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 1

  • A new textbook has been adopted in 2017: Lamb, C, Hair, J & McDaniel, C, 2016, MKTG3 Principles of Marketing, 3th edn, Cengage Learning, South Melbourne, Australia. ISBN: 978-0170355506.

Session 2

  • Lamb, C., Hair, J. & McDaniel, C., Summers, J., Gardiner, M., 2016, MKTG3, 3rd edn, Cengage Learning, South Melbourne, Australia. ISBN: 978-0170355506.

Session 3

  • Lamb, C., Hair, J. & McDaniel, C., Summers, J., Gardiner, M., 2016, MKTG3, 3rd edn, Cengage Learning, South Melbourne, Australia. ISBN: 978-0170355506.
Prescribed texts may change in future study periods.

Teaching and assessment

Coffs Harbour

Teaching method
Tutorial on-site 2 hours (12 weeks)
Lecture online 1 hour (12 weeks)
Assessment
Presentation30%
Wiki35%
Report35%
QuizSR

Gold Coast

Teaching method
Tutorial on-site 2 hours (12 weeks)
Lecture online 1 hour (12 weeks)
Assessment
Presentation30%
Wiki35%
Report35%
QuizSR

Lismore

Teaching method
Tutorial on-site 2 hours (12 weeks)
Lecture online 1 hour (12 weeks)
Assessment
Presentation30%
Wiki35%
Report35%
QuizSR

Melbourne

Teaching method
Lecture online 1 hour (12 weeks)
Tutorial on-site 2 hours (12 weeks)
Assessment
Presentation30%
Wiki35%
Report35%
QuizSR

Melbourne - The Hotel School

Teaching method
Lecture on-site 1 hours (12 weeks)
Tutorial on-site 2 hours (12 weeks)
Assessment
Presentation30%
Wiki35%
Report35%
QuizSR

Online

Teaching method
Lecture online 1 hour  (12 weeks)
Assessment
Presentation30%
Wiki35%
Report35%
QuizSR

Papua New Guinea - IBSU Enga

Teaching method
Workshop on-site
Assessment
Presentation30%
Wiki35%
Report35%
QuizSR

Papua New Guinea - IBSU Port Moresby

Teaching method
Workshop on-site
Assessment
Presentation30%
Wiki35%
Report35%
QuizSR

Singapore - MDIS

Teaching method
Workshop on-site
Assessment
Presentation30%
Wiki35%
Report35%
QuizSR

Sydney

Teaching method
Lecture online 1 hour (12 weeks)
Tutorial on-site 2 hours (12 weeks)
Assessment
Presentation30%
Wiki35%
Report35%
QuizSR

Sydney - The Hotel School

Teaching method
Lecture online 1 hour (12 weeks)
Tutorial on-site 2 hours (12 weeks)
Assessment
Presentation30%
Wiki35%
Report35%
QuizSR
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 2017 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.

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