Course Title: Marketing

Part A: Course Overview

Course Title: Marketing

Credit Points: 12

Course Code




Learning Mode

Teaching Period(s)


City Campus


660H Graduate School of Business and Law


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 2015,
Sem 2 2015,
Sem 1 2016,
Sem 2 2016,
Sem 1 2017


RMIT University Vietnam


660H Graduate School of Business and Law


Viet2 2007,
Viet3 2007,
Viet1 2008,
Viet2 2008,
Viet3 2009,
Viet2 2010,
Viet3 2010,
Viet3 2011,
Viet1 2013


Malaysia Institute of Managemt


660H Graduate School of Business and Law


Offsh 2 07,
Offsh 3 08


RMIT Vietnam Hanoi Campus


660H Graduate School of Business and Law


Viet3 2007,
Viet2 2008,
Viet3 2009,
Viet2 2010

Course Coordinator: Dr Kevin Argus

Course Coordinator Phone: +61 0419 889 465

Course Coordinator Email:

Course Coordinator Location: Graduate School of Business and Law, Cnr Victoria and Russell Sts, Melbourne, Victoria, 3000

Pre-requisite Courses and Assumed Knowledge and Capabilities

Successful completion of the following course:

050937  - Design Thinking for Business (Executive) (BUSM4519/BUSM4520 or equivalent code)

Course Description

The course builds work-ready skills in marketing within a global context incorporating digital communication and recording tools. You will appreciate these tools as you apply the marketing concepts practically within a collaborative learning network. You will also integrate design thinking and marketing planning, as you develop consumer-centric solutions to marketing problems.

Overall the course provides knowledge of marketing function and the implementation of marketing tools, techniques and processes to achieve optimal organisational outcomes in the marketplace. You will acquire knowledge and skills in marketing process: 1) employing empathy in understanding consumers, and employing marketing tools to analyse the external and internal environments, 2) utilise insights gained to adequately define marketing problems, 3) employ techniques that facilitate ideation (thinking outside the box), 4) strategically design branding, positioning and marketing mix elements (product, price, promotion and distribution) in line with targeted consumer segments, 5) to prototype, test, implement and amend within a process of metrics and controls.

This course draws on student experience as managers in industry (including experience operating internationally and locally), and emphasises the importance of marketing management in a business context.

Objectives/Learning Outcomes/Capability Development


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

  1. Synthesise and apply contemporary and key marketing knowledge, which is culturally, socially and politically sensitive, with interpersonal skills, accepting the importance of ongoing continuous learning
  2. Critically analyse and synthesise internal organisational and external industry information and macro environment related data and evaluate the impact on marketing plan design
  3. Apply analytical tools, frameworks, models and techniques to assist with the collection, classification and presentation of marketing information
  4. Evaluate design options regarding marketing mix elements in different business contexts
  5. Design a marketing plan in an existing or new market and apply design thinking to complex marketing problems and opportunities by developing creative solutions that contributes to professional practice
  6. Select, communicate and advocate desirable ideas and solutions that will address complex marketing problems and opportunities to both specialist and non-specialist audiences

Overview of Learning Activities

This course is delivered across different modes including face-to-face and online through presentations, discussions, case studies, seminar materials, readings and/or audio/video content. You will be expected to be an active participant.

The following learning activities have been designed to assist you to develop the important capabilities outlined in this course guide. While this list is not exhaustive, it provides you with an overview of some of the activities that may be undertaken to successfully complete the course.

  • Engage in research by means of searching texts, internet resources and journals (academic and profession)
  • Read text material and selected articles
  • Prepare written answers to problems and topic questions to develop skills applying theory
  • Resolve questions in case study problems
  • Participate in discussions to explore, critique, and form ideas
  • Prepare and participate in presentations, including analysis and feedback
  • Engage in reflective practice and present findings
  • Reflect upon your learning expectations, experiences, outcomes and practical integration
  • Experience current digital communications technology that enhance global work-ready capability

Overview of Learning Resources

Various learning resources are available online through myRMIT/Blackboard. In addition to topic notes; assessment details and a study schedule you may also be provided with links to relevant online information; readings; audio and video clips and communication tools to facilitate collaboration with your peers and to share 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 will be made available to you as required during the teaching period.

Prescribed Text

Kotler and Keller (2016), Marketing Management - 15th, GLOBAL EDITION, Pearson Education (make sure you check whether it is the global edition)

During the delivery of the course, new materials will be added that contribute to contemporary marketing knowledge. You will be expected to utilise library and electronic resources (as well as any other appropriate resources) to engage in professional reading of relevant marketing literature.

Overview of Assessment

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

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

Assessment Task 2: 20%
Linked CLOs: 3, 4

Assessment Task 3: 30%
Linked CLOs: 1, 6

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.