MK401 Marketing Innovation

DESCRIPTION

This unit equips students with advanced knowledge of principles, strategies, and theories of marketing, as well as their application to various practical business situations. It explores marketing concepts, managing the marketing mix, the role of the product manager, preparation of a marketing plan, marketing analysis, and formulation of marketing strategies. This unit examines the principles of marketing and provides practical examples, through case studies and an applied marketing project, of how those principles should be and are applied in business.

RELEVANT COURSES

Master of Business Administration*
Graduate Diploma of Business Administration*
Graduate Certificate in Business Administration*

*Core unit

CREDIT POINTS

10

DELIVERY MODE

On campus

PREREQUISITE OR CO-REQUISITE

BC400 Communication and Media Management

UNIT LEARNING OUTCOMES

LO1 Demonstrate an advanced understanding of marketing terminology

LO2 Demonstrate an advanced ability to identify and respond to marketing opportunities and threats

LO3 Critique the market structure for selected products and identify and prioritise industrial, commercial and consumer market segments for a given industry

LO4 Justify and recommend an appropriate marketing strategy for a given product or industry

LO5 Create a marketing plan for a business firm

CONTENT

  • Stages and functions of marketing
  • Market research
  • Developing a marketing plan
  • Marketing strategies
  • Economic theory of marketing strategies
  • Advertising and promotion
  • Government policies, trade, competitiveness, and productivity
  • Action plan, budget, and control

ASSESSMENT METHODS

  1. Marketing Plan: Part 1 – 20%
  2. Oral Presentation and Report – 30%
  3. Marketing Plan: Plan 2 – 50%

PRESCRIBED READINGS

Kotler, P., & Armstrong, G. (2020). Principles of marketing. London: Pearson Education.

Check with the lecturer each semester before purchasing any textbooks