MKTG5561 Marketing Management

6 points
(see Timetable)
Semester 1UWA (Perth)Face to face
Semester 2UWA (Perth)Face to face
Effective marketing is not about learning a series of facts, but comes from systematic critical thinking and reasoned application of underlying marketing principles in a dynamic competitive environment. This unit provides the principles and analytical frameworks used in marketing and challenges students to use these to make better marketing decisions.

Emphasis is placed on developing the approaches and skills necessary to (1) assess marketing opportunities by analysing customers, competitors, company performance and the broader environment; and (2) design effective marketing approaches by choosing and applying appropriate strategies for pricing, promotion, distribution and products.

The unit explains marketing's role and its relationship with business strategy and makes a case for a market orientation in strategy formulation. It is focused on identifying, analysing and solving marketing problems and students are provided with opportunities to present and defend their own analysis and recommendations through a series of case studies. Lectures, cases and classroom discussion are used to build knowledge of these marketing issues.

Marketing in both business-to-business and consumer markets is addressed. There is recognition within the unit that environmental changes, customer needs and shifts in competitor activities all impact on appropriate strategic and tactical marketing choices.
Students are able to (1) identify the role that marketing plays in organisations and society; (2) critically apply marketing theory to analyse an organisation's marketing mix elements, use relevant course materials to make an extensive assessment of the situational context, analyse alternatives and develop clear and well-supported arguments for improvement though weekly case study analysis; (3) demonstrate the ability to extrapolate case study conclusions to a wider theoretical and applied context; and (4) produce clear and concise written communication using an appropriate writing and referencing style.
Indicative assessments in this unit are as follows: (1) participation; (2) practical project; and (3) final examination. Further information is available in the unit outline.

Supplementary assessment is not available in this unit.
Unit Coordinator(s)
Dr Mila Tarabashkina and Kate Mizerski
Unit rules
MKTG5550 Marketing Principles
Contact hours
lectures/seminars: up to 3 hours per week
Unit Outline
Semester 1-2020 [SEM-1-2020]
  • The availability of units in Semester 1, 2, etc. was correct at the time of publication but may be subject to change.
  • All students are responsible for identifying when they need assistance to improve their academic learning, research, English language and numeracy skills; seeking out the services and resources available to help them; and applying what they learn. Students are encouraged to register for free online support through GETSmart; to help themselves to the extensive range of resources on UWA's STUDYSmarter website; and to participate in WRITESmart and (ma+hs)Smart drop-ins and workshops.
  • Books and other material wherever listed may be subject to change. Book lists relating to 'Preliminary reading', 'Recommended reading' and 'Textbooks' are, in most cases, available via the Booktopia Textbook Finder, which has the functionality to search by course code, course, ISBN and title, and may also be posted or available at the appropriate school's administrative offices. Where texts are listed in the unit description above, an asterisk (*) indicates that the book is available in paperback.