791-226 Marketing I

Credit Points

HECS Band

Coordinator

Semester

Contact

Subject Description

The objective of this subject is to enable students to:

• understand the major principles of marketing practice;

• understand the concept of the four 'p's';

• analyse simple marketing problems;

• gain an understanding of the principles of market research;

• identify marketing management tasks and how marketing fits into the organisational environment.

The content includes: The evolution of marketing and how the main marketing principles have evolved. An introduction to the marketing environment including both the micro and macro environments. The concepts of buyer behaviour, target marketing and segmentation, new product development and the product life cycle.

Assessment

Two hour examination (50%); assignment of 2000 words (20%); case study (30%).