Marketing Management

Course aim

To prepare students with skills and knowledge for advanced marketing studies and develop students' analytical capacity to tackle marketing problems in business practice.

Course content

This course encourages students to explain and apply key theoretical marketing concepts including: Basic marketing concepts through to advanced marketing management; Dealing with competition - Market orientation, Market-based performance; Marketing strategies - Price, Segmentation, Brand management, Other market based assets, 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

2 x Concept Tests (2 x 20% of final grade for course), Open book individual defence of project recommendations., Research Project in 2 Parts. PART A: Individual component - industry and company research and analysis (1000 words); PART B: Group component - interpretation of analysis, theory application and solution design (2000 words).

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.