MBA704 - Marketing, Positioning and Consumers


2021 unit information

Enrolment modes: Trimester 1: Burwood (Melbourne), Cloud (online)
Trimester 2: Burwood (Melbourne), Cloud (online)
Credit point(s): 1
EFTSL value: 0.125
Cohort rule:

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



Corequisite: Nil
Incompatible with: MBA720, MBT720, MPK732, MPR732, MPT732
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

3 hour seminars in a campus/located environment (or an online setting); three podcasts and six online modules.

Scheduled learning activities - cloud (online)

8 x 3 hour online seminars; three podcasts, and six online modules.


The unit covers the three main domains of marketing activity, viz., marketing management, segementation 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. 

Unit Fee Information

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