Overview

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Academic contacts

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Offerings

DUBAI-ISC-TJD-INT-2022-2022
DUBAI-ISC-TJD-INT-2024-2024
DUBAI-ISC-TMD-INT-2023-2023
DUBAI-ISC-TSD-INT-2022-2022
DUBAI-ISC-TSD-INT-2024-2024
MURDOCH-S1-EXT-2018-ONGOING
MURDOCH-S1-INT-2018-ONGOING
MURDOCH-S2-EXT-2018-ONGOING
MURDOCH-S2-INT-2018-ONGOING

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Other learning activities

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Learning activities

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