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2009 Unit Profile
Unit Code
MAR110
Unit Title
Marketing Concepts
Provider
Swinburne University of Tnlgy
Unit Type
UGD
Level
Undergraduate Level 1
EFTSL
0.125
Mode
Online + extra print materials
Unit Overview
Learn the fundamental concepts of marketing. This unit allows you to explore basic business and marketing concepts and theories, but has a practically - oriented perspective that relies heavily on applying the theoretical knowledge to real-life situations. Particular emphasis is given to the role that marketing plays in any organisation's core processes of creating and adapting to changes in its external and internal environments, understanding the ever-changing dynamics of client-organisation relationships, fulfilling the needs and wants of all stakeholders in ways that also satisfy the organisation's goals (both economic and social).
Topics
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13.
Learning Outcomes
At the end of the unit, the successful student will have acquired an in-depth understanding of the key marketing concepts and their application to modern business and other types of organisations. They should at least be able to: - communicate to others the real role that marketing plays in the modern world environment; - explain the concepts and practices typically used by marketers to influence and guide the actions of others; - relate the marketing theories that one learns to everyday practice; - discuss sensibly the implications of marketing in their day-to-day lives.
Assessment
-
What is (and what is not) marketing? The Marketing Concept and its evolution Buyer behaviour (both B2C and B2B) Marketing Research Market Segmentation The Marketing Mix (The 4 P's Product (including The Promotional mix (Advertising, Personal Selling Business-to-Business (B2B) marketing New Product Development, along with ongoing Produc Marketing strategy, planning and implementation International and global marketing issues. Marketing for Not-For-Profit organizations Marketing and Society (including ethical issues)
Assignment 1 (15%) Assignment 2 (25%) Examination (50%) Exercises (10%)
Prerequisites Special Requirements
- Access the Internet
Page 1
2009 Unit Profile
Set Text
- Pride, Elliott et al (2007), Marketing - Core Concepts and Applications (2nd ed.) , Asia-Pacific
Page 2
Unit Code
MAR110
Unit Title
Marketing Concepts
Provider
Swinburne University of Tnlgy
Unit Type
UGD
Level
Undergraduate Level 1
EFTSL
0.125
Mode
Online + extra print materials
Unit Overview
Learn the fundamental concepts of marketing. This unit allows you to explore basic business and marketing concepts and theories, but has a practically - oriented perspective that relies heavily on applying the theoretical knowledge to real-life situations. Particular emphasis is given to the role that marketing plays in any organisation's core processes of creating and adapting to changes in its external and internal environments, understanding the ever-changing dynamics of client-organisation relationships, fulfilling the needs and wants of all stakeholders in ways that also satisfy the organisation's goals (both economic and social).
Topics
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13.
Learning Outcomes
At the end of the unit, the successful student will have acquired an in-depth understanding of the key marketing concepts and their application to modern business and other types of organisations. They should at least be able to: - communicate to others the real role that marketing plays in the modern world environment; - explain the concepts and practices typically used by marketers to influence and guide the actions of others; - relate the marketing theories that one learns to everyday practice; - discuss sensibly the implications of marketing in their day-to-day lives.
Assessment
-
What is (and what is not) marketing? The Marketing Concept and its evolution Buyer behaviour (both B2C and B2B) Marketing Research Market Segmentation The Marketing Mix (The 4 P's Product (including The Promotional mix (Advertising, Personal Selling Business-to-Business (B2B) marketing New Product Development, along with ongoing Produc Marketing strategy, planning and implementation International and global marketing issues. Marketing for Not-For-Profit organizations Marketing and Society (including ethical issues)
Assignment 1 (15%) Assignment 2 (25%) Examination (50%) Exercises (10%)
Prerequisites Special Requirements
- Access the Internet
Page 1
2009 Unit Profile
Set Text
- Pride, Elliott et al (2007), Marketing - Core Concepts and Applications (2nd ed.) , Asia-Pacific
Page 2
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