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Marketing (BUSA90246)
Graduate courseworkPoints: 12.5Online
About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable (login required)(opens in new window)
Contact information
Overview
Availability | May - Online |
---|---|
Fees | Look up fees |
To be successful, organisations need to recognise, create, grow, and protect market-based assets that influence demand. This subject focuses on the challenges organisations face in managing demand, and how to address those challenges with optimal demand-side strategies. Students learn how brand equity, the existing customer base, and support from channels (e.g., intermediaries such as retailers) constitute the most important market-based assets, as these assets help produce market outcomes such as sales growth, price premiums, market share and customer retention and referral. Additionally, students 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, measure value from the customer's perspective and develop products/services that provide value
- Segment a market based on differences in value (perceived and desired) across customers
- Identify a segment of customers and evaluate the segment's attractiveness to the organisation
- Create a unique and attractive value proposition for the organisation's brands
- Capture, communicate, and deliver value via pricing, communications, and channel management
- Manage portfolios of brands and customers
Last updated: 31 January 2024
Eligibility and requirements
Prerequisites
Code | Name | Teaching period | Credit Points |
---|---|---|---|
No longer available | |||
BUSA90552 | Business Essentials |
September (On Campus - Parkville)
January (On Campus - Parkville)
April (On Campus - Parkville)
Summer Term (Online)
July (On Campus - Parkville)
|
12.5 |
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: 31 January 2024
Assessment
Description | Timing | Percentage |
---|---|---|
individual case preparation and discussion and contribution to class learning
| Throughout the teaching period | 15% |
Syndicate project; Written syndicate assignment (4 - 5 students in a group)
| End of the teaching period | 30% |
Syndicate presentation (4 - 5 students in a group)
| End of the teaching period | 5% |
Final assignment
| End of the teaching period | 50% |
Last updated: 31 January 2024
Dates & times
- May - Online
Mode of delivery Online Contact hours Total time commitment 170 hours Teaching period 13 May 2024 to 21 June 2024 Last self-enrol date 13 May 2024 Census date 23 May 2024 Last date to withdraw without fail 7 June 2024 Assessment period ends 28 June 2024
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.
Last updated: 31 January 2024
Further information
- Texts
Prescribed texts
There are no specifically prescribed or recommended texts for this subject.
- 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: 31 January 2024