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.

2021 teaching periods


Higher Ed. Semester 2

2 Aug 21 - 31 Oct 21

7 Dec 21

Last self enrolment:
15 Aug 21

31 Aug 21

More teaching periods

Swinburne Online

Teaching Period 2

5 Jul 21 - 3 Oct 21

26 Oct 21

Last self enrolment:
18 Jul 21

30 Jul 21





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.