Introduction to Marketing

Unit code: VBE1005 | Study level: Undergraduate
12
(One credit point is usually equivalent to one hour of study per week)
City Campus
City Flinders
Online Real Time
VU Sydney
N/A
Overview
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Overview

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.

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 behavioural and cognitive 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

For Melbourne campuses

Assessment type: Test
|
Grade: 20%
Online test (approx 1 hr)
Assessment type: Report
|
Grade: 30%
Group Report: Situation analysis and SWOT analysis.
Assessment type: Report
|
Grade: 30%
Marketing plan/Promotional plan
Assessment type: Assignment
|
Grade: 20%
Group assessment creatively presenting solutions/promotional plan

Other locations

For students studying at Henan University, Liaoning University
Assessment type: Case Study
|
Grade: 20%
Individual written and oral report: Part 1: SWOT analysis of local business (original word count 500-1000 words)
Assessment type: Case Study
|
Grade: 20%
Part 2: Promotional Plan Individual written and oral report Promotional plan for local business (Original Word count 500-1000 words)
Assessment type: Report
|
Grade: 20%
Group Report: Marketing case study, presentation, discussion and report
Assessment type: Examination
|
Grade: 40%
Final examination (1000-1500 word equivalent / two hrs duration)
For students studying at VU Sydney
Assessment type: Test
|
Grade: 20%
Online test (approx 1 hr)
Assessment type: Report
|
Grade: 30%
Group Report: Situation analysis and SWOT analysis.
Assessment type: Report
|
Grade: 30%
Marketing plan/Promotional plan
Assessment type: Assignment
|
Grade: 20%
Group assessment creatively presenting solutions/promotional plan

Required reading

There are no required texts for this unit.

As part of a course

This unit is studied as part of the following course(s):

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