RH1008 - Marketing Fundamentals

This subject focuses on the role of marketing within the overall business framework. The main elements of the marketing process covered in this subject include assessing the marketing environment, identifying the needs and wants of the target markets, understanding the buying behaviour of the target markets, product positioning, and targeting product, price, distribution and promotion to satisfy the needs and wants of the target market customers. The subject embraces the philosophy that marketing focuses on delivering value to customers in an ethical and sustainable manner that maintains and improves the well-being of the customer and society at large. The subject also considers the evolution of consumer markets as service dominated economies.

Subject Learning Outcomes

• Analyse the marketing environment to identify viable marketing opportunities and implement marketing solutions that create value to the customers and the stakeholders.
• Perform marketing segmentation, consumer behaviour, competitor analysis, marketing metrics, and make recommendations for the business.
• Describe and discuss the principles of other aspects of marketing, include sustainability and ethics.

Marketing Blog – 20%

Marketing Pitch – 35%

Final Exam – 45%