AMN445 Marketing 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: | AMN445 |
|---|---|
| Antirequisite(s): | AMN442, AMX442, MIN425 |
| Equivalent(s): | AMX445 |
| Credit points: | 12 |
| Timetable | Details in HiQ, if available |
| Availabilities |
|
Unit Outline: Semester 1 2027, Gardens Point, Internal
| Unit code: | AMN445 |
|---|---|
| Credit points: | 12 |
| Equivalent: | AMX445 |
| Anti-requisite: | MIN425, AMN442, AMX442 |
| Coordinator: | Gary Mortimer | gary.mortimer@qut.edu.au |
Overview
This unit will provide you with an introduction to the fundamental concepts, principles and activities of customer-driven marketing at post-graduate level. Principal topics you will explore include value-based marketing, strategic marketing planning, consumer behaviour, segmenting and targeting markets, and marketing mix decisions. The overall objective of this unit is to provide you with a working knowledge of the marketing function, its strategic importance for value creation, its relationship to other internal and external functions, its role in business plans, and its execution.
Learning Outcomes
On successful completion of this unit you will be able to:
- Demonstrate an advanced understanding of key marketing concepts, theories, and value-creation processes, and explain how these apply to contemporary business contexts. [KS 1.1]Relates to: PG Business Capabilities: KS (1.1)
- Apply marketing theory and evidence-based reasoning to develop, analyse, and justify marketing strategies and plans. [HO 2.1, 2.2]
- Employ advanced technical and analytical skills, including digital and data-driven approaches, to inform and support marketing-related decisions. [KS 1.2]Relates to: PG Business Capabilities: KS (1.2)
- Communicate marketing analyses, insights, and recommendations clearly and professionally to relevant audiences. [PC 3.1]Relates to: PG Business Capabilities: PC (3.1)
Content
This unit is designed to provide you with a foundation of fundamental concepts, theories, and frameworks of marketing and how to manage an organisation's marketing effort. You will develop the capacity to effectively create marketing strategies and tactics, understanding how the marketing process is used for creating, communicating, delivering, and sustaining exchanges of value with target markets and other key stakeholders.
Throughout the unit, you will (1) develop your understanding of marketing's strategic importance for the entire organisation, (2) analyse the organisation's environment pertinent to the organisation, its markets, and its competitors, (3) critically evaluate strategic marketing theory and practices and apply these to contemporary organisations, and (4) develop the technical and analytical skills necessary to make sound marketing-related decisions.
QUT Business Capabilities (Postgraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge & Technical Skills (KS)
1.1 Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
1.2 Apply technical, technological and technical research skills to organise and interpret discipline knowledge, including theory and practice, to investigate business issues.
Higher Order Thinking Skills (HO)
2.1 Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
2.2 Exercise creativity and intellectual independence and make informed decisions and judgements in planning, designing, and executing strategic and research-based responses to address real world issues and problems.
Professional Communication (PC)
3.1 Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
3.2 Use information literacy skills and communicate effectively and professionally in oral forms appropriate for diverse purposes, contexts and audiences.
Teamwork & Self (TS)
4.1 Exercise self-reflection and accountability in applying knowledge and skills for own learning and effective practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across a range of complex activities and contexts.
Social, Ethical & Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices of business in critically analysing and effectively responding to complex business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues and critically reflect on the responsibilities and impacts of organisations in national and international business contexts.
Learning Approaches
This unit builds on foundational theories introduced at undergraduate level through active engagement with theoretical content, collaborative discussions, literature research, case analysis, and seminar-based research and presentations. You will develop practical skills through applied projects that connect marketing theory to real-world practice.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Overview
This unit has two assessment items aligned with the unit's learning outlines. Please see the unit Canvas site for more information.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Case Study
Students will be provided with a case study of an existing business. Students will be required to undertake research and critically analyse emerging micro/macro-environmental factors impacting the business’ current strategy, tactics, and their market performance.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2), PC (3.1)
Assessment: Marketing Plan Report
In this assignment, you will construct a comprehensive Marketing Plan for a business of your choice. Building upon knowledge and feedback from Assessment 1, you will undertake independent research and apply evidence-based decision-making to determine appropriate strategic segmentation and targeting approaches, and supporting tactics, to clearly articulate the business' value propositions.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), 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 are provided on the unit Canvas site.
