This unit examines the integrative nature of the marketing management process. Topics addressed include marketing strategy and planning; marketing research; segmentation, targeting and positioning; consumer behaviour; pricing considerations and approaches; integrated marketing communications; product strategy and new product development; managing place; and marketing evaluation/metrics. The unit not only introduces participants to core marketing concepts and techniques, but also encourages the application of these to real world contexts.
Assessment 1 (Group of 2 - 3) - Case study exercise (2500 words) - 25%
Assessment 2 (Individual): Blogging (2500 words) - 25%
Examination: (2 hours) - 50%
Hurdle requirement: achieve at least 50% of the marks available on the examination
迪肯代写 MPK732 - Marketing Management assignment
