Note: This is an archived Handbook entry from 2010.
|Dates & Locations:|| |
This subject has the following teaching availabilities in 2010:Semester 1, Hawthorn - Taught on campus.
Semester 2, Hawthorn - Taught on campus.
Timetable can be viewed here. For information about these dates, click here.
|Time Commitment:||Contact Hours: 24 hours of lectures/seminars/workshops/individual supervision |
Total Time Commitment: Estimated total time commitment of 120 hours.
|Recommended Background Knowledge:||nil|
|Non Allowed Subjects:||nil|
|Core Participation Requirements:||For the purposes of considering requests for Reasonable Adjustments under the Disability Standards for Education (Cwth 2005), and Students Experiencing Academic Disadvantage Policy, academic requirements for this subject are articulated in the Subject Description, Subject Objectives, Generic Skills and Assessment Requirements of this entry. |
The University is dedicated to provide support to those with special requirements. Further details on the disability support scheme can be found at the Disability Liaison Unit website: http://www.services.unimelb.edu.au/disability/
Melbourne Consulting and Custom Programs
Level 3, 442 Auburn Rd
Hawthorn VIC 3122
|Subject Overview:||This subject introduces the basic theoretical framework of marketing including segmentation, buyer behaviour, product management, market communications, channel management and pricing decisions. Students are also introduced to basic concepts in market research, management or marketing programs and marketing ethics.|
|Objectives:||Students who successfully complete this subject should: |
• Understand the nature and challenges of being market oriented.
• Know how to define markets and segment them, as well as how to target market segments and position with them.
• Appreciate the complexities of customer behaviours and in particular the role of the customer’s unconscious thoughts and emotions.
• Understand and analyse the nature of the customer experience and understand how integrated branding and communications can be used to improve the customer experience.
• Understand how pricing practices can be improved to yield increased customer value and higher profits.
|Assessment:||One-hour test (20%) |
Assignments of not more than 1500 words (30%)
Field project investigation report of 3000 words (50%)
|Recommended Texts:||Course materials are provided to all participants|
|Breadth Options:|| |
This subject is not available as a breadth subject.
|Fees Information:||Subject EFTSL, Level, Discipline & Census Date|
Students who successfully complete this subject should:
Understand the value of marketing activities and of a marketing orientation in organisations
Acquire a working understanding of the marketing process and its application in private and public sector contexts
Develop the ability to apply problem-solving techniques in marketing
Develop insight into the importance of the marketing concept in the strategic direction of modern organisations
|Links to further information:||http://www.mccp.unimelb.edu.au/subjects/marketing-for-managers|
Master of Enterprise (Executive) |
Master of Enterprise (Executive)
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