Marketing Management

This subject has the following teaching availabilities in 2016:

Approximately 2.5 hours of personal study per hour of class time is required to achieve a satisfactory level of performance

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For the purposes of considering request for Reasonable Adjustments under the Disability Standards for Education (Cwth 2005), and Student Support and Engagement Policy, academic requirements for this subject are articulated in the Subject Overview, Learning Outcomes, Assessment and Generic Skills sections of this entry.

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. Students who feel their disability may impact on meeting the requirements of this subject are encouraged to discuss this matter with a Faculty Student Adviser and Student Equity and Disability Support: http://services.unimelb.edu.au/disability

This subject provides an introduction to the basic concepts, principles and activities of marketing and how to manage an organisation's marketing effort. Some of the principal topics include value-based marketing, market research, selecting target markets, product and brand management, marketing communications (advertising and promotions, as well as personal selling), management of distribution channels, pricing decisions and marketing ethics. Students are also introduced to the nature of buyer behaviour, including decision-making patterns, purchase behaviours, and customer satisfaction.

On successful completion of this subject, students should be able to:

• Analyse the fundamental principles involved in marketing;
• Explain the critical importance of marketing for superior business performance;
• Analyse marketing problems and be capable of applying relevant models/themes to generate appropriate solutions; and
• Understand the various ethical issues facing a marketing manager.

• 2-hour end-of-semester examination (50%)
• Written assessment(s) totalling 4000 words (40%) (one mid-semester assessment of 1000 words worth 10%, one assignment of 3000 words worth 30% due end of semester)
• Oral assessment (10%) (once during semester)

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This subject is not available as a breadth subject.

On successful completion of this subject, students should have improved the following generic skills:

• Critical evaluation of an argument. For example, that market share does not necessarily create shareholder value because market share often comes at a cost;
• Application of marketing theories to real world marketing practice;
• Problem solving, which should be fostered through the application of appropriate theories or principles. For example, determine when to lower a product price permanently as opposed to using a series of price promotions;
• Oral and written communication;
• Collaborative learning and team work;
• Strategic thinking.

Students in the Master of Accounting, the Master of Management suite of programs, the Master of Business and Information Technology and the second year of the Master of Finance are eligible to undertake this subject.