Consumers, brands and marketing management

This unit explores contemporary practice of marketing in light of an increasingly digital and dynamic business environment. It introduces the key concepts, frameworks, and theoretical foundations necessary for leaders without marketing backgrounds to work effectively with the organisation’s marketing professionals. Specifically, the unit provides critical focus on consumers and brands, highlighting progressive practice in digital marketing, such as the use of marketing analytics and customer experience mapping. To deepen and extend understanding, the unit then introduces a series of forces - technological, social, environmental, economic, and geopolitical – which will shape the practice of marketing in the future.

Informed with foundational knowledge and enlightened by future directions, this unit prepares leaders to understand the organisation’s marketing function in light of contributions it should make to strategic performance, today and in the future. As one of six operational knowledge units, it also provides ample opportunity to apply your learning to professional practice and build a portfolio of projects relevant to your career.