Marketing (BUSA90243)

Graduate courseworkPoints: 12.5On Campus (Parkville)

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Overview

Availability(Quotas apply)
January
April
June
September
FeesLook 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: 4 March 2025

Eligibility and requirements

Prerequisites

pre-req GD and MBA students

Code Name Teaching period Credit Points
BUSA90532 Business Essentials
January (On Campus - Parkville)
April (On Campus - Parkville)
 25
BUSA90552 Business Essentials
January (On Campus - Parkville)
September (On Campus - Parkville)
April (On Campus - Parkville)
June (On Campus - Parkville)
 12.5
BUSA90480 Leadership
Summer Term (On Campus - Parkville)
March (On Campus - Parkville)
March (On Campus - Parkville)
September (On Campus - Parkville)
June (On Campus - Parkville)
 6.25
BUSA90556 Business Essentials for Managers
July (Online)
October (Online)
September (Online)
Summer Term (Online)
March (Online)
May (Online)
 12.5
BUSA90557 Leadership in a Changing World
October (Online)
March (Online)
 6.25

Code Name Teaching period Credit Points
BUSA90481 Managerial Ethics & Business Environment
September (On Campus - Parkville)
March (On Campus - Parkville)
April (On Campus - Parkville)
Summer Term (On Campus - Parkville)
June (On Campus - Parkville)
 6.25
BUSA90558 Ethics for Managers
October (Online)
March (Online)
 6.25

pre-req cert students

Code Name Teaching period Credit Points
BUSA90532 Business Essentials
January (On Campus - Parkville)
April (On Campus - Parkville)
 25
BUSA90552 Business Essentials
January (On Campus - Parkville)
September (On Campus - Parkville)
April (On Campus - Parkville)
June (On Campus - Parkville)
 12.5

Admission into the PR-BA Professional Certificate in Business Administration, GC-BA Graduate Certificate in Business Administration

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: 4 March 2025

Assessment

DescriptionTimingPercentage

Contribution to class learning: Attendance at lectures and workshops, instructor evaluation of contribution to class learning

  • 500 words (equivalent)
Throughout the teaching period15%

Syndicate project: Report (4 - 5 students in each group)

  • 1500 words (each)
Throughout the teaching period25%

Syndicate project: Presentation (4 - 5 students in each group)

  • 1000 words (each)
Week 910%

Final examination

  • 2 hours
Hurdle requirement: Students are required to pass the final examination to pass the subject		End of the teaching period50%

Last updated: 4 March 2025

Quotas apply to this subject

Dates & times

  • January
    Mode of deliveryOn Campus (Parkville)
    Contact hours30 hours
    Total time commitment140 hours
    Pre teaching start date 6 January 2025
    Pre teaching requirementsstudents are required to complete approximately 15 hours of readings to prepare for the subject during pre-teaching period
    Teaching period13 January 2025 to 23 March 2025
    Last self-enrol date 8 December 2024
    Census date24 January 2025
    Last date to withdraw without fail28 February 2025
    Assessment period ends28 March 2025

    January contact information

    Melbourne Business School

    Degree Program Services

    Email: programservices@mbs.edu

  • April
    Mode of deliveryOn Campus (Parkville)
    Contact hoursOne 3 hour session a week x 10 weeks
    Total time commitment140 hours
    Pre teaching start date31 March 2025
    Pre teaching requirementsstudents are required to complete approximately 15 hours of readings to prepare for the subject during pre-teaching period
    Teaching period 7 April 2025 to 15 June 2025
    Last self-enrol date 2 February 2025
    Census date 2 May 2025
    Last date to withdraw without fail23 May 2025
    Assessment period ends20 June 2025
  • June
    Mode of deliveryOn Campus (Parkville)
    Contact hoursOne 3 hour session a week x 10 weeks
    Total time commitment140 hours
    Pre teaching start date23 June 2025
    Pre teaching requirementsstudents are required to complete approximately 15 hours of readings to prepare for the subject during pre-teaching period
    Teaching period30 June 2025 to 7 September 2025
    Last self-enrol date20 April 2025
    Census date11 July 2025
    Last date to withdraw without fail15 August 2025
    Assessment period ends12 September 2025
  • September
    Mode of deliveryOn Campus (Parkville)
    Contact hoursOne 3 hour session a week x 10 weeks
    Total time commitment140 hours
    Pre teaching start date15 September 2025
    Pre teaching requirementsstudents are required to complete approximately 15 hours of readings to prepare for the subject during pre-teaching period
    Teaching period22 September 2025 to 30 November 2025
    Last self-enrol date13 July 2025
    Census date 3 October 2025
    Last date to withdraw without fail 7 November 2025
    Assessment period ends 5 December 2025

What do these dates mean

Visit this webpage to find out about these key dates, including how they impact on:

  • Your tuition fees, academic transcript and statements.
  • And for Commonwealth Supported students, your:
       -  Student Learning Entitlement. This applies to all students enrolled in a Commonwealth Supported Place (CSP).
     

    Subjects withdrawn after the census date (including up to the ‘last day to withdraw without fail’) count toward the Student Learning Entitlement.

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.

 

Last updated: 4 March 2025

Further information

Last updated: 4 March 2025