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 3
Location
Hawthorn
Start and end dates
20-October-2025
30-January-2026
Last self-enrolment date
02-November-2025
Census date
14-November-2025
Last withdraw without fail date
12-December-2025
Results released date
10-February-2026
Pathways Teaching 1
Location
Hawthorn
Start and end dates
23-February-2026
29-May-2026
Last self-enrolment date
08-March-2026
Census date
24-March-2026
Last withdraw without fail date
14-April-2026
Results released date
09-June-2026
Pathways Teaching 2
Location
Hawthorn
Start and end dates
22-June-2026
25-September-2026
Last self-enrolment date
05-July-2026
Census date
21-July-2026
Last withdraw without fail date
11-August-2026
Results released date
06-October-2026
Pathways Teaching 3
Location
Hawthorn
Start and end dates
19-October-2026
29-January-2027
Last self-enrolment date
01-November-2026
Census date
17-November-2026
Last withdraw without fail date
15-December-2026
Results released date
09-February-2027

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)
On-campus (Lecture)
 1 12 weeks  12
On-campus (Class 1)

 2 12 weeks  24
On-campus (Class 2) 2 12 weeks  24
Unspecified 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.