Availabilities:
| Location | Domestic | International |
|---|---|---|
| SCU Online | Study Period 6 | Study Period 6 |
Unit Summary
Unit type
PG Coursework Unit
Credit points
12
AQF level
Level of learning
Intermediate
Former School/College
Anti-requisites
Unit aim
Introduces students to the concept and philosophy of marketing underpinning our contemporary business environment. Looks at aspects of marketing management: different markets, customer focus, relationship marketing, monitoring of the environment, buyer behaviour, marketing research, marketing planning, the marketing mix, and brand strategy. Concepts are applied to goods and services in a global context.
Unit content
Topic 1: Marketing planning and the marketing concept
Topic 2: Knowing and researching your target audience
Topic 3: Segmenting, targeting, positioning and branding
Topic 4: Product strategies
Topic 5: Price decisions, value networks and marketing channels
Topic 6: 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 | discuss the role of 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 organisations | |||||||
| 4 | design a marketing plan. | |||||||
On completion of this unit, students should be able to:
-
discuss the role of 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 organisations
- GA2:
- GA5:
- GA6:
-
design a marketing plan.
- GA2:
- GA5:
- GA6:
Prescribed texts
- This text is compulsory: Kotler, P & Keller, K, 2015, Marketing Management, 15th edn (Global), Pearson, Essex. ISBN: 9781292092621.