| Area: | Muresk Institute |
| Credits: | 25.0 |
| Contact Hours: | 5.0 |
| Lecture: | 1 x 3 Hours Weekly |
| Practical: | 1 x 2 Hours Weekly |
| Syllabus: | Introduction to the marketing concept. The marketing environment. Market research and intelligence. Consumer behaviour. Business-to-business marketing behaviour. Market segmentation. The product concept. New Product introduction and innovation. Pricing strategies. Promotion. Personal selling. Distribution and logistics. Strategic marketing. |
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| Unit Outcomes: | Explain the basic principles of marketing and the marketing concept.Recognise the importance of the environment in which marketing decisions are made.Recognise the importance of strategic planning and the need for and means of obtaining information upon which to make better marketing decisions. Describe the consumer decision making process and its implications for the firm.Describe organisational buyer behaviour and its implications for the firm.Demonstrate how markets can be segmented and products positioned in the market. |
| Unit Outcomes: | Explain the history and geography of grape growing. Explain the basic structure and function of the grapevine Provide a scientific background to and an understanding of the practices of viticulture and the relationship between grape and wine quality. Explain the role wine has played in the history of humankind Explain the basic concepts of wine production including composition of grapes and wine Demonstrate an understanding of the impact of alcohol on society |
| Text and references listed above are for your information only and current as of September 30, 2003. Please check with the unit coordinator for up-to-date information. |
| Unit References: | Australian Agribusiness Review. Agribusiness. International Food and Agribusiness Management Review. Journal of the Academy and Marketing Science. Journal of International Food and Agribusiness Marketing. |
| Unit Texts: | McColl-Kennedy, J.R. Kiel, G.F. Lusch, R.F. and Lusch, V.N. (1994). Marketing Concepts and Strategies. 2nd ed. South Melbourne ; ITP Nelson. Kotler, P. Chandler, P.C. Brown, L. and Adam, L. (1994). Marketing |
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| Unit Assessment Breakdown: | Examinations (10% + 30%) 40% Practicals, field reports and tutorial 25% Major assignment and presentation 15% Mini research project 20% |
