This unit (BHO1171) 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

Study level:
Credit points:
Unit code:

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.  


Melbourne campuses

Students studying under the VU Block Model.

Assessment type Description Grade
Essay Environmental Analysis 10%
Case Study Marketing Plan – Part 1: Segmentation Plan (15%) and Part 2: Marketing Mix (25%) 40%
Presentation Presentation and discussion chosen marketing topic 20%
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 can be studied on its own, without enrolling in a full degree. Learn more about 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.