MPK732 - Marketing Management
| Year: | 2020 unit information |
|---|---|
| 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 |
| Prerequisite: | Nil |
| Corequisite: | Nil |
| Incompatible with: | MBA720, 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 | 1 x 3 hour seminar (livestreamed with recordings provided) per week |
| Scheduled learning activities - cloud (online) | 1 x 3 hour seminar (livestreamed and recordings provided) per week + 3 x 1.5 hour online seminar (livestreamed with recordings provided) per trimester |
Content
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.
Hurdle requirement
Hurdle requirement: achieve at least 50% of the marks available on the examination
Unit Fee Information
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