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MBR704 - Marketing, Positioning and Consumers (Residential)

Year:

2021 unit information

Enrolment modes:

Not offered in 2021

Credit point(s):1
EFTSL value:0.125
Cohort rule:

For students enrolled in M701, M501, M601, M703, M738, D713, H702

Prerequisite:

MBA071

Corequisite:Nil
Incompatible with: MBA704, MBA720, MBT720, MPK732, 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.

In-person attendance requirements:

This unit requires students to attend six days of intensive study at Waurn Ponds Estate, Geelong.


Dates: to be advised.

Note:

Conference fees for residential units are in addition to the tuition fee and vary depending on the type of accommodation chosen. For further information please visit the Intensive Units webpage.

Content

This unit covers the three main domains of marketing activity: marketing activities, positioning strategies and an understanding of the consumer. It blends foundational marketing concepts with emerging phenomena around digital and social media, analytics and big data. Important digital literacy, communication and problem-solving skills are emphasised.

ULO These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: Deakin Graduate Learning Outcomes
ULO1

Evaluate the key concepts, models and theories upon which the practice of marketing in small, medium and large organisations is based.

GLO1: Discipline-specific knowledge and capabilities

GLO4: Critical thinking

ULO2

Apply the fundamental principles involved in managing marketing from an executive and director perspective to achieve appropriate organisational outcomes

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

ULO3

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

GLO3: Digital literacy

GLO4: Critical thinking

ULO4

 Communicate a sophisticated understanding of a range of issues, practices, models and phenomena in marketing.

GLO2: Communication

GLO3: Digital literacy

GLO4: Critical thinking

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

Assessment

Assessment Description Student output Grading and weighting
(% total mark for unit)		 Indicative due week 

Assessment 1 (Individual)- Weblogs/podcasts

 Information not yet available 30% Information not yet available
Assessment 2 (Group of max 4 students)- Oral presentation 20 minutes 30% Information not yet available
Assessment 3 (Individual)- Written Report 3000 words 40% Information not yet available

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.

Learning Resource

Texts and reading lists for units can be found on the University Library via the following link. 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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