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Marketing - ZBUS8204

Faculty: UNSW Canberra at ADFA

School: School of Business @ UNSW Canberra at ADFA

Course Outline: https://gateway.unsw.adfa.edu.au/isas/current_students/outlines/index.html

Campus: UNSW Canberra at ADFA

Career: Postgraduate

Units of Credit: 6

EFTSL: 0.12500 (more info)

Indicative Contact Hours per Week: 3

Enrolment Requirements:

Restricted to students enrolled in Graduate Diploma or Masters programs.

CSS Contribution Charge: 3 (more info)

Tuition Fee: See Tuition Fee Schedule

Further Information: See Class Timetable

View course information for previous years.

Description

The course offers a comprehensive survey of the vocabulary, concepts, and techniques of marketing. The course develops a systematic approach for examining the successful delivery of product, place, promotion, pricing, positioning, and service, with the end goals of creating product value and customer satisfaction. The course aims to integrate marketing analysis and research plans, information on consumer behaviour, target segments, strategy development, brand management, global marketing, and social responsibility. The course is designed for managers in both profit and non-profit organisations and examines marketing across a variety of industries and institutions.

Learning Outcomes

On successful completion of this course, you will be able to describe:

How to apply a wide range of marketing concepts to solving marketing-related problems
The two fundamental paradigms of marketing: the “4P’s” and relationship marketing
Factors to take into account in developing pricing, promotion, distribution and product strategies
How to develop marketing-related proposals

Delivery Mode

Distance

Topics

Marketing and Strategy
The Marketing Environment
Marketing Research
Target Markets
Customer Behaviour: B2C and B2B
Promotion
Product
Distribution (Place)
Pricing
Ethics in Marketing

Assessment

There are four assessment tasks in this course

Mini Essay 15% 1000 words
Business Case 30% 1500 words
Marketing Strategy 45% 3000 words
Online Participation 10% 3 x 100 words

Course Texts

Prescribed Texts:
Pride, William M & Ferrell, O. C. 2011, “Marketing”, 16th Ed, Cengage ISBN-13: 9780538475402

Resources

Nil