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MPK732 - Marketing Management


2020 unit information

Important Update:

Classes and seminars in Trimester 3, 2020 will be online.

Last updated: 5 October 2020

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:Trimester 1: Pandora Kay
Trimester 3: Allison Ringer
Trimester 2: Allison Ringer


Incompatible with: MBA720, MPR732, MPT732
Typical study commitment:

Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit.

Scheduled learning activities - campus:

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

Scheduled learning activities - cloud:

1 x 3 hour seminar (livestreamed and recordings provided) per week + 3 x 1.5 hour online seminar (livestreamed with recordings provided) per trimester


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.


These are the Unit Learning Outcomes (ULO) for this Unit
At the completion of this Unit, successful students can:

Deakin Graduate Learning Outcomes


Evaluate the key concepts, models and theories upon which the practice of marketing is based.

GLO1: Discipline-specific knowledge and capabilities
GLO4: Critical thinking


Apply the fundamental principles involved in managing marketing.

GLO1: Discipline-specific knowledge and capabilities
GOL5: Problem solving


Analyse marketing problems and be capable of applying relevant concepts, models and theories to generate appropriate solutions.

GLO1: Discipline-specific knowledge and capabilities
GLO4: Critical thinking
GLO5: Problem solving

ULO4 Communicate an in-depth understanding of a range of issues, practices, models and phenomena in marketing.

GLO1: Discipline-specific knowledge and capabilities
GLO2: Communication
GLO3: Digital literacy


These Unit Learning Outcomes are applicable for all teaching periods throughout the year


Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week 
Assessment 1 (Group of 2 - 3) - Case study exercise 3000 words 30% Week 10
Assessment 2 (Individual): Blogging 1600 words 20%

Weeks 7

Examination 2 hours 50% Exam period

The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.

Hurdle requirement

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

Learning Resource

The texts and reading list for the unit can be found on the University Library via the link below: MPK732 Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.

Unit Fee Information

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