Course Description

Course Name

Marketing Management

Session: VDNS3121

Hours & Credits

18 Contact Hours

Prerequisites & Language Level

Taught In English

  • There is no language prerequisite for courses at this language level.

Overview

An introduction to the marketing environment, customer types, buyer behaviour, market segmentation and product, pricing, distribution and promotion issues in the context of domestic and international product and service markets.

Taking a firm centric perspective, this paper considers how marketing management creates value for an organisation through the integration of market and customer information.

Teaching Arrangements
Every week students must attend two 50-minute lectures and participate in one 50-minute tutorial when scheduled.

Learning Outcomes
On completion of this course students should:
- Have a sound managerial perspective on contemporary marketing practice
- Understand theoretical and practical marketing problems and decisions
- Appreciate the internal and external forces that influence decisions
- Understand the marketing mix and how to manage the constituent parts
- Understand industrial, consumer, product and service markets
- Understand the marketing planning process
- Be able to produce a one-year marketing plan

Textbooks
Marketing (2013): Kotler, P., Burton, S., Deans, K., Brown, L., and Armstrong, G. Pearson Education, Australia, 9th Edition.

*Course content subject to change