Resource Materials
Prescribed text(s)
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with learning and teaching activities in this unit.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Postgraduate)
HO (2.1): Critical Analysis
Relates to: ULO2, Case Study, Marketing Plan Report
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO2, Case Study, Marketing Plan Report
KS (1.1): Discipline and Professional Practice Knowledge
Relates to: ULO1, Case Study, Marketing Plan Report
KS (1.2): Technical, Technological and Research Skills
Relates to: ULO3, Case Study, Marketing Plan Report
PC (3.1): Professional Communication (Written)
Relates to: ULO4, Case Study, Marketing Plan Report
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS11 Master of Business
- Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
Relates to: ULO1, Case Study, Marketing Plan Report - Apply technical, technological and technical research skills to organise and interpret discipline knowledge, including theory and practice, to investigate business issues.
Relates to: ULO3, Case Study, Marketing Plan Report - Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
Relates to: ULO2, Case Study, Marketing Plan Report - Exercise creativity and intellectual independence and make informed decisions and judgements in planning, designing, and executing strategic and research-based responses to address real world issues and problems.
Relates to: ULO2, Case Study, Marketing Plan Report - Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
Relates to: ULO4, Case Study, Marketing Plan Report
BS12 Master of Business
- Demonstrate and apply advanced, integrated discipline and professional practice knowledge, including relevant research principles and methods, to address complex and evolving business challenges.
Relates to: ULO1, Case Study, Marketing Plan Report - Leverage digital technologies, data-driven tools, technical and research skills to organise, interpret and extend discipline and professional practice knowledge in digitally enhanced business environments.
Relates to: ULO3, Case Study, Marketing Plan Report - Critically investigate complex, real-world business problems by analysing, evaluating, and synthesising discipline and professional practice knowledge.
Relates to: ULO2, Case Study, Marketing Plan Report - Exercise creativity and intellectual independence and make evidence-based decisions and judgements in planning, designing, and executing strategic responses to address real world business challenges.
Relates to: ULO2, Case Study, Marketing Plan Report - Use information and digital literacy skills to communicate effectively and professionally in written forms, using appropriate technologies and media for diverse purposes, audiences, and business contexts
Relates to: ULO4, Case Study, Marketing Plan Report
Unit Outline: Semester 1 2027, Online
| Unit code: | AMN445 |
|---|---|
| Credit points: | 12 |
| Equivalent: | AMX445 |
| Anti-requisite: | MIN425, AMN442, AMX442 |
Overview
This unit will provide you with an introduction to the fundamental concepts, principles and activities of customer-driven marketing at post-graduate level. Principal topics you will explore include value-based marketing, strategic marketing planning, consumer behaviour, segmenting and targeting markets, and marketing mix decisions. The overall objective of this unit is to provide you with a working knowledge of the marketing function, its strategic importance for value creation, its relationship to other internal and external functions, its role in business plans, and its execution.
Learning Outcomes
On successful completion of this unit you will be able to:
- Demonstrate an advanced understanding of key marketing concepts, theories, and value-creation processes, and explain how these apply to contemporary business contexts. [KS 1.1]Relates to: PG Business Capabilities: KS (1.1)
- Apply marketing theory and evidence-based reasoning to develop, analyse, and justify marketing strategies and plans. [HO 2.1, 2.2]
- Employ advanced technical and analytical skills, including digital and data-driven approaches, to inform and support marketing-related decisions. [KS 1.2]Relates to: PG Business Capabilities: KS (1.2)
- Communicate marketing analyses, insights, and recommendations clearly and professionally to relevant audiences. [PC 3.1]Relates to: PG Business Capabilities: PC (3.1)
Content
This unit is designed to provide you with a foundation of fundamental concepts, theories, and frameworks of marketing and how to manage an organisation's marketing effort. You will develop the capacity to effectively create marketing strategies and tactics, understanding how the marketing process is used for creating, communicating, delivering, and sustaining exchanges of value with target markets and other key stakeholders.
