Marketing Management
Duration
- One Semester or equivalent
Contact hours
- 24 hours face to face + blended
On-campus unit delivery combines face-to-face and digital learning.
2023 teaching periods
Hawthorn Higher Ed. Semester 2 |
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Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Swinburne Online Teaching Period 2 |
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Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
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.
Unit Learning Outcomes (ULO)
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 in professional practice to a variety of audiences and operate as a member or leader of a team. Unit information in detail
- Teaching methods, assessment and content.
Teaching methods
Hawthorn
Type | Hours per week | Number of Weeks | Total |
On Campus Class | 2 | 12 | 24 |
Online (asynchronous lecture) | 1 | 12 | 12 |
Unspecified Activities Independent Learning | 9.5 | 12 | 114 |
TOTAL | 150 hours |
Swinburne Online
Type | Hours per week | Number of Weeks | Total |
Online Activities | 12.5 | 12 | 150 |
TOTAL | 150 hours |
Assessment
Types | Individual/Group Role | Weighting | Unit Learning Outcomes (ULOs) |
Assignment 1 Part A | Individual | 10-20% | 1,2,4 |
Assignment 1 Part B | Individual | 20-30% | 1,2,4 |
Assignment 2 | Individual | 25-45% | 1,2,3,4 |
Report | Group | 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
• 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.
Reading materials
Students are advised to check the unit outline in the relevant teaching period for appropriate textbooks and further reading.