|Brisbane - The Hotel School|
|Hayman Island - Hotel School|
|Melbourne - The Hotel School|
|Sydney - The Hotel School|
Introduces students to the world of modern marketing – creating and delivering value in both profit and non-profit organisations. Examines strategic marketing planning and analysis within a dynamic environment, buying behaviour, target market selection and marketing mix strategies. Emphasises practical and ethical perspectives. Equips students to build a marketing plan for a sustainable offering.
- Foundation, key concepts and ethics
- Strategic marketing planning and environment
- Creative problem solving in marketing
- Marketing information and research
- Consumer behaviour
- Target market selection
- Marketing plan direction, objectives, metrics
- Product strategy
- Pricing strategy
- Placement strategy
- Promotional strategy (Integrated Marketing Communications)
- Review and preview
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||identify the key concepts and principles used in contemporary marketing|
|2||research, critically analyse and communicate orally a critical opinion on a contemporary marketing issue|
|3||collaboratively develop a new market offering positioned on 'sustainability' using the principles of creative problem solving|
|4||develop a marketing plan for the sustainable market offering|
|5||demonstrate basic skills in the use of software relevant to the marketing discipline.|
On completion of this unit, students should be able to:
- identify the key concepts and principles used in contemporary marketing
- research, critically analyse and communicate orally a critical opinion on a contemporary marketing issue
- collaboratively develop a new market offering positioned on 'sustainability' using the principles of creative problem solving
- develop a marketing plan for the sustainable market offering
- demonstrate basic skills in the use of software relevant to the marketing discipline.
- No prescribed texts.
- Lamb, C, Hair, J, McDaniel, C, Summers, J & Gardiner, M, 2018, MKTG4, 4th edn, Cengage Learning, South Melbourne, Victoria, Australia. ISBN: 9780170411769.
- Prescribed text information is not currently available.
Teaching and assessment
Commonwealth Supported courses
For information regarding Student Contribution Amounts please visit the Student Contribution Amounts.
Please check the international course and fee list to determine the relevant fees.