Principles of Marketing

• • Week 1 - Marketing: Creating and capturing customer value
  • Week 2 - Marketing environment
  • Week 3 - Buyer Behaviour
  • Week 4 - Segmentation, Targeting and Positioning
  • Week 5 - Product
  • Week 6 - Pricing
  • Week 7 - Placement / Distribution
  • Week 8 - Promotion
  • Week 9 - Individual Case Study Drop-in Session
  • Week 10 - Marketing Strategy
  • Week 11 - Sustainable Marketing
  • Week 12 - Services marketing
  • Week 13 - Review

You won't be able to enrol into this subject if you've already successfully completed or currently enrolled in the following subject(s) as they are considered anti-requisites due to the similarity of the content.

• TAS-ZAA134-Business Marketing
• TAS-BMA251-Principles of Marketing (No longer available)

Additional requirements

No additional requirements

Marketing is the practice of managing an organisation's market offerings to create value-laden customer exchanges. Adopting a market orientation means organisations allow their marketing practices to be responsive to opportunities, and threats presented in the business environment. This responsiveness enables them to compete effectively in an increasingly dynamic global marketplace. This subject explores the basic principles and concepts that underpin marketing. Students will be introduced to theories supporting market segmentation, target marketing, positioning and the marketing mix. This subject provides students with the foundational knowledge on how firms market products, and an understanding of the role of marketing within the organisational, business and social environment. This subject will help students to develop skills in the application of marketing concepts to practical business problems in order to identify potential marketing solutions.

• Final Exam (40%)
• Marketing Plan Proposal (30%)
• Marketing Plan Report (30%)

For textbook details check your university's handbook, website or learning management system (LMS).