MKTG1001Foundations of Marketing

Course handbook

Description

To achieve business success requires constant review of marketing strategies and maintenance of marketing knowledge. Foundations of Marketing introduces the 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.

Availability2020 Course Timetables

Learning outcomes

On successful completion of the course students will be able to:

1. Evaluate the key concepts and principles of marketing in an applied setting

2. Critically evaluate the components of the marketing mix using marketing theory and frameworks

3. Conduct a current Situation Analysis of a company/product/brand

4. Create a written report suitable for a business audience

5. Access, analyse, evaluate and synthesise information appropriate for marketing activities

6. Work collaboratively to challenge and develop ideas, and to communicate outcomes

Content

The topics in this course include the following:

1. Key Marketing Concepts
2. Consumer Behaviour
3. Market Segmentation, Targeting and Positioning
4. Products, Services and Brands
5. New Products and Price
6. Place - Distribution
7. Integrated Marketing Communications
8. Micro and Macro Environment
9. Market Research
10. SWOT Analysis
11. The Augmented Marketing Process

Requisite

This course replaces MKTG2100. If you have successfully completed MKTG2100, you cannot enrol in this course.

Assessment items

Quiz: Multiple-choice quiz

Written Assignment: Marketing Report

Written Assignment: Group Situation Analysis

Formal Examination: Formal exam

Contact hours

Ourimbah, Newcastle City Precinct and PSB Singapore