Business Marketing unit (ZAA134)

Introduction

This unit introduces the principles of marketing in business and the influence of consumers and the external environment. You will explore why and how a business identifies and analyses the markets for its services, products and experiences. This will include an appreciation of the scope of the marketing practitioner, value propositions, marketing theory, brand messages, customer relationship management, marketing channels and marketing analytics. This unit aims to equip you with the knowledge and skills necessary to develop and execute effective marketing campaigns and measure their success using data analytics.

Summary

Unit name	Business Marketing
Unit code	ZAA134
Credit points	12.5
College/School	University College
Discipline	Pathways
Coordinator	Mrs Cecilia Lawler
Available as an elective?	Yes
Delivered By	University of Tasmania
Level	Introductory

Availability

Specific information on 2027 unit availability will be available in August

Learning Outcomes

• Describe and analyse market drivers and marketing data and strategies
• Communicate marketing messages for products, services and experiences
• Create a marketing campaign.
• Evaluate marketing messages and campaigns using digital and social media analytics
• Reflect on acquired behaviours and skills for future practitioner roles in marketing

Fee Information

2027 fee information will be available in August.

Requisites

Mutual Exclusions

You cannot enrol in this unit as well as the following:

BMA151/BMA251|ZAA104|ZAB104|ZAB117

Teaching

Teaching Pattern	On-campus students: Weekly online 2 hour tutorial; 2 x half to full day workshops per semester. Off-campus students: Weekly online 2 hour tutorial; 2 x half to full day online workshops per semester.
Assessment	AT1: Case Study: Customer Relationship Management (25%)|AT2: Marketing Concept Poster or 30 Second Video and Reflection (35%)|AT3: Digital Marketing Campaign and Reflection (40%)
Timetable	View the lecture timetable | View the full unit timetable

Textbooks

Required	Required readings will be listed in the unit outline prior to the start of classes.

The University reserves the right to amend or remove courses and unit availabilities, as appropriate.