6 points, SCA Band 3, 0.125 EFTSL
Postgraduate - Unit
Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.
Dr Gustav Puth
(Term 2, Trimester 3)
- Term 2 2019 (On-campus block of classes)
- Trimester 3 2019 (On-campus block of classes)
Marketing activities undertaken by organisations; value exchange concepts and processes; the marketing concept from a strategic and applied perspective; development of corporate and marketing strategic plans; analysis of an organisation's SBUs, product strategies and product development; use of marketing decision making tools at an applied and strategic level; distribution, pricing and communication mix strategies; services marketing, individual and organisational buyer behaviour, marketing research and market analysis; marketing management, implementation and control processes and procedures with emphasis on international aspects of marketing and consumer behaviour.
The learning goals associated with this unit are to:
- evaluate market based information, using it to plan and develop marketing strategies
- understanding the behaviour of consumers and their role in value creation
- explain how value is created using elements of the marketing mix strategies
- discuss the role of brand strategies and customer relationship management in value creation
- discuss the application of strategic planning tools in developing a marketing mindset, using marketing metrics.
Within semester assessment: 50% + Examination: 50%
Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.
See also Unit timetable information