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Unit of Study MRKT6001 - Marketing (2021)

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Unit Snapshot

Unit description

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

Availabilities

Location Domestic International
Melbourne N/A
Session2
Online
Session2
Session2
Perth N/A
Session2
Sydney N/A
Session2

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:

debate the role of markets and marketing in today's contemporary business environment

analyse buying behaviour in order to develop effective marketing communications

critically evaluate the marketing strategies of private and public organisations

design a marketing plan.

Prescribed learning resources

Prescribed Texts
  • No prescribed texts.

Prescribed Learning Resources may change in future Teaching Periods.