This is an introductory course which examines marketing as both an activity concerned with managing specific variables related to the marketing mix and as a philosophy guided by a consumer-orientation.

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

3. Strategy

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

7. Product and services management

8. Integrated marketing communications

10. Price management

21. Communications