1. Handbook
  2. Subjects
  3. Marketing

Marketing (BUSA90245)

Graduate courseworkPoints: 12.5On Campus (Parkville)

You’re viewing the 2025 Handbook:
Or view archived Handbooks

Overview

Availability
July
FeesLook up fees

The Marketing course focuses on the design, development and implementation of successful marketing strategy in contemporary organisations. It is based on the identification, creation, growth and protection of market-based assets that influence demand. The course present students with the management issues of marketing analysis, marketing planning and marketing implementation in a range of contexts, including industrial and consumer markets and private and public sectors. Marketing utilises a range of pedagogies including lectures, tutorials, cases studies, projects and applied exercises.

Intended learning outcomes

On completion of this subject, students should be able to:



  • develop an organisational marketing orientation;
  • evaluate and manage critical market-based assets;
  • undertake a marketing analysis and draft a marketing plan;
  • apply theories of consumer and organisational purchasing behaviour;
  • segment and target markets and apply positioning strategies;
  • apply marketing mix elements in positioning and differentiating an offering;
  • apply product management frameworks including life cycle and portfolio models, and new product development models;
  • apply brand management frameworks in marketing strategy;
  • apply integrated marketing communications frameworks for the management of advertising, selling and promotions;
  • explain value concepts in pricing and apply effective pricing models in a range of marketing situations;
  • apply channel management principles in the design, maintenance and evaluation of market access functions.

Last updated: 8 November 2024