MKT501 Marketing Management (8)
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 current environment. |
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+ Subject Availability Modes and Location
Session 1 | Internal | CSU Study Centre Melbourne | Internal | CSU Study Centre Sydney | Distance | Bathurst Campus | Session 2 | Internal | CSU Study Centre Sydney | Session 3 | Internal | CSU Study Centre Melbourne | Internal | CSU Study Centre Sydney | Distance | Bathurst Campus |
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.
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Subject informationDuration | Grading System | School: |
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One session | HD/FL | School of Management and Marketing |
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Enrolment restrictions
Postgraduate students only. Not available to students who have completed MBA503 or MKT571. |
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Incompatible subject(s) | Related subject(s) |
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MBA503 MKT531 MKT571 | MKT571 There is a significant overlap in content. MKT531 Paired Subject MBA503 Paired Subject
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Learning OutcomesUpon successful completion of this subject, students should:
- be able to assess and explain the nature of marketing and marketing management in contemporary organisations;
- be able to find relevant and important information about organisations, their industries and marketplaces from secondary sources;
- be able to evaluate the key marketing aspects of segmentation, targeting and positioning (STP) and be able to analyse an organisation's approach to STP;
- be able to apply the marketing mix and aspects of branding and positioning to a specific target market and be able to evaluate competitors' programs; and
- be able to discover and evaluate how contemporary issues of environment, social media and other technology, society and Corporate Social Responsibility (CSR) might affect marketing.
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SyllabusThe subject will cover the following topics:
- Drivers of contemporary marketing
- The marketing environment
- The marketing organisation
- Market orientation
- Researching the organisation
- Services, product solutions and brands
- The contemporary marketing mix and positioning
- Markets, customers and target markets
- Marketing communications
- The marketing plan
- The target market focused marketing plan as an organisational action tool
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The information contained in the 2015 CSU Handbook was accurate at the date of publication: 01 October 2015. The University reserves the right to vary the information at any time without notice.