Creative and Accountable Marketing

Course aim

This course will give an overview of how response from markets can be stimulated and managed, the contribution of marketing thinking and the role of the marketing function appropriate to contemporary organisations.

Course content

Core issues that will be covered in the course include how markets actually work, the marketing concept, the marketing management process, market-based asset, customer analysis and value creation, marketing in a social service arena, market segmentation, product/service decisions, market-based pricing, marketing communications and customer response, customer collaboration, gaining and using market intelligence, the benefits and pitfalls of market research, strategic market analysis, dealing with competition, strategy implementation and performance metrics.

Textbook(s)

Kotler, P, Burton, S, Deans, K, Brown, L & Armstrong, G 2012, Marketing, 9th edn, Pearson Education Australia, Frenchs Forest, NSW

Prerequisite(s)

Nil

Corequisite(s)

Nil

Teaching method

Component	Duration
INTERNAL, CITY WEST
Seminar (Compulsory Introductory Seminar)	4 hours x N/A
Seminar	3 hours x 11 weeks
INTERNAL, CITY WEST (INTENSIVE)
Seminar	37 hours x N/A
EXTERNAL, CITY WEST, ONLINE
External (Asynchronous Online Discussion plus 1 hour per week of Compulsory Synchronous Discussion)	37 hours equiv. x N/A
EXTERNAL, OFFSHORE, HOPKINS TRAINING AND EDUCATION GROUP, ONLINE
External (Asynchronous Online Discussion plus 1 hour per week of Compulsory Synchronous Discussion)	37 hours equiv. x N/A
INTERNAL, OFFSHORE, SOUTHWEST JIATONG UNIVERSITY, MANDARIN
Seminar	8 hours x 3 days
EXTERNAL, CITY WEST, DISTANCE EDUCATION
External	33 hours x N/A
INTERNAL, OFFSHORE, JIANGXI UNIVERSITY OF FINANCE AND ECONOM, MANDARIN
Seminar	8 hours x 3 days

Note: These components may or may not be scheduled in every study period. Please refer to the timetable for further details.

Assessment

Case study, Examination, Group assignment and self assessment, Individual pre-seminar assignments, Short answer questions and class participation

Fees

EFTSL*: 0.125
Commonwealth Supported program (Band 3)
To determine the fee for this course as part of a Commonwealth Supported program, go to:
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Fee-paying program for domestic and international students
International students and students undertaking this course as part of a postgraduate fee paying program must refer to the relevant program home page to determine the cost for undertaking this course.

Non-award enrolment
Non-award tuition fees are set by the university. To determine the cost of this course, go to:
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Not all courses are available on all of the above bases, and students must check to ensure that they are permitted to enrol in a particular course.

* Equivalent Full Time Study Load. Please note: all EFTSL values are published and calculated at ten decimal places. Values are displayed to three decimal places for ease of interpretation.