MBAX9114 Marketing Management - 2021

Subject Code
Study Level
Commencing Term
Term 1
Total Units of Credit (UOC)
Delivery Mode
Weekly Online
This course outline is provided in advance of offering to guide student course selection. Please note that while accurate at time of publication, changes may be required prior to the start of the teaching session. To view other versions, visit the archives .

1. Course Details

Summary of Course

This is an introductory course in the marketing discipline, designed to provide you with the basic concepts, tools and techniques used in modern marketing so that you can apply them to real-life problem-solving and decision-making. It can be taken early in your degree program.

The course illustrates how various facets of the marketing function interact with other areas of the business. It presents an overview of where the marketing function fits within the context of the organisation and is an extremely useful foundation course for further development of your general business management skills.

Since its humble beginnings as the mere application of knowledge borrowed from other disciplines, marketing has evolved and established itself as a distinct discipline. In this era of globalisation and digital disruption, the importance of marketing cannot be over-emphasised. Along with efficient operations of the organisation and its supply chain, the success of a firm largely depends on how good its marketing efforts are - how effectively it creates, communicates, delivers and sustains value for its targeted customers, clients and stakeholders. A successful marketer today needs to be a data-insights-driven, customer-centred and business-savvy strategist, all rolled into one. This is a tall order.

Teaching Times and Locations

Please note that teaching times and locations are subject to change. Students are strongly advised to refer to the Class Timetable website for the most up-to-date teaching times and locations.

View course timetable

Course Policies & Support

Course Aims and Relationship to Other Courses

Marketing Management is designed to introduce you to the role that marketing plays in the business model of contemporary organisations. More than just promotions, advertising and marketing communications, effective modern marketing is an essential element of creating, communicating, delivering and sustaining exchanges of value with critical market segments and other key stakeholders to drive the organisation's success. This subject is designed to introduce you to the key principles and activities necessary for you to have an appreciation of the importance of the role that marketing plays in the toolkit of every organisational leader and manager. The frameworks outlined in this course have been used by many large and small organisations in commercial, public and not-for-profit sectors to improve their performance. You will be required to analyse the practices of organisations in the marketplace - including your own organisation and your organisation's competitors - in co-creating value with customers, clients, employees, investors, key suppliers or collaborators, regulators and publics by utilising the ideas presented in this course. At the end of this course, you should be able to view any organisation from a marketing-oriented perspective.

Additional Course Details

3. Staff Contact Details

Position Name Email Location Phone Consultation Times
Course CoordinatorCraig Tapper
+61 414 616 012

The role of your Class Facilitator is to support and enhance the learning process by encouraging interaction among participants, providing direction in understanding the course content, assessing participant progress through the course and providing feedback on work submitted. Class Facilitators comprise academics and industry practitioners with relevant backgrounds.

4. Learning and Teaching Activities

Approach to Learning and Teaching in the Course

Where does an organisation's success really come from? Any successful manager knows that success and survival requires that the organisation must create a business model where the revenues or funding that it attracts exceed the costs that it incurs in operating. It must also attract and sustain the ongoing support of key stakeholders to make that possible. Ultimately, along with hiring the right people, acquiring and effectively managing financial and non-financial resources and assets, and putting in place effective operational systems, success comes from finding enough investors and customers with whom the organisation can engage in a mutually beneficial exchange of value. This course will guide you through the process of creating, communicating and delivering these mutually beneficial exchanges of value.

Learning Activities and Teaching Strategies

Learning resources

You have four major resources to help you learn:

The course materials comprising Units 1 to 10 and the Course Outline and Assessment Details. You will do much of your learning outside the classroom by working through the learning materials, and by completing the exercises and activities as they arise.

The class sessions with your Class Facilitator. The Class Facilitator's job is to facilitate your learning by conducting class discussion, answering questions that might arise after you have done the week's work, providing insights from their own practical experience and understanding of theory, providing you with feedback on your assessments, and directing traffic in the inevitable discussions and debates that will occur between you and your co-participants in the classroom.

Your co-participants. Your colleagues in the classroom are an invaluable potential source of learning for you. Their work and life, and industries and their willingness to question and argue with the course materials, the Class Facilitator and your own views, represent a great learning opportunity. MBAX participants bring much valuable insight to the learning experience. You can use this MBAX course to take a major step in broadening your appreciation of marketing.

