24834 Marketing Decision Making

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 2024 is available in the Archives.

UTS: Business: Marketing
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): 240834 Marketing in the Age of Technology AND 24734 Marketing Management AND 24746 Marketing: Concepts and Applications AND 27734 Marketing for the Experience Industries

Description

This subject focuses on the issues relating to the understanding of marketing and making effective decisions in a competitive marketplace. It present concerns about research practice, marketing mix plans, marketing strategies, and tactics for-profit and non-profit organisations. Topics include marketing fundamentals, understanding customers, collection and use of market information, developing marketing strategies and implementation plans, and integration of the marketing function with other disciplines within the organisation. The emphasis on this subject is on developing critical thinking to solve marketing problems.

Subject learning objectives (SLOs)

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

1.	demonstrate understanding of the 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.	formulate and implement marketing plans and tactics to drive ethical and sustainable organisational growth
4.	present effectively in an informal and formal manner, recommendations and findings of group work projects

Contribution to the development of graduate attributes

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 facilitates the development of 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 to the development of the following graduate attribute(s):

Intellectual rigour and innovative problem solving
Communication and Collaboration
Social responsibility and cultural awareness
Professional and technical competence

This subject also contributes specifically to develop the following program learning objective(s):

Communicate business information effectively to various stakeholders to achieve desired business outcomes (2.1)
?Interact and collaborate with colleagues and stakeholders to work effectively to achieve desired business outcomes (2.2)

Teaching and learning strategies

The subject is taught through a combination of online and face to face 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 electronic learning materials and resources. The learning management system will be used to share information and encourage interaction between staff and students.

Each class will include discussion of theoretical and practical content, and it is essential that students pre-read the relevant section of the Textbook. This will ensure that they are able to engage and participate in class debate, discussion and Workshop activities. During the workshops students will work in groups, and be required to complete workshop activities that are designed to assist students to consolidate learning of the lesson’s topic themes and how to relate them to practice.

The workshops will also require students to present and discuss marketing issues plus the status and planning for a stage of their marketing project. Each week students will be required to prepare, present and respond to class questions on a designated topic or case. Students will rotate this responsibility, thus building confidence and ability to communicate effectively to a group of people.

This subject is a challenging and intensive learning experience. A major emphasis is placed on developing critical thinking to solve marketing problems, which will be achieved via class participation and discussion. To ensure students gain context to their learning of marketing principles and an appreciation of contemporary marketing and business issues, students are encouraged to not only read the textbook chapters but also read relevant articles in 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 regular basis to coincide with the case study exercises and the major project.

Content (topics)

Marketing fundamentals and decision making
Understanding customers
Collection and use of marketing information
Developing marketing strategies and implementation plans
Integration of the marketing function with other disciplines of the organisation

Assessment

Assessment task 1: Case Study Exercises (Group)*

Objective(s):	This addresses subject learning objective(s): 2
Weight:	20%
Length:	5 minute presentation delivery
Criteria:	Demonstrate an understanding of the theories, frameworks and concepts relevant to marketing Ability to appraise analytical perspectives which underlie marketing decision-making *Note: Late submission of the assessment task will not be marked and awarded a mark of zero.

Assessment task 2: Marketing Project Report and Pitch (10% Group and 50% Individual)

Objective(s):	This addresses subject learning objective(s): 3 and 4
Weight:	60%
Length:	Group part targets 2,500 words Individual part targets 2,500 words per person
Criteria:	Formulate, write and implement a marketing plan. Present findings of a report in the form of an oral ‘pitch’. Reflect and appraise the decision making process.

Assessment task 3: Quizzes (Individual)*

Intent:	Two in-class or online quizzes (each 10%)
Objective(s):	This addresses subject learning objective(s): 1
Weight:	20%
Length:	Multiple-choice questions for each quiz that forces students to apply subject material in real-world
Criteria:	Accuracy of responses Demonstrate comprehension of core subject materials Display ability to apply core subject materials in the real-world through short answer and multiple choice questions *Note: Late submission of the assessment task will not be marked and awarded a mark of zero.

Minimum requirements

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

Required texts

Textbook:

Kotler, P. & Keller, K.L. 2015, Marketing Management, 15th edn, USA, Pearson
Available for purchase either in Print or eBook via the following link: https://www.pearson.com/en-us/subject-catalog/p/marketing-management/P200000007478/9780134236933

The textbook provides core background of the subject and is a good reference to students, especially to those without a marketing background and to those who need more information beyond what is discussed in lectures.

Students can use older and newer editions of this textbook as many readings align. However, the chapter numbers do not perfectly align with the block mode lectures and it is the students responsibility to align the chapters.

Recommended texts

‘The UTS Business School: Writing Guide’, Faculty of Business, UTS, Revised Edition - Available from the University Co-op Bookshop and online at https://www.uts.edu.au/sites/default/files/2018-07/UTS-Business-School-Writing-Guide.pdf.

Alternative textbooks:

G. Elliot, S. Rundle-Thiele, D. Waller, S. Smith, L. Eades, and I. Bentrott, 2017 Marketing, 4th Edition. Wiley.

R. Palmatier & S. Sridhar 2017, Marketing Strategy: Based on First Principles and Data Analytics, Palgrave.