This unit aims to critically review the major decisions faced by marketing decision makers in their efforts to harmonize the organization'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 and 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

Victoria University Online
Study level:
Credit points:
Unit code:

Learning Outcomes

On successful completion of this unit, students will be able to:
  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 how organizations can better deliver value to their customers and stakeholders;  
  4. Apply knowledge of marketing perspectives, decision tools, strategic practices and frameworks to formulate strategic marketing decisions and plans; 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.  


Melbourne campuses

Students studying under the VU Block Model.

Assessment type Description Grade
Test Online Test 20%
Other Discussion and reflection 40%
Report Preparing a marketing plan (group work) 40%

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 15th Edn
Kotler, P., and Leller, K. L., 2016
Harlow, Pearson.

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.

You can choose to study this unit as part of the following courses. Refer to the course page for information on how to structure your course to include this unit.

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