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MPK732 - Marketing Management

Unit details


2017 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:MMK732
EFTSL value:0.125
Unit chair:

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



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


This unit examines the integrative nature of the marketing management process. Topics addressed 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. The unit not only introduces participants to core marketing concepts and techniques, but also encourages the application of these to real world contexts.


Assessment 1 (Group of 2 - 3) - Case study exercise (2500 words) - 25%

Assessment 2 (Individual): Blogging (2500 words) - 25%

Examination: (2 hours) - 50%

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

Unit Fee Information

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