Fundamentals of Marketing
Duration
- One Semester or equivalent
Contact hours
- 36
2021 teaching periods
Hawthorn
Higher Ed. Semester 1 | Higher Ed. Semester 2 | |
---|---|---|
Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
HOL Study Period 4 | ||
---|---|---|
Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Swinburne Online
Teaching Period 2 | ||
---|---|---|
Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Prerequisites
NilCorequisites
Nil
Alternative Tertiary Entry Program: Students who have passed MKT00002 are exempted from taking this unit and must select another unit in its place with advice from a Course Advice Specialist.
Aims and objectives
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.
Students who successfully complete this unit will be able to:
2. Demonstrate a general understanding of marketing management tasks and of how marketing fits into and interacts with other business functions within an organisation
3. 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
4. Work and communicate effectively as an individual or in teams
Unit information in detail
- Teaching methods, assessment, general skills outcomes and content.
Teaching methods
36 hours consisting of the following.
Blended learning: Online content (12 weeks x 1 hour),
Face to Face scheduled lectures (12 weeks x 1 hour) and tutorials (12 weeks x 1 hour).
Fully Online Mode: SOL and OUA
Student workload:
For all teaching and learning structures (both face to face and online), students are expected to spend an average of 150 hours per unit in total over the duration of the study period
This includes all:
• Scheduled teaching and learning events and activities (contact hours timetabled in a face-to-face teaching space) and scheduled online learning events (contact hours scheduled in an online teaching space), and
• Non-scheduled learning events and activities (including directed online learning activities, assessments, independent study, student group meetings, and research
To be successful, students should:
• Read all prescribed materials and/or view videos in preparation for each class
• Attend and engage in all scheduled classes (face to face or online)
• Start assessment tasks well ahead of the due date, and submit assessments promptly
• Read / listen to all feedback carefully, and consider it for future assessment
• Engage with fellow students and teaching staff (don’t hesitate to ask questions)
Assessment
Portfolio (Individual) 30-50%
Report (Individual) 20-30% and (Group) 10-20%
Tests (Individual/Group) 20-30%
Swinburne Online (SOL) and OUA
Portfolio (Individual) 30-50%
Report (Individual) 30-50%
Tests (Individual/Group) 20-30%
General skills outcomes
• Problem solving skills
• Analysis skills
• Communication skills
• Ability to tackle unfamiliar problems
• Ability to work independently
• Analysis skills
• Communication skills
• Ability to tackle unfamiliar problems
• Ability to work independently
Content
• The marketing environment
• Buyer behavior
• Segmentation, targeting and positioning
• Marketing information and research
• New product/service development
• Branding, goods and services
• Marketing channels and logistics decisions
• Integrated marketing communications
• Pricing
• Marketing ethics
Study resources
- Reading materials.
Reading materials
Students are advised to check the unit outline in the relevant teaching period for appropriate textbooks and further reading.