Unit aim

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.

Learning outcomes and graduate attributes

Prescribed texts

Session 2

  • Our textbook in 2015 is the same as in 2014. : Lamb, C, Hair, J & McDaniel, C, 2014, MKTG8: Principles of Marketing, 8th edn, Cengage Learning, Mason, Ohio, USA. ISBN: 978-1-285-43262-5.

Session 3

  • A new textbook was adopted in 2014: Lamb, C, Hair, J & McDaniel, C, 2014, MKTG8: Principles of Marketing, 8th edn, Cengage Learning, Mason, Ohio, USA. ISBN: 978-1-285-43262-5.
Prescribed texts may change in future study periods.

Teaching and assessment

Coffs Harbour

Teaching method
Lecture on-site 2 hours (Weeks 1 and 8)
Tutorial on-site 2 hours (12 weeks)
Structured online learning 1 hour (12 weeks)
Assessment
Presentation20%
Quiz20%
Blog5%
Blog5%
Wiki20%
Wiki20%
Reflective writing5%
Reflective writing5%

Gold Coast

Teaching method
Lecture on-site 2 hours (Weeks 1 and 8)
Tutorial on-site 2 hours (12 weeks)
Structured online learning 1 hour (12 weeks)
Assessment
Presentation20%
Quiz20%
Blog5%
Blog5%
Wiki20%
Wiki20%
Reflective writing5%
Reflective writing5%

Lismore

Teaching method
Lecture on-site 2 hours (Weeks 1 and 8)
Tutorial on-site 2 hours (12 weeks)
Structured online learning 1 hour (12 weeks)
Assessment
Presentation20%
Quiz20%
Blog5%
Blog5%
Wiki20%
Wiki20%
Reflective writing5%
Reflective writing5%

Melbourne

Teaching method
Lecture on-site 1 hour (10 weeks)
Tutorial on-site 2 hours (10 weeks)
Assessment
Presentation20%
Quiz20%
Blog5%
Blog5%
Wiki20%
Wiki20%
Reflective writing5%
Reflective writing5%

Melbourne - The Hotel School

Teaching method
Lecture on-site 1 hours (10 weeks)
Tutorial on-site 2 hours (10 weeks)
Assessment
Presentation20%
Quiz20%
Blog5%
Blog5%
Wiki20%
Wiki20%
Reflective writing5%
Reflective writing5%

Online

Teaching method
Lecture online 2 hours (Week 1 and 8)
Workshop online 2 hours (12 weeks)
Structured online learning 1 hour  (12 weeks)
Assessment
Presentation20%
Quiz20%
Blog5%
Blog5%
Wiki20%
Wiki20%
Reflective writing5%
Reflective writing5%

Singapore - MDIS

Teaching method
Structured online learning
Assessment
Presentation20%
Quiz20%
Blog5%
Blog5%
Wiki20%
Wiki20%
Reflective writing5%
Reflective writing5%

Sydney

Teaching method
Lecture on-site 1 hour (10 weeks)
Tutorial on-site 2 hours (10 weeks)
Assessment
Presentation20%
Quiz20%
Blog5%
Blog5%
Wiki20%
Wiki20%
Reflective writing5%
Reflective writing5%

Sydney - The Hotel School

Teaching method
Lecture online 1 hour (10 weeks)
Tutorial on-site 2 hours (10 weeks)
Assessment
Presentation20%
Quiz20%
Blog5%
Blog5%
Wiki20%
Wiki20%
Reflective writing5%
Reflective writing5%
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.
Commencing 2015 Commonwealth Supported only. Student contribution band: 3

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.