Explore the course "Marketing for Managers" in the MBA Program

Explore the course "Marketing for Managers" in the MBA Program

In the rapidly evolving business and technological landscape, marketing is not only a tool for driving sales but must also embrace social responsibility. In the "Marketing for Managers" course within RMIT's MBA program, taught by Dr Susan Danissa Calderon Urbina, future leaders are equipped with the essential skills to overcome this challenge.

In the classroom, MBA students go beyond theory and tackle real-world business challenges. They develop a comprehensive understanding of responsible marketing strategies by solving business problems for real clients. Indeed, the latest clients include Marou Chocolate, Belgo Belgian Craft Beer, and the up-and-coming sustainable fashion brand, Hemp Oi. With this hands-on practical client-based approach, students sharpen their skills in market research, value proposition innovation, and effective presentation techniques..

By the end of the course, they master contemporary marketing strategies, from building customer experiences to brand positioning and integrated marketing communications.

Dr Susan observes that her MBA students, with their rich management experience, excel at connecting theory with daily business decisions. That’s why her teaching method combines academic principles with hands-on application, creating engaging and practical learning experiences. Students participate in solving real case studies and hear insights from industry guest speakers.

Dr. Rajeev Chib at RMIT Vietnam

As a seasoned marketing professional and researcher, Dr Susan employs various practical activities to develop critical analytical thinking in her students. For example, when studying Consumer Behaviour, she has students engage in the 'Garbology’ exercise. In this exercise, students analyze discarded items (or “garbage”) to identify consumption habits and draft user profiles based on demographics, psychographics, and habits.

This activity often reveals unexpected assumptions and mistakes, creating an engaging and memorable learning experience. Afterwards, students use the data to design suitable products and discuss the segmentation principles applied.

Dr Susan’s key advice to her MBA students? Stay curious, be open-minded, and don’t be afraid to ask questions or challenge assumptions..

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