Introduction to Marketing - 2017

Unit summary


  • Level of Study: Undergraduate Level 1
  • Study load: 0.125 EFTSL
  • Delivery method: Fully Online
  • Prerequisites: Yes
  • Duration: 13 weeks
  • Government loans available: FEE-HELP, HECS-HELP
  • Availability for 2017: SP1 , SP2 , SP3
  • Availability for 2018: SP1 , SP2 , SP3
  • Assessment: Assignment 1 - Written Assignment (40%) , Assignment 2 - Written Assignment (40%) - Learn more

Unit provided by

2017 Fees
Domestic 1,324.00
HECS 1,324.00
International 1,574.00

Please note: The assessment information below applied from Study Period 2 onward. For detailed assessment information relevant to your current Study Period, please refer to your study materials.

Marketing is everywhere, every day and is the process that facilitates the exchange of products and services for the benefit of individuals, groups, organisations and society as a whole. Central to this unit is the consumer's perspective, and while you are a student you are also an active consumer in the marketing process, so you will appreciate the approach we take in presenting this unit.

At the completion of this unit students will be able to:

  1. research and analyse academic and industry data to evaluate business or brand marketing problems
  2. create original solutions for marketing problems by generating tailored marketing mixes for identified market segments
  3. generate detailed and persuasive written reports to effectively communicate analysis and solutions
  4. explain the importance of ethical and sustainable business practice and the necessity of corporate social responsibility.
  • Assignment 1 — Written Assignment (40%)
  • Assignment 2 — Written Assignment (40%)
  • Quiz — Online quizzes (20%)

Equivalent units

You cannot enrol in this unit if you have successfully completed any of the following unit(s) because they are considered academically equivalent:

  • MAR11 — Marketing Theory and Practice
  • Audio/Visual equipment

This unit addresses the following topics.

1Introduction to marketing: both profit and non-profit
2How to write a marketing plan/ Planning, implementation and control
3Environmental analysis
4Market research
5Buyer behaviour
6Segmentation, targeting and positioning
7Products and services
12International marketing
13Revision of unit content

This unit is delivered using the following methods and materials:

Instructional Methods

  • Audio/Video conferencing
  • Chat rooms
  • Discussion Forum/Discussion Board
  • Online Quizzes/Tests
  • Online assignment submission
  • Podcasting/Lecture capture
  • Standard Media
  • Web links

Online materials

  • Online Assessment

This unit is a core requirement in the following courses:

This unit may be eligible for credit towards other courses:

  1. Many undergraduate courses on offer through OUA include 'open elective' where any OUA unit can be credited to the course. You need to check the Award Requirements on the course page for the number of allowed open electives and any level limitations.
  2. In other cases, the content of this unit might be relevant to a course on offer through OUA or elsewhere. In order to receive credit for this unit in the course you will need to supply the provider institution with a copy of the Unit Profile in the approved format, which you can download here. Note that the Unit Profile is set at the start of the year, and if textbooks change this may not match the Co-Op textbook list.

Textbooks are subject to change within the academic year. Students are advised to purchase their books no earlier than one to two months before the start of a unit.

Click on the titles of the listed books below to find out more:

Required textbooks

  • Marketing (Au) 3E + iStudy V3 Registration Card


    ISBN: 9780730309178


    Supplier:Go to The Co-op Bookshop

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