Managing for Value Creation (MKTG90037)
Graduate courseworkPoints: 12.5On Campus (Parkville)
About this subject
Contact information
Summer Term
Ms Bernadette van Lunenburg bernadette.van@unimelb.edu.au
Semester 1
Ms Bernadette van Lunenburg bernadette.van@unimelb.edu.au
Semester 2
Dr Fang-Chi Lu fangchi.lu@unimelb.edu.au
Overview
| Availability(Quotas apply) | Summer Term Semester 1 Semester 2 |
|---|---|
| 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: 4 March 2025
Eligibility and requirements
Prerequisites
Corequisites
Non-allowed subjects
| Code | Name | Teaching period | Credit Points |
|---|---|---|---|
| MKTG90038 | Value Creation Strategies |
Term 4 (Online)
Term 2 (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: 4 March 2025
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% |
Last updated: 4 March 2025
Quotas apply to this subject
Dates & times
- Summer Term
Principal coordinator Bernadette van Lunenburg Mode of delivery On Campus (Parkville) Contact hours 36 hours (two 3 hour seminars per week for 6 weeks) Total time commitment 170 hours Teaching period 7 January 2025 to 17 February 2025 Last self-enrol date 11 January 2025 Census date 17 January 2025 Last date to withdraw without fail 7 February 2025 Assessment period ends 24 February 2025 Summer Term contact information
Ms Bernadette van Lunenburg bernadette.van@unimelb.edu.au
- Semester 1
Principal coordinator Bernadette van Lunenburg Mode of delivery On Campus (Parkville) Contact hours 36hrs (one 3-hour seminar per week) Total time commitment 170 hours Teaching period 3 March 2025 to 1 June 2025 Last self-enrol date 14 March 2025 Census date 31 March 2025 Last date to withdraw without fail 9 May 2025 Assessment period ends 27 June 2025 Semester 1 contact information
Ms Bernadette van Lunenburg bernadette.van@unimelb.edu.au
- Semester 2
Coordinator Fang-Chi Lu Mode of delivery On Campus (Parkville) Contact hours 36hrs (one 3-hour seminar per week) Total time commitment 170 hours Teaching period 28 July 2025 to 26 October 2025 Last self-enrol date 8 August 2025 Census date 1 September 2025 Last date to withdraw without fail 26 September 2025 Assessment period ends 21 November 2025 Semester 2 contact information
Dr Fang-Chi Lu fangchi.lu@unimelb.edu.au
Time commitment details
Estimated total time commitment of 170 hours per semester
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 has a quota:
Summer - 140 students
Places in the subject are offered to the first students enrolling during the self enrolment period. Once the quota is reached, places will only become available if enrolled students withdraw. Students seeking a place in this subject should check their enrolment regularly for availability.
Last updated: 4 March 2025
Further information
- Texts
- 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.
Please note Single Subject Studies via Community Access Program is not available to student visa holders or applicants
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
Last updated: 4 March 2025