This module aims to introduce students to the main components and concepts of marketing a business. It will serve as a conceptual core to which more specialist modules, such as entrepreneurship and accounting, can be related.
The content of this module includes the fundamental concepts and process of marketing; how environmental factors (situation analysis) impact the marketing of a business; buying behaviour; market segmentation, targeting, positioning and differentiation. The elements of marketing (7Ps, including online and social elements); services marketing and customer relationship management will also be covered.
Refer to the specific census and withdrawal dates for the semester(s)/term(s) in which this module is offered.
Minimum total expected workload to achieve the learning outcomes for this module is 150 hours typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The module requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.