Swinburne University of Technology - Melbourne Australia
Future Students - Courses
Duration
Contact Hours
Campus
Prerequisite
Corequisite
One Semester or Term
35 Hours
Hawthorn, Sarawak
HBM110N Fundamentals of Marketing
Nil
Credit Points: 12.5 Credit Points
Upon completing this unit, students should be able to: Understand the range of marketing and management data metrics available Apply different metrics to a variety of business situations Explore the use of a balanced scorecard and marketing dashboards as an aid to decision making Synthesise and apply marketing decisions in a practical situation Develop group work, information seeking and information analysis skills Communicate these principles in a manner appropriate for a business and enterprise environment
Lecture (2 hour), Tutorials (1 hours)
Assignment (individual) (20%), assignment (group) (30%), Examination (50%)
The graduate attributes which relate to this unit help to produce graduates who are: 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)
The nature of the links between marketing efforts and results How marketing works and how it may be measured The context in which marketers operate, how organisations create value, and how marketing creates value The nature of customer value where benefits are compared to the costs or sacrifices The value of different metrics for assessing outcomes of marketing performance How marketers make resource allocation decisions How marketers may, through planning, put in controls and analyse what has been measured How to use information and data in the marketing environment
There are several suitable texts available. A suitable new edition of a text will be chosen and recommended when the unit is about to be delivered.
The extant theory in this area is vast. Students will be advised of appropriate recent relevant reading when the unit is offered. This would be updated each semester.
