Introduction to Marketing

Unit code: BHO1171 | Study level: Undergraduate
Credit points
12
(Generally, 1 credit = 10 hours of classes and independent study.)
Location
City Campus
Footscray Park
Online Real Time
VU Sydney
Prerequisites
(Or equivalent to be determined by unit coordinator)
Co-requisites
(Corequisite units must be studied concurrently with this unit)
Overview
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Overview

This unit provides an introduction to the marketing function of the organisation. Identifying and meeting the needs of clients and customer groups is critical to achieving organisational goals. This unit of study provides an overview of the theories and principles of marketing which are supported by marketing science. The focus is on how organisations identify the needs of their target markets, understand the buying behaviour of their target markets, and develop a marketing mix to satisfy the needs and wants of these markets. While the course has a theoretical base that is underpinned by a marketing science approach, practical application of the concepts of marketing science is an essential element.

Learning Outcomes

On successful completion of this unit, students will be able to:

  1. Analyse how the key elements of the marketing mix contribute to an organisation's marketing strategy;
  2. Compare alternative theories of consumer behaviour and contrast how they influence marketing activities;
  3. Determine the practical implications of core marketing theory including marketing empirical generalisations, the Double Jeopardy and Duplication of Purchase laws;
  4. Investigate marketing problems in business situations using marketing research and marketing metrics, and effectively report results to a broader audience;
  5. Formulate basic marketing strategies that can be implemented to address marketing problems.

Study as a single unit

This unit can be studied on its own, without enrolling in a full degree.

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Assessment

For Melbourne campuses

Assessment type: Essay
|
Grade: 10%
Environmental Analysis for Marketing Plan
Assessment type: Case Study
|
Grade: 40%
Marketing Plan – Part 1: Segmentation Plan (15%) and Part 2: Marketing Mix (25%)
Assessment type: Presentation
|
Grade: 20%
Presentation and discussion on chosen marketing topic
Assessment type: Test
|
Grade: 30%
Online tests

Other locations

Assessment type: Essay
|
Grade: 10%
Environmental Analysis
Assessment type: Presentation
|
Grade: 20%
Presentation and discussion
Assessment type: Case Study
|
Grade: 40%
Marketing Plan
Assessment type: Examination
|
Grade: 30%
Final examination

Required reading

Marketing: Theory, Evidence, Practice,
Sharp, B 2017,| Oxford University Press, South Melbourne.

As part of a course

This unit is not compulsory for any specific course. Depending on the course you study, this unit may be taken as an elective.

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