Marketing Management unit (BMA351)

Hobart, Hong Kong Universal Ed, Online, Shanghai Ocean University

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	Tasmanian School of Business and Economics
Discipline	Marketing
Coordinator	Doctor Linda French
Available as an elective?	Yes
Delivered By	University of Tasmania and Third Party(ies): ECA|Shanghai Ocean University AEIN Institute|Universal College of Higher Education Hong Kong
Level	Advanced

Availability

Location	Study period	Attendance options		Available to
Hobart	Semester 2
Hong Kong Universal Ed	Semester 2
Online	Semester 2
Shanghai Ocean University	Shanghai Semester 2

Note

Enrolment in units available at ECA Melbourne, Hong Kong Universal Ed, and Shanghai Ocean University is only available to eligible students studying at those corresponding locations.

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Key Dates

Study Period	Start date	Census date	WW date	End date
Shanghai Semester 2	1/3/2026	6/4/2026	18/4/2026	4/6/2026
Semester 2	5/7/2026	27/7/2026	30/8/2026	24/10/2026

* 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 2026 are indicative and subject to change. Finalised census dates for 2026 will be available from the 1st October 2025. 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 sustainable marketing strategy issues.
• Communicate marketing strategy theory and practice.

Fee Information

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	$2,174.00	$1,703.00	not applicable	$3,284.00

• Available as a Commonwealth Supported Place
• HECS-HELP is available on this unit, depending on your eligibility³
• FEE-HELP is available on this unit, depending on your eligibility⁴

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 UniConnect 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.

Teaching

Assessment	Pitch Presentation (30%)|Strategic Analysis Report (35%)|Strategic Marketing Plan (35%)
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. (2023), Marketing Management, 4th 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, 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. Mullins, John W. and Walker Jr., Orville C. (2013), Marketing Management: A Strategic Decision-Making Approach, 8th ed., McGraw-Hill Irwin, New York, USA. Reed, P. (2015), Strategic marketing: decision making and planning, 4th ed, Cengage, Melbourne.

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