MKT501 Marketing Management (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 current environment.

Availability

Session 1 (30)
On Campus
CSU Study Centre Melbourne
CSU Study Centre Sydney
Online
Bathurst Campus
Session 2 (60)
On Campus
CSU Study Centre Melbourne
CSU Study Centre Sydney
Session 3 (90)
On Campus
CSU Study Centre Melbourne
CSU Study Centre Sydney
Online
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.

Subject Information

Grading System

HD/FL

Duration

One session

School

School of Management and Marketing

Enrolment Restrictions

Postgraduate students only. Not available to students who have completed MBA503 or MKT571.

Subject Relationships

MBA503 Paired Subject
MKT571 There is a significant overlap in content.
MKT531 Paired Subject

Incompatible Subjects

MBA503, MKT531, MKT571

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 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.

Syllabus

This 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

Contact

For further information about courses and subjects outlined in the CSU handbook please contact:

Current students

Future students

The information contained in the CSU Handbook was accurate at the date of publication: May 2019. The University reserves the right to vary the information at any time without notice.

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