Introduction
This unit introduces the principles of marketing in business, the influence of consumers and the external environment. You will explore why and how a business identifies and analyses the markets for its products, services and experience. This will include an appreciation of the scope of the marketing practitioner, value propositions, marketing theory, brand messages, customer relations management and marketing channels.
In conjunction with the discipline theory, this unit introduces learning through practice by exposing you to authentic learning experiences. These experiences are placed at the centre of learning and assessment, so you have the opportunity to develop the skills, knowledge and behaviours necessary to respond to industry, community and/or global needs.
You will be introduced to:
- a range of methods, tools, techniques and approaches to practice
- principles and perspectives such as values, ethics, empathy and leadership in real world scenarios
- reflection and deliberative thinking as a means of developing knowledge, skills, attitudes and aspirations
- ways of understanding problems and developing solutions through active inquiry.
Summary 2020
| Unit name | Business Marketing |
|---|---|
| Unit code | ZAA134 |
| Credit points | 12.5 |
| Faculty/School | University College |
| Discipline | Applied Business |
| Coordinator | Cecilia Lawler |
| Available as student elective? | Yes |
| Breadth Unit? | No |
Availability
Note
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).
Learning Outcomes
- Identify, describe and apply marketing principles, tools and techniques in a business context
- Describe and analyse market drivers and marketing strategies
- Communicate marketing messages for products, services and experiences
- Apply and communicate marketing solutions to contemporary business opportunities
- Reflect on acquired behaviours and skills for future practitioner roles in marketing
Fees
Teaching
| Teaching Pattern | Blended mode: Online content, full-day workshop (x2), weekly tutorials |
|---|---|
| Assessment | AT1: Marketing Concept Poster and Presentation (30%), AT2: Case Study Local (30%), AT3: Digital Marketing Campaign and Reflection (40%). |
| Timetable | View the lecture timetable | View the full unit timetable |
Textbooks
| Required | None |
|---|
The University reserves the right to amend or remove courses and unit availabilities, as appropriate.