Skip to Main Content
Catalogue Link
<a href="/ords/r/curriculum/catalogue/home" class="t-Header-logo-link"><span class="apex-logo-text">Handbook</span></a>
Hidden Page Items
New
8
New
HE Unit Template
New
Marketing Management
New
BUMKT6902 - Marketing Management
New
20240200
New
New
New
New
Course
New
Unit
New
New
1.2
New
New
2026-09-10
New
2026-09-10
New
Business
New
New
New
New
Institute of Innovation, Science & Sustainability
New
Business
New
Postgraduate - Coursework
New
15
New
New
.125
New
080505
New
Marketing
New
080505 - Marketing
New
<a href="http://www.federation.edu.au/locate/unit/bumkt6902">View unit fees</a>
New
Graded (e.g. HD, D, C, etc)
New
8
New
Bachelor Honours Degree, Graduate Certificate, Graduate Diploma
New
New
New
New
New
1
New
New
New
New
New
false
New
New
New
<p>Marketing is a critical management function that needs to adapt to the rapid changes in the business environment caused by globalisation and digital disruption. These changes require a focus on innovation and relationship building to fulfil its core function of value creation by satisfying customers’ needs with welldesigned market offerings. A successful marketer is customer-centric and highly strategic, thus relies on data and consumer insights. This fundamental course provides the basic marketing concepts and tools; students work interactively with each other and with the instructor to apply them to real-life marketing problems. The course illustrates how marketing relates to other management functions to achieve organisational goals and objectives. Further, the rise in prominence of corporate governance has brought about greater emphasis on ethical marketing practices and marketing’s role in developing corporate social responsibility programs.</p>
New
New
<p>•The marketing concept and its evolution - The role of marketing in a modern business environment and how the marketing system interrelates with influencing variables - Current topical issues, including ethical considerations and green marketing<br>
•Critical concepts of ‘value exchange’ and ‘customer value’<br>
•Marketing’s role within the organisation and the underlying principles and techniques for marketing decision making, marketing planning, marketing research and the development of marketing strategies<br>
•The forces affecting market dynamics and an introduction to consumer behaviour, market segmentation, target marketing and positioning.<br>
•The elements of the marketing mix and associated concepts, such as, the product life cycle, new product development, brands and packaging, pricing, distribution and supply, advertising and communication<br>
•The organisation, control and evaluation of the marketing activities within a firm</p>
New
true
New
<p>Where supplementary assessment is available a student must have failed overall in the Unit but gained a final mark of 45 per cent or above, has completed all major assessment tasks (including all sub-components where a task has multiple parts) as specified in the Unit Description and is not eligible for any other form of supplementary assessment.</p>
New
true
Hidden Page Items
Semester
Semester
0200
Year
Year
2027
Current Year
2026
Breadcrumb Positioning
Handbook
BUMKT6902 - Marketing Management
Pseudo Breadcrumb
BUMKT6902 - Marketing Management
Breadcrumb Type
Unit
Catalogue Term and Year
Version Text
You are viewing a version for
Semester
Semester 1
Semester 2
Summer Semester
Year
2027
2026
Download PDF
RDS Holder
Overview
Key information
Requisites
Learning outcomes
Assessment
FedTASK
Parent Region
Overview
Unit description
<p>Marketing is a critical management function that needs to adapt to the rapid changes in the business environment caused by globalisation and digital disruption. These changes require a focus on innovation and relationship building to fulfil its core function of value creation by satisfying customers’ needs with welldesigned market offerings. A successful marketer is customer-centric and highly strategic, thus relies on data and consumer insights. This fundamental course provides the basic marketing concepts and tools; students work interactively with each other and with the instructor to apply them to real-life marketing problems. The course illustrates how marketing relates to other management functions to achieve organisational goals and objectives. Further, the rise in prominence of corporate governance has brought about greater emphasis on ethical marketing practices and marketing’s role in developing corporate social responsibility programs.</p>
Unit content