Throughout the unit, you will (1) develop your understanding of marketing's strategic importance for the entire organisation, (2) analyse the organisation's environment pertinent to the organisation, its markets, and its competitors, (3) critically evaluate strategic marketing theory and practices and apply these to contemporary organisations, and (4) develop the technical and analytical skills necessary to make sound marketing-related decisions.
QUT Business Capabilities (Postgraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge & Technical Skills (KS)
1.1 Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
1.2 Apply technical, technological and technical research skills to organise and interpret discipline knowledge, including theory and practice, to investigate business issues.
Higher Order Thinking Skills (HO)
2.1 Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
2.2 Exercise creativity and intellectual independence and make informed decisions and judgements in planning, designing, and executing strategic and research-based responses to address real world issues and problems.
Professional Communication (PC)
3.1 Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
3.2 Use information literacy skills and communicate effectively and professionally in oral forms appropriate for diverse purposes, contexts and audiences.
Teamwork & Self (TS)
4.1 Exercise self-reflection and accountability in applying knowledge and skills for own learning and effective practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across a range of complex activities and contexts.
Social, Ethical & Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices of business in critically analysing and effectively responding to complex business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues and critically reflect on the responsibilities and impacts of organisations in national and international business contexts.
Learning Approaches
This unit builds on foundational theories introduced at undergraduate level through active engagement with theoretical content, collaborative discussions, literature research, case analysis, and seminar-based research and presentations. You will develop practical skills through applied projects that connect marketing theory to real-world practice.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Overview
This unit has two assessment items aligned with the unit's learning outlines. Please see the unit Canvas site for more information.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Case Study
Students will be provided with a case study of an existing business. Students will be required to undertake research and critically analyse emerging micro/macro-environmental factors impacting the business’ current strategy, tactics, and their market performance.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2), PC (3.1)
Assessment: Marketing Plan Report
In this assignment, you will construct a comprehensive Marketing Plan for a business of your choice. Building upon knowledge and feedback from Assessment 1, you will undertake independent research and apply evidence-based decision-making to determine appropriate strategic segmentation and targeting approaches, and supporting tactics, to clearly articulate the business' value propositions.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), 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 are provided on the unit Canvas site.
Resource Materials
Prescribed text(s)
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with learning and teaching activities in this unit.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Postgraduate)
HO (2.1): Critical Analysis
Relates to: ULO2, Case Study, Marketing Plan Report
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO2, Case Study, Marketing Plan Report
KS (1.1): Discipline and Professional Practice Knowledge
Relates to: ULO1, Case Study, Marketing Plan Report
KS (1.2): Technical, Technological and Research Skills
Relates to: ULO3, Case Study, Marketing Plan Report
PC (3.1): Professional Communication (Written)
Relates to: ULO4, Case Study, Marketing Plan Report
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS11 Master of Business
- Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
Relates to: ULO1, Case Study, Marketing Plan Report - Apply technical, technological and technical research skills to organise and interpret discipline knowledge, including theory and practice, to investigate business issues.
Relates to: ULO3, Case Study, Marketing Plan Report - Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
Relates to: ULO2, Case Study, Marketing Plan Report - Exercise creativity and intellectual independence and make informed decisions and judgements in planning, designing, and executing strategic and research-based responses to address real world issues and problems.
Relates to: ULO2, Case Study, Marketing Plan Report - Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
Relates to: ULO4, Case Study, Marketing Plan Report
BS12 Master of Business
- Demonstrate and apply advanced, integrated discipline and professional practice knowledge, including relevant research principles and methods, to address complex and evolving business challenges.
Relates to: ULO1, Case Study, Marketing Plan Report - Leverage digital technologies, data-driven tools, technical and research skills to organise, interpret and extend discipline and professional practice knowledge in digitally enhanced business environments.
Relates to: ULO3, Case Study, Marketing Plan Report - Critically investigate complex, real-world business problems by analysing, evaluating, and synthesising discipline and professional practice knowledge.
Relates to: ULO2, Case Study, Marketing Plan Report - Exercise creativity and intellectual independence and make evidence-based decisions and judgements in planning, designing, and executing strategic responses to address real world business challenges.
