General Information
This subject focuses on providing students with an understanding of the principles of marketing and marketing management. It is designed to develop analytical and decision making skills in marketing. Students will learn the marketing concept and be introduced to frameworks with which to analyse: product markets; marketing tools and strategies such as segmentation, differentiation and targeting; and positioning tactics using the marketing mix (product, price, promotion and distribution channels). Once you develop “marketing mind,” your way of viewing the world, thinking, and interacting with people will change, and that is what I intend to achieve through this subject. At the end of this subject, you will find yourself at the start line for entering the chaotic business world.
-
Details
Academic unit: Bond Business School Subject code: GMBA71-206 Subject title: Marketing Management Subject level: Postgraduate Semester/Year: September 2026 Credit points: 10.000 -
Delivery & attendance
Timetable: https://bond.edu.au/timetable Delivery mode: Online Workload items: - Directed Online Activity: x12 (Total hours: 48) - Webinar
- Personal Study Hours: x12 (Total hours: 72) - Recommended time for study and review of materials
Attendance and learning activities: Attendance at all class sessions is expected. Students are expected to notify the instructor of any absences with as much advance notice as possible. NOTE: BBS uses a self and peer-evaluation system to support students engaged in group-based assessments. Students are expected to provide this feedback in a timely fashion as part of their assessment. The information gathered is used by the educator as partial evidence of equitable contributions by all group members and helps to determine individual marks for group assessments. -
Resources
Prescribed resources: Others
- Please check this subject's textbook with BBT University on the BBT University Air Campus..
iLearn@Bond & Email: iLearn@Bond is the Learning Management System at Bond University and is used to provide access to subject materials, class recordings and detailed subject information regarding the subject curriculum, assessment, and timing. Both iLearn and the Student Email facility are used to provide important subject notifications.
Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student.
To access these services, log on to the Student Portal from the Bond University website as www.bond.edu.au
Class recordings: The majority of this subject's classes will not be recorded due to one of the reasons outlined in the Recording policy.
Students are encouraged to attend all sessions as these recordings will not be available for revision purposes.
For further information please contact the subject coordinator.
| Academic unit: | Bond Business School |
|---|---|
| Subject code: | GMBA71-206 |
| Subject title: | Marketing Management |
| Subject level: | Postgraduate |
| Semester/Year: | September 2026 |
| Credit points: | 10.000 |
| Timetable: | https://bond.edu.au/timetable |
|---|---|
| Delivery mode: | Online |
| Workload items: |
|
| Attendance and learning activities: | Attendance at all class sessions is expected. Students are expected to notify the instructor of any absences with as much advance notice as possible. NOTE: BBS uses a self and peer-evaluation system to support students engaged in group-based assessments. Students are expected to provide this feedback in a timely fashion as part of their assessment. The information gathered is used by the educator as partial evidence of equitable contributions by all group members and helps to determine individual marks for group assessments. |
| Prescribed resources: | Others
|
|---|---|
| iLearn@Bond & Email: | iLearn@Bond is the Learning Management System at Bond University and is used to provide access to subject materials, class recordings and detailed subject information regarding the subject curriculum, assessment, and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student. To access these services, log on to the Student Portal from the Bond University website as www.bond.edu.au |
| Class recordings: | The majority of this subject's classes will not be recorded due to one of the reasons outlined in the Recording policy. Students are encouraged to attend all sessions as these recordings will not be available for revision purposes. For further information please contact the subject coordinator. |
Enrolment requirements
| Requisites: |
Nil |
|---|---|
| Assumed knowledge: |
Assumed knowledge is the minimum level of knowledge of a subject area that students are assumed to have acquired through previous study. It is the responsibility of students to ensure they meet the assumed knowledge expectations of the subject. Students who do not possess this prior knowledge are strongly recommended against enrolling and do so at their own risk. No concessions will be made for students’ lack of prior knowledge.
|
| Restrictions: |
Must be admitted into a BBT/MBA Program |
Assurance of learning
Assurance of Learning means that universities take responsibility for creating, monitoring and updating curriculum, teaching and assessment so that students graduate with the knowledge, skills and attributes they need for employability and/or further study.
At Bond University, we carefully develop subject and program outcomes to ensure that student learning in each subject contributes to the whole student experience. Students are encouraged to carefully read and consider subject and program outcomes as combined elements.
Program Learning Outcomes (PLOs)
Program Learning Outcomes provide a broad and measurable set of standards that incorporate a range of knowledge and skills that will be achieved on completion of the program. If you are undertaking this subject as part of a degree program, you should refer to the relevant degree program outcomes and graduate attributes as they relate to this subject.
