Courses & Units

Foundations of Marketing XPD508


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.


Unit name Foundations of Marketing
Unit code XPD508
Credit points 12.5
College/School College of Business & Economics
University College
Discipline University Pathways
Coordinator Doctor Faisal Faisal
Delivered By Third Party (UP Education)
Level Postgraduate


Location Study period Attendance options Available to
Hobart IPC Semester 1 On-Campus International
Hobart IPC Semester 2 On-Campus International
Hobart IPC Semester 3 On-Campus International


International students
Domestic students

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Key Dates

Study Period Start date Census date WW date End date
IPC Semester 1 20/2/2023 14/3/2023 14/4/2023 26/5/2023
IPC Semester 2 26/6/2023 17/7/2023 11/8/2023 22/9/2023
IPC Semester 3 23/10/2023 13/11/2023 8/12/2023 2/2/2024

* 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 2023 are indicative and subject to change. Finalised census dates for 2023 will be available from the 1st October 2022. Note census date cutoff is 11.59pm AEST (AEDT during October to March).

About Census Dates

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.
Field of Education Commencing Student Contribution 1,3 Grandfathered Student Contribution 1,3 Approved Pathway Course Student Contribution 2,3 Domestic Full Fee 4
$1,892.00 $1,482.00 not applicable $2,837.00

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:



Teaching Pattern

Five hours of classes will be delivered per week throughout semester. 

AssessmentCase Study - Part B (50%)|Application Presentations (25%)|Case Study Part A (25%)
TimetableView the lecture timetable | View the full unit timetable



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).


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:
•    Australasian Marketing Journal  
•    Industrial Marketing Management
•    International Journal of Research in Marketing 
•    Journal of Consumer Research
•    Journal of Marketing
•    Journal of Marketing Research
•    Journal of Marketing Theory and Practice
•    Journal of the Academy of Marketing Science

Students should also review the following websites and blogs for up to date information and opinions on marketing: 

LinksBooktopia textbook finder

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