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 2020
| Unit name | Principles of Marketing |
|---|---|
| Unit code | XPD112 |
| Credit points | 12.5 |
| Faculty/School | Academic Division Office of the Provost & AD |
| Discipline | University Pathways |
| Coordinator | TBC |
| Level | Introductory |
| Available as student elective? | No |
| Breadth Unit? | No |
Availability
Note
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* The Final WW Date is the final date from which you can withdraw from the unit without academic penalty, however you will still incur a financial liability (see withdrawal dates explained for more information).
Fees
Requisites
Mutual Exclusions
You cannot enrol in this unit as well as the following:
BMA151, BMA251
Teaching
| Assessment | Application Activities: 30% Individual Case Study: 30% Final Examination: 40% |
|---|---|
| Timetable | View the lecture timetable | View the full unit timetable |
Textbooks
| Required | Elliott, G, Rundle-Thiele, S, Waller, D, Smith, S, Eades, L & Bentrott, I 2018, Marketing, 4th edn, Wiley, Australia. (eBook). |
|---|
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