Overview

This unit adopts a general management perspective, and explores how marketing contributes to corporate strategy and how marketing influences and is influenced by other functions within the organisation. Students will learn to be effective members of entrepreneurial teams, to comprehend a world characterised by uncertainty and change, and to identify and evaluate opportunities.

Requisites

Teaching periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date

Learning outcomes

Students who successfully complete this unit will be able to:

  • Apply coherent and advanced knowledge of marketing theories and concepts in diverse contexts and applications using critical thinking
  • Apply problem solving, design and decision-making methodologies to identify and provide innovative solutions to complex problems with intellectual independence
  • Apply marketing fundamentals to the analysis, design and operation of a business model using appropriate marketing methods and tools, applied in a variety of contexts
  • Communicate proficiently in professional practice to a variety of audiences, function as an effective member or leader of a team
  • Apply knowledge of research principles and methods to plan and execute a piece of research with some independence

Teaching methods

Hawthorn

Type Hours per week Number of weeks Total (number of hours)
Face to Face Contact (Phasing out)
Block Teaching		3.00 12 weeks 36
Unspecified Learning Activities (Phasing out)
Independent Learning		9.50 12 weeks 114
TOTAL150

Hawthorn

Type Hours per week Number of weeks Total (number of hours)
Face to Face Contact (Phasing out)
Class		3.00 12 weeks 36
Unspecified Learning Activities (Phasing out)
Independent Learning		9.50 12 weeks 114
TOTAL150

Assessment

Type Task Weighting ULO's
Assignment 1Group 25 - 35% 1,2,3,4,5 
Assignment 2Individual 25 - 35% 1,2,3 
TestIndividual 30 - 50% 1,2,3 

Content

  • Marketing Management: Basic Concepts
  • The marketing environment
  • Marketing research and information systems
  • Market segmentation, targeting and positioning
  • Buyer behaviour
  • Integrated marketing communication
  • Product management and new-product development
  • Pricing considerations and approaches
  • Making distribution decisions
  • Branding and positioning
  • Creating competitive advantage and marketing planning

Study resources

Reading materials

A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.