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.
Unit details
Location:
Study level:
Undergraduate
Credit points:
12
Unit code:
BHO1171
Contact us
- Visit a student service centre
- 1300 VIC UNI (1300 842 864)
- Chat with us online
- Ask questions at GOTOVU
Find a different unit
Learning Outcomes
| 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. |
Assessment
Melbourne campuses
Students studying under the VU Block Model.
| Assessment type | Description | Grade |
|---|---|---|
| Essay | Environmental Analysis | 10% |
| Presentation | Presentation and discussion | 20% |
| Case Study | Marketing Plan | 40% |
| Test | Online test | 30% |
Other locations
| Assessment type | Description | Grade |
|---|---|---|
| Essay | Environmental Analysis | 10% |
| Presentation | Presentation and discussion | 20% |
| Case Study | Marketing Plan | 40% |
| Examination | Final examination | 30% |
Required reading
Marketing: Theory, Evidence, Practice,
Sharp, B 2017,
Oxford University Press, South Melbourne.
Where to next?
As part of a course
This unit is studied as part of the following courses. Refer to the course page for information on how to apply for the course.
Study a single unit
This unit may be available as a single unit of study.
Find out more about how to apply for single units of study at VU.
VU takes care to ensure the accuracy of this unit information, but reserves the right to change or withdraw courses offered at any time. Please check that unit information is current with the Student Contact Centre.
