MKT501 Marketing Management (8)
CSU Discipline Area: Marketing (MARKT)
Duration: One session
Abstract:
Marketing is an enterprise wide opportunity for any organisation to understand its customers and the markets they might wish to participate in. Marketing Management is concerned with identifying, entering and developing markets and aligning the organisation's resources to achieve its goals. This subject will introduce students to key ideas, philosophies and theories that make marketing an essential activity in any organisation. Specifically, students will investigate marketing's origins and how marketing can be contextualised in the organisation as a platform to align the organisation's goals with market demand. The subject will also encourage students to investigate and discuss how marketing, contemporary marketing and customer issues can be managed in the environment.
+ Subject Availability Modes and Locations
| Session 1 | |
|---|---|
| Internal | CSU Study Centre Melbourne |
| Internal | CSU Study Centre Sydney |
| Distance | Bathurst | Session 3 |
| Internal | CSU Study Centre Sydney |
| Distance | Bathurst |
Continuing students should consult the SAL for current offering details: MKT501
Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.
Enrolment restrictions:
Enrolment restricted to postgraduate students only. Not available to students who have completed RMBU5832. Not available to MBA students.
Objectives:
Upon successful completion of this subject, students should:
- assess and explain the nature of marketing and marketing management in contemporary organisations;
- investigate and assess the role of market orientation in an organisation of your choice;
- investigate and describe how market research contributes to solving marketing problems;
- evaluate the key marketing aspects of segmentation, targeting and positioning (STP) and be able to analyse organisations approach to STP;
- apply the Marketing Mix and aspects of branding and positioning to a specific target market and be able to evaluate competitors programs;
- discover and evaluate how contemporary issues of environment, social media and other technology, society and Corporate Social Responsibility (CSR) might affect marketing; and
- analyse a marketing challenge and create a marketing plan to be applied to an organisational situation, to achieve desired outcomes.
Syllabus:
The subject will cover the following topics:
- Marketing issues today - definitions, key theories, the contemporary environment, organisational alignment via Market Orientation. Includes topics: Drivers of Contemporary Marketing; The Marketing Environment; and The Marketing Organisation
- Surveying the organisation, research to understand market orientation in the firm. Includes topics: Marketing Orientation; and Researching the Organisation
- Contemporary marketing - services, products, brands, target markets, communications, live issues. Includes topics: Services, Products solutions and brands; The Contemporary Marketing Mix and Positioning; Markets, Customers and Target Markets; and Marketing Communications
- Marketing Management and Marketing Planning with organisational context. Includes topics: The Marketing Plan; Organisational Input; and The Target Market focused marketing plan as an organisational action tool
The information contained in the 2013 CSU Handbook was accurate at the date of publication: 24 April 2013. The University reserves the right to vary the information at any time without notice.