|1.||Analyse how the key elements of the marketing mix contribute to an organisation's marketing strategy;|
|2.||Compare alternative theories of consumer behaviour and contrast how they influence marketing activities;|
|3.||Determine the practical implications of core marketing theory including marketing empirical generalisations, the Double Jeopardy and Duplication of Purchase laws;|
|4.||Investigate marketing problems in business situations using marketing research and marketing metrics, and effectively report results to a broader audience;|
|5.||Formulate basic marketing strategies that can be implemented to address marketing problems.|
Students studying under the VU Block Model.
|Case Study||Marketing Plan – Part 1: Segmentation Plan (15%) and Part 2: Marketing Mix (25%)||40%|
|Presentation||Presentation and discussion chosen marketing topic||20%|
|Presentation||Presentation and discussion||20%|
|Case Study||Marketing Plan||40%|
Marketing: Theory, Evidence, Practice,
Sharp, B 2017,
Oxford University Press, South Melbourne.
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