Marketing Management and Planning (6371.7)

This unit focuses on the marketing planning process, strategic market management, and implementation. The models and methods covered include scenario analysis, impact analysis, strategic information scanning systems, the key success factor/competitive environments, customer-based competitor identification and the capital asset pricing model. The uses of various marketing research techniques are examined and applied to real world situations. Students will gain practical experience through participation in marketing exercises, simulation games and computer modelling in the application of analytical tools for market analysis and measurement profitability and productivity analysis, pricing decision analysis, sales forecasting, the development of marketing, plans and budgets, physical distribution management and channel management.

Learning outcomes

On successful completion of this unit, students will be able to:
1. Conduct an external marketing evaluation/audit of an organization;
2. Conduct an internal marketing evaluation/audit of an organisation.
3. Address key strategic questions;
4. Explain, discuss and implement strategic market segmentation and positioning; and
5. Formulate a marketing strategy, with particular emphasis on the evelopment of product, distribution, promotion and pricing strategies and tactics.

Graduate attributes

1. UC graduates are professional - communicate effectively
1. UC graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
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 - behave ethically and sustainably in their professional and personal lives
2. UC graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
2. UC graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
2. UC graduates are global citizens - think globally about issues in their profession
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development
3. UC graduates are lifelong learners - evaluate and adopt new technology
3. UC graduates are lifelong learners - be self-aware
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas

Prerequisites

6357 Introduction to Marketing OR 9521 Foundations of Marketing

Corequisites

None.

Assumed knowledge

None.