792-175 Marketing II

Credit Points

HECS Band

Coordinator

Semester

Contact

Subject Description

The objective of this subject is to enable participants to:

• understand the components of the market mix and their application in the marketing process;

• develop product/service offering strategy;

• appreciate the role of market research to a business;

• design, conduct and analyse a simple consumer survey;

• understand the difference between servicing a client needs with known products and techniques involved in marketing new products.

The content includes: Marketing techniques as applied to individual products or services to develop uniqueness and the provision of benefits that result in repeat purchase. The market mix concept applied to manufacturers and retailers, new products and mature products, for the provision of physiological through to self actualisation needs. Market mix profiles. Products, associated services, brands and packaging; price, price variations, credit and transport and handling terms; place of purchase, storage, inventory and physical, spatial and temporal movement of product; promotion and advertising, special promotions, personal selling and public relations. Product live cycle and market mix interaction. The importance of market feedback. The design and conducting and analysis of simple research surveys.

Assessment

Internal students - Objective tests (20%), assignments (20%), market survey (20%), marketing plan (15%) and one 1-hour examination (25%). External students - Two assignments (60%; 40%).