792-168 Marketing I

Credit Points

HECS Band

Coordinator

Semester

Contact

Subject Description

The objective of this subject is to enable students to:

• develop an appreciation of marketing principles;

• determine the business's client base;

• develop appropriate market strategy for servicing client needs;

• develop appropriate market strategy for introducing new products or extending the present market position;

• understand the effect of culture on buyer behaviour and market strategy.

The content includes: Marketing and society, marketing as a business component, marketing development, terminology, philosophies and components, the consumer in the market place, the agricultural marketing chain and the different consumer bases, marketing strategy, marketing basics and benefits, product/service portfolio management, market opportunities, market segmentation and penetration, new market and product opportunities, the market needs equation, consumer buying process, consumer cultural and sub-cultural effects on the market offering, determining the client base and purchase potential.

Assessment

Internal students - objective tests (20%), assignments (40%), 2-hour examination (40%). External students- two assignments (50% each).