GSZ408 Marketing Strategically
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: | GSZ408 |
|---|---|
| Equivalent(s): | GSN408 |
| Credit points: | 6 |
| Timetable | Details in HiQ, if available |
| Availabilities |
|
| Domestic tuition unit fee | $3,516 |
| International unit fee | $3,420 |
Unit Outline: Flexible Period - 02A 2024, Gardens Point, Internal (Start Date: 20 Jan 2024)
| Unit code: | GSZ408 |
|---|---|
| Credit points: | 6 |
| Equivalent: | GSN408 |
| Coordinators: | Sven Tuzovic | sven.tuzovic@qut.edu.au Amanda Beatson | a.beatson@qut.edu.au |
Overview
Marketing is at the heart of business success or failure. If the business does not do marketing well, it will almost certainly fail in a globally competitive business environment. Thus, managers working in any business discipline must gain an appreciation of marketing strategy and tactics, with a view to creating value.
The aim of this unit is to provide managers with an understanding of some of the key factors underpinning effective marketing strategy and decision-making within an organisation. This unit is included in the program as every organization, whether large or small, private or public, governmental or NGO, for profit or not-for-profit, requires knowledge of their customers and of the value they are creating.
This unit is included at this point in the program to draw upon earlier learning in the program and to develop marketing strategy knowledge and skills that will be further built upon in later units in the program.
Learning Outcomes
On successful completion of this unit you will be able to:
- Demonstrate knowledge of marketing strategy by segmenting markets, identifying target customers value and developing effective value propositions. KS 1.1, HO 2.1, HO 2.2
- Identify, analyse and solve marketing problems using appropriate tools and frameworks. KS 1.1, HO 2.2
- Create, communicate and defend well-justified, realistic marketing recommendations in written and oral forms. HO 2.2, PC 3.1, PC 3.2
- Formulate strategically linked marketing tactics and prepare an action plan for implementing recommendations. HO 2.2Relates to: EXEC Business Capabilities: HO (2.2)
Content
The modules covered in this unit have been developed to provide students with a broad grasp of the key marketing principles that operate within an organisation. Topics explored will include:
- Introduction to Marketing
- Marketing Strategy and Tactics
- Identifying Target Customers
- Developing a Value Proposition
- Group Presentations and Brand Management
- Communication
- Managing Sales Growth
Course Learning Outcomes (Postgraduate - Executive)
The Graduate School of Business has established the Assurance of Learning (AoL) Goals to meet contemporary industry needs and standards. Achieving these learning outcomes will assist you to meet the desired graduate outcomes set at QUT - aligned with other internationally renowned business schools. Students will develop the following capabilities relevant to a contemporary global and sustainable business environment:
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated and advanced theoretical and practical knowledge (including systems thinking approaches, multidisciplinary frameworks and knowledge of research principles and methods) that incorporate recent development in business disciplines and professional practice.
1.2 Apply advanced technical and technological knowledge and skills to critically reflect on, evaluate and contribute to developments that enhance innovative, sustainable and effective business performance in local, national and global business environments.
Higher Order Thinking (HO)
2.1 Provide evidence of effective analysis, interpretation, evaluation and synthesis of complex data, theories, ideas, issues and situations and demonstrate knowledge of how research and inquiry can be used to interpret, contribute to and create theoretical and practical knowledge.
2.2 Provide evidence of higher order thinking including creativity, judgement, cognitive flexibility and critical reflection in designing, planning and implementing strategies and solutions for effective performance in complex business environments.
Professional Communication (PC)
3.1 Demonstrate advanced use of language and argumentation in written communication, including digital communication, to frame strategic and influential responses to engage, persuade, negotiate, collaborate and lead in diverse and complex contexts and for diverse audiences.
3.2 Demonstrate advanced use of language and argumentation in oral communication, including digital communication, to frame strategic and influential responses to engage, persuade, negotiate, collaborate and lead across diverse and complex contexts and for diverse audiences.
Self and Leadership (SL)
4.1 Demonstrate adaptive personal leadership and accountability, including self-awareness, reflective practice and foresight in adapting and applying knowledge and skills to inform and influence effective and innovative practice.
4.2 Lead, manage and foster the development of collaborative teams that value and leverage the diverse knowledge and skills of others to contribute to the development of robust, adaptable and sustainable courses of action.
