Introduces students to the concept of markets and the philosophy of marketing underpinning our contemporary business environment. Looks at aspects of marketing management: customer focus, relationship marketing, monitoring of the environment, buyer behaviour, marketing research, marketing planning, the marketing mix, and competitive strategy. Concepts are applied to products and services in a global context.
Topic 1: The concept of markets and marketing concept
Topic 2: Marketing planning
Topic 3: Information for marketing
Topic 4: Knowing your target audience
Topic 5: Segmenting, targeting and positioning
Topic 6: The marketing mix
Topic 7: Managing services and the brand
Topic 8: Integrated marketing communications
Topic 9: Creativity and presentation of ideas
Topic 10: Value networks and marketing channels
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||debate the role of markets and marketing in today's contemporary business environment||Creativity||Lifelong learning||Communication and social skills|
|2||analyse buying behaviour in order to develop effective marketing communications||Creativity||Lifelong learning||Communication and social skills|
|3||critically evaluate the marketing strategies of private and public organisations||Creativity||Lifelong learning||Communication and social skills|
|4||design a marketing plan.||Creativity||Lifelong learning||Communication and social skills|
- Kotler, P & Keller, KL, 2015, Marketing Management, 15th Global Edn, Pearson Education. ISBN: 9781292092621.
- Prescribed text information is not currently available.
Teaching and assessment
Melbourne - The Hotel School
|Lecture online 1 hour (12 weeks)|
|Exam: closed book||40%|
Sydney - The Hotel School
Commonwealth Supported courses
For information regarding Student Contribution Amounts please visit the Student Contribution Amounts.
Commencing 2018 Commonwealth Supported only. Student contribution band: 3
Please check the international course and fee list to determine the relevant fees.