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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 knowledge of what marketing is, how it works and why it is important in a business context. It provides students with a comprehensive description of the key theories and concepts upon which the marketplace can be understood, assessed and targeted. This unit will equip students with the foundational knowledge and skills required to engage in and manage the process through which a firms value offerings are marketed to customers.

Summary 2021

Unit name Foundations of Marketing
Unit code BMA506
Credit points 12.5
Faculty/School College of Business & Economics
Tasmanian School of Business and Economics
Discipline Marketing

Dr Linda French

Level Postgraduate
Available as student elective? Yes
Breadth Unit? No



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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).

About Census Dates

Learning Outcomes

LO1Explain the fundamentals of marketing and converse in marketing language.
LO2Apply theories to understand, assess, and target particular market segments.
LO3Analyse marketing mix using fundamental marketing theories.
LO4Present in oral and written format analysis of marketing situations.







Mutual Exclusions

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



Teaching Pattern

Please see the unit outline for details.


Application Presentations (25%), Case Study Part A (25%), Case Study Part B (50%).

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Please check the unit outline for details.

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