
- 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
Students may be required to attend campus or an assessment centre for the purposes of assessment, regardless of the attendance mode for the unit.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Marketing Pitch
Students will be given a product category and are to develop and market a new product within this category. Students are to prepare and present a marketing pitch via video submission according to the guidelines given in the marketing pitch instructions. This will include analysing the marketing environment and undertaking market segmentation and developing marketing strategies to ensure product viability. Students are required to present a prototype of their product.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.2), PC (3.2)
This assignment is eligible for the 48 hour late submission period and assignment extensions.
Assessment: Marketing Plan
Students will negotiate as a team how to integrate learnings from Assessment 1 into a group marketing plan. Students are to design and prepare a full plan according to the guidelines given in the Marketing Plan instructions, based on a culmination of the research, analysis and strategies developed individually in Assignment 1. Students are required to demonstrate how they are implementing their synthesised marketing pitch strategies as a team. Peer evaluation on teamwork is a component of the marks and forms 10% of the individual component of the student's mark. Peer assessment is due one week after the submission of the group marketing plan.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1), HO (2.2), PC (3.2), TS (4.2)
This assignment is eligible for the 48 hour late submission period and assignment extensions.
Assessment: Self Reflection
Students are to analyse the performance of their team and themselves in a reflective evaluation. Students are expected to reflect on their experience throughout the semester, recommend improvements and demonstrate key learnings about the management of themselves and group work within a team context.
Formative or Summative: Summative
Business Capabilities (AoL goals): PC (3.1), TS (4.1)
This assignment is eligible for the 48 hour late submission period and assignment extensions.
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.
Requirements to Study
Requirements
No additional requirements.
Costs
No additional costs.
Resources
Resource Materials
Prescribed text(s)
Gary Armstrong, Sara Denize, Michael Volkov, Stewart Adam, Philip Kotler, Swee Hoon Ang, Anita Love, Sean Doherty, Patrick van Esch, (2020), Principles of Marketing, 8th Edition, Pearson.
All additional references are available on Canvas.
Risk Assessment Statement
This unit requires you to work with your team within the semester. Accordingly, students enrolling in this unit are expected to consistently engage with team discussions and equitably contribute to the work produced by the team. If you know that you will be absent from classes and/or be unavailable to liaise (digitally) with your team for a prolonged period of the semester (i.e. due to work commitments, travel plans, etc.), please consider taking this unit in a semester that you can more equitably commit your time to working with others for completing assessment.
Beyond the above consideration for the team-based nature of the unit, 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.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate)
HO (2.1): Critical Analysis
Relates to: ULO2, Marketing Plan
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO1, Marketing Pitch, Marketing Plan
KS (1.1): Discipline Knowledge
Relates to: ULO2, Marketing Pitch, Marketing Plan
PC (3.1): Professional Communication (Written)
Relates to: ULO4, Self Reflection
PC (3.2): Professional Communication (Oral)
Relates to: ULO4, Marketing Pitch, Marketing Plan
TS (4.1): Self-Reflection and Accountability
Relates to: ULO3, Self Reflection
TS (4.2): Teamwork Knowledge and Skills
Relates to: ULO5, Marketing Plan
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO2, Marketing Pitch, Marketing Plan - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, Marketing Pitch, Marketing Plan - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO1, Marketing Pitch, Marketing Plan - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Marketing Plan, Self Reflection - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO4, Marketing Pitch - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO3, Self Reflection - Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Relates to: ULO5, Marketing Plan
BS06 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO2, Marketing Pitch, Marketing Plan - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, Marketing Pitch, Marketing Plan - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO1, Marketing Pitch, Marketing Plan - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Marketing Plan, Self Reflection - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO4, Marketing Pitch - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO3, Self Reflection - Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Relates to: ULO5, Marketing Plan
BS08 Bachelor of Business - International
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO2, Marketing Pitch, Marketing Plan - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, Marketing Pitch, Marketing Plan - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO1, Marketing Pitch, Marketing Plan - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Marketing Plan, Self Reflection - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO4, Marketing Pitch - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO3, Self Reflection - Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Relates to: ULO5, Marketing Plan
Unit Outline: Semester 2 2025, Online
| Unit code: | AMB140 |
|---|---|
| Credit points: | 12 |
| Equivalent: | AMB240, AMX240 |
Overview
AMB140 Marketing for the Real World follows the introductory marketing unit in the marketing major and minor and provides a focus on the implementation and evaluation of the marketing plan at a small business level. Emphasis is placed on the responsibilities within a marketing team for planning, developing, organising, implementing, controlling, and evaluating marketing activities. The unit prepares students for other marketing units in the major.
Learning Outcomes
On successful completion of this unit you will be able to:
- Analyse the marketing environment to identify viable marketing opportunities and implement marketing solutions that create value for customers in the real world. HO (2.2)Relates to: UG Business Capabilities: HO (2.2)
- Perform market segmentation, competitor analysis, marketshare calculation, sales forecasting, marketing metrics and financial analysis of marketing data. KS (1.1), HO (2.1)
- Exercise self-reflection, responsibility and accountability in relation to learning and professional practice. TS (4.1)Relates to: UG Business Capabilities: TS (4.1)
- Evaluate and communicate opportunities and challenges inherent in planning, implementing, controlling, and evaluating marketing performance in contemporary business practice. PC (3.1, 3.2)
- Work effectively as a team to present business ideas, implement sales and promotion tactics, and communicate with stakeholders. TS (4.2)Relates to: UG Business Capabilities: TS (4.2)
Content
This unit builds foundational marketing knowledge and skills by engaging students in the development and marketing of a new product. Students apply their real-world skills in a video presentation marketing pitch with the opportunity to invent a new product. Within groups, a complete marketing plan is then developed with students analysing the environment and market for this product and developing a strategy for launching the product.
The topics covered in the lectures and tutorials provide students with the necessary information to successfully complete assessment. These topics consist of all aspects of marketing planning and implementation. The generic capabilities this unit develops are problem-solving, critical thinking, application and communication 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 and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
2.2 Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
The learning experiences in the class are organised using weekly lectures and tutorials to apply the content to the assessment.
The lectures reflect contemporary thought regarding marketing concepts, practice and theory. Examples and illustrations incorporate both Australian and international practice.
This unit has a high focus on active learning. The activities in the tutorials are closely aligned with the assessment tasks thus it is highly recommended that students attend tutorials. This is not a unit where class attendance can be minimised. There is a strong emphasis on teamwork as this reflects the real-world practice of marketing.
Feedback on Learning and Assessment
Feedback will be given at individual, group and class levels.
- 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
Students may be required to attend campus or an assessment centre for the purposes of assessment, regardless of the attendance mode for the unit.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Marketing Pitch
Students will be given a product category and are to develop and market a new product within this category. Students are to prepare and present a marketing pitch via video submission according to the guidelines given in the marketing pitch instructions. This will include analysing the marketing environment and undertaking market segmentation and developing marketing strategies to ensure product viability. Students are required to present a prototype of their product.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.2), PC (3.2)
This assignment is eligible for the 48 hour late submission period and assignment extensions.
Assessment: Marketing Plan
Students will negotiate as a team how to integrate learnings from Assessment 1 into a group marketing plan. Students are to design and prepare a full plan according to the guidelines given in the Marketing Plan instructions, based on a culmination of the research, analysis and strategies developed individually in Assignment 1. Students are required to demonstrate how they are implementing their synthesised marketing pitch strategies as a team. Peer evaluation on teamwork is a component of the marks and forms 10% of the individual component of the student's mark. Peer assessment is due one week after the submission of the group marketing plan.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1), HO (2.2), PC (3.2), TS (4.2)
This assignment is eligible for the 48 hour late submission period and assignment extensions.
Assessment: Self Reflection
Students are to analyse the performance of their team and themselves in a reflective evaluation. Students are expected to reflect on their experience throughout the semester, recommend improvements and demonstrate key learnings about the management of themselves and group work within a team context.
Formative or Summative: Summative
Business Capabilities (AoL goals): PC (3.1), TS (4.1)
This assignment is eligible for the 48 hour late submission period and assignment extensions.
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.
Requirements to Study
Requirements
No additional requirements.
Costs
No additional costs.
Resources
Resource Materials
Prescribed text(s)
Gary Armstrong, Sara Denize, Michael Volkov, Stewart Adam, Philip Kotler, Swee Hoon Ang, Anita Love, Sean Doherty, Patrick van Esch, (2020), Principles of Marketing, 8th Edition, Pearson.
All additional references are available on Canvas.
Risk Assessment Statement
This unit requires you to work with your team within the semester. Accordingly, students enrolling in this unit are expected to consistently engage with team discussions and equitably contribute to the work produced by the team. If you know that you will be absent from classes and/or be unavailable to liaise (digitally) with your team for a prolonged period of the semester (i.e. due to work commitments, travel plans, etc.), please consider taking this unit in a semester that you can more equitably commit your time to working with others for completing assessment.
Beyond the above consideration for the team-based nature of the unit, 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.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate)
HO (2.1): Critical Analysis
Relates to: ULO2, Marketing Plan
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO1, Marketing Pitch, Marketing Plan
KS (1.1): Discipline Knowledge
Relates to: ULO2, Marketing Pitch, Marketing Plan
PC (3.1): Professional Communication (Written)
Relates to: ULO4, Self Reflection
PC (3.2): Professional Communication (Oral)
Relates to: ULO4, Marketing Pitch, Marketing Plan
TS (4.1): Self-Reflection and Accountability
Relates to: ULO3, Self Reflection
TS (4.2): Teamwork Knowledge and Skills
Relates to: ULO5, Marketing Plan
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO2, Marketing Pitch, Marketing Plan - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, Marketing Pitch, Marketing Plan - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO1, Marketing Pitch, Marketing Plan - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Marketing Plan, Self Reflection - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO4, Marketing Pitch - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO3, Self Reflection - Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Relates to: ULO5, Marketing Plan
BS06 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO2, Marketing Pitch, Marketing Plan - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, Marketing Pitch, Marketing Plan - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO1, Marketing Pitch, Marketing Plan - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Marketing Plan, Self Reflection - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO4, Marketing Pitch - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO3, Self Reflection - Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Relates to: ULO5, Marketing Plan
BS08 Bachelor of Business - International
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO2, Marketing Pitch, Marketing Plan - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, Marketing Pitch, Marketing Plan - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO1, Marketing Pitch, Marketing Plan - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Marketing Plan, Self Reflection - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO4, Marketing Pitch - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO3, Self Reflection - Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Relates to: ULO5, Marketing Plan