Refer to the specific census and withdrawal datesfor the semester(s) in which this unit is offered.
MKB1200, MKC1200, MKF1120, MKG1120, MKP1120, MKW1120.
This unit provides an introduction to marketing activities undertaken by business, government, profit and non profit organisations. It explores marketing theory, the marketing concept and its evolution from a strategic and applied perspective, development of corporate and marketing strategic plans, analysis of an organisation and marketing’s role, value-exchange processes, buyer behaviour, marketing research and market analysis, the marketing environment, the use of marketing decision making tools, product concepts, strategies and development, distribution, pricing and communication mix strategies, services marketing, marketing management, and implementation and control processes and procedures.
The learning goals associated with this unit are to:
Within semester assessment: 50% + Examination: 50%
Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.