Course overview
Marketing lies at the core of all enterprise activity. Whatever the character or size of your entity, its revenue and resources can come from only one place - the marketplace. Whether the enterprise is Private or Public Sector, Not for Profit or Start-up, all enterprises are dependent on interactions with customers, donors, buyers or clients. This is the central tenet to marketing.
In larger enterprises it is marketing managers who are primarily responsible for keeping their company close to these 'customers'. In the majority of today's enterprises this thinking is embedded into many roles.
This course offers an introduction to marketing thought and action. The course explains the nature and purpose of marketing and the fundamentals of each of the most important marketing tasks. It analyses the need for customer orientation, the evaluation of markets and the targeting of market opportunities. It examines consumer and buyer behaviour and the role of market information. In addition, the course explains how to integrate product and service decisions with those on pricing, distribution and promotion.
Course learning outcomes
- Use appropriate marketing frameworks to analyse the performance and current situation of an enterprise to assist in making decisions related to marketing
- Examine marketing practices and relevant data to formulate strategic recommendations to improve enterprise performance
- Evaluate information related to enterprise performance critically to synthesise new knowledge to guide management decisions
- Critique marketing strategies and communicate issues and problems using relevant theories, concepts and methods
Availability
Class details
Online
Class number 12004
Section 01OL
Size 500
Available 491
Class details
Online
Class number 64004
Section 01OL
Size 500
Available 500
Fee calculator
To display course fees, please select your status and program below:
We’re updating this Fee Calculator. It currently shows fees for programs only. Please check the relevant program for full fee details.
Study Abroad student tuition fees are available here.
Only some Postgraduate Coursework programs are available as Commonwealth Supported. Please check your program for specific fee information.
The Student Contribution amount displayed below is for students commencing a new program from 2021 onwards. If you are continuing in a program you commenced prior to 1 January 2021, or are commencing an Honours degree relating to an undergraduate degree you commenced prior to 1 January 2021, you may be charged a different Student Contribution amount from the amount displayed below. Please check the Student Contribution bands for continuing students here. If you are an international student, or a domestic student studying in a full fee paying place, and are continuing study that you commenced in 2025 or earlier, your fees will be available here before enrolments open for 2026.