MARKETING

BUO5MKG

2015

Credit points: 15

Subject outline

In Marketing you will be introduced 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. Working with others in groups and in independent study you will learn about marketing through a real world problem solving approach. 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-ordinatorGillian Sullivan Mort

Available to Study Abroad StudentsNo

Subject year levelYear Level 5 - Masters

Exchange StudentsNo

Subject particulars

Subject rules

Prerequisites Students must be enrolled in LMMBAO to do this subject.

Co-requisitesN/A

Incompatible subjects BUA5MKG

Equivalent subjectsN/A

Special conditions Students must be enrolled in LMMBAO to do this subject.

Readings

Resource TypeTitleResource RequirementAuthor and YearPublisher
ReadingsMarketing Strategy: Text and CasesPrescribedO.C. Ferrell and M. Hartline (2012)Cengage 6th ed

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 (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 (Writing,Speaking)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Personal and Professional Skills (Teamwork including leadership and working in groups,Ethical behaviour)
Discipline -Specific Knowledge and 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 (Writing,Speaking)
Literacies and Communication Skills (Writing,Speaking)

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 (Writing,Speaking)
Literacies and Communication Skills (Writing,Speaking)

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 (Writing,Speaking)
Literacies and Communication Skills (Writing,Speaking)

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 (Writing,Speaking)
Literacies and Communication Skills (Writing,Speaking)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Personal and Professional Skills (Teamwork including leadership and working in groups,Ethical behaviour)
Discipline -Specific Knowledge and Skills (Discipline-Specific Knowledge and Skills)

Subject options

Select to view your study options…

Start date between: and    Key dates

Online, 2015, Teaching Session 1, Online

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorGillian Sullivan Mort

Class requirements

Lecture
Three 1.0 hours lecture per week 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*
Marketing audit, plan or strategic evaluation 3,500 words50 02, 04, 05, 06
Group case study / studies 1500words30 01, 03, 04, 05, 06
One oral presentation and script 15 minutes 10 - 20 slides20 01, 02, 05, 06

Online, 2015, Teaching Session 5, Online

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorGillian Sullivan Mort

Class requirements

Scheduled Online Class Week: 31 - 36
Six 6.0 hours scheduled online class per week on any day including weekend from week 31 to week 36 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*
Marketing audit, plan or strategic evaluation 3,500 words50 02, 04, 05, 06
Group case study / studies 1500words30 01, 03, 04, 05, 06
One oral presentation and script 15 minutes 10 - 20 slides20 01, 02, 05, 06