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

Teaching periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date
Semester 2
Location
Hawthorn
Start and end dates
29-July-2024
27-October-2024
Last self-enrolment date
11-August-2024
Census date
31-August-2024
Last withdraw without fail date
13-September-2024
Results released date
03-December-2024
Teaching Period 3
Location
Online
Start and end dates
04-November-2024
09-February-2025
Last self-enrolment date
17-November-2024
Census date
29-November-2024
Last withdraw without fail date
27-December-2024
Results released date
04-March-2025
Semester 1
Location
Hawthorn
Start and end dates
03-March-2025
01-June-2025
Last self-enrolment date
16-March-2025
Census date
31-March-2025
Last withdraw without fail date
24-April-2025
Results released date
08-July-2025
Teaching Period 2
Location
Online
Start and end dates
07-July-2025
05-October-2025
Last self-enrolment date
20-July-2025
Census date
01-August-2025
Last withdraw without fail date
22-August-2025
Results released date
Semester 2
Location
Hawthorn
Start and end dates
04-August-2025
02-November-2025
Last self-enrolment date
17-August-2025
Census date
31-August-2025
Last withdraw without fail date
19-September-2025
Results released date
09-December-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
TOTAL150

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
TOTAL150

Assessment

Type Task Weighting ULO's
Assignment 1Individual 10 - 20% 1,2,4 
Assignment 1Individual 20 - 30% 1,2,4 
Assignment 1Individual 30 - 40% 1,2,4 
Assignment 2Individual 25 - 45% 1,2,3,4 
Assignment 2Individual 25 - 45% 1,2,3,4 
ReportGroup 25 - 35% 1,2,3,4 
ReportGroup 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.