MKTG 151G Essential Marketing

MKTG 151G | ARTS, EDUSW, EMHSS, LC | Semester One 2018 | City Campus

Description

Marketing is an integral part of our modern world. Essential Marketing is designed for non-business students and provides an inside view of the world of marketing. We explore basic marketing principles and examine contemporary issues relevant to our changing world. We emphasise the creation of customer value and satisfaction through these principles and practices.

Learning outcomes

By the end of this course, you should have:

  • Discussed marketing and the marketing process
  • Considered marketing in relation to societal issues
  • Obtained a general understanding of consumer behaviour
  • Explored the fundamentals of marketing research
  • Investigated how marketing strategies are formulated and implemented
  • Gained a broad understanding of positioning strategy
  • Studied branding and how it affects companies and consumers
  • Understood how various marketing elements come together

Topics covered

  • Introduction to marketing
  • Strategic planning and the marketing environment
  • Current issues in marketing
  • Marketing research
  • Buyer behaviour
  • Segmentation, targeting and positioning
  • Value creation
  • Value capture
  • Value delivery
  • Value communication

Assessment

Completion of online resources (5%)
Three mini-tests (20%; 10% each with the two best results being counted)
Case-based assignment (20%)
Final examination (55%)

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