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.
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.
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