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Marketing Principles
UoS Code MKTG5001
Credit points 6
Offered Semester 1, Semester 2 and Summer
Prerequisites
Corequisites
Prohibitions
Assumed Knowledge
Additional Information
Lectures 3 hrs per week
Assessment In-class quizzes; Final exam; Team assessment.
Description This unit introduces students to the basic principles and language of marketing theory and practice. Marketing principles are examined in relation to a wide variety of products and services, in both commercial and non-commercial domains. A strong emphasis is placed on strategy planning and the marketing decision process. Students learn via the analysis of case studies drawn from the Asia-Pacific region, as well as the USA. The unit is presented in four sections. These are: (a) introduction to marketing and the marketing management process, (b) strategic issues in marketing - focusing on the preliminary analyses that are required before a marketing decision can be made, (c) the marketing mix - a detailed look at the components that make up a marketing plan, and (d) marketing planning, implementation and control processes. Students gain practical experience in analysing marketing situations and developing a comprehensive marketing plan.