BUS 504 Marketing Management For Integrated Marketing Communication

1. Demonstrate an understanding of the theoretical foundations of marketing management in the areas listed in the schedule of topics.
2. Demonstrate a critical appreciation of branding and product positioning strategies and the relevance of Internet marketing, social media and other elements of the marketing mix in product and service branding and positioning. 
3. Understand the importance of marketing principles and key issues affecting the development of marketing strategies, including: the marketing environment; consumer behaviour; market segmentation; targeting; positioning; branding; pricing; distribution; and promotion. 
4. Use their understanding of marketing theories and the principles of marketing research to demonstrate an ability to assess and critically evaluate an organisation’s strengths and weaknesses with respect to its marketing strategy for selected products/services in relevant target markets. 
5. Exhibit an advanced level of awareness of the ethical aspects of marketing, and be able to identify and discuss the potential consequences of marketing on society, communities and individuals.