Courses & Units

Principles of Marketing BMA251

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	BMA251
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 Rajesh Rajaguru
Available as an elective?	Yes
Delivered By	University of Tasmania
Level	Intermediate

Availability

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

Key

: On-campus
: Off-Campus
: International students
: Domestic students

Key Dates

Study Period	Start date	Census date	WW date	End date
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
Semester 2	11/7/2022	9/8/2022	29/8/2022	16/10/2022

* 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.

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
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.

Requisites

Mutual Exclusions

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

BMA109, BMA151, JNB220, XPD112, ZAA134

Teaching

Assessment	Examination - take home exam (40%)\|Case Study (30%)\|Essay (30%)
Timetable	View the lecture timetable \| View the full unit timetable

Textbooks

Required	Armstrong G, Adam S, Denize S, Volkov M, & Kotler P, 2017, Principles of Marketing, 7th edn, Pearson, Australia
Recommended	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. 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.
Links	Booktopia textbook finder

Required

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

Recommended

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.

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.

Links

Booktopia textbook finder

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