Social, Ethical and Cultural Understanding (SEC)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices of business, to contribute to responsible organisational governance and citizenship in local, national and global business environments.
5.2 Apply knowledge and skills to demonstrate, interpret and critically reflect on, appropriate culturally and socially inclusive and responsible decisions and actions across diverse social and cultural contexts.
Learning Approaches
This unit adopts a blended learning approach and as such, includes a variety of teaching and learning approaches.
Three hour face-to-face class sessions are supplemented by the textbook and a range of online materials that are designed to support and extend learning prior to, during and after class sessions. Online materials are available in the unit Canvas site. Given the importance of the unit Canvas site to the teaching and learning strategy used in this unit, a computer or tablet device with internet access is strongly recommended for all students.
The principal purpose of the lectures and readings is to build upon the key concepts that were introduced through the Preparation for Class activities and readings. The purpose of the case study work, experiential learning tasks and all assessment tasks is to help the student develop their understanding of the concepts and enable them to be applied within a range of business contexts.
There is an expectation that the student will participate in class sessions, to take advantage of the opportunity to discuss important issues with their instructor and their peers in an informal environment. These sessions also provide students with an opportunity to hone important generic skills that are in high demand in the business.
It is expected that students have completed all Preparation for Class activities and readings identified in the unit Canvas site prior to coming to class to be able to maximise the learning opportunities of the class sessions.
A variety of learning activities designed to engage students in their learning will be incorporated into the lectures/workshops. Such learning activities may include short lectures, class discussions, debates, role plays, group work, guest speakers, student presentations, simulations, case study analysis, videos, readings, wikis, media/current events reports, web searches, etc.
There is a commitment to critical inquiry and intellectual debate in regard to the material covered. Students are encouraged to relate the theories and research discussed to situations known to them and will be encouraged to share their experiences relating to the topics explored in this unit with the class to enrich the overall learning experience of all students.
Expanding the awareness of Australian management policies and practices into intercultural and international perspectives is fostered within this unit. Typically, students enrolling in this unit have extremely varied backgrounds. There is diversity of professional background and socio-cultural background. Students are reminded that this is to their advantage and they have much to learn from one another. To this end, students are strongly encouraged to be sensitive to cultural, gender-related and international issues.
Feedback on Learning and Assessment
Students will receive a variety of formative feedback throughout this unit.
Informally, feedback will be given verbally in class through class discussions and during the debriefing of learning activities.
Direct feedback will be available to those students who request a private or group consultation session with the lecturer.
Formal feedback will be received on both formative and summative assessment tasks through a Criterion Reference Assessment sheet which will also include written feedback on the assessment task. The Criterion Reference Assessment Sheet will be available in the Canvas unit site at the commencement of the unit. Students will receive feedback on their formative assessment task prior to their summative assessment task being submitted.
Assessment
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Report and Presentation
Students working in groups will analyse a marketing case, identify the problem(s) and propose recommended strategies for solving the problem(s).
Formative or Summative:Formative and Summative
Postgraduate Executive (AoL goals): KS (1.1), HO (2.2), PC (3.1, 3.2)
Assessment: Report
The final assessment brings together the lessons from modules 1-6, with an authentic industry-based assignment. Students will perform a strategic marketing audit of their organisation (or one in which they are very familiar), and then recommend marketing strategy and tactics based on the frameworks used throughout the class.
Formative or Summative: Summative
Postgraduate Executive (AoL goals): KS (1.1), HO (2.1, 2.2), PC (3.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Academic Integrity
Students are expected to engage in learning and assessment at QUT with honesty, transparency and fairness. Maintaining academic integrity means upholding these principles and demonstrating valuable professional capabilities based on ethical foundations.
Failure to maintain academic integrity can take many forms. It includes cheating in examinations, plagiarism, self-plagiarism, collusion, and submitting an assessment item completed by another person (e.g. contract cheating). It can also include providing your assessment to another entity, such as to a person or website.
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.
Further details of QUT’s approach to academic integrity are outlined in the Academic integrity policy and the Student Code of Conduct. Breaching QUT’s Academic integrity policy is regarded as student misconduct and can lead to the imposition of penalties ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Prescribed text(s)
Chernev. A. (2018). Strategic marketing management (9th ed). Cerebellum Press.
