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LocationDomesticInternational
China - TUSTN/A
MelbourneN/A
Term1,5
Online
Papua New Guinea - IBSU Port MoresbyN/A
PerthN/A
Term1,5
SydneyN/A
Term1,5

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

Module 1: Foundation, key concepts, ethics

Module 2: Marketing information and research

Module 3: Consumer behaviour and target market selection

Module 4: Marketing plan direction, objectives, metrics

Module 5: The 4Ps – Part 1: Product and pricing

Module 6: The 4Ps – Part 2: Placement and promotion

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.

On completion of this unit, students should be able to:
1obtain a working knowledge of the key concepts and principles used in contemporary marketing
2prepare a new market offering using the principles of creative problem solving
3develop a marketing plan for the new market offering.

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

  1. obtain a working knowledge of the key concepts and principles used in contemporary marketing
  2. prepare a new market offering using the principles of creative problem solving
  3. develop a marketing plan for the new market offering.

Prescribed Learning Resources

Prescribed Texts
  • Lamb, C, Hair, J, McDaniel, C, Summers, J & Gardiner, M, 2018, MKTG4, 4th edn, Cengage Learning, South Melbourne, Victoria, Australia. ISBN: 9780170411769.

Prescribed Texts
  • Lamb, C, Hair, J, McDaniel, C, Summers, J & Gardiner, M, 2018, MKTG4, 4th edn, Cengage Learning, South Melbourne, Victoria, Australia. ISBN: 9780170411769.

Prescribed Texts
  • Lamb, C, Hair, J, McDaniel, C, Summers, J & Gardiner, M, 2018, MKTG4, 4th edn, Cengage Learning, South Melbourne, Victoria, Australia. ISBN: 9780170411769.

Prescribed Texts
  • Lamb, C, Hair, J, McDaniel, C, Summers, J & Gardiner, M, 2018, MKTG4, 4th edn, Cengage Learning, South Melbourne, Victoria, Australia. ISBN: 9780170411769.
Prescribed Learning Resources may change in future Teaching Periods

Teaching and assessment

Teaching method
Workshop 1 hour (Weekly)
Tutorial 2 hours (Weekly)
Assessment
Online Quiz20%
Marketing plan Stage 1: Background, SWOT, objectives, target market selection40%
Marketing plan stage 2: Positioning, Marketing mix40%

Teaching method
Workshop 1 hour (Weekly)
Tutorial 2 hours (Weekly)
Assessment
Online Quiz20%
Marketing plan Stage 1: Background, SWOT, objectives, target market selection40%
Marketing plan stage 2: Positioning, Marketing mix40%

Teaching method
Workshop 1 hour (Weekly)
Tutorial 2 hours (Weekly)
Assessment
Online Quiz20%
Marketing plan Stage 1: Background, SWOT, objectives, target market selection40%
Marketing plan stage 2: Positioning, Marketing mix40%

Teaching method
Workshop 1 hour (Weekly)
Tutorial 2 hours (Weekly)
Assessment
Online Quiz20%
Marketing plan Stage 1: Background, SWOT, objectives, target market selection40%
Marketing plan stage 2: Positioning, Marketing mix40%

Teaching method
Workshop 1 hour (Weekly)
Tutorial 2 hours (Weekly)
Assessment
Online Quiz20%
Marketing plan Stage 1: Background, SWOT, objectives, target market selection40%
Marketing plan stage 2: Positioning, Marketing mix40%
Notice

Intensive offerings may or may not be scheduled in every teaching period. 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 teaching period.

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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