Availabilities:

2021 unit offering information will be available in November 2020

Unit description

Introduces students to the concept of markets and the philosophy of marketing underpinning our contemporary business environment. Looks at aspects of marketing management: customer focus, relationship marketing, monitoring of the environment, buyer behaviour, marketing research, marketing planning, the marketing mix, and competitive strategy. Concepts are applied to products and services in a global context.

Unit content

Topic 1: The concept of markets and marketing concept
Topic 2: Marketing planning
Topic 3: Information for marketing
Topic 4: Knowing your target audience
Topic 5: Segmenting, targeting and positioning
Topic 6: Product strategies
Topic 7: Managing the brand
Topic 8: Price decisions
Topic 9: Value networks and marketing channels
Topic 10: Integrated marketing communications

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
1debate the role of markets and marketing in today's contemporary business environmentCreativityLifelong learningCommunication and social skills
2analyse buying behaviour in order to develop effective marketing communicationsCreativityLifelong learningCommunication and social skills
3critically evaluate the marketing strategies of private and public organisationsCreativityLifelong learningCommunication and social skills
4design a marketing plan.CreativityLifelong learningCommunication and social skills

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

  1. debate the role of markets and marketing in today's contemporary business environment
    • GA2: Creativity
    • GA5: Lifelong learning
    • GA6: Communication and social skills
  2. analyse buying behaviour in order to develop effective marketing communications
    • GA2: Creativity
    • GA5: Lifelong learning
    • GA6: Communication and social skills
  3. critically evaluate the marketing strategies of private and public organisations
    • GA2: Creativity
    • GA5: Lifelong learning
    • GA6: Communication and social skills
  4. design a marketing plan.
    • GA2: Creativity
    • GA5: Lifelong learning
    • 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.
Commencing 2021 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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