GSBS6005
10 units
6000 level
Course handbook
Description
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.
Availability2024 Course Timetables
Singapore PSB
- Trimester 1 - 2024 (Singapore)
Newcastle City Precinct
- Trimester 1 - 2024
- Trimester 2 - 2024
- Trimester 3 - 2024
Online
- Trimester 1 - 2024
- Trimester 2 - 2024
- Trimester 3 - 2024
Sydney Elizabeth Street
- Trimester 1 - 2024
- Trimester 2 - 2024
- Trimester 3 - 2024
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.
Content
The topics in this course include:
- The marketing process, orientation and the strategic environment, ethics and social responsibility.
- Business and marketing strategies, competitive advantage, business capabilities and value creation
- Augmented product, marketing research, planning process and plans; situation analysis and the SWOT
- Market segmentation, targeting and positioning; consumer perceptions and perceived value
- The marketing mix strategy
- Product decisions, managing brands, product-market and competitor analysis
- New product development, service-products and the marketing plan
- Costing issues and pricing strategies: life cycle, skimming and penetration pricing
- Value based relationship management; IMC and the market space
- Designing market-driven organisations, delivering a value proposition and logistics
- Implementing the marketing plan and globalisation issues
Requisite
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
Trimester 1 - 2024 (Singapore) - Singapore PSB
Lecture-1
- Face to Face On Campus 3 hour(s) per week(s) for 12 week(s) starting in week 1
Trimester 1 - 2024 - Newcastle City Precinct
Lecture-1
- Face to Face On Campus 2 hour(s) per week(s) for 12 week(s) starting in week 1
Online Activity-1
- Self-Directed 6 hour(s) per term
- 6 hrs of online content per term provided for self directed learning
Trimester 1 - 2024 - Online
Online Activity-1
- Self-Directed 30 hour(s) per term
Trimester 1 - 2024 - Sydney Elizabeth Street
Lecture-1
- Face to Face On Campus 2 hour(s) per week(s) for 12 week(s) starting in week 1
Online Activity-1
- Self-Directed 6 hour(s) per term
- 6 hrs of online content per term provided for self directed learning
Trimester 2 - 2024 - Newcastle City Precinct
Lecture-1
- Face to Face On Campus 2 hour(s) per week(s) for 12 week(s) starting in week 1
Online Activity-1
- Self-Directed 6 hour(s) per term
- 6 hrs of online content per term provided for self directed learning
Trimester 2 - 2024 - Online
Online Activity-1
- Self-Directed 30 hour(s) per term
Trimester 2 - 2024 - Sydney Elizabeth Street
Lecture-1
- Face to Face On Campus 2 hour(s) per week(s) for 12 week(s) starting in week 1
Online Activity-1
- Self-Directed 6 hour(s) per term
- 6 hrs of online content per term provided for self directed learning
Trimester 3 - 2024 - Newcastle City Precinct
Lecture-1
- Face to Face On Campus 2 hour(s) per week(s) for 12 week(s) starting in week 1
Online Activity-1
- Self-Directed 6 hour(s) per term
- 6 hrs of online content per term provided for self directed learning
Trimester 3 - 2024 - Online
Online Activity-1
- Self-Directed 30 hour(s) per term
Trimester 3 - 2024 - Sydney Elizabeth Street
Lecture-1
- Face to Face On Campus 2 hour(s) per week(s) for 12 week(s) starting in week 1
Online Activity-1
- Self-Directed 6 hour(s) per term
- 6 hrs of online content per term provided for self directed learning
Course outline
- GSBS6005 - Trimester 1, 2024 (Naihes) (PDF, 227.2 KB)
- GSBS6005 - Trimester 1, 2024 (Ncle) (PDF, 209.0 KB)
- GSBS6005 - Trimester 1, 2024 (Online) (PDF, 207.8 KB)
- GSBS6005 - Trimester 1, 2024 (Syd) (PDF, 209.0 KB)
The University of Newcastle acknowledges the traditional custodians of the lands within our footprint areas: Awabakal, Darkinjung, Biripai, Worimi, Wonnarua, and Eora Nations. We also pay respect to the wisdom of our Elders past and present.