MBA704 - Marketing, Positioning and Consumers
Unit details
| Year: | 2023 unit information |
|---|---|
| Enrolment modes: | Trimester 1: Online |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Unit Chair: | Trimester 1: Paul Harrison Trimester 3: Paul Harrison |
| Cohort rule: | For students enrolled in D713, M701, M501, M543, M601, M703 |
| 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 - online: | Trimester 1: Online independent and collaborative learning activities 1 x 3 hour weekly scheduled online seminar (recordings provided). Trimester 3: Online independent and collaborative learning activities 3 x full day scheduled online seminar (recordings provided). |
Note:*Note: Trimester 3 will be taught in Block mode on the following dates: Block 1: Thursday 16 November, 2023 Block 2: Thursday 7 December, 2023 Block 3: Thursday 11 January, 2024 | |
Content
The unit examines the role of marketing, reputation, behaviour change, and the consumer interface with the organisation through the three main domains of marketing activity, viz., marketing strategy, consumer behaviour, and positioning, while also considering the impact of consumption on people, planet, and profits. It blends foundational marketing concepts with a focus on decision-making at an executive level, emerging phenomena in marketing, risk assessment, stakeholder management, 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 |
|---|---|---|
| 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. | GLO4: Critical thinking |
| ULO4 | Communicate a sophisticated understanding of a range of issues, practices, models and phenomena in marketing. | GLO1: Discipline-specific knowledge and capabilities |
Assessment
| Assessment Description | Student output | Grading and weighting (% total mark for unit) | Indicative due week |
|---|---|---|---|
| Assessment 1: (Individual) Blog | 1000 words | 20% | Week 6 |
| Assessment 2: (Group of 5) | 20 minutes | 40% | Week 8 |
| Assessment 3: (Individual) Case study - Report (Analytical) | 3000 words | 40% | Week 11 |
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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