Future Students - Courses

Marketing Management

Unit Code: HBM534

Duration	Contact Hours	Campus	Prerequisite	Corequisite
One teaching period	36 hours	Hawthorn	Completion of all units in the Graduate Certificate of Marketing or equivalent.	Nil

Credit Points: 12.5 Credit Points

Related Course/s:

A unit of study in the Master of Marketing suite and Master of Marketing Global Leadership Program.

Aims & Objectives:

The Marketing Management unit teaches students about managing a marketing department/division. Understand that marketing is a function of the organisation. Know how to analyse the marketing function within various organisations. Learn how to design and manage marketing operations and marketing people withing the organisation. Understand the need for marketing to be a profit centre within the organisation.

Upon completion of this unit students will be able to:-

Understand marketing as a function of enterprise, beyond simply the development of the marketing mix 4Ps/ 7Ps
Analyse the marketing function within different enterprises
Design and manage marketing operations and marketing people within an enterprise. (Staffing, Skilling)
Understand the need for the marketing function to be a profit centre of the business
Work effectively in a team environment
Communicate in an effective manner suitable for business audiences

Teaching Methods:

Classes in either weekly or block mode

Assessment:

Individual Report 25% - 35%

Individual presentation 15% -25%

Group Assignment and Presentation 45% - 50%

Generic Skills Outcomes:

Study of this Unit will help students to develop the following Key Generic Skills:-

Teamwork skills
Analysis skills
Analysis and modelling skills
Research skills
Problem solving skills
Business model development skills
Project management skills
Communications skills
Presentation skills
Strategic thinking skills
Ability to tackle unfamiliar problems
Ability to work independently
Ability to engage in critical enquiry and discussion
Ability to tackle ethical business matters

Content:

Diversity in marketing activities carried out within different enterprises
Identifying and analysing marketing stakeholders and their requirements (internal/ external, suppliers and demand actors)
Identifying the enterprise requirement for marketing stakeholders performance
In-house or out-house marketing activities- economic and strategic analysis
Design of marketing operations of an enterprise using the benchmarks of effectiveness and efficiency (Staffing, Structure & Process)

Reading Materials:

Students are advised to check the unit outline in the relevant teaching period for appropriate textbooks and further reading.