MKC2200

Principles of marketing

(BUS)

Ms Susan Freeman

6 points + Two 1-hour lectures and one 1-hour tutorial per week + First and second semester + Clayton

Synopsis: This subject, a prerequisite for all other marketing subjects, is interesting, dynamic and encompassing. The course will cover many areas in an effort to introduce the main areas of marketing. The meaning of marketing; its present-day importance, both in the total economy (domestic and international) and in the individual firm; the marketing concept; the evolution of marketing; the marketing mix; development of strategies; a number of analytical tools for analysis of marketing in its dynamic setting; buyer behaviour; marketing planning process; segmentation and current events.

Assessment: Assignment 1 Individual report (1500 words): 15% + Assignment 2 Individual report (2500 words): 25% + Two tutorial mini-tests (5% each): 10% + Final examination (2 hours): 50%