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Established in 1991 after amalgamating four eastern Australian Catholic tertiary institutes, Australian Catholic University now has seven campuses, from Brisbane to Melbourne and welcomes students of all beliefs. Specialising in arts, business, education, health sciences, law, theology and philosophy, ACU encourages its students to think critically and ethically and bring change to their communities and offer this online through Open Universities Australia.
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On successful completion of this subject, students should be able to:
- Analyse marketing concepts, principles and frameworks in a range of marketing contexts
- Examine social and environmental responsibility, and legal challenges for professional marketing practice in a range of scenarios
- Formulate competitive branding and marketing strategies for real world scenarios
- Work collaboratively to analyse and solve real world marketing management problems
- Critically reflect on the marketing skills required to solve complex marketing problems in diverse marketing contexts
- Marketing ideologies and contexts (eg marketing in different types of ventures)
- Marketing’s social responsibility and its impact on stakeholder’s well-being
- Strategic marketing planning
- Understanding markets and considering environmental issues
- Understanding consumer behaviour
- Creating competitive position and building market share
- Communicating competitive position and building brands
- Digital and entrepreneurial marketing
- Measuring marketing success and performance metrics
- The marketing profession
In order to enrol in this subject, you must be accepted into one of the following degrees:
No additional requirements
In this unit students will learn key marketing concepts including market orientation, customer acquisition, market offering and design, market environmental scanning, positioning, brand management and the customer experience. Students will examine the role of ethics, law and societal marketing in developing social understanding in a marketing context. Students will examine current marketing practice in a diverse range of marketing contexts and will be introduced to the marketing functions required to establish competitive positioning and manage marketing decisions in the firm. This unit will provide students with the skills to effectively evaluate, manage and design the marketing function and to contribute to a firm's future marketing direction through applying modern marketing thought.
In order to pass this unit, students are required to complete and submit three graded assessment tasks. In addition to this, students must obtain an aggregate mark of greater than 50%
- Analytical report (25%)
- Leading discussion on marketing Live case (35%)
- Marketing Skills Report (40%)