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MBA720 - Marketing Management

Unit details

Year2018 unit information
Enrolment modes:Trimester 1: Burwood (Melbourne), Cloud (online)
Trimester 2: Burwood (Melbourne), Cloud (online)
Trimester 3: Burwood (Melbourne), Cloud (online)
Credit point(s):1
Previously coded as:MPK732
EFTSL value:0.125
Cohort rule:

For students enrolled in course version D713, H702, M501, M538, M601, M638, M701, M703, M738 only

Unit chair:

Andrea Vocino





Incompatible with:

MPR732, MPT732, MPK732, MBT720

Contact hours:

Campus: 1 x 3 hour seminar per week

Cloud (online): 1 x 3 hour seminar (livestreamed with recordings provided) per week


This unit examines the integrative nature of the marketing process in contemporary organisations. Topics addressed include the marketing environment; marketing research; segmentation, targeting and positioning; consumer behaviour; pricing considerations and approaches; integrated marketing communications; product strategy and new product development; managing place; international marketing; marketing planning, implementation and control.  The unit not only introduces participants to core marketing concepts and techniques, but also encourages the application of these within the context of participants' work environment, along with experiential learning activities in both the cloud and on-campus.


Assessment 1 (Group of 2-3) Case study exercise, 3000 words - 30%

Assessment 2 (Individual) Blogging, 1600 words -20%

Time Limited Assignment (7 days) - 50%

Hurdle requirements: Students must submit all assessment items.

Unit Fee Information

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