Related Course/s:

A unit of study in the Bachelor of Commerce and the Bachelor of Business Administration suite of programs.

Aims & Objectives:

• Demonstrate a broad understanding of the major conceptual and theoretical principles upon which the practice of marketing is based
• Identify marketing management tasks and understand how marketing fits into the organisational environment
• Appreciate the diverse environments in which marketing operates
• Appropriately communicate marketing ideas in written and oral form 
• Apply marketing concepts and principles in a realistic setting

Teaching Methods:

Lecture (2 hour), Tutorials (1 hours)

Assessment:

Individual assignment 25%-40%, Presentation 5%-10%, Test 10%-20%, Examination 40%-50%.

Generic Skills Outcomes:

• Capable in their chosen professional, vocational or study areas
• Entrepreneurial in contributing to innovation and development within their business, workplace or community
• Effective and ethical in work and community situations
• Adaptable and able to manage change
• Aware of local and international environments in which they will be contributing (eg socio-cultural, economic, natural)

Content:

• Marketing: creating excitement and value
• Strategic marketing and planning
• The global marketing environment
• Information management and market research
• Consumer market behaviour
• Business market behaviour
• Market segmentation, targeting and positioning
• Marketing tools and techniques
• Direct and online marketing
• Ethics and marketing compliance
• Introduction to sales

Reading Materials:

Students are advised to check the unit outline in the relevant teaching period for appropriate textbooks and further reading.