Subject details

At the completion of this subject students will be able to:

  1. examine the wider role of marketing within the firm, business and society taking into consideration ethics and corporate social responsibility
  2. work independently and in teams to develop solutions to ‘real life’ business marketing situations
  3. examine key marketing models and concepts and how these help guide a firm’s business practices
  4. investigate current issues in marketing environments and their impact upon employment trends
  5. compare and contrast the challenges and opportunities of marketing both locally and internationally utilising a ‘real client’ case study.

  • Topics

    • Introduction to Marketing: Creating customer value and satisfaction
    • Client Introduction: Guest Speaker
    • Digital Marketing: Marketing Ethics, Sustainability & CSR
    • Analysing the Marketing Environment
    • Consumer Behaviour: Segmenting, targeting & Positioning
    • Marketing Research
    • Product and Branding decisions
    • Developing new products: Supply chain, channel management & Retail
    • IMC, Advertising & PR
    • Services: The intangible product

  • Study resources

    • Instructional Methods

      • Audio/Video conferencing
      • Blog
      • Virtual Classroom
      • Podcasting/Leacture capture

    • Online Materials

      • Audio-Video streaming
      • FAQs
      • Online Assessment
      • Resources and Links

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

Core
  • CUR-MMK-MAS-2018
  • CUR-MMK-GDI-2018
  • CUR-MMK-GCE-2018

Special requirements

No special requirements

This subject introduces students to the marketing discipline, the marketing environment and the key application of marketing principles. In this subject students work with real clients in a ‘work integrated learning’ environment.

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.

  • Client Brief (35%)
  • Case Study (30%)
  • Presentation and Project Report (35%)

Textbooks are subject to change within the academic year. Students are advised to purchase their books no earlier than one to two months before the start of a subject.

View textbooks

Related Degrees

postgraduate CUR-MMK-MAS-2018

Master of Marketing

postgraduate CUR-MMK-GDI-2018

Graduate Diploma in Marketing

postgraduate CUR-MMK-GCE-2018

Graduate Certificate in Marketing