Marketing and the Consumer Experience
Overview
This unit aims to introduce key marketing concepts and their application to modern business. Understanding the role of marketing will aid understanding the interconnections it has with other business disciplines, as well as providing a strong philosophical foundation for further studies in marketing. In addition, this unit provides students with the opportunity to develop generic skills. The unit provides students with a series of learning opportunities designed to explore basic business and Marketing concepts from a variety of viewpoints including theoretical and applied perspectives.
Requisites
09-February-2025
01-June-2025
05-October-2025
02-November-2025
Learning outcomes
Students who successfully complete this unit will be able to:
- Demonstrate a broad understanding of the major conceptual and theoretical principles upon which the practice of marketing is based
- Demonstrate a general understanding of marketing management tasks and of how marketing fits into and interacts with other business functions within an organisation
- Use research information and apply marketing concepts and principles to propose ethical, creative solutions to a range of marketing related problems that arise in business contexts
- Work and communicate effectively as an individual or in teams
Teaching methods
Hawthorn
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| On-campus Class |
2.00 | 12 weeks | 24 |
| On-campus Lecture |
1.00 | 1 week | 1 |
| Online Lecture |
1.00 | 11 weeks | 11 |
| Unspecified Activities Independent Learning |
9.50 | 12 weeks | 114 |
| TOTAL | 150 |
Swinburne Online
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| Online Directed Online Learning and Independent Learning | 12.50 | 12 weeks | 150 |
| TOTAL | 150 |
Assessment
| Type | Task | Weighting | ULO's |
|---|---|---|---|
| Portfolio | Individual | 30 - 50% | 1,2,4 |
| Portfolio | Individual | 30 - 50% | 1,2,4 |
| Report | Individual | 30 - 50% | 2,3,4 |
| Report | Individual | 30 - 40% | 2,3,4 |
| Report | Group | 20 - 30% | 1,2,4 |
| Test | Individual | 20 - 30% | 1,2 |
Content
- An overview of marketing
- The marketing environment
- Buyer behavior
- Segmentation, targeting and positioning
- Marketing information and research
- Branding
- Goods and services
- Marketing channels and logistics decisions
- Integrated marketing communications
- Pricing
- Marketing ethics
Study resources
Reading materials
A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.