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Unit of Study MRKT1001 - Marketing Principles (2022)

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Unit Snapshot

Unit description

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

Module 1: Foundation, key concepts, ethics

Module 2: Marketing information and research

Module 3: Consumer behaviour and target market selection

Module 4: Marketing plan direction, objectives, metrics

Module 5: The 4Ps – Part 1: Product and pricing

Module 6: The 4Ps – Part 2: Placement and promotion

Availabilities

Location Domestic International
China - TUST N/A
Session1
Melbourne N/A
Term1,5
Online
Term1
Term1
Papua New Guinea - IBSU Port Moresby N/A
Session2
Perth N/A
Term1,5
Sydney N/A
Term1,5

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.

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

obtain a working knowledge of the key concepts and principles used in contemporary marketing

prepare a new market offering using the principles of creative problem solving

develop a marketing plan for the new market offering.

Prescribed learning resources

Prescribed Texts
  • Lamb, C, Hair, J, McDaniel, C, Summers, J & Gardiner, M, 2018, MKTG4, 4th edn, Cengage Learning, South Melbourne, Victoria, Australia. ISBN: 9780170411769.

Prescribed Texts
  • Lamb, C, Hair, J, McDaniel, C, Summers, J & Gardiner, M, 2018, MKTG4, 4th edn, Cengage Learning, South Melbourne, Victoria, Australia. ISBN: 9780170411769.

Prescribed Texts
  • Lamb, C, Hair, J, McDaniel, C, Summers, J & Gardiner, M, 2018, MKTG4, 4th edn, Cengage Learning, South Melbourne, Victoria, Australia. ISBN: 9780170411769.

Prescribed Texts
  • Lamb, C, Hair, J, McDaniel, C, Summers, J & Gardiner, M, 2018, MKTG4, 4th edn, Cengage Learning, South Melbourne, Victoria, Australia. ISBN: 9780170411769.

Prescribed Learning Resources may change in future Teaching Periods.