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Managing for Value Creation (MKTG90037)
Graduate courseworkPoints: 12.5On Campus (Parkville)
For information about the University’s phased return to campus and in-person activity in Winter and Semester 2, please refer to the on-campus subjects page.
About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable(opens in new window)
Contact information
Summer Term
Mr Mike Brooke mike.brooke@unimelb.edu.au
Semester 1
Mr Mike Brooke mike.brooke@unimelb.edu.au
Semester 2
A/Prof Fang-Chi Lu fangchi.lu@unimelb.edu.au
Please refer to the LMS for up-to-date subject information, including assessment and participation requirements, for subjects being offered in 2020.
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
On successful completion of this marketing subject, students should be able to:
- Explain the major factors driving effective value creation practices;
- Connect all value creation activities undertaken by firms and articulate the extent to which they are mutually reinforcing;
- Appreciate the importance and role of new product / service development in determining overall value creation performance;
- Describe (marketing) theory relevant to the value creation process;
- Explain the issues and challenges facing organisations managing activities involving value creation in an international context;
- Describe the role and importance of emerging technologies and business models in creating and sustaining value;
- Explain the need for coordinated product and process design within the firm, and between members of the value chain;
- 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
Eligibility and requirements
Prerequisites
None
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: 9 April 2024
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
Semester 1
Description | Timing | Percentage |
---|---|---|
Group presentation (usually in groups of 3-4) comprising: 10 minute presentation, 10 minute Q&A
| Week 6 | 10% |
Group presentation (usually in groups of 3-4) comprising: written summary.
| Week 6 | 10% |
Group assignment (usually in groups of 3-4).
| Week 10 | 30% |
End-of-semester exam.
| During the examination period | 50% |
Semester 2
Description | Timing | Percentage |
---|---|---|
Group presentation (usually in groups of 3-4) comprising: 10 minute presentation, 10 minute Q&A.
| Week 4 | 10% |
Group presentation (usually in groups of 3-4) comprising: written summary.
| Week 4 | 10% |
Group assignment (usually in groups of 3-4).
| Week 10 | 30% |
End-of-semester exam.
| During the examination period | 50% |
Summer Term
Description | Timing | Percentage |
---|---|---|
Group presentation (usually in groups of 3-4) comprising: 10 minute presentation, 10 minute Q&A. Exact date to be announced during the first lecture.
| Early in the teaching period | 10% |
Group presentation (usually in groups of 3-4) comprising: written summary. Exact date to be announced during the first lecture.
| Early in the teaching period | 10% |
Group assignment (usually in groups of 3-4). Exact date to be announced during the first lecture.
| Late in the teaching period | 30% |
End-of-semester exam.
| During the examination period | 50% |
Last updated: 9 April 2024
Dates & times
- Summer Term
Principal coordinator Mike Brooke Mode of delivery On Campus (Parkville) Contact hours 36 hours (two 3 hour seminars per week) Total time commitment 170 hours Teaching period 6 January 2020 to 16 February 2020 Last self-enrol date 14 January 2020 Census date 17 January 2020 Last date to withdraw without fail 7 February 2020 Assessment period ends 24 February 2020 Summer Term contact information
Mr Mike Brooke mike.brooke@unimelb.edu.au
- Semester 1
Principal coordinator Mike Brooke Mode of delivery On Campus (Parkville) Contact hours 36 hours (one 3 hour seminar per week) Total time commitment 170 hours Teaching period 2 March 2020 to 7 June 2020 Last self-enrol date 13 March 2020 Census date 30 April 2020 Last date to withdraw without fail 5 June 2020 Assessment period ends 3 July 2020 Semester 1 contact information
Mr Mike Brooke mike.brooke@unimelb.edu.au
- Semester 2
Principal coordinator Fang-Chi Lu Mode of delivery On Campus (Parkville) Contact hours 36 hours (one 3 hour seminar per week) Total time commitment 170 hours Teaching period 3 August 2020 to 1 November 2020 Last self-enrol date 14 August 2020 Census date 21 September 2020 Last date to withdraw without fail 16 October 2020 Assessment period ends 27 November 2020 Semester 2 contact information
A/Prof Fang-Chi Lu fangchi.lu@unimelb.edu.au
Time commitment details
Estimated total time commitment of 170 hours per semester
Last updated: 9 April 2024
Further information
- Texts
Prescribed texts
There are no specifically prescribed or recommended texts for this subject.
- Related Handbook entries
This subject contributes to the following:
- Available through the Community Access Program
About the Community Access Program (CAP)
This subject is available through the Community Access Program (also called Single Subject Studies) which allows you to enrol in single subjects offered by the University of Melbourne, without the commitment required to complete a whole degree.
Entry requirements including prerequisites may apply. Please refer to the CAP applications page for further information.
- Available to Study Abroad and/or Study Exchange Students
This subject is available to students studying at the University from eligible overseas institutions on exchange and study abroad. Students are required to satisfy any listed requirements, such as pre- and co-requisites, for enrolment in the subject.
Last updated: 9 April 2024