MKB1700 - Fundamentals of marketing

Overview

Creating value for organisations, stakeholders, consumers, and even society as a whole, is a central theme in marketing. In this unit you will be introduced to the marketing discipline and its role within an organisation. You will gain an understanding of key frameworks, concepts, and strategies used by marketers to … For more content click the Read More button below. Given the importance of marketing in contemporary society, this unit is suitable if you are seeking a career in marketing or wanting a basic understanding of the functions of marketing in an organisation.

Creating value for organisations, stakeholders, consumers, and even society as a whole, is a central theme in marketing.

In this unit you will be introduced to the marketing discipline and its role within an organisation. You will gain an understanding of key frameworks, concepts, and strategies used by marketers to address specific challenges and opportunities. Throughout this unit you will learn how to apply your newly-acquired knowledge to solve a range of marketing problems.

Given the importance of marketing in contemporary society, this unit is suitable if you are seeking a career in marketing or wanting a basic understanding of the functions of marketing in an organisation.

Offerings

S1-01-PENINSULA-ON-CAMPUS

Requisites

Prohibition

Contacts

Chief Examiner(s)

Dr Erica Brady

Notes

Optional Peer Assisted Study Sessions (PASS) run in this unit.

Learning outcomes

On successful completion of this unit, you should be able to:

describe fundamental marketing frameworks and concepts

explain the role and influence of marketing in an organisational environment

discuss how marketing concepts are used in the marketplace and everyday life

apply key marketing concepts, tools, and techniques to a range of marketing problems

discuss the role of marketing in creating value for an organisation and its stakeholders.

Teaching approach

Active learning

Assessment

1 - Within semester assessment

2 - Examination

Scheduled and non-scheduled teaching activities

Seminars

Tutorials

Workload requirements

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.

Learning resources

Required resources