| Effective Term: | 2027/20 |
| 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: | |
| 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 | | | | | | |
|
| Learning Outcomes: |
| Knowledge: |
| Skills: |
| Application of knowledge and skills: |
| Other outcomes: |
| O1. | Examine the role of marketing in society and identify principles underpinning marketing and its strategies. |
|
| O2. | Analyse marketing activities and the marketing mix to address varied market contexts. |
|
| O3. | Apply research methods to obtain and interpret marketing information for informed decision-making. |
|
| O4. | Communicate marketing ideas effectively through written, oral, and/or visual modes in collaborative and professional contexts. |
|
| O5. | Apply judgment and initiative to recommend appropriate marketing solutions, incorporating ethical and sustainable considerations. |
|
| 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: |
| | Learning Outcomes Assessed | Assessment Tasks | Assessment Type | Weighting | Professional Standards |
| 1. |
1, 2 |
Demonstrate knowledge of the unit material |
Test |
10-20% |
|
| 2. |
2, 3, 4, 5 |
Interpret a marketing situation through a report and/or presentation |
Report and/or Presentation |
30-50% |
|
| 3. |
1, 4, 5 |
Demonstrate knowledge and skills gained in the unit by applying them to different marketing situations |
Final Summative Assessment |
40-50% |
|
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