24734 Marketing Management

Subject level: Postgraduate

Handbook description

This subject develops essential marketing knowledge and competencies that guide general and functional managers in their strategic and day-to-day decision making. It challenges common thinking and helps participants become effective market-oriented managers.

Subject objectives/outcomes

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

1. apply of marketing theories, frameworks and concepts to 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. present more effectively in an informal and formal manner the findings of the group work components.

Contribution to graduate profile

The overall aim of Marketing Management 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 is based on dynamic and interactive lecture and workshop sessions. It is taught through a combination of lectures and workshops. The lectures involve critical debate and case deliberations; and the workshops are built around in-class exercises, case discussions 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

The subject will address the following topics:

• 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 and auditing marketing implementation

Assessment

Assessment item 1: Mid-semester Exam (Individual)

Assessment item 2: Final Exam (Individual)

Assessment item 3: Project Report (Group)

Required text(s)

Winer, RS (2007), Marketing Management, 3rd edn, Pearson Education Inc, New Jersey

Recommended text(s)

Guide to Writing Assignments, Faculty of Business. (This is available from the Co-Op Bookshop)