MBA704 - Marketing, Positioning and Consumers
Unit details
Year: | 2022 unit information |
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Enrolment modes: | Trimester 1: Online Trimester 2: Burwood (Melbourne), Online |
Credit point(s): | 1 |
EFTSL value: | 0.125 |
Unit Chair: | Trimester 1: Paul Harrison Trimester 2: Paul Harrison |
Cohort rule: | For students enrolled in D713, H702, M701, M501, M543, M601, M703 or M738 |
Prerequisite: | Nil |
Corequisite: | Nil |
Incompatible with: | MBA720, MBT720, MPK732, MPR732, MPT732 |
Typical study commitment: | Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit. |
Scheduled learning activities - campus: | Online independent and collaborative learning activities 1 x 3-hour weekly seminar in a campus/located environment (or an online setting) |
Scheduled learning activities - cloud: | Online independent and collaborative learning activities 1 x 3-hour weekly scheduled online seminar (recordings provided). |
Content
The unit covers the three main domains of marketing activity, viz., marketing management, segmentation and positioning, and an understanding of the consumer. It blends foundational marketing concepts with a focus on decision-making at an executive level, emerging phenomena in marketing, risk assessment, and problem solving.
ULO | These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: | Deakin Graduate Learning Outcomes |
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ULO1 | Evaluate the key concepts, models and theories upon which the practice of marketing in small, medium and large organisations is based | GLO1: Discipline-specific knowledge and capabilities |
ULO2 | Apply the fundamental principles involved in managing marketing from an executive and director perspective to achieve appropriate organisational outcomes | GLO1: Discipline-specific knowledge and capabilities |
ULO3 | Analyse marketing problems and be capable of applying relevant concepts, models and theories to generate appropriate solutions | GLO3: Digital literacy |
ULO4 | Communicate a sophisticated understanding of a range of issues, practices, models and phenomena in marketing | GLO2: Communication |
These Unit Learning Outcomes are applicable for all teaching periods throughout the year
Assessment
Assessment Description | Student output | Grading and weighting (% total mark for unit) | Indicative due week |
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Assessment 1: (Individual) Blog | 1000 words | 20% | To be confirmed |
Assessment 2: (Group of 5) | 20 minutes | 40% | To be confirmed |
Assessment 3: (Individual) Case study | 3000 words | 40% | To be confirmed |
The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.
Learning Resource
The texts and reading list for the unit can be found on the University Library via the link below: MBA704 Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.
Unit Fee Information
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