Marketing for Leaders

This course involves on-campus teaching. For students not on campus, there will be a remote option in Sem 1. See Class Summary or Wattle for details. The course digs deep into the principles and practice of marketing with particular emphasis on the latest marketing strategies that will help marketing decision makers better address the needs of their consumers and markets. Topics include: - The role of marketing and its environment - market segmentation and target markets - competitive strategies - buyer behaviour in the consumer markets - customer value analysis - brand positioning and brand equity - integrated marketing communications - marketing of services and destination; and - social media marketing and associated digital channels. By incorporating an evidence-based approach this course will provide participants with advanced skills in acquiring, assessing and evaluating evidence from different sources before implementing and integrating them in their company's marketing strategies. Students will become forward thinking leaders with an evidence-based framework that will enable them to deliver superior performance in the market place by integrating in their decisions pertinent marketing strategies, that not only make their organization more efficient, but also identify target markets and create value for their customers.