Marketing Management and Planning

10 Units

Marketing plays a vital role in creating sustainable competitive advantage for organisations 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 organisational 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 Management and Planning 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 - 2018 (Newcastle City Precinct)
Trimester 1 - 2018 (Sydney Elizabeth Street)
Trimester 1 - 2018 (Online)
Trimester 2 - 2018 (Newcastle City Precinct)
Trimester 2 - 2018 (Sydney Elizabeth Street)
Trimester 2 - 2018 (Online)
Trimester 3 - 2018 (Newcastle City Precinct)
Trimester 3 - 2018 (Sydney Elizabeth Street)
Trimester 3 - 2018 (Gosford)
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.

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
  • This course replaces GSBS6010. If you have successfully completed GSBS6010 you cannot enrol in this course.
Assessment Items
  • Online Learning Activity: Weekly Online Discussion Board
  • Report: Group Report - Marketing Planning
  • Report: Individual Reflective Report - Marketing Planning
  • Formal Examination: Final Examination

Contact Hours

Gosford, Newcastle City Precinct, PSB Singapore, Sydney Elizabeth Street and Online


Face to Face On Campus 3 hour(s) per Week for 12 Weeks

Course Materials
  • Marketing: Real People Real Choices E-Book
Timetable 2018 Course Timetables for GSBS6005
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