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Unit Summary
Unit aim
Introduces students to the world of modern marketing – creating and delivering value in both profit and non-profit organisations. Examines strategic marketing planning and analysis within a dynamic environment, buying behaviour, target market selection and marketing mix strategies. Emphasises practical and ethical perspectives. Equips students to build a marketing plan for a sustainable offering.
Unit content
- Foundation, key concepts and ethics
- Strategic marketing planning and environment
- Creative problem solving in marketing
- Marketing information and research
- Consumer behaviour
- Target market selection
- Marketing plan direction, objectives, metrics
- Product strategy
- Pricing strategy
- Placement strategy
- Promotional strategy (Integrated Marketing Communications)
- Review and preview
Learning outcomes
Unit Learning Outcomes express learning achievement in terms of what a student should know, understand and be able to do on completion of a unit. These outcomes are aligned with the graduate attributes. The unit learning outcomes and graduate attributes are also the basis of evaluating prior learning.
| On completion of this unit, students should be able to: | |
|---|---|
| 1 | identify the key concepts and principles used in contemporary marketing |
| 2 | research, critically analyse and communicate orally a critical opinion on a contemporary marketing issue |
| 3 | collaboratively develop a new market offering positioned on 'sustainability' using the principles of creative problem solving |
| 4 | develop a marketing plan for the sustainable market offering |
| 5 | demonstrate basic skills in the use of software relevant to the marketing discipline. |
On completion of this unit, students should be able to:
- identify the key concepts and principles used in contemporary marketing
- research, critically analyse and communicate orally a critical opinion on a contemporary marketing issue
- collaboratively develop a new market offering positioned on 'sustainability' using the principles of creative problem solving
- develop a marketing plan for the sustainable market offering
- demonstrate basic skills in the use of software relevant to the marketing discipline.
Prescribed texts
- Lamb, C, Hair, J, McDaniel, C, Summers, J & Gardiner, M, 2018, MKTG4, 4th edn, Cengage Learning, South Melbourne, Victoria, Australia. ISBN: 9780170411769.
- Lamb, C, Hair, J, McDaniel, C, Summers, J & Gardiner, M, 2018, MKTG4, 4th edn, Cengage Learning, South Melbourne, Victoria, Australia. ISBN: 9780170411769.
- Lamb, C, Hair, J, McDaniel, C, Summers, J & Gardiner, M, 2018, MKTG4, 4th edn, Cengage Learning, South Melbourne, Victoria, Australia. ISBN: 9780170411769.