Marketing Concepts
Unit code: LBM100
| Credit points | 12.5 Credit Points |
| Duration | One Semester |
| Contact hours | 36 hours over the teaching period (normally 3 hours per week) |
| Campus | Hawthorn |
| Prerequisites | Nil |
Related course(s)
Aims and objectives
At the end of the unit, the successful student will have achieved an understanding of key concepts used in organisation-customer exchanges, along with an understanding of the role of the marketing function within any organisation.
Particular emphasis is given to the role that Marketing plays in any organisation's core processes of:
• Creating and adapting to changes in its external and internal environments
• Understanding the ever-changing dynamics of client-organisation relationships
• Fulfilling the needs and wants of stakeholders in a way that also satisfies the organisation's goals (both financial and societal)
This understanding of marketing theory and practice, and what marketing people do, will assist the understanding of other disciplines in the Bachelor of Business degree, as well as providing a strong philosophical foundation for the further vocational study of marketing.
Teaching methods
This unit will be taught in a variety of modes including face to face, online, distance and blended modes. Delivery of this unit may be through a mixture of lectures, tutorials, laboratories, seminars and online.Generic skills outcomes
Swinburne University aims to produce higher education graduates who are capable in their chosen profession. Learners bring a diverse wealth of experiences and graduate with individual understandings, abilities and attitudes.
Within this context it is the intent of LBM100 that students will begin to develop the following key generic skills:
• teamwork skills
• analysis skills
• problem solving skills
• communications skills
• ability to tackle unfamiliar problems
• ability to work independently
Content
Students will be introduced to the following topics:
- The nature of marketing, and its role in creating value and building relationships with stakeholders
- The global and local marketing environments
- Consumer and business market behaviour
- Information management and market research
- Strategic marketing and planning
- Market segmentation, targeting and positioning
- A wide range of marketing tools and techniques
- Social marketing, and marketing for non-profit organisations.
- Ethics and marketing compliance
