Foundations of Marketing

This unit is an elective within the course and introduces the student to one of western societies' most ubiquitous practices; marketing. The unit introduces students to the key principles and theories that underpin modern marketing including the four P 's of marketing: product, placement, promotion and pricing. It adopts a very practical approach by focusing student activity on how to plan and develop markeing strategies, how to implement them, and then how to evaluate their success. It provides an introduction to consumer behaviour and the role of market research. The unit explores the ethical obligations of marketing as well as its impact on society both in Australia and internationally.

Learning Outcomes

  • Describe and discuss key marketing theories and principles
  • Describe the role of the consumer and consumer behaviour in marketing
  • Discuss the role and principles of market research
  • Describe the 4Ps of marketing: product, placement, promotion and pricing
  • Describe and apply the principles surrounding target markets and market segmentation
  • Describe and discuss the role of ethics and social responsibility in marketing
  • Identify, critically assess, and evaluate the key elements of marketing plans and how they are implemented
  • Apply the principles of marketing to a range of activities in a variety of settings

Content Areas

  • An Introduction to Marketing Theory and Principles
  • How to Plan Marketing Strategies
  • An Overview of Consumer Behaviour and Market Research
  • Product Decisions
  • Placement and Distribution Decisions
  • Promotion Decisions
  • Pricing Decisions
  • Target Markets and Market Segimentation
  • Implementing and Marketing Strategies
  • Evaluating Marketing Strategies
  • International Marketing and Global Societies
  • Social and Ethical Dimensions of Marketing

Unit Duration and Workload

This unit involves a total of 36 hours of face to face delivery of self directed study including educator contact in flexible delivery modes, generating a further 54 hours of self-study per unit including research and related study activities, including assessments. This translates to 7.5 hours per week for this unit.