Availabilities:
| Location | Domestic | International |
|---|---|---|
| China - TUST | N/A | |
| Melbourne | N/A | |
| Online | Term1 | Term1 |
| Papua New Guinea - IBSU Port Moresby | N/A | Term1 |
| Perth | N/A | |
| Sydney | N/A |
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: | |
|---|---|
| 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. |
On completion of this unit, students should be able to:
- obtain a working knowledge of the key concepts and principles used in contemporary marketing
- prepare a new market offering using the principles of creative problem solving
- develop a marketing plan for the new market offering.
Prescribed Learning Resources
- Lamb, C, Hair, J, McDaniel, C, Summers, J & Gardiner, M, 2018, MKTG4, 4th edn, Cengage Learning, South Melbourne, Victoria, Australia. ISBN: 9780170411769.
Adequate Internet access is required for this unit – both for studying the learning materials and for completing the assessments.
- Lamb, C, Hair, J, McDaniel, C, Summers, J & Gardiner, M, 2018, MKTG4, 4th edn, Cengage Learning, South Melbourne, Victoria, Australia. ISBN: 9780170411769.
Adequate Internet access is required for this unit – both for studying the learning materials and for completing the assessments.
- Lamb, C, Hair, J, McDaniel, C, Summers, J & Gardiner, M, 2018, MKTG4, 4th edn, Cengage Learning, South Melbourne, Victoria, Australia. ISBN: 9780170411769.
Adequate Internet access is required for this unit – both for studying the learning materials and for completing the assessments.
Teaching and assessment
| Teaching method |
| Residential |
| Assessment | |
| Quiz | 20% |
| Marketing plan Stage 1 | 40% |
| Marketing plan Stage 2 | 40% |
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.