Overview

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Academic contacts

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Offerings

MURDOCH-S2-INT-2021-ONGOING

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Other learning activities

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Learning activities

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Learning outcomes

1.

Identify the elements of the marketing mix

2.

Explain and apply the concepts of segmentation and the value proposition

3.

Evaluate marketing case studies and develop evidence-based conclusions

4.

Describe the ethical issues surrounding marketing practice in a global marketplace

Assessments

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Additional information

Unit content:

The broad aims of the unit are to introduce students to modern marketing concepts and practices with application to the global business environment. Topics covered include:

  • How marketing creates and delivers value
  • Segmentation, targeting and positioning
  • Innovation and new product development
  • Price and distribution
  • Customer experience online and offline
  • Promotion, advertising, social media and selling
  • Global, ethical and sustainable marketing
  • Strategic market planning
  • Market research and analytics
  • Applying global perspectives in marketing