Courses & Units

Marketing Management BMA351

Introduction

The demand for trained, experienced and effective marketing practitioners is growing.
Marketing is a discipline that seeks to ‘make sense’ of the commercial world around us, a skill that can benefit any enterprise. As such, more and more firms (including government agencies and non-profit organisations) are seeking people capable of putting marketing theory into practice by formulating and implementing effective marketing plans.

This unit introduces you to the theories underpinning marketing strategy, and their role in the development of an effective marketing plan. This unit also allows you to integrate and apply the knowledge gained in your previous studies to solve real-world marketing problems.

Summary

Unit name	Marketing Management
Unit code	BMA351
Credit points	12.5
College/School	College of Business & Economics Tasmanian School of Business and Economics
Discipline	Marketing
Coordinator	Doctor Balkrushna Potdar\|Doctor Lin Yang\|Doctor Lingling Gao
Available as an elective?	Yes
Delivered By	University of Tasmania and Third Party (Not applicable)
Level	Advanced

Availability

Location	Study period	Attendance options		Available to
Hobart	Semester 2	On-Campus		International	Domestic
Launceston	Accelerated Study Period 3	On-Campus		International	Domestic
Online	Semester 2		Off-Campus	International	Domestic
Online	Accelerated Study Period 3		Off-Campus	International	Domestic
Hong Kong Universal Ed	Semester 2	On-Campus		International
Shanghai Ocean University	Shanghai Semester 2	On-Campus		International

Key

: On-campus
: Off-Campus
: International students
: Domestic students

Note

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Units are offered in attending mode unless otherwise indicated (that is attendance is required at the campus identified). A unit identified as offered by distance, that is there is no requirement for attendance, is identified with a nominal enrolment campus. A unit offered to both attending students and by distance from the same campus is identified as having both modes of study.

Key Dates

Study Period	Start date	Census date	WW date	End date
Shanghai Semester 2	20/2/2023	21/3/2023	1/1/1970	26/5/2023
Accelerated Study Period 3	11/9/2023	4/10/2023	26/10/2023	10/12/2023
Semester 2	10/7/2023	8/8/2023	28/8/2023	15/10/2023

* The Final WW Date is the final date from which you can withdraw from the unit without academic penalty, however you will still incur a financial liability (refer to How do I withdraw from a unit? for more information).

Unit census dates currently displaying for 2023 are indicative and subject to change. Finalised census dates for 2023 will be available from the 1st October 2022. Note census date cutoff is 11.59pm AEST (AEDT during October to March).

About Census Dates

Learning Outcomes

Explain the theories and concepts of marketing strategy.
Apply marketing strategy theory and independent research to contemporary marketing strategy issues.
Communicate marketing strategy theory and practice.

Field of Education	Commencing Student Contribution ^1,3	Grandfathered Student Contribution ^1,3	Approved Pathway Course Student Contribution ^2,3	Domestic Full Fee ⁴
080505	$1,892.00	$1,482.00	not applicable	$2,837.00

¹ Please refer to more information on student contribution amounts.
² Please refer to more information on eligibility and Approved Pathway courses.
³ Please refer to more information on eligibility for HECS-HELP.
⁴ Please refer to more information on eligibility for FEE-HELP.

If you have any questions in relation to the fees, please contact UConnect or more information is available on StudyAssist.

Please note: international students should refer to What is an indicative Fee? to get an indicative course cost.

Requisites

Prerequisites

BMA151 or BMA251 or ZAA104 or ZAA134

Teaching

Teaching Pattern	4 Workshops of 180 minutes each.
Assessment	Strategic Analysis Report (35%)\|Strategic Marketing Plan (35%)\|Pitch Presentation (30%)
Timetable	View the lecture timetable \| View the full unit timetable

