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.

Upon successful completion of the requirements for this course, students will be able to:

1. Define, explain and illustrate marketing concepts, including the marketing mix, and their application to profit oriented and non-profit organisations;

2. Explain and illustrate how marketing is integrated with other functional areas of business;

3. Explain and illustrate the need for a marketing orientation in the competitive global business environment;

4. Successfully design and plan the implementation of marketing plans and strategies;

5. Critically evaluate case studies, identifying and analysing problems and then making recommendations for practical implementation;

6. Apply marketing concepts, illustrating the importance of major marketing decisions; and

7. Communicate effectively, individually and in teams, in oral presentation and written forms using the concepts and terminology of the marketing discipline.

At least three contact hours per week.

Completion of 24 units

with MKTG1004/BUSN1004/BUSN2010/COMM2010 Marketing.

Kotler and Keller 2012, A framework for marketing management, 5^th Edition, Pearon Education, Australia

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