Unit outline
Copy and complete this template for as many unit outlines as required.
Name of unit: MKT400 Marketing Management
Unit description
This unit is designed to develop a comprehensive understanding of marketing management
principles and practical application of marketing theories, concepts and strategies in various
contexts looking at traditional marketing, digital marketing and social media marketing as per
the latest industry trends.
This unit equips the students with techniques in traditional marketing, digital marketing and
marketing strategy formulation for developing and maintaining a dynamic market orientation.
It also provides an understanding of tools for assessing external and internal factors which
influence organisational long term performance and marketing practices. It uses contextual
case studies to include for profit, not-for- profit, and non-government organizations.
SECTION 1 – GENERAL INFORMATION (CORE)
1.1 Administrative details
Associated higher Duration Level Unit
education awards (for example, (for example, introductory, coordinator
one semester, intermediate, advanced level,
(for example,
full year) 1st year, 2nd year, 3rd year)
Bachelor, Diploma)
MBA (IS), GDBA and
One Study period First Study Period
GCBA
1.2 Core or elective unit
Indicate if the unit is a:
✘ core unit
elective unit
other (please specify below):
Course Accreditation (Existing Provider) (v 2.1) Page 1 of 8
Unit Outline: MKT400 Marketing Management
1.3 Unit weighting
Using the table below, indicate the credit point weighting of this unit and the
credit point total for the course of study (for example, 10 credit points for the unit
and 320 credit points for the course of study).
Unit credit points Total course credit points
Example: 10 credit points
Grad Cert 40
10 Grad Diploma 80
MBA 120
1.4 Student workload
Using the table below, indicate the expected student workload per week for
this unit.
No. timetabled hours per No. personal study hours Total workload hours per
week (1) per week (2) week (3)
2 hours in Lectures 9 hours 12 hours
1 hour in Tutorials
(1) Total time spent per week at lectures, tutorials, clinical and other
placements, etc.
(2) Total time students are expected to spend per week in studying, completing
assignments, etc.
(3) Sum of (1) and (2) equals workload hours.
For those students requiring additional English language support, how many
additional hours per week is it expected that they will undertake?
Additional English language support: _____ hours per week
1.5 Delivery mode
Tick all applicable delivery modes for the unit and provide details in the following
text box: If necessary or preferred, you may provide this information in a separate
document, using the ‘Attach evidence here’ function of the online form.
✘ Face to face on site
E-learning (online)
Intensive/block mode (where the unit or a face to face component is delivered
in a block)
Mixed/blended
Distance/independent learning (untimetabled)
✘ Full-time
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Unit Outline: MKT400 Marketing Management
Part-time
External
Fast track
Other (please specify)
1.6 Work-integrated learning activity
If the unit includes a work-integrated leaning component (where completion of
the unit requires students to undertake learning in a workplace outside of their
higher education provider), provide details including the rationale, the
specification and methods for assessing the learning outcomes, monitoring
arrangements and whether the work integrated learning is required for
professional accreditation. If necessary or preferred, you may provide this
information in a separate document, using the ‘Attach evidence here’ function of
the online form.
Also, if available, upload copies or templates of the formal agreements with third
parties for the work-integrated learning activity, using the ‘Attach evidence here’
function of the online form.
Refer to the TEQSA Guidance Note on Work-Integrated Learning as required
(available on the TEQSA website).
N/A
1.7 Prerequisites and co-requisites
Are students required to have undertaken a prerequisite or co-requisite unit for
this unit?
✘ Yes No
If YES, provide details of the prerequisite or co-requisite requirements below.
Admission to Grad Cert, Grad Diploma or Masters
1.8 Other resource requirements
Do students require access to specialist facilities and/or equipment for this unit
(for example, special computer access, physical education equipment)?
Yes ✘ No
If YES, provide details of specialist facilities and/or equipment below.
Course Accreditation (Existing Provider) (v 2.1) Page 3 of 8
Unit Outline: MKT400 Marketing Management
SECTION 2 – ACADEMIC DETAILS (CORE)
Learning outcomes for the unit
On successful completion of this unit students will be able to:
ULO1: Understand the role of marketing management theory and practice in corporate
decision making.
ULO2: Apply marketing concepts, theories, and techniques using relevant research methods
to manage internal and external business forces.
ULO3: Analyze consumer experience, and market segmentation and influences to develop
competitive solutions in an ever-changing marketplace.
ULO4: Identify, understand, and apply various marketing tools, techniques, and strategies for
use in digital marketing.
Topics included in the unit
1. An Introduction to Marketing Management
o Defining marketing and marketers
o Marketing to B2B and B2C
o Comparing traditional marketing and digital marketing
o How corporate strategy drives all things Marketing
o Ethical Factors to consider in Marketing
2. Market and Competitor Analysis
o Determining and measuring the market
o Identifying and assessing the competitive landscape
o The power of SWOT
o Primary and Secondary Research Tools
3. Consumer and Market Segmentation
o Defining the customer and the target audience
o Understanding Market Segmentation (geographic, demographic, psychographic and
behavioural)
o Creating Customer Value through the Value Proposition Canvas
o Marketing and the Product Lifecycle
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Unit Outline: MKT400 Marketing Management
Topics included in the unit
4. The Internal & External Marketing Environment
o The Micro-environmental landscape of customers, competitors, suppliers, marketing
intermediaries, and the publics
o The Macro-environment of political, economic, social, technological, environmental,
and legal factors influencing marketing
o The use of Porter’s 5-Forces to assess the market landscape in which the business
operates
5. The Marketing Mix – the first 4Ps
o The historical evolution of the marketing mix (Ps)
o Product
o Price
o Place
o Promotion
6. The Marketing Mix – the remaining 3Ps
o People
o Process
o Physical Evidence
7. Customer Experience Management
o Marketing and Customer Experience
o Mapping the Customer Experience Journey
o The significance of Customer Touchpoints
o Tools and techniques to ensure greater customer-centricity
8. Traditional Marketing
o Defining traditional marketing
o Why traditional marketing matters
o The role of consumers in driving traditional marketing approaches
o How traditional marketing supports digital marketing
9. Digital Marketing
o What is digital marketing and why we cannot ignore it
o The 5D’s of Digital Marketing
o Forms of Digital Marketing, managing it and monitoring it
o The future is here – AR, VR, Metaverse, etc.
