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Introduction to Marketing Management - MKTG696

This unit provides students with an introduction to marketing as it is used within all organisations. Topics include: the role of marketing; the understanding of the market research process; marketing decision making (market segmentation, consumer behaviour and the marketing mix); product planning and development; distribution; promotion; pricing; marketing strategies and control; and evaluation of marketing management, with a focus on creating consumer value. Students are also exposed to some of the critical issues surrounding the implementation of marketing strategies in the contemporary business environment and of the importance of ethics and sustainability as addressed by the societal marketing concept.

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

Admission to MCom or MBioBus or MIntBus or MIntBusMIntComm or MIntBusMIntRel or MAcc(Prof)MCom Prerequisite Information


Unit Designation(s):
Assessed As: Graded
Offered By:

Department of Marketing and Management

Faculty of Business and Economics

Course structures, including unit offerings, are subject to change.
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