BUSM2911 Foundations of Marketing

Bachelor Course Unit

BUSM2911 Foundations of Marketing

Level: 3rd year

Credit points: 3

Prerequisites: none

Unit description

This unit is an elective within the course and introduces students 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 Ps of marketing: product, placement, promotion, and pricing. It adopts a very practical approach by focusing student activity on how to plan and develop marketing 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

On completion of this unit students should be able to: 

  • 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 marketing 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

Unit content

  • 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 Segmentation
  • Implementing Marketing Strategies
  • Evaluating Marketing Strategies
  • International Marketing and Global Societies
  • Social and Ethical Dimensions of Marketing

Unit workload

The workload for this unit is 9.75 hours per week.

Assignment summary



Word count


Case Study




Academic Essay




Graduate attributes

The following graduate attributes will be developed in this unit:

  • Knowledge of the framework of counselling theory, and a foundational understanding of the major theories of counselling
  • Understanding of and the appropriate application of counselling skills in a range of contexts and circumstances
  • Understanding what constitutes ethical practice in counselling interactions
  • The ability to effectively and appropriately apply the micro and macro skills of counselling
  • The ability to recognise major transition points in human development and major forms of mental illness and know when and how to appropriately refer clients

Recommended text

Pride, W., Rundle-Thiele, S., Waller, D., Palladino, A., Serrell, O., & Elliot, G. (2007). Marketing: Core concepts and applications (2nd ed.). Brisbane, Australia: John Wiley and Sons.

Relevant journals

Australasian Marketing Journal
Business Marketing
International Journal of Internet Marketing and Advertising
International Marketing Review
Journal of Asia Pacific Marketing
Journal of International Marketing
Journal of Marketing
Journal of Marketing Management
Journal of Marketing Research
Journal of Strategic Marketing
Marketing News
Marketing Magazine
Marketing Tools
Online Tactics

Academic misconduct

Ethical conduct and academic integrity and honesty are fundamental to the mission of ACAP. Academic misconduct will not be tolerated by the college. Please refer tohttp://currentstudents.acap.edu.au/assets/Managing-My-Course/A-Z-Policies/Academic-Misconduct-Policy.pdf for full details of the Academic Misconduct Policy.


This unit outline may be updated and amended from time to time. To ensure you have the correct outline please check it again at the beginning of the semester.