Marketing for Managers (MGMT90045)

Graduate courseworkPoints: 12.5Not available in 2025

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Overview

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This subject introduces the basic theoretical framework of marketing including segmentation, buyer behaviour, product management, market communications, channel management and pricing decisions. Students are also introduced to basic concepts in market research, management or marketing programs and marketing ethics.

Intended learning outcomes

Students who successfully complete this subject should:



  • Understand the nature and challenges of being market oriented.
  • Know how to define markets and segment them, as well as how to target market segments and position with them.
  • Appreciate the complexities of customer behaviours and in particular the role of the customer’s unconscious thoughts and emotions.
  • Understand and analyse the nature of the customer experience and understand how integrated branding and communications can be used to improve the customer experience.

Generic skills

On successful completion of this subject students should have enhanced their skills in:

  • Ethical behaviour in leadership and organisations
  • Analysis and problem solving
  • Capacity for intellectual curiosity, creativity and independent thought
  • Communication of key ideas and theories within the discipline areas
  • Capacity for effective teamwork and collaboration
  • Information retrieval and application in relation to practical problems.

Last updated: 4 March 2025

Eligibility and requirements

Prerequisites

Admission into one of the following:

  • MC-ENT Master of Enterprise
  • MC-SCM150 Master of Supply Chain Management

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

Take-home exam

  • 1000 words (equivalent)
Due Tuesday after course delivery20%

Assignment

  • 1500 words
4 Weeks after the end of teaching30%

Field project

  • 3000 words
8 Weeks after the end of teaching50%

Last updated: 4 March 2025

Dates & times

Not available in 2025

Time commitment details

Estimated total time commitment of 170 hours per semester

Last updated: 4 March 2025

Further information

  • Texts

    Prescribed texts

    Course materials are provided to all participants.

  • Related Handbook entries

    This subject contributes to the following:

    TypeName
    CourseMaster of Supply Chain Management
  • Links to additional information

    http://mbs.unimelb.edu.au/study/degrees/master-of-enterprise/overview

  • 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: 4 March 2025