MBO5001 · Consumers, brands and marketing management

Overview

This unit explores contemporary practice of marketing in light of an increasingly digital and dynamic business environment. It introduces the key concepts, frameworks, and theoretical foundations necessary for leaders without marketing backgrounds to work effectively with the organisation’s marketing professionals. Specifically, the unit provides critical focus on consumers and brands, highlighting progressive practice in digital marketing, such as the use of marketing analytics and customer experience mapping. To deepen and extend understanding, the unit then introduces a series of forces - technological, social, environmental, economic, and geopolitical – which will shape the practice of marketing in the future. Informed with foundational knowledge and enlightened by future directions, this unit prepares leaders to understand the organisation’s marketing function in light of contributions it should make to strategic performance, today and in the future. As one of six operational knowledge units, it also provides ample opportunity to apply your learning to professional practice and build a portfolio of projects relevant to your career.

Offerings

Assessment

The Handbook does not list a final examination among the assessment items. That is not a guarantee there is none.

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Requisites

The Handbook lists no prerequisite, corequisite or prohibition for this unit.

Learning outcomes

1. demonstrate understanding and application of contemporary marketing theory, models and frameworks to work effectively with an organisation’s marketing professionals
2. evaluate the integration of digital advancements within an organisation’s marketing systems and management
3. examine the potential impact of technological, social, environmental, economic, and geopolitical forces on the future practice of marketing.

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 150 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.

Student experience, not official rules. Nothing here changes what the Handbook says.