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Unit Summary
Unit type
PG Coursework Unit
Credit points
12
AQF level
Level of learning
Intermediate
Former School/College
Unit aim
Introduces students to the concept of markets and the philosophy of marketing underpinning our contemporary business environment. Looks at aspects of marketing management: customer focus, relationship marketing, monitoring of the environment, buyer behaviour, marketing research, marketing planning, the marketing mix, and competitive strategy. Concepts are applied to products and services in a global context.
Unit content
Topic 1: The concept of markets and marketing concept
Topic 2: Marketing planning
Topic 3: Information for marketing
Topic 4: Knowing your target audience
Topic 5: Segmenting, targeting and positioning
Topic 6: Product strategies
Topic 7: Managing the brand
Topic 8: Price decisions
Topic 9: Value networks and marketing channels
Topic 10: Integrated marketing communications
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: | GA1 | GA2 | GA3 | GA4 | GA5 | GA6 | GA7 | |
|---|---|---|---|---|---|---|---|---|
| 1 | debate the role of markets and marketing in today's contemporary business environment | |||||||
| 2 | analyse buying behaviour in order to develop effective marketing communications | |||||||
| 3 | critically evaluate the marketing strategies of private and public organisations | |||||||
| 4 | design a marketing plan. | |||||||
On completion of this unit, students should be able to:
-
debate the role of markets and marketing in today's contemporary business environment
- GA2:
- GA5:
- GA6:
-
analyse buying behaviour in order to develop effective marketing communications
- GA2:
- GA5:
- GA6:
-
critically evaluate the marketing strategies of private and public organisations
- GA2:
- GA5:
- GA6:
-
design a marketing plan.
- GA2:
- GA5:
- GA6:
Prescribed texts
- Kotler, P; Keller, K.L; Ang, S.H; Tan, C.T. and Leong, S.W. , 2017, Marketing Management: An Asian Perspective, 7th Edn, Pearson Education. ISBN: 9781292089584.
- Prescribed text information is not currently available.