MKF5955 Marketing management: Theory and practice
The Complete Study & Assessment Guide · S2 2026MKF5955 Overview
- Monash Business School
- Semester 2, 2026
- Postgraduate coursework
- 6 credit points
- Postgraduate marketing unit
MKF5955 develops marketing management through customer value, stakeholders, strategy, segmentation, positioning, programme design and marketing research, then integrates that reasoning in reflection, an infographic and a team plan. It is taught within Monash Business School. It is Postgraduate coursework. It carries 6 credit points.
- MKF5955 grading Handbook categories: Quiz / Test 15% · Exercise 15% · Written 70%
- MKF5955 task mode Plan around this operating format: Assessment is organised through the current Moodle task sequence; live instructions control quiz operation and submission settings.
- MKF5955 pressure point The main transfer challenge is this: The difficult move is traceability across tasks: journal evidence must support the infographic claim, and the team plan must preserve the same diagnosis, target, programme logic and measurement.
- MKF5955 pass rule Before relying on the total mark, apply this control: Use the live unit site for any component-level pass condition, written-task subweight or later operational update.
How MKF5955 is assessed
| Component | Weight | Format |
|---|---|---|
| Quiz / Test | 15% | Current quiz or test category |
| Exercise | 15% | Handbook category; the current site identifies Perusall exercises within it |
| Written | 70% | Handbook aggregate; the current site lists journals, an infographic and a team plan without a reliable separate weight for every task |
The 2026 Handbook publishes Quiz/Test 15%, Exercise 15% and Written 70%. The current Semester 2 Moodle page identifies reflective journals, an infographic and a team marketing plan, but it does not publish a reliable separate weight for every listed written task; live instructions control that detail.
What MKF5955 covers
The sequence opens at Marketing Orientation and Customer Value, develops its central analytical shift in Value Proposition, Brand and Differentiation, and closes with Reflection, Infographic and Team Marketing Plan.
Marketing Orientation and Customer Value
Marketing Orientation · Customer Value · Exchange · explain how an organisation creates customer value through exchange rather than treating marketing as promotion alone02Stakeholders, Responsibility and Marketing Ethics
Marketing Stakeholder · Social Responsibility · Marketing Ethics · evaluate a marketing choice through affected stakeholders, foreseeable consequences and accountable conduct03Situation Analysis and Marketing Objectives
Situation Analysis · Marketing Objective · Strategic Choice · turn customer, competitor and organisational evidence into an objective and a choice among strategic routes04Segmentation, Targeting and Positioning
Segmentation · Targeting · Positioning · move from heterogeneous customer evidence to a selected target and a credible comparative position05Value Proposition, Brand and Differentiation
Value Proposition · Brand Meaning · Differentiation · develop a value promise whose brand meaning and point of difference are relevant to the selected customer06Marketing Mix and Programme Coherence
Marketing Mix · Programme Coherence · Implementation Control · align product, price, access and communication choices with the same target and value proposition07Marketing Insights and Research Problems
Marketing Insight · Research Problem · Evidence Quality · convert a marketing decision into a research problem and judge whether available evidence can reduce the relevant uncertainty08Research Design, Interpretation and Ethics
Research Design · Data Interpretation · Research Ethics · choose data, sampling and analysis that can answer a marketing question while protecting participants and limiting inference09Reflection, Infographic and Team Marketing Plan
Reflective Journal · Infographic · Team Marketing Plan · turn learning evidence into individual reflection, a clear visual proposal and a coherent team marketing planIt is positioned as Postgraduate marketing unit.
The current learning site exposes three broad topic pages and a connected assessment journey.
Detailed concept explanation is supported by archived lesson decks, while current assessment and operating facts remain controlled by the 2026 Handbook and Semester 2 Moodle pages.
Assessment in MKF5955 uses the three categories published by the 2026 Handbook: Quiz / Test 15%, Exercise 15% and Written 70%.
The operational assessment conditions matter here.
The current Moodle page identifies Perusall exercises, reflective journals, an infographic and a team marketing plan, but it does not publish a reliable separate weight for every listed written task.
Live instructions control those subweights and submission settings.
What makes MKF5955 demanding is concrete: The difficult move is traceability across tasks: journal evidence must support the infographic claim, and the team plan must preserve the same diagnosis, target, programme logic and measurement.
Use the live unit site for any component-level pass condition, written-task subweight or later operational update.
For enrolment planning, Confirm current course-map and enrolment rules in the 2026 Handbook
The sequence opens at Marketing Orientation and Customer Value, develops its central analytical shift in Value Proposition, Brand and Differentiation, and closes with Reflection, Infographic and Team Marketing Plan.
Connect insight to a plan
- 1Restate the decision-linked customer insight.
- 2Compare an app with a simpler booking redesign.
- 2Select the route whose mechanism addresses the evidence.
- 1Specify how the team plan will test and control it.
Key terms
- Marketing Orientation
- An organisational commitment to understand customers and coordinate value creation around that evidence.
- Customer Value
- A customer's situated comparison of expected benefits, sacrifices and available alternatives.
- Exchange
- A reciprocal transfer in which parties offer something they value to obtain another valued outcome.
- Marketing Stakeholder
- A person or group that affects, or is materially affected by, a marketing decision.
- Social Responsibility
- Accountability for the social and environmental consequences connected to organisational choices and influence.
- Marketing Ethics
- Reasoned evaluation of fairness, harm, transparency, autonomy and responsibility in marketing conduct.
- Situation Analysis
- A bounded diagnosis of customers, competitors, context, capabilities and the decision that follows.
- Marketing Objective
- A specified customer or market response that directs action and permits later review.
- Strategic Choice
- A committed route selected after comparing credible alternatives against the same diagnosis.
- Segmentation
- The grouping of customers by meaningful differences that call for distinct marketing responses.
- Targeting
- The reasoned selection of a customer group the organisation can serve credibly and responsibly.
MKF5955 FAQ
Where is the hardest reasoning in Marketing management: Theory and practice?
The difficult move is traceability across tasks: journal evidence must support the infographic claim, and the team plan must preserve the same diagnosis, target, programme logic and measurement.
How does assessment work in Marketing management: Theory and practice?
The 2026 Handbook publishes Quiz / Test 15%, Exercise 15% and Written 70%. The current Moodle task list supplies operating detail without supporting a separate weight for every written task.
What form does the final assessed task take in Marketing management: Theory and practice?
The current Moodle page identifies reflective journals, an infographic and a team marketing plan within the assessment journey. Confirm each written-task subweight and submission setting in the live task instructions.
Which teaching period does this Marketing management: Theory and practice resource cover?
It is aligned to Semester 2, 2026; confirm your enrolled class and timetable in the current institutional system. MKF5955 develops marketing management through customer value, stakeholders, strategy, segmentation, positioning, programme design and marketing research, then integrates that reasoning in reflection, an infographic and a team plan.
Who controls the official rules for Marketing management: Theory and practice?
The university does. This is an independent MKF5955 study resource; current institutional instructions remain authoritative for assessment operation. MKF5955 develops marketing management through customer value, stakeholders, strategy, segmentation, positioning, programme design and marketing research, then integrates that reasoning in reflection, an infographic and a team plan.
What should a student check before enrolling in Marketing management: Theory and practice?
Confirm current course-map and enrolment rules in the 2026 Handbook. This resource covers Semester 2, 2026. MKF5955 develops marketing management through customer value, stakeholders, strategy, segmentation, positioning, programme design and marketing research, then integrates that reasoning in reflection, an infographic and a team plan.
How to prepare for the assessments
move from customer and stakeholder evidence through strategy, programme design and marketing research to a traceable team plan
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