James Cook University Subject Handbook - 2000

MG2702:03

Marketing Fundamentals and Operations

Townsville, Cairns

Prerequisites: 18 level 1 units or permission of HOS
Inadmissable Subject Combination: MG2704

26 lectures, 12 tutorials. First and second semester (Townsville campus); second semester (Cairns campus).

The subject focuses on the theories and practice of how business can benefit from adopting the marketing concept.

Learning Objectives:

1. marketing’s role in society;
2. how to find target market opportunities with segmenting markets;
3. how to evaluate opportunities in changing environments;
4. how to obtain information for marketing;
5. how to understand what the customer wants;
6. the 4 ‘p’s of price, product, promotion and place;
7. the marketing planning process;
8. management of the marketing process.

Assessment to be advised.