Details for Foundations of Marketing

In commercial businesses where financial gain is often the primary focus of the organization, marketing has become a tool to sell more, if necessary ‘by hook or by crook’, through manipulating customers with appealing but false promises. The fact that this has tainted the term ‘marketing’ should not stop us from studying and benefiting from the insights this discipline offers everyone who wants to build an ethical organisation. Because marketing theory also teaches how to build an organisation that people love and respect, how to build a strong reputation for your organisation, how to gain public support for the cause you are pursuing, or how to make sure that what you offer is really something relevant and unique for the people you want to serve.

The unit Foundations of Marketing is part of the subject area Management and is offered as a part of the following Awards: Bachelor of Contemporary Ministry (Alphacrucis College (NSW Dept. of Education)).

Unit Content

Curriculum Objective

This course offers an introduction to marketing, both as a management philosophy and a practical managerial discipline. It covers basic marketing theories and terminology, processes and tools for consumer focused strategy development and the creation of sustainable competitive advantage, as well as tools for analysis of both domestic and international real case studies.

Subject Content

1. Creating value and excitement
2. Understanding the marketing environment
3. Market research and analysis
4. Market segmentation, targeting and positioning
5. Developing the marketing mix: product, price, placement and promotion
6. Branding and brand portfolio development
7. Building and managing marketing information systems
8. Marketing ethics

This course may be offered in the following formats

Lectures, guided reading and reflection, case studies, team work and presentations, web-based interaction.

Please consult your course prospectus or enquire about how and when this course will be offered next at Alphacrucis College.

Assessment Methods

Individual Assignment: Brand Evaluation Assessment (50%, 2500 words); Group Class Presentation (25%, includes 1500 word summary); Exam (25%)

Prescribed Text

Readings provided

Representative References

• Aaker, David A. Building strong brands. New York: Free Press, 1996.
• Baker, Michael J (ed.).The marketing book. 5^th ed. Oxford; New York: Butterworth-Heinemann, 2003.
• Buell, Victor P (ed.). Handbook of modern marketing. 2^nd ed. New York: McGraw-Hill, 1986.
• Gladwell, Malcolm. The tipping point.Boston: Little, Brown, 2000.
• Godin, Seth. Purple cow: transform your business by being remarkable. New York: Portfolio, 2003.
• Johnson, Spencer. Who moved my cheese?: an amazing way to deal with change in your work and in your life. New York: Putnam, 1998.
• Keller, Kevin Lane. Strategic brand management: building, measuring, and managing brand equity. 2^nd ed. Upper Saddle River, N.J.: Prentice Hall, 2003.
• Kotler, Philip et al. Principles of marketing. 3^rd Australian ed. Pearson Education Australia, Frenchs Forest, Australia, 2006.
• Levitt, Theodore. The marketing imagination. New, expanded ed. New York: Free Press; London: Collier Macmillan, 1986.
• Makens, J.C. The marketing plan workbook. Englewood Cliffs, N.J.: Prentice-Hall, 1985.
• McDonald, Malcolm. Marketing plans: how to prepare them, how to use them. 5^th ed. Amsterdam; Boston: Butterworth-Heinemann, 2002.
• Packard, V. The hidden persuaders, New York, D. McKay Co, 1957.
• Ries, A. and Trout, J. The 22 immutable laws of marketing: violate them at your own risk. New York, NY: Harper Business, 1993.
• Turban E., King D., Lee J.K. and Viehland D. Electronic commerce: a managerial perspective. 4^th ed. Englewood Cliffs, N.J.: Prentice Hall, 2005.
• Weinstein, L. M. and Annavarjula, M. Marketing management: cases for creative problem solving. Cincinnati, Ohio: South-Western College Pub., 2001.