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Marketing for Managers (MGMT90045)
Graduate courseworkPoints: 12.5Not available in 2024
Overview
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This subject introduces the basic theoretical framework of marketing including segmentation, buyer behaviour, product management, market communications, channel management and pricing decisions. Students are also introduced to basic concepts in market research, management or marketing programs and marketing ethics.
Intended learning outcomes
Students who successfully complete this subject should:
- Understand the nature and challenges of being market oriented.
- Know how to define markets and segment them, as well as how to target market segments and position with them.
- Appreciate the complexities of customer behaviours and in particular the role of the customer’s unconscious thoughts and emotions.
- Understand and analyse the nature of the customer experience and understand how integrated branding and communications can be used to improve the customer experience.
Generic skills
On successful completion of this subject students should have enhanced their skills in:
- Ethical behaviour in leadership and organisations
- Analysis and problem solving
- Capacity for intellectual curiosity, creativity and independent thought
- Communication of key ideas and theories within the discipline areas
- Capacity for effective teamwork and collaboration
- Information retrieval and application in relation to practical problems.
Last updated: 9 April 2024
Eligibility and requirements
Prerequisites
Admission into one of the following:
- MC-ENT Master of Enterprise
- MC-SCM150 Master of Supply Chain Management
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: 9 April 2024
Assessment
| Description | Timing | Percentage |
|---|---|---|
Take-home exam
| Due Tuesday after course delivery | 20% |
Assignment
| 4 Weeks after the end of teaching | 30% |
Field project
| 8 Weeks after the end of teaching | 50% |
Last updated: 9 April 2024
Dates & times
Not available in 2024
Time commitment details
Estimated total time commitment of 170 hours per semester
Last updated: 9 April 2024
Further information
- Texts
Prescribed texts
Course materials are provided to all participants.
- Related Handbook entries
This subject contributes to the following:
Type Name Course Master of Supply Chain Management Course Master of Public Administration (Enhanced) - Links to additional 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: 9 April 2024