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Business and Economics

MKW1120

Marketing Theory and Practice Lecture 1A: Administration and Introduction

Administration and Introduction

Overview

1. Introduce nature and scope of marketing and value

exchange

2. Introduce the semester and staff

3. Provide a list of key expectations and requirements

4. Overview nature and scope of MKW1120

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Marketing

Marketing is an organisational function and a set of processes for creating, communicating and delivering

value to customers and for managing customer

relationships in ways that benefit the organisation and

its stakeholders.

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Your role and learning expectations Learning is an active rather than passive process

Learning is something you do, not something we impart People do not learn through a process of osmosis We are learning facilitators We have a responsibility to the business community to

maintain a high standard of graduates We all have a broader social responsibility to perform to

the best of our abilities and to add value to the community

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Unit outline

Objectives

Time commitment

Resources

Textbook

Lecture and tutorial program

Assessment

Examination

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Text Book

Kotler, P., Burton, S., Deans, K., Brown, L. and Armstrong, G., (2013) Marketing, 9th ed. Pearson

Education Australia, Frenchs Forest

You cannot use previous editions, or any other textbook

Critical for undertaking all assessment

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Why should you learn about

marketing?

You are a customer

You may become a marketer

You will work with marketers

You will work with customers

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History of/origin of marketing Grounded in the exchange process by which two or

more parties give something of value to each other in

order to satisfy perceived needs

Transition from subsistence economies to trading economies based on surplus production

Facilitated by development of technology and more sophisticated economic systems

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Summary

Preparation and looking at the world around you is the key to doing well in marketing

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