Marketing for Managers
Description
This subject introduces the basic theoretical framework of marketing including segmentation, buyer behaviour, product management, market communications, channel management and pricing decisions. Students are also introduced to basic concepts in market research, management or marketing programs and marketing ethics.
Subject Code
MGMT 90045
Credit Points
12.5
Objectives
Please see Generic skills below
Generic skills students will develop
Students who successfully complete Marketing for Managers should:
- Understand the value of marketing activities and of a marketing orientation in organisations
- Acquire a working understanding of the marketing process and its application in private and public sector contexts
- Develop the ability to apply problem-solving techniques in marketing
- Develop insight into the importance of the marketing concept in the strategic direction of modern organisations
Pre-requisites and/or Co-requisites
Entry to the course
Mode of Delivery
1 intensive week
Contact Time
24 hours of lectures/seminars/workshops/individual supervision
Assessment
One-hour test (20%)
Assignments of not more than 1500 words (30%)
Field project investigation report of 3000 words (50%)
Subject Coordinator
Professor Bryan Lukas
Venue
The University of Melbourne
Parkville Campus
Dates
Monday 13 - Friday 17 February 2012
Course Fee
$3,290 in 2012
Prescribed Textbook
Nil
Online Learning System
Nil
For further information contact
Kathy Griffiths
Project Manager
T: +61 3 9810 3174
F: +61 3 9810 3149
E: moe@mccp.unimelb.edu.au
Application Process
Applications are managed by Student Services.