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: | On successful completion of this unit students will have - Explained the basic principles of marketing and the marketing concept. Recognised the importance of the environment in which marketing decisions are made. Recognised the importance of strategic planning and the need for an means of obtaining information upon which to make better marketing decisions. Described the consumer decision making process and its implications for the firm. Demonstrated organisation buyer behaviour and its implications for the firm. Demonstrated how markets can be segmented and products positioned in the market. |
Texts and references listed below are for your information only and current as of September 30, 2003. Some units taught offshore are modified at selected locations. Please check with the unit coordinator for up-to-date information and approved offshore variations to unit information before finalising study and textbook purchases. |
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.G 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: | Examination (1) 10%, Examination (2) 30%, Practicals, field reports and tutorial 25%, Major assignment and presentation 15%, Mini research project 20%. This is a Grade/Mark assessment. |
Field of Education: | 50301 Horticulture | HECS Band (if applicable): | 2 |
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Extent to which this unit or thesis utilises online information: | Informational | Result Type: | Grade/Mark |
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AvailabilityAvailability Information has not been provided by the respective School or Area. Prospective students should contact the School or Area listed above for further information.
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