Subject details

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

  1. apply the key concepts and tools of marketing theory and practice to enable application of marketing functions in a professional context
  2. implement the strategic marketing planning process to develop and manage marketing plan
  3. use the marketing information and research tools to perform a marketing situational analysis
  4. analyse quantitative and qualitative information to assess risk implications in business decisions
  5. present quantitative information in a clear, simple and informative format.
    • The role of Marketing
    • Marketing Environment
    • Marketing Research
    • Services Marketing
    • Marketing Segmentation, Targeting, and Positioning
    • Consumer and Business Behaviour
    • Product Strategy
    • Integrated Marketing Communications (IMC) and Social Media
    • Pricing Strategy
    • Distribution Strategy
    • International Marketing
    • Course Overview
  • Study resources

    • Instructional methods

      • Blog
      • Discussion forum/Discussion Board
      • Web links
      • Online assignment submission
      • Podcasting/Lecture capture
      • Online Quizzes/Tests
      • Standard Media
      • Wikis
    • Online materials

      • Printable format materials

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


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.

Special requirements

No special requirements

This subject seeks to develop understanding of the marketing function, to observe current marketing practice and to examine key issues currently challenging the profession. The subject 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 subject 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 subject is to consider the relevance of marketing practices in different organisational contexts.

  • Reflection (30%)
  • Marketing Analysis & Plan (50%)
  • Online participation (20%)

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

Textbook information is pending.

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