MKF5955 Marketing management: Theory and practice

How MKF5955 is assessed

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.

It 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.

Worked example · free

Connect insight to a plan

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

Questions students ask in each MKF5955 chapter

What has to be made explicit to explain how an organisation creates customer value through exchange rather than treating marketing as promotion alone?

Explain how an organisation creates customer value through exchange rather than treating marketing as promotion alone. The current opening topic and archived concept deck frame marketing through value and exchange, correcting the narrow promotion-only view. Chapter 01 · Marketing Orientation and Customer Value

What evidence would allow a student to evaluate a marketing choice through affected stakeholders, foreseeable consequences and accountable conduct?

Evaluate a marketing choice through affected stakeholders, foreseeable consequences and accountable conduct. The marketing foundations material places stakeholders and responsibility beside exchange, supporting ethical evaluation within rather than outside marketing decisions. Chapter 02 · Stakeholders, Responsibility and Marketing Ethics

What must survive the move required to turn customer, competitor and organisational evidence into an objective and a choice among strategic routes?

Turn customer, competitor and organisational evidence into an objective and a choice among strategic routes. The current strategy topic and earlier detailed deck organise planning from diagnosis through objectives and strategy. Chapter 03 · Situation Analysis and Marketing Objectives

What should a student check while trying to move from heterogeneous customer evidence to a selected target and a credible comparative position?

Move from heterogeneous customer evidence to a selected target and a credible comparative position. The strategy materials connect segmentation, target selection and positioning as a sequence of decisions rather than three isolated definitions. Chapter 04 · Segmentation, Targeting and Positioning

How does Value Proposition help a student develop a value promise whose brand meaning and point of difference are relevant to the selected customer?

Develop a value promise whose brand meaning and point of difference are relevant to the selected customer. The planning material supports a route from chosen customer to value proposition, brand meaning and competitive distinction. Chapter 05 · Value Proposition, Brand and Differentiation

What has to line up before students can align product, price, access and communication choices with the same target and value proposition?

Align product, price, access and communication choices with the same target and value proposition. The planning sources treat the mix as an integrated programme and link it to implementation rather than ending at strategy wording. Chapter 06 · Marketing Mix and Programme Coherence

What must survive the move required to convert a marketing decision into a research problem and judge whether available evidence can reduce the relevant uncertainty?

Convert a marketing decision into a research problem and judge whether available evidence can reduce the relevant uncertainty. The current insights topic and detailed deck move from marketing information to a decision-linked research problem and usable interpretation. Chapter 07 · Marketing Insights and Research Problems

Which criteria should govern an attempt to choose data, sampling and analysis that can answer a marketing question while protecting participants and limiting inference?

Choose data, sampling and analysis that can answer a marketing question while protecting participants and limiting inference. The research material connects design and analysis with the responsible collection and use of customer information. Chapter 08 · Research Design, Interpretation and Ethics

What must survive the move required to turn learning evidence into individual reflection, a clear visual proposal and a coherent team marketing plan?

Turn learning evidence into individual reflection, a clear visual proposal and a coherent team marketing plan. The current Moodle assessment pages connect the reflective journals to the later infographic and team plan, making evidence transfer across tasks explicit. Chapter 09 · Reflection, Infographic and Team Marketing 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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