Managing Markets

This subject has the following teaching availabilities in 2015:

This subject is delivered either entirely online via the University's Learning Management System (LMS), or can be taken as a multi-modal subject by students who study on-campus.
The subject will be open on LMS approximately two weeks prior to the subject commencement date.

Subject Teaching Dates: http://fvas.unimelb.edu.au/study/courses/master-of-agribusiness/degree-structure#nav

144 hours. It is recommended that students devote 12 hours per week to this subject. On-campus students have the equivalent of two hours per week of face-to-face contact.

Students must be able to perform word processing, use Excel spreadsheets, and have a reasonable understanding of the Internet and the University's Learning Management System.

It is University policy to take all reasonable steps to minimise the impact of disability upon
academic study, and reasonable adjustments will be made to enhance a student's participation
in the University's programs. This course requires all students to enrol in subjects where they
must actively and safely contribute to field excursions and laboratory activities. Students who
feel their disability will impact on meeting this requirement are encouraged to discuss this matter
with the Subject Coordinator and Disability Liaison http://services.unimelb.edu.au/disability/
students email: disability-liaison@unimelb.edu.au

This subject teaches the concepts and skills required to manage the marketing function within any organisation. Students learn to analyze markets, select targets and develop product, price, promotion and distribution strategies for businesses. The subject will include contemporary and comprehensive case studies from both North America and Australia.

The object of this subject is to develop and extend the student's understanding of the marketing function with particular reference to the agribusiness sector. Students will be introduced to the concept of marketing and the importance of building and managing strong customer relationships through the use of target marketing and management of product, price, promotion and distribution strategies.

• Essay (1,000 words) due in week 4, 20%;
• Marketing Strategy (2,000 words) due in week 8, 30%;
• Group Case Study Report (3,000 words) due in week 11, 30%;
• Online Discussion Participation throughout the semester, 20%.

Online discussion is an integral component of this subject. It is a hurdle requirement that a minimum grade of 50% is achieved in this component.

Kotler, P., Burton, S., Deans, K., Brown, L. and Armstrong, G. (2012). Marketing 9th. Pearson Education, Australia.

Details where to purchase prescribed text will be communicated to enrolled students.

Further reading materials will be available online.

This subject is not available as a breadth subject.

It is expected students will develop:

• Awareness of and ability to utilise appropriate communication technology and methods for the storage, management and analysis of data
• Highly developed computer-based skills to allow for effective on-line learning and communication
• Appreciation of social and cultural diversity from a regional to a global context
• Ability to collaborate, exchange ideas and debate across on-line learning platforms
• Ability to plan, use time effectively and manage small projects.