Future Students - Courses

Contemporary applied marketing

Unit Code: LMC705

Duration	Contact Hours	Campus	Prerequisite	Corequisite
One semester	36 hours over the study/teaching period (normally 3 hours per week)	Prahran	Nil	Nil

Credit Points: 12.5 Credit Points

Related Course/s:

A unit in the Master of Commerce and nested programs

This unit is co-badged with MBM702

Aims & Objectives:

This unit provides an applied approach to marketing and contemporary business practices. Taking strategy development as the foundation for implementing an appropriate marketing mix, the student is provided with practical examples and case studies that illustrate the application of marketing theory in the real world.

The core aims of this unit are to:
• Provide an applied understanding of theory to the range of marketing functions and activities
• Impart a detailed appreciation of the importance of being customer focused, as well as the methodologies and techniques businesses use to achieve this
• Using real life examples and case studies, provide practical insight into how organisations develop and implement appropriate strategic and tactical marketing mixes in the contemporary business arena
• Enable students to relate the concepts discussed in the course to customer-centric marketing and use this information to help formulate effective marketing activities

Teaching Methods:

Lectures, tutorials, industry visit, case study exercises

Assessment:

Individual assignment/report 30-50%
Case-based project 30-50%
Group-based report 10-30%

Generic Skills Outcomes:

Study of this unit will help students develop the following generic skills:

• Teamwork skills
• Analytical skills
• Business research skills appropriate to addressing managerial challenges and problem solving
• Problem solving and decision making skills
• Ability to develop and adapt business models
• Communication skills
• Reporting and presentation skills
• Strategic thinking skills
• Ability to work independently
• Ability to address unfamiliar problems
• Ability to engage in critical enquiry and discussion
• Ability to identify and address ethical matters in business

Content:

• Customer-centric marketing part 1 – buyer behaviour perspectives
• Customer-centric marketing part 2 – decision making processes
• Marketing strategy and its application in segmentation and positioning
• Strategic marketing research and application to the marketing mix
• Product and packaging in the marketing mix – matching needs and gaining attention
• Place in the marketing mix – distribution strategy, including e-marketing, location and atmospherics
• Place in the marketing mix part 2 – distribution, including e-marketing, location and atmospherics
• Price and value in the marketing mix
• Promotion in the marketing mix – communication strategy and channel selection, including advertising, PR, e-marketing and sales
• Promotion in the marketing mix part 2 – communication strategy and channel selection, including advertising, PR, e-marketing and sales
• People in the marketing mix – service delivery and staff satisfaction
• Bringing it together – applied strategic marketing overview

Reading Materials:

Kotler, P., Keller, K. L. & Burton, S. (2009), Marketing Management (Australia), 13th Edition, Pearson Education Australia PTY LTD.
Doole, I. & Lowe, R. (2007) International Marketing Strategy: Analysis, Development and Implementation, 5th edn, Cengage Learning EMEA
Kerin, R. A. & Peterson, R. A. (2007), Strategic Marketing Problems, Cases & Comments, Pearson International Edition, 11th edn, Pearson Education International.