Resources

Essential Information

Offered:

  • SP1, 2008
  • SP2, 2008
  • SP3, 2008

Core Unit for:

Elective Unit for:

Assessment:

  • Assignment 30%
  • Examination 70%

Pre-Requisites:

  • None

UNIT 401: MARKETING


Overview

The objective of this unit is to give an overview of the theory and practice of marketing. It focuses on management of the marketing function and the tasks of marketing strategy development, planning, and implementation.

Aims

After studying this unit you should be able to:

  • understand what is meant by a marketing philosophy
  • explain how marketing is a process of matching the organisation's resources with the needs of its customers and simultaneously creating value for customers and the organisation
  • identify and describe the role of each of the constituent elements of the marketing mix
  • describe the marketing strategy and planning process
  • apply various marketing analysis tools and techniques to help develop marketing objectives from which marketing strategies flow
  • explain how a marketing audit is conducted
  • identify the importance of developing and sustaining a competitive advantage
  • explain the various approaches to segmenting markets, identifying target markets and positioning products
  • outline the marketing research process and identify a range of methods of acquiring, using and storing data
  • describe the five tools of the promotional mix and explain the purpose and importance of integrated marketing communication and promotion strategies
  • discuss the importance of relationship marketing in providing value to the organisation
  • recognise and discuss the strategic marketing issues relevant to various market participants.

Topics

  • The discipline of marketing
  • Marketing strategy and planning
  • The marketing environment & marketing analysis
  • Segmentation, targeting and posititioning-the essentials tasks of marketing
  • Marketing research and buyer behaviour
  • Product
  • Place (distribution channels)
  • Pricing
  • Integrated marketing communication & promotion strategies
  • Relationship marketing

Unit Chair

Al Marshall
BA (Pol Sci. & Soc.) BA Hons (Intl Pol) MA (Intl Pol) Grad Dip (Mktg)

Al is a Lecturer in Marketing at Australian Catholic University and UNSW. His specialist areas are international marketing, e-marketing, marketing communications and marketing research. He is also the principal of Brand Life, a consumer and business-to-business research and planning agency, which works with services marketers on branding, positioning, new products and marketing communications issues. He is an active member of the Market Research Society of Australia, and regularly presents at industry conferences. He is currently undertaking his doctorate in consumer behaviour.

Study Guide Author

Craig Tapper
BA, MCom(Mkting), MBA, FAICD, AAMI, CPM, SIA (Aff)

Craig's career includes more than 20 years experience at senior levels in the public sector and private industry in both Australia and the UK. Since 1991 Craig has been a part-time lecturer in postgraduate programs in Business Planning, Marketing and Management at Sydney University, the University of Technology, Sydney, the University of NSW and the Australian Graduate School of Management in Australia and Hong Kong. As well as teaching, Craig works as a consultant to major companies and government departments helping them carry out governance and management reviews, marketing strategy development and planning, market and social research and policy development.