Availabilities:

Location Domestic International
China - TUST N/A Session 3
Coffs Harbour Session 2 Session 2
Gold Coast Session 2,  3 Session 2,  3
Lismore Session 2 Session 2
Melbourne N/A Session 2,  3
Melbourne - The Hotel School Session 3 Session 3
Online Session 2,  3 Session 2,  3,  3
Singapore - MDIS N/A Session 2
Sydney N/A Session 2,  3
Sydney - The Hotel School Session 2,  3 Session 2,  3

Unit Summary

Unit type

UG Coursework Unit

Credit points

12

AQF level

7

Level of learning

Introductory

Former School/College

Former School of Business and Tourism

Unit aim

Introduces students to the world of modern marketing – creating and delivering value in both profit and non-profit organisations. Examines strategic marketing planning and analysis within a dynamic environment, buying behaviour, target market selection and marketing mix strategies. Emphasises practical and ethical perspectives. Equips students to build a marketing plan for a sustainable offering.

Unit content

  1. Foundation, key concepts and ethics
  2. Strategic marketing planning and environment
  3. Creative problem solving in marketing
  4. Marketing information and research
  5. Consumer behaviour
  6. Target market selection
  7. Marketing plan direction, objectives, metrics
  8. Product strategy
  9. Pricing strategy
  10. Placement strategy
  11. Promotional strategy (Integrated Marketing Communications)
  12. Review and preview

Learning outcomes

Unit Learning Outcomes express learning achievement in terms of what a student should know, understand and be able to do on completion of a unit. These outcomes are aligned with the graduate attributes. The unit learning outcomes and graduate attributes are also the basis of evaluating prior learning.

GA1: , GA2: , GA3: , GA4: , GA5: , GA6: , GA7:
On completion of this unit, students should be able to: GA1 GA2 GA3 GA4 GA5 GA6 GA7
1 identify the key concepts and principles used in contemporary marketing
2 research, critically analyse and communicate orally a critical opinion on a contemporary marketing issue
3 collaboratively develop a new market offering positioned on 'sustainability' using the principles of creative problem solving
4 collaboratively develop a marketing plan for the sustainable market offering
5 demonstrate professionalism by critically and constructively appraising self and peers
6 demonstrate basic skills in the use of software relevant to the marketing discipline, e.g. Blackboard blog and wiki for collaborative writing, Microsoft PowerPoint for presentations, Collaborate for online sessions and presentations (external students only), SCU Library databases (e.g. Proquest) for article searches and Endnote (optional) for managing references.

On completion of this unit, students should be able to:

  1. identify the key concepts and principles used in contemporary marketing
    • GA4:
  2. research, critically analyse and communicate orally a critical opinion on a contemporary marketing issue
    • GA1:
    • GA2:
    • GA4:
    • GA6:
  3. collaboratively develop a new market offering positioned on 'sustainability' using the principles of creative problem solving
    • GA1:
    • GA2:
    • GA3:
    • GA6:
  4. collaboratively develop a marketing plan for the sustainable market offering
    • GA1:
    • GA6:
  5. demonstrate professionalism by critically and constructively appraising self and peers
    • GA5:
  6. demonstrate basic skills in the use of software relevant to the marketing discipline, e.g. Blackboard blog and wiki for collaborative writing, Microsoft PowerPoint for presentations, Collaborate for online sessions and presentations (external students only), SCU Library databases (e.g. Proquest) for article searches and Endnote (optional) for managing references.
    • GA6:

Prescribed texts

  • Our textbook in 2015 is the same as in 2014. : Lamb, C, Hair, J & McDaniel, C, 2014, MKTG8: Principles of Marketing, 8th edn, Cengage Learning, Mason, Ohio, USA. ISBN: 978-1-285-43262-5.

  • A new textbook was adopted in 2014: Lamb, C, Hair, J & McDaniel, C, 2014, MKTG8: Principles of Marketing, 8th edn, Cengage Learning, Mason, Ohio, USA. ISBN: 978-1-285-43262-5.
Prescribed texts may change in future teaching periods.