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Marketing goes to the very core of an organisation’s existence. The practice of marketing is the only management activity that interacts with customers in any operational environment. Accordingly, understanding the customers and understanding how the exchange of goods and services adds value to the customers, goes to the core of any business whether they are commercial, not-for-profit, government or ideas.
This course provides an overview of the theories and principles of marketing required for effective business practice, which are aligned with necessary legislation

This course introduces an organisation's marketing purpose. This course has been specifically designed for a dynamic learning journey through guided exploration and practical, interactive activities. The focus is on how organisations identify the target markets and their needs, resources and behaviour to understand the context of various markets. From this base, the course explains and explores how to develop a marketing mix (comprising product, price, promotion and placement) to satisfy the needs and wants of these markets and to create value. While the course has a theoretical base, practical application of the concepts of marketing to 'real-world' situations is an essential element.

On successful completion of this course students should be able to:

1. introduce, explore and synthesise marketing knowledge, marketing concepts, theories, principles and processes;
2. obtain, analyse and interpret marketing issues, constructively and logically;
3. find and evaluate business information using appropriate and relevant resources;
4. communicate straightforward marketing ideas clearly and concisely to a range of audiences;
5. develop and present a new creative marketing strategy.