Foundations of Marketing (MKT101)
This unit explores the proposition that marketing is based on an understanding of consumer value. The unit looks at the evolution of marketing thought from a production orientation to its current state. The unit covers gathering information on consumer needs and the marketing environment. It then looks at the building blocks and tools that the marketer uses to satisfy those needs – the marketing mix. The unit includes the latest developments in marketing theory, illustrated with examples of best practice from Australia and major economies overseas.
- Describe the role of marketing in organizations; the advantages and potential pitfalls;
- Identify basic tools for market research; product/service design & marketing communication;
- Demonstrate an ability to analyze markets and industries to identify marketing opportunities;
- Develop a well-rounded marketing plan;
- Examine basic issues in marketing from a legal, ethical and Christian perspective.
- Introduction to Marketing
- Marketing Environment & Analysis
- Market Research
- Consumer Behaviour
- Buying Behaviour
- Segmentation, Targeting, and Positioning
- Place (Distribution)
- Services Marketing
Strategic Marketing for Non-Profit Organisations (MKT216)
Non Profit Organisations (NPO’s) are not designed to create economic value (to make a profit) but to create social and/or spiritual value. In this context, the marketing of the organization becomes more complex because the organization needs to satisfy the needs of its key clients; but also needs to attract donors, volunteers, advocates, government support, etc. This unit introduces students to this so-called multi-stakeholder marketing, focussing on issues such as how to create a movement, how to turn supporters into advocates, how to engage major sponsors and social investors, as well as how to identify and attract grants.
- Analyze the unique role of NFP groups in the market place, particularly the diverse roles and services they perform;
- Demonstrate a critical awareness of the nature of value and knowledge creation in a consumerist society. This includes consideration of the ethical and theological values as well as the goals of some NFP organization and how this is reconciled with contemporary marketing strategies;
- Demonstrate an ability to analyze the markets of NFP and community-based organizations to identify marketing opportunities;
- Analyze how specific NFP organizations have successfully marketed their services or work, particularly within the global context;
- Describe the unique marketing needs and challenges of NFP and community-based organizations in developing a marketing strategy;
- Develop a strategic marketing plan for an NFP organization.
- Marketing and promotional ethics
- Marketing an organization with Christian values in a post-modern society
- Developing a marketing strategy for a church or NPO
- Product design as a key marketing tool to engage the target customer
- Social Marketing
- Formulating communication and promotional strategies
- Marketing communication tools: Advertising, PR, Promotions and new media