Other
GSZ408 Canvas Site
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to view the Emergency video.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Postgraduate Executive)
HO (2.1): Critical Analysis
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO1, ULO2, ULO3, ULO4, Report and Presentation, Report
KS (1.1): Advanced Discipline and Professional Practice Knowledge
Relates to: ULO1, ULO2, Report and Presentation, Report
PC (3.1): Professional Communication (Written)
Relates to: ULO3, Report and Presentation, Report
PC (3.2): Professional Communication (Oral)
Relates to: ULO3, Report and Presentation
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.GS50 Executive Master of Business Administration
- Demonstrate, apply and integrate contemporary, advanced multidisciplinary knowledge, business practices, and research principles underpinned by a systems thinking framework to respond to global, complex real-world challenges.
Relates to: ULO1, ULO2, Report and Presentation - Critically analyse, interpret, evaluate and synthesise complex data, research, theoretical knowledge, ideas and situations to lead and support decision-making in global complex business environments.
Relates to: ULO1 - Demonstrate holistic thinking, creativity, problem solving and critical reflection to design, plan and implement strategies and solutions for strategic leadership in global complex business environments.
Relates to: ULO1, ULO2, ULO3, ULO4, Report and Presentation - Demonstrate advanced professional written communication skills in a variety of genres to clearly communicate strategic and complex thinking, engage, persuade, influence and lead diverse stakeholders in a range of contexts.
Relates to: ULO3, Report and Presentation - Demonstrate advanced professional oral communication skills and media to clearly communicate strategic and complex thinking and to engage, persuade, influence and lead diverse stakeholders to achieve a strategic outcome.
Relates to: ULO3, Report and Presentation
GS89 Executive Graduate Certificate in Business Administration
- Demonstrate and apply integrated discipline knowledge and skills in the critical understanding of complex real world challenges
Relates to: ULO1, ULO2, Report and Presentation, Report - Exercise critical thinking in analysing, interpreting, evaluating and synthesising theories, ideas and practices to support decision making in complex business environments
Relates to: ULO1, Report - Demonstrate strategic planning, critical thinking and creative problem solving to generate and evaluate real word business issues
Relates to: ULO1, ULO2, ULO3, ULO4, Report and Presentation, Report - Exercise written communication and persuasion skills with diverse stakeholders for a variety of purposes
Relates to: ULO3, Report and Presentation, Report - Exercise oral communication and persuasion skills with diverse stakeholders for a variety of purposes
Relates to: ULO3, Report and Presentation
Unit Outline: Flexible Period - 04B 2024, Online (Start Date: 20 Mar 2024)
| Unit code: | GSZ408 |
|---|---|
| Credit points: | 6 |
| Equivalent: | GSN408 |
Overview
Marketing is at the heart of business success or failure. If the business does not do marketing well, it will almost certainly fail in a globally competitive business environment. Thus, managers working in any business discipline must gain an appreciation of marketing strategy and tactics, with a view to creating value.
The aim of this unit is to provide managers with an understanding of some of the key factors underpinning effective marketing strategy and decision-making within an organisation. This unit is included in the program as every organization, whether large or small, private or public, governmental or NGO, for profit or not-for-profit, requires knowledge of their customers and of the value they are creating.
This unit is included at this point in the program to draw upon earlier learning in the program and to develop marketing strategy knowledge and skills that will be further built upon in later units in the program.
Learning Outcomes
On successful completion of this unit you will be able to:
- Demonstrate knowledge of marketing strategy by segmenting markets, identifying target customers value and developing effective value propositions. KS 1.1, HO 2.1, HO 2.2
- Identify, analyse and solve marketing problems using appropriate tools and frameworks. KS 1.1, HO 2.2
- Create, communicate and defend well-justified, realistic marketing recommendations in written and oral forms. HO 2.2, PC 3.1, PC 3.2
- Formulate strategically linked marketing tactics and prepare an action plan for implementing recommendations. HO 2.2Relates to: EXEC Business Capabilities: HO (2.2)
Content
The modules covered in this unit have been developed to provide students with a broad grasp of the key marketing principles that operate within an organisation. Topics explored will include:
- Introduction to Marketing
- Marketing Strategy and Tactics
- Identifying Target Customers
- Developing a Value Proposition
- Group Presentations and Brand Management
- Communication
- Managing Sales Growth
Course Learning Outcomes (Postgraduate - Executive)
The Graduate School of Business has established the Assurance of Learning (AoL) Goals to meet contemporary industry needs and standards. Achieving these learning outcomes will assist you to meet the desired graduate outcomes set at QUT - aligned with other internationally renowned business schools. Students will develop the following capabilities relevant to a contemporary global and sustainable business environment:
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated and advanced theoretical and practical knowledge (including systems thinking approaches, multidisciplinary frameworks and knowledge of research principles and methods) that incorporate recent development in business disciplines and professional practice.
