BU1908 - Marketing Fundamentals

Credit points:	03
Year:	2011
Student Contribution Band:	Band 3
Administered by:	School of Business

This subject focuses on the role of marketing within the overall business framework. The main elements of the marketing process discussed include the marketing plan, assessment of the marketing environment, identifying the needs and wants of the target markets, understanding the buying behaviour of the target markets, product positioning, targeting product, price, distribution and promotion to satisfy the needs and wants of the target market customers. The subject embraces the managerial philosophy that marketing focuses on delivering superior value to customers in a manner that maintains and improves the well-being of the consumer and all members of society.

Learning Outcomes

• evaluate marketing opportunities and threats in changing marketing environments;
• identify and evaluate sources of information used to inform effective marketing decision making;
• construct, analyse and evaluate target markets and devise the product positioning approach for a selected target market;
• apply the consumer buying behaviour process and illustrate the impact of influencing factors on the process;
• explain and evaluate the role and related decisions for each element in the integrated marketing mix.

Graduate Qualities

• The ability to adapt knowledge to new situations;
• The ability to define and to solve problems in at least one discipline area;
• The ability to think critically, to analyse and evaluate claims, evidence and arguments, and to reason and deploy evidence clearly and logically;
• The ability to deploy critically evaluated information to practical ends;
• The ability to find and access information using appropriate media and technologies;
• The ability to evaluate that information;
• The ability to select and organise information and to communicate it accurately, cogently, coherently, creatively and ethically;
• The acquisition of coherent and disciplined sets of skills, knowledge, values and professional ethics from at least one discipline area;
• The ability to reflect on and evaluate learning, and to learn independently in a self directed manner;
• The ability to read complex and demanding texts accurately, critically and insightfully;
• The ability to speak and write clearly, coherently and creatively;
• The ability to communicate effectively with a range of audiences;
• The ability to lead, manage and contribute effectively to teams;
• The ability to work with people of different gender, age, ethnicity, culture, religion and political persuasion;
• The ability to work individually and independently;
• The ability to select and use appropriate tools and technologies.

Inadmissible Subject Combinations:

BU1008 BU2208 MG1702 MG2702

Availabilities
JCU Brisbane, Internal, Study Period 23
Census Date 08-Dec-2011
Coordinator:	Dr Janelle Rose
Contact hours:	48 hours workshops/Seminars
Assessment:	end of semester exam (40% - 45%); quizzes or tests (15% - 20%); assignments (40% - 45%).

Note: Minor variations might occur due to the continuous Subject quality improvement process, and in case of minor variation(s) in assessment details, the Subject Outline represents the latest official information.