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Marketing Management for Engineers (ENGM90012)
Graduate courseworkPoints: 12.5Dual-Delivery (Parkville)
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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 |
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 in a sustainable manner.
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. The principles of sustainability will apply throughout the subject.
Intended learning outcomes
On completion of this subject the student is expected to:
- Analyse the fundamental principles involved in managing engineering and technological markets and apply these to engineering products and services.
- Analyse market problems, engineering data, marketing data, conduct market research, and be capable of applying relevant models, market segmentation, market positioning strategies to generate appropriate solutions and make informed choices to meet challenges in a range of engineering and technological enterprises, in a sustainable manner.
- Analyse and develop product, pricing, placement and promotion strategies for engineering services and technological products, collaboration, joint ventures, diversification, integration, and divestment to enhance the core competencies of engineering and technological companies with aim to identify business opportunities, and build and maintain client networks.
- Analyse the interrelationships between market trends, branding, innovation, sustainability and communication and services in engineering and technological enterprises and engineering consultancies and apply these to appropriate business situations encountered by engineering companies.
- Develop a strategic marketing plan for engineering services and technological products in a range of situations such as consumer marketing, industrial marketing and marketing of engineering services in engineering consultancies, that complies with the code of ethics and professional conduct.
Generic skills
- Commercial awareness
- Independent, self-directed learning skills
- Interpersonal skills and team skills
- Research skills
- Team work skills in apply strategies to engineering practice
- Critical problem solving
- Documentation and preparation of reports
Last updated: 31 January 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: 31 January 2024
Assessment
Description | Timing | Percentage |
---|---|---|
Ongoing class participation . In the form of short weekly tutorial exercises. Intended Learning Outcomes (ILOs) 1- 5 are addressed in class participation.
| Throughout the teaching period | 20% |
Two individual assignments of a workload equivalent to 750 words each. (20 hours each - 40 hours in total (of work required)) ILOs 1-5 are addressed in this assessment.
| Weeks 4 and 10 | 30% |
One group assignment/project of 5000 words, in 2 parts, completed in groups of 6. ILOs 1-5 are addressed in the group assignment.
| From Week 7 to Week 12 | 20% |
One group oral presentation of 10-20 minutes, assessed as a group of 6. ILOs 1- 5 are addressed in the presentation.
| Week 12 | 5% |
One final written exam. ILOs 1 to 5 are addressed in the examination.
| During the examination period | 25% |
Last updated: 31 January 2024
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 25 July 2022 to 23 October 2022 Last self-enrol date 5 August 2022 Census date 31 August 2022 Last date to withdraw without fail 23 September 2022 Assessment period ends 18 November 2022 Semester 2 contact information
Dr Felix Hui
Time commitment details
200 hours
Last updated: 31 January 2024
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) Biomedical with Business Specialisation (formal) Chemical with Business Specialisation (formal) Civil with Business Specialisation (formal) Mechanical with Business Specialisation (formal) Software with Business Specialisation (formal) Electrical 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: 31 January 2024