Overview

The aim of this unit is to introduce students to the importance of marketing for business success. Students will explore marketing principles, concepts and practice and how these contribute to the development of effective marketing strategies and plans. Students will learn about the importance of using market research in understanding the business environment, identifying opportunities and how this influences marketing decisions. 

Requisites

Equivalent units
MKT10007 Fundamentals of Marketing
Teaching periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date
Pathways Teaching 2
Location
Hawthorn
Start and end dates
01-July-2024
27-September-2024
Last self-enrolment date
14-July-2024
Census date
26-July-2024
Last withdraw without fail date
16-August-2024
Results released date
08-October-2024
Pathways Teaching 3
Location
Hawthorn
Start and end dates
21-October-2024
31-January-2025
Last self-enrolment date
03-November-2024
Census date
15-November-2024
Last withdraw without fail date
13-December-2024
Results released date
11-February-2025

Learning outcomes

Students who successfully complete this unit will be able to:

  • Explain marketing concepts and principles for the development of marketing goals and plans
  • Conduct market research and analysis to support business strategy and development of marketing plans
  • Analyse environmental factors, consumer behaviour and market segmentation to achieve better business outcomes
  • Respond to sustainability, social impact and ethical considerations when making operational marketing decisions

Teaching methods

Hawthorn

Type Hours per week Number of weeks Total (number of hours)
Face to Face Contact (Lecture)
 1 12 weeks  12
Face to Face Contact (Class )

 2 12 weeks  24
Face to Face Contact (Laboratory) 2 12 weeks  24
Unspecified Learning Activities (Independent Learning) 7.5 12 weeks  90
TOTAL     150

Assessment

Type Task Weighting ULO's
Market Analysis Individual/Group  30-40%  1,2,3,4 
Presentation Individual/Group  15-30%  1,2 
Test Individual  30-40%  1,4 

Content

  • Foundations of marketing
  • Environmental factors affecting an organisation
  • Market research
  • Segmentation
  • Buyer behaviour
  • The marketing mix
  • Marketing planning
  • Business ethics and sustainability

Study resources

Reading materials

A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.