Marketing Management

Marketing management

Unit code: BHO6505

Credit points: 12

This unit aims to critically review the major decisions faced by marketing decision makers in their efforts to harmonise the organisation's objectives, capabilities, and resources with marketplace needs and opportunities. This unit allows students to evaluate contemporary practices of marketing: the creation of value for customers and firms and the strategies and methods marketers use to successfully operate in today's dynamic environment. The unit reflects on the major trends in the managerial practice of marketing and the teaching pedagogy is crafted around applied learning content, case study analysis, collaborative decision making and reflective reasoning.

Learning outcomes


On successful completion of this unit, students will be able to:

  1. Analyse and exemplify how the key elements of the marketing mix influence management practices within their profession.
  2. Contextualise and evaluate marketing management principles across industries and within profit, governmental and 'not-for-profit' organisations.
  3. Critically analyse marketing theory and literature to current disciplinary practice in order to reflect how organisations can better deliver value to their customers and stakeholders.
  4. Apply knowledge of marketing perspectives, decision tools, strategic practices and frameworks to formulate strategic marketing decisions and plans.
  5. Evaluate the sustainability agenda and justify the assessment of the implications for business.
  6. Extrapolate from theoretical concepts and principles to propose and justify courses of action which facilitate decision making in a variety of marketing management contexts, both locally and globally.




The assessment for this unit has been designed specifically for our online students and will occur at various times across the seven-week study period.

Assessment activities may include essays, reports, case study analysis, tests and quizzes, reflective writing and/or business plans.


Related course/s


This unit is studied as part of the online Master of Business Administration and Graduate Certificate in Business Administration.