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Managing for Value Creation (MKTG90037)
Graduate courseworkPoints: 12.5On Campus (Parkville)
About this subject
Contact information
Summer Term
Summer:
Mr Michael Brooke
mike.brooke@unimelb.edu.au
Semester 1:
Mr Michael Brooke
Semester 2:
Dr Erik Mooi
Semester 1
Summer:
Mr Michael Brooke
mike.brooke@unimelb.edu.au
Semester 1:
Mr Michael Brooke
Semester 2:
Dr Erik Mooi
Semester 2
Summer:
Mr Michael Brooke
mike.brooke@unimelb.edu.au
Semester 1:
Mr Michael Brooke
Semester 2:
Dr Erik Mooi
Overview
| Availability | Summer Term Semester 1 Semester 2 |
|---|---|
| Fees | Look up fees |
This marketing subject exposes students to an integrated perspective of the firm, how it interfaces with its environment, and how it creates and sustains value. Value creation occurs through interactions of a firm with its stakeholders (including its customers) and is central to marketing. The subject builds a conceptual framework to examine the choices (marketing) managers face in determining how best to create value, and how these choices may be shaped by key stakeholders including government, society, trading partners, customers, employees and competitors. A key focus of this subject is on value creation as a cross disciplinary and cross firm activity. As such, the focus is on value creation from multiple disciplinary perspectives including marketing, strategy, entrepreneurship, HRM, supply chain management and organisational design.
Intended learning outcomes
Identify a range of strategies for positioning the firm to maximize value potential in dynamic competitive environments.
Generic skills
On successful completion of this subject, students should have improved the following generic skills:
- Critical evaluation of evidence in support of an argument or proposition;
- Problem solving in management through the ability to define, structure, and prioritise issues; and collect and analyse data to test ideas;
- Communication of business-related ideas, theories and solutions to peers and the wider community;
- Ability to synthesize ideas, theories and data in developing solutions to business problems;
- Ethical practice through a knowledge of corporate governance processes and implementation;
- Research skills including the retrieval of information from a variety of sources;
- Teamwork through collaborative exercises in workshops and assessment.
Last updated: 9 April 2024