This subject explains and demonstrates the basic knowledge and concepts of marketing with particular attention paid to the specific characteristics of service industries such as the hospitality industry, tourism, events, sports and retail.
Teaching and Learning Strategy
The subject consists of formal lectures, class discussion tutorials, analysis of case studies, self study, class debate tutorials and the preparation of a syndicate group assignment and presentation, linking theory to practice. During this unit students will learn to describe the concepts of positioning and competitive advantage together with the concept of product development. They will understand how to select appropriate pricing, distribution and promotion strategies.
Understand the concept of marketing.
Analyse the external and internal marketing environment.
Segment the market and identify target markets.
Identify the key factors in the consumer decision making process.
Pitch a marketing proposal with confidence and authority across the elements of the marketing mix.
Exams will take place in weeks 12 & 13. Please refer to the official Exam Timetable for further information.