Contemporary Applied Marketing
LMC705
Overview
To enrol in this unit, you must be accepted into a course from the provider.
Read before you start
Level of study: What does Postgraduate mean?
Postgraduate
EFTSL: What does EFTSL mean?
0.125
Delivery Method: What does delivery method mean?
Fully Online
Prerequisites: What are the prerequisites?
No
Duration:
13 weeks
Government loans available:
FEE-HELP FEE-HELP
Domestic student fee:
$2,000.00 (AUD)
International student fee:
$2,225.00 (AUD)
Description
Through practical examples and case studies the unit provides insight to the techniques that businesses use to gain customer focus. Students are introduced to the three pillars of strategic business research, namely understanding the organisation, understanding customers, and understanding the marketing environment (including the competition). Practical insights are given into the range of research approaches used in directing marketing strategy and designing elements of the marketing mix. The unit also includes consideration of marketing research concerning business opportunities associated with environmental sustainability and the associated influence on research approach of community values, including a critique of green marketing initiatives. Rather than just focusing on methodological considerations, the unit provides training in both the application and interpretation of actual data generated from the most popular areas of contemporary business research, namely segmentation, brand health tracking, service quality and customer satisfaction, employee satisfaction and internal audits, retail audits and other research activities that support the marketing mix.
Enrolment Restriction
In order to enrol in this unit, you must be accepted into one of the following courses:
- Graduate Diploma of Technology (Business Systems)
- Master of Technology (Business Systems)
- Graduate Certificate of Commerce
- Graduate Diploma of Commerce
- Master of Commerce
If you wish to seek approval to enrol in this unit without being accepted in a course, please contact OUA regarding the process.
Assessment
- Case Study — Case-based project (30%-50%)
- Group Project — (10%-30%)
- Report — Individual report (30%-50%)
Learning Outcomes
At the completion of this unit students will be able to:
- provide an applied understanding of theory to the range of marketing functions and activities
- impart a detailed appreciation of the importance of being customer focused, as well as the methodologies and techniques businesses use to achieve this
- use real life examples and case studies, providing practical insight into how organisations develop and implement appropriate strategic and tactical marketing mixes in the contemporary business arena
- relate the concepts discussed in the unit to customer-centric marketing.
Topics
This unit addresses the following topics.
| Number | Topic |
|---|---|
| 1 | Customer-centric marketing part 1 - buyer behaviour perspectives |
| 2 | Customer-centric marketing part 2 - decision making processes |
| 3 | Marketing strategy and its application in segmentation and positioning |
| 4 | Strategic marketing research and application to the marketing mix |
| 5 | Product and packaging in the marketing mix - matching needs and gaining attention |
| 6 | Place in the marketing mix - distribution strategy, including e-marketing, location and atmospherics |
| 7 | Place in the marketing mix part 2 - distribution, including e-marketing, location and atmospherics |
| 8 | Price and value in the marketing mix |
| 9 | Promotion in the marketing mix - communication strategy and channel selection, including advertising, PR, e-marketing and sales |
| 10 | Promotion in the marketing mix part 2 - communication strategy and channel selection, including advertising, PR, e-marketing and sales |
| 11 | People in the marketing mix - service delivery and staff satisfaction |
| 12 | Bringing it together - applied strategic marketing overview |
Study Resources
This unit is delivered using the following methods and materials:
Instructional Methods
- Audio/Video conferencing
- Chat rooms
- Discussion Forum/Discussion Board
- Embedded Multimedia
- Online Quizzes/Tests
- Online assignment submission
- Podcasting/Lecture capture
- Standard Media
- Web links
- Wikis
Textbook information for this unit is currently being updated and will be available soon. Please check back regularly for updates. Alternatively, visit the Unibooks website and enter the unit details to search for available textbooks.
Relevant Courses
This unit is a core requirement in the following courses:
This unit is an approved elective in the following courses:
- Graduate Diploma of Technology (Business Systems), Swinburne University of Tnlgy
- Master of Technology (Business Systems), Swinburne University of Tnlgy
- Graduate Diploma of Commerce, Swinburne University of Tnlgy
- Master of Commerce, Swinburne University of Tnlgy
This unit may be eligible for credit towards other courses:
- Many undergraduate courses on offer through OUA include 'open elective' where any OUA unit can be credited to the course. You need to check the Award Requirements on the course page for the number of allowed open electives and any level limitations.
- In other cases, the content of this unit might be relevant to a course on offer through OUA or elsewhere. In order to receive credit for this unit in the course you will need to supply the provider institution with a copy of the Unit Profile in the approved format, which you can download here. Note that the Unit Profile is set at the start of the year, and if textbooks change this may not match the Unibooks textbook list.
