This unit aims to critically review the major decisions faced by marketing decision makers in their efforts to harmonise the organisation's objectives, capabilities, and resources with marketplace needs and opportunities. This unit allows students to evaluate contemporary practices of marketing: the creation of value for customers and firms, along with the strategies and methods marketers use to successfully operate in today's dynamic environment. The unit reflects on the major trends in the managerial practice of marketing and the teaching pedagogy is crafted around applied learning content, case study analysis, collaborative decision making and reflective reasoning.
Unit details
Location:
Study level:
Postgraduate
Credit points:
12
Unit code:
BHO6505
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Learning Outcomes
| 1. | Analyse and exemplify how the key elements of the marketing mix influence management practices within their profession; | ||
| 2. | Contextualise and evaluate marketing management principles across industries and within profit, governmental and 'not-for-profit' organisations; | ||
| 3. | Critically analyse marketing theory and literature to current disciplinary practice in order to reflect upon how organisations can better deliver value to their customers and stakeholders; | ||
| 4. | Formulate strategic marketing decisions and plans based on knowledge of marketing perspectives, decision-making tools, strategic practices and frameworks; and | ||
| 5. | Extrapolate from theoretical concepts and principles to propose and justify courses of action which facilitate decision making in a variety of marketing management contexts, both locally and globally. |
Assessment
Melbourne campuses
Students studying under the VU Block Model.
| Assessment type | Description | Grade |
|---|---|---|
| Report | Case Analysis Report (2 components - 15%+15%) | 30% |
| Presentation | Group Presentation | 25% |
| Project | Group Marketing Plan | 45% |
Other locations
| Assessment type | Description | Grade |
|---|---|---|
| Assignment | Internal or external situation analysis | 10% |
| Other | Development of a marketing management strategy | 40% |
| Report | Marketing plan evaluation and recommendations for improvement | 50% |
Required reading
Marketing Management 5th edn
Iacobucci, D., 2017.
Cengage Learning
Where to next?
As part of a course
This unit is studied as part of the following courses. Refer to the course page for information on how to apply for the course.
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