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Marketing Management for Engineers (ENGM90012)
Graduate courseworkPoints: 12.5Dual-Delivery (Parkville)
Please refer to the return to campus page for more information on these delivery modes and students who can enrol in each mode based on their location.
About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable(opens in new window)
Contact information
Semester 2
Dr Felix Hui
Overview
Availability | Semester 2 - Dual-Delivery |
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Fees | Look up fees |
AIMS
This subject prepares graduate engineers to practice basic marketing in the engineering profession where there is a mutual need and reliance upon their training and skills in both engineering and marketing to satisfy the needs, wants and demands of the market, internally within the organisation, and through the entire supply chain.
INDICATIVE CONTENT
This subject provides an introduction to the basic concepts of marketing, marketing management and marketing engineering. Some of the principal topics include: what is marketing engineering; differences between engineering and consumer products; designing and managing engineering services; sales engineer and managing sales force; online marketing and the internet of things; business-to-business markets; business-to-government markets; company orientation; corporate division and strategic planning; market positioning, segmentation and targeting; marketing mix (product, pricing, place and promotion); marketing plan and strategies; SWOT analysis, understand the legal, economic, sociocultural, natural and technological environments; distribution channels; communications, models and simulations; decision tools; databases and data mining, forecasting; theory and evidence-based decision making; etc.
Intended learning outcomes
INTENDED LEARNING OUTCOMES (ILO)
On completion of this subject the student is expected to:
- Analyse the fundamental principles involved in managing engineering and technological markets
- Understand and develop product, pricing, placement and promotion strategies for engineering services and technological products
- Understand and develop market segmentation and market positioning strategies for engineering and technology markets
- Explain the critical importance of marketing for superior business performance in engineering and technological enterprises
- Analyse market problems and be capable of applying relevant models to generate appropriate solutions to meet challenges in engineering and technological enterprises
- Analyse engineering and marketing data and make informed choices
- Understand and develop a strategic marketing plan for engineering services and technological products
- Understand the code of ethics and professional conduct
- Understand the interrelationships between market trends, innovation, sustainability and communication in engineering and technological enterprises
- Understand how marketing principles, such as branding, can be applied to ensure success in engineering and technological enterprises
- Understand how to market engineering services such as an engineering consultancy, identify business opportunities, build and maintain client networks
- Understand marketing strategies such as collaboration, joint ventures, diversification, integration, and divestment
- Understand how the core competencies of companies can contribute to competitive advantage.
Generic skills
On completion of this subject students should be able to:
- Understand the nature of organisations and how they position themselves in the community as a market
- Be able to apply strategic marketing principles to engineering practice and design
- Appreciate the importance of both technical and social issues that contribute to successful engineering practice including an understanding of market behaviour, demand and supply.
Last updated: 3 November 2022
Eligibility and requirements
Prerequisites
Admission into one of the following streams of the MC-ENG Master of Engineering:
Master of Engineering (Chemical with Business), Master of Engineering (Civil with Business), Master of Engineering (Mechanical with Business), Master of Engineering (Electrical with Business), Master of Engineering (Software with Business)
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
Description | Timing | Percentage |
---|---|---|
Ongoing class participation. Intended Learning Outcomes (ILOs) 1 to 13 are addressed in class participation | Throughout the teaching period | 20% |
Three individual assignments of 1000 words each. ILOs 1 to 13 are addressed in the assignments
| From Week 1 to Week 10 | 30% |
One group assignment/project of 5000 words, in 2 parts, completed in groups of 4-6. ILOs 1 to 13 are addressed in the group assignment
| From Week 7 to Week 12 | 20% |
One oral presentation of 10-20 minutes. ILOs 1 to 13 are addressed in the presentation
| Week 12 | 5% |
One final written exam. ILOs 1 to 13 are addressed in the examination.
| During the examination period | 25% |
Last updated: 3 November 2022
Dates & times
- Semester 2
Principal coordinator Felix Hui Mode of delivery Dual-Delivery (Parkville) Contact hours 36 hours (Lectures: 24 hours per semester; Tutorials: 12 hours per semester) Total time commitment 200 hours Teaching period 26 July 2021 to 24 October 2021 Last self-enrol date 6 August 2021 Census date 31 August 2021 Last date to withdraw without fail 24 September 2021 Assessment period ends 19 November 2021 Semester 2 contact information
Dr Felix Hui
Time commitment details
200 hours
Last updated: 3 November 2022
Further information
- Texts
Prescribed texts
Recommended texts and other resources
Philip Kotler and Kevin Keller, Marketing Management, 15th edition. Pearson Eduation Ltd.
Gary L. Lilien and Arvind Rangaswamy, Marketing Engineering, 2nd Edition. Trafford Publishing.
- Related Handbook entries
This subject contributes to the following:
Type Name Specialisation (formal) Chemical with Business Specialisation (formal) Civil with Business Specialisation (formal) Electrical with Business Specialisation (formal) Biomedical with Business Specialisation (formal) Mechanical with Business Specialisation (formal) Software with Business - 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: 3 November 2022