240834 Marketing in the Age of Technology

Warning: The information on this page is indicative. The subject outline for a particular session, location and mode of offering is the authoritative source of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.

Subject handbook information prior to 2025 is available in the Archives.

UTS: Business
Credit points: 6 cp

Subject level:

Postgraduate

Result type: Grade and marks

There are course requisites for this subject. See access conditions.
Anti-requisite(s): 24734 Marketing Management AND 24834 Marketing Decision Making

Description

Successfully reaching customers is a business imperative and highlights the critical importance of the role Marketing plays in organisations. The rapid evolution of new technologies has radically changed how companies interact with customers and other companies.

Tomorrow's business leaders need to understand how to leverage marketing frameworks, concepts and insights to create and deliver value to stakeholders. This subject teaches students to evaluate data, insights and marketing methodologies to design and implement effective strategies in a world of constant change and developing consumer expectations.

Subject learning objectives (SLOs)

Upon successful completion of this subject students should be able to:

1.	Evaluate key marketing management theories, frameworks and concepts, and apply these to new or existing organisations to create and deliver value
2.	Appraise, analyse and synthesise information to derive insights related to marketing management
3.	Create stakeholder value by designing effective marketing strategies that consider Indigenous and other diverse contexts
4.	Apply effective communication skills appropriate to a range of audiences within marketing practice

Contribution to the development of graduate attributes

This subject contributes to the development of the following graduate attribute(s):

Intellectual rigour and innovative problem solving
Communication and collaboration
Professional and technical competence

This subject contributes to the development of the following program learning objective(s):

Apply critical thinking and advanced analytical skills to develop innovative solutions that address strategic business issues in complex contexts (1.1)
Communicate ideas, decisions and strategies clearly and apply interpersonal skills that are sensitive to Indigenous peoples and other diverse peoples, cultures and contexts (2.1)
Integrate advanced skills and knowledge in professional business practice by researching and analysing complex information and concepts to support business decisions in local and international contexts (4.1)

Teaching and learning strategies

This subject is taught fully online. Each week is self-paced through the learning management system. You are expected to complete a range of different learning activities throughout the week. Activities provide opportunities to learn, apply and discuss the knowledge gained in a practical manner. Feedback is provided from both peers and teaching staff throughout the activities. Students are encouraged to actively provide feedback and interact with staff and students. Online “Zoom” sessions will be held throughout the subject to allow students to interact with staff and students, ask questions and receive clarification and feedback.

Content (topics)

This subject explores current business challenges and their implications for marketing management. This includes

Industry and company analysis in the age of technology
Strategies to build competitive advantage
Creating brand value
Embracing customer heterogeneity
Performance measurement

Assessment

Assessment task 1: Competing in the Marketplace (Individual)

Intent:	Part 1 (15%): Health Check for a Company Part 2 (15%): Evaluating Sources of Competitive Advantage
Objective(s):	This addresses subject learning objective(s): 1, 2, 3 and 4
Weight:	30%
Length:	n.a. (downloadable pdf)
Criteria:	Part 1: Completeness of description Level and depth of insight Clarity of exposition Assessment of Indigenous contexts’ manifestation Part 2: Critical evaluation of resource or capability Level and depth of insight Clarity of exposition

Assessment task 2: Developing a Marketing Strategy to Create Brand Value (Individual)

Objective(s):	This addresses subject learning objective(s): 1, 2, 3 and 4
Weight:	40%
Length:	2,000 words (+/-10%). Word count does not include appendices, references, title page information, tables/figures, but does include in-text citations and headings
Criteria:	Strategic thinking in brand value creation Evaluation of implications for Indigenous stakeholders Level and depth of insight Clarity of exposition and visual appeal

Assessment task 3: Measuring Success Video (Individual)

Objective(s):	This addresses subject learning objective(s): 1, 2 and 4
Weight:	30%
Length:	10–12 minutes (anything over 12 minutes will not be marked)
Criteria:	Strategic thinking in performance measurement Level and depth of insight Clarity of exposition and visual appeal

Minimum requirements

Students must achieve at least 50% of the subject’s total marks.

Required texts

This a textbook-free subject. Readings are provided for each module.