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|Offered at:||(B, X)|
Trimester 1, trimester 2 or trimester 3
|Previously coded as:||MMK732|
J Vieceli (Trimester 2), P Harrison (Trimester 3)
|Contact hours:||1 x 3 hour seminar per week|
|Note: Online teaching methods require internet access. Please refer to the most current computer specifications.|
The unit consists of 11 modules built around the integrative nature of the marketing process and its role in achieving corporate objectives. Topics include the marketing process; the marketing environment; market research and information systems; segmentation; targeting and positioning; buyer behaviour, pricing consideration and approaches; integrated marketing communication; products and new product development; distribution; international marketing; marketing strategy and planning and the implementation and control of marketing programs. Emphasis is placed on the management decision-making process through the use of case studies. The unit not only introduces participants to core marketing concepts and techniques, but also encourages the application of these within the context of the participants' work environment.
Written assignment 1 2500-4000 words 25%, written assignment 2 2500-4000 words 25%, examination 3 hours 50%
Hurdle requirements: submit each piece of assessment; achieve at least 45% of the marks available on the examination.
Unit Fee Information
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