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The unit aims for students to appreciate and apply the concepts and practices of modern marketing science. It covers various marketing principles, concepts, and tools related to marketing. This unit explores fundamental theories of marketing and their various applications, i.e. creating and delivering customer value, facilitating vital customer satisfaction and relationships leading to sustainable profitability. This unit also focuses on social responsibility and ethics in marketing, marketing mix tools, consumer behaviour, and customer-driven marketing strategy decisions, including market segmentation, positioning and target marketing. During the study of this unit, students will gain competency to undertake and prepare a basic marketing plan which involves analysis, decisions and processes in order to launch a new product/service in a given industry in the Australian market.