2017 Unit Profile

Unit Code MKT10007

Unit Title Fundamentals of Marketing

Provider Swinburne University of Technology

Unit Type UGRD

Level of Study Undergraduate Level 1

EFTSL 0.125

Delivery Method Fully Online

Unit Overview At the conclusion of this unit of study, the successful student will have acquired an
understanding of key Marketing concepts and their application to modern business. This
understanding of Marketing will also aid in the understanding of other disciplines in the Bachelor
of Business as well as providing a strong philosophical foundation for the vocational study of
Marketing. In addition, students will have started the journey towards graduation and as such,
this unit of study aims to provide students with opportunities to develop graduate attributes. This
unit of study 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.

Please note: assessment values are indicative only, details will be advised at the start of the
unit.

Topics 1. An overview of marketing

2. The marketing environment
3. Buyer behaviour
4. Segmentation, targeting and positioning
5. Marketing information and research
6. Branding
7. Goods and services
8. Marketing channels and logistics decisions
9. Integrated marketing communications
10. Pricing
11. Marketing ethics

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 2017 Unit Profile

Learning Outcomes On successful completion of this unit, students will be able to:

1. Demonstrate a broad understanding of the major conceptual and theoretical principles upon
which the practice of marketing is based
2. Demonstrate a general understanding of marketing management tasks and of how
marketing fits into the organisational environment and interacts with diverse environments
3. Identify and evaluate secondary research from a variety of sources. As a reflective and
critical thinker, use this research information to apply marketing concepts and principles to
propose ethical, creative solutions to a range of marketing related problems that arise in
business contexts
4. Work effectively as an individual or a team member to communicate effectively whether
orally or in writing.

Assessment - Assignment - Individual/Group (30-40%)

- Invigilated Exam - (40-50%)
- Test - (20-30%)

Textbooks

Required - MKTG3 with Student Resource Access 12 Months (Print), Lamb,Charles

W., ISBN: 9780170355506

Prerequisites

Special
Requirements

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