Managing Marketing

Marketing and the role it plays is pivotal in all contemporary organisations. This course addresses underpinning theories of marketing and how they can be applied to create the desired impact on customers. It is especially recommended for those holding or seeking senior or general management positions that require knowledge of the role of marketing in an organisation without being functionally responsible for it.

Designed For
Middle or senior managers who have either an undergraduate degree or significant managerial experience and want to take their skills to the next level.   

Content

• Introduction to marketing
• Consumer behaviour
• Products, people, price and place
• Communication and promotion
• Market information and research
• The integrated marketing mix
• Services marketing
• E-marketing
• International marketing

Learning Outcomes

• Understand and apply the concepts, principles, theories and terminology of the marketing discipline
• Identify and analyse the role and responsibilities of marketing
• Develop a marketing brief
• Assess the scope and role of market research for effective managerial decision making
• Understand and analyse environments and the effect they have on marketing decisions
• Evaluate and apply marketing concepts and models and identify their influence in the marketing mix
• Devise and implement market research methodologies in the formulation of a marketing plan

Assessment

A combination of class participation, concept tests, presentations and reports. 

Written assessment tasks are based primarily on the student’s organisational context and experience.  Assessment is at postgraduate level and requires academic referencing and evidence of having read and synthesised the literature. 

Relationship to Qualification

Students who successfully complete this program and accompanying assessments will be granted credit towards the Graduate Certificate Professional Management or Graduate Diploma Management Innovation.

Enrolment

Enrol now or contact the AIM Graduate School on (07) 3227 4873 or email graduateschool@aimqld.com.au.