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
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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
Case Study Written analysis of case questions 10%
Presentation Topic presentations (group work) 20%
Report Preparing a marketing plan (group work) 30%
Examination Final examination 40%

Other locations

Assessment type Description Grade
Case Study Written analysis of case questions 25%
Presentation Topic Presentations 15%
Report Marketing Plan 35%
Other Online discussion 25%

Required reading

Marketing Management 1st edition, Australia
Iacobucci, Dawn (2015)
Cengage Learning

ISBN-10: 1285429958 | ISBN-13: 9781285429953

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