Not currently offered

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-ordinatorRachel Fuller

Available to Study Abroad/Exchange StudentsNo

Subject year levelYear Level 5 - Masters

Available as ElectiveNo

Learning ActivitiesPresentations, marketing audit, case study analysis, application of theory in class discussion, gap analysis, individual presentations and individual assignment

Capstone subjectNo

Subject particulars

Subject rules

Prerequisites Students must be enrolled in LMMBAO, LMMBA or LMMBAA


Incompatible subjectsBUA5MKG

Equivalent subjectsBUA5MKG

Quota Management StrategyN/A

Quota-conditions or rulesN/A

Special conditionsN/A

Minimum credit point requirementN/A

Assumed knowledgeN/A

Learning resources

Marketing Management. Global Ed.

Resource TypeBook

Resource RequirementRecommended

AuthorPhillip Kotler and Kevin Keller



PublisherPearson Education


Chapter/article titleN/A



Other descriptionN/A

Source locationN/A

Career Ready


Work-based learningNo

Self sourced or Uni sourcedN/A

Entire subject or partial subjectN/A

Total hours/days requiredN/A

Location of WBL activity (region)N/A

WBL addtional requirementsN/A

Graduate capabilities & intended learning outcomes

Graduate Capabilities

COMMUNICATION - Communicating and Influencing
INQUIRY AND ANALYSIS - Creativity and Innovation
INQUIRY AND ANALYSIS - Critical Thinking and Problem Solving
INQUIRY AND ANALYSIS - Research and Evidence-Based Inquiry

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.
02. Conduct evidence based research to inform the integration and application of contemporary marketing theory and skills to a practical situation.
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.
04. Interpret and transmit knowledge in teams in order to communicate marketing solutions

Subject options

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Subject not currently offered - Subject options not available.