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Managing for Value Creation (MKTG90037)
Graduate courseworkPoints: 12.5Online and Dual-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
Summer Term
Mr Mike Brooke mike.brooke@unimelb.edu.au
Semester 1
Dr Fang-Chi Lu fangchi.lu@unimelb.edu.au
Semester 2
A/Prof Erik Mooi erik.mooi@unimelb.edu.au
Overview
Availability | Summer Term - Online Semester 1 - Dual-Delivery Semester 2 - Dual-Delivery |
---|---|
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: 2 February 2023
Eligibility and requirements
Prerequisites
None
Corequisites
None
Non-allowed subjects
Code | Name | Teaching period | Credit Points |
---|---|---|---|
MKTG90038 | Value Creation Strategies |
Term 2 (Online)
Term 4 (Online)
|
12.5 |
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: 2 February 2023
Assessment
Description | Timing | Percentage |
---|---|---|
Group presentation (groups of 3-4)
| Throughout the teaching period | 10% |
Group assignment (groups of 3-4) comprising 20 minute presentation and 1000 word written summary
| First half of the teaching period | 20% |
Group assignment (groups of 3-4)
| Second half of the teaching period | 20% |
End of semester exam
| During the examination period | 50% |
Additional details
Important online examination information: This examination is the equivalent of a 2-hour assessment; however, students are provided with 3-hours to accommodate the time that will be required for typesetting of mathematical expressions and/or the uploading of documents.
Last updated: 2 February 2023
Dates & times
- Summer Term - Online
Principal coordinator Mike Brooke Mode of delivery Online Contact hours 36 hours ( 2 x 1.5hr lecture plus 2 x 1.5hr workshop each week) Total time commitment 170 hours Teaching period 4 January 2021 to 14 February 2021 Last self-enrol date 12 January 2021 Census date 22 January 2021 Last date to withdraw without fail 5 February 2021 Assessment period ends 22 February 2021 Summer Term contact information
Mr Mike Brooke mike.brooke@unimelb.edu.au
- Semester 1 - Dual-Delivery
Principal coordinator Fang-Chi Lu Mode of delivery Dual-Delivery (Parkville) Contact hours 36 hours (1.5hr lecture plus 1.5hr workshop each week) Total time commitment 170 hours Teaching period 1 March 2021 to 30 May 2021 Last self-enrol date 12 March 2021 Census date 31 March 2021 Last date to withdraw without fail 7 May 2021 Assessment period ends 25 June 2021 Semester 1 contact information
Dr Fang-Chi Lu fangchi.lu@unimelb.edu.au
- Semester 2 - Dual-Delivery
Principal coordinator Erik Mooi Mode of delivery Dual-Delivery (Parkville) Contact hours 36 hours (1.5hr lecture plus 1.5hr workshop each week) Total time commitment 170 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
A/Prof Erik Mooi erik.mooi@unimelb.edu.au
Time commitment details
Estimated total time commitment of 170 hours per semester
Last updated: 2 February 2023
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: 2 February 2023