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Marketing (BUSA90243)
Graduate courseworkPoints: 12.5On Campus (Parkville)
About this subject
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January
Overview
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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: 5 September 2024