Introduction to Marketing Management - MKTG696
Marketing is the co-ordinated and integrated efforts of an organisation to satisfy relevant customer needs and achieve appropriate organisational goals. It involves a systematic process whereby opportunities are identified and strategic steps are implemented. New techniques, tools and technologies are constantly being adopted by marketers, leading to a new marketing environment that demands greater efficiency and effectiveness to market products, services and brands.
This unit develops students’ knowledge of marketing concepts and frameworks. Students will learn the central importance of marketing in contributing to organisational success through critically analysing, discussing and evaluating marketing theories and thinking in dealing with the practical, contemporary marketing issues confronting organisations.
| Credit Points: | 4 |
| When Offered: | S1 Evening - Session 1, North Ryde, Evening S2 Day - Session 2, North Ryde, Day |
| Staff Contact(s): | Dr LayPeng Tan |
| Prerequisites: |
Admission to MCom or MBioBus or MIntBus or MIntBusMIntComm or MIntBusMIntRel or MAcc(Prof)MCom |
| Corequisites: | |
| NCCW(s): | |
| Unit Designation(s): | |
| Assessed As: | Graded |
| Offered By: | Department of Marketing Faculty of Business and Economics |
Course structures, including unit offerings, are subject to change.
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