MKT110 Marketing & Society (8)
CSU Discipline Area: Marketing (MARKT)
Duration: One session
Abstract:
A focus on customers/consumers is essential for success in all organisations, whether profit making or not-for profit. MKT110 looks at how organisations build positive relationships with their stakeholders and customers through creating value, and delivering and communicating it effectively. The subject explores the importance of understanding and responding to the diverse needs of customers in a global marketplace, and the methods organisations employ to manage those processes. It identifies key elements of marketing practice and examines how they relate to psychological, social and cultural elements of consumption as well as to society overall.
+ Subject Availability Modes and Locations
| Session 1 | |
|---|---|
| Internal | Albury-Wodonga |
| Internal | Bathurst |
| Internal | CSU Study Centre Melbourne |
| Internal | CSU Study Centre Sydney |
| Internal | Dubbo |
| Internal | Holmesglen |
| Internal | Wagga Wagga |
| Distance | Bathurst | Session 2 |
| Internal | Albury-Wodonga |
| Internal | Bathurst |
| Internal | CSU Study Centre Melbourne |
| Internal | CSU Study Centre Sydney |
| Internal | Wagga Wagga |
| Distance | Bathurst | Session 3 |
| Internal | CSU Study Centre Sydney |
| Distance | Bathurst |
Continuing students should consult the SAL for current offering details: MKT110
Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.
Enrolment restrictions:
Not available to students who have completed MKT210 or RMBU1640.
Objectives:
Upon successful completion of this subject, students should:
- be able to identify key societal and business issues related to marketing;
- be able to outline the role of marketing in business operations;
- be able to summarise the main components of marketing models;
- be able to define and describe the complexity and diversity of markets and marketing's response to it;
- have skills in researching and communicating ideas about industries, markets, and/or marketing strategies;
- be able to apply marketing concepts to real-life business situations.
Syllabus:
The subject will cover the following topics:
- The nature of marketing
- Marketing's role in society and industry
- The marketing environment
- Understanding consumers
- Understanding business-to-business markets
- Identifying opportunities through market research and information systems
- Developing marketing strategy and plans
- Market segmentation, target markets and positioning strategies
- Value creation through products, services and brands
- Overview of pricing and distribution
- Communicating value through Integrated Marketing Communications (IMC)
The information contained in the 2013 CSU Handbook was accurate at the date of publication: 24 April 2013. The University reserves the right to vary the information at any time without notice.