Undergraduate - UnitMKC2210 - Marketing management

This unit entry is for students who completed this unit in 2015 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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6 points, SCA Band 3, 0.125 EFTSL

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

Level	Undergraduate
Faculty	Faculty of Business and Economics
Organisational Unit	Department of Marketing
Offered	Clayton Second semester 2015 (Day)
Coordinator(s)	Dr Yongfu He

Synopsis

This subject builds on the concepts and issues covered in MKC1200 Principles of marketing. It emphasises the role of marketing management in contemporary organisations, with particular focus on the marketing planning role and the formulation of marketing strategies.

Outcomes

The learning goals associated with this unit are to:

describe the scope of the marketing management function and its role within organisations
analyse the external and internal environments of an organisation
devise appropriate marketing strategies within the marketing planning process
convince a manager to adopt a proposed marketing plan based on written and oral submissions

Assessment

Within semester assessment: 50%
Examination: 50%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

Chief examiner(s)

Dr Yongfu He

Prerequisites

A minimum of 48 credit points, including MKC1200 and one other marketing unit.

Prohibitions

MKF3121, MKG3121, MKW3121