Creative and Accountable Marketing

Course aim

This course will give an overview of how response from markets can be stimulated and managed, the contribution of marketing thinking and the role of the marketing function appropriate to contemporary organisations.

Course content

Core issues that will be covered in the course include how markets actually work, the marketing concept, the marketing management process, market-based asset, customer analysis and value creation, marketing in a social service arena, market segmentation, product/service decisions, market-based pricing, marketing communications and customer response, customer collaboration, gaining and using market intelligence, the benefits and pitfalls of market research, strategic market analysis, dealing with competition, strategy implementation and performance metrics.

Textbook(s)

Kotler, P, Burton, S, Deans, K, Brown, L & Armstrong, G 2012, Marketing, 9th edn, Pearson Education Australia, Frenchs Forest, NSW

Prerequisite(s)

Nil

Corequisite(s)

Nil

Teaching method

Component	Duration
INTERNAL, CITY WEST
Seminar	3 hours x 11 weeks
INTERNAL, CITY WEST (INTENSIVE)
Seminar	33 hours x N/A
EXTERNAL, CITY WEST, ONLINE
External (Asynchronous Online Discussion)	3 hours equiv. x 11 weeks
EXTERNAL, OFFSHORE, HOPKINS TRAINING AND EDUCATION GROUP, ONLINE
External (Asynchronous Online Discussion)	3 hours equiv. x 11 weeks
INTERNAL, OFFSHORE, JIANGXI UNIVERSITY OF FINANCE AND ECONOM, MANDARIN
Seminar	8 hours x 3 days
INTERNAL, OFFSHORE, SOUTHWEST JIATONG UNIVERSITY, MANDARIN
Seminar	8 hours x 3 days
EXTERNAL, CITY WEST, ONLINE (INTENSIVE)
External (SANTOS - Asynchronous Online Discussion)	3 hours equiv. x 11 weeks

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

Assessment

Examination, Group assignment, Group Assignment: Case Study Report, Group Case Study Analysis, Individual assignment - 333 words per question on scheduled sessions 2, 3 & 4, Individual Assignment in weeks 2, 4, 6, 8 & 10 (400 words each), Individual assignment: Case Study Report, Individual Case Report, Individual Case Study, Individual Pre-seminar assignments, Individual weekly contribution to seminar topic discussion and questions, Written synthesis/evaluation of key issues in designated week

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.