In addition to course-based resources, please also refer to the AGSM Learning Toolkit (available in Moodle) for tutorials and guides that will help you learn more about effective study practices and techniques.

Course Structure

Unit 1: What everyone needs to know about marketing: provides context and a foundation for our studies in marketing principles. You are introduced to the key tools of the marketing mix as used by marketers to form and implement effective strategy in sometimes turbulent and often competitive environments. You are also introduced to the critical importance of knowing the business you are in and the importance of marketing being driven by ethical and sustainable behaviours.

Unit 2: Understanding the marketing environment: considers the impact of the various elements of the marketing environment on the operations of the organisation and how important having an accurate profile of the external and internal environment is to successful marketing strategy. You learn how to build marketing strategy based on knowledge of the interactions of forces in that environment profile.

Unit 3, Market segmentation, targeting and positioning: details the critical tasks for marketing effectively, examines different segmentation and positioning strategies, how to make informed decisions about which segments the organisation is well positioned to target, and the relationship of these three tasks to each other as the necessary precursor to the development and execution of effective marketing strategy and tactics.

Unit 4: Understanding buying behaviour - business, government and consumer: develops our understanding of how different types of customers in business to business (B2B), business to government (B2G) and business to consumer (B2C) markets arrive at their purchasing decisions. We examine the variables influencing customer behaviours, the elements of their purchase-decision journeys and what 'jobs' the customers are getting done through these journeys. Only when this is properly understood can we begin developing a meaningful value proposition for those customers.

Unit 5: The marketing mix - product and pricing strategies: introduces us to the concept of the marketing mix. It examines tactics for developing and managing the tangible goods and service elements of the product and how value is understood and priced, and how these elements must be compatible with each other and support the broader value proposition.

Unit 6: The marketing mix - distribution and communication strategies: focuses our attention on how to develop effectiuve tactics for the remining key elements of the marketing mix. We will understand how decisions about distribution channels (place) optimise the contacts and value exchanges that we have with targeted segments, and how integrated marketing communications (promotion) are required to effectively communicate value to them.

Unit 7: Building stronger brand: leverages from our earlier studies of marketing strategy development and segmentation, targeting and positioning (STP) to understand how value is communicated and captured via brands. We look closely at how value is created, captured, nurtured and protected through brand equity.

Unit 8: Satisfaction and loyalty - co-creating and sustaining value: looks more deeply into what drives the evaluation and appreciation of satisfaction by customers. We also consider the potential for satisfaction, loyalty and advocacy to create strategic advantage and the opportunities to transition from transactional relationships to long-term value exchanges and optimise customer lifetime value.

Unit 9: Digital marketing: discusses the rapid and widespread adoption of marketing in digital channels and on digital platforms. From the early appreciations of e-marketing to contemporary uses of social-media marketing, digitisation has created access to marketing insights and new channels of communication and delivery for organisations of all sizes and has reduced marketing barriers to entry, enabling effective value co-creation from almost anywhere and at almost any time by almost any organisation. 

Unit 10: Bringing it all together in the marketing plan: provides a framework for bringing the disparate elements of marketing analysis and strategy together into a marketing plan to enable effective marketing in any organisation. All the strategies, concepts and methods learned in this course are contextualised - environment analysis, strategy development, marketing mix tactics, implementation methods and paths and monitoring recommendations. Different scenario examples are also appraised.

6. Course Resources

Learning resources

You have four major resources to help you learn:

  1. The course materials, comprising the weekly study units with readings, references, insights and audio-visual commentary. You will do much of your learning outside the classroom by working through the course materials, and by completing the exercises as they arise.
  2. Your online or face-to-face classes with your Facilitator. The Facilitator's job is to guide your learning by conducting class discussion, answering questions that might arise after you have done the week's work, providing insights from his or her practical experience and understanding of theory, providing you with feedback on your assessments, and directing discussions and debates that will occur between you and your co-participants in the classroom.
  3. Your co-participants. Your colleagues in the classroom are an invaluable potential source of learning for you. Their work and life, and their willingness to question and critique the course materials, the facilitator and your views, represent a great learning opportunity. They bring much valuable insight to the learning experience.
  4. In addition to course-based resources, please also refer to the AGSM Learning Toolkit (available in Moodle) for tutorials and guides that will help you learn more about effective study practices and techniques.