<p>•The marketing concept and its evolution - The role of marketing in a modern business environment and how the marketing system interrelates with influencing variables - Current topical issues, including ethical considerations and green marketing<br> •Critical concepts of ‘value exchange’ and ‘customer value’<br> •Marketing’s role within the organisation and the underlying principles and techniques for marketing decision making, marketing planning, marketing research and the development of marketing strategies<br> •The forces affecting market dynamics and an introduction to consumer behaviour, market segmentation, target marketing and positioning.<br> •The elements of the marketing mix and associated concepts, such as, the product life cycle, new product development, brands and packaging, pricing, distribution and supply, advertising and communication<br> •The organisation, control and evaluation of the marketing activities within a firm</p>
Key information
Institute / school:
Institute of Innovation, Science & Sustainability
Discipline:
Business
Study level:
Postgraduate - Coursework
Credit points:
15
EFTSL:
0.125
Field of education:
080505 - Marketing
Grade scheme:
Graded (e.g. HD, D, C, etc)
Placement component:
No
Fee information:
<a href="http://www.federation.edu.au/locate/unit/bumkt6902">View unit fees</a>
Requisites
Prerequisite
None
Corequisite
None
Exclusion
<p>must not have completed "<a href="/ords/r/curriculum/catalogue/course?p6_code=BUMKT5902" target="_blank">BUMKT5902</a>"</p>
Learning outcomes
Learning outcomes
<p>On successful completion of this unit, students are expected to gain the following [K]nowledge, [S]kills and [A]pplication of knowledge & skills</p>
Learning Outcomes
Ref
Outcome
K1
<p>Understand how marketing principles apply to professional practice within a variety of areas such as commercial enterprises, not-for profit organisations, government and/or individuals</p>
K2
<p>Select appropriate secondary research to identify the impact of internal and external environments in a marketing situation to assist development of appropriate marketing strategies</p>
K3
<p>Determine and assess factors that influence consumer decision making to incorporate in marketing campaigns</p>
K4
<p>Specify the appropriate combination of the elements of the marketing mix, either on an individual basis or in an integrated manner, when compiling product marketing plans</p>
K5
<p>Determine the ethical and corporate responsibility frameworks for development of marketing plans or activities</p>
S1
<p>Identify and analyse marketing issues and opportunities in a critical and meaningful way</p>
S2
<p>Investigate and critically evaluate marketing strategies to facilitate a business strategic plan</p>
S3
<p>Communicate marketing strategies, plans and activities, using clear and concise language, both orally and in written report.</p>
S4
<p>Reflect and apply ethical and corporate social responsibility principles in the marketing function.</p>
A1
<p>Select and employ appropriate marketing concepts to new and diverse situations</p>
A2
<p>Identify, plan and evaluate proposed marketing plans and present the results with responsibility and accountability</p>
Assessment
Learning Tasks and Assessment
Ref
Learning task
Assessment type
Weighting
Learning outcomes assessed
1
<p>Demonstrate a critical understanding of Marketing based on the activities and material covered in class</p>
<p>Individual assignment</p>
<p>10-20%</p>
K1, K2, K3, S1, S2, S4
2
<p>Demonstrate application of marketing concepts and business acumen by examining practical issues</p>
<p>Group report and/or presentation</p>
<p>30-40%</p>
K1, K2, K3, K4, K5, S1, S2, S3, A1, A2
3
<p>Demonstrate knowledge of key marketing concepts by applying them in different marketing situations</p>
<p>Exam</p>
<p>40-50%</p>
K1, K2, K3, K4, K5, S3, S4, A1, A2
Supplementary assessment available:
Yes
Supplementary assessment information:
<p>Where supplementary assessment is available a student must have failed overall in the Unit but gained a final mark of 45 per cent or above, has completed all major assessment tasks (including all sub-components where a task has multiple parts) as specified in the Unit Description and is not eligible for any other form of supplementary assessment.</p>
FedTASK
FedTASK
<p>Federation University recognises that students require key transferable employability skills to prepare them for their future workplace and society. FedTASKs (<strong>T</strong>ransferable <strong>A</strong>ttributes <strong>S</strong>kills and <strong>K</strong>nowledge) provide a targeted focus on five key, transferable Attributes, Skills, and Knowledge that are embedded within curriculum, developed gradually towards successful measures and interlinked with cross-discipline and co-operative learning opportunities.</p>
Key information
Institute / school:
Institute of Innovation, Science & Sustainability
Discipline:
Business
Study level:
Postgraduate - Coursework
Credit points:
15
EFTSL:
0.125
Field of education:
080505 - Marketing
Grade scheme:
Graded (e.g. HD, D, C, etc)
Placement component:
No
Fee information:
<a href="http://www.federation.edu.au/locate/unit/bumkt6902">View unit fees</a>
Additional information
Add Info Static Text
Internal reference: BUMKT6902 - U1.2