Creative and Accountable Marketing

Course aim

This course provides students with theoretical and practical knowledge of:

• How response from markets can be stimulated and managed, the role of the marketing function to contemporary organisations, and marketing’s impact on organisational management and leadership, business strategy, and business conduct.
• Research project development and design as applicable to organisational management and leadership, building on the research content of other MBA courses.

Students completing the course develop a body of knowledge that:

• Contributes to a comprehensive and integrated application of marketing principles to recent developments in the field of senior organisational management and leadership in international business environments.
• Provides a pathway for further learning.

Course content

Topics covered in this course include:

• How markets work, the marketing concept and the marketing management process.
• Customer orientation – customer analysis and market analysis.
• Market-based assets.
• Branding.
• Managing the product and service product.
• Devising the overall market objective and a marketing plan.
• Pricing and value; making things accessible.
• Promotion, the marketing communications mix; ‘e’ and search marketing.
• The role of the sales function; relationship management.
• Market information & intelligence.
• Measuring the effectiveness of marketing; globalisation and international marketing.
• Research project development and design applicable to the field of organisational management and leadership.

Textbook(s)

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

Prerequisite(s)

Corequisite(s)

Nil

Teaching method

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

Assessment

Case study, Group assignment and self assessment, Short answer questions and class participation

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.