fundamental of marketing

Topics: Marketing, Ethics, Philosophy Pages: 2 (261 words) Published: January 26, 2014
Fundamentals of Marketing
Aims and objectives
At the conclusion of this unit of study, the successful student will have acquired an understanding of key Marketing concepts and their application to modern business. This understanding of Marketing will also aid in the understanding of other disciplines in the Bachelor of Business/Commerce as well as providing a strong philosophical foundation for the vocational study of Marketing. In addition, students will have started the journey towards graduation and as such, this unit of study aims to provide students with opportunities to develop graduate attributes. This unit of study provides students with a series of learning opportunities designed to explore basic business and Marketing concepts from a variety of viewpoints including theoretical and applied perspectives. On successful completion of this unit, student will be able to:

Demonstrate a broad understanding of the major conceptual and theoretical principles upon which the practice of marketing is based Identify marketing management tasks and understand how marketing fits into the organisational environment Appreciate the diverse environments in which marketing operates Identify and describe ethical issues as they occur in marketing contexts Appropriately communicate marketing ideas in written and oral form Apply marketing concepts and principles in a realistic setting

Students will be briefly introduced to the following concepts:
Understanding marketing: managerial philosophies
Ethics and marketing compliance
The Marketing Management Process
The global marketing environment
Consumer behaviour
Business-to-business behaviour
Information management and market research
Market segmentation, targeting and positioning
Marketing strategies: the 4Ps and 7Ps
Strategic marketing and planning
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