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Unit Outline: MKT400 Marketing Management
Topics included in the unit
10. E-Commerce
o The rise of online shopping
o Types of e-commerce
o The benefits of e-commerce for consumers and marketers
o Understanding and managing the pitfalls of e-commerce
11. Integrated and Omnichannel Marketing Communications
o Integrated Marketing Communications
o Omnichannel Marketing Communications
o The significance of understanding the consumer behaviour, experience, and journey.
o Creating a commutation plan to find, engage and keep consumers
12. The Marketing Plan
o Why every marketer needs a marketing plan
o The tools and techniques to use in developing the marketing plan
o The significance of ongoing review and refinement of your marketing plan
Assessment tasks
Type (1) When assessed – Weighting Cross reference to
(see examples noted year, session and (% of total learning outcomes
below this table) week marks for unit)
(for example,
year 1, semester 1,
week 1)
Case Study Analysis ULOs 1 & 2
Individual
Through the case
study, students will be
charged with
researching the case
study company to
determine the current Week 4 25%
market it operates in,
the market size,
competitors, the market
segment, and internal
and external factors
influencing the
business.
2000 words
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Unit Outline: MKT400 Marketing Management
Assessment tasks
Type (1) When assessed – Weighting Cross reference to
(see examples noted year, session and (% of total learning outcomes
below this table) week marks for unit)
(for example,
year 1, semester 1,
week 1)
Marketing Report ULOs 1, 2 & 3
Individual
3000 words
Focus will be for
students to select a Week 8 40%
start-up and determine
how they do marketing
by applying the key
marketing tools covered
throughout weeks 1-8
Marketing Infographic ULOs 1, 2, 3 & 4
Presentation
Individual
5-8 Minutes
Maximum 10 slides
Week 12 35%
Students will prepare
an infographic
presentation on the
findings from
Assessment 2 and their
recommendations to
improve their marketing
(1) Examples of types of assessment tasks include: assignments; examinations;
group projects; online quizzes/tests; presentations; work-based projects; and
reflective journals. Ensure that details of the types of assessment tasks are
included such as specific topics, duration/length/word limit of assessment and any
specific formats.
2.1 Prescribed and recommended reading
Provide below, in formal reference format, a list of the prescribed and
recommended reading for the unit.
The prescribed textbook for this Unit is:
Pride, W.M. and Ferrell, O.C. (2020) Marketing. Boston, MA: Cengage.
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Unit Outline: MKT400 Marketing Management
Additional References:
Disclaimer: Some texts are older as they are seminal texts, even though older as they are most
appropriate to achieve the Unit Learning outcomes.
The following is a range of suggested additional references that students may find
useful at times during the study of this Unit:
‘Ecommerce: Digital, data, decisions’ (2022) Ragtrader. Surry Hills, NSW: Yaffa Media, pp.
10–13. https://search.informit.org/doi/10.3316/informit.442508766847310.
Gronroos, C. (1997) 'From marketing mix to relationship marketing - towards a paradigm shift
in marketing', Management Decision, 35(3-4), 322+, available:
https://link.gale.com/apps/doc/A19737302/ITOF?u=lyons&sid=bookmark-
ITOF&xid=269cf4d1 [accessed 27 Nov 2022].
Homburg, C., Jozic, D. and Kuehnl, C. (2017) 'Customer experience management: toward
implementing an evolving marketing concept', Journal of the Academy of Marketing
Science, 45(3), 377+, available: https://link.gale.com/apps/doc/A493848959/ITOF?
u=lyons&sid=bookmark-ITOF&xid=bc6f9513 [accessed 27 Nov 2022].
KakKakkuri, M. (2019) 'The Ins & Outs Of Marketing: 5 Tips', Shooting Industry, 64(8), 24+,
available: https://link.gale.com/apps/doc/A602995200/ITOF?u=lyons&sid=bookmark-
ITOF&xid=f20c803b [accessed 27 Nov 2022].
Luck, E. et al. (2021) Integrated Marketing Communications. South Melbourne, Victoria,
Australia: Cengage.
'Research and Markets Offers Report: Insights on the Denim Jeans Global Market to 2030'
(2022) Entertainment Close-up, 26 Oct, NA, available:
https://link.gale.com/apps/doc/A724143076/ITOF?u=lyons&sid=bookmark-
ITOF&xid=707bd6e7 [accessed 27 Nov 2022].
Steinhoff, L., Arli, D., Weaven, S. and Kozlenkova, I.V. (2019) 'Online relationship
marketing', Journal of the Academy of Marketing Science, 47(3), 369+, available:
https://link.gale.com/apps/doc/A583634736/ITOF?u=lyons&sid=bookmark-
ITOF&xid=b52bb190 [accessed 27 Nov 2022].
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Unit Outline: MKT400 Marketing Management
