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This subject introduces key marketing concepts, analytical methods and decision tools necessary for understanding the social complexity and dynamic nature of marketing situations facing organizations, and to enable students to develop marketing strategy and plans in different contexts. The subject explains the rationale and processes behind key concepts such as customer perceived value, the marketing mix, market segmentation, targeting and positioning. Students are expected to apply these concepts to generate a strategic marketing plan which demonstrates how an organization intends to communicate and deliver value to customers and build competitive advantage for the organization.
In completing TMKT601, each student will be required to complete the Graduate Skills Development Module “Investigative Research”.