208-118 Principles of Marketing

This subject introduces the marketing activities undertaken by a wide range of organisations (business, government, profit, non-profit), marketing theory, the marketing concept and its evolution. In particular the subject focuses on the development of corporate and marketing strategic plans; analysis of an organisation and marketing's role, value-exchange processes, buyer behaviour, marketing research and market analysis, the marketing environment, the use of marketing decision making tools; product concepts, strategies and development; distribution, pricing and communication mix strategies; services marketing; marketing management, implementation and control processes and procedures.

Topics include: introduction to marketing; strategic planning and marketing; the marketing environment; market research and information systems; target marketing and segmentation; consumer marketing; products brands packaging and services; new product development; pricing decisions; distribution decisions; promotion decisions; and international marketing.

A 3-hour end-of-semester examination (50%) and assessment of tutorial worksheets (50%, equivalent to 5000 words in total).