The University of Newcastle, Australia
Available in 2020
Course code



10 units


6000 level

Course handbook


Marketing plays a vital role in creating sustainable competitive advantage for organisations 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 organisational 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 Management and Planning is designed as a beneficial stand-alone unit for all managers and provides a strong foundation for further marketing studies.

Availability2020 Course Timetables


  • Trimester 3 - 2020

Newcastle City Precinct

  • Trimester 3 - 2020


  • Trimester 3 - 2020

Sydney Elizabeth Street

  • Trimester 3 - 2020

Learning outcomes

On successful completion of the course students will be able to:

1. Explain and interpret the role of marketing within the organisation;

2. Apply marketing principles and theory to analyse problems and propose solutions;

3. Identify, explain and apply 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; and

6. Work collaboratively to challenge and develop ideas.


The topics in this course include:

  1. 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. Market segmentation, targeting and positioning; consumer perceptions and perceived value
  5. The marketing mix strategy
  6. Product decisions, managing brands, product-market and competitor analysis
  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 organisations, delivering a value proposition and logistics
  11. Implementing the marketing plan and globalisation issues


This course replaces GSBS6010. If you have successfully completed GSBS6010 you cannot enrol in this course.

Assessment items

Report: Group Report - Marketing Plan Part 1

Report: Individual Reflective Report - Marketing Plan Part 2

Formal Examination: Final Examination

Contact hours

Gosford, Newcastle City Precinct, Online, PSB Singapore and Sydney Elizabeth Street


Face to Face On Campus 3 hour(s) per Week for 12 Weeks