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MPK732 - 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
EFTSL value:0.125
Previously coded as:MMK732
Unit chair:

John Hall (Trimester 1), Pandora Kay (Trimester 2)

Prerequisite:

Nil

Corequisite:Nil
Incompatible with:

MPR732, MPT732

Contact hours:

Campus: 1 x 3 hour seminar per week 

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

Content

This unit examines the transformative and integrative marketing management process. A variety of topics are addressed to provide participants with key tools to take away from this exciting discipline. These include marketing strategy and planning; marketing research; segmentation, targeting and positioning; consumer behaviour; pricing considerations and approaches; integrated marketing communications; product strategy and new product development; managing place; and marketing evaluation/metrics. Marketing Management introduces participants to core marketing concepts and techniques, and importantly encourages the application of these to real world contexts.

Assessment

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

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

Examination: (2 hours) - 50%

Hurdle requirement: achieve at least 50% of the marks available on the examination

Unit Fee Information

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