MKM5955 - Marketing and the international consumer - 2019

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 prepare graduates for the development, implementation and control processes and procedures of strategic marketing management plans for products and services of an organisation.

The learning goals associated with this unit are to:

1. facilitate understanding of the conceptual framework of marketing in value creation and its many applications in decision making under various environmental constraints and with an Asia Pacific focus
2. evaluate market based information, using it to plan and develop marketing strategies
3. understand the behaviour of consumers and their role in value creation
4. understand how value is created using elements of the marketing mix strategies
5. understand the role of brands in value creation
6. apply strategic planning tools in developing a marketing mindset.

Within semester assessment: 50% + Examination: 50%

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. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information