| Effective Term: | 2024/05 |
| Institute / School : | Institute of Innovation, Science & Sustainability |
| Unit Title: | Marketing for Managers |
| Unit ID: | BSMAN3008 |
| Credit Points: | 15.00 |
| Prerequisite(s): | Nil |
| Co-requisite(s): | Nil |
| Exclusion(s): | Nil |
| ASCED: | 080307 |
| Other Change: | |
| Brief description of the Unit |
Marketing for Managers introduces students to the principles underpinning marketing with an emphasis on strategic management decision-making. Upon completion, students will be able to understand the role of marketing in business operations and the concept of marketing strategy implementation via the marketing mix. Marketing for Managers will also consider other aspects of marketing important for managers marketing research legislation relevant to marketing and intellectual property protection. This course will be presented within a context of social responsibility and sound business ethics while stressing the application of marketing concepts to authentic marketing situations. |
| Grade Scheme: | Graded (HD, D, C, P, MF, F, XF) |
| Work Experience Indicator: |
| No work experience |
| Placement Component: | |
| Supplementary Assessment:Yes |
| Where supplementary assessment is available a student must have failed overall in the Unit but gained a final mark of 45 per cent or above, has completed all major assessment tasks (including all sub-components where a task has multiple parts) as specified in the Unit Description and is not eligible for any other form of supplementary assessment |
| Course Level: |
| Level of Unit in Course | AQF Level(s) of Course | | 5 | 6 | 7 | 8 | 9 | 10 | | Introductory | | | | | | | | Intermediate | | | | | | | | Advanced | | |  | | | |
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| Learning Outcomes: |
| Knowledge: |
| K1. | Discuss the key principles of marketing |
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| K2. | Appreciate the importance of marketing research to the marketing process |
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| K3. | Develop innovative marketing strategies |
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| K4. | Recognise how the marketing mix can be adapted to suit a range of business situations |
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| Skills: |
| S1. | Develop a coherent professional-standard marketing plan |
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| S2. | Generate strategies and recommendations to enable future business growth and prosperity |
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| S3. | Critically analyse marketing environments to generate business solutions |
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| Application of knowledge and skills: |
| A1. | Employ a coherent and rational approach to the development of marketing strategies |
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| A2. | Apply marketing concepts and theories to real world business scenarios |
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| A3. | Identify, plan and evaluate marketing opportunities |
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| Unit Content: |
•This course consists of the following topics:
•Marketing from a consumers perspective
•Role of marketing within business operations
•Marketing research and its importance in the marketing process
•Marketing plans and their internal/external impact
•Segmentation, targeting and positioning
•The marketing mix and its application
•Innovative marketing strategies
•Social responsibility and ethics in marketing
•Relevant legislation and standards
•Social marketing
•Intellectual property and copyright |
| Graduate Attributes: |
| | Learning Outcomes Assessed | Assessment Tasks | Assessment Type | Weighting | | 1. | K1, K2 S3 A2, A3 | Research, analyse and evaluate market segments and target groups for a business | Report/Project/ Journal | 10-40% | | 2. | K1, K3, K4 S1, S2 A1, A2 | Develop an authentic innovative marketing plan | Group report/ Presentation | 40-60% | | 3. | K1, K4 | Demonstrate both knowledge and application of marketing concepts in contemporary business settings | Examination | 20-40% |
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