Textbook - strongly recommended

  • Armstrong, G, Adam, S, Denize, S, Volkov, M & Kotler, P 2017, Principles of Marketing, 7th edn, Pearson, Sydney.

Whilst it is absolutely not required that you have access to this textbook, if you have no former academic study or practical experience in marketing, then this text may help you explore each week's course materials more deeply and maximise the benefit available to you from this course. If you do have a foundation of academic study or practical experience in marketing, then the course materials will be sufficient to support your learning each week. If you're uncertain as to whether you should have this text, please feel welcome to discuss this with your Class Facilitator or Course Coordinator.

An e-text of this textbook is available for purchase from the publisher. Additional electronic resources supporting the text are referenced in the textbook as 'MyMarketingLab'. Note that these resources are not referenced in the course materials, and serve as non-assessable optional learning materials. Their purchase is not required for successful completion of this course.

Other resources

BusinessThink is UNSW's free online business publication. It is a platform for business research, analysis and opinion. If you would like to subscribe to BusinessThink, and receive the free monthly e-newsletter with the latest in research, opinion and business then go to Link.

7. Course Evaluation & Development

Continual Course Improvement

AGSM courses are revised each time they run, with updated course outlines and assessment tasks developed. Changes relating to any industry developments will also be included.

Additionally, the AGSM surveys students each time a course is offered. The data collected provides anonymous feedback from students on the quality of course content and materials, class facilitation, student support services and the program in general. This student feedback is considered during all course revisions.

Student Response

The most recently available feedback relates to 2020 Term 2.  The majority of feedback was positive, however a number of issues were identified where opportunity to improve the course was raised by students - specifically:

1) Because of COVID-19, the shut-downs necessitated in response, a number of student were obliged to participate in WEB and online classes rather than their preferred face-to-face class format.

2) There was some general concern about the volume of regular/weekly activity required to score well in participation. 

3) There were also concerns that some of the word limits set for assessments 2 (done in teams) & 3 (the take-home exam) in particular made it hard to fully illustrate understanding and application. 

Response to Student Feedback

In response to the feedback, the expectations for online participation (frequency and volume) have been adjusted to reduce the demands on students and to enable them to achieve stronger marks with less demands on their time.

The word limits for Assessments 2 & 3 have been extended to provide more spece for students to demonstrate their understanding.

In addition, the series of optional webinars across the term will be increased to allow for more personal interaction and create more opportunity akin to attending a face-to-face class. These will remain optional and will be recorded so that they are accessible to all students.

Whilst the need to respond to the uncertainties created by the COVID-19 crisis don't allow any guarantees - classes are once again being scheduled in face-to-face format and regular synchronous weekly online video classes are also being trialled in Term 1 to respond to students and allow as much flexibility as possible in how they prefer to learn.  

8. Course Schedule

Week Activity Topic Detail/Engagement Assessment Task
Week 1 Weekly participation beginsUnit 1 What everyone needs to know about marketing
Assessment 4 : Participation
Week 2 -Unit 2 Understanding the marketing environment
Assessment 4 : Participation
Week 3 Assessment 1 briefing webinarUnit 3 Market segmentation, targeting and positioning: the critical tasks for marketing effectively
Assessment 4 : Participation
Week 4 -Unit 4 Understanding buying behaviour: business, government and consumer
Assessment 4 : Participation
Week 5 Assessment 2 briefing webinarUnit 5 The marketing mix: product and pricing strategies
Assessment 4 : Participation
Week 6 -Unit 6 The marketing mix: distribution and communication strategies
Assessment 4 : Participation
Week 7 Assessment 1 dueUnit 7 Building stronger brand

Assessment 1 is due on Wednesday 31 March 2021 (Week 7) by 3pm Sydney time

Assessment 1 : Organisation and environmental analysis (individual or pairs)
Assessment 4 : Participation
Week 8 -Unit 8 Satisfaction and loyalty: co-creating and sustaining value
Assessment 4 : Participation
Week 9 -Unit 9 Digital marketing
Assessment 4 : Participation
Week 10 Formal weekly participation endsUnit 10 Bringing it all together in the marketing plan

