Marketing is the process whereby business organisations take the goods and services they produce from the development of the initial concept of providing something of value, through to its eventual purchase and use by consumers. With the steady rise in material wealth across the world, and exponential increases in access to timely and specific information, in the twenty-first century consumers have more power than ever to dictate to business organisations the nature of the goods and services they want and need. Allied with this increase in consumer power is the greatly enhanced scope and scale of marketing channels available to businesses to promote their brands, with the associated increase in competition for consumers’ attention. To assist in business success, marketing responsibilities are no longer limited to a specific department but require the whole firm to work in an integrated way to achieve its goals. Students will gain knowledge about the stages in the marketing process, and skills to make effective decisions to market products and services in an international context.
Availability2021 Course Timetables
Sydney Elizabeth Street
- Trimester 1 - 2021
- Trimester 3 - 2021
On successful completion of the course students will be able to:
1. Explain and apply knowledge of the key stages in the marketing process.
2. Critically analyse and evaluate a market/marketing problem.
3. Use expert judgement in providing solutions to complex marketing problems.
4. Engage effectively in leadership of, and participation in, group problem-solving processes.
The content in the course includes the following:
- Defining Marketing issues for the 21st Century
- Developing marketing strategies and plans
- Capturing marketing insights
- Connecting with Customers
- Accessing, and engaging with, global markets
- Building strong brands
- Creating value
- Delivering value
- Communicating value
- Conducting marketing responsibly and sustainably
- Marketing across cultures
To enrol in this course you must be active in the Master of Business Administration (Global) programs  or .
Written Assignment: Individual Marketing Report
Written Assignment: Group Marketing Plan
Report: Individual Report on Group Problem Solving and Teamwork
Sydney Elizabeth Street
Face to Face On Campus 3 hour(s) per Week for 12 Weeks starting in week 1
This course consists of 36 hours of lecturer-guided instruction per teaching period offered in three-hour workshops per week.