This unit examines the nature of marketing management from a marketing planning perspective. The focus of discussion is the coordinated activities of the network of producers of goods, services and experiences which seek to satisfy their customers. Emphasis is placed on marketing strategy formulation and the use of strategic marketing mix elements in developing and maintaining a market orientation and assessing organisational performance. Such aspects of marketing as marketing research, customer behaviour, product innovation, and marketing communication are also examined.Assessment -- Course Website
Instructor: A Ringer (Trimester 1), K Howell (Trimester 2), S Adam (Trimester 3)
Prerequisites: Nil
