× You are viewing an archive version of this unit.



The aim of this unit is to 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. The unit prepares international students for post graduate studies in Business by developing their knowledge of what marketing is, how it works and why it is important in a business context. You will also develop advanced knowledge and skills in effectively using vocabulary in marketing contexts. The unit provides you with a comprehensive description of the, key theories and concepts upon which the marketplace can be understood, assessed and targeted 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.

Summary 2020

Unit name Foundations of Marketing
Unit code XPD508
Credit points 12.5
Faculty/School Academic Division
Office of the Provost & AD
Discipline University Pathways


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



Please check that your computer meets the minimum System Requirements if you are attending via Distance/Off-Campus.

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.

Special approval is required for enrolment into TNE Program units.

TNE Program units special approval requirements.

* 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

On successful completion of this unit, you will be able to:

  • Explain the fundamentals of marketing;
  • Discuss and apply the theories upon which the marketplace can be understood, assessed, and targeted;
  • Apply the marketing mix to analyse marketing problems;
  • Analyze and communicate marketing problems and solutions.




Essay 25%

Class Test and Quizzes 50%

Matketing Case Study 25%

TimetableView the lecture timetable | View the full unit timetable



Pride, WM, Ferrell, OC, Lukas, BA, Schembri, S & Niininen, O 2015, Marketing principles, 2nd Asia Pacific Edition. VIC: Cengage Learning.

Pride, WM, Ferrell, OC, Lukas, BA, Schembri, S & Niininen, O 2012, Marketing principles, Asia Pacific Edition, Cengage Learning, VIC.

Bejou, D 2013, The future of relationship marketing, Taylor and Francis, Hoboken. (eBook)

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

Keegan, WJ & Green, MC 2013, Global marketing, Pearson, Boston.

Quester, P, Pettigrew, S, & Hawkins, D 2011, Consumer behaviour: implications for marketing strategy, McGraw-Hill, North Ryde, NSW.

Reed, PW 2010, Strategic marketing: decision making and planning, Cengage Learning, South Melbourne, Victoria.

The University reserves the right to amend or remove courses and unit availabilities, as appropriate.