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Marketing (BUSA90243)
Graduate courseworkPoints: 12.5Dual-Delivery (Parkville) and On Campus (Parkville)
From 2023 most subjects will be taught on campus only with flexible options limited to a select number of postgraduate programs and individual subjects.
To learn more, visit COVID-19 course and subject delivery.
About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable(opens in new window)
Contact information
January
Overview
| Availability(Quotas apply) | January - Dual-Delivery April - Dual-Delivery July - On Campus September - On Campus |
|---|---|
| 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:
- Explain the concept of value from the customer's perspective; be able to measure value and develop products/services that provide value
- Segment a market based on the differences in value (perceived and desired) across customers
- Identify and evaluate what makes a segment of customers attractive to the firm
- Create a unique and attractive selling proposition for the firm's brands
- Capture, communicate, and deliver value via pricing, communications, and channel management
- Manage portfolios of brands
- Manage portfolios of customers
Last updated: 12 November 2022
Eligibility and requirements
Prerequisites
| Code | Name | Teaching period | Credit Points |
|---|---|---|---|
| BUSA90480 | Leadership |
April (On Campus - Parkville)
September (On Campus - Parkville)
March (Dual-Delivery - Parkville)
June (Dual-Delivery - 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: 12 November 2022
Assessment
| 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: 12 November 2022
Quotas apply to this subject
Dates & times
- January - Dual-Delivery
Mode of delivery Dual-Delivery (Parkville) Contact hours 30 hours Total time commitment 140 hours Pre teaching start date 10 January 2022 Pre teaching requirements students are required to complete approximately 15 hours of readings to prepare for the subject during pre-teaching period Teaching period 17 January 2022 to 25 March 2022 Last self-enrol date 12 December 2021 Census date 28 January 2022 Last date to withdraw without fail 4 March 2022 Assessment period ends 1 April 2022 January contact information
- April - Dual-Delivery
Mode of delivery Dual-Delivery (Parkville) Contact hours 30 hours Total time commitment 140 hours Pre teaching start date 4 April 2022 Pre teaching requirements students are required to complete approximately 15 hours of readings to prepare for the subject during pre-teaching period Teaching period 11 April 2022 to 17 June 2022 Last self-enrol date 6 February 2022 Census date 22 April 2022 Last date to withdraw without fail 27 May 2022 Assessment period ends 24 June 2022 - July - On Campus
Mode of delivery On Campus (Parkville) Contact hours Total time commitment 140 hours Pre teaching start date 27 June 2022 Pre teaching requirements students are required to complete approximately 15 hours of readings to prepare for the subject during pre-teaching period Teaching period 4 July 2022 to 9 September 2022 Last self-enrol date 24 April 2022 Census date 15 July 2022 Last date to withdraw without fail 19 August 2022 Assessment period ends 16 September 2022 - September - On Campus
Mode of delivery On Campus (Parkville) Contact hours 30 hours Total time commitment 140 hours Pre teaching start date 19 September 2022 Pre teaching requirements students are required to complete approximately 15 hours of readings to prepare for the subject during pre-teaching period Teaching period 26 September 2022 to 2 December 2022 Last self-enrol date 17 July 2022 Census date 7 October 2022 Last date to withdraw without fail 11 November 2022 Assessment period ends 9 December 2022
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: 12 November 2022
Further information
- Texts
Prescribed texts
There are no specifically prescribed or recommended texts for this subject.
- Subject notes
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
- Related Handbook entries
This subject contributes to the following:
Type Name Course Master of Business Administration Course Master of Marketing Course Graduate Diploma in Business Administration Course Master of Marketing Course Master of Business Administration Course Graduate Diploma in Marketing Course Master of Marketing - 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: 12 November 2022