Marketing For Managers - 2016

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

Unit summary

OMBA820

  • 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 participation (20%) , Assignment 2 - Marketing Analysis & Plan (50%) - Learn more

Unit provided by

or
2016 Fees
AUD$
Domestic 3,960.00
International 4,210.00

This unit seeks to develop understanding of the marketing function, to observe current marketing practice and to examine key issues currently challenging the profession. The unit stresses the relationship between the customer /client and the organisation as a producer or service provider. Ethical or responsible marketing as a strategy for building trust is also identified. The primary unit objective is to enable students to understand and utilise marketing tools, techniques and processes towards better organisational outcomes. This enables students to better manage the marketing issues. Theoretical concepts such as segmentation, targeting, positioning, among others are presented and applied in a series of cases and activities that reflect the use of these concepts in real practice. Marketing strategy is related to the environmental opportunities and constraints that must be addressed. A feature of this unit is to consider the relevance of marketing practices in different organisational contexts.

You will develop the following capabilities:

Analytical and technical competency:

  1. develop and evaluate a marketing strategy
  2. analyse quantitative and qualitative information to assess risk implications in business decisions
  3. analyse, interpret and implement changes in technology
  4. undertake independent academic research

Effective communication:

  1. present ideas clearly and succinctly using correct English spelling and grammar
  2. present reports, working papers, meeting documents and memos in an appropriate format
  3. present quantitative information in a clear, simple and informative format
  4. deliver an oral presentation that is clear, concise, engaging and informative

You will:

  1. appreciate the role of marketing in business success;
  2. understand and apply the key concepts and tools of marketing theory and practice, including the importance of customers, differing marketing environments, buyer behaviour, industry and market dynamics, the product life cycle and the new product diffusion process, segmentation, target market selection and positioning, the marketing mix (product, price, distribution and promotion)
  3. understand the strategic marketing planning process and appreciate the tools of marketing information and research
  4. perform a marketing situational analysis and design effective marketing management strategies
  • Assignment 1 — Online participation (20%)
  • Assignment 2 — Marketing Analysis & Plan (50%)
  • Assignment 3 — Reflection (30%)

Recommended prerequisites

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

Please note: the listed pre-requisite is for MBA students only who must have successfully completed or currently be enrolled in OMBA770/BUSM4536; or enrol to study BUSM4536 and OMBA820 concurrently.

  • 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.

NumberTopic
1Marketing Overview & Strategic Marketing Planning
2The Marketing Environment
3Consumer Behaviour
4Business Buyer Behaviour
5Marketing Research
6Market Segmentation, Targeting & Positioning
7Product Strategy
8Pricing Strategy & Distribution Strategy
9Marketing Communications
10Services Marketing, People, Processes & Physical Evidence
11International Marketing
12Questionnaire Design & Measurement Scales for Managers

This unit is delivered using the following methods and materials:

Instructional Methods

  • Blogs
  • Discussion Forum/Discussion Board
  • Online Quizzes/Tests
  • Online assignment submission
  • Podcasting/Lecture capture
  • Standard Media
  • Web links
  • Wikis

Online materials

  • Printable format materials

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.

Textbooks are subject to change within the academic year. Students are advised to purchase their books no earlier than one to two months before the start of a unit.

Click on the titles of the listed books below to find out more:

Required textbooks

  • CP0989 - Marketing for Decision Makers

    By:Lamb,Charles

    ISBN: 9780170356084

    Format:Print

    Supplier:Go to The Co-op Bookshop


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