Subject Learning Outcomes (SLOs)
On successful completion of this subject the learner will be able to:
- Evaluate and create a basic marketing plan
- Demonstrate an ability to apply the appropriate language and vocabulary of marketing to the successful and ethical running of an enterprise
- Utilize the Web and other resources to conduct basic marketing research for both domestic and international environments.
- Demonstrate, through written assignments and class discussion, an understanding of the relationship between marketing concepts and larger business and social contexts in global market.
Generative Artificial Intelligence in Assessment
The University acknowledges that Generative Artificial Intelligence (Gen-AI) tools are an important facet of contemporary life. Their use in assessment is considered in line with students’ development of the skills and knowledge which demonstrate learning outcomes and underpin study and career success. Instructions on the use of Gen-AI are given for each assessment task; it is your responsibility to adhere to these instructions.
-
Assessment details
Type Task % Timing* Outcomes assessed AI category Project§ Group project 20.00% Week 11 1, 2, 3, 4 Student Engagement Weekly Discussion 35.00% Weekly 1, 2, 3, 4 Computer-aided Test (Open) Online quiz 1 Week 3 Online quiz 2 Week 6 Online quiz 3 Week 9 15.00% Weekly 1, 2, 3, 4 Computer-Aided Examination (Open) Comprehensive Examination 30.00% Non-Standard Examination Period 1, 2, 3, 4 - § Indicates group/teamwork-based assessment
- * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
- C = Students must reach a level of competency to successfully complete this assessment.
AI Categories
Ai Prohibited: Learning to develop AI-free knowledge and skills.
Ai Supported: Learning with the help of AI as directed.
Ai Focussed: Learning AI expertise and mastery as directed.
Refer to the assessment task sheet for specific AI instructions and review the Bond University Gen-AI Guide.
-
Assessment criteria
Assessment criteria
High Distinction 85-100 Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking. Distinction 75-84 Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas. Credit 65-74 Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above. Pass 50-64 Usually awarded to students whose performance meets the requirements set for work provided for assessment. Fail 0-49 Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines. Quality assurance
For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
| Type | Task | % | Timing* | Outcomes assessed | AI category |
|---|---|---|---|---|---|
| Project§ | Group project | 20.00% | Week 11 | 1, 2, 3, 4 | |
| Student Engagement | Weekly Discussion | 35.00% | Weekly | 1, 2, 3, 4 | |
| Computer-aided Test (Open) | Online quiz 1 Week 3 Online quiz 2 Week 6 Online quiz 3 Week 9 | 15.00% | Weekly | 1, 2, 3, 4 | |
| Computer-Aided Examination (Open) | Comprehensive Examination | 30.00% | Non-Standard Examination Period | 1, 2, 3, 4 |
- § Indicates group/teamwork-based assessment
- * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
- C = Students must reach a level of competency to successfully complete this assessment.
AI Categories
Ai Prohibited: Learning to develop AI-free knowledge and skills.
Ai Supported: Learning with the help of AI as directed.
Ai Focussed: Learning AI expertise and mastery as directed.
Refer to the assessment task sheet for specific AI instructions and review the Bond University Gen-AI Guide.
Assessment criteria
| High Distinction | 85-100 | Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking. |
|---|---|---|
| Distinction | 75-84 | Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas. |
| Credit | 65-74 | Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above. |
| Pass | 50-64 | Usually awarded to students whose performance meets the requirements set for work provided for assessment. |
| Fail | 0-49 | Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines. |
Quality assurance
For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
Study Information
Submission procedures
Students must check the iLearn@Bond subject site for detailed assessment information and submission procedures.
Policy on late submission and extensions
A late penalty will be applied to all overdue assessment tasks unless the Lead Educator grants an extension. The standard penalty will be 10% of marks awarded to that assessment per day late with no assessment to be accepted seven days after the due date. Where a student is granted an extension, the penalty of 10% per day late starts from the new due date.
Academic Integrity
Bond University‘s Student Code of Conduct Policy , Student Charter, Academic Integrity Policy and our Graduate Attributes guide expectations regarding student behaviour, their rights and responsibilities. Information on these topics can be found on our Academic Integrity webpage recognising that academic integrity involves demonstrating the principles of integrity (honesty, fairness, trust, professionalism, courage, responsibility, and respect) in words and actions across all aspects of academic endeavour.
Staff are required to report suspected misconduct. This includes all types of plagiarism, cheating, collusion, fabrication or falsification of data/content or other misconduct relating to assessment such as the falsification of medical certificates for assessment extensions. The longer term personal, social and financial consequences of misconduct can be severe, so please ask for help if you are unsure.
