Marketing Management
Overview
This unit aims to equip students with the fundamental tools for the management, analysis, development and implementation of marketing strategies through the examination of the scope and role of marketing from a marketing management perspective. Specifically, the unit examines the role and influence of marketing in the context of modern business; explains the key concepts, models and theories upon which the practice of marketing is based; applies key concepts, models and theories in the development of marketing planning; and critically assesses the various marketing challenges firms face in a competitive market place.
Requisites
09-February-2025
01-June-2025
05-October-2025
02-November-2025
Learning outcomes
Students who successfully complete this unit will be able to:
- Apply coherent and advanced knowledge of the role of marketing in the entrepreneurship and innovation process in various different contexts, demonstrating critical thinking
- Critically analyse the nature of the marketing concept as it applies to goods, services, social causes and ideas, experiences and events
- Apply knowledge of marketing management fundamentals to a range of marketing strategies using marketing management tools to resolve complex marketing issues
- Communicate proficiently in professional practice to a variety of audiences and operate as a member or leader of a team
Teaching methods
Hawthorn
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| On-campus Class | 2.00 | 12 weeks | 24 |
| Unspecified Activities Independent Learning | 9.50 | 12 weeks | 114 |
| Online Lecture | 1.00 | 12 weeks | 12 |
| TOTAL | 150 |
Swinburne Online
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| Online Directed Online Learning and Independent Learning | 12.50 | 12 weeks | 150 |
| TOTAL | 150 |
Assessment
| Type | Task | Weighting | ULO's |
|---|---|---|---|
| Assignment 1 | Individual | 10 - 20% | 1,2,4 |
| Assignment 1 | Individual | 20 - 30% | 1,2,4 |
| Assignment 1 | Individual | 30 - 40% | 1,2,4 |
| Assignment 2 | Individual | 25 - 45% | 1,2,3,4 |
| Assignment 2 | Individual | 25 - 45% | 1,2,3,4 |
| Report | Group | 25 - 35% | 1,2,3,4 |
| Report | Group | 25 - 35% | 1,2,3,4 |
Content
- Marketing and value exchange
- Competitive Advantage
- Capturing market insights
- Connecting with consumers
- Brands, branding, brand equity
- The marketing process and strategic planning
- New product development process and diffusion of Innovation
- Delivering value
- Communicating value
- Implementation of the marketing plan, and evaluation and control of marketing performance
- Marketing performance and the future of Marketing
Study resources
Reading materials
A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.