Relates to: ULO2, Case Study, Marketing Plan Report - Use information and digital literacy skills to communicate effectively and professionally in written forms, using appropriate technologies and media for diverse purposes, audiences, and business contexts
Relates to: ULO4, Case Study, Marketing Plan Report
Unit Outline: Semester 2 2027, Gardens Point, Internal
| Unit code: | AMN445 |
|---|---|
| Credit points: | 12 |
| Equivalent: | AMX445 |
| Anti-requisite: | MIN425, AMN442, AMX442 |
| Coordinator: | Gary Mortimer | gary.mortimer@qut.edu.au |
Overview
This unit will provide you with an introduction to the fundamental concepts, principles and activities of customer-driven marketing at post-graduate level. Principal topics you will explore include value-based marketing, strategic marketing planning, consumer behaviour, segmenting and targeting markets, and marketing mix decisions. The overall objective of this unit is to provide you with a working knowledge of the marketing function, its strategic importance for value creation, its relationship to other internal and external functions, its role in business plans, and its execution.
Learning Outcomes
On successful completion of this unit you will be able to:
- Demonstrate an advanced understanding of key marketing concepts, theories, and value-creation processes, and explain how these apply to contemporary business contexts. [KS 1.1]Relates to: PG Business Capabilities: KS (1.1)
- Apply marketing theory and evidence-based reasoning to develop, analyse, and justify marketing strategies and plans. [HO 2.1, 2.2]
- Employ advanced technical and analytical skills, including digital and data-driven approaches, to inform and support marketing-related decisions. [KS 1.2]Relates to: PG Business Capabilities: KS (1.2)
- Communicate marketing analyses, insights, and recommendations clearly and professionally to relevant audiences. [PC 3.1]Relates to: PG Business Capabilities: PC (3.1)
Content
This unit is designed to provide you with a foundation of fundamental concepts, theories, and frameworks of marketing and how to manage an organisation's marketing effort. You will develop the capacity to effectively create marketing strategies and tactics, understanding how the marketing process is used for creating, communicating, delivering, and sustaining exchanges of value with target markets and other key stakeholders.
Throughout the unit, you will (1) develop your understanding of marketing's strategic importance for the entire organisation, (2) analyse the organisation's environment pertinent to the organisation, its markets, and its competitors, (3) critically evaluate strategic marketing theory and practices and apply these to contemporary organisations, and (4) develop the technical and analytical skills necessary to make sound marketing-related decisions.
QUT Business Capabilities (Postgraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge & Technical Skills (KS)
1.1 Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
1.2 Apply technical, technological and technical research skills to organise and interpret discipline knowledge, including theory and practice, to investigate business issues.
Higher Order Thinking Skills (HO)
2.1 Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
2.2 Exercise creativity and intellectual independence and make informed decisions and judgements in planning, designing, and executing strategic and research-based responses to address real world issues and problems.
Professional Communication (PC)
3.1 Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
3.2 Use information literacy skills and communicate effectively and professionally in oral forms appropriate for diverse purposes, contexts and audiences.
Teamwork & Self (TS)
4.1 Exercise self-reflection and accountability in applying knowledge and skills for own learning and effective practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across a range of complex activities and contexts.
Social, Ethical & Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices of business in critically analysing and effectively responding to complex business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues and critically reflect on the responsibilities and impacts of organisations in national and international business contexts.
Learning Approaches
This unit builds on foundational theories introduced at undergraduate level through active engagement with theoretical content, collaborative discussions, literature research, case analysis, and seminar-based research and presentations. You will develop practical skills through applied projects that connect marketing theory to real-world practice.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Overview
This unit has two assessment items aligned with the unit's learning outlines. Please see the unit Canvas site for more information.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Case Study
Students will be provided with a case study of an existing business. Students will be required to undertake research and critically analyse emerging micro/macro-environmental factors impacting the business’ current strategy, tactics, and their market performance.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2), PC (3.1)
Assessment: Marketing Plan Report
In this assignment, you will construct a comprehensive Marketing Plan for a business of your choice. Building upon knowledge and feedback from Assessment 1, you will undertake independent research and apply evidence-based decision-making to determine appropriate strategic segmentation and targeting approaches, and supporting tactics, to clearly articulate the business' value propositions.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), 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 are provided on the unit Canvas site.
