MKB3803 · Stakeholder marketing

Overview

Marketing involves communicating and engaging with many different stakeholders, including customers, clients, partners, regulators and special interest groups. You will gain a systemic understanding of the roles and functions of different marketing stakeholder groups. You will also learn how to analyse and map the complex exchange relationships between a business and its market and non-market stakeholders; and develop communication and engagement strategies. The ability to effectively communicate and engage with different stakeholder groups is highly sought after in industry.

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

Learning outcomes

1. understand the roles and functions of different marketing stakeholders
2. identify and map the relationships between a business and its stakeholders
3. conduct a marketing stakeholder analysis
4. develop communication and engagement strategies for market and non-market stakeholder groups.

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 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.