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Location Domestic International
SCU Online Study Period 6 Study Period 6

Unit Summary

Unit type

PG Coursework Unit

Credit points

12

AQF level

8

Level of learning

Intermediate

Anti-requisites

MKT00720 - Marketing

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.

GA1: , GA2: , GA3: , GA4: , GA5: , GA6: , GA7:
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:

  1. discuss the role of marketing in today's contemporary business environment
    • GA2:
    • GA5:
    • GA6:
  2. analyse buying behaviour in order to develop effective marketing communications
    • GA2:
    • GA5:
    • GA6:
  3. critically evaluate the marketing strategies of organisations
    • GA2:
    • GA5:
    • GA6:
  4. 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.
Prescribed texts may change in future teaching periods.