Marketing in Education

Subject EDUC90141 (2016)

Note: This is an archived Handbook entry from 2016.

Credit Points: 25
Level: 9 (Graduate/Postgraduate)
Dates & Locations:

This subject has the following teaching availabilities in 2016:

March, Parkville - Taught on campus.
Pre-teaching Period Start 25-Feb-2016
Teaching Period 04-Mar-2016 to 28-May-2016
Assessment Period End 15-Jun-2016
Last date to Self-Enrol 26-Feb-2016
Census Date 18-Mar-2016
Last date to Withdraw without fail 06-May-2016

Pre-teaching period:

During the pre-teaching period, students will be required to complete reading that will be provided via LMS.

Timetable can be viewed here. For information about these dates, click here.
Time Commitment: Contact Hours: 48 hours
Total Time Commitment:

340 hours

Prerequisites: None
Corequisites: None
Recommended Background Knowledge: None
Non Allowed Subjects: None
Core Participation Requirements:


Assoc Prof Lawrie Drysdale


Subject Overview:

This subject explores the evolution and application of modern marketing as it applies to educational settings. Aspects such as the marketing concept, market orientation, marketing management, relationships marketing, services marketing, and marketing strategy are explored in educational organisations. The subject also examines the strategic market planning process in education and developing and applying marketing information systems in educational organisations.

Learning Outcomes:

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

  • understand the importance, evolution and application of marketing management as an integrated function within the changing educational environment;
  • apply the features of marketing as a multi dimensional concept to own organisational settings;
  • develop and prepare a marketing plan; and
  • apply the key concepts of marketing including the marketing concept, market orientation, marketing information systems, market strategy, and relationship marketing as applied to educational settings.

Two papers of 5,000 words (50 per cent), or one paper of 10,000 words (100 per cent).

This subject has a minimum hurdle requirement of 80% attendance at all tutorials, seminars and workshops.

Prescribed Texts: None
Breadth Options:

This subject is not available as a breadth subject.

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

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

  • demonstrate understanding of conceptual models ;
  • understand and use a range of research skills;
  • analyze and interpret and present research findings;
  • plan and develop research project;
  • plan strategically.
Links to further information:
Related Course(s): Master of Education
Master of Education
Master of Education (Educational Management)
Master of Education (Educational Management)
Master of Education (Educational Management)

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