Principles of Marketing

Course code MKTG2100Units 10Level 2000Faculty of Business and LawNewcastle Business School

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.

Available in 2015

Callaghan CampusSemester 1, Semester 2
OurimbahSemester 1
UoN SingaporeTrimester 1
Previously offered in 2014
ObjectivesAt 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.
ContentLectures 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
TransitionThis course is not available to students who have successfully completed MKTG1000.
Industrial Experience0
Assumed KnowledgeNil
Modes of DeliveryInternal Mode
Teaching MethodsLecture
Assessment Items
Examination: Class
Essays / Written Assignments
Examination: FormalIn 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 HoursLecture: for 2 hour(s) per Week for Full Term
Tutorial: for 1 hour(s) per Week for 12 weeks
Timetables2015 Course Timetables for MKTG2100