Subject BUSA90245 (2016)

Note: This is an archived Handbook entry from 2016.

Credit Points: 12.5
Level: 9 (Graduate/Postgraduate)
Dates & Locations:

This subject has the following teaching availabilities in 2016:

May, Parkville - Taught on campus.
Pre-teaching Period Start 11-Apr-2016
Teaching Period 05-May-2016 to 05-Jun-2016
Assessment Period End 05-Jun-2016
Last date to Self-Enrol 15-Apr-2016
Census Date 06-May-2016
Last date to Withdraw without fail 20-May-2016

July, Parkville - Taught on campus.
Pre-teaching Period Start 27-Jun-2016
Teaching Period 04-Jul-2016 to 08-Sep-2016
Assessment Period End 16-Sep-2016
Last date to Self-Enrol 28-Jun-2016
Census Date 15-Jul-2016
Last date to Withdraw without fail 19-Aug-2016

This subject is only available to students admitted to GD-BA, GD-MKTG, MC-BAPT, MC-BAPTME, or students with permission of the MBA Course coordinator

Timetable can be viewed here. For information about these dates, click here.
Time Commitment: Contact Hours: 30 hours
Total Time Commitment: Not available

Admission into the Master of Business Administration AND

One of:

Study Period Commencement:
Credit Points:
Not offered in 2016
Not offered in 2016
Not offered in 2016
Not offered in 2016
Not offered in 2016
Corequisites: None
Recommended Background Knowledge: None
Non Allowed Subjects: None
Core Participation Requirements:

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:


Melbourne Business School

Degree Program Services


Subject Overview:

The Marketing course focuses on the design, development and implementation of successful marketing strategy in contemporary organisations. It is based on the identification, creation, growth and protection of market-based assets that influence demand. The course present students with the management issues of marketing analysis, marketing planning and marketing implementation in a range of contexts, including industrial and consumer markets and private and public sectors. Marketing utilises a range of pedagogies including lectures, tutorials, cases studies, projects and applied exercises.

Learning Outcomes:

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

  • develop an organisational marketing orientation;
  • evaluate and manage critical market-based assets;
  • undertake a marketing analysis and draft a marketing plan;
  • apply theories of consumer and organisational purchasing behaviour;
  • segment and target markets and apply positioning strategies;
  • apply marketing mix elements in positioning and differentiating an offering;
  • apply product management frameworks including life cycle and portfolio models, and new product development models;
  • apply brand management frameworks in marketing strategy;
  • apply integrated marketing communications frameworks for the management of advertising, selling and promotions;
  • explain value concepts in pricing and apply effective pricing models in a range of marketing situations;
  • apply channel management principles in the design, maintenance and evaluation of market access functions.
  • Class participation & contribution to learning (10%)
    • Throughout subject
  • Syndicate project
    • Report (2,000 words) (30%)
    • Presentation slides (5%)
    • Presentation (15 minutes) (5%)
    • Class session 13
  • Final examination (50%)
    • Hurdle requirement
    • 90 minutes
    • End of subject
Prescribed Texts: None
Breadth Options:

This subject is not available as a breadth subject.

Fees Information: Subject EFTSL, Level, Discipline & Census Date

This subject is only available to students admitted to GD-BA, GD-MKTG, MC-BAPT, MC-BAPTME, or students with permission of the MBA Course coordinator

Related Course(s): Master of Business Administration

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