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.
Learning outcomes and graduate attributes
|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||Knowledge of a discipline||Communication and social skills|
|3||collaboratively develop a new market offering positioned on 'sustainability' using the principles of creative problem solving||Intellectual rigour||Creativity||Ethical practice||Communication and social skills|
|4||collaboratively develop a marketing plan for the sustainable market offering||Intellectual rigour||Communication and social skills|
|5||demonstrate professionalism by critically and constructively appraising self and peers||Lifelong learning|
|6||demonstrate basic skills in the use of software relevant to the marketing discipline, e.g. Blackboard blog and wiki for collaborative writing, Microsoft PowerPoint for presentations, Collaborate for online sessions and presentations (external students only), SCU Library databases (e.g. Proquest) for article searches and Endnote (optional) for managing references.||Communication and social skills|
- Our textbook in 2015 is the same as in 2014. : Lamb, C, Hair, J & McDaniel, C, 2014, MKTG8: Principles of Marketing, 8th edn, Cengage Learning, Mason, Ohio, USA. ISBN: 978-1-285-43262-5.
- A new textbook was adopted in 2014: Lamb, C, Hair, J & McDaniel, C, 2014, MKTG8: Principles of Marketing, 8th edn, Cengage Learning, Mason, Ohio, USA. ISBN: 978-1-285-43262-5.
Teaching and assessment
Melbourne - The Hotel School
Singapore - MDIS
|Structured online learning|
Sydney - The Hotel School
Commonwealth Supported courses
For information regarding Student Contribution Amounts please visit the Student Contribution Amounts.
Commencing 2015 Commonwealth Supported only. Student contribution band: 3
Please check the international course and fee list to determine the relevant fees.