Courses & Units

Marketing Management BMA351

Hobart, Launceston, Hong Kong Universal Ed



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.


Unit name Marketing Management
Unit code BMA351
Credit points 12.5
Faculty/School College of Business & Economics
Tasmanian School of Business and Economics
Discipline Marketing

UTAS & HKUE: Dr Lin Yang

SOU: Dr Lingling Gao

Teaching staff

Level Advanced
Available as student elective? Yes
Breadth Unit? No


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


International students
Domestic students

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Key Dates

Study Period Start date Census date WW date End date
Semester 2 13/7/2020 10/8/2020 31/8/2020 18/10/2020
Accelerated Study Period 3 14/9/2020 2/10/2020 28/10/2020 12/12/2020

* 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 (see withdrawal dates explained for more information).

Unit census dates currently displaying for 2020 are indicative and subject to change. Finalised census dates for 2020 will be available from the 1st October 2019.

About Census Dates

Learning Outcomes

  • LO1: Demonstrate knowledge of the theories and concepts of marketing strategy.
  • LO2: Apply marketing strategy theory and independent research to contemporary marketing strategy issues.
  • LO3: Communicate marketing strategy theory and practice.



Band CSP Student Contribution Full Fee Paying (domestic) Field of Education
3 2020: $1,394.00 2020: $2,702.00 080505

Fees for next year will be published in October. The fees above only apply for the year shown.

Please note: international students should refer to this page to get an indicative course cost.



BMA151 or BMA251 and 2 x intermediate level marketing units.


Teaching Pattern

1 x 2 hour lecture, 1 x 1 hour tutorial per week. Please check the unit outline for details.


Strategic Analysis Report (25%), Strategic Marketing Plan (35%), Final exam (40%).

TimetableView the lecture timetable | View the full unit timetable



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


Booktopia textbook links

The University reserves the right to amend or remove courses and unit availabilities, as appropriate.