Marketing G (6261.8)

Please note these are the 2024 details for this unit
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Marketing G
Available teaching periods Delivery mode Location
View teaching periods On-Campus
Flexible
 UCI - East China University of Science & Technology Shanghai
UCI - Ningbo University, Ningbo
UC - Canberra, Bruce
EFTSL Credit points Faculty
0.125 3 Faculty Of Business, Government & Law
Discipline Study level HECS Bands
Canberra Business School Graduate Level Band 4 2021 (Commenced After 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905)
Band 5 2021 (Commenced Before 1 Jan 2021)
The unit examines practices in marketing management in small, medium and large businesses and organisations in Australia and international contexts. You will analyse the marketing environment and evaluate marketing opportunities and select appropriate target markets. Based on this analysis you will develop a marketing plan for either a business, public sector or not for profit entity. You will actively interpret and evaluate marketing communication strategies in Australian and international contexts.

Learning outcomes

After successful completion of this unit, students will be able to:
1. Appraise domestic and international marketing environments and supply chains

2. Examine marketing strategies for specific market segments and recommend strategies suitable for a fast-changing global environment
3. Critically evaluate marketing strategies and their impact on stakeholders including ethical considerations
4. Develop and present a marketing plan for a business enterprise/charity/ public sector service / indigenous business


Graduate attributes

1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - communicate effectively
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
1. UC graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
1. UC graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
2. UC graduates are global citizens - think globally about issues in their profession
2. UC graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
2. UC graduates are global citizens - understand issues in their profession from the perspective of other cultures


Prerequisites

None.

Corequisites

None.

Incompatible units

6357 Introduction to Marketing and 11176 Marketing Fundamentals

Equivalent units

None.

Assumed knowledge

None.
Availability for enrolment in 2024 is subject to change and may not be confirmed until closer to the teaching start date.
Year Location Teaching period Teaching start date Delivery mode Unit convener
2023 UCI - East China University of Science & Technology Shanghai MBA Trimester 1 06 February 2023 On-Campus Dr Abu Saleh
2023 UCI - Ningbo University, Ningbo MBA Trimester 1 06 February 2023 On-Campus Dr Abu Saleh
2023 UC - Canberra, Bruce Semester 1 06 February 2023 Flexible Dr Abu Saleh
2023 UC - Canberra, Bruce Semester 2 31 July 2023 Flexible Dr Abu Saleh
2024 UCI - East China University of Science & Technology Shanghai MBA Trimester 1 05 February 2024 On-Campus Dr Abu Saleh
2024 UC - Canberra, Bruce Semester 1 05 February 2024 Flexible Dr Abu Saleh
2024 UCI - Ningbo University, Ningbo MBA Trimester 1 05 February 2024 On-Campus Dr Abu Saleh
2024 UC - Canberra, Bruce Semester 2 29 July 2024 Flexible Dr Abu Saleh
The information provided should be used as a guide only. Timetables may not be finalised until week 2 of the teaching period and are subject to change. Search for the unit timetable.

Required texts

Prescribed text: Principles of Marketing, 8th edition, (2021) Gary Armstrong, Sara Denize, Michael Volkov, Stewart Adam, Philip Kotler, Swee Hoon Ang, Anita Love, Sean Doherty, Patrick van Esch. ISBN-13:  9781488626203

Additional readings:

Journals

Hsu, Y. (2011). Design innovation and marketing strategy in successful product competition. Journal of business & industrial marketing.

Sharma, P., Davcik, N. S., & Pillai, K. G. (2016). Product innovation as a mediator in the impact of R&D expenditure and brand equity on marketing performance. Journal of Business Research, 69(12), 5662-5669.

He, H., & Harris, L. (2020). The impact of Covid-19 pandemic on corporate social responsibility and marketing philosophy. Journal of business research, 116, 176-182.

Bui, T. T. H., Jambulingam, M., Amin, M., & Hung, N. T. (2021). Impact of COVID-19 pandemic on franchise performance from franchisee perspectives: the role of entrepreneurial orientation, market orientation and franchisor support. Journal of Sustainable Finance & Investment, 1-19.

Han, JK, Kim, N and Srivastave, RK 1998, Market Orientation and Organizational Performance: Is innovation the Missing Link? Journal of Marketing, October, pp. 30-45.

O'cass, A., & Ngo, L. V. (2012). Creating superior customer value for B2B firms through supplier firm capabilities. Industrial Marketing Management, 41(1), 125-135.

  Search articles from below Marketing journals

  Journals

Journal of Marketing

Journal of Marketing Management

Journal of Marketing Planning and Intelligence

Journal of the Academy of Marketing Science

International Marketing Review

Journal of Business Research

Harvard Business Review

Sloan Management

Journal of Business Research Journal

Participation requirements

Students are encouraged to attend all classes where possible and participate actively in each session either F2F or virtually 

Required IT skills

Basic use of computer is a necessary skill – all assignments must be completed in a Word Processing software package.

Work placement, internships or practicums

N/A

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