24734 Marketing Management
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Credit points: 6 cp
Subject level:
Postgraduate
Result type: Grade and marksThere are course requisites for this subject. See access conditions.
Anti-requisite(s): 240834 Marketing in the Age of Technology AND 24746 Marketing: Concepts and Applications AND 24834 Marketing Decision Making AND 27734 Marketing for the Experience Industries
Description
This subject focuses on the issues relating to the management of effective, ethical, sustainable marketing strategies, marketing mix plans, and tactics for profit and non-profit organisations across various types of industries. Topics include: the role of the marketing functions in current organisations, understanding customers, collection and use of market information, developing marketing strategies and implementation plans, and integration of the marketing function with other functional disciplines within the organisation. The emphasis in this subject is on developing critical marketing thinking and the introduction, development and application of marketing-related tools, frameworks, strategies and tactics.
Subject learning objectives (SLOs)
| 1. | Apply theories, frameworks and concepts relevant to planning and implementing marketing initiatives in current business environments |
|---|---|
| 2. | Appraise analytical perspectives and decision tools which underlie creative marketing decision-making |
| 3. | Convey marketing recommendations to diverse audiences using effective communication strategies and techniques |
Contribution to the development of graduate attributes
This subject contributes to the development of the following graduate attributes:
- Intellectual rigour and innovative problem solving
- Professional and technical competence
The subject learning objectives and delivery are designed to facilitate students’ development of the Business School graduate attributes. Students are required to demonstrate knowledge of marketing theories, frameworks and concepts through application to various business and market based situations that require marketing oriented solutions. This approach requires the development to critical thinking, creativity and analytical skills. Particular emphasis is placed on developing students’ awareness of obligations relating to ethical and corporate social responsibility in professional practice. Other learning activities, including presentations, group work and written assignments, will help students become effective communicators.
This subject contributes specifically to develop the following program learning objectives:
- Critically analyse and apply creative problem-solving processes to address complex marketing issues and provide integrated solutions (1.1)
- Integrate high-level technical skills and professional principles within specialised marketing practice (4.1)
Teaching and learning strategies
The subject is based on dynamic and interactive lecture and workshop sessions. It is taught through a combination of lectures and workshops. The lectures involve critical debate and case deliberations, and the workshops are built around in-class exercises, case discussions and presentations focused on business and market-based situations that require marketing oriented solutions. These classes will be supplemented with both printed and electronic learning materials and resources. The learning management system will be used to share information and encourage interaction between staff and students. Students will also use appropriate computer software such as spreadsheets and word processors to complete assigned tasks.
This subject is a challenging and intensive learning experience. A major emphasis is placed on class participation and discussion. It is therefore expected that students will undertake specified reading or other activities before they attend class and be adequately equipped and prepared to contribute to class discussions and group activities.
To ensure students gain context to their learning of marketing principles and an up to date appreciation of contemporary marketing and management issues, students are encouraged to read the business media. This is a further responsibility for ‘flipped learning’ outside of each class as students build an understanding of real-world marketing issues and effective solutions to business problems of an international and contemporary nature.
Student feedback will occur on a weekly and periodical basis as outlined below:
- Class workshops- feedback from class instructor and other students
- Marketing plan proposal- feedback from class instructor
- Midterm exam- feedback from class instructor
- Final Marketing plan presentation- feedback from class instructor and other students
Content (topics)
1. The role of marketing in driving profitable, ethical and sustainable organisational growth
2. Theories and models of customer experiences
3. Generating and managing marketing knowledge
4. Marketing analysis, planning and creativity
5. Developing marketing strategies and tactics in products and customer solutions, pricing, distribution channels and communications
Assessment
Assessment task 1: Marketing Plan Project and Presentation (Group)*
| Intent: |
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|---|---|
| Objective(s): | This addresses subject learning objective(s): 1, 2 and 3 |
| Weight: | 30% |
| Length: |
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| Criteria: |
Marketing Plan Project: Extensions and late assessment protocol will apply to any Project Report submitted after the due date and time. |
Assessment task 2: Case Study Analysis (Individual)
| Objective(s): | This addresses subject learning objective(s): 1 and 2 |
|---|---|
| Weight: | 30% |
| Criteria: |
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Assessment task 3: Formal Final Examination (Individual)
| Objective(s): | This addresses subject learning objective(s): 1 and 2 |
|---|---|
| Weight: | 40% |
| Criteria: |
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Minimum requirements
Students must achieve at least 50% of the subject’s total marks.
Required texts
Marketing Management, Global Edition, 15th Edition, Pearson.
by Philip Kotler and Kevin Ketler
Available for purchase either in Print or eBook via the following link https://www.pearson.com.au/9781292092621
Recommended texts
Advertising: An Integrated Marketing Communication Perspective 4E, Belch, G.E., Belch, M.A., Kerr, G., Powell, I, Waller, D. (2019) McGraw-Hill Education Australia Pty Ltd: Australia.
Digital Marketing: A Practical Approach 2nd Edition, Author: Alan Charlesworth, ISBN-13: 978-0415834834
Other resources
A Guide to Producing a High Quality Marketing Plan is also available at UTS Canvas
The student guide to UTS Canvas can be found at:
http://www.iml.uts.edu.au/elearning/student/
Having Problems with UTS Canvas? If you are having technical problems with UTS Canvas you should contact the ITD Help Desk on ph: 9514 2222 or e-mail: Help.Desk@uts.edu.au