MARKETING

BUO5MKG

2018

Credit points: 15

Subject outline

This subject provides an introduction to the theory and practice of marketing from a critical marketing management perspective. Particular emphasis is placed on understanding the marketing concept and the associated strategic and tactical frameworks that give rise to marketing plans. The learning experience embedded in the curriculum is designed to develop both the communicative competence and critical professionalism skills of participants, with a view to building a foundation for future self directed learning and professional development in marketing practice.

SchoolLa Trobe Business School

Credit points15

Subject Co-ordinatorNicholas Shipley

Available to Study Abroad StudentsNo

Subject year levelYear Level 5 - Masters

Exchange StudentsNo

Subject particulars

Subject rules

Prerequisites students must be enrolled in LMMBAO, LMMBA or LMMBAA to do this subject

Co-requisitesN/A

Incompatible subjects BUA5MKG

Equivalent subjects BUA5MKG

Special conditionsN/A

Readings

Resource TypeTitleResource RequirementAuthor and YearPublisher
ReadingsMarketing Management 15th ed.PrescribedPhillip Kotler and Kevin Keller, 2014Pearson Education

Graduate capabilities & intended learning outcomes

01. Apply ethical and sustainable reasoning, standards or codes of practice relevant to the discipline and make decisions that are informed by social and cultural understanding

Activities:
Assessment tasks (marketing plan, presentation and essay) constructed in such a way to enable to candidates to demonstrate ethical and sustainable reasoning.
Related graduate capabilities and elements:
Discipline -Specific Knowledge and Skills

02. Communicate effectively through professional oral presentations appropriate to varied contexts and audiences

Activities:
Assessment task - oral presentation
Related graduate capabilities and elements:
Literacies and Communication Skills
Literacies and Communication Skills
Discipline -Specific Knowledge and Skills

03. Communicate effectively through written tasks appropriate to varied contexts and audiences

Activities:
Assessment tasks (marketing plan, presentation and essay) constructed in such a way as to enable candidates to develop the requisite competences and skills.
Related graduate capabilities and elements:
Literacies and Communication Skills
Literacies and Communication Skills
Inquiry and Analytical Skills
Inquiry and Analytical Skills
Inquiry and Analytical Skills
Discipline -Specific Knowledge and Skills

04. Demonstrate effective team skills in order to contribute appropriately to the production of a group output

Activities:
Assessment items (marketing plan and oral presentations) provide the opportunity to critically evaluate these techniques by working as a team
Related graduate capabilities and elements:
Literacies and Communication Skills
Literacies and Communication Skills

05. Identify, research and critically analyse information relevant to an organizational problem or issue, be able to synthesise that information in order to evaluate potential solutions, develop programs and make recommendations or otherwise effectively address the problem or issue

Activities:
Assessment tasks (marketing plan, essay and test) constructed in such a way as to enable candidates to develop the requisite skills and expertise.
Related graduate capabilities and elements:
Literacies and Communication Skills
Literacies and Communication Skills

06. Integrate and apply marketing theory and skills to practical situations

Activities:
Discussion and readings cover key concepts and theoretical frameworks. Assessment items provide the opportunity to critically engage with issues relating to their operationalisation in terms of marketing practice.
Related graduate capabilities and elements:
Literacies and Communication Skills
Literacies and Communication Skills

Subject options

Select to view your study options…

Start date between: and    Key dates

Online, 2018, Online StudyPeriod 2, Online

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorNicholas Shipley

Class requirements

Seminar Week: 10 - 16
Three 1.0 hours seminar per week from week 10 to week 16 and delivered via online.
"Additional Information Access via subject website; additional online facilitated discussions will also occur for this subject. Please refer to subject learning guide."

Assessments

Assessment elementComments% ILO*
Individual formative assessment -Part A (2000 word written, 30%); Part B (10 min presentation, 10%) (2000 words written, 10 min presentation 500 words equivalent)40 01, 02, 04, 05, 06
One Marketing plan, group assignment, 1500 words per student30 01, 02, 03, 05, 06
One Case study, individual assignment, 2000 words30 01, 03, 04, 05, 06

Online, 2018, Online StudyPeriod 4, Online

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorNicholas Shipley

Class requirements

Seminar Week: 28 - 34
Three 1.0 hours seminar per week from week 28 to week 34 and delivered via online.
"Additional Information Access via subject website; additional online facilitated discussions will also occur for this subject. Please refer to subject learning guide."

Assessments

Assessment elementComments% ILO*
Individual formative assessment -Part A (2000 word written, 30%); Part B (10 min presentation, 10%) (2000 words written, 10 min presentation 500 words equivalent)40 01, 02, 04, 05, 06
One Marketing plan, group assignment, 1500 words per student30 01, 02, 03, 05, 06
One Case study, individual assignment, 2000 words30 01, 03, 04, 05, 06