MBR704 - Marketing, Positioning and Consumers (Residential)
Unit details
Year: | 2021 unit information |
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Enrolment modes: | Not offered in 2021 |
Credit point(s): | 1 |
EFTSL value: | 0.125 |
Cohort rule: | For students enrolled in M701, M501, M601, M703, M738, D713, H702 |
Prerequisite: | MBA071 |
Corequisite: | Nil |
Incompatible with: | MBA704, 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. |
In-person attendance requirements: | This unit requires students to attend six days of intensive study at Waurn Ponds Estate, Geelong. |
Note:Conference fees for residential units are in addition to the tuition fee and vary depending on the type of accommodation chosen. For further information please visit the Intensive Units webpage. |
Content
This unit covers the three main domains of marketing activity: marketing activities, positioning strategies and an understanding of the consumer. It blends foundational marketing concepts with emerging phenomena around digital and social media, analytics and big data. Important digital literacy, communication and problem-solving skills are emphasised.
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 GLO4: Critical thinking |
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 GLO2: Communication |
ULO3 | Analyse marketing problems and be capable of applying relevant concepts, models and theories to generate appropriate solutions. | GLO3: Digital literacy GLO4: Critical thinking |
ULO4 | Communicate a sophisticated understanding of a range of issues, practices, models and phenomena in marketing. | GLO2: Communication GLO3: Digital literacy GLO4: Critical thinking |
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 |
Assessment 1 (Individual)- Weblogs/podcasts | Information not yet available | 30% | Information not yet available |
Assessment 2 (Group of max 4 students)- Oral presentation | 20 minutes | 30% | Information not yet available |
Assessment 3 (Individual)- Written Report | 3000 words | 40% | Information not yet available |
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
Texts and reading lists for units can be found on the University Library via the following link. 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
Click on the fee link below which describes you: