GSBS6005

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 - 2015 (WebLearn GradSchool)
Trimester 1 - 2015 (Newcastle City Precinct)
Trimester 1 - 2015 (Sydney Bathurst Street)
Trimester 2 - 2015 (WebLearn GradSchool)
Trimester 2 - 2015 (Newcastle City Precinct)
Trimester 2 - 2015 (Sydney Bathurst Street)
Trimester 3 - 2015 (WebLearn GradSchool)
Trimester 3 - 2015 (Newcastle City Precinct)
Trimester 3 - 2015 (Sydney Bathurst Street)
Learning Outcomes

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; and
  6. Work collaboratively to challenge and develop ideas.
Content

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 the following course(s): GSBS6010. Students who have successfully completed GSBS6010 are not eligible to enrol in GSBS6005.
Assessment Items
  • Report: Group Report - Marketing Planning
  • Report: Individual Reflective Report - Marketing Planning
  • Formal Examination: Final Examination
Contact Hours
  • Lecture: for 3 hour(s) per Week for Weeks
Course Materials
  • Marketing: Real People Real Choices
Timetable 2015 Course Timetables for GSBS6005

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