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Unit aim
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.
Learning outcomes and graduate attributes
GA1: Intellectual rigour,
GA2: Creativity,
GA3: Ethical practice,
GA4: Knowledge of a discipline,
GA5: Lifelong learning,
GA6: Communication and social skills,
GA7: Cultural competence| On completion of this unit, students should be able to: | GA1 | GA2 | GA3 | GA4 | GA5 | GA6 | GA7 |
|---|
| 1 | identify the key concepts and principles used in contemporary marketing | | | | Knowledge of a discipline | | | |
| 2 | research, critically analyse and communicate orally a critical opinion on a contemporary marketing
issue | Intellectual rigour | Creativity | | | | Communication and social skills | |
| 3 | collaboratively develop a new market offering positioned on 'sustainability' using the principles of creative problem solving | Intellectual rigour | Creativity | | | | Communication and social skills | |
| 4 | develop a marketing plan for the sustainable market offering | Intellectual rigour | Creativity | | | | Communication and social skills | |
| 5 | demonstrate basic skills in the use of software relevant to the marketing discipline. | | | | | | Communication and social skills | |
On completion of this unit, students should be able to:
- identify the key concepts and principles used in contemporary marketing
- GA4:
Knowledge of a discipline
- research, critically analyse and communicate orally a critical opinion on a contemporary marketing
issue
- GA1:
Intellectual rigour
- GA2:
Creativity
- GA6:
Communication and social skills
- collaboratively develop a new market offering positioned on 'sustainability' using the principles of creative problem solving
- GA1:
Intellectual rigour
- GA2:
Creativity
- GA6:
Communication and social skills
- develop a marketing plan for the sustainable market offering
- GA1:
Intellectual rigour
- GA2:
Creativity
- GA6:
Communication and social skills
- demonstrate basic skills in the use of software relevant to the marketing discipline.
- GA6:
Communication and social skills
Prescribed texts
Session 1
- Lamb, C, Hair, J, McDaniel, C, Summers, J & Gardiner, M, 2018, MKTG4, 4th edn, Cengage Learning, South Melbourne, Victoria, Australia. ISBN: 9780170411769.
Session 2
- Lamb, C, Hair, J, McDaniel, C, Summers, J & Gardiner, M, 2018, MKTG4, 4th edn, Cengage Learning, South Melbourne, Victoria, Australia. ISBN: 9780170411769.
Session 3
- 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.