Textbooks

Required	A comprehensive list of required readings and recommended readings will be provided on MyLO. You will need the following text: Marshall, Greg W. and Johnston, Mark. W. (2015), Marketing Management, 2^nd ed. McGraw Hill Education, New York, USA.
Recommended	Reading Lists provide direct access to all material on unit reading lists in one place. This includes eReadings and items in Reserve. You can access the Reading List for this unit from the link in MyLO, or by going to the Reading Lists page on the University Library website. Aaker, David A. (2008), Chapter 9: Building and Managing Brand Equity, Strategic Marketing Management, 8^th ed, John Wiley & Sons, Inc., pp.157-175. Best, Roger J. (2009), Chapter 9: Marketing Channels and Channel Mapping, Market-Based Management: Strategies for Growing Customer Value and Profitability, 5^th ed., Pearson Prentice-Hall, pp.279-305. Cravens, David W. and Piercy, Nigel F. (2009), Chapter 11: Pricing Strategy, Strategic Marketing, 9^th ed., McGraw-Hill Irwin, pp.347-371 Crawford, C. Merle and Di Benedetto, C. Anthony (2006), Chapter 2: The New Products Process, New Products Management, 8^th ed., McGraw-Hill Irwin, pp.23-40, 45-46. Ferrell, O.C. and Hartline, M.D. (2013), Marketing strategy, 6^th ed, Cengage Learning, Mason, OH. Guiltinan, Joesph P. and Paul, Gordon W. (2005), Chapter 3: Marketing Analysis, Marketing Management Strategies and Programs, 3^rd ed., McGraw-Hill, pp.51-80. Healy, Genevieve (2008), Chapter 10: Marketing Program Evaluation, Strategic Marketing Analysis, Thomson, pp.179-201. Kotler, Philip and Keller, Kevin Lane (2009), Chapter 17: Designing and Managing Integrated Marketing Communications, Marketing Management, 13^th Edition, Pearson Prentice-Hall, pp.486-495. Kotler, Philip and Kevin Lane Keller (2009), Chapter 18: Managing Mass Communications, Marketing Management, 13^th ed., Pearson Prentice-Hall, pp.496-529.
Links	Booktopia textbook finder

Required

A comprehensive list of required readings and recommended readings will be provided on MyLO. You will need the following text:

Marshall, Greg W. and Johnston, Mark. W. (2015), Marketing Management, 2^nd ed. McGraw Hill Education, New York, USA.

Recommended

Reading Lists provide direct access to all material on unit reading lists in one place. This includes eReadings and items in Reserve. You can access the Reading List for this unit from the link in MyLO, or by going to the Reading Lists page on the University Library website.

Aaker, David A. (2008), Chapter 9: Building and Managing Brand Equity, Strategic Marketing Management, 8^th ed, John Wiley & Sons, Inc., pp.157-175.

Best, Roger J. (2009), Chapter 9: Marketing Channels and Channel Mapping, Market-Based Management: Strategies for Growing Customer Value and Profitability, 5^th ed., Pearson Prentice-Hall, pp.279-305.

Cravens, David W. and Piercy, Nigel F. (2009), Chapter 11: Pricing Strategy, Strategic Marketing, 9^th ed., McGraw-Hill Irwin, pp.347-371

Crawford, C. Merle and Di Benedetto, C. Anthony (2006), Chapter 2: The New Products Process, New Products Management, 8^th ed., McGraw-Hill Irwin, pp.23-40, 45-46.

Ferrell, O.C. and Hartline, M.D. (2013), Marketing strategy, 6^th ed, Cengage Learning, Mason, OH.

Guiltinan, Joesph P. and Paul, Gordon W. (2005), Chapter 3: Marketing Analysis, Marketing Management Strategies and Programs, 3^rd ed., McGraw-Hill, pp.51-80.

Healy, Genevieve (2008), Chapter 10: Marketing Program Evaluation, Strategic Marketing Analysis, Thomson, pp.179-201.

Kotler, Philip and Keller, Kevin Lane (2009), Chapter 17: Designing and Managing Integrated Marketing Communications, Marketing Management, 13^th Edition, Pearson Prentice-Hall, pp.486-495.

Kotler, Philip and Kevin Lane Keller (2009), Chapter 18: Managing Mass Communications, Marketing Management, 13^th ed., Pearson Prentice-Hall, pp.496-529.

Links

Booktopia textbook finder

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