Introduction to marketing
Mr Siva Muthaly
6 points
* One 2-hour lecture and one 1-hour tutorial per week
*
First semester
* Berwick
Objectives This subject aims to provide students with the foundation for differentiating marketing from other disciplines in the business major by fostering understanding of markets, marketing concepts, key marketing issues and the relationship of these to society as a whole. This theoretical framework enables students to link their knowledge with the practicalities of marketing.
Synopsis The subject covers the nature and role of marketing, marketing in organisations, marketing planning, control and research, the environment of marketing, consumer behaviour, industrial buyer behaviour, market segmentation, product policy and development, pricing policy, distribution, retailing and wholesaling, promotion and communication, sales management, international marketing, contemporary issues in marketing.
Assessment Assignment one (1500 words): 10%
* Assignment two (2000
words): 20%
* Tutorial: 10%
* Examination (3 hours): 60%
Prescribed texts
McColl-Kennedy J R and others (eds) Marketing: Concepts and strategies 2nd edn, Nelson 1994
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