21493 Principles of Marketing
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Credit points: 6 cp
Result type: Grade and marks
There are course requisites for this subject. See access conditions.
Description
This subject covers the basic principles of marketing. It develops an understanding of the overall process of marketing planning, implementation and control in the contemporary business environment. It also develops a basic understanding of marketing information systems; market research and marketing ethics; market segmentation, targeting and positioning; buyer behaviour; product development; and the development of marketing mix strategies for goods and services.
Subject learning objectives (SLOs)
| 1. | Describe, discuss and apply in a practical way the key concepts of marketing |
|---|---|
| 2. | Competently undertake a thorough and critical marketing analysis for a business enterprise |
| 3. | Enable critical analysis of competitive markets, with the express purpose of securing a competitive advantage to a business enterprise |
| 4. | Determine ways by which sustainable value may be created for small business enterprises |
Contribution to the development of graduate attributes
The contribution of this subject is to foster a stimulating, self-learning environment and culture. Learning opportunities will be provided through student papers, formal lectures, case studies, and team assignments. In addition, the designation of required textbooks and some additional recommended reading materials will be included. Much of learning takes place in an informal environment and students are encouraged to get to know each other’s backgrounds and interests. