Content

• The marketing concept
• Identifying market trends and developments
• Quantitative and qualitative market information
• Approaches for determining the market for a product/service
• The marketing mix: product, price, place, promotion, people
• The role of the marketing mix in developing marketing strategy
• A framework for developing a marketing plan
• Market segmentation techniques
• Determining a target market for your product/service
• Legal and ethical issues of marketing

Learning Objectives

• Conduct and analyse market research
• Segment a market
• Identify a target market
• Plan marketing activities
• Implement and manage marketing activities
• Review marketing activities
• Profile the target audience
• Determine and develop a market positioning strategy
• Assess the influences of the target market on customer behaviour
• Monitor and review marketing performance

This program is nationally accredited and includes assessment at AQF Level 4.

The learning outcomes provide the National Competency Standards for:

• BSBMKG401B – Profile the market
• BSBMKG402B – Analyse consumer behaviour within specific markets
• BSBMKG408B – Conduct market research
• BSBMKG414A – Undertake marketing activities

To download the course outline as a PDF, please click here.