1 x 2-hour lecture weekly
1 x 1-hour tutorial weekly
5 x 1-hour seminars per semester
Enrolment not permitted
1 of BUSN1206, BUSN2015, BUSN2025 has been successfully completed
Topic description

This topic aims to provide students with an introduction to the concepts and tools used in marketing management. Concepts such as: market segmentation, consumer behaviour, marketing mix (product, place, price and promotion), branding and marketing are discussed. These fundamental concepts provide a foundation/framework within which to work. The topic concludes by discussing issues such as internet marketing, marketing strategy and planning. In addition, this topic aims to develop students' team skills.

Educational aims

This topic is structured such that the basic concepts and principles of marketing management are introduced, providing students a foundation/framework within which to work. Students will be required to apply these concepts in their assignment. Students will compare the theories they learn in the class with marketing practices in the real world situations. To improve student team skills, group assessment has been included.

Expected learning outcomes
On completion of this topic you will be expected to be able to:

  1. Discuss the key marketing concepts and how they are applied within the business context
  2. Demonstrate understanding of marketing mix through application to a marketing scenario
  3. Evaluate and discuss factors that influence marketing decisions and consumers’ response to marketing decisions
  4. Communicate and debate on various marketing issues in relation to elements of marketing mix, consumer behaviour, branding and use of various marketing tools
  5. Compare and contrast marketing theories and practices
  6. Recognise the importance of marketing concepts such as marketing segmentations, targeting, consumer behaviour, marketing mix and so on in the overall marketing planning and strategy formulation