MKM5955 · Marketing and the international consumer

Overview

Marketing is a means by which organisations create value for their stakeholders within pre-determined objectives. Marketing is widely accepted as a means for delivering greater levels of customer satisfaction, profitability, and sustainability within both a tactical and strategic framework. This unit will enable you to understand and apply concepts related to marketing environment analyses, consumer behaviour, marketing research, segmentation, target marketing, positioning, and marketing strategies. These topics will prepare graduates for the development and implementation of strategic marketing management plans for products and services of an organisation.

Offerings

Assessment

The Handbook does not list a final examination among the assessment items. That is not a guarantee there is none.

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Requisites

Learning outcomes

1. develop Marketing strategies that provide business solutions relevant to diverse stakeholders
2. communicate evaluations of market-based information and consumer behaviour clearly, effectively, and professionally
3. critically reflect on the role of marketing in value creation, particularly in relation to sustainability.

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.

Student experience, not official rules. Nothing here changes what the Handbook says.