+61 399196100 Monday-Friday, 8:30am-5pm (AEST)
Enquire

Marketing Management

Unit code: BHO6505 | Study level: Postgraduate
Credit points
12
(One credit point is usually equivalent to one hour of study per week)
Location
City Campus
City Flinders
Victoria University Online
VU Sydney
Prerequisites
N/A
Overview
Enquire

Overview

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.

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 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

For Melbourne campuses

Assessment type: Report
|
Grade: 50%
Case Analysis Report (2 components - 20%+30%)
Assessment type: Presentation
|
Grade: 10%
Group Presentation
Assessment type: Project
|
Grade: 40%
Group Marketing Plan

Other locations

For students studying at Victoria University Online
Assessment type: Assignment
|
Grade: 10%
Internal or external situation analysis
Assessment type: Other
|
Grade: 40%
Development of a marketing management strategy
Assessment type: Report
|
Grade: 50%
Marketing plan evaluation and recommendations for improvement

This unit will adopt a student-centred learning model where learning comes from network of relationships between instructors, peers, and industry sources. Peer support and information exchange will be facilitated by online learning through the VU Online Learning Management System. It is expected that students allocate approximately 8 hours per week for online activities and independent study.

REQUIRED TEXTS:All resources will reside in the LMS and will be co -designed by a subject matter expert (SME) and Learning Designer (LD). No purchase of textbooks required.

Required reading

Marketing Management
Iacobucci, D., 2017.| Cengage Learning

As part of a course

This unit is studied as part of the following course(s):

Graduate Certificate in Business
BTBU
Graduate Certificate in Business Administration
BTPF
Graduate Certificate in Marketing
BTKM
Graduate Diploma in Business Administration
BGPB
Master of Business Administration
BMPF
Master of Business Administration (Global)
BMAG
Master of Business Administration (Professional)
BMAB
Master of Digital Media
AMDM
Master of Management
BMMN
Master of Marketing
BMKT

Refer to the course page for information on how to apply for the course. VU takes care to ensure the accuracy of this unit information, but reserves the right to change or withdraw courses offered at any time. Please check that unit information is current with the Student Contact Centre.

Search for units, majors & minors