Handbook home
Marketing (BUSA90243)
Graduate courseworkPoints: 12.5On Campus (Parkville)
About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable(opens in new window)
Contact information
January
April
June
Overview
Availability(Quotas apply) | January April June September |
---|---|
Fees | Look up fees |
The Marketing subject focuses on the challenges faced by organisations in managing demand, and how to address those challenges with optimal demand-side strategies. To be successful, organisations have to be able to recognise, create, grow, and protect market-based assets that influence demand. Brand equity, the installed base of customers, and support from channels (e.g., intermediaries such as retailers) constitute the most important market-based assets that help produce market outcomes such as sales growth, price premiums, market share, customer share, customer retention, customer referrals, and addressable markets.
In this subject, students will learn how (and which) marketing investments help develop market-based assets, how market-based assets translate into market outcomes, and how market outcomes in turn help in ensuring the long-term survival and success of organisations.
Intended learning outcomes
Upon completion of this subject, students will be able to:
1. Develop and manage the demand-based growth strategies for the firm. To achieve this objective, students need to:
- Understand the value of market-based assets, including brands, customer bases, and channel support.
- Be able to identify and evaluate the vulnerability (risk) of, and opportunities in, their market-based assets.
- Understand how their market-based assets translate into demand outcomes for the firm.
- Be able to identify and evaluate sources of demand-based growth (e.g., retention, share of wallet, share of market, referral, margin and addressable markets).
- Be able to identify and evaluate strategies that will help a firm succeed along each of the growth dimensions.
2. Manage demand-side strategies for the firm. To achieve this objective, students need to able to apply the following activities:
- Value management: Understand the concept of value from the customer’s perspective; be able to measure value and develop products/services that provide value.
- Segmentation: Be able to segment a market based on the differences in value (perceived and desired) across customers
- Targeting: Be able to identify and evaluate what makes a segment of customers attractive to the firm,
- Positioning: Be able to create a unique and attractive selling proposition for the firm’s brands
- Marketing mix management: Be able to capture, communicate, and deliver value via pricing, communications, and channel management.
- Product management: Be able to manage portfolios of brands
- Customer management: Be able to manage portfolios of customers.
Last updated: 3 November 2022
Eligibility and requirements
Prerequisites
Code | Name | Teaching period | Credit Points |
---|---|---|---|
BUSA90480 | Leadership |
Summer Term (On Campus - Parkville)
September (On Campus - Parkville)
February (On Campus - Parkville)
June (On Campus - Parkville)
April (On Campus - Parkville)
|
6.25 |
Corequisites
None
Non-allowed subjects
None
Inherent requirements (core participation requirements)
The University of Melbourne is committed to providing students with reasonable adjustments to assessment and participation under the Disability Standards for Education (2005), and the Assessment and Results Policy (MPF1326). Students are expected to meet the core participation requirements for their course. These can be viewed under Entry and Participation Requirements for the course outlines in the Handbook.
Further details on how to seek academic adjustments can be found on the Student Equity and Disability Support website: http://services.unimelb.edu.au/student-equity/home
Last updated: 3 November 2022
Assessment
Additional details
- Contribution to class learning (5%)
- Attendance at lectures and workshops, instructor evaluation of contribution to class learning
- Throughout subject
- 9 x individual case preparation and discussion (10%)
- Each equivalent of indivdiual 100 word assessment
- Throughout subject
- Syndicate project
-
- Written syndicate assignment (equivalent of individual 1100 word assessment) (30%)
- Syndicate presentation (equivalent of individual 500 word assessment) (5%)
- Week 9)
- Final examination (50%)
-
- Hurdle requirement
- 2 hours
- End of subject
EMBA:
- Class participation & contribution to learning (10%)
- Throughout subject
- Syndicate project
- Report (2,000 words) (30%)
- Presentation slides (5%)
- Presentation (15 minutes) (5%)
- Class session 13
- Final examination (50%)
- Hurdle requirement
- 90 minutes
- End of subject
Last updated: 3 November 2022
Quotas apply to this subject
Dates & times
- January
Mode of delivery On Campus (Parkville) Contact hours 30 hours Pre teaching start date 8 January 2018 Pre teaching requirements students are required to complete approximately 15 hours of readings to prepare for the subject during pre-teaching period Teaching period 15 January 2018 to 22 March 2018 Last self-enrol date 19 November 2017 Census date 29 January 2018 Last date to withdraw without fail 2 March 2018 Assessment period ends 30 March 2018 January contact information
- April
Mode of delivery On Campus (Parkville) Contact hours 30 hours Pre teaching start date 2 April 2018 Pre teaching requirements students are required to complete approximately 15 hours of readings to prepare for the subject during pre-teaching period Teaching period 9 April 2018 to 14 June 2018 Last self-enrol date 3 April 2018 Census date 20 April 2018 Last date to withdraw without fail 25 May 2018 Assessment period ends 22 June 2018 April contact information
- June
Mode of delivery On Campus (Parkville) Contact hours 30 hours Pre teaching start date 22 June 2018 Pre teaching requirements students are required to complete approximately 15 hours of readings to prepare for the subject during pre-teaching period Teaching period 27 June 2018 to 2 September 2018 Last self-enrol date 29 April 2018 Census date 13 July 2018 Last date to withdraw without fail 10 August 2018 Assessment period ends 4 September 2018 June contact information
- September
Mode of delivery On Campus (Parkville) Contact hours 30 hours Pre teaching start date 17 September 2018 Pre teaching requirements students are required to complete approximately 15 hours of readings to prepare for the subject during pre-teaching period Teaching period 24 September 2018 to 29 November 2018 Last self-enrol date 22 July 2018 Census date 5 October 2018 Last date to withdraw without fail 9 November 2018 Assessment period ends 7 December 2018
Additional delivery details
This subject is only available to students admitted to GD-BA, GD-MKTG, MC-BAPT, MC-BAPTME, or students with permission of the MBA Course coordinator
This subject has a quota of 80 students. Students will be selected on a first come, first serve basis. However if any student is approaching their completion date, they will get priority in enrolment.
This subject is equivalent to BUSA90245 in MC-BAPTME
Last updated: 3 November 2022
Further information
- Texts
Prescribed texts
There are no specifically prescribed or recommended texts for this subject.
- Subject notes
This subject is only available to students admitted to GD-BA, GD-MKTG, MC-BAPT, MC-BAPTME, or students with permission of the MBA Course coordinator
- Related Handbook entries
This subject contributes to the following:
Last updated: 3 November 2022