Subject details

Students who successfully complete this subject 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. Use research information and apply marketing concepts and principles to propose ethical, creative solutions to a range of marketing related problems that arise in business contexts
  4. Work effectively as an individual or a team member to communicate well orally or in writing.
  • Topics

    • An overview of marketing
    • The marketing environment
    • Buyer behaviour
    • Segmentation, targeting and positioning
    • Marketing information and research
    • Branding
    • Goods and services
    • Marketing channels and logistics decisions
    • Integrated marketing communications
    • Pricing
    • Marketing ethics
  • Study resources

    • Print Materials

      • Welcome letter
    • Online Materials

      • Printable format materials

Entry Requirements

Equivalent Subjects

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

Special requirements

No special requirements

This subject gives students 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 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 subject of study aims to provide students with the opportunity to develop graduate attributes. The subject 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. 

  • Assignment 1 - Assignment 1 - Individual (10-20%)
  • Assignment 2 - Presentation — Individual/Group (20-30%)
  • Assignment 3 - Assignment 2 — Individual/Group (20-30%)
  • Assignment 4 - Report — Individual (30-50%)

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 subject.

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