Availabilities:
| Location | Domestic | International |
|---|
| Brisbane - The Hotel School | | |
| China - TUST | N/A | |
| Coffs Harbour | | |
| Gold Coast | | |
| Lismore | | |
| Melbourne | N/A | |
| Melbourne - The Hotel School | | |
| Online | | |
| Papua New Guinea - IBSU Port Moresby | N/A | |
| Perth | N/A | |
| Sydney | N/A | |
| Sydney - The Hotel School | | |
Unit description
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.
Unit content
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Foundation, key concepts and ethics
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Strategic marketing planning and environment
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Creative problem solving in marketing
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Marketing information and research
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Consumer behaviour
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Target market selection
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Marketing plan direction, objectives, metrics
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Product strategy
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Pricing strategy
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Placement strategy
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Promotional strategy (Integrated Marketing Communications)
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Review and preview
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 | 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.
Prescribed texts
- Lamb, C, Hair, J, McDaniel, C, Summers, J & Gardiner, M, 2018, MKTG4, 4th edn, Cengage Learning, South Melbourne, Victoria, Australia. ISBN: 9780170411769.
- Lamb, C, Hair, J, McDaniel, C, Summers, J & Gardiner, M, 2018, MKTG4, 4th edn, Cengage Learning, South Melbourne, Victoria, Australia. ISBN: 9780170411769.
- Lamb, C, Hair, J, McDaniel, C, Summers, J & Gardiner, M, 2018, MKTG4, 4th edn, Cengage Learning, South Melbourne, Victoria, Australia. ISBN: 9780170411769.
Prescribed texts may change in future study periods.