Courses & Units

Marketing Management BMA351


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
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


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


International students
Domestic students

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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.



BMA151 or BMA251 or ZAA104 or ZAA134


Teaching Pattern

4 Workshops of 180 minutes each.

AssessmentStrategic Analysis Report (35%)|Strategic Marketing Plan (35%)|Pitch Presentation (30%)
TimetableView the lecture timetable | View the full unit timetable



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, 2nd ed. McGraw Hill Education, New York, USA.


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, 8th 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, 5th ed., Pearson Prentice-Hall, pp.279-305.

Cravens, David W. and Piercy, Nigel F. (2009), Chapter 11: Pricing Strategy, Strategic Marketing, 9th 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, 8th ed., McGraw-Hill Irwin, pp.23-40, 45-46.

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

Guiltinan, Joesph P. and Paul, Gordon W. (2005), Chapter 3: Marketing Analysis, Marketing Management Strategies and Programs, 3rd 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, 13th Edition, Pearson Prentice-Hall, pp.486-495.

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

LinksBooktopia textbook finder

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