Availabilities:

2021 unit offering information will be available in September 2020

Unit description

Introduces students to the world of modern marketing – creating and delivering value in both profit and non-profit organisations. Examines strategic marketing planning and analysis within a dynamic environment, buying behaviour, target market selection and marketing mix strategies. Emphasises practical and ethical perspectives. Equips students to build a marketing plan for a sustainable offering.

Unit content

  1. Foundation, key concepts and ethics
  2. Strategic marketing planning and environment
  3. Creative problem solving in marketing
  4. Marketing information and research
  5. Consumer behaviour
  6. Target market selection
  7. Marketing plan direction, objectives, metrics
  8. Product strategy
  9. Pricing strategy
  10. Placement strategy
  11. Promotional strategy (Integrated Marketing Communications)
  12. Review and preview

Learning outcomes

Unit Learning Outcomes express learning achievement in terms of what a student should know, understand and be able to do on completion of a unit. These outcomes are aligned with the graduate attributes. The unit learning outcomes and graduate attributes are also the basis of evaluating prior learning.

GA1: Intellectual rigour, GA2: Creativity, GA3: Ethical practice, GA4: Knowledge of a discipline, GA5: Lifelong learning, GA6: Communication and social skills, GA7: Cultural competence
On completion of this unit, students should be able to:GA1GA2GA3GA4GA5GA6GA7
1identify the key concepts and principles used in contemporary marketingKnowledge of a discipline
2research, critically analyse and communicate orally a critical opinion on a contemporary marketing issueIntellectual rigourCreativityCommunication and social skills
3collaboratively develop a new market offering positioned on 'sustainability' using the principles of creative problem solvingIntellectual rigourCreativityCommunication and social skills
4develop a marketing plan for the sustainable market offeringIntellectual rigourCreativityCommunication and social skills
5demonstrate basic skills in the use of software relevant to the marketing discipline.Communication and social skills

On completion of this unit, students should be able to:

  1. identify the key concepts and principles used in contemporary marketing
    • GA4: Knowledge of a discipline
  2. research, critically analyse and communicate orally a critical opinion on a contemporary marketing issue
    • GA1: Intellectual rigour
    • GA2: Creativity
    • GA6: Communication and social skills
  3. collaboratively develop a new market offering positioned on 'sustainability' using the principles of creative problem solving
    • GA1: Intellectual rigour
    • GA2: Creativity
    • GA6: Communication and social skills
  4. develop a marketing plan for the sustainable market offering
    • GA1: Intellectual rigour
    • GA2: Creativity
    • GA6: Communication and social skills
  5. demonstrate basic skills in the use of software relevant to the marketing discipline.
    • GA6: Communication and social skills

Teaching and assessment

Notice

Intensive offerings may or may not be scheduled in every session. Please refer to the timetable for further details.

Southern Cross University employs different teaching methods within units to provide students with the flexibility to choose the mode of learning that best suits them. SCU academics strive to use the latest approaches and, as a result, the learning modes and materials may change. The most current information regarding a unit will be provided to enrolled students at the beginning of the study session.

Fee information

Domestic

Commonwealth Supported courses
For information regarding Student Contribution Amounts please visit the Student Contribution Amounts.

Fee paying courses
For postgraduate or undergraduate full fee paying courses please check Domestic Postgraduate Fees OR Domestic Undergraduate Fees

International

Please check the international course and fee list to determine the relevant fees.

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