MPK732 - Marketing Management

Unit details

Note: You are seeing the 2018 view of this unit information. These details may no longer be current.
Year2018 unit information
Enrolment modes:Trimester 1: Burwood (Melbourne), Online
Trimester 2: Burwood (Melbourne), Online
Trimester 3: Burwood (Melbourne), Online
Credit point(s):1
EFTSL value:0.125
Previously coded as:MMK732
Prerequisite:

Nil

Corequisite:Nil
Incompatible with: MBA704, MBA720, MBR704, MPR732, MPT732
Contact hours:

Campus: 1 x 3 hour seminar (livestreamed with recordings provided) per week

Cloud(online): 1 x 3 hour seminar (livestreamed and recordings provided) per week + 3 x 1.5 hour online seminar (livestreamed with recordings provided) per trimester

Tri-1 Unit Chair

Trimester 1:  Ho Yin Wong

Tri 2 Unit Chair

Trimester 2:  Pandora Kay

Tri 3 Unit Chair

Trimester 3:  Pandora Kay

Content

This unit examines the transformative and integrative marketing management process. A variety of topics are addressed to provide participants with key tools to take away from this exciting discipline. These include marketing strategy and planning; marketing research; segmentation, targeting and positioning; consumer behaviour; pricing considerations and approaches; integrated marketing communications; product strategy and new product development; managing place; and marketing evaluation/metrics. Marketing Management introduces participants to core marketing concepts and techniques, and importantly encourages the application of these to real world contexts.

Assessment

Assessment 1 (Group of 2 - 3) - Case study exercise (3,000 words) - 30%

Assessment 2 (Individual): Blogging (1,600 words) - 20%

Examination: (2-hours) - 50%

Hurdle requirement: achieve at least 50% of the marks available on the examination

Unit Fee Information

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