Overview
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Academic contacts
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Offerings
MURDOCH-S2-INT-2021-2021
MURDOCH-T3B2-INT-2022-ONGOING
Requisites
Exclusion
Other learning activities
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Learning activities
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Learning outcomes
1.
Explain how organisations use the marketing mix to market to their target customers.
2.
Explain the inputs and components of a marketing strategy.
3.
Evaluate marketing case studies and develop evidence-based conclusions.
4.
Describe the ethical issues surrounding marketing practice in a global marketplace.
5.
Communicate marketing issues, ideas, theories, and solutions to a range of audiences in written and oral form.
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