Courses & Units

Principles of Marketing BMA151


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. Students will be introduced to theories supporting market segmentation, target marketing, positioning and the marketing mix. This unit provides students 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 students to develop skills in the application of marketing concepts to practical business problems in order to identify potential marketing solutions.


Unit name Principles of Marketing
Unit code BMA151
Credit points 12.5
College/School College of Business & Economics
Tasmanian School of Business and Economics
Discipline Marketing
Coordinator Doctor Balkrushna Potdar|Doctor Kevin Swarts|Doctor Maria Massey|Doctor Rajesh Rajaguru
Available as student elective? Yes
Delivered By University of Tasmania and Third Party (Shanghai Ocean University AEIN Institute and Universal College of Higher Education Hong Kong)
Level Introductory


Location Study period Attendance options Available to
Hobart Semester 2 On-Campus Off-Campus International International Domestic Domestic
Launceston Accelerated Study Period 2 On-Campus Off-Campus International International Domestic Domestic
Launceston Accelerated Study Period 3 On-Campus Off-Campus International International Domestic Domestic
Cradle Coast Accelerated Study Period 2 On-Campus International Domestic
Hong Kong Universal Ed Semester 2 On-Campus International


International students
Domestic students

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Key Dates

Study Period Start date Census date WW date End date
Semester 2 11/7/2022 9/8/2022 29/8/2022 16/10/2022
Accelerated Study Period 2 23/5/2022 15/6/2022 7/7/2022 21/8/2022
Accelerated Study Period 3 12/9/2022 5/10/2022 27/10/2022 11/12/2022
Shanghai Semester 2 21/2/2022 22/3/2022 1/1/1970 27/5/2022

* 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 (refer to How do I withdraw from a unit? for more information).

Unit census dates currently displaying for 2022 are indicative and subject to change. Finalised census dates for 2022 will be available from the 1st October 2021. Note census date cutoff is 11.59pm AEST (AEDT during October to March).

About Census Dates

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.
Field of Education Commencing Student Contribution 1 Grandfathered Student Contribution 1 Approved Pathway Course Student Contribution 2 Domestic Full Fee
080505 $1,828.00 $1,432.00 not applicable $2,702.00

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 UConnect 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.


Mutual Exclusions

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

BMA109, BMA251, JNB220, XPD112, ZAA134


AssessmentExamination - take home exam (40%)|Essay (30%)|Case Study (30%)
TimetableView the lecture timetable | View the full unit timetable



Armstrong G, Adam S, Denize S, Volkov M, & Kotler P, 2017, Principles of Marketing, 7th edn, Pearson, Australia.


Lamb, CW, Hair, JF, McDaniel, C, Summers, J & Gardiner, M, 2018, MKTG4, 4th Asia-Pacific edn, Cengage Learning Australia, South Melbourne VIC.

Elliott, G, Rundle-Thiele, S, Waller, D, Smith, S, Eades, E & Bentrott, I, 2018, Marketing, 4th edn, John Wiley & Sons Australia, Milton QLD.

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Ferrell, OC & Hartline, MD 2014, Marketing strategy, South Western Cengage Learning, Mason OH.

Grewal, D, Levy, M, Mathews, S, Harrigan, P & Bucic, T 2015, Marketing, McGraw-Hill Education, North Ryde NSW.

Hutt, MD & Speh, TW 2013, Business marketing management: B2B, Cengage Learning, Mason Ohio South-Western.

Keegan, WJ & Green, MC 2015, Global marketing, Pearson, Boston.

Palmatier, RW & Sridhar, S 2017, Marketing strategy: Based on first principles and data analytics, Palgrave, London UK.

Perreault, WD, Cannon, JP & McCarthy, EJ 2014, Basic marketing: a marketing strategy planning approach, McGraw-Hill Irwin, New York.

Pride, WM, Ferrell, OC, Lukas, BA, Schembri, S & Niininen, O 2018, Marketing principles, 3rd Asia-Pacific edn. Cengage Learning, South Melbourne VIC.

Reed, PW, 2014, Strategic marketing: decision making and planning, Cengage Learning, South Melbourne, Victoria.

Scott, DM, 2015, The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly, John Wiley & Sons. (eBook)

Thompson, D, 2017, Hit makers: The science of popularity in an age of distraction, Penguin.

Walker Jr., OC & Mullins, JW 2014, Marketing strategy: a decision-focussed approach, McGraw-Hill Irwin, New York.

Webb, NJ, 2016, What Customers Crave: How to Create Relevant and Memorable Experiences at Every Touchpoint, AMACOM Div American Mgmt Assn.

LinksBooktopia textbook finder

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