MBA704 - Marketing, Positioning and Consumers


2023 unit information

Enrolment modes: Trimester 1: Online
Trimester 3: Online
Credit point(s): 1
EFTSL value: 0.125
Cohort rule:

For students enrolled in D713, M701, M501, M543, M601, M703 



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 - cloud (online)

T1: Online independent and collaborative learning activities 1 x 3-hour weekly scheduled online seminar (recordings provided).

T3: Online independent and collaborative learning activities 3 x full day scheduled online seminar (recordings provided).


Note: Trimester 3 will be taught in Block mode on the following dates:

Block 1: Thursday 16 November, 2023 

Block 2: Thursday 7 December, 2023 

Block 3: Thursday 11 January, 2024 


The unit examines the role of marketing, reputation, behaviour change, and the consumer interface with the organisation through the three main domains of marketing activity, viz., marketing strategy, consumer behaviour, and positioning, while also considering the impact of consumption on people, planet, and profits. It blends foundational marketing concepts with a focus on decision-making at an executive level, emerging phenomena in marketing, risk assessment, stakeholder management, and problem solving.

Unit Fee Information

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