Marketing is a business function that goes beyond the mere act of selling or advertising-it encompasses the entire process through which value is created, captured and offered to customers. It is critical that organisations establish and maintain relationships with customers to achieve and sustain a competitive advantage. In order to compete effectively in an increasingly dynamic global market, managers must be cognisant of the importance of marketing and how it contributes to the achievement of strategic goals.
The focus of this unit is to develop knowledge of what marketing is, how it works and why it is important in a business context. It provides students with a comprehensive description of the key theories and concepts upon which the marketplace can be understood, assessed and targeted. This unit will equip students with the foundational knowledge and skills required to engage in and manage the process through which a firms value offerings are marketed to customers.
|Unit name||Foundations of Marketing|
|Faculty/School||College of Business & Economics
Tasmanian School of Business and Economics
|Available as student elective?||Yes|
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* The Final WW Date is the final date from which you can withdraw from the unit without academic penalty, however you will still incur a financial liability (see withdrawal dates explained for more information).
|LO1||Explain the fundamentals of marketing and converse in marketing language.|
|LO2||Apply theories to understand, assess, and target particular market segments.|
|LO3||Analyse marketing mix using fundamental marketing theories.|
|LO4||Present in oral and written format analysis of marketing situations.|
You cannot enrol in this unit as well as the following:
Please see the unit outline for details.
Application Presentations (25%), Case Study Part A (25%), Case Study Part B (50%).
|Timetable||View the lecture timetable | View the full unit timetable|
Please check the unit outline for details.
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