Melbourne Study Centre, 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 |
Sustainable Development Goals
The Unit Coordinator has identified that this unit aligns with the following UN Sustainable Development Goals. We welcome your thoughts and feedback on the alignment of the unit with these goals.
Availability
Specific information on 2027 unit availability will be available in August
Key Dates
| Study Period | Start date | Census date | WW date | End date |
|---|---|---|---|---|
| Shanghai Semester 2 | 28/2/2027 | 5/4/2027 | 17/4/2027 | 3/6/2027 |
| Semester 2 | 4/7/2027 | 26/7/2027 | 29/8/2027 | 23/10/2027 |
* 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 2027 are indicative and subject to change. Finalised census dates for 2027 will be available from the 1st October 2026. Note census date cutoff is 11.59pm AEST (AEDT during October to March).
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
2027 fee information will be available in August.
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.
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|---|---|
| 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. |
The University reserves the right to amend or remove courses and unit availabilities, as appropriate.