Marketing Management and Planning

10 Units

Marketing plays a vital role in creating sustainable competitive advantage for organizations with limited resources, and that operate in dynamic competitive environments. In doing so marketing provides the focus for creating and maintaining value for customers and organizational profit. Drawing from a preliminary review of basic marketing concepts and processes, Marketing Management develops a set of key analytical tools to enhance managers’ understanding of, and the ability to, manage key strategic issues and decisions. Marketing Planning and Management is designed as a beneficial stand-alone unit for all managers and provides a strong foundation for further marketing studies.

Faculty Faculty of Business and Law
School Newcastle Business School
Availability Trimester 1 - 2014 (Newcastle City Precinct)
Trimester 1 - 2014 (Sydney Bathurst Street)
Trimester 1 - 2014 (WebLearn GradSchool)
Trimester 2 - 2014 (Newcastle City Precinct)
Trimester 2 - 2014 (Sydney Bathurst Street)
Trimester 2 - 2014 (WebLearn GradSchool)
Trimester 3 - 2014 (Newcastle City Precinct)
Trimester 3 - 2014 (Sydney Bathurst Street)
Trimester 3 - 2014 (WebLearn GradSchool)
Trimester 1 - 2015 (Newcastle City Precinct)
Trimester 1 - 2015 (Sydney Bathurst Street)
Trimester 1 - 2015 (WebLearn GradSchool)
Trimester 2 - 2015 (Newcastle City Precinct)
Trimester 2 - 2015 (Sydney Bathurst Street)
Trimester 2 - 2015 (WebLearn GradSchool)
Trimester 3 - 2015 (Newcastle City Precinct)
Trimester 3 - 2015 (Sydney Bathurst Street)
Trimester 3 - 2015 (WebLearn GradSchool)

On successful completion of this course, students will be able to:

  1. Demonstrate a comprehensive understanding of the role of marketing within the organisation;
  2. Apply marketing principles to analyse problems and propose solutions;
  3. Identify and explain the elements of a marketing plan;
  4. Discuss strategic and marketing planning, and apply a strategic framework to marketing issues and decisions;
  5. Effectively communicate marketing knowledge in a written context.
  6. Work collaboratively to challenge and develop ideas.

The topics in this course include:

  1. Understanding marketing; the marketing process, orientation and the strategic environment; Ethics and social responsibility.
  2. Business and marketing strategies, competitive advantage, business capabilities and value creation
  3. Augmented product, marketing research, planning process and plans; situation analysis and the SWOT
  4. Understanding customers and consumers: market segmentation, targeting and positioning; consumer perceptions and perceived value
  5. The marketing mix
  6. Knowing your product and deciding on the market; product-market and competitor analysis, managing brands
  7. New product development, service-products and the marketing plan
  8. Costing issues and pricing strategies: life cycle, skimming and penetration pricing
  9. Value based relationship management; IMC and the market space 10.Designing market-driven organizations; Deliver the value proposition; logistics 11.Implementing the marketing plan; globalization issues
Replacing Course(s) This course replaces GSBS6010 Foundations of Marketing Theory.
Transition This course is not available to students who have completed GSBS6010 Foundations of Marketing Theory. Students who have not completed GSBS6010 can study GSBS6005 Marketing Management and Planning as a replacement course.
Industrial Experience 0
Assumed Knowledge There is no assumed knowledge for this course.
Modes of Delivery Distance Learning : IT Based
Flexible Delivery / Student Centred Learning
Internal Mode
Teaching Methods Lecture
Assessment Items
  • Essays / Written Assignments - Group assignment: Develop and justify a situation analysis Reflective individual essay
  • Examination: Formal -
Contact Hours
  • Lecture: for 3 hour(s) per Week for 12 weeks
Compulsory Components None listed
Course Materials
  • Marketing: Real People Real Choices
Timetable 2015 Course Timetables for GSBS6005

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