University of Technology SydneyHandbook 2008

24746 Marketing: Concepts and Applications

Faculty of Business: Marketing
Credit points: 6 cp

Subject level: Postgraduate

Result Type: Grade and marks

Handbook description

This subject aims to develop effective market-oriented managers. It addresses issues relevant to managers in diverse environments in which they face multicultural and digital issues driving organisational growth. The emphasis is on developing a sound understanding of the underlying logic of marketing frameworks and its interactions with other management disciplines. Upon completion, students should be able to appreciate the application of sound marketing frameworks to managerial decisions, apply analytical perspectives and decision tools, and formulate and implement marketing strategies.

Subject objectives/outcomes

On successful completion of this subject students should be able to:

  1. Apply marketing theories, frameworks and concepts in managerial decision contexts.
  2. Apply analytical perspectives and decision tools, which underlie creative marketing decision-making.
  3. Formulate and implement marketing strategies that drive organisational growth.
  4. Work effectively in teams to develop interpersonal, leadership and communication skills.
  5. Present in an informal and formal manner the findings of the group work components.

Contribution to graduate profile

The overall aim of Marketing: Concepts & Applications is to help participants become effective market-oriented managers. In this subject marketing related issues are addressed that are relevant to managers in diverse and changing environments in which they face a range of issues when driving organisational growth. The emphasis is on developing a sound understanding of the underlying logic of marketing frameworks and its interaction with other management disciplines. It is a foundation subject and is designed to provide a strong basis in marketing required for general management decision-making.

Teaching and learning strategies

The subject will be based on dynamic and interactive lecture and workshop sessions. It will be taught through a combination of lectures, case analyses, workshops built around in-class exercises and presentations. These classes will be supplemented with both printed and electronic learning materials and resources. The UTS web-based communication tool (UTSOnline Course Information) will be used to share information and encourage interaction between staff and students. Students will also use appropriate computer software such as spreadsheets and word processors to complete assigned tasks.

Content

  • Understanding the role of marketing in driving profitable organisational growth
  • Understanding customer experiences
  • Creating and managing marketing knowledge
  • Marketing analysis, planning and creativity
  • Developing marketing strategies and tactics
  • Managing products and customer solutions
  • Managing pricing
  • Managing distribution channels and alliances
  • Managing communications
  • Managing marketing implementation
  • Auditing marketing performance

Assessment

Case analysis: (Individual)30%
Case analysis summary reports are assessed according to how well students demonstrate marketing knowledge and its application within the context of set case studies. Students are required to bring to each class in which a case is discussed a written summary of their case analysis and associated recommendations. Three of these case analysis summary reports will be collected from each student during the semester. Addresses objectives 1, 2, 3 and 5.
Project:(Group)30%
The group project requires the development of a managerially sound marketing plan. The project includes two components: a written report and a presentation. The grade assigned to the group is the grade given to every individual in that group, unless it is made clear that the group believes the distribution of work was uneven. Addresses objectives 2-5.
Written examination: (Individual)40%
There will be a formal final exam designed to assess students understanding of the theories, frameworks and concepts and their application. Addresses objectives 1-3.

To pass the subject, students must achieve at least 50% of the final overall grade.

Recommended text(s)

Gudergan S., Kotler P. and Best R., (2001) Contemporary Marketing Management Prentice Hall.

Indicative references

Gregory Whitwell, Bryan A. Lukas, Peter Doyle "Marketing Management: A Strategic, Value-Based Approach" 2003 published by John Wiley & Sons Australia Ltd

Noel Capon, James M. Hulbert "Marketing Management in the 21st Century" 2001 Prentice-Hall, Inc.