Not available in 2012
Previously offered in 2011, 2010, 2009, 2008, 2007, 2006, 2005, 2004
Marketing functions, activities and processes that deliver value to customers help create sustainable competitive advantage for organisations. Foundations of Marketing Theory examines how to undertake marketing, addressing key issues such as market definition, segmentation, targeting and positioning, marketing research, product and brand offerings, pricing strategy, distribution channels and marketing communications. The application of the theories, concepts and practices of modern marketing is investigated utilising both national and international case studies, as well as through individual and group assessments.
On successful completion of this course, students will be able to:
1. Demonstrate a comprehensive understanding of the role of marketing within the organisation;
2. Examine and apply a strategic approach to marketing issues and decisions;
3. Apply marketing theories to analyse and solve marketing problems;
4. Engage in independent and collaborative work processes;
5. Effectively communicate marketing knowledge in oral and written contexts.
The course looks at all aspects of marketing, starting with the nature of marketing, its role in organisations, its role in business strategy, a strategic planning framework, understanding consumer behaviour in both consumer and business markets, market segmentation, targeting and positioning, the importance of competitive advantage, market research and the marketing environment, distribution, product, pricing and promotional decisions.
No prior knowledge of marketing theory is necessary however it is expected that students have the required academic skills in information collection, evaluation, compilation and presentation.
Modes of Delivery
Flexible Delivery / Student Centred Learning
Problem Based Learning
Lecture: for 3 hour(s) per Week for 12 weeks