Course Title: Marketing for Managers

Part A: Course Overview

Course Title: Marketing for Managers

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


City Campus


660H Graduate School of Business and Law


Sem 1 2006,
Sem 2 2006,
Sem 2 2007,
Sem 1 2008,
Sem 2 2008,
Sem 1 2009,
Sem 2 2009,
Sem 1 2010,
Sem 2 2010,
Sem 2 2011,
Sem 2 2012,
Sem 2 2013,
Sem 2 2014,
Sem 1 2015,
Sem 2 2015,
Sem 1 2016,
Sem 2 2016,
Sem 1 2017,
Sem 1 2018,
Sem 2 2018,
Sem 1 2019


RMIT University Vietnam


660H Graduate School of Business and Law


Viet3 2007,
Viet1 2008,
Viet2 2008,
Viet3 2008,
Viet1 2009,
Viet2 2009,
Viet3 2009,
Viet1 2010,
Viet2 2010,
Viet3 2010,
Viet1 2011,
Viet2 2011,
Viet3 2011,
Viet1 2012,
Viet2 2012,
Viet3 2012,
Viet1 2013,
Viet3 2013,
Viet3 2015,
Viet1 2016,
Viet2 2016,
Viet3 2016,
Viet1 2017,
Viet3 2017,
Viet2 2018,
Viet3 2018,
Viet1 2019


RMIT Vietnam Hanoi Campus


660H Graduate School of Business and Law


Viet2 2008


Open Learning Australia

Non Award

660H Graduate School of Business and Law

Distance / Correspondence


Course Coordinator: Professor Mark Leenders

Course Coordinator Phone: +61 3 9925 1582

Course Coordinator Email:

Course Coordinator Location: Building 13

Course Coordinator Availability: By Appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities


Course Description

This course seeks to develop understanding of the marketing function, to observe current marketing practice and to examine key issues currently challenging the profession. The course stresses the relationship between the customer /client and the organisation as a producer or service provider. Ethical or responsible marketing as a strategy for building trust is also identified. The primary course objective is to enable you to understand and utilise marketing tools, techniques and processes towards better organisational outcomes. This enables you to better manage the marketing issues. Theoretical concepts such as segmentation, targeting, positioning, among others are presented and applied in a series of cases and activities that reflect the use of these concepts in real practice. Marketing strategy is related to the environmental opportunities and constraints that must be addressed. A feature of this course is to consider the relevance of marketing practices in different organisational contexts.

Objectives/Learning Outcomes/Capability Development


On successful completion of this course you will be able to:

  1. Apply the key concepts and tools of marketing theory and practice to enable application of marketing functions in a professional context.
  2. Implement the strategic marketing planning process to develop and manage marketing plan
  3. Use the marketing information and research tools to perform a marketing situational analysis
  4. Analyse quantitative and qualitative information to assess risk implications in business decisions
  5. Present quantitative information in a clear, simple and informative format

Overview of Learning Activities

This course may be delivered face-to-face and/or online through classes, lectures, seminars, workshops and tutorials. You will be expected to be an active participant and undertake the required preparatory work.
A key objective is to foster a stimulating, self-learning environment and culture. Learning opportunities will be provided through student papers, formal lectures, case studies, team assignments, and the designation of required textbooks and some additional recommended reading material. Much learning takes place in informal environments and students are encouraged to get to know each other’s backgrounds and interests and to discuss the issues raised in class and by their project work with other students.

Overview of Learning Resources

From 2018, Canvas is RMIT University's Learning Management System. Canvas is a flexible online system which will provide you with an engaging and exciting learning experience as part of your studies with us. The Canvas platform will be the primary site for you to gain access to all the resources designed to support your learning in this course. Your Canvas portal can accessed by logging into the following RMIT page:

Overview of Assessment

The assessment tasks, their weighting and the course learning outcomes to which they are aligned are as follows:

For Student enrolled in classes commencing before 4 March 2019: 

Assessment Task 1: 40%
Linked CLOs: 1, 2, 3, 4

Assessment Task 2: 30%
Linked CLOs: 1, 5

Assessment Task 3: 30%
Linked CLOs: 1, 5


For Students enrolled in classes commencing on or after 4 March 2019: 

Assessment Task 1: 30% 
Linked CLOs: 1, 5

Assessment Task 2: 40% 
Linked CLOs: 1, 2, 3, 4

Assessment Task 3: 30% 
Linked CLOs: 1, 5

Feedback will be provided throughout the semester in class and/or in online forums through individual and group feedback on practical exercises and by individual consultation.