This unit provides an introduction to the marketing function of the organisation. Identifying and meeting the needs of clients and customer groups is critical to achieving organisational goals. This unit of study provides an overview of the theories and principles of marketing which are supported by marketing science. The focus is on how organisations identify the needs of their target markets, understand the buying behaviour of their target markets, and develop a marketing mix to satisfy the needs and wants of these markets. While the course has a theoretical base that is underpinned by a marketing science approach, practical application of the concepts of marketing science is an essential element.
|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.|
|Case Study||Case study presentation and discussion||20%|
|Case Study||Major group case study in 2 phases||40%|
Marketing: Theory, Evidence, Practice,
Sharp, B 2017,
Oxford University Press, South Melbourne.
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