1.2 Apply advanced technical and technological knowledge and skills to critically reflect on, evaluate and contribute to developments that enhance innovative, sustainable and effective business performance in local, national and global business environments.
Higher Order Thinking (HO)
2.1 Provide evidence of effective analysis, interpretation, evaluation and synthesis of complex data, theories, ideas, issues and situations and demonstrate knowledge of how research and inquiry can be used to interpret, contribute to and create theoretical and practical knowledge.
2.2 Provide evidence of higher order thinking including creativity, judgement, cognitive flexibility and critical reflection in designing, planning and implementing strategies and solutions for effective performance in complex business environments.
Professional Communication (PC)
3.1 Demonstrate advanced use of language and argumentation in written communication, including digital communication, to frame strategic and influential responses to engage, persuade, negotiate, collaborate and lead in diverse and complex contexts and for diverse audiences.
3.2 Demonstrate advanced use of language and argumentation in oral communication, including digital communication, to frame strategic and influential responses to engage, persuade, negotiate, collaborate and lead across diverse and complex contexts and for diverse audiences.
Self and Leadership (SL)
4.1 Demonstrate adaptive personal leadership and accountability, including self-awareness, reflective practice and foresight in adapting and applying knowledge and skills to inform and influence effective and innovative practice.
4.2 Lead, manage and foster the development of collaborative teams that value and leverage the diverse knowledge and skills of others to contribute to the development of robust, adaptable and sustainable courses of action.
Social, Ethical and Cultural Understanding (SEC)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices of business, to contribute to responsible organisational governance and citizenship in local, national and global business environments.
5.2 Apply knowledge and skills to demonstrate, interpret and critically reflect on, appropriate culturally and socially inclusive and responsible decisions and actions across diverse social and cultural contexts.
Learning Approaches
This unit adopts a blended learning approach and as such, includes a variety of teaching and learning approaches.
Three hour face-to-face class sessions are supplemented by the textbook and a range of online materials that are designed to support and extend learning prior to, during and after class sessions. Online materials are available in the unit Canvas site. Given the importance of the unit Canvas site to the teaching and learning strategy used in this unit, a computer or tablet device with internet access is strongly recommended for all students.
The principal purpose of the lectures and readings is to build upon the key concepts that were introduced through the Preparation for Class activities and readings. The purpose of the case study work, experiential learning tasks and all assessment tasks is to help the student develop their understanding of the concepts and enable them to be applied within a range of business contexts.
There is an expectation that the student will participate in class sessions, to take advantage of the opportunity to discuss important issues with their instructor and their peers in an informal environment. These sessions also provide students with an opportunity to hone important generic skills that are in high demand in the business.
It is expected that students have completed all Preparation for Class activities and readings identified in the unit Canvas site prior to coming to class to be able to maximise the learning opportunities of the class sessions.
A variety of learning activities designed to engage students in their learning will be incorporated into the lectures/workshops. Such learning activities may include short lectures, class discussions, debates, role plays, group work, guest speakers, student presentations, simulations, case study analysis, videos, readings, wikis, media/current events reports, web searches, etc.
There is a commitment to critical inquiry and intellectual debate in regard to the material covered. Students are encouraged to relate the theories and research discussed to situations known to them and will be encouraged to share their experiences relating to the topics explored in this unit with the class to enrich the overall learning experience of all students.
Expanding the awareness of Australian management policies and practices into intercultural and international perspectives is fostered within this unit. Typically, students enrolling in this unit have extremely varied backgrounds. There is diversity of professional background and socio-cultural background. Students are reminded that this is to their advantage and they have much to learn from one another. To this end, students are strongly encouraged to be sensitive to cultural, gender-related and international issues.
Feedback on Learning and Assessment
Students will receive a variety of formative feedback throughout this unit.
Informally, feedback will be given verbally in class through class discussions and during the debriefing of learning activities.
