Marketing Management and Planning
|Course code GSBS6005||Units 10||Level 6000||Faculty 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 2014
|Objectives||On 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.
|Content||The 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.|
|Transition||This 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.|
|Assumed Knowledge||There is no assumed knowledge for this course.|
|Modes of Delivery||Distance Learning : IT Based|
Flexible Delivery / Student Centred Learning
|Contact Hours||Lecture: for 3 hour(s) per Week for 12 weeks|
|Timetables||2014 Course Timetables for GSBS6005|