MKT571 Marketing for Business Managers (8)

This subject addresses the management challenge of designing and implementing combinations of marketing variables to carry out a firm's strategy in its target markets. As marketing is a practical discipline, it is vital that students understand the concepts and theories underlying marketing decision making as these skills help them to analyse and understand complex marketing situations in order to develop and execute appropriate managerial actions.

Subject Outlines
Current CSU students can view Subject Outlines for recent sessions. Please note that Subject Outlines and assessment tasks are updated each session.

No offerings have been identified for this subject in 2018.

Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.

Subject Information

Grading System



One session


School of Management and Marketing

Enrolment Restrictions

Only available to students enrolled in the Master of Management (IT) (Articulated Set); Master of Project Management (Articulated Set); Master of Business Administration (Computing).

Not available to students who have completed MKT501 and MBA503.



Incompatible Subjects

MBA503, MKT501

Learning Outcomes

Upon successful completion of this subject, students should:
  • be able to critically evaluate the role of internal marketing and propose methods to improve the application of internal marketing within an organisation;
  • be able to identify and analyse market place phenomena including the relationship between an organisation, its market and its operating environment;
  • be able to analyse the marketing environment, understand customers and identify opportunities and threats in the market place;
  • be able to design segmentation strategies and use this information to select target markets;
  • be able to develop marketing programs in IT contexts; and
  • be able to create and justify a strategic marketing plan.


This subject will cover the following topics:
  • The role of marketing
  • Market-orientated strategic planning
  • Scanning the marketing environment
  • Consumer markets and their buying behaviour
  • Business markets and their buying behaviour
  • Analysing industries and markets
  • Segmentation, targeting and positioning
  • Developing new products and services
  • Developing product and brand strategies
  • Developing pricing strategies
  • Designing marketing channels
  • Managing integrated marketing communications
  • Marketing communications decisions
  • Implementing, evaluating and controlling marketing programs


Current Students

For any enquiries about subject selection or course structure please contact Student Central or or phone on 1800 275 278.

Prospective Students

For further information about Charles Sturt University, or this course offering, please contact info.csu on 1800 275 278 (free call within Australia) or enquire online.

The information contained in the 2018 CSU Handbook was accurate at the date of publication: August 2018. The University reserves the right to vary the information at any time without notice.