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Principles of Marketing unit (XPD112)

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Unit year 2027

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Introduction

Marketing is the practice of managing an organisation’s market offerings to create value-laden customer exchanges. Adopting a market orientation means organisations allow their marketing practices to be responsive to opportunities, and threats presented in the business environment. This responsiveness enables them to compete effectively in an increasingly dynamic global marketplace. This unit explores the basic principles and concepts that underpin marketing. You will be introduced to theories supporting market segmentation, target marketing, positioning and the marketing mix. This unit will provide you with the foundational knowledge on how firms market products, and an understanding of the role of marketing within the organisational, business and social environment. This unit will help you to develop skills in the application of marketing concepts to practical business problems in order to identify potential marketing solutions.

Summary

Unit name Principles of Marketing
Unit code XPD112
Credit points 12.5
College/School Academic Division
Learning Teaching Performance
Discipline University Pathways
Coordinator John Mtandwa
Available as an elective? No
Delivered By Third Party(ies): UP Education
Level Introductory

Sustainable Development Goals

The Unit Coordinator has identified that this unit aligns with the following UN Sustainable Development Goals. We welcome your thoughts and feedback on the alignment of the unit with these goals.

Availability

Specific information on 2027 unit availability will be available in August

Learning Outcomes

  • Explain marketing theories.
  • Apply knowledge of marketing theories to analyse marketing problems.
  • Discuss marketing’s role in an organisation and society.
  • Communicate knowledge of marketing theories in written form.

Fee Information

2027 fee information will be available in August.

Requisites

Mutual Exclusions

You cannot enrol in this unit as well as the following:

BMA151

Teaching

AssessmentApplication Activities (30%)|Individual Case Study (30%)|Examination (40%)
TimetableView the lecture timetable | View the full unit timetable

Textbooks

Required

Required readings will be listed in the unit outline prior to the start of classes.

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