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MBA704 - Marketing, Positioning and Consumers

Year:

2022 unit information

Enrolment modes:Trimester 1: Online
Trimester 2: Burwood (Melbourne), Online
Credit point(s):1
EFTSL value:0.125
Unit Chair:Trimester 1: Paul Harrison
Trimester 2: Paul Harrison
Cohort rule:

For students enrolled in D713, H702, M701, M501, M543, M601, M703 or M738

Prerequisite:

Nil

Corequisite:Nil
Incompatible with: 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.

Scheduled learning activities - campus:

Online independent and collaborative learning activities 1 x 3-hour weekly seminar in a campus/located environment (or an online setting)

Scheduled learning activities - cloud:

Online independent and collaborative learning activities 1 x 3-hour weekly scheduled online seminar (recordings provided).

Content

The unit covers the three main domains of marketing activity, viz., marketing management, segmentation and positioning, and an understanding of the consumer. It blends foundational marketing concepts with a focus on decision-making at an executive level, emerging phenomena in marketing, risk assessment, and problem solving. 

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) Blog

 1000 words 20% To be confirmed

Assessment 2: (Group of 5)
Video recording

 20 minutes 40% To be confirmed
Assessment 3: (Individual) Case study 3000 words 40% To be confirmed

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

The texts and reading list for the unit can be found on the University Library via the link below: MBA704 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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