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


Marketing Management. Global Ed.

Resource TypeRecommended

Resource RequirementN/A

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

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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Start date between: and    Key dates

On-Line, 2021, LTU Term 6, Online


Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorRachel Fuller

Class requirements

SeminarWeek: 46 - 51
One 3.00 h seminar per week on weekdays during the day from week 46 to week 51 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.


Assessment elementCommentsCategoryContributionHurdle% ILO*

Individual presentations and progress reports.(3500 words) 3,000 words written progress report 30% of total 10 min video presentation (500 words equivalent) 10% of total

N/AOtherIndividualNo40 SILO1, SILO4

GAP ANALYSIS group assignment. (750-1000 words per student) Details on LMS: 1000 words per student (group of three /four unless otherwise agreed)

N/AAssignmentGroupNo30 SILO2

Case Study (2000 words) Details on LMS: 2000 words

N/AAssignmentIndividualNo30 SILO1, SILO3