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MKT5000 Marketing Management

Semester 2, 2022 Springfield On-campus
Units : 1
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Business
Grading basis : Graded
Course fee schedule : /current-students/administration/fees/fee-schedules

Staffing

Examiner:

Overview

Marketing creates value – for customers, shareholders and society as a whole. It does this by creating alignment between what customers’ value and what organisations offer. Marketing management offers an opportunity to learn skills and techniques that help enterprises better understand the value preferences and perceptions of their customers (a prerequisite to adding value to them), and ways of utilising that understanding to focus the value-co-creating and communicating activities of the firm into areas where they will be the most effective. Local and national professional requirements are met through accreditation by a professional marketing body, the Australian Marketing Institute (AMI).

In this course, students learn about the foundation principles and elements of marketing from a management perspective in the context of a global and rapidly changing environment. The course uses a model of critical thinking and reflection to allow students to explore and test marketing theory with real world examples. The assessment requires students to arrive at their own construction of marketing through critical review, shared discussion and application.

Course learning outcomes

On successful completion of this course, students should be able to:

  1. identify, evaluate and select relevant marketing tools, theory or processes and demonstrate their usage to provide marketing solutions that will increase management effectiveness;
  2. communicate professionally about marketing related issues in a range of modes to achieve targeted outcomes;
  3. self-lead their own contribution to the overarching goal of working in teams or as an individual, participating in problem solving and delivering a coherent piece of professional marketing communication;
  4. source relevant and timely data and to evaluate and reference data and information relevant to solving marketing problems through applied research techniques.

Topics

Description Weighting(%)
1. Understanding Marketing Management 15.00
2. Connecting with Customers 15.00
3. Building Strong Brands 20.00
4. Creating Value 20.00
5. Delivering Value 10.00
6. Communicating Value 20.00

Text and materials required to be purchased or accessed

Kotler, P & Keller, K.L 2016, Marketing Management, 15th edn, Pearson Education Limited, Harlow, Essex, England.
(Global edition.)

Student workload expectations

To do well in this subject, students are expected to commit approximately 10 hours per week including class contact hours, independent study, and all assessment tasks. If you are undertaking additional activities, which may include placements and residential schools, the weekly workload hours may vary.

Assessment details

Approach Type Description Group
Assessment
Weighting (%) Course learning outcomes
Assignments Written Report 1 No 50 1,2,3,4
Assignments Written Report 2 No 50 1,2,3,4
Date printed 10 February 2023