Resource Materials
Prescribed text(s)
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with learning and teaching activities in this unit.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Postgraduate)
HO (2.1): Critical Analysis
Relates to: ULO2, Case Study, Marketing Plan Report
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO2, Case Study, Marketing Plan Report
KS (1.1): Discipline and Professional Practice Knowledge
Relates to: ULO1, Case Study, Marketing Plan Report
KS (1.2): Technical, Technological and Research Skills
Relates to: ULO3, Case Study, Marketing Plan Report
PC (3.1): Professional Communication (Written)
Relates to: ULO4, Case Study, Marketing Plan Report
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS11 Master of Business
- Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
Relates to: ULO1, Case Study, Marketing Plan Report - Apply technical, technological and technical research skills to organise and interpret discipline knowledge, including theory and practice, to investigate business issues.
Relates to: ULO3, Case Study, Marketing Plan Report - Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
Relates to: ULO2, Case Study, Marketing Plan Report - Exercise creativity and intellectual independence and make informed decisions and judgements in planning, designing, and executing strategic and research-based responses to address real world issues and problems.
Relates to: ULO2, Case Study, Marketing Plan Report - Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
Relates to: ULO4, Case Study, Marketing Plan Report
BS12 Master of Business
- Demonstrate and apply advanced, integrated discipline and professional practice knowledge, including relevant research principles and methods, to address complex and evolving business challenges.
Relates to: ULO1, Case Study, Marketing Plan Report - Leverage digital technologies, data-driven tools, technical and research skills to organise, interpret and extend discipline and professional practice knowledge in digitally enhanced business environments.
Relates to: ULO3, Case Study, Marketing Plan Report - Critically investigate complex, real-world business problems by analysing, evaluating, and synthesising discipline and professional practice knowledge.
Relates to: ULO2, Case Study, Marketing Plan Report - Exercise creativity and intellectual independence and make evidence-based decisions and judgements in planning, designing, and executing strategic responses to address real world business challenges.
Relates to: ULO2, Case Study, Marketing Plan Report - Use information and digital literacy skills to communicate effectively and professionally in written forms, using appropriate technologies and media for diverse purposes, audiences, and business contexts
Relates to: ULO4, Case Study, Marketing Plan Report
Unit Outline: Semester 2 2027, Online
| Unit code: | AMN445 |
|---|---|
| Credit points: | 12 |
| Equivalent: | AMX445 |
| Anti-requisite: | MIN425, AMN442, AMX442 |
Overview
This unit will provide you with an introduction to the fundamental concepts, principles and activities of customer-driven marketing at post-graduate level. Principal topics you will explore include value-based marketing, strategic marketing planning, consumer behaviour, segmenting and targeting markets, and marketing mix decisions. The overall objective of this unit is to provide you with a working knowledge of the marketing function, its strategic importance for value creation, its relationship to other internal and external functions, its role in business plans, and its execution.
Learning Outcomes
On successful completion of this unit you will be able to:
- Demonstrate an advanced understanding of key marketing concepts, theories, and value-creation processes, and explain how these apply to contemporary business contexts. [KS 1.1]Relates to: PG Business Capabilities: KS (1.1)
- Apply marketing theory and evidence-based reasoning to develop, analyse, and justify marketing strategies and plans. [HO 2.1, 2.2]
- Employ advanced technical and analytical skills, including digital and data-driven approaches, to inform and support marketing-related decisions. [KS 1.2]Relates to: PG Business Capabilities: KS (1.2)
- Communicate marketing analyses, insights, and recommendations clearly and professionally to relevant audiences. [PC 3.1]Relates to: PG Business Capabilities: PC (3.1)
Content
This unit is designed to provide you with a foundation of fundamental concepts, theories, and frameworks of marketing and how to manage an organisation's marketing effort. You will develop the capacity to effectively create marketing strategies and tactics, understanding how the marketing process is used for creating, communicating, delivering, and sustaining exchanges of value with target markets and other key stakeholders.
Throughout the unit, you will (1) develop your understanding of marketing's strategic importance for the entire organisation, (2) analyse the organisation's environment pertinent to the organisation, its markets, and its competitors, (3) critically evaluate strategic marketing theory and practices and apply these to contemporary organisations, and (4) develop the technical and analytical skills necessary to make sound marketing-related decisions.
