In this subject, students will study marketing principles and practice. A key focus of this subject will be the development of digital communication, presentation skills and discipline knowledge that are integral to the marketing profession and for success in business. Through the integration of these skills within the subject, you will develop transferable skills that will be used throughout your business career to engage with a range of stakeholders. Topics will cover the marketing concept, the marketing environment, buying behaviour in consumer and organisational markets, customer segmentation, targeting and positioning, developing the Marketing Mix, and the implementation and control of marketing programs in the digital era. This subject provides a sound foundation for further marketing, whether as single subjects or within a marketing major.