Marketing Management

Course aim

To introduce students to marketing thought, equip them with skills and knowledge to adopt a marketing approach to business practice and prepare them for advanced marketing studies.

Course content

This course encourages students to understand key theoretical marketing concepts including: Basic Marketing Concepts through to Advanced Marketing Management; Dealing with competition - Market orientation and Market-based performance; Dealing with competition - Marketing strategies - Price, Segmentation & Brand Management, Other MBA’s, Channels and Communication; Understanding the customer – value, metrics, equity and equity analysis; Directing the corporation – customer equity management, market intelligence and strategies for the firm.

Textbook(s)

Kotler, P and Keller, K L 2012, A framework for marketing management, 5th edn, Prentice Hall, New Jersey

Prerequisite(s)

Nil

Corequisite(s)

Nil

Teaching method

Component	Duration
INTERNAL, CITY WEST
Seminar	3 hours x 10 weeks
EXTERNAL, CITY WEST, DISTANCE EDUCATION
External (Online discussion groups and online staff consultation)	3 hours x 10 weeks

Note: These components may or may not be scheduled in every study period. Please refer to the timetable for further details.

Assessment

Examination, Individual Reflective Journal, Team Research Project: 3 - 4 students per group

Fees

EFTSL*: 0.125
Commonwealth Supported program (Band 3)
To determine the fee for this course as part of a Commonwealth Supported program, go to:
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Fee-paying program for domestic and international students
International students and students undertaking this course as part of a postgraduate fee paying program must refer to the relevant program home page to determine the cost for undertaking this course.

Non-award enrolment
Non-award tuition fees are set by the university. To determine the cost of this course, go to:
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Not all courses are available on all of the above bases, and students must check to ensure that they are permitted to enrol in a particular course.

* Equivalent Full Time Study Load. Please note: all EFTSL values are published and calculated at ten decimal places. Values are displayed to three decimal places for ease of interpretation.