MKF5917 · Driving organisational value through marketing

Overview

Marketing is the function that generates the revenue for most organisations. This unit is designed to give marketing practitioners an understanding of the fundamental marketing principles and theories that inform excellent practice and maximise value. Our intention is to help you obtain an unfair competitive advantage for your business by arming you with the tools you need for marketing success. The role and influence of the marketing function in the wider organisation will be investigated. You will also gain insight into current patterns in markets and marketing, the frameworks that underpin current practice, and the potential directions that markets and marketing are taking into the future. You will apply these insights in the analysis and development of marketing strategies and tactics. The unit is intended to provide a basis for further study in specialised marketing areas, and increase the value of marketing practitioners to their organisation.

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. evaluate and synthesise the role and value of the marketing function within the wider organisation
2. assess the impact of current and potential future trends in markets and marketing practice
3. understand and apply the core frameworks underpinning marketing practice to achieve excellence
4. critically evaluate the usefulness of various frameworks underpinning practice.

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.