MKT400 Marketing Management

Unit Description

This unit is designed to develop a comprehensive understanding of marketing management principles and practical application of marketing theories, concepts and strategies in various contexts looking at traditional marketing, digital marketing and social media marketing as per the latest industry trends.

This unit equips the students with techniques in traditional marketing, digital marketing and marketing strategy formulation for developing and maintaining a dynamic market orientation. It also provides an understanding of tools for assessing external and internal factors which influence organisational long term performance and marketing practices. It uses contextual case studies to include for profit, not-for- profit, and non-government organizations.

Credit points

10

Pre-requisites

Admission to Grad Cert, Grad Diploma or Masters

Contents

Week

Topic

Textbook reference

1

An Introduction to Marketing Management

Chapter 1

2

Market and Competitor Analysis

Chapter 2, 5

3

Consumer and Market Segmentation

Chapter 1, 6, 11

4

The Internal and External Marketing Environment

Chapter 9

5

The Marketing Mix the first 4Ps

Chapter 2

6

The Marketing Mix the remaining 3Ps

Chapter 11, 13

7

Customer Experience Management

Chapter 1, 5

8

Traditional Marketing

Chapter 15

9

Digital Marketing

Chapter 10, 7

10

E-Commerce

Chapter 15

11

Integrated and Omnichannel Marketing Communications

Chapter 16

12

The Marketing Plan

Chapter 2

Learning outcomes for the unit

On successful completion of this unit students will be able to:

1.ULO1: Understand the role of marketing management theory and practice in corporate decision making.

2.ULO2: Apply marketing concepts, theories, and techniques using relevant research methods to manage internal and external business forces.

3.ULO3: Analyze consumer experience, and market segmentation and influences to develop competitive solutions in an ever-changing marketplace.

4.ULO4: Identify, understand, and apply various marketing tools, techniques, and strategies for use in digital marketing.

ASSESSMENT ITEM 3:

Title:

INDIVIDUAL MARKETING INFOGRPHIC PRESENTATION

Assignment type:

Individual assignment resulting in a Marketing Infographic Presentation.: 35% of Total marks in the unit.

Assessment overview:

A presentation using a 1-page infographic on recommendations for the organisation to address the gaps identified in Assessment 2.

Unit Learning Outcomes being assessed

LOs 1 4

Rationale

Students will continue their research on the same organization selected in Assessment 2 by addressing the identified gaps with a focus on digital marketing recommendations.

Word length:

1-page infographic, 5-8 minutes presentation

Weight:

35%

Due Date:

End of Week 12 (presentation live in class)

Task:

Using the same organization as in Assessment 2, students must prepare a 1-page infographic to address the identified marketing gaps Recommendations will need to consider current trends in digital marketing, and improvements in the organizations integrated /omnichannel marketing communications.

Performance Indicators / Criteria

High Distinction

80 - 100

Distinction

70- 79

Credit

60-69

Pass

50-59

Fail

0-49

Recommendations address the identified gaps considering current digital marketing trends to help drive competitiveness

30% Weightage

Recommendations are expertly crafted, intuitive and provide clear directions to help drive the organizations competitiveness.

Recommendations are well crafted, insightful and provide clear directions to help drive the organizations competitiveness.

Recommendations clear, and provide an adequate direction to help drive the organizations competitiveness.

Recommendations are partially provided and with some rationale to help drive the organizations competitiveness.

Recommendations weak and with little or no rationale to help drive the organizations competitiveness.

Professional, engaging, and persuasive presentation

30% Weightage

Professionally, engaging and expertly presented with and excellent flow of information that was persuasive and compelling.

Professionally, engaging and mostly expertly presented with a very clear flow of information that was somewhat persuasive and compelling.

Adequately and professionally presented with a clear flow of information that was somewhat persuasive and compelling.

Acceptable presentation although the information that was somewhat limited in convincing the audience of your findings.

Poorly presented with limited information to support and convince the audience of your findings.

Knowledge of key marketing concepts, tools, techniques, and theory

30% Weightage

Sophisticated, holistic and well-structured practical application of the key marketing concepts, tools, techniques, and theory.

Well-developed practical application of the key marketing concepts, tools, techniques, and theory.

Good practical application of the key marketing concepts, tools, techniques, and theory.

Acceptable practical application of the key marketing concepts, tools, techniques, and theory.

Little or no practical application of the key marketing concepts, tools, techniques, and theory.

Quality of written submission.

Referencing using APA 7.0

10% Weightage

All levels of content are covered and delivered in depth. Wide range of contemporary references and sources are well-cited when specific statements are made.

High level of content is covered and delivered in depth. Wide range of good references and sources are well cited when specific statements are made.

Appropriate content is covered and delivered in reasonable depth. Sources are generally well cited when specific statements are made.

Most major sections of the relevant content included, but not covered and delivered in as much depth, as expected

References were basic and some errors of citation.

Major sections of relevant content have been omitted or missed Inadequate references and poor citation.

TOTAL /35 Marks

Comments