Marketing Management

    Unit code: BHO6505 | Study level: Postgraduate
    12
    (Generally, 1 credit = 10 hours of classes and independent study.)
    City Campus
    Victoria University Online
    VU Brisbane
    VU Sydney
    N/A
    Overview
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    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%
    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

    Required reading

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

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