MKTG5561 Marketing Management

Credit
6 points
Offering
(see Timetable)
AvailabilityLocationMode
Semester 1UWA (Perth)Online-TT
Semester 1UWA (Perth)Multi-mode
Content
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.
Outcomes
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.
Assessment
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 Saalem Sadeque
Unit rules
Incompatibility:
MKTG5550 Marketing Principles
Contact hours
Contact hours: 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.
  • Unit readings, including any essential textbooks, are listed in the unit outline for each unit one week prior the commencement of study. The unit outline will be available via the LMS and the UWA Handbook. Reading lists and essential textbooks are subject to change each semester. Essential textbooks can be purchased from the commercial vendors to secure the best deal. The Student Guild can provide assistance on where to purchase books if required. Books can be purchased second hand at the Guild Secondhand bookshop (second floor, Guild Village), which is located on campus. Copies of textbooks and other readings will be made available for students to access from the Library, online wherever possible as well as in print.
  • If this unit is offered as on-campus face-to-face study only, students who are presently unable to enter Western Australia and whose studies would be delayed by an inability to complete this unit, should contact the unit coordinator (details given on this page) to ascertain, on an individual case-by-case basis, if alternate arrangements can be made to support their study in this unit.