MKTG2100

Principles of Marketing

Faculty of Business and Law Newcastle Business School

10 Units 2000 Level Course

Available in 2014

Callaghan Campus	Semester 1, Semester 2
Ourimbah	Semester 1
UoN Singapore	Trimester 1

Previously offered in 2013, 2012, 2011, 2010, 2009, 2008

To achieve business success requires constant review of marketing strategies and maintenance of marketing knowledge. The Principles of Marketing introduces foundational concepts/frameworks in marketing and develops both strategic and short-term marketing and planning perspectives. Topics include the marketing environment, market segmentation, new product development and the marketing mix, as well as mix interactions, strategies, implementations and controls. This course develops communication and team processes which are valued attributes within marketing environments.

Objectives

At the successful completion of the course you will be able to:
1. Examine and discuss the key concepts and principles of marketing;
2. Identify and explain the main factors involved in understanding the marketplace;
3. Demonstrate an integrative understanding of the steps involved in marketing planning;
4. Analyse the components of the marketing mix;
5. Access, analyse, evaluate and synthesise information appropriate for marketing activities.
6. Work collaboratively to challenge and develop ideas, and to communicate outcomes in both oral and written contexts.

Content

Lectures may include, but will not be restricted to, the following topics:
1. Marketing overview & the environment
2. Strategic & Marketing Planning
3. Marketing Research
4. Markets & Buyer Behaviour
5. Segmentation Targeting and Positioning
6. New Product Development Strategy
7. Products, Services and Experience
8. Pricing and Distribution Strategy
9. Promotion and Marketing Communication Strategy
10. International Marketing
11. Creating Competitive Advantage

Replacing Course(s)

MKTG1000

Transition

This course is not available to students who have successfully completed MKTG1000.

Industrial Experience

Assumed Knowledge

Nil

Modes of Delivery

Internal Mode

Teaching Methods

Lecture
Tutorial

Assessment Items

Examination: Class
Essays / Written Assignments
Examination: Formal	In order to pass this course each student will need to: a) submit all assessment tasks, b) achieve an overall mark of at least 50 percent of the total available marks, AND c) pass the final examination (achieve 50 percent in the exam paper).
Group/tutorial participation and contribution
Presentations - Tutorial
Quiz - Class

Contact Hours

Lecture: for 2 hour(s) per Week for Full Term
Tutorial: for 1 hour(s) per Week for 12 weeks

Timetables