If your work is subject to an inquiry, you will be given an opportunity to respond and appropriate support will be provided. Academic work under inquiry will not be marked until the process has concluded. Penalties for misconduct include a warning, reduced grade, a requirement to repeat the assessment, suspension or expulsion from the University.
Feedback on assessment
Feedback on assessment will be provided to students according to the requirements of the Assessment Procedure Schedule A - Assessment Communication Procedure.
Whilst in most cases feedback should be provided within two weeks of the assessment submission due date, the Procedure should be checked if the assessment is linked to others or if the subject is a non-standard (e.g., intensive) subject.
Accessibility and Inclusion Support
Support is available to students where a physical, mental or neurological condition exists that would impact the student’s capacity to complete studies, exams or assessment tasks. For effective support, special requirement needs should be arranged with the University in advance of or at the start of each semester, or, for acute conditions, as soon as practicable after the condition arises. Reasonable adjustments are not guaranteed where applications are submitted late in the semester (for example, when lodged just prior to critical assessment and examination dates).
As outlined in the Accessibility and Inclusion Policy, to qualify for support, students must meet certain criteria. Students are also required to meet with the Accessibility and Inclusion Advisor who will ensure that reasonable adjustments are afforded to qualifying students.
For more information and to apply online, visit BondAbility.
Additional subject information
As part of the requirements for Business School quality accreditation, the Bond Business School employs an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
Subject curriculum
-
Marketing Overview
To define the role of marketing, understand the elements of the marketing mix, how marketers create value. Understand why marketing is important for the firm and its stakeholders.
-
Corporate Strategy
To define corporate strategy and emphasise the importance of documented plans for organisational alignment. Analyse the roles of mission and vision statements in defining business boundaries and unique value propositions. Examine market structures such as the "Rule of Three" and explore diverse niche strategies for smaller firms. To contrast generic strategies of low-cost leadership and differentiation, and evaluate the strategic trade-offs between first-mover advantages and late-mover models.
-
Segmentation, Targeting and Positioning Strategy
To understand the significance of segmentation, targeting, and positioning processes for organisations. Outline the different methods of segmenting a market and how firms determine whether a segment is attractive and therefore worth pursuing.
-
Consumer Behaviour
To articulate the steps in the consumer buying process and the difference between functional (rational) and psychological (emotional) needs. Describe factors that affect purchase decision-making and discuss post-purchase outcomes.
-
Planning of Product Strategies and Product Strategy
To describe the five levels of products, identify different types of consumer products and to explain the difference between product mix and a product line. What is the difference between brand extension and line/mix extension? To describe how the marketing of services differs from the marketing of goods. To discuss the characteristics of service. To examine the dimensions of service quality.
-
New Product Development PLC: Product Life Cycle
To define the various categories of new products, from discontinuous innovations to line extensions. Outline the multi-stage new product development process, including concept testing and test marketing. To analyse the diffusion of innovations and explore strategies to overcome the chasm. Examine the four stages of the Product Life Cycle (PLC) and identify appropriate marketing mix strategies for each stage from introduction to decline.
-
Brand Strategy
To define a brand. Identify the advantages that brands provide firms and consumers. Explain the various components of brand equity. To discuss various types of branding strategies used by firms.
-
Pricing Strategy
To list pricing orientations. Explain the price elasticity of demand. Describe how to calculate a product’s break-even point. Describe various pricing tactics. To explain the difference between a market penetration pricing strategy and a price skimming pricing strategy.
-
Distribution/Placement Strategy
To define distribution channels as the strategic management of goods, capital, and information flows. Classify intermediaries into merchants, agents, and facilitators, and explain how they overcome discrepancies in quantity, assortment, time, and location. To analyse channel conflict at both horizontal and vertical levels. Evaluate the strategic advantages and risks of vertical integration, including forward and backward integration, while addressing operational challenges in logistics management.
-
Retailing
To define retailing and understand how retailers create value for consumers through customer services, assortments, and convenience. Examine the impact of e-commerce growth on traditional brick-and-mortar stores. To differentiate between various retail formats, including department stores, specialty stores, and franchises. Explore the retailing mix and the critical role of "shopatainment" and experiential presentations in the modern retail industry.
-
Promotion Strategy
Identify the components of the communication process. Explain the four steps in the AIDA model. Discuss benefits of integrated marketing communications (IMC). Describe the steps in designing and executing an advertising campaign. Describe the different ways that advertisers appeal to consumers. To describe the elements of a public relations toolkit.
-
Global Marketing
To define global marketing and understand its strategic importance. To analyse the core dilemma between standardisation and localisation (adaptation) in international markets. Identify the key drivers and organisational motivations for global expansion. To examine the macro-environmental factors using frameworks such as PEST analysis to evaluate international market opportunities.