MA505 - Marketing and Management

Credit Points: 15 credit points

Workload: 36 hours

Prerequisite: N/A

Co-requisite: N/A

Aims & Objectives

This is a Year 2, Elective Unit in the Master of Professional Accounting. For Course Learning Outcomes and further information relating to Master of Professional Accounting program please visit our website:

As an introductory unit to marketing and management for professional accounting trainees, it therefore covers a large range of topics. It offers students a basis on which to build further marketing and management skills to equip to underpin their life-long learning and future pursuits in their chosen profession. We will present these topics in a way that allows you to be constructively and rationally aware of marketing and management issues that you are confronted with at present and in your near future endeavors.

Marketing is a process of ethically creating focus towards customer’s behaviour needs in a dynamic environment, and learning the major basic components of marketing such as products/services, distribution/logistics, promotion and pricing. Management is getting things done through the use of resources and learning the basic concepts of the environment and functions of management: strategic planning, organising and managing diversity, leading teamwork and controlling value chain process and information can help you pro-act, understand, analyse and synthesize the importance of marketing and management that are of significant importance to the growth and development of your accountancy background in different industries. This unit encompasses collaborative learning: individual task-wise, group task-wise and multi-media task-wise of learning and teaching preparing you for your future endeavor where you will learn how marketing and management affects organizations in many ways including innovative perspectives.

This unit has a dual discipline of marketing and management. With changing environment affecting most organizations, marketers and managers have to be aware of these environmental changes and develop strategies to assist organizations in a dynamic environment. Students can capitalize on these opportunities by understanding the new marketing environment and the fundamental concepts of management in the new era. This unit will introduce you to these and develop your understanding, analysis, synthesis and evaluation of how marketing and management are related and applied to organizations including accounting firms.

This unit will cover the following topics:

  • Key concepts of marketing.
  • Marketing planning & strategy in a competitive environment.
  • Consumer behaviour.
  • Power of branding.
  • Digital marketing and social networking.
  • Expanding the marketing mix.
  • The changing world of management.
  • The environment of entrepreneurship and small-business management.
  • Organisational planning and goal setting; managing diversity.
  • Managing the value chain, information technology and e-business.
  • Teamwork in organisations.

Learning Outcomes

Course Learning Outcomes

The Course learning outcomes applicable to this unit are listed on the Melbourne Institute of Technology’s website:  

Unit Learning Outcome

At the completion of this unit, students will be able to: 
a. Integrate understanding, analysis and the significance of marketing and management concepts in an ethical manner and their applications to real practice situations.
b. Research, and discuss marketing and management frameworks, then compare with real practice to demonstrate mastery of marketing and management principles in this era utilising innovative means.
c. Demonstrate comprehension and apprehension of e-marketing products/services through reflection on the impact of technology in marketing and management.
d. Learn to work in a diverse environment cooperatively and collaboratively to achieve team/group objectives.
e. Interpret case-studies, research and integrate appropriate theoretical marketing and management concepts in the production of a business research report.
f. Discuss and identify marketing and management issues and provide proposed solutions after appropriate synthesis of theoretical and practical concepts.
g. Obtain an appreciation of an overview of strategic marketing and the significance of marketing and management within the practice of professional accounting.


Assessment Task Due Date A B Unit Learning Outcomes
1. Contribution and Participation Weeks 1 -12 - 6% a-g
2. Formative Assessment Week 3 - 4% a
3. Case Study Analysis [Individual] Week 6 15% - a-c,e-g
4. Report [Group] Week 11 20% - a-g
5. Presentation [Individual] Week 11 5% - a-c,e-g
6. Case Study Analysis [Individual] (3 hours) TBA - 50% a-c,e-g
TOTALS   40% 60% 100%

Task Type: Type A: unsupervised, Type B: supervised.

Contribution and Participation (6%)

This unit has class participation as an assessment. The assessment task and marking rubric will follow the Guidelines on Assessing Class Participation ( Further details will be provided in the assessment specification on the type of assessment tasks and the marking rubrics.

Teaching Methods

NOTE: All School of Business units 3-hour workshops Flipped Classroom Mode.

Textbook and Reference Materials

Note: Students are required to purchase the prescribed textbook and have it available each week in class.

Copies of the textbook are available in the MIT Library.

Prescribed Text Book


  • Pride, W.M., Ferrell, O.C., Lukas, B. A., Schembri, S., Niininen, O.,Casidy, R. (2018). Marketing Principles, 3rd Asia Pacific Edition, Victoria: Australia, Cengage Learning Australia. 


  • Samson, D & Daft, R.L (2015). Management (5th ed.). Victoria, Australia: Cengage Learning Australia Pty Ltd.

Other recommended texts

  • Armstrong, G., Adam, S., Denize, S., Kotler, P. (2012). Principles of Marketing (5th  ed.). Australia: Pearson Education. 
  • Gary Schneider., (2016). Electronic Commerce, 12E. South Melbourne: Cengage Learning Australia.
  • John R. Schermerhorn Jr., (2019). Management, 12th Edition. Hoboken, NJ: John Wiley & Sons.
  • Kotler, P., Deniz., Armstrong, G (2017). Principles of Marketing, Frenchs Forest, Pearson.
  • Bidgoli (2016). MIS 6 E-COMMERCE 8, Power-Point, Victoria, Cengage Learning.
  • Peltier, J.W and Naidu. G.M (2012). Social networks cross the SME Organisational life cycle. Journal of Small Business and Enterprise Development, 19 (1), 56-73. 
  • Persaud, A and Azhar, I (2012). Innovative mobile marketing via smart phones: Are Consumers ready? Marketing Intelligence & Planning, 30 (4), 418-443. 
  • Pride, W.M & Ferrell, O.C (2016). Marketing (18th ed.), United States, Cengage Learning US.
  • Pride, W. M., Elliot, P., Rundle-Thiele, S., Waller, D., Paladino, A. & Ferrell, O. C. (2012). Marketing: Core Concepts and Applications. Australia: John Wiley &Sons.
  • Samson, D and Daft, R.L (2012). Management (4th Asia Pacific. Ed.); Victoria: Australia, Cengage Learning Australia Pty Ltd.
  • Schermerhorn, J.R & Bachrach, D.G (2014). Management, 10th edition, Melbourne, Wiley and Sons.

Check the unit Moodle page for additional recommended readings throughout the trimester.

The Referencing style for this unit is APA: See the MIT Library Referencing webpage: and the Unit Moodle page for additional referencing support material and weblinks.

Graduate Attributes

MIT is committed to ensure the course is current, practical and relevant so that graduates are “work ready” and equipped for life-long learning. In order to accomplish this, the MIT Graduate Attributes identify the required knowledge, skills and attributes that prepare students for the industry.
The level to which Graduate Attributes covered in this unit are as follows:

Ability to communicate Independent and Lifelong Learning Ethics Analytical and Problem Solving Cultural and Global Awareness Team work Specialist knowledge of a field of study


Levels of attainment Extent covered
The attribute is covered by theory and practice, and addressed by assessed activities in which the students always play an active role, e.g. workshops, lab submissions, assignments, demonstrations, tests, examinations.
The attribute is covered by theory or practice, and addressed by assessed activities in which the students mostly play an active role, e.g. discussions, reading, intepreting documents, tests, examinations.
The attribute is discussed in theory or practice; it is addressed by assessed activities in which the students may play an active role, e.g. lectures and discussions, reading, interpretation, workshops, presentations.
The attribute is presented as a side issue in theory or practice; it is not specifically assessed, but it is addressed by activities such as lectures or tutorials.
The attribute is not considered, there is no theory or practice or activities associated with this attribute.