The course introduces the principles and practice of marketing. Topics include the role of marketing and its organisational context; the marketing environment; market segmentation and target markets; marketing information, research and analysis; industry analysis, marketing planning and competitive strategies; buyer behaviour in the consumer and business organisations, and decision making under conditions of high uncertainty and ambiguity.

By the end of this course, students are expected to have attained proficiency in the following areas:
Understanding marketing concepts and their application to profit oriented and non-profit organisations.
Understanding the need for a marketing orientation in the competitive global business environment.
Appreciating that marketing is integrated with other functional areas of business.
Developing an understanding about how to successfully design and implement marketing plans and strategies.
Understanding the concept of the marketing mix and its application.
Critically evaluating case studies, analysing problems and making recommendations.
 Being able to apply marketing concepts, illustrating the importance of major marketing decisions.
Understanding the consequences of emerging information technologies for marketing strategy.
Developing verbal and written communication skills.
Working effectively in teams.

At least three contact hours per week.

Completion of 24 units

with MKTG1004/BUSN1004/BUSN2010/COMM2010 Marketing.

Solomon, Michael . , Hughes, Andrew . , Chitty, Bill . , Marshall, Greg . , Stuart, Elnora . , Fripp, Geoff . ,  ( 2009 ) , Marketing: Real People, Real Choices, 1^st ed., Pearson Education, Sydney, Australia.

Summers ,  J . ,  &  Smith ,  B . ,  ( 2006 ) , Communication Skills Handbook: How to succeed in written and oral communication, 2^nd ed, Wiley, Milton, Brisbane, Australia.

For further information please refer to the Course Website