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Marketing Management for Engineers (ENGM90012)

Graduate courseworkPoints: 12.5On Campus (Parkville)

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Year of offer2019
Subject levelGraduate coursework
Subject codeENGM90012
Semester 2
FeesSubject EFTSL, Level, Discipline & Census Date


This subject prepares graduate engineers to practice basic marketing in the engineering profession where there is a mutual need and reliance upon their training and skills in both engineering and marketing to satisfy the needs, wants and demands of the market, internally within the organisation, and through the entire supply chain.

This subject provides an introduction to the basic concepts of marketing, marketing management and marketing engineering. Some of the principal topics include: what is marketing engineering; differences between engineering and consumer products; designing and managing engineering services; sales engineer and managing sales force; online marketing and the internet of things; business-to-business markets; business-to-government markets; company orientation; corporate division and strategic planning; market positioning, segmentation and targeting; marketing mix (product, pricing, place and promotion); marketing plan and strategies; SWOT analysis, understand the legal, economic, sociocultural, natural and technological environments; distribution channels; communications, models and simulations; decision tools; databases and data mining, forecasting; theory and evidence-based decision making; etc.

Intended learning outcomes


On completion of this subject the student is expected to:

  1. Analyse the fundamental principles involved in managing engineering and technological markets
  2. Understand and develop product, pricing, placement and promotion strategies for engineering services and technological products
  3. Understand and develop market segmentation and market positioning strategies for engineering and technology markets
  4. Explain the critical importance of marketing for superior business performance in engineering and technological enterprises
  5. Analyse market problems and be capable of applying relevant models to generate appropriate solutions to meet challenges in engineering and technological enterprises
  6. Analyse engineering and marketing data and make informed choices
  7. Understand and develop a strategic marketing plan for engineering services and technological products
  8. Understand the code of ethics and professional conduct
  9. Understand the interrelationships between market trends, innovation, sustainability and communication in engineering and technological enterprises
  10. Understand how marketing principles, such as branding, can be applied to ensure success in engineering and technological enterprises
  11. Understand how to market engineering services such as an engineering consultancy, identify business opportunities, build and maintain client networks
  12. Understand marketing strategies such as collaboration, joint ventures, diversification, integration, and divestment
  13. Understand how the core competencies of companies can contribute to competitive advantage.

Generic skills

On completion of this subject students should be able to:

  • Understand the nature of organisations and how they position themselves in the community as a market
  • Be able to apply strategic marketing principles to engineering practice and design
  • Appreciate the importance of both technical and social issues that contribute to successful engineering practice including an understanding of market behaviour, demand and supply.

Eligibility and requirements


Admission into one of the following streams of the MC-ENG Master of Engineering:

Master of Engineering (Chemical with Business), Master of Engineering (Civil with Business), Master of Engineering (Mechanical with Business), Master of Engineering (Electrical with Business), Master of Engineering (Software with Business)



Non-allowed subjects


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


Additional details

  • Ongoing class participation (10%). Intended Learning Outcomes (ILOs) 1 to 13 are addressed in class participation
  • Three individual assignments (15%) of 1000 words each, due in week 5, requiring 15–20 hours of work in total. ILOs 1 to 13 are addressed in the assignments
  • One group assignment (20%) of 5000 words, due in week 12, completed in groups of 4-6 and requiring 25–30 hours of work per team member. ILOs 1 to 13 are addressed in the group assignment
  • One oral presentation (5%) of 10-20 minutes, held in week 11-12, requiring 5–10 hours of preparation. ILOs 1 to 13 are addressed in the presentation
  • One 2 hour final exam (50%) held during the end of semester examination period. ILOs 1 to 13 are addressed in the examination.

Dates & times

  • Semester 2
    Principal coordinatorFelix Hui
    Mode of deliveryOn Campus — Parkville
    Contact hours36 hours (Lectures: 24 hours per semester; Tutorials: 12 hours per semester)
    Total time commitment200 hours
    Teaching period29 July 2019 to 27 October 2019
    Last self-enrol date 9 August 2019
    Census date31 August 2019
    Last date to withdraw without fail27 September 2019
    Assessment period ends22 November 2019

    Semester 2 contact information

Time commitment details

200 hours

Further information

  • Texts

    Prescribed texts

    Recommended texts and other resources

    Philip Kotler and Kevin Keller, Marketing Management, 15th edition. Pearson Eduation Ltd.

    Gary L. Lilien and Arvind Rangaswamy, Marketing Engineering, 2nd Edition. Trafford Publishing.

  • 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.

    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

    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: 22 August 2019