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BU1008 - Marketing Fundamentals

[Not offered in 2014]

Credit points: 3
Year: 2014
Student Contribution Band: Band 3
Administered by: School of Business (pre 2015)

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.
Inadmissible
Subject
Combinations:
BU1108 BU1808 BU1908 BU2108 BU2208 MG1702 MG2702

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.