Marketing has a dynamic focus in all business enterprises where its role is to ultimately satisfy the needs and values of a customer. Considered application of marketing principles underpin the development of successful marketing strategies; strategies that inform product, pricing, promotion and placement of goods and services into a market. The Marketing module will provide practical opportunities for students to understand key business principles and strategies that all organizations use to satisfy their customer needs and to deliver value. Students will apply consumer behaviour theories and marketing research and metrics to analyze businesses, and to identify consumer and business markets in order to develop appropriate marketing solutions. In times of constant change and globalization the importance of marketing in a social and sustainable manner will be reinforced so that marketing students can meet the challenges confronting them in their future career and employment outcomes.

Unit details

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Learning Outcomes

On successful completion of this unit, students will be able to:
  1. Analyse fundamental concepts, issues and benefits of marketing-related information systems;  
  2. Analyse how the key elements of the marketing mix contribute to an organisation's marketing strategy;  
  3. Compare alternative theories of consumer behaviour and contrast how they influence marketing activities;  
  4. Determine the practical implications of core marketing theory including marketing empirical generalisations, the Double Jeopardy and Duplication of Purchase laws;  
  5. Investigate marketing problems in business situations using marketing research and metrics, and effectively report, using appropriate verbal, written and visual modes of delivery;  
  6. Formulate basic marketing strategies that can be implemented to address marketing problems, and  
  7. Work collaboratively in teams to analyse, plan, design and evaluate approaches to unpredictable problems.  


Assessment type Description Grade
Assignment SWOT Analysis (500-600 word equivalent) 20%
Project Group Project (500-700 word equivalent) 20%
Assignment Promotional Plan (500-700 word equivalent) 20%
Examination Final Examination (2 hours) 40%
NESB students will have an additional 15 minutes reading time in the Examination.

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