MKF3321

Marketing and product innovation

Ms Susan Freeman

3 points
* One 1-hour lecture and one 1-hour tutorial per week
* First and second semester
* Caulfield

Objectives On successful completion of this subject students should be able to explain the mechanism and functions of marketing in business and understand the use of segmentation and market research techniques with particular reference to the development of designs for new products in a national/international context.

Synopsis The subject considers the principles of marketing; application of marketing techniques in the business environment; knowledge and skills required to market and sell consumer and technological products; analysis of product lifecycles for designed products; understanding the components of a marketing mix; and explaining the role of selling as a marketing strategy.

Assessment Assignment/case study: 60%
* Written examination: 40%

Recommended texts

Bradmore D and others Marketing visions Prentice-Hall, 1989
Kotler and Armstrong Principles of marketing 5th edn, Prentice-Hall, 1993