University of New England - MM110: Fundamentals of Marketing

Marketing is a core function in any successful business. No matter your role in the professional world, a sound understanding of marketing will enhance your career. This unit will equip you with the skills to successfully manage marketing activities and generate insights into how marketing relates to the overall functioning of a business. You will explore the four 'Ps' of the marketing mix (product, price, place and promotion) and look at ways to manipulate these components. You will learn to set objectives, develop strategies, and examine implementation and control mechanisms for marketing. You will investigate ways to manage exchange processes between stakeholders, and conduct environmental, industry and competitor analyses. Putting your skills and knowledge into practice, you will prepare a marketing plan as part of this unit.

Upon completion of this unit, you will be able to: 

• demonstrate a foundational understanding of the breadth of marketing core concepts and apply this to business-related problems;
• demonstrate proficiency in the rationale, criteria and process of market targeting, segmentation and positioning;
• demonstrate a fundamental understanding of the components of each of the elements of the marketing mix and their purpose, and the process of planning, implementation and control;
• use a range of cognitive and communication skills to identify, evaluate and synthesise relevant information drawn from a range of sources in order to demonstrate judgement, creative thinking and analytical skills in solving marketing-related problems;
• work independently and/or collaboratively to plan and execute marketing tasks to enhance professional knowledge and skills; and,
• demonstrate the ability to recognise, reflect on, and respond to a range of ethical, cultural or social issues influencing the practice of marketing.

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