Marketing Theory and Practice

Unit code: BHO1000 | Study level: Undergraduate
12
(Generally, 1 credit = 10 hours of classes and independent study.)
City Campus
Footscray Park
VU Brisbane
VU Sydney
N/A
Overview
Enquire

Overview

Gain an essential overview of effective marketing strategies, with the Marketing Theory and Practice unit.

In this unit you will examine the role of marketing with the customer central to your approach.

You will learn theories and principles of marketing, focusing on achieving an organisation’s goals through identifying and targeting the customers’ needs and buying behaviour.

This unit will introduce you to:

  • buyer behaviour
  • segmentation approaches
  • strategic decisions on product, price, place and promotion
  • digital and social media in marketing.

Throughout your learning, you will apply marketing concepts to real-life tasks through practical, hands-on exercises.

Learning Outcomes

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

  1. Examine the concept of marketing, with its emphasis on customers, and the role it plays with other business areas within an organisation;
  2. Investigate the impact of external and internal environments on marketing-related activities of organisations;
  3. Analyse the key elements of the marketing mix and how it contributes to an organisation's marketing strategy;
  4. Compare alternative theories of consumer behaviour and how they influence marketing activities; and,
  5. Analyse marketing problems in business situations using marketing research and marketing metrics, and effectively report results to a broader audience.

Study as 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

Assessment

For Melbourne campuses

Assessment type: Essay
|
Grade: 10%
Environmental Scan
Assessment type: Case Study
|
Grade: 40%
Marketing Plan – Part 1 (Segmentation Plan 15%), Part 2 (Marketing Mix 25%)
Assessment type: Presentation
|
Grade: 20%
Presentation and discussion on chosen marketing topic
Assessment type: Timed Assessment Task
|
Grade: 30%
In-class assessment task

Other locations

For students studying at Central University of Finance and Economics, Henan University, Liaoning University, National School of Business Management, Colombo, Sunway College Johor Bahru
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 studied as part of the following course(s):

Search for units, majors & minors