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

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 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.  


Melbourne campuses

Students studying under the VU Block Model.

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

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.