Marketing - 2017

To enrol in this unit, you must be accepted into a course from the provider. Read before you start

Unit summary


  • Level of Study: Postgraduate
  • Study load: 0.125 EFTSL
  • Delivery method: Fully Online
  • Prerequisites: Yes
  • Duration: 12 weeks
  • Government loans available: FEE-HELP
  • Availability for 2016: Sess 1 , Sess 2
  • Availability for 2017: Sess 1 , Sess 2
  • Assessment: Assignment 1 - Online case study (20%) , Assignment 2 - Marketing Plan & Pitch (50%) - Learn more

Unit provided by

2017 Fees
Domestic 4,320.00
International 4,570.00

The unit builds work-ready skills in marketing within a global context incorporating digital communication and recording tools. You will appreciate these tools as you apply the marketing concepts practically within a collaborative learning network. You will also integrate design thinking and marketing planning, as you develop consumer-centric solutions to marketing problems.

Overall the unit provides knowledge of marketing function and the implementation of marketing tools, techniques and processes to achieve optimal organisational outcomes in the marketplace. You will acquire knowledge and skills in marketing process:

  1. employing empathy in understanding consumers, and employing marketing tools to analyse the external and internal environments
  2. utilise insights gained to adequately define marketing problems
  3. employ techniques that facilitate ideation (thinking outside the box)
  4. strategically design branding, positioning and marketing mix elements (product, price, promotion and distribution) in line with targeted consumer segments
  5. to prototype, test, implement and amend within a process of metrics and controls.

This unit draws on student experience as managers in industry (including experience operating internationally and locally), and emphasises the importance of marketing management in a business context.

On successful completion of this unit you will be able to:

  1. synthesise and apply contemporary and key marketing knowledge, which is culturally, socially and politically sensitive, with interpersonal skills, accepting the importance of ongoing continuous learning
  2. critically analyse and synthesise internal organisational and external industry information and macro environment related data and evaluate the impact on marketing plan design
  3. apply analytical tools, frameworks, models and techniques to assist with the collection, classification and presentation of marketing information
  4. evaluate design options regarding marketing mix elements in different business contexts
  5. design a marketing plan in an existing or new market and apply design thinking to complex marketing problems and opportunities by developing creative solutions that contributes to professional practice
  6. select, communicate and advocate desirable ideas and solutions that will address complex marketing problems and opportunities to both specialist and non-specialist audiences.
  • Assignment 1 — Online case study (20%)
  • Assignment 2 — Marketing Plan & Pitch (50%)
  • Assignment 3 — Reflection (30%)

Equivalent units

You cannot enrol in this unit if you have successfully completed any of the following unit(s) because they are considered academically equivalent:

  • OMBA210 — Marketing Management

Recommended prerequisites

You are recommended to have completed the following unit(s) or have equivalent knowledge before starting this unit:

  • Broadband access

In order to enrol in this unit, you must be accepted into one of the following courses:

Please visit the course details page and read the Requirements tab for more information about eligibility.

This unit addresses the following topics.

1The role of Marketing
2Ethics, Social Responsibility and Sustainability (ERS)
3Marketing Environment
4Design Thinking and Marketing Planning
5Marketing Research, Segmentation, Targeting, and Positioning
6Consumer Behaviour and Business Markets
7Branding, New Products and Product Strategy
8Product Innovation and Services Offerings
9Pricing Decisions and Delivering Value
10Integrated Marketing Communications (IMC) and Social Media
11International Opportunities and Global Markets
12Course Summary

This unit is delivered using the following methods and materials:

Instructional Methods

  • Discussion Forum/Discussion Board
  • Embedded Multimedia
  • Online assignment submission
  • Standard Media
  • Web links

This unit is a core requirement in the following courses:

This unit may be eligible for credit towards other courses:

  1. 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.
  2. 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 Co-Op textbook list.

Textbook information for this unit is currently being updated and will be available soon. Please check back regularly for updates. Alternatively, visit the The Co-op website and enter the unit details to search for available textbooks.

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