| Effective Term: | 2024/05 |
| Institute / School : | Institute of Innovation, Science & Sustainability |
| Unit Title: | Introduction to Marketing |
| Unit ID: | GPMKT1501 |
| Credit Points: | 15.00 |
| Prerequisite(s): | Nil |
| Co-requisite(s): | Nil |
| Exclusion(s): | Nil |
| ASCED: | 080505 |
| Other Change: | |
| Brief description of the Unit |
This course introduces students to the basic principles and practices of marketing. On completion of this course, students should be able to understand the marketing environment and how consumers behave in it. This course has been designed to incorporate additional learning to support students' acadmic and study skill development. Students will also be exposed to the foundations of marketing research and the marketing mix. Here 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. |
| 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 | | | | | | |
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| Learning Outcomes: |
| Knowledge: |
| K1. | Examine marketing and its role in society |
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| K2. | Identify the principles that underpin marketing orientation |
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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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| S5. | Develop the appropriate English language and academic skills to successfully study at an undergraduate level. |
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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: |
This may include:
•The marketing concept and its evolution, including ethical issues
•The marketing system, environments and influencing variables
•Marketings role within the organisation and the underlying principles and techniques for marketing decision-making, marketing planning, marketing research and the development of marketing strategies
•Market behaviour and analysis through an understanding of consumer behaviour and motivation, market segmentation, target marketing and positioning
•Using the marketing mix and associated concepts including the product life cycle, new product development, brands and packaging; pricing; distribution and supply; the communication process and the promotion mix
•Market organisation, control and evaluation of marketing performance to enable feedback into decision making process |
| Graduate Attributes: |
| | Learning Outcomes Assessed | Assessment Tasks | Assessment Type | Weighting | | 1. | K1, K2, K4, S2, S5, A1 | Demonstrate knowledge of the course material | Individual Test | 20-30% | | 2. | K3, K4, S1, S2, S3, S4, S5, A1, A2 | Critically analyse and interpret a marketing situation through a report and/or presentation | Group Report and/or Presentation | 20-30% | | 3. | K1, K2, K4, K5, S2, S3, S5, A1 | Demonstrate knowledge and skills gained in the course by applying them to different marketing situations | Final Summative Assessment | 40-50% |
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