MKT571 Marketing for Business Managers (8)
CSU Discipline Area: Marketing (MARKT)
Duration: One session
Abstract:
This subject addresses the management challenge of designing and implementing combinations of marketing variables to carry out a firm's strategy in its target markets. As marketing is a practical discipline, it is vital that you understand the concepts and theories underlying marketing decision-making as these skills help you to analyse and understand complex marketing situations in order to develop and execute appropriate managerial actions.
+ Subject Availability Modes and Locations
| Session 1 | |
|---|---|
| Distance | Bathurst |
Continuing students should consult the SAL for current offering details: MKT571
Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.
Assumed Knowledge:
Enrolment restrictions:
Only available to students enrolled in the Master of Management (IT)(Articulated Set); Master of Business Administration (Computing); Graduate Certificate in Account Management.
Not available to students who have completed MKT501 and MBA503 .
Objectives:
Upon successful completion of this subject, students should:
- be able to evaluate the role of internal marketing and propose methods to improve the application of internal marketing within an organisation;
- be able to identify and analyse market place phenomena including the relationship between an organisation, its market and its operating environment;
- be able to analyse the marketing environment, understand customers and identify opportunities and threats in the market place;
- be able to design segmentation strategies and use this information to select target markets;
- be able to develop marketing programs in IT contexts; and
- be able to create a strategic marketing plan.
Syllabus:
The subject will cover the following topics:
Marketing's role in organisational performance
Building customer satisfaction
Market-orientated strategic planning
Managing marketing information & measuring market demand
Scanning the marketing environment
Analysing consumer markets and their buying behaviour
Analysing business markets and their buying behaviour
Analysing industries and markets
Segmentation, targeting and positioning
Developing new products and services
Designing international marketing programs
Developing product and brand strategies
Developing pricing strategies
Designing marketing channels
Physical distribution channels
Managing integrated marketing communications
Marketing communications decisions
Implementing, evaluating and controlling marketing programs
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.