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MPK732 - Marketing Management

Unit details

Year

2016 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:

N Robertson

Prerequisite:

Nil

Corequisite:Nil
Incompatible with:

MPR732, MPT732

Contact hours:

Campus: 1 x 3 hour seminar per week 

Cloud(online): Learning resources are via CloudDeakin

Content

This unit examines the integrative nature of the marketing management process. 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.

Assessment

Assessment 1 (group of 2 - 3 students) - Case study exercise - 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

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