Introduction to Marketing
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QS RANKING 2022
Times Higher Education Ranking 2022
By the end of this course students will be able to:
- Understand the importance in business practice of being marketing oriented;
- Evaluate market conditions and customers needs when forming marketing strategies;
- Describe a range of common strategies for use with each of the various Marketing mix tools: product, pricing, promotion, and distribution;
- Recommend and justify an appropriate mix of such strategies to form a cohesive overall strategy to address given marketing tasks or situations; and
- Use examples from current events and real-world marketing situations to apply, illustrate and discuss different marketing strategies.
- Marketing Strategy
- Consumer Decision Making
- Segmenting and Targeting Markets
- Managing Products and Services
- Distribution and Pricing
- Promotion Part 1
- Promotion Part 2
- Market Research
- Course Summary
In order to enrol in this subject, you must be accepted into one of the following degrees:
- Equipment requirements - Headphones or speakers (required to listen to lectures and other media). Headset, including microphone (highly recommended). Webcam (may be required for participation in virtual classrooms and/or presentations).
- Software requirements - It is essential for students to have reliable internet access in order to participate in and complete your units. MyUni is the University of Adelaide's online learning environment. MyUni provides access to various features including announcements, course materials, discussion boards and assessments.
This course is designed to provide students with an understanding of the principles of Marketing. There will be a focus on the management of the marketing activities and how marketing relates to overall organisational functioning, including the management of exchange processes between business units and consumers and between firms. It will include topics such as environmental analysis, industry and competitor analysis, objective setting, marketing strategies, and marketing mix components such as pricing, distribution, product and service development, and promotion including both traditional and digital marketing communication. Additionally, the course will provide opportunities for the practical implementation of the concepts covered and the development of problem-solving skills by means of face-to-face seminars and tutorials, and online learning.
There are three (3) pieces of assessment in this subject, a written critique on a recent marketing activity by a business, discussion engagement in weekly forums and a staged development of a marketing plan. All pieces of assessment will assess your understanding of subject content and your ability to integrate information and critically analyse and improve your understanding of broader marketing activities and how they fit within the management of a business and its overall strategy.
- Marketing Critique (10%)
- Discussion Engagement (10%)
- Staged Development of a Marketing Plan (80%)
Current study term: 04 Sep 22 to 28 Oct 22
Mktg4, 4th ed.
Lamb, C.W., et al.
Bachelor of International Business
- Bachelor of International Business