12 Weeks or equivalent

36 hours

Hawthorn, Online, Prahran

Credit Points: 12.5 Credit Points

Related Course/s:

This unit is a core unit for the Graduate Certificate of Business Management and a possible elective unit in specified Graduate Certificates of Business Management. The Graduate Certificate programs form the first year of the Master of Business Management .

Aims & Objectives:

This unit introduces students to the concept of sustainable marketing practices that involve creating, communicating and delivering value to customers, and managing customer relationships in ways that benefit the organisation, its stakeholders, and ensure business sustainability.

Students of this unit will learn how to identify customer needs and wants, create strategies for the development and design of products and services, and make decisions about their pricing, promotion and distribution to satisfy customer and organisational objectives, and ensure business sustainability in an environment of uncertainty.

The aims of this subject are to:

·         Understand how marketing practices impact business sustainability

·         Determine an appropriate target market strategy

·         Analyse direct and indirect competitors

·         Plan a market research project

·         Apply the strategic concepts associated with market planning

·         Analyse the potential of a selected market

·         Determine a range of marketing objectives and specific marketing mix strategies

·         Develop a process for the systematic implementation, control and evaluation of a marketing plan

·         Understand the role of marketing in achieving organisational goals

Teaching Methods:

Lectures, guest speakers, industry visits, case study analysis, online delivery

Assessment:

Generic Skills Outcomes:

Swinburne University of Technology (SUT) works to produce higher education graduates who are capable in their chosen professions, can contribute in an entrepreneurial and innovative way within their workplace or community, can operate effectively and ethically in their business life, and are adaptable and able to manage change. It is expected that graduates will leave with a diverse wealth of experiences and will have developed individual knowledge, abilities and attitudes commensurate with professional standards appropriate to the business and wider community.

Within this context it is the intention that this Program will enable students to develop the following skills:

·         Teamwork skills

·         Analytical skills

·         Business research skills appropriate to addressing managerial challenges and problem solving

·         Problem solving and decision making skills

·         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:

Reading Materials:

Anderson, J. (2009), Business Market Management: Understanding, creating and delivering value, 3^rd ed., Pearson Prentice Hall, USA.

Carson, A. (2008), Effective Customer Relationship Management: How emotion drives sustainable success, Cambria Press, USA.

Kotler, P. (2009), A Framework for Marketing Management, 4^th ed., Pearson Prentice Hall, USA.

Kotler, P. (2009), Marketing Management, Pearson Prentice Hall, Australia.