APPLIED MARKETING

BUA5MKG

2020

Credit points: 15

Subject outline

You will be provided with 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 professional marketing communication and critical thinking skills required to build a foundation for you to evaluate future marketing strategies.

SchoolLa Trobe Business School

Credit points15

Subject Co-ordinatorSimon Pervan

Available to Study Abroad StudentsYes

Subject year levelYear Level 5 - Masters

Exchange StudentsYes

Subject particulars

Subject rules

Prerequisites Students must be enrolled in LMMBA or HZMBHA or LMMBAH or LMMBAA or LZFABA to do this subject.

Co-requisitesN/A

Incompatible subjects BUO5MKG

Equivalent subjects BUO5MKG

Special conditionsN/A

Readings

Resource Type	Title	Resource Requirement	Author and Year	Publisher
Readings	Marketing Management. Global Ed.	Recommended	Phillip Kotler and Kevin Keller, 2015 (5th Ed)	Pearson Education

Graduate capabilities & intended learning outcomes

01. Critically analyse the role of marketing and apply theoretical concepts to relevant marketing strategies and tactics in different industry and organizational contexts.

Activities:: Presentations, marketing audit, case study analysis, application of theory in class discussion
Related graduate capabilities and elements:: Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research); Discipline -Specific Knowledge and Skills (Discipline-Specific Knowledge and Skills)

02. Conduct evidence based research to inform the integration and application of contemporary marketing theory and skills to a practical situation.

Activities:: Gap analysis, application of theory in class discussion
Related graduate capabilities and elements:: Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research); Discipline -Specific Knowledge and Skills (Discipline-Specific Knowledge and Skills)

03. Identify and critically analyse information relevant to an organizational problem or issues, be able to synthesise that information in order to evaluate potential solutions, develop programs and make recommendations.

Activities:: Individual assignment informed by class discussion on case study analysis
Related graduate capabilities and elements:: Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research); Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)

04. Interpret and transmit knowledge in teams in order to communicate marketing solutions

Activities:: Individual presentations, application of theory in class discussion
Related graduate capabilities and elements:: Literacies and Communication Skills (Speaking); Discipline -Specific Knowledge and Skills (Discipline-Specific Knowledge and Skills)

Subject options

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Albury-Wodonga, 2020, Week 19-26, Day

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorSimon Pervan

Class requirements

Block Mode Week: 19 - 25
Four 8.0 hours block mode per study period on any day including weekend during the day from week 19 to week 25 and delivered via face-to-face.

Assessments

Assessment element	Comments	%	ILO*
Individual presentations and progress report	3,000 words written progress report 30% of total 10 min video presentation (500 words equivalent) 10% of total	40	01, 04
Gap Analysis - group assignment. 750-10 words per student (3000 words total)	Details on LMS: 1000 words per student (group of three /four unless otherwise agreed) Total: 3000-4000 words	30	02
Individual assignment -Case Study	Details on LMS: 2000 words	30	01, 03

City Campus, 2020, Semester 2, Night