Marketing Fundamentals and Practices

Unit Code:HBM420

Credit Points	Duration	Contact Hours	Campus	Prerequisite	Corequisite
12.5 Credit Points	One teaching period	36 hours	Hawthorn	Nil	Nil

Related Course/s:

A unit of study in the Master of Marketing and Master of Marketing Global Leadership Program.

Aims & Objectives:

Learn about marketing theory and pratice as it applies to both commercial and not-for-profit organisations. Understand the marketing process, starting with the initial market analysis and the understanding of customer needs, wants and behaviour. Then learn about target marketing and marketing planning and finally, how to implement the marketing plan and evaluate and control marketing performance. Understand how the legal system affects marketing. Develop your analytical and creative approaches to solving marketing problems. Know how to apply your learning to the environment of your own organisation.

Upon completion of this unit students will be able to:

Understand the marketing concept, marketing planning and decision-making.
Understand of the role of marketing in the entrepreneurship and innovation process
Understand the nature of the marketing concept as it applies to goods, services, social causes and ideas, experiences and events.
Analyse marketing problems as inputs to marketing strategies
Work effectively in a team environment.

Teaching Methods:

Classes in either weekly or block mode

Assessment:

Report (Individual) 20%-30%
Assignment (Group)30%-40%

Final test (Individual) 40%-50%

Content:

Consumer and Business buying behaviour
The marketing process and strategic planning
Analysis of the market and the marketing environment
New Product Development process, Diffusion of Innovation, Product Life Cycle and implications for the marketing mix.
Segmentation, target marketing, product/brand positioning and marketing mix
Marketing communications
Logistics Chain
Implementation of the marketing plan, and evaluation and control of marketing performance

Reading Materials:

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