Course Title: Advanced Marketing Concepts and Applications

Part A: Course Overview

Course Title: Advanced Marketing Concepts and Applications

Credit Points: 12

Course Code




Learning Mode

Teaching Period(s)


City Campus


625H Economics, Finance and Marketing


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


Singapore Inst of Management


625H Economics, Finance and Marketing


Offsh 1 09,
Offsh 3 09,
Offsh 1 10,
Offsh 3 10,
Offsh 1 11,
Offsh 3 11,
Offsh1 12,
Offsh3 12,
Offsh1 13,
Offsh3 13,
Offsh1 14,
Offsh3 14,
Offsh1 15,
Offsh3 15,
Offsh1 16,
Offsh3 16,
Offsh1 17

Course Coordinator: Associate Professor Kate Westberg

Course Coordinator Phone: +61 3 9925-5512

Course Coordinator Email:

Pre-requisite Courses and Assumed Knowledge and Capabilities

Required Prior Study
008953 - Marketing Principles
002907 - Business Computing 1
013368 - Introductory Accounting
004948 - Business Statistics 1


Course Description

This course builds on concepts introduced in Marketing Principles, as well as introducing additional concepts related to contemporary issues in marketing. Furthermore, it incorporates skills acquired in the first year business courses into the marketing decision making process. This course seeks to provide you with an understanding of, and experience in, the application of selected marketing concepts. In doing so, you will gain skills related to the use of analytical tools in marketing management and their application and limitations in commercial settings. Further, you will gain skills in developing marketing initiatives based on an analysis of the company and business environment. Finally, you will develop an understanding of contemporary issues in marketing.

Objectives/Learning Outcomes/Capability Development


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

  1. Conduct research and critically evaluate the environment in which a company operates including the macro environment, industry factors and competition to identify marketing implications.
  2. Forecast and evaluate the financial impact of marketing decisions.
  3. Appraise various tools and technologies including spreadsheets, statistical packages, databases and digital platforms, and adopt the most appropriate tool in support of marketing decisions and strategies.
  4. Apply marketing theories and frameworks to design effective initiatives and strategies that address marketing challenges.
  5. Communicate marketing concepts and decisions concisely and effectively in a variety of business contexts.
  6. Collaborate effectively with marketing professionals and other business colleagues to scope, plan and manage projects.

Overview of Learning Activities

In this course you will be encouraged to be an active learner. Your learning will be supported through various in-class and online activities comprising individual and group work. These may include quizzes; assignments; prescribed readings; sourcing, researching and analysing specific information; solving problems; conducting presentations; producing written work and collaborating with peers on set tasks or projects.

Overview of Learning Resources

Various learning resources are available online through MyRMIT Studies\Blackboard. These may include topic notes and slides, a study schedule, assessment details, links to relevant internet information, readings and communication tools to facilitate collaboration with your peers and sharing of information.

Resources are also available online through RMIT Library databases and other facilities. If you require assistance with the RMIT library facilities contact the Business Liaison Librarian for your school. Contact details for Business Liaison Librarians are located online on theRMIT library website.

Additional resources and/or sources to assist your learning will be identified by your course coordinator and will be made available to you as required during the teaching period.

There is no prescribed textbook for this course.

Overview of Assessment

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

Assessment Task 1:
Linked CLOs: 4, 5, 6
Assessment Task 2: 45%
Linked CLOs: 1, 2, 3, 4, 5, 6
Final Examination 50%
Linked CLOs: 2, 3, 4

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.