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MPK932 - Marketing Management

Unit details

Year2016 unit information
Enrolment modes:
Credit point(s):1
EFTSL value:0.125
Cohort rule:(For Doctor of Business Administration students only)
Unit chair:

N Robertson

Incompatible with: MPR932
Contact hours:

Campus: 1 x 3 hour seminar per week 

Cloud(online): Learning resources are via CloudDeakin


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The unit consists of 11 modules built around the integrative nature of the marketing process and its role in achieving corporate objectives. Topics include the marketing process; the marketing environment; market research and information systems; segmentation; targeting and positioning; buyer behaviour, pricing consideration and approaches; integrated marketing communication; products and new product development; distribution; international marketing; marketing strategy and planning and the implementation and control of marketing programs. Emphasis is placed on the management decision-making process through the use of case studies. The unit not only introduces participants to core marketing concepts and techniques, but also encourages the application of these within the context of the participants' work environment.


Assessment 1 (individual) - Case study exercises x 2 - 25%

Assessment 2 (group- 2 students) - 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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