MARKETING

BUO5MKG

2016

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 subjectsN/A

Equivalent subjects BUA5MKG

Special conditionsN/A

Learning resources

Readings

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

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:
Ethical Awareness (Ethical Awareness)
Teamwork (Teamwork)
Creative Problem-solving (Creative Problem-solving)
Writing (Writing)
Speaking (Speaking)
Critical Thinking (Critical Thinking)
Inquiry/ Research (Inquiry/ Research)

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

Activities:
Assessment task - oral presentation
Related graduate capabilities and elements:
Teamwork (Teamwork)
Speaking (Speaking)
Creative Problem-solving (Creative Problem-solving)
Writing (Writing)
Critical Thinking (Critical Thinking)
Inquiry/ Research (Inquiry/ Research)

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:
Inquiry/ Research (Inquiry/ Research)
Critical Thinking (Critical Thinking)
Speaking (Speaking)
Teamwork (Teamwork)
Creative Problem-solving (Creative Problem-solving)
Writing (Writing)

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:
Inquiry/ Research (Inquiry/ Research)
Creative Problem-solving (Creative Problem-solving)
Speaking (Speaking)
Critical Thinking (Critical Thinking)
Writing (Writing)
Teamwork (Teamwork)

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:
Speaking (Speaking)
Writing (Writing)
Information Literacy (Information Literacy)
Teamwork (Teamwork)
Inquiry/ Research (Inquiry/ Research)
Critical Thinking (Critical Thinking)
Creative Problem-solving (Creative Problem-solving)

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:
Critical Thinking (Critical Thinking)
Creative Problem-solving (Creative Problem-solving)
Inquiry/ Research (Inquiry/ Research)
Teamwork (Teamwork)
Speaking (Speaking)
Writing (Writing)

Subject options

Select to view your study options…

Start date between: and    Key dates

Online, 2016, Teaching Session 2, 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 wordsIndividual50 01, 02, 04, 05, 06
Group case studies 1500 words2 case studies X 750 words each30 01, 02, 03, 05, 06
One individual oral presentation and script 15 minutes with 10 - 20 slides1500 word equivalent20 01, 03, 04, 05, 06

Online, 2016, Teaching Session 6, 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 wordsIndividual50 01, 02, 04, 05, 06
Group case studies 1500 words2 case studies X 750 words each30 01, 02, 03, 05, 06
One individual oral presentation and script 15 minutes with 10 - 20 slides1500 word equivalent20 01, 03, 04, 05, 06