Course Title: Marketing for Managers

Part A: Course Overview

Course Title: Marketing for Managers

Credit Points: 12.00

Terms

Course Code	Campus	Career	School	Learning Mode	Teaching Period(s)
BUSM1534	City Campus	Postgraduate	660H Graduate School of Business and Law	Face-to-Face	Sem 1 2006, Sem 2 2006, Spring2006, Sem 2 2007, Sem 1 2008, Sem 2 2008, Sem 1 2009, Sem 2 2009, Spring2009, Sem 1 2010, Sem 2 2010, Spring2010, Sem 2 2011, Spring2011, Sem 2 2012, Sem 2 2013, Sem 2 2014, Spring2014, Sem 1 2015, Sem 2 2015, Spring2015, Sem 1 2016, Sem 2 2016, Sem 1 2017, Sem 1 2018, Sem 2 2018, Sem 2 2019, Sem 1 2020, Sem 2 2020, Sem 1 2021, Sem 2 2021, Sem 1 2022, Sem 2 2022, Sem 1 2023, Sem 2 2023, Sem 1 2024, Sem 2 2024
BUSM2412	RMIT University Vietnam	Postgraduate	660H Graduate School of Business and Law	Face-to-Face	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, Viet2 2019, Viet3 2019, Viet1 2020, Viet3 2020, Viet1 2021, Viet3 2021, Viet2 2022, Viet1 2023, Viet2 2023, Viet1 2024, Viet3 2024
BUSM3994	RMIT Vietnam Hanoi Campus	Postgraduate	660H Graduate School of Business and Law	Face-to-Face	Viet2 2008, Viet3 2019, Viet3 2020, Viet2 2021, Viet1 2022, Viet1 2023, Viet3 2023, Viet1 2024, Viet3 2024
BUSM4348	Open Learning Australia	Non Award	660H Graduate School of Business and Law	Distance / Correspondence	OUAS1PG19, OUAS2PG19, OUAS1PG20

Flexible Terms

Course Code	Campus	Career	School	Learning Mode	Teaching Period(s)
BUSM1534	City Campus	Postgraduate	660H Graduate School of Business and Law	Face-to-Face	PGRDFlex23 (All)
BUSM1534	City Campus	Postgraduate	660H Graduate School of Business and Law	Face-to-Face	PGRDFlex24 (ZZZZ)
BUSM4739	RMIT Online	Postgraduate	660H Graduate School of Business and Law	Internet	JulDec2019 (KP5)
BUSM4739	RMIT Online	Postgraduate	660H Graduate School of Business and Law	Internet	JanJun2020 (KP3)
BUSM4739	RMIT Online	Postgraduate	660H Graduate School of Business and Law	Internet	JanJun2021 (KP3), JanJun2021 (KP1), JanJun2021 (All)
BUSM4739	RMIT Online	Postgraduate	660H Graduate School of Business and Law	Internet	JulDec2021 (KP4), JulDec2021 (KP5)
BUSM4739	RMIT Online	Postgraduate	660H Graduate School of Business and Law	Internet	JanJun2022 (KP2), JanJun2022 (KP3)
BUSM4739	RMIT Online	Postgraduate	660H Graduate School of Business and Law	Internet	JulDec2022 (KP6)
BUSM4739	RMIT Online	Postgraduate	660H Graduate School of Business and Law	Internet	JanJun2023 (KP1)
BUSM4739	RMIT Online	Postgraduate	660H Graduate School of Business and Law	Internet	JulDec2023 (KP4), JulDec2023 (KP5)
BUSM4739	RMIT Online	Postgraduate	660H Graduate School of Business and Law	Internet	JanJun2024 (KP2), JanJun2024 (KP3), JanJun2024 (All)
BUSM4739	RMIT Online	Postgraduate	660H Graduate School of Business and Law	Internet	JulDec2024 (All)

Course Coordinator: Kevin Argus

Course Coordinator Phone: +61 3 9925 1457

Course Coordinator Email: Kevin.Argus@rmit.edu.au

Course Coordinator Location: Building 13

Course Coordinator Availability: By Appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities

None.

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 to enable the application of marketing functions in a professional context.
2. Implement the strategic marketing planning process to develop and manage marketing plan.
3. Utilise marketing research tools and methodologies to generate actionable insights and guide data-driven decision-making.
4. Present marketing ideas and concepts to a variety of stakeholders using effective communication skills.
5. Develop and evaluate your readiness and adaptability to engage effectively in global marketing contexts independently and in diverse team environments.

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

Various learning resources are available online through MyRMIT Studies\Canvas. The lecture notes and workshop notes are posted on Canvas.

Resources are also available online through RMIT Library databases and other facilities. Visit the RMIT library website for further details. Assistance is available online via our chat and email services, face to face at our campus libraries or via the telephone on (03) 9925 2020.

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: 30% 
Linked CLOs: 1, 3

Assessment Task 2: 40% 
Linked CLOs: 1, 2, 3, 4, 5

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