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LocationDomesticInternational
Gold Coast
MelbourneN/A
Online
PerthN/A
SydneyN/A

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.

On completion of this unit, students should be able to:
1debate the role of markets and marketing in today's contemporary business environment
2analyse buying behaviour in order to develop effective marketing communications
3critically evaluate the marketing strategies of private and public organisations
4design a marketing plan.

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

  1. debate the role of markets and marketing in today's contemporary business environment
  2. analyse buying behaviour in order to develop effective marketing communications
  3. critically evaluate the marketing strategies of private and public organisations
  4. design a marketing plan.

Prescribed texts

  • Kotler, P; Keller, K.L; Ang, S.H; Tan, C.T. and Leong, S.W. , 2017, Marketing Management: An Asian Perspective, 7th Edn, Pearson Education. ISBN: 9781292089584.
Prescribed texts may change in future study periods.

Teaching and assessment

Teaching method
Tutorial on-site 2 hours (12 weeks)
Lecture online 1 hour (12 weeks)
Assessment
Case study30%
Report30%
Exam: open book40%

Teaching method
Tutorial on-site 2 hours (12 weeks)
Lecture online 1 hour (12 weeks)
Assessment
Case study30%
Report30%
Exam: open book40%

Teaching method
Lecture online 1 hour (12 weeks)
Assessment
Case study30%
Report30%
Exam: open book40%

Teaching method
Lecture online 1 hour (12 weeks)
Tutorial on-site 2 hours (12 weeks)
Assessment
Case study30%
Report30%
Exam: open book40%

Teaching method
Tutorial on-site 2 hours (12 weeks)
Lecture online 1 hour (12 weeks)
Assessment
Case study30%
Report30%
Exam: open book40%
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.

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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