Unit details
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Learning Outcomes
1. | Analyse how the key elements of the marketing mix contribute to an organisation's marketing strategy; | ||
2. | Compare alternative theories of consumer behaviour and contrast how they influence marketing activities; | ||
3. | Determine the practical implications of core marketing theory including marketing empirical generalisations, the Double Jeopardy and Duplication of Purchase laws; | ||
4. | Investigate marketing problems in business situations using marketing research and marketing metrics, and effectively report results to a broader audience; | ||
5. | Formulate basic marketing strategies that can be implemented to address marketing problems. |
Assessment
Melbourne campuses
Students studying under the VU Block Model.
Assessment type | Description | Grade |
---|---|---|
Essay | Environmental Analysis for Marketing Plan | 10% |
Case Study | Marketing Plan – Part 1: Segmentation Plan (15%) and Part 2: Marketing Mix (25%) | 40% |
Presentation | Presentation and discussion on chosen marketing topic | 20% |
Test | Online tests | 30% |
Other locations
Assessment type | Description | Grade |
---|---|---|
Essay | Environmental Analysis | 10% |
Presentation | Presentation and discussion | 20% |
Case Study | Marketing Plan | 40% |
Examination | Final examination | 30% |
Required reading
Marketing: Theory, Evidence, Practice,
Sharp, B 2017,
Oxford University Press, South Melbourne.
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