Postgraduate TAS-BMA506-2023

Foundations of Marketing

Explore the marketplace and excel within it. Gain a competitive edge with your knowledge of the customer and their behaviour. Learn to segment, target, and position, considering both products and services. Grasp this essential business function.

From

$2,837 $0

Your upfront cost: $0

International student?

Duration

14 weeks

Study method

100% Online

Available loans

FEE-HELP

Assessments

100% online

Prior study

Not required

Start dates

20 Feb 2023
10 Jul 2023

Australia’s fourth oldest university, the University of Tasmania, is highly regarded internationally for teaching and academic excellence. The university offers more than 100 undergraduate degrees and more than 50 postgraduate programs across a range of disciplines. The university offers students a diverse range of opportunities, the chance to learn from leading experts, and excellent preparation for their future careers.

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2023

Subject details

What you'll learn

Upon completion of this subject, students should be able to:

Explain the fundamentals of marketing and converse in marketing language.
Apply theories to understand, assess, and target particular market segments.
Analyse marketing mix using fundamental marketing theories.
Present in oral and written format analysis of marketing situations.

Topics covered

- Week 1 - Overview of Marketing
- Week 2 - Analysing the Marketing Environment
- Week 3 - Segmentation, Targeting and Positioning
- Week 4 - Consumer Behaviour
- Week 5 - Digital Marketing
- Week 6 - No new content: Work on CSA
- Week 7 - Product and Branding Decisions; Developing New Products
- Week 8 - Pricing Concepts for Establishing Value
- Week 9 - Supply Chain, Channel Management and Retail
- Week 10 - Integrated Marketing Communications, Advertising and PR
- Week 11 - Services: The Intangible Product
- Week 12 - Review Case Study
- Week 13 - No new content: Work on CSB

Entry requirements

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

Core

Elective

TAS-MPA-MAS-2022
TAS-SCM-GDI-2022
OUA-PSU-GCE-2022
TAS-SCM-GDI-2023
OUA-PSU-GCE-2023

Additional requirements

No additional requirements

Description

Marketing is a business function that goes beyond the mere act of selling or advertising, it encompasses the entire process through which value is created, captured and offered to customers. It is critical that organisations establish and maintain relationships with customers to achieve and sustain a competitive advantage. In order to compete effectively in an increasingly dynamic global market, managers must be cognisant of the importance of marketing and how it contributes to the achievement of strategic goals.

The focus of this subject is to develop your knowledge of what marketing is, how it works and why it is important in a business context. It provides you with a comprehensive description of the key theories and concepts upon which the marketplace can be understood, assessed and targeted. This subject will equip you with the foundational knowledge and skills required to engage in and manage the process through which a firm’s value offerings are marketed to customers.

Assessments