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Marketing Management (MKTG90004)

Graduate courseworkPoints: 12.5On Campus (Parkville)

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Overview

Availability
Semester 1
Semester 2
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This subject provides an introduction to the basic concepts, principles and activities of marketing and how to manage an organisation's marketing effort. Some of the principal topics include value-based marketing, market research, selecting target markets, product and brand management, marketing communications (advertising and promotions, as well as personal selling), management of distribution channels, pricing decisions and marketing ethics. Students are also introduced to the nature of buyer behaviour, including decision-making patterns, purchase behaviours, and customer satisfaction.

Intended learning outcomes

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

  • Understand the fundamental concepts and principles involved in marketing
  • Explain the critical importance of marketing for superior business performance
  • Analyse marketing problems facing practitioners and firms and apply relevant theories, concepts and models to generate appropriate solutions
  • Analyse various ethical implications facing a marketing manager in their decisions

Generic skills

On successful completion of this subject, students should have improved the following generic skills:

  • Critical evaluation of an argument. For example, that market share does not necessarily create shareholder value because market share often comes at a cost
  • Application of marketing theories to real world marketing practice
  • Problem solving, which should be fostered through the application of appropriate theories or principles. For example, determine when to lower a product price permanently as opposed to using a series of price promotion
  • Oral and written communication
  • Collaborative learning and team work
  • Strategic thinking

Last updated: 9 April 2024

Eligibility and requirements

Prerequisites

None

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

DescriptionTimingPercentage

Seminar preparation

  • 1000 words (equivalent)
Throughout the semester10%

Group presentation (groups of 3-4)

  • 15 minutes
From Week 3 to Week 1110%

Group assignment (groups of 3-4)

  • 6000 words
Week 1230%

End of semester examination

  • 2 hours
During the examination period50%

Last updated: 9 April 2024

Dates & times

  • Semester 1
    CoordinatorTeagan Altschwager
    Mode of deliveryOn Campus (Parkville)
    Contact hours36hrs (one 3-hour seminar per week)
    Total time commitment170 hours
    Teaching period26 February 2024 to 26 May 2024
    Last self-enrol date 8 March 2024
    Census date 3 April 2024
    Last date to withdraw without fail 3 May 2024
    Assessment period ends21 June 2024

    Semester 1 contact information

    Dr Teagan Altschwager teagan.altschwager@unimelb.edu.au

  • Semester 2
    CoordinatorKanika Meshram
    Mode of deliveryOn Campus (Parkville)
    Contact hours36hrs (one 3-hour seminar per week)
    Total time commitment170 hours
    Teaching period22 July 2024 to 20 October 2024
    Last self-enrol date 2 August 2024
    Census date 2 September 2024
    Last date to withdraw without fail20 September 2024
    Assessment period ends15 November 2024

    Semester 2 contact information

    Dr Kanika Meshram kanika.meshram@unimelb.edu.au

Time commitment details

Estimated total time commitment of 170 hours per semester

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: 9 April 2024

Further information

  • Texts

    Prescribed texts

    None

  • Subject notes

    Students in the Master of Accounting, the Master of Management suite of programs, the Master of Business and Information Technology and the second year of the Master of Finance are eligible to undertake this subject.

  • Related Handbook entries

    This subject contributes to the following:

    TypeName
    CourseMaster of Management
    CourseMaster of Marketing Communications
    CourseMaster of Management (Marketing)
  • 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: 9 April 2024