Marketing (BUSA90243)
Graduate courseworkPoints: 12.5On Campus (Parkville)
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About this subject
Contact information
January
Please refer to the LMS for up-to-date subject information, including assessment and participation requirements, for subjects being offered in 2020.
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:
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 strategies that will help a firm succeed along each of the growth dimensions.
- 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).
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
- Positioning: Be able to create a unique and attractive selling proposition for the firm's brands
- Targeting: Be able to identify and evaluate what makes a segment of customers attractive to the firm,
- Customer management: Be able to manage portfolios of customers.
- 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
Last updated: 3 November 2022
Eligibility and requirements
Prerequisites
| Code | Name | Teaching period | Credit Points |
|---|---|---|---|
| BUSA90480 | Leadership |
September (On Campus - Parkville)
March (On Campus - Parkville)
Summer Term (On Campus - Parkville)
June (On Campus - Parkville)
September (On Campus - Parkville)
March (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
Due to the impact of COVID-19, assessment may differ from that published in the Handbook. Students are reminded to check the subject assessment requirements published in the subject outline on the LMS
| Description | Timing | Percentage |
|---|---|---|
Contribution to class learning: Attendance at lectures and workshops, instructor evaluation of contribution to class learning | Throughout the teaching period | 5% |
9 x individual case preparation and discussion: Each equivalent of indivdiual 100 word assessment
| Throughout the teaching period | 10% |
Syndicate project: Written syndicate assignment (equivalent of individual 1100 word assessment) (30%); Syndicate presentation (equivalent of individual 500 word assessment) (5%)
| Week 9 | 35% |
Final examination
| End of the teaching period | 50% |
Additional details
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 Total time commitment 170 hours Pre teaching start date 6 January 2020 Pre teaching requirements students are required to complete approximately 15 hours of readings to prepare for the subject during pre-teaching period Teaching period 13 January 2020 to 19 March 2020 Last self-enrol date 1 December 2019 Census date 24 January 2020 Last date to withdraw without fail 28 February 2020 Assessment period ends 26 March 2020 January contact information
- April
Mode of delivery On Campus (Parkville) Contact hours 30 hours Total time commitment 170 hours Pre teaching start date 30 March 2020 Pre teaching requirements students are required to complete approximately 15 hours of readings to prepare for the subject during pre-teaching period Teaching period 6 April 2020 to 11 June 2020 Last self-enrol date 2 February 2020 Census date 24 April 2020 Last date to withdraw without fail 22 May 2020 Assessment period ends 18 June 2020 - June
Mode of delivery On Campus (Parkville) Contact hours Total time commitment 170 hours Pre teaching start date 22 June 2020 Pre teaching requirements students are required to complete approximately 15 hours of readings to prepare for the subject during pre-teaching period Teaching period 29 June 2020 to 3 September 2020 Last self-enrol date 26 April 2020 Census date 17 July 2020 Last date to withdraw without fail 14 August 2020 Assessment period ends 11 September 2020 - September
Mode of delivery On Campus (Parkville) Contact hours 30 hours Total time commitment 170 hours Pre teaching start date 14 September 2020 Pre teaching requirements students are required to complete approximately 15 hours of readings to prepare for the subject during pre-teaching period Teaching period 21 September 2020 to 26 November 2020 Last self-enrol date 19 July 2020 Census date 9 October 2020 Last date to withdraw without fail 13 November 2020 Assessment period ends 3 December 2020
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
- Subject notes
- Related Handbook entries
This subject contributes to the following:
- Available to Study Abroad and/or Study Exchange Students
Last updated: 3 November 2022