Marketing Management
Duration
- One Semester or equivalent
Contact hours
- 36
2020 teaching periods
Hawthorn
| Higher Ed. Semester 2 | ||
|---|---|---|
Dates: Results: Last self enrolment: Census: |
Swinburne Online
| Teaching Period 3 | ||
|---|---|---|
Dates: Results: Last self enrolment: Census: |
Prerequisites
Nil
Corequisites
Nil
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.
Unit information in detail
- Teaching methods, assessment, general skills outcomes and content.
Teaching methods
Face to Face Mode:
Scheduled hours: Seminar (3 hours x 12 weeks)
Online Mode (SOL):
Engaging with online content and discussions
Student workload:
For all teaching and learning structures (both face to face and online), students are expected to spend an average of 150 hours per unit in total over the duration of the study period
This includes all:
• Scheduled teaching and learning events and activities (contact hours timetabled in a face-to-face teaching space) and scheduled online learning events (contact hours scheduled in an online teaching space), and
To be successful, students should:
• Read all prescribed materials and/or view videos in preparation for each class
• Attend and engage in all scheduled classes (face to face or online)
• Start assessment tasks well ahead of the due date, and submit assessments promptly
• Read / listen to all feedback carefully, and consider it for future assessment
• Engage with fellow students and teaching staff (don’t hesitate to ask questions)
Scheduled hours: Seminar (3 hours x 12 weeks)
Online Mode (SOL):
Engaging with online content and discussions
Student workload:
For all teaching and learning structures (both face to face and online), students are expected to spend an average of 150 hours per unit in total over the duration of the study period
This includes all:
• Scheduled teaching and learning events and activities (contact hours timetabled in a face-to-face teaching space) and scheduled online learning events (contact hours scheduled in an online teaching space), and
• Non-scheduled learning events and activities (including directed online learning activities, assessments, independent study, student group meetings, and research
• Read all prescribed materials and/or view videos in preparation for each class
• Attend and engage in all scheduled classes (face to face or online)
• Start assessment tasks well ahead of the due date, and submit assessments promptly
• Read / listen to all feedback carefully, and consider it for future assessment
• Engage with fellow students and teaching staff (don’t hesitate to ask questions)
Assessment
1. Assignment 1 (Individual) 20-30%
2. Assignment 2 (Group) 30-40%
3. Take Home Case Study (Individual) 30-50%
2. Assignment 2 (Group) 30-40%
3. Take Home Case Study (Individual) 30-50%
General skills outcomes
During this unit students will receive feedback on the following key generic skills:
• analysis skills
• communication skills
• ability to tackle unfamiliar problems
• ability to work independently
• teamwork skills
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.