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The basic theoretical framework of marketing, including segmentation, buyer behaviour, product management, market communications, channel management and pricing decisions are introduced in this subject. Students are also introduced to basic concepts in market research and management of marketing programs.
Intended learning outcomes
On completion of this subject, students should:
- Have knowledge and comprehension of basic theories and models within marketing
- Be able to analyse and critically evaluate marketing practice and explain why some marketing activities are more successful than others
- Be capable of applying creativity and knowledge of major theories and models to marketing problems presented in case studies and assignments
- Gain first-hand knowledge of emerging marketing theories through participation in marketing research studies
- High level of development: written communication; collaborative learning; problem solving; team work; application of theory to practice; interpretation and analysis; critical thinking; synthesis of data and other information; evaluation of data and other information; accessing data and other information from a range of sources.
- Moderate level of development: oral communication; receptiveness to alternative ideas.
- Some level of development: use of computer software, participation and engagement in research studies
Last updated: 6 December 2019