This unit examines the integrative nature of the marketing management process. Topics addressed include the marketing environment; marketing research; segmentation, targeting and positioning; consumer behaviour; pricing considerations and approaches; intergrated marketing communications; product strategy and new product development; managing place; international marketing; marketing planning, implementation and control. The unit not only introduces participants to core marketing concepts and techniques, but also encourages the application of these within the context of participants' work environment.
Assessment 1 (Group of 2-3) Case study exercise, 2500 words, 25%
Assessment 2 (Individual) Blogging, 2500 words, 25%
Examination, 2 hours, 50%
Hurdle requirements: achieve at least 50% of the marks available on the examination.
迪肯代写 MBA720 - Marketing Management