Handbook : Unit informationEdith Cowan University

School: Business and Law

This unit information may be updated and amended immediately prior to semester. To ensure you have the correct outline, please check it again at the beginning of semester.

Please note that given the circumstances of COVID-19, there may be some modifications to the assessment schedule promoted in Handbook for Semester 1 2020 Units. Students will be notified of all approved modifications by Unit Coordinators via email and Unit Blackboard sites. Where changes have been made, these are designed to ensure that you still meet the unit learning outcomes in the context of our adjusted teaching and learning arrangements.

• Unit Title

  Marketing Leadership

• Unit Code

  FBL5020

• Year

  2020

• Enrolment Period

  1

• Version

  3

• Credit Points

  20

• Full Year Unit

  Y

• Mode of Delivery

  On Campus
  Online

• Unit Coordinator

  Dr Claire Marion LAMBERT

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Description

This unit provides an introduction to marketing theory and practice. The unit presents marketing as the generator of organisational revenue and is therefore considered essential for all business students. Adopting a contemporary approach to markets, the unit recognises the services sector as the dominant force in modern economies. Additionally, the unit takes a tradigital (traditional/digital) and international approach to marketing. Holistically, the unit explores the key success factors of modern organisations: product leadership, customer intimacy, and operational excellence. The objectives of a marketing philosophy, which are, to increase sales, reduce costs as a percentage of sales, and to build the value of the business are kept at the forefront of discussions.

Non Standard Timetable Requirements

This unit may be offered in intensive mode each semester.

Learning Outcomes

On completion of this unit students should be able to:

1. Appraise the strategic marketing concepts that marketing practitioners utilise to achieve a competitive advantage.
2. Critique how marketing has evolved and its role in modern organisations.
3. Outline the marketing management process to manage quality, value, satisfaction, trust, and loyalty to achieve the financial, strategic, and communication objectives of an organisation.
4. Produce a marketing plan aligned with the business-marketing planning process.

Unit Content

1. The evolution of marketing.
2. The key concepts of marketing.
3. Marketing channels to the customer.
4. The circle of customer-organisational satisfaction.
5. The total product concept.
6. The customer, organisation, market and product characteristics.
7. Market Research and the marketing plan.
8. Crafting the marketing plan.
9. Building and maintaining a brand.
10. Tradigital marketing communication.
11. Sales and sales management.

Learning Experience

ON-CAMPUS

Students will attend on campus classes as well as engage in learning activities through ECU Blackboard.

For more information see the Semester Timetable

ONLINE

Students will engage in learning experiences through ECU Blackboard as well as additional ECU learning technologies.

Additional Learning Experience Information

The unit is delivered to on-campus and off-campus students. Thirteen three hour seminars are available on-campus, students may also study online through accessing the Blackboard site. Alternatively, students may adopt a mixed, on-campus/online, approach to balance work and study. A number of different approaches will be employed to ensure that the unit learning outcomes are met, for example; a semester case study will synthesise the unit learning, learning vignettes and photographic case studies will provide practical examples of theory, a student guide provides direction to key topics. Industry leaders will feature as guest lecturers, enabling learners to make the connections between theory and practical application. Assessments will encourage the application of theory to real world examples. Regardless of the mode of delivery, student participation and contribution to the collective knowledge is encouraged; tools within Blackboard will be employed to facilitate this process.

Assessment

GS1 GRADING SCHEMA 1 Used for standard coursework units

Students please note: The marks and grades received by students on assessments may be subject to further moderation. All marks and grades are to be considered provisional until endorsed by the relevant Board of Examiners.

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