Marketing Management

Unit code: BHO6505 | Study level: Postgraduate
Credit points
12
(Generally, 1 credit = 10 hours of classes and independent study.)
Location
City Campus
VU Brisbane
VU Online
VU Sydney
Prerequisites
N/A
Overview
Enquire

Overview

This unit aims to critically review the major decisions faced by marketing decision makers in their efforts to harmonise the organisation’s objectives, capabilities, and resources with marketplace needs and opportunities. This unit allows students to evaluate contemporary practices of marketing: the creation of value for customers and firms, along with the strategies and methods marketers use to successfully operate in today's dynamic environment. The unit reflects on the major trends in the managerial practice of marketing and the teaching pedagogy is crafted around applied learning content, case study analysis, collaborative decision making and reflective reasoning.

Learning Outcomes

On successful completion of this unit, students will be able to:

  1. Analyse and exemplify how the key elements of the marketing mix influence management practices within their profession;
  2. Contextualise and evaluate marketing management principles across industries and within profit, governmental and ‘not-for-profit’ organisations;
  3. Critically analyse marketing theory and literature to current disciplinary practice in order to reflect upon how organisations can better deliver value to their customers and stakeholders;
  4. Formulate strategic marketing decisions and plans based on knowledge of marketing perspectives, decision-making tools, strategic practices and frameworks; and
  5. Extrapolate from theoretical concepts and principles to propose and justify courses of action which facilitate decision making in a variety of marketing management contexts, both locally and globally.
  6. Participate in an academic community through reflective and critical engagement in academic texts and understanding of principles of academic integrity.

Assessment

For Melbourne campuses

Assessment type: Report
|
Grade: 50%
Case Analysis Report (2 components - 20%+30%)
Assessment type: Presentation
|
Grade: 10%
Group Presentation
Assessment type: Project
|
Grade: 40%
Group Marketing Plan
Assessment type: Other
|
Grade: 0%
Evidence of completion of the Academic Integrity Modules (Hurdle)

Other locations

For students studying at VU Online
Assessment type: Assignment
|
Grade: 10%
External situation analysis
Assessment type: Other
|
Grade: 40%
Development of a marketing management strategy
Assessment type: Report
|
Grade: 50%
Marketing plan evaluation and recommendations for improvement
Assessment type: Other
|
Grade: 0%
Evidence of completion of the Academic Integrity Modules (Hurdle)

This unit will adopt a student-centred learning model where learning comes from network of relationships between instructors, peers, and industry sources. Peer support and information exchange will be facilitated by online learning through the VU Online Learning Management System. It is expected that students allocate approximately 8 hours per week for online activities and independent study.



REQUIRED TEXTS:All resources will reside in the LMS and will be co -designed by a subject matter expert (SME) and Learning Designer (LD). No purchase of textbooks required.

Required reading

Marketing Management
Iacobucci, D., 2017.| Cengage Learning

As part of a course

This unit is studied as part of the following course(s):

Graduate Certificate in Business
BTBU | Graduate certificate | Duration: 8 months
Graduate Certificate in Business Administration
BTPF | Graduate certificate | Duration: 0.5 years
Graduate Certificate in Marketing
BTKM | Graduate certificate | Duration: 0.5 years
Graduate Diploma in Business Administration
BGPB | Graduate diploma | Duration: 1 year
Master of Business Administration
BMPF | Masters (coursework) degree | Duration: 1.5 years
Master of Business Administration (Global)
BMAG | Masters (coursework) degree | Duration: 2 years
Master of Digital Media
AMDM | Masters (coursework) degree | Duration: 2 years
Master of Management
BMMN | Masters (coursework) degree | Duration: 2 years
Master of Marketing
BMKT | Masters (coursework) degree | Duration: 2 years

Refer to the course page for information on how to apply for the course. VU takes care to ensure the accuracy of this unit information, but reserves the right to change or withdraw courses offered at any time. Please check that unit information is current with the Student Contact Centre.

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