Marketing, Engagement and Behavioural Insights G (12292.1)

The unit examines practices in marketing management in small, medium and large businesses and organisations in Australia and international contexts. You analyse the marketing environment, evaluate marketing opportunities and select appropriate target markets. Based on this analysis, you develop a marketing plan for either a business, public sector or not-for-profit entity. You also interpret and evaluate contemporary marketing practices and strategies in Australian and international contexts.

Learning outcomes

Upon successful completion of this unit, students will be able to:
1. Explain how organisations create and capture customer value and identify ways to build customer engagement;
2. Appraise marketing environments and recommend strategies for specific market segments in a global context;
3. Critically evaluate marketing strategies and their impact on stakeholders, including ethical considerations; and
4. Develop marketing strategies for a selected organisation and audience.

Graduate attributes

1. UC graduates are professional - communicate effectively
1. UC graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
1. UC graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
2. UC graduates are global citizens - think globally about issues in their profession
2. UC graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
2. UC graduates are global citizens - communicate effectively in diverse cultural and social settings
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development
3. UC graduates are lifelong learners - be self-aware
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
4. UC graduates are able to demonstrate Aboriginal and Torres Strait Islander ways of knowing, being and doing - use Indigenous histories and traditional ecological knowledge to develop and augment understanding of their discipline

Prerequisites

None.

Corequisites

None.

Incompatible units

None.

Equivalent units

6261 Marketing G.

Assumed knowledge

None.