Unearth marketing – from concepts through to its role in society. You’ll learn to apply marketing to business problems, considering buyer behaviour, market segmentation, target markets, positioning, the product lifecycle, ethics and more.
Enrolments for this year have closed. Keep exploring subjects.
QS RANKING 2021
Times Higher Education Ranking 2021
At the completion of this subject students will be able to:
- identify and explain the meaning and relevance of key marketing concepts within a global context
- apply key marketing concepts to 'real world' situations
- develop sound recommendations and marketing strategies in 'real world' situations
- demonstrate sound verbal and written marketing communication skills.
- Introduction: An Overview of Marketing
- Segmenting and Targeting
- Consumer Decision Process
- The Marketing Environment
- Developing and Managing Products
- Product Concepts
- Pricing Concepts
- Supply Chain Management and Marketing Channels;
- Retailing; Services
- Marketing Communications
- Public Relations and Sales Promotion
- Social Media and Marketing
You should not enrol in this subject if you have successfully completed any of the following subject(s) because they are considered academically equivalent:
No additional requirements
Understanding the role marketing plays in business and society; The global marketing environment; Consumer buyer behaviour; Market segmentation, target marketing and positioning; New product development and the product life cycle; Marketing Strategies (the 4 P's) - product, price, place and promotion; Ethics in marketing.
Please Note: If it’s your first time studying a Curtin University subject you’ll need to complete their compulsory ‘Academic Integrity Program’. It only takes two hours to complete online, and provides you with vital information about studying with Curtin University. The Academic Integrity Program is compulsory, so if it’s not completed your subject grades will be withheld.
Find out more about the Academic Integrity module.
- Individual Assignment (35%)
- Marketing Plan Presentations (30%)
- Marketing Plan (35%)
Current study term: 29 Aug 21 to 28 Nov 21
MindTap for MKTG, 12th ed. (digital copy)
Charles W. Lamb, et al.