Marketing - 2016

To enrol in this unit, you must be accepted into a course from the provider. Read before you start
This page is for past year, View 2017 unit details.

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
  • Assessment: Assignment 1 - Online case study (20%) , Assignment 2 - Marketing Plan & Pitch (50%) - Learn more

Unit provided by

2016 Fees
Domestic 4,080.00
International 4,330.00

This unit will enhance your capability to understand the marketing function and the implementation of marketing tools, techniques and processes to achieve optimal organisational outcomes in the marketplace. It will introduce you to the core marketing concepts placed in a global context. This will assist you in understanding marketing practices and strategy, segmentation and positioning, the importance of market research, the relationship between the consumer and the firm, key marketing decisions, brand management, marketing’s role in business success, and ethical or responsible marketing. You will also design elements of the marketing mix in case contexts that suit specific business contexts (product and branding decisions, pricing decisions, distribution decisions, and communication decisions)

Upon 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, so as to develop 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.

1Introduction and Role of Marketing
2Marketing Environment
3Product & Service Strategies
4Pricing Strategies and Marketing Channels
5Integrated marketing communication
6Customer and Business Markets
7Questionnaire Development
8Descriptive Statistics
9Statistical Inference
10Segmentation, Targeting Positioning and Research techniques
11International Marketing
12Marketing Strategy

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.

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

  • Marketing Management: Global Edition

    By:Kotler / Keller

    ISBN: 9781292092621


    Supplier:Go to The Co-op Bookshop

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