Students learn to:

examine contemporary business issues to:

· explain why goods and/or services are central to both marketing and operations

· examine why ethical behaviour and government regulation are important in marketing

· assess why a mix of promotional strategies is important in the marketing of goods and services

investigate aspects of business using hypothetical situations and actual business case studies to:

· evaluate the marketing strategies for a good or service

· analyse a marketing plan for a business

· explain how globalisation has affected marketing management

Students learn about:

role of marketing

· strategic role of marketing goods and services

· interdependence with other key business functions

· production, selling, marketing approaches

· types of markets – resource, industrial, intermediate, consumer, mass, niche

influences on marketing

· factors influencing customer choice – psychological, sociocultural, economic, government

· consumer laws

 deceptive and misleading advertising

 price discrimination

 implied conditions


· ethical – truth, accuracy and good taste in advertising, products that may damage health, engaging in fair competition, sugging

marketing process

· situational analysis – SWOT, product life cycle

· market research

· establishing market objectives

· identifying target markets

· developing marketing strategies

· implementation, monitoring and controlling – developing a financial forecast; comparing actual and planned results, revising the marketing strategy

marketing strategies

· market segmentation, product/service differentiation and positioning

· products – goods and/or services



· price including pricing methods – cost, market, competition-based

 pricing strategies – skimming, penetration, loss leaders, price points

 price and quality interaction

· promotion

 elements of the promotion mix – advertising, personal selling and relationship marketing, sales promotions, publicity and public relations

 the communication process – opinion leaders, word of mouth

· place/distribution

 distribution channels

 channel choice – intensive, selective, exclusive

 physical distribution issues – transport, warehousing, inventory

· people, processes and physical evidence

· e-marketing

· global marketing

 global branding



 global pricing

 competitive positioning