Course overview
This course will provide students with the foundation to lead the marketing function in their organisation or in their own business. Students will acquire an appreciation of evidence-based marketing and how to make decisions within a sustainable brand growth framework. This course begins with identifying the fundamentals of human behaviour as they relate to buying and marketing more generally. It then covers the marketing environment, methods and processes for market research, understanding product, and pricing decisions, developing mental availability through marketing communications and the importance of physical availability and distribution.
Course learning outcomes
- Critically reflect on empirically based principles of marketing and the role of the marketing function in contemporary organisations.
- Critically evaluate and plan how market response can be stimulated and managed within a sustainable growth framework and the implications for organisational management and leadership.
- Apply marketing management concepts and principles in diverse and international business and enterprise environments.
- Demonstrate Business Enterprise Skills: i) Problem Solving (advanced level); and ii) Teamwork (advanced level).