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.

No offerings have been identified for this subject in 2019.

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

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.

Prerequisites

ITI500

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.

Syllabus

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

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.

Back