793-415 Equine Marketing

Credit Points

HECS Band

Coordinator

Semester

Contact

Subject Description

On completion of this subject, students will be able to demonstrate an ability to:

• understand the marketing concept as it relates to the equine industry and in particular the bloodstock industry;

• recognise the interdependence of the marketing mix components;

• understand and be able to analyse the current marketing systems utilised in the equine industry;

• analyse an existing business and/or organisation, assess its marketing effectiveness and efficiencies and develop strategies which will significantly improve the business's and/or organisation's future success;

• develop a marketing plan and discuss the methods used to obtain the relevant information on which marketing decisions will be made;

• describe the differences of marketing products and services in the international market and be capable of developing an international marketing plan;

• demonstrate an ability to understand the current and growing importance of services marketing to the equine industry.

The content includes: The marketing concept, segmentation and target marketing, price strategies, product strategies, distribution and logistics strategies, promotion strategies; application of strategic marketing strategy; marketing research methodology; developing marketing plans; services marketing; international marketing; alternative selling methods.

Assessment

Marketing plan of 2000 words (40%); report of 1500 words (30%); group marketing project report of 2000 words and oral presentation (30%).