MKT400: Marketing Management

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

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 2:

Title:

INDIVIDUAL MARKETING REPORT

Assignment type:

Individual assignment resulting in a Marketing Report.: 40% of Total marks in the unit.

Assessment overview:

Written assignment involving research and analysis of a start-up to determine the status of the organisations marketing activities.

Unit Learning Outcomes being assessed

LOs 1 - 3

Rationale

Focus will be for students to select a start-up and determine their approach to marketing by applying the key marketing tools covered throughout weeks 1-8.

Word length:

3000

Weight:

40%

Due Date:

End of Week 8

Task:

Students will select a start-up which cannot be older than five years from the due date of the Assessment. Students must then conduct extensive marketing research and analysis to generate a marketing report on the chosen organizations marketing.

Performance Indicators / Criteria

High Distinction

80 - 100

Distinction

70- 79

Credit

60-69

Pass

50-59

Fail

0-49

Analysis and research of the organizations strategy to ensure success in their main market segment

15% Weightage

Correctly and succinctly identified the organizations current strategy to ensure success in their main market segment.

Correctly identified the organizations current strategy to ensure success in their main market segment.

Identified the organizations current strategy to ensure success in their main market segment.

Has partially identified the organizations current strategy to ensure success in their main market segment.

Has not identified the organizations current strategy to ensure success in their main market segment.

Analysis of the organizations competitive advantage(s) through the Value Proposition Canvas

15% Weightage

Provides a solid and justified Value Proposition Canvas to support the organizations competitive advantage(s).

Provides a well-developed Value Proposition Canvas to support the organizations competitive advantage(s).

Provides a thorough Value Proposition Canvas to support the organizations competitive advantage(s).

Provides a partial Value Proposition Canvas to support the organizations competitive advantage(s).

Provides a poor Value Proposition Canvas to support the organizations competitive advantage(s).

Analysis and interpretation of the organizations customer journey mapping

30% Weightage

Provides an excellent and sophisticated customer journey map and associated touchpoints.

Provides a well-developed customer journey map and associated touchpoints.

Provides a thorough customer journey map and associated touchpoints.

Provides a partial customer journey map and associated touchpoints.

Provides little or no customer journey map and associated touchpoints.

Analysis and critical synthesis of the organizations marketing mix (7Ps)

30% Weightage

Expertly and holistically scrutinizes the organizations current marketing mix.

Efficiently analyses and discusses the organizations current marketing mix.

Adequately analyses and discusses the organizations current marketing mix.

Some analysis and discussion of the organizations current marketing mix.

Limited analysis and discussion of the organizations current marketing mix.

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 /40 Marks

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