MKT531 Marketing Practice (8)


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 Location

Session 1
DistanceAust Graduate Mgt Consortium
Session 3
DistanceAust Graduate Mgt Consortium
Continuing students should consult the SAL for current offering details: MKT531
Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.

Subject information

Duration Grading System School:
One sessionHD/FLSchool of Management and Marketing

Enrolment restrictions

Available only for Australian Graduate Management Consortium (AGMC) students.
Incompatible subject(s)Related subject(s)
MBA503 MKT501 MKT571 MBA503 Paired Subject
MKT501 Paired Subject
MKT571 Significant overlap in content

Learning Outcomes

Upon 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 analyse and appraise the internal and external marketing environment and draw out implications of changes in the environment for the organisation's marketing strategy;
  • be able to develop and evaluate marketing strategies for organisations in different market positions;
  • be able to design effective and comprehensive marketing programs to serve selected target markets; and
  • be able to create, monitor and critically evaluate the implementation of a marketing plan.


The 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


The information contained in the 2016 CSU Handbook was accurate at the date of publication: 06 September 2016. The University reserves the right to vary the information at any time without notice.