MPK732 - Marketing Management
Unit details
Year | 2018 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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