Marketing Management

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


  • 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


Higher Ed. Semester 2

31 Jul 23 - 29 Oct 23

5 Dec 23

Last self enrolment:
13 Aug 23

31 Aug 23

Last withdraw without fail:
15 Sep 23

More teaching periods
Swinburne Online

Teaching Period 2

10 Jul 23 - 8 Oct 23

31 Oct 23

Last self enrolment:
23 Jul 23

4 Aug 23

Last withdraw without fail:
25 Aug 23

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.