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 Marcus Bai
Available as an elective? Yes
Delivered By University of Tasmania and Third Party(ies): ECA|Shanghai Ocean University AEIN Institute
Level Introductory


Location Study period Attendance options Available to
Hobart Semester 1 On-Campus International Domestic
Hobart Semester 2 On-Campus International Domestic
Launceston Accelerated Study Period 2 On-Campus International Domestic
Launceston Accelerated Study Period 3 On-Campus International Domestic
Cradle Coast Accelerated Study Period 2 On-Campus International Domestic
Cradle Coast Accelerated Study Period 3 On-Campus International Domestic
Online Semester 1 Off-Campus International Domestic
Online Semester 2 Off-Campus International Domestic
Online Accelerated Study Period 2 Off-Campus International Domestic
Online Accelerated Study Period 3 Off-Campus International Domestic


International students
Domestic students

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Units are offered in attending mode unless otherwise indicated (that is attendance is required at the campus identified). A unit identified as offered by distance, that is there is no requirement for attendance, is identified with a nominal enrolment campus. A unit offered to both attending students and by distance from the same campus is identified as having both modes of study.

Key Dates

Study Period Start date Census date WW date End date
Accelerated Study Period 2 27/5/2024 19/6/2024 11/7/2024 25/8/2024
Semester 1 26/2/2024 22/3/2024 15/4/2024 2/6/2024
Semester 2 22/7/2024 16/8/2024 9/9/2024 27/10/2024
Accelerated Study Period 3 16/9/2024 9/10/2024 31/10/2024 15/12/2024

* 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 2024 are indicative and subject to change. Finalised census dates for 2024 will be available from the 1st October 2023. Note census date cutoff is 11.59pm AEST (AEDT during October to March).

About Census Dates

Learning Outcomes

  • Explain marketing theories.
  • Analyse marketing opportunities and problems.
  • Discuss marketing's role in contributing to organisational and societal sustainability.
  • Communicate marketing plan in written form.

Fee Information

The 2024 Commonwealth Supported Place (CSP) rates are still being finalised by the Government and we will update the domestic fee information as soon as we have more details.


Mutual Exclusions

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

BMA109, BMA251, JNB220, XPD112, ZAA134


AssessmentMarketing Plan Proposal (30%)|Marketing Plan Report (30%)|Examination - take home exam (40%)
TimetableView the lecture timetable | View the full unit timetable



Armstrong G, Denize S, Volkov M, Adam S, Kotler P, 2020, Principles of Marketing, 8th Edition,  Pearson, Australia.


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

Bejou, D 2014, Capturing customer equity: Moving from products to customers, Taylor and Francis, Hoboken. (eBook)

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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