MKB1700 · Fundamentals of marketing

Overview

Creating value for organisations, stakeholders, consumers, and even society as a whole, is a central theme in marketing. In this unit you will be introduced to the marketing discipline and its role within an organisation. You will gain an understanding of key frameworks, concepts, and strategies used by marketers to address specific challenges and opportunities. Throughout this unit you will learn how to apply your newly-acquired knowledge to solve a range of marketing problems. Given the importance of marketing in contemporary society, this unit is suitable if you are seeking a career in marketing or wanting a basic understanding of the functions of marketing in an organisation.

Offerings

Assessment

The Handbook lists an examination for this unit.

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Requisites

Learning outcomes

1. describe fundamental marketing concepts, frameworks and their interrelationships
2. discuss how marketing concepts are used in the global marketplace and everyday life
3. apply key marketing concepts, tools, and techniques to a range of marketing problems
4. discuss the role of marketing in creating value for an organisation and its stakeholders.

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.

Student experience, not official rules. Nothing here changes what the Handbook says.