GMBA70-111: Values Based Marketing

Description

The course discusses how to integrate values such as creativity, integrity, social responsibility, economic justice, environmental stewardship, and improving the world into the workplace and marketplace. There is evidence that value based marketing can provide a firm with a competitive edge in the global marketplace. Moreover, studies are finding that people are no longer defining success in terms of money and power; they are using terms such as engagement, consciousness and wholeness. In this class, such topics as corporate social responsibility, happiness in the workplace, natural environment, social environment, economic environment, philanthropy, and marketing integrity will be discussed

Subject details

Type: Postgraduate Subject
Code: GMBA70-111
Faculty: Bond Business School
Semesters offered:
  • May - Bond-BBT MBA 2024 [Non-Standard Offering - Bond-BBT]
  • May - Bond-BBT MBA 2025 [Non-Standard Offering]
Credit: 5
Study areas:
  • Business, Commerce, and Entrepreneurship

Learning outcomes

  1. Understand how to integrate values such as integrity, social responsibility, economic sustainability into a firm’s marketing framework
  2. Knowledge of the latest research on subjective well being/happiness and the important role that meaningful work plays in creation of a happy and motivated workforce
  3. See the link between competitive advantage and the value based marketing management

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.

Assumed Prior Learning (or equivalent):

Restrictions: This subject is not available to
  • Study Abroad Students
  • This subject is not available to students on US Financial Aid.
  • Students on a Student Visa may be restricted from enrolment due to the mode of delivery in the chosen semester. Check the subject outline for further details.

Must be admitted into a BBT/MBA Program

This subject is not available as a general elective. To be eligible for enrolment, the subject must be specified in the students’ program structure.

Subject outlines

Subject dates

Non-Standard Offering - Bond-BBT
Enrolment opens: 19/03/2024
Semester start: 13/05/2024
Subject start: 13/05/2024
Last enrolment: 19/05/2024
Teaching census: 09/06/2024
Withdraw - Financial: 10/06/2024
Withdraw - Academic: 15/06/2024
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