Part A: Course Overview

Course Title: Value-driven Marketing

Credit Points: 12.00

Terms

Course Code	Campus	Career	School	Learning Mode	Teaching Period(s)
MKTG1511	City Campus	Undergraduate	625H Economics, Finance and Marketing	Face-to-Face	Sem 1 2025

Course Coordinator: Dr Torgeir Aleti

Course Coordinator Phone: +61 3 9925 1325

Course Coordinator Email: torgeir.aleti@rmit.edu.au

Course Coordinator Location: Building 80, Level 10

Course Coordinator Availability: By appointment via email

Pre-requisite Courses and Assumed Knowledge and Capabilities

Assumed Knowledge:

None.

Please note: If you are enrolled in BP343 Bachelor of Business or BP344 Bachelor of Business (Professional Practice) you should enrol in 008953 - Marketing Principles instead of Value-driven Marketing. 

Course Description

Marketing is central to any organisation, including large and small businesses, not-for-profits, government, political and social sectors. Contemporary best-practice marketing stresses the importance of a broad value-driven approach to understanding markets and consumers – digitally as well as physically. However, the broader community often misunderstand marketing as narrowly related to sales tactics and overstated advertising claims. This course introduces marketing as a careful planning process to create value for customers, clients, partners, and society at large.

 

Successful completion of this course contributes to attaining the following Australian Marketing Institute (AMI) Marketers’ professional competencies: 

3. Strategy 

23. Ethics and integrity 

You will also work towards developing the following AMI professional competencies: 

17. Organisational capabilities and governance 

19. Sustainability 

Through lectures, tutorials, and assessment tasks, you will learn about the vital role of marketing in organisations, starting with diagnosing the situation by analysing and understanding the market, crafting a strategic plan of value to stakeholders, and then employing appropriate tactics to deliver the plan to the market. The course explores the role of technology in modern marketing, with a strong focus on value-creation beyond profiteering.

Objectives/Learning Outcomes/Capability Development

-

On successful completion of this course, you will be able to:

CLO 1: Examine the underlying philosophy of the marketing concept, its role as a business function and its relationship with other business functions.

CLO 2: Critically review the value-creation of marketing activities and advocate value propositions that benefit consumers and society at large.

CLO 3: Analyse and forecast the marketing process from understanding the market, developing a strategy, and advocating tactics to achieve organisational objectives.

CLO 4: Develop multiple management skills, including critical thinking, complex problem solving, and oral, written, and video presentation skills to be successful in marketing and business.

Overview of Learning Activities

This course is based on the fundamental principles of active learning. Your learning will be supported through various in-class and online activities comprising problem-solving individually and in teams. Through independent engagement with prescribed readings, sourcing, researching, and analysing specific information, you will conduct presentations, produce written and video-based work, and collaborate with peers on set tasks or projects.

Overview of Learning Resources

Various learning resources are available online through MyRMIT Studies/Canvas. The lecture notes and workshop notes are posted on Canvas.

RMIT Library provides extensive resources, services and study spaces. All RMIT students have access to scholarly resources including course related material, books, e-books, journals and databases.

Contact: Ask the Library for assistance and information on Library resources and services: http://www.rmit.edu.au/library.

Study support is available for assistance with assignment preparation, academic writing, information literacy, referencing, maths and study skills.

Additional resources and/or sources to assist your learning will be identified by your course coordinator and will be made available to you as required during the teaching period.

Overview of Assessment

Assessment Task 1 (20%):

Linked CLOs: 1, 4

Assessment Task 2 (30%): 

Linked CLOs: 1, 2, 4

Assessment Task 3 (50%):

Linked CLOs: 1, 3, 4

Feedback will be provided throughout the semester in class and/or online forums through individual and group feedback on practical exercises and individual consultation.