Introduction
Marketing is a business function that goes beyond the mere act of selling or advertising, it encompasses the entire process through which value is created, captured and offered to customers. It is critical that organisations establish and maintain relationships with customers to achieve and sustain a competitive advantage. In order to compete effectively in an increasingly dynamic global market, managers must be cognisant of the importance of marketing and how it contributes to the achievement of strategic goals. The focus of this unit is to develop your knowledge of what marketing is, how it works and why it is important in a business context. It provides you with a comprehensive description of the key theories and concepts upon which the marketplace can be understood, assessed and targeted. This unit will equip you with the foundational knowledge and skills required to engage in and manage the process through which a firm’s value offerings are marketed to customers.
Summary
| Unit name | Foundations of Marketing |
| Unit code | XPD508 |
| Credit points | 12.5 |
| College/School | Academic Division Learning Teaching Performance |
| Discipline | University Pathways |
| Coordinator | John Mtandwa |
| Delivered By | Third Party(ies): UP Education |
| Level | Postgraduate |
Learning Outcomes
- Explain the fundamentals of marketing and converse in marketing language.
- Apply theories to understand, assess, and target particular market segments.
- Analyse marketing mix using fundamental marketing theories.
- Present in oral and written format analysis of marketing situations.
Fee Information
| Field of Education | Commencing Student Contribution 1,3 | Grandfathered Student Contribution 1,3 | Approved Pathway Course Student Contribution 2,3 | Domestic Full Fee 4 |
|---|---|---|---|---|
| not applicable |
1 Please refer to more information on student contribution amounts.
2 Please refer to more information on eligibility and Approved Pathway courses.
3 Please refer to more information on eligibility for HECS-HELP.
4 Please refer to more information on eligibility for FEE-HELP.
If you have any questions in relation to the fees, please contact UniConnect or more information is available on StudyAssist.
Please note: international students should refer to What is an indicative Fee? to get an indicative course cost.
Requisites
Mutual Exclusions
You cannot enrol in this unit as well as the following:
BMA506Teaching
| Teaching Pattern | Five hours of classes will be delivered per week throughout semester. |
|---|---|
| Assessment | Application Presentations (25%)|Case Study Part A (25%)|Case Study - Part B (50%) |
| Timetable | View the lecture timetable | View the full unit timetable |
Textbooks
| Required |
You will need the following text Grewal, D, Levy, M, Mathews, S, Harrigan, P, Bucic, T and Kopanidis, F 2021, 'Marketing' (3rd edition), McGraw-Hill Education, NSW (ISBN: 9781760423889). |
|---|---|
| Recommended | In addition to the texts recommended above, you are also expected to be familiar with the key academic journals in the discipline from which useful insights may be derived. In particular, you are encouraged to review regularly the relevant papers that are published in: Students should also review the following websites and blogs for up to date information and opinions on marketing: |
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