Course Title: Marketing Management

Part A: Course Overview

Course Title: Marketing Management

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


RMIT Online


625H Economics, Finance and Marketing



Course Coordinator: Associate Professor Michael Schwartz

Course Coordinator Phone: +61 3 9925-5515

Course Coordinator Email:

Pre-requisite Courses and Assumed Knowledge and Capabilities


Course Description

This is an introductory course which examines marketing as both an activity concerned with managing specific variables related to the marketing mix and as a philosophy guided by a consumer-orientation.

Objectives/Learning Outcomes/Capability Development


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

  1. Evaluate and synthesise information of customer needs and expectations from various sources and experiences
  2. Compare and contrast the market segmentation and positioning strategy from both theorist and practitioner perspectives to critically appreciate the benefits
  3. Use marketing mix tools to analyse marketing situation and position products for maximum competitive advantage in the marketplace
  4. Demonstrate an awareness of ethical, social and cultural issues within a marketing context and their importance in the exercise of professional skills and responsibilities.
  5. Develop multiple management skills including critical thinking, working in a group environment, oral and written presentation skills to be successful in marketing management positions.

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/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 the RMIT 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.

Overview of Assessment

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

Assessment Task 1: 25%
Linked CLOs: 1, 2, 3, 4, 5

Assessment Task 2: 25%
Linked CLOs: 1, 2, 3, 4, 5

Final Examination: 50%
Linked CLOs: 1, 2, 3, 4, 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.