Marketing Management

MKT60010 12.5 Credit Points Hawthorn Available to incoming Study Abroad and Exchange students


  • One Semester or equivalent

Contact hours

  • 36

On-campus unit delivery combines face-to-face and digital learning.

2022 teaching periods


Higher Ed. Semester 2

1 Aug 22 - 30 Oct 22

6 Dec 22

Last self enrolment:
14 Aug 22

31 Aug 22

Last withdraw without fail:
16 Sep 22

More teaching periods
Swinburne Online

Teaching Period 3

7 Nov 22 - 5 Feb 23

28 Feb 23

Last self enrolment:
20 Nov 22

2 Dec 22

Last withdraw without fail:
23 Dec 22





Aims and objectives

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.

Students who successfully complete this unit will be able to:
1. Apply coherent and advanced knowledge of the role of marketing in the entrepreneurship and innovation process in various different contexts, demonstrating critical thinking.
2. Critically analyse the nature of the marketing concept as it applies to goods, services, social causes and ideas, experiences and events.
3. Apply knowledge of marketing management fundamentals to a range of marketing strategies using marketing management tools to resolve complex marketing issues.
4. Communicate proficiently and collaboratively in professional practice to a variety of audiences, and working in diverse teams.