Direct feedback will be available to those students who request a private or group consultation session with the lecturer.
Formal feedback will be received on both formative and summative assessment tasks through a Criterion Reference Assessment sheet which will also include written feedback on the assessment task. The Criterion Reference Assessment Sheet will be available in the Canvas unit site at the commencement of the unit. Students will receive feedback on their formative assessment task prior to their summative assessment task being submitted.
Assessment
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Report and Presentation
Students working in groups will analyse a marketing case, identify the problem(s) and propose recommended strategies for solving the problem(s).
Formative or Summative:Formative and Summative
Postgraduate Executive (AoL goals): KS (1.1), HO (2.2), PC (3.1, 3.2)
Assessment: Report
The final assessment brings together the lessons from modules 1-6, with an authentic industry-based assignment. Students will perform a strategic marketing audit of their organisation (or one in which they are very familiar), and then recommend marketing strategy and tactics based on the frameworks used throughout the class.
Formative or Summative: Summative
Postgraduate Executive (AoL goals): KS (1.1), HO (2.1, 2.2), PC (3.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Academic Integrity
Students are expected to engage in learning and assessment at QUT with honesty, transparency and fairness. Maintaining academic integrity means upholding these principles and demonstrating valuable professional capabilities based on ethical foundations.
Failure to maintain academic integrity can take many forms. It includes cheating in examinations, plagiarism, self-plagiarism, collusion, and submitting an assessment item completed by another person (e.g. contract cheating). It can also include providing your assessment to another entity, such as to a person or website.
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.
Further details of QUT’s approach to academic integrity are outlined in the Academic integrity policy and the Student Code of Conduct. Breaching QUT’s Academic integrity policy is regarded as student misconduct and can lead to the imposition of penalties ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Prescribed text(s)
Chernev. A. (2018). Strategic marketing management (9th ed). Cerebellum Press.
Other
GSZ408 Canvas Site
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to view the Emergency video.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Postgraduate Executive)
HO (2.1): Critical Analysis
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO1, ULO2, ULO3, ULO4, Report and Presentation, Report
KS (1.1): Advanced Discipline and Professional Practice Knowledge
Relates to: ULO1, ULO2, Report and Presentation, Report
PC (3.1): Professional Communication (Written)
Relates to: ULO3, Report and Presentation, Report
PC (3.2): Professional Communication (Oral)
Relates to: ULO3, Report and Presentation
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.GS50 Executive Master of Business Administration
- Demonstrate, apply and integrate contemporary, advanced multidisciplinary knowledge, business practices, and research principles underpinned by a systems thinking framework to respond to global, complex real-world challenges.
Relates to: ULO1, ULO2, Report and Presentation - Critically analyse, interpret, evaluate and synthesise complex data, research, theoretical knowledge, ideas and situations to lead and support decision-making in global complex business environments.
Relates to: ULO1 - Demonstrate holistic thinking, creativity, problem solving and critical reflection to design, plan and implement strategies and solutions for strategic leadership in global complex business environments.
Relates to: ULO1, ULO2, ULO3, ULO4, Report and Presentation - Demonstrate advanced professional written communication skills in a variety of genres to clearly communicate strategic and complex thinking, engage, persuade, influence and lead diverse stakeholders in a range of contexts.
Relates to: ULO3, Report and Presentation - Demonstrate advanced professional oral communication skills and media to clearly communicate strategic and complex thinking and to engage, persuade, influence and lead diverse stakeholders to achieve a strategic outcome.
Relates to: ULO3, Report and Presentation
GS89 Executive Graduate Certificate in Business Administration
- Demonstrate and apply integrated discipline knowledge and skills in the critical understanding of complex real world challenges
Relates to: ULO1, ULO2, Report and Presentation, Report - Exercise critical thinking in analysing, interpreting, evaluating and synthesising theories, ideas and practices to support decision making in complex business environments
Relates to: ULO1, Report - Demonstrate strategic planning, critical thinking and creative problem solving to generate and evaluate real word business issues
Relates to: ULO1, ULO2, ULO3, ULO4, Report and Presentation, Report - Exercise written communication and persuasion skills with diverse stakeholders for a variety of purposes
Relates to: ULO3, Report and Presentation, Report - Exercise oral communication and persuasion skills with diverse stakeholders for a variety of purposes
Relates to: ULO3, Report and Presentation