Bond University

Course Description

  • Course Name


  • Host University

    Bond University

  • Location

    Gold Coast, Australia

  • Area of Study


  • Language Level

    Taught In English

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • Credit Points

  • Recommended U.S. Semester Credits
    3 - 4
  • Recommended U.S. Quarter Units
    4.5 - 6
  • Overview


    The challenge for marketers is really very simple : it is to create an exchange with customers that offers benefit to both the customer and the marketer. To facilitate the exchange, it is obvious that the marketer must offer something of value to the customer - and rather obviously, the exchange must be of value to the marketer as well. The real challenge is in implementing this fairly simple principle. Customers are not always sure what they want, and marketers are not always sure they can deliver what they think the customer wants. This subject is designed to help you understand the complexities of the relationship between marketers and customers, and to help you develop an understanding of how firms manage their relationship with customers. This subject tackles that task in three stages. In the first stage, we develop an understanding of the nature of customers. In the second stage, we explore the marketing tools that the marketer has at his/her disposal in order to manage the relationship with the consumers.In the third stage, we examine the broader environment within which the marketer operates.

    Learning Objectives
    1. Students will demonstrate critical thinking through and understanding of the fundamental principles of marketing. This involves an illustration of product positioning, analysis of the variables in the consumer and industrial market that determine the target market, construction of a target market profile, identification and explanation of the functions of the marketing mix.
    2. Students will demonstrate knowledge and global awareness through the appreciation of the relationship of marketing theories, concepts and practices to both domestic and global marketing organizations.
    3. Students will demonstrate responsibility and critical thinking by recognizing the application of marketing principles in phenomena they see around them. Therefore, students will illustrate a greater understanding of the marketing processes that they encounter everyday in their role as consumer as well as potential future roles in the marketing industry.
    4. Students will demonstrate leadership, initiation and teamwork by working within a group and identifying potential gaps in the market and devising a strategic marketing plan.
    5. Students will demonstrate effective verbal and written communication skills required of a marketing professional.

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