Case Study for Assessment 3 will be made available

Assessment 4 : Participation
Week 11 Work on Assessments 2 and 3 Assessment 2 due-

Assessment 2 is due on Wednesday 28 April 2021 (Week 11) by 3pm Sydney time

Assessment 3 available for download

Assessment 3 : Final major assessment
Assessment 2 : Marketing strategy development
Week 12 Assessment 3 due-

Assessment 3 is due on Monday 3 May 2021 (Week 12) by 3pm Sydney time

Assessment 3 : Final major assessment

9. Policies and Support

Information about UNSW Business School protocols, University policies, student responsibilities and education quality and support.

Program Learning Outcomes

The Business School places knowledge and capabilities at the core of its curriculum via seven Program Learning Outcomes (PLOs). These PLOs are systematically embedded and developed across the duration of all coursework programs in the Business School.

PLOs embody the knowledge, skills and capabilities that are taught, practised and assessed within each Business School program. They articulate what you should know and be able to do upon successful completion of your degree.

Upon graduation, you should have a high level of specialised business knowledge and capacity for responsible business thinking, underpinned by ethical professional practice. You should be able to harness, manage and communicate business information effectively and work collaboratively with others. You should be an experienced problem-solver and critical thinker, with a global perspective, cultural competence and the potential for innovative leadership.

All UNSW programs and courses are designed to assess the attainment of program and/or course level learning outcomes, as required by the UNSW Assessment Design Procedure. It is important that you become familiar with the Business School PLOs, as they constitute the framework which informs and shapes the components and assessments of the courses within your program of study.

PLO 1: Business knowledge

Students will make informed and effective selection and application of knowledge in a discipline or profession, in the contexts of local and global business.

PLO 2: Problem solving

Students will define and address business problems, and propose effective evidence-based solutions, through the application of rigorous analysis and critical thinking.

PLO 3: Business communication

Students will harness, manage and communicate business information effectively using multiple forms of communication across different channels.

PLO 4: Teamwork

Students will interact and collaborate effectively with others to achieve a common business purpose or fulfil a common business project, and reflect critically on the process and the outcomes.

PLO 5: Responsible business practice

Students will develop and be committed to responsible business thinking and approaches, which are underpinned by ethical professional practice and sustainability considerations.

PLO 6: Global and cultural competence

Students will be aware of business systems in the wider world and actively committed to recognise and respect the cultural norms, beliefs and values of others, and will apply this knowledge to interact, communicate and work effectively in diverse environments.

PLO 7: Leadership development

Students will develop the capacity to take initiative, encourage forward thinking and bring about innovation, while effectively influencing others to achieve desired results.

These PLOs relate to undergraduate and postgraduate coursework programs.  Separate PLOs for honours and postgraduate research programs are included under 'Related Documents'.

Business School course outlines provide detailed information for students on how the course learning outcomes, learning activities, and assessment/s contribute to the development of Program Learning Outcomes.



UNSW Graduate Capabilities

The Business School PLOs also incorporate UNSW graduate capabilities, a set of generic abilities and skills that all students are expected to achieve by graduation. These capabilities articulate the University’s institutional values, as well as future employer expectations.

UNSW Graduate CapabilitiesBusiness School PLOs
Scholars capable of independent and collaborative enquiry, rigorous in their analysis, critique and reflection, and able to innovate by applying their knowledge and skills to the solution of novel as well as routine problems.
  • PLO 1: Business knowledge
  • PLO 2: Problem solving
  • PLO 3: Business communication
  • PLO 4: Teamwork
  • PLO 7: Leadership development

Entrepreneurial leaders capable of initiating and embracing innovation and change, as well as engaging and enabling others to contribute to change
  • PLO 1: Business knowledge
  • PLO 2: Problem solving
  • PLO 3: Business communication
  • PLO 4: Teamwork
  • PLO 6: Global and cultural competence
  • PLO 7: Leadership development

