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Unit Summary

Unit type

PG Coursework Unit

Credit points

12

Anti-requisites

MRKT6001 - 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.

On completion of this unit, students should be able to:
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
  2. analyse buying behaviour in order to develop effective marketing communications
  3. critically evaluate the marketing strategies of organisations
  4. design a marketing plan.

Prescribed texts

  • This text is compulsory: Armstrong, G. et al., 2020, Principles of Marketing, 8th edn, Pearson Australia, Malaysia. ISBN: 9781488626203.
Prescribed texts may change in future teaching periods.