Marketing in Complex Societies unit (MBE703)

Introduction

Like all business operations, marketing is undergoing a transformation in response to complex and dynamic business environments. The evolution of marketing thought is progressing beyond a customer orientation, to the adoption of an ecosystem perspective whereby marketing can be a driver of competitive advantage in the face of market disruption, global change, and evolving consumer and societal needs. The purpose of this unit is threefold. Firstly, it will provide you with insight into practical marketing frameworks and tools used to market product offerings. Secondly, you will delve into trends currently shaping marketing practice. These include the impact of new technologies, the use of marketing to create shared value in an ecosystem characterised by blurring government, private, not-for-profit, and social sector boundaries, and the role of marketing in achieving sustainability goals. Thirdly, you will consider exemplars of marketing practice drawn from a variety of practical contexts and use your knowledge to reflect on the implications of marketing change in a particular business context. This unit will challenge you to think both ethically and critically about the future direction of marketing practice within an organisational and societal setting.

Summary

Unit name	Marketing in Complex Societies
Unit code	MBE703
Credit points	12.5
College/School	Tasmanian School of Business and Economics
Discipline	Management
Coordinator	Doctor Linda French
Delivered By
Level	Postgraduate

Learning Outcomes

• Critically analyse key concepts, tools and frameworks used in marketing practice
• Critically question, assess and respond to current assumptions and trends within marketing
• Reflect on marketing knowledge and apply it in analysis of a marketing concern
• Communicate in marketing language and implement the conventions of academic writing

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
			not applicable

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.

Requisites

Mutual Exclusions

You cannot enrol in this unit as well as the following:

BMA507

Teaching

Teaching Pattern	Full Time MBA - Workshop (Blended), 180 minutes, 4 per semester Exec MBA – Block Workshop (Face to Face), 300 minutes, 2.4 days per semester
Assessment	Marketing Strategy Analysis (20%)|Case Study (40%)|Literature Review (40%)
Timetable	View the lecture timetable | View the full unit timetable

Textbooks

Required	Required readings will be listed in the unit outline prior to the start of classes.

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