Professionals capable of ethical, self-directed practice and independent lifelong learning
  • PLO 1: Business knowledge
  • PLO 2: Problem solving
  • PLO 3: Business communication
  • PLO 5: Responsible business practice

Global citizens who are culturally adept and capable of respecting diversity and acting in a socially just and responsible way.
  • PLO 1: Business knowledge
  • PLO 2: Problem solving
  • PLO 3: Business communication
  • PLO 4: Teamwork
  • PLO 5: Responsible business practice
  • PLO 6: Global and cultural competence

While our programs are designed to provide coverage of all PLOs and graduate capabilities, they also provide you with a great deal of choice and flexibility.  The Business School strongly advises you to choose a range of courses that assist your development against the seven PLOs and four graduate capabilities, and to keep a record of your achievements as part of your portfolio. You can use a portfolio as evidence in employment applications as well as a reference for work or further study. For support with selecting your courses contact the UNSW Business School Student Centre.

Academic Integrity and Plagiarism

Academic Integrity is honest and responsible scholarship. This form of ethical scholarship is highly valued at UNSW. Terms like Academic Integrity, misconduct, referencing, conventions, plagiarism, academic practices, citations and evidence based learning are all considered basic concepts that successful university students understand. Learning how to communicate original ideas, refer sources, work independently, and report results accurately and honestly are skills that you will be able to carry beyond your studies.

The definition of academic misconduct is broad. It covers practices such as cheating, copying and using another person’s work without appropriate acknowledgement. Incidents of academic misconduct may have serious consequences for students.


UNSW regards plagiarism as a form of academic misconduct. UNSW has very strict rules regarding plagiarism. Plagiarism at UNSW is using the words or ideas of others and passing them off as your own. All Schools in the Business School have a Student Ethics Officer who will investigate incidents of plagiarism and may result in a student’s name being placed on the Plagiarism and Student Misconduct Registers.

Below are examples of plagiarism including self-plagiarism:

Copying: Using the same or very similar words to the original text or idea without acknowledging the source or using quotation marks. This includes copying materials, ideas or concepts from a book, article, report or other written document, presentation, composition, artwork, design, drawing, circuitry, computer program or software, website, internet, other electronic resource, or another person's assignment, without appropriate acknowledgement of authorship.

Inappropriate Paraphrasing: Changing a few words and phrases while mostly retaining the original structure and/or progression of ideas of the original, and information without acknowledgement. This also applies in presentations where someone paraphrases another’s ideas or words without credit and to piecing together quotes and paraphrases into a new whole, without appropriate referencing.

Collusion: Presenting work as independent work when it has been produced in whole or part in collusion with other people. Collusion includes:

  • Students providing their work to another student before the due date, or for the purpose of them plagiarising at any time
  • Paying another person to perform an academic task and passing it off as your own
  • Stealing or acquiring another person’s academic work and copying it
  • Offering to complete another person’s work or seeking payment for completing academic work

Collusion should not be confused with academic collaboration (i.e., shared contribution towards a group task).

Inappropriate Citation: Citing sources which have not been read, without acknowledging the 'secondary' source from which knowledge of them has been obtained.

Self-Plagiarism: ‘Self-plagiarism’ occurs where an author republishes their own previously written work and presents it as new findings without referencing the earlier work, either in its entirety or partially. Self-plagiarism is also referred to as 'recycling', 'duplication', or 'multiple submissions of research findings' without disclosure. In the student context, self-plagiarism includes re-using parts of, or all of, a body of work that has already been submitted for assessment without proper citation.

To see if you understand plagiarism, do this short quiz:


The University also regards cheating as a form of academic misconduct. Cheating is knowingly submitting the work of others as their own and includes contract cheating (work produced by an external agent or third party that is submitted under the pretences of being a student’s original piece of work). Cheating is not acceptable at UNSW.

If you need to revise or clarify any terms associated with academic integrity you should explore the 'Working with Academic Integrity' self-paced lessons available at:

For UNSW policies, penalties, and information to help you avoid plagiarism see: as well as the guidelines in the online ELISE tutorials for all new UNSW students: For information on student conduct see:

For information on how to acknowledge your sources and reference correctly, see: If you are unsure what referencing style to use in this course, you should ask the lecturer in charge.

