| Effective Term: | 2025/05 |
| Institute / School : | Institute of Innovation, Science & Sustainability |
| Unit Title: | Introduction to Marketing |
| Unit ID: | BUMKT1200 |
| Credit Points: | 15.00 |
| Prerequisite(s): | Nil |
| Co-requisite(s): | Nil |
| Exclusion(s): | (BUMKT1501 and SPMAN1002) |
| ASCED: | 080505 |
| Other Change: | |
| Brief description of the Unit |
This unit introduces students to the basic principles and practices of marketing. On completion of this unit, students should be able to understand the marketing environment and how consumers behave in it. Students will also be exposed to ethical issues in marketing, the foundations of marketing research and the marketing mix. Students will have the opportunity to explore areas such as product development, distribution, pricing concepts and promotion. Bringing these elements together, students will learn about the importance of marketing strategy and planning. This unit provides the foundation knowledge and skills for all other marketing units. |
| Grade Scheme: | Graded (HD, D, C, P, MF, F, XF) |
| Work Experience Indicator: |
| No work experience |
| Placement Component: No |
| Supplementary Assessment:Yes |
| Where supplementary assessment is available a student must have failed overall in the Unit but gained a final mark of 45 per cent or above, has completed all major assessment tasks (including all sub-components where a task has multiple parts) as specified in the Unit Description and is not eligible for any other form of supplementary assessment |
| Course Level: |
| Level of Unit in Course | AQF Level(s) of Course | | 5 | 6 | 7 | 8 | 9 | 10 | | Introductory | | |  | | | | | Intermediate | | | | | | | | Advanced | | | | | | |
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| Learning Outcomes: |
This unit aims to introduce students to the fundamental principles and practices of marketing and to assist students to develop an understanding of the application of marketing processes and techniques.
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| Knowledge: |
| K1. | Examine marketing and its role in society |
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| K2. | Identify the principles that underpin marketing |
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| K3. | Determine the variety of marketing activities necessary to fulfil the marketing management process |
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| K4. | Recognise the principles underlying the development of marketing strategies |
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| K5. | Compare elements of the marketing mix in a variety of markets |
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| Skills: |
| S1. | Identify, obtain, and analyse information through researching and interpreting the fundamental concepts and processes of marketing |
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| S2. | Exercise judgment to recommend appropriate solutions for routine marketing tasks |
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| S3. | Select appropriate methods and tools for investigating the implementation of marketing strategies |
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| S4. | Express knowledge regarding marketing ideas to others via written and/or oral communication |
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| Application of knowledge and skills: |
| A1. | Transfer and apply marketing theory in straightforward marketing contexts |
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| A2. | Use initiative and judgement to organise the work of self and/or others to interpret a marketing situation |
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| Unit Content: |
Topics may include:
1. Overview of Marketing
2. Analysing the Marketing Environment
3. Analysing of Consumer Behaviour
4. Segmentation, Targeting and Positioning
5. Marketing Research
6. Ethics, Sustainability and CSR
7. Product Strategy
8. Services Strategy
9. Price Strategy
10. Place Strategy
11. Promotion Strategy
12. The Future of Marketing |
| Graduate Attributes: |
| Federation University recognises that students require key transferable employability skills to prepare them for their future workplace and society. FEDTASKS (Transferable Attributes Skills and Knowledge) provide a targeted focus on five key transferable Attributes, Skills, and Knowledge that are be embedded within curriculum, developed gradually towards successful measures and interlinked with cross-discipline and Co-operative Learning opportunities. One or more FEDTASK, transferable Attributes, Skills or Knowledge must be evident in the specified learning outcomes and assessment for each FedUni Unit, and all must be directly assessed in each Course.
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| FED TASK and descriptor | Development and acquisition of FEDTASKS in the Unit | | Level | FEDTASK 1
Interpersonal | Students will demonstrate the ability to effectively communicate, inter-act and work with others both individually and in groups. Students will be required to display skills in-person and/or online in: • Using effective verbal and non-verbal communication • Listening for meaning and influencing via active listening • Showing empathy for others • Negotiating and demonstrating conflict resolution skills • Working respectfully in cross-cultural and diverse teams. | Level 1 - Students require directions and boundaries from mentor | FEDTASK 2
Leadership | Students will demonstrate the ability to apply professional skills and behaviours in leading others. Students will be required to display skills in: • Creating a collegial environment • Showing self -awareness and the ability to self-reflect • Inspiring and convincing others • Making informed decisions • Displaying initiative | N/A - Not Applicable | FEDTASK 3
Critical Thinking and Creativity | Students will demonstrate an ability to work in complexity and ambiguity using the imagination to create new ideas. Students will be required to display skills in: • Reflecting critically • Evaluating ideas, concepts and information • Considering alternative perspectives to refine ideas • Challenging conventional thinking to clarify concepts • Forming creative solutions in problem solving. | Level 2 - Student demonstrates some independence within provided guidelines | FEDTASK 4
Digital Literacy | Students will demonstrate the ability to work fluently across a range of tools, platforms and applications to achieve a range of tasks. Students will be required to display skills in: • Finding, evaluating, managing, curating, organising and sharing digital information • Collating, managing, accessing and using digital data securely • Receiving and responding to messages in a range of digital media • Contributing actively to digital teams and working groups • Participating in and benefiting from digital learning opportunities. | Level 1 - Students require directions and boundaries from mentor | FEDTASK 5
Sustainable and Ethical Mindset | Students will demonstrate the ability to consider and assess the consequences and impact of ideas and actions in enacting ethical and sustainable decisions. Students will be required to display skills in: • Making informed judgments that consider the impact of devising solutions in global economic environmental and societal contexts • Committing to social responsibility as a professional and a citizen • Evaluating ethical, socially responsible and/or sustainable challenges and generating and articulating responses • Embracing lifelong, life-wide and life-deep learning to be open to diverse others • Implementing required actions to foster sustainability in their professional and personal life. | N/A - Not Applicable |
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| | Learning Outcomes Assessed | Assessment Tasks | Assessment Type | Weighting | | 1. | K1, K2, K4, S2, A1
| Demonstrate knowledge of the unit material | Test | 10-20% | | 2. | K3, K4, S1, S2, S3, S4, A1, A2
| Interpret a marketing situation through a report and/or presentation | Report and/or Presentation | 30-50% | | 3. | K1, K2, K4, K5, S2, S3, A1
| Demonstrate knowledge and skills gained in the unit by applying them to different marketing situations | Final Summative Assessment | 40-50% |
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