Course overview
To provide students with the theoretical and evidence-based foundations of marketing. Students will learn a framework for sustainable growth and how to manage the marketing function. They will develop the capability to evaluate marketing activities and learn decision rules to make effective media, advertising and distribution channel decisions for their brands and businesses. They will learn how to effectively work in a team delivering a marketing plan, as well as the leadership and managerial skills required to manage the marketing function in an organisation.
- Fundamentals Of Marketing
- Managing Market-Based Assets
- Delivering Growth
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 demand 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)