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MKT1001 Introduction to Marketing

Semester 1, 2022 Online
Units : 1
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Business
Grading basis : Graded
Course fee schedule : /current-students/administration/fees/fee-schedules

Staffing

Examiner:

Overview

Marketing goes to the very core of an organisation’s existence. The practice of marketing is the only management activity that interacts with customers in any operational environment. Accordingly, understanding the customers and understanding how the exchange of goods and services adds value to the customers, goes to the core of any business whether they are commercial, not-for-profit, government or ideas.
This course provides an overview of the theories and principles of marketing required for effective business practice, which are aligned with necessary legislation

This course introduces an organisation's marketing purpose. This course has been specifically designed for a dynamic learning journey through guided exploration and practical, interactive activities. The focus is on how organisations identify the target markets and their needs, resources and behaviour to understand the context of various markets. From this base, the course explains and explores how to develop a marketing mix (comprising product, price, promotion and placement) to satisfy the needs and wants of these markets and to create value. While the course has a theoretical base, practical application of the concepts of marketing to 'real-world' situations is an essential element.

Course learning outcomes

On successful completion of this course students should be able to:

  1. introduce, explore and synthesise marketing knowledge, marketing concepts, theories, principles and processes;
  2. obtain, analyse and interpret marketing issues, constructively and logically;
  3. find and evaluate business information using appropriate and relevant resources;
  4. communicate straightforward marketing ideas clearly and concisely to a range of audiences;
  5. develop and present a new creative marketing strategy.

Topics

Description Weighting(%)
1. What is marketing
• The marketing exchange, consumer decision making, and segmentation and target markets.
24.00
2. Context of marketing
• The marketing environment and corporate social responsibility
16.00
3. How to market
• The marketing mix (Price, Product, Placement and Promotion), The Product Life Cycle and Factors affecting the marketing mix
60.00

Text and materials required to be purchased or accessed

Gruwal, G., Levy, M., Mathews, S., Harrigan, P. Bucic, T. & Kopanidis, F., 2021, Marketing, 3rd edition, McGraw Hill: Sydney, Australia.

Student workload expectations

To do well in this subject, students are expected to commit approximately 10 hours per week including class contact hours, independent study, and all assessment tasks. If you are undertaking additional activities, which may include placements and residential schools, the weekly workload hours may vary.

Assessment details

Description Weighting (%)
ASSIGNMENT 1 - ONLINE TEST 15
ASSIGNMENT 2 - TEMPLATE 35
ASSIGNMENT 3 - PRESENTATION 50
Date printed 10 February 2023