BUS2030 provides a comprehensive introduction to marketing and sales, covering the full spectrum from market research and planning through product positioning and promotional strategy to relationship-based selling. The course culminates with students preparing and presenting a marketing and sales plan with a corresponding strategy for a simple product offering — applying theoretical concepts to a practical business scenario.
Marketing and sales foundations
Core topics
- Market research and planning: Students learn how to gather, analyze, and interpret market data to inform marketing decisions — understanding target markets, competitive landscapes, and consumer needs as the foundation for effective marketing strategies
- Product differentiation and positioning: The course examines how organizations distinguish their products and services from competitors and establish a clear market position that resonates with target customers
- Marketing communications: Students explore the promotional mix — advertising, public relations, digital marketing, personal selling, and sales promotion — and how these tools work together to communicate value to target audiences
- Consumer vs. business markets: The course distinguishes between B2C and B2B marketing, examining the different decision-making processes, buying behaviors, and marketing strategies appropriate for each market type
- Relational marketing and sales strategy: Students investigate relationship-based approaches to marketing and selling, understanding how building long-term customer relationships creates sustainable competitive advantage
BUS2030 assignments include marketing plans, sales strategy presentations, market research analyses, and product positioning exercises
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Frequently asked questions
The signature assignment in BUS2030 requires students to prepare and present a marketing and sales plan along with a corresponding marketing and sales strategy for a simple product offering. This integrated project demonstrates students' ability to apply the course's theoretical concepts to a realistic business scenario — from conducting market research and defining target segments to developing positioning strategies, selecting appropriate marketing communication channels, and creating a sales approach that aligns with the overall marketing plan. The project format develops both analytical and presentation skills that transfer directly to professional marketing roles.