Student Responsibilities and Conduct

​Students are expected to be familiar with and adhere to university policies in relation to class attendance and general conduct and behaviour, including maintaining a safe, respectful environment; and to understand their obligations in relation to workload, assessment and keeping informed.

Information and policies on these topics can be found on the 'Managing your Program' website.


It is expected that you will spend at least ten to twelve hours per week studying for a course except for Summer Term courses which have a minimum weekly workload of twenty to twenty four hours. This time should be made up of reading, research, working on exercises and problems, online activities and attending classes. In periods where you need to complete assignments or prepare for examinations, the workload may be greater. Over-commitment has been a cause of failure for many students. You should take the required workload into account when planning how to balance study with employment and other activities.

We strongly encourage you to connect with your Moodle course websites in the first week of semester. Local and international research indicates that students who engage early and often with their course website are more likely to pass their course.

View more information on expected workload


Your regular and punctual attendance at lectures and seminars or in online learning activities is expected in this course. The Business School reserves the right to refuse final assessment to those students who attend less than 80% of scheduled classes where attendance and participation is required as part of the learning process (e.g., tutorials, flipped classroom sessions, seminars, labs, etc.).

View more information on attendance

General Conduct and Behaviour

You are expected to conduct yourself with consideration and respect for the needs of your fellow students and teaching staff. Conduct which unduly disrupts or interferes with a class, such as ringing or talking on mobile phones, is not acceptable and students may be asked to leave the class.

View more information on student conduct

Health and Safety

UNSW Policy requires each person to work safely and responsibly, in order to avoid personal injury and to protect the safety of others.

View more information on Health and Safety

Keeping Informed

You should take note of all announcements made in lectures, tutorials or on the course web site. From time to time, the University will send important announcements to your university e-mail address without providing you with a paper copy. You will be deemed to have received this information. It is also your responsibility to keep the University informed of all changes to your contact details.

Student Support and Resources

​The University and the Business School provide a wide range of support services and resources for students, including:

Business School EQS Consultation Program
The Consultation Program offers academic writing, literacy and numeracy consultations, study skills, exam preparation for Business students. Services include workshops, online resources, individual and group consultations. 
Level 1, Room 1035, Quadrangle Building.
02 9385 4508

Communication Resources
The Business School Communication and Academic Support programs provide online modules, communication workshops and additional online resources to assist you in developing your academic writing.

Business School Student Centre
The Business School Student Centre provides advice and direction on all aspects of admission, enrolment and graduation.
Level 1, Room 1028 in the Quadrangle Building
02 9385 3189

UNSW Learning & Careers Hub
The UNSW Learning & Careers Hub provides academic skills and careers support services—including workshops, individual consultations and a range of online resources—for all UNSW students. See their website for details.
Lower Ground Floor, North Wing Chancellery Building.
02 9385 2060

Student Support Advisors
Student Support Advisors work with all students to promote the development of skills needed to succeed at university, whilst also providing personal support throughout the process.
John Goodsell Building, Ground Floor.
02 9385 4734

International Student Support
The International Student Experience Unit (ISEU) is the first point of contact for international students. ISEU staff are always here to help with personalised advice and information about all aspects of university life and life in Australia.
Advisors can support you with your student visa, health and wellbeing, making friends, accommodation and academic performance.
02 9385 4734

Equitable Learning Services
Equitable Learning Services (formerly Disability Support Services) is a free and confidential service that provides practical support to ensure that your health condition doesn't adversely affect your studies. Register with the service to receive educational adjustments.
Ground Floor, John Goodsell Building.
02 9385 4734

UNSW Counselling and Psychological Services
Provides support and services if you need help with your personal life, getting your academic life back on track or just want to know how to stay safe, including free, confidential counselling.
Level 2, East Wing, Quadrangle Building.
02 9385 5418

Library services and facilities for students
The UNSW Library offers a range of collections, services and facilities both on-campus and online.
Main Library, F21.
02 9385 2650

Moodle eLearning Support
Moodle is the University’s learning management system. You should ensure that you log into Moodle regularly.
02 9385 3331

UNSW IT provides support and services for students such as password access, email services, wireless services and technical support.
UNSW Library Annexe (Ground floor).
02 9385 1333