This unit of study 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 fundamental 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 unit has a theoretical base that is underpinned by a marketing science approach, a practical application of the concepts of marketing to real life scenarios is essential. The learning and teaching in the unit prepares students for further study and the workplace by supporting them to develop relevant academic and professional skills.

Unit details

Study level:
Undergraduate
Credit points:
12
Unit code:
VBE1005

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 fundamental theories of consumer behaviour and begin to 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 basic marketing problems in general business situations and effectively report results to a broader audience;  
  5. Formulate basic marketing strategies that can be implemented to address marketing problems;  
  6. Analyse the role of the marketer and the marketer's contribution to the direction of the organisation; and  
  7. Demonstrate the development of key fundamental academic and professional skills required for further study and the workforce  

Assessment

Melbourne campuses

Students studying under the VU Block Model.

Assessment type Description Grade
Case Study Individual written and oral report: Part 1: SWOT analysis of local business (original word count 500-1000 words) 20%
Case Study Part 2: Promotional Plan Individual written and oral report Promotional plan for local business (Original Word count 500-1000 words) 20%
Report Group Report: Marketing case study, presentation, discussion and report 20%
Test Two (2) In Class supervised Tests (2 hours) 40%

Other locations

Assessment type Description Grade
Case Study Individual written and oral report: Part 1: SWOT analysis of local business (original word count 500-1000 words) 20%
Case Study Part 2: Promotional Plan Individual written and oral report Promotional plan for local business (Original Word count 500-1000 words) 20%
Report Group Report: Marketing case study, presentation, discussion and report 20%
Examination Final examination (1000-1500 word equivalent / two hrs duration) 40%

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.