Availabilities:

2024 unit offering information will be available in November 2023

Unit description

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

Unit content

Topic 1: Marketing planning and the marketing concept
Topic 2: Knowing and researching your target audience
Topic 3: Segmenting, targeting, positioning and branding
Topic 4: Product strategies
Topic 5: Price decisions, value networks and marketing channels
Topic 6: 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:
1discuss the role of marketing in today's contemporary business environment
2analyse buying behaviour in order to develop effective marketing communications
3critically evaluate the marketing strategies of organisations
4design a marketing plan.

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

  1. discuss the role of 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 organisations
  4. design a marketing plan.

Teaching and assessment

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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