Subject details

On successful completion of this subject, students should be able to:

  1. Examine and analyse the marketing concepts and principles; 
  2. Analyse marketing environments and an organisation’s place in various markets;
  3. Develop appropriate positioning and marketing strategies autonomously and in collaboration with others; 
  4. Work with others to critically evaluate an existing marketing campaign, including the ethical and social implications of the campaign; 
  5. Evaluate ethical, social responsibility, and legal aspects of an organisation’s marketing activity. 
    • Creating customer value and building relationships
    • Strategic marketing planning
    • Marketing environments
    • Consumer behaviour
    • Business-to-business marketing
    • Marketing research and information management
    • Market segmentation
    • Product planning
    • Distribution channels
    • Pricing
    • Integrated marketing communications
    • Ethical marketing and social responsibility

  • Study resources

    • Instructional methods

      • Discussion forum/Discussion Board
      • Glossary
      • Online Quizzes/Tests
      • Web links

    • Online materials

      • Online Assessment
      • Printable format materials
      • Quizzes
      • Resources and Links

In order to enrol in this subject, you must be accepted into one of the following degrees:

Core
  • ACU-MBA-MAS-2019

Special requirements

No special requirements

This subject examines the role of marketing within an organisation through synthesis of marketing theory and practice. This subject emphasises the integration of marketing concepts into coherent marketing planning. The subject also provides a foundation to effectively manage a marketing function and to establish an organisation’s future marketing direction. The subject addresses ethical considerations when analysing marketing processes in organisations.

A range of assessment procedures will be used to meet the unit learning outcomes and develop graduate attributes consistent with University assessment requirements. Such procedures may include, but are not limited to: essays, reports, examinations, student presentations or case studies.

  • Assessment 1 (30%)
  • Assessment 2 (30%)
  • Written Report (40%)

Textbook information is pending.

Related degrees

postgraduate ACU-MBA-MAS-2019

Master of Business Administration
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