This course builds on concepts introduced in Marketing Principles, as well as introducing additional concepts related to contemporary issues in marketing. Furthermore, it incorporates skills acquired in the first year business courses into the marketing management decision-making process. This course seeks to provide you with an understanding of, and experience in, the application of selected marketing concepts. In doing so, you will gain skills related to the use of analytical tools in marketing management and their application and limitations in commercial settings. Further, you will gain skills in developing marketing initiatives based on an analysis of the company and business environment. Finally, you will develop an understanding of contemporary issues in marketing.

Successful completion of this course contributes to attaining the following Australian Marketing Institute (AMI) Marketers' professional competencies:

1. Insights

7. Product and services management

You will also work towards developing the following AMI professional competencies:

16. Commercial awareness and financial acumen

18. Planning, project management and performance measurement