Subject details

On successful completion of this subject 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.

  • Topics

    • The role of Marketing
    • Ethics, Social Responsibility and Sustainability (ERS)
    • Marketing Environment
    • Design Thinking and Marketing Planning
    • Marketing Research, Segmentation, Targeting, and Positioning
    • Consumer Behaviour and Business Markets
    • Branding, New Products and Product Strategy
    • Product Innovation and Services Offerings
    • Pricing Decisions and Delivering Value
    • Integrated Marketing Communications (IMC) and Social Media
    • International Opportunities and Global Markets
    • Course Summary

  • Study resources

    • Instructional Methods

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

Entry Requirements

Equivalent Subjects

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

  • RMI-OMBA210

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

Special requirements

No special requirements

The subject 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 subject 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 subject 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.

  • Online case study (20%)
  • Marketing Plan & Pitch (50%)
  • Reflection (30%)

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 subject.

View textbooks

Related Degrees

postgraduate OUA-PSU-GCE-2018

Postgraduate Single Subjects