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).
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.