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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

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

Faculty of Business and Economics

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