Marketing Management

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


  • One Semester or equivalent

Contact hours

  • 36

2020 teaching periods


Higher Ed. Semester 2

3 Aug 20 - 1 Nov 20

8 Dec 20

Last self enrolment:
16 Aug 20

31 Aug 20

More teaching periods

Swinburne Online

Teaching Period 3

2 Nov 20 - 7 Feb 21

2 Mar 21

Last self enrolment:
15 Nov 20

27 Nov 20





Aims and objectives

The aim of this unit is to provide professionals a framework for marketing. The unit is taught from a marketing management perspective and examines the scope and role of the marketing discipline, equipping participants with the tools for the management, analysis, development and implementation of marketing strategies. 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.