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
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 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. |
Assessment
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?
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