MPK732 - Marketing Management
Unit details
| Year: | 2023 unit information |
|---|---|
| Enrolment modes: | Trimester 1: Burwood (Melbourne), Online |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Unit Chair: | Trimester 1: Nichola Robertson |
| Prerequisite: | Nil |
| Corequisite: | Nil |
| Incompatible with: | MBA704, MBA720, MBR704, 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: | 1 x 3 hour seminar (livestreamed with recordings provided) per week
|
| Scheduled learning activities - online: | 1 x 3 hour seminar (livestreamed with recordings provided) per week |
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.
| 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 is based. | GLO1: Discipline-specific knowledge and capabilities |
| ULO2 | Apply the fundamental principles involved in managing marketing. | 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 |
Assessment
| Assessment Description | Student output | Grading and weighting (% total mark for unit) | Indicative due week |
|---|---|---|---|
| Assessment 1:(Individual) Blogging | 1600 words | 20% | Week 5 |
| Assessment 2: (Group of 3) Case study | 3000 words | 30% | Week 10 |
| End-of-unit assessment task: Written response test | Estimated 2 hours, 2000 words | 50% | End-of-unit assessment period |
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.
Hurdle requirement
Hurdle requirement: Achieve at least 50% of the marks available on the end-of-unit assessment to evidence a minimum proficiency in the aligned discipline learning outcomes included in this unit.
Learning Resource
The texts and reading list for the unit can be found on the University Library via the link below: MPK732 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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