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Marketing creates value – for customers, shareholders and society as a whole. It does this by creating alignment between what customers’ value and what organisations offer. Marketing management offers an opportunity to learn skills and techniques that help enterprises better understand the value preferences and perceptions of their customers (a prerequisite to adding value to them), and ways of utilising that understanding to focus the value-co-creating and communicating activities of the firm into areas where they will be the most effective. Local and national professional requirements are met through accreditation by a professional marketing body, the Australian Marketing Institute (AMI).

In this course, students learn about the foundation principles and elements of marketing from a management perspective in the context of a global and rapidly changing environment. The course uses a model of critical thinking and reflection to allow students to explore and test marketing theory with real world examples. The assessment requires students to arrive at their own construction of marketing through critical review, shared discussion and application.