Marketing Management and Planning

Course code GSBS6005Units 10Level 6000Faculty of Business and LawNewcastle Business School

Marketing plays a vital role in creating sustainable competitive advantage for organizations with limited resources, and that operate in dynamic competitive environments. In doing so marketing provides the focus for creating and maintaining value for customers and organizational profit. Drawing from a preliminary review of basic marketing concepts and processes, Marketing Management develops a set of key analytical tools to enhance managers’ understanding of, and the ability to, manage key strategic issues and decisions. Marketing Planning and Management is designed as a beneficial stand-alone unit for all managers and provides a strong foundation for further marketing studies.

Available in 2015

Newcastle City PrecinctTrimester 1, Trimester 2, Trimester 3
Sydney Bathurst StreetTrimester 1, Trimester 2, Trimester 3
UoN SingaporeTrimester 1, Trimester 3
WebLearn GradSchoolTrimester 1, Trimester 2, Trimester 3
Previously offered in 2014
ObjectivesOn successful completion of this course, students will be able to:

1. Demonstrate a comprehensive understanding of the role of marketing within the organisation;
2. Apply marketing principles to analyse problems and propose solutions;
3. Identify and explain the elements of a marketing plan;
4. Discuss strategic and marketing planning, and apply a strategic framework to marketing issues and decisions;
5. Effectively communicate marketing knowledge in a written context.
6. Work collaboratively to challenge and develop ideas.
ContentThe topics in this course include:
1. Understanding marketing; the marketing process, orientation and the strategic environment; Ethics and social responsibility.
2. Business and marketing strategies, competitive advantage, business capabilities and value creation
3. Augmented product, marketing research, planning process and plans; situation analysis and the SWOT
4. Understanding customers and consumers: market segmentation, targeting and positioning; consumer perceptions and perceived value
5. The marketing mix
6. Knowing your product and deciding on the market; product-market and competitor analysis, managing brands
7. New product development, service-products and the marketing plan
8. Costing issues and pricing strategies: life cycle, skimming and penetration pricing
9. Value based relationship management; IMC and the market space
10.Designing market-driven organizations; Deliver the value proposition; logistics
11.Implementing the marketing plan; globalization issues
Replacing Course(s)This course replaces GSBS6010 Foundations of Marketing Theory.
TransitionThis course is not available to students who have completed GSBS6010 Foundations of Marketing Theory. Students who have not completed GSBS6010 can study GSBS6005 Marketing Management and Planning as a replacement course.
Industrial Experience0
Assumed KnowledgeThere is no assumed knowledge for this course.
Modes of DeliveryDistance Learning : IT Based
Flexible Delivery / Student Centred Learning
Internal Mode
Teaching MethodsLecture
Assessment Items
Essays / Written AssignmentsGroup assignment: Develop and justify a situation analysis
Reflective individual essay
Examination: Formal
Contact HoursLecture: for 3 hour(s) per Week for 12 weeks
Timetables2015 Course Timetables for GSBS6005