QUT Business Capabilities (Postgraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge & Technical Skills (KS)
1.1 Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
1.2 Apply technical, technological and technical research skills to organise and interpret discipline knowledge, including theory and practice, to investigate business issues.
Higher Order Thinking Skills (HO)
2.1 Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
2.2 Exercise creativity and intellectual independence and make informed decisions and judgements in planning, designing, and executing strategic and research-based responses to address real world issues and problems.
Professional Communication (PC)
3.1 Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
3.2 Use information literacy skills and communicate effectively and professionally in oral forms appropriate for diverse purposes, contexts and audiences.
Teamwork & Self (TS)
4.1 Exercise self-reflection and accountability in applying knowledge and skills for own learning and effective practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across a range of complex activities and contexts.
Social, Ethical & Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices of business in critically analysing and effectively responding to complex business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues and critically reflect on the responsibilities and impacts of organisations in national and international business contexts.
Learning Approaches
This unit builds on foundational theories introduced at undergraduate level through active engagement with theoretical content, collaborative discussions, literature research, case analysis, and seminar-based research and presentations. You will develop practical skills through applied projects that connect marketing theory to real-world practice.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Overview
This unit has two assessment items aligned with the unit's learning outlines. Please see the unit Canvas site for more information.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Case Study
Students will be provided with a case study of an existing business. Students will be required to undertake research and critically analyse emerging micro/macro-environmental factors impacting the business’ current strategy, tactics, and their market performance.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2), PC (3.1)
Assessment: Marketing Plan Report
In this assignment, you will construct a comprehensive Marketing Plan for a business of your choice. Building upon knowledge and feedback from Assessment 1, you will undertake independent research and apply evidence-based decision-making to determine appropriate strategic segmentation and targeting approaches, and supporting tactics, to clearly articulate the business' value propositions.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), 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 are provided on the unit Canvas site.
Resource Materials
Prescribed text(s)
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with learning and teaching activities in this unit.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Postgraduate)
HO (2.1): Critical Analysis
Relates to: ULO2, Case Study, Marketing Plan Report
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO2, Case Study, Marketing Plan Report
KS (1.1): Discipline and Professional Practice Knowledge
Relates to: ULO1, Case Study, Marketing Plan Report
KS (1.2): Technical, Technological and Research Skills
Relates to: ULO3, Case Study, Marketing Plan Report
PC (3.1): Professional Communication (Written)
Relates to: ULO4, Case Study, Marketing Plan Report
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS11 Master of Business
- Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
Relates to: ULO1, Case Study, Marketing Plan Report - Apply technical, technological and technical research skills to organise and interpret discipline knowledge, including theory and practice, to investigate business issues.
Relates to: ULO3, Case Study, Marketing Plan Report - Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
Relates to: ULO2, Case Study, Marketing Plan Report - Exercise creativity and intellectual independence and make informed decisions and judgements in planning, designing, and executing strategic and research-based responses to address real world issues and problems.
Relates to: ULO2, Case Study, Marketing Plan Report - Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
Relates to: ULO4, Case Study, Marketing Plan Report
BS12 Master of Business
- Demonstrate and apply advanced, integrated discipline and professional practice knowledge, including relevant research principles and methods, to address complex and evolving business challenges.
Relates to: ULO1, Case Study, Marketing Plan Report - Leverage digital technologies, data-driven tools, technical and research skills to organise, interpret and extend discipline and professional practice knowledge in digitally enhanced business environments.
Relates to: ULO3, Case Study, Marketing Plan Report - Critically investigate complex, real-world business problems by analysing, evaluating, and synthesising discipline and professional practice knowledge.
Relates to: ULO2, Case Study, Marketing Plan Report - Exercise creativity and intellectual independence and make evidence-based decisions and judgements in planning, designing, and executing strategic responses to address real world business challenges.
Relates to: ULO2, Case Study, Marketing Plan Report - Use information and digital literacy skills to communicate effectively and professionally in written forms, using appropriate technologies and media for diverse purposes, audiences, and business contexts
Relates to: ULO4, Case Study, Marketing Plan Report