Fundamentals of Marketing - 2016

This page is for past year, View 2017 unit details.

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 2016: SP1 , SP2 , SP3 , SP4
  • Assessment: Assignment - Individual/Group (30-40%) , Invigilated Exam - (40-50%) - Learn more

Unit provided by

2016 Fees
Domestic 1,305.00
HECS 1,305.00
International 1,555.00

At the conclusion of this unit of study, the successful student will have acquired an understanding of key Marketing concepts and their application to modern business. This understanding of Marketing will also aid in the understanding of other disciplines in the Bachelor of Business/Commerce as well as providing a strong philosophical foundation for the vocational study of Marketing. In addition, students will have started the journey towards graduation and as such, this unit of study aims to provide students with opportunities to develop graduate attributes. This unit of study provides students with a series of learning opportunities designed to explore basic business and Marketing concepts from a variety of viewpoints including theoretical and applied perspectives. 

On successful completion of this unit, students will be able to:

  1. Demonstrate a broad understanding of the major conceptual and theoretical principles upon which the practice of marketing is based
  2. Demonstrate a general understanding of marketing management tasks and of how marketing fits into the organisational environment and interacts with diverse environments
  3. Identify and evaluate secondary research from a variety of sources. As a reflective and critical thinker, use this research information to apply marketing concepts and principles to propose ethical, creative solutions to a range of marketing related problems that arise in business contexts
  4. Appropriately communicate marketing ideas in written and oral form. This includes presentations, case studies, and reports using reference materials
  • Assignment — Individual/Group (30-40%)
  • Invigilated Exam — (40-50%)
  • Test — (20-30%)
For more information on invigilated exams see Exams and results

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:

  • Broadband access

This unit addresses the following topics.

1An overview of marketing
2The marketing environment
3Buyer behaviour
4Segmentation, targeting and positioning
5Marketing information and research
7Goods and services
8Marketing channels and logistics decisions
9Integrated marketing communications
11Marketing ethics

This unit is delivered using the following methods and materials:

Print based materials

  • Welcome Letter

Online materials

  • Printable format materials

This unit is a core requirement in the following courses:

This unit is part of a major, minor, stream or specialisation in the following courses:

This unit is an approved elective 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

  • MKTG3 with Student Resource Access 12 Months

    By:Lamb,Charles W.

    ISBN: 9780170355506


    Supplier:Go to The Co-op Bookshop

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