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GMBA71-206: Marketing Management January 2018 [Online]

General information

This course 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 course. At the end of this course, you will find yourself at the start line for entering the chaotic business world.

Changes due to Commonwealth Games: The University has marginally altered the timetable for the January semester of 2018 (181) to ensure that students have the opportunity to engage with the Commonwealth Games to be held in April 2018. The modified timetable has been designed to not impact on overall subject or program learning outcomes. Some subjects may be delivered in a slightly modified mode to accommodate the change. Specific arrangements will be included on the iLearn site for each subject. All changes to the class schedule have the full approval of University and Academic Unit administration and will not adversely affect student learning or assessment.


Academic unit:Bond Business School
Subject code:GMBA71-206
Subject title:Marketing Management
Subject level:Postgraduate
Semester/Year:January 2018
Credit points:10

Delivery & attendance

Delivery mode:


Workload items:
  • Webinar: x6 (Total hours: 12) - Webinar 1
  • Webinar: x6 (Total hours: 12) - Webinar 2
  • Personal Study Hours: x6 (Total hours: 36) - Recommended study time & reviewing materials
Attendance and learning activities: BBT Online - 15 Jan - 8 Apr 2018 Exam 1 14 April 2018 or Exam 2 15 April 2018


Prescribed resources:
  • Philip Kotler and Kevin Lane Keller (2014). Kotler & Keller no Marketing Management. 12th edition, Publisher Maruzen Publishing Co. Ltd Jan 18, 2020 12:00:00 AM
  • Philip T. Kotler and Kevin Lane Keller (2011). Marketing Management. 14th, Prentice Hall Jan 18, 2020 12:00:00 AM
  • BBT Japan (2018). .. [AirCampus]
[email protected] & Email:[email protected] is the online learning environment at Bond University and is used to provide access to subject materials, lecture 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

Enrolment requirements

Requisites: ?

Pre-requisites: ?

  • BN-13028 Bond University - BBT Global Leadership MBA OR BN-13124 Bond University - BBT Global Leadership MBA

Co-requisites: ?

There are no co-requisites.

Restrictions: ? This subject is not available to
  • Study Abroad Students
  • Students on US Financial Aid
  • Students on a Student Visa who have already completed one third (33%) of their total program online.

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

Anti-requisites: ?

  • MKTG71-500 Marketing Management

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.

Find your program

Subject Learning Outcomes (SLOs)

On successful completion of this subject the learner will be able to:
  1. Evaluate and create a basic marketing plan
  2. Demonstrate an ability to apply the appropriate language and vocabulary of marketing to the successful and ethical running of an enterprise
  3. Utilize the Web and other resources to conduct basic marketing research for both domestic and international environments.
  4. Demonstrate, through written assignments and class discussion, an understanding of the relationship between marketing concepts and larger business and social contexts in global market.


Assessment details

TypeTask%Timing*Outcomes assessed
Online Quiz Online quiz 1-3 10% Progressive 1, 2, 3, 4.
Class Participation Activities Weekly Discussion 25% Weekly 1, 2, 3, 4.
Project Group project - due 1/4/2018 25% Week 13 1, 2, 3, 4.
Paper-based Examination (Open) exam 1 - 14 April Or exam 2 - 15 April 40% Non-Standard Examination Period 1, 2, 3, 4.
  • * 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.

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 [email protected] 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 an extension is granted by the subject coordinator. 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.

Policy on plagiarism

University’s Academic Integrity Policy defines plagiarism as the act of misrepresenting as one’s own original work: another’s ideas, interpretations, words, or creative works; and/or one’s own previous ideas, interpretations, words, or creative work without acknowledging that it was used previously (i.e., self-plagiarism). The University considers the act of plagiarising to be a breach of the Student Conduct Code and, therefore, subject to the Discipline Regulations which provide for a range of penalties including the reduction of marks or grades, fines and suspension from the University.

Bond University utilises Originality Reporting software to inform academic integrity.

Feedback on assessment

Feedback on assessment will be provided to students within two weeks of the assessment submission due date, as per the Assessment Policy.

Disability support

If you have a disability, illness, injury or health condition that impacts your capacity to complete studies, exams or assessment tasks, it is important you let us know your special requirements, early in the semester. Students will need to make an application for support and submit it with recent, comprehensive documentation at an appointment with a Disability Officer. Students with a disability are encouraged to contact the Disability Office at the earliest possible time, to meet staff and learn about the services available to meet your specific needs. Please note that late notification or failure to disclose your disability can be to your disadvantage as the University cannot guarantee support under such circumstances.

Additional subject information

See AirCampus for a list of Prescribed Resources and Additional Resources. Students need to attend the discussion on AirCampus at least once a week. Students do not meet the attendance requirements are not allowed to take the final examination.

Subject curriculum

To define the role of marketing • To understand the elements of the marketing mix. • To describe how marketers create value for customers and the society at large. • To understand why marketing is important for the firm and its stakeholders

• To understand the significance for segmentation, targeting, and positioning processes for organizations • To outline the different methods of segmenting a market. • To describe how firms determine whether a segment is attractive and therefore worth pursuing. • To define positioning, and describe how firms do it. • To discuss how to segment business-to-business markets.

• To articulate the steps in the consumer buying process. • To describe the difference between functional (rational) and psychological (emotional) needs. • Describe factors that affect purchase decision-making. • To discuss post-purchase outcomes. • To discuss how involvement influences the consumer decision process.

• To describe the five levels of products. • To identify different types of consumer products. • To explain the difference between product mix and a product line. • To distinguish 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

• To define a brand. • To identify the advantages that brands provide firms and consumers. • To explain the various components of brand equity. • To discuss various types of branding strategies used by firms.

• To list pricing orientations. • To explain the price elasticity of demand. • To describe how to calculate a product’s break-even point. • To describe various pricing tactics. • To explain the difference between a market penetration pricing strategy and a price skimming pricing strategy.

• To define supply chain management. • To recognize the value added by the supply chain. • To list the three levels of distribution intensity. • To describe the various types of retailers. • To describe the components of a retail strategy. • To identify the benefits of bricks-and-mortar stores. • To identify the benefits of multichannel retailing. • To discuss the challenges of multichannel retail

• To identify the components of the communication process. • To explain the four steps in the AIDA model. • To discuss benefits of integrated marketing communications (IMC). • To describe the steps in designing and executing an advertising campaign. • To describe the different ways that advertisers appeal to consumers. • To describe the elements of a public relations toolkit. • To identify the var

Approved on: Nov 14, 2017. Edition: 1.3