Marketing Management

Overview

TThis unit aims to develop students’ capability to analyse markets and customers, evaluate strategic marketing options, and design actionable marketing strategies that create and communicate customer value in contemporary business contexts. Through a marketing management lens, students examine the role of marketing in modern organisations, apply relevant concepts, frameworks, and evidence to segmentation, targeting, positioning, and marketing planning, and critically assess the strategic and ethical implementation of marketing strategies to meet the challenges involved in achieving sustainable marketing outcomes in competitive and evolving markets.

Unit learning outcomes

1. Analyse markets, customers, and competitive environments to identify strategic marketing issues and opportunities in contemporary business contexts.
2. Critically evaluate how marketing concepts, frameworks, and their empirical evidence inform marketing strategy and decisions across different value offerings (products and services).
3. Design actionable marketing strategies and plans by synthesising marketing management knowledge, frameworks, and tools.
4. Communicate marketing analysis and recommendations professionally to specialists and broad audiences and contribute effectively as a team member or leader where appropriate.

Teaching methods

Hawthorn

Assessment

Content

• Marketing strategy, customer value and value exchange
• Marketing’s role in sustaining organisational performance and competitive advantage
• Market analysis and insight generation
• Understanding markets and customers for strategic decision-making
• Segmentation, targeting and positioning
• Brand strategy and value proposition development
• Designing, delivering, and communicating customer value
• Marketing performance measurement, accountability and dashboard thinking
• Ethics, privacy, trust and responsible marketing practices
• Challenges and the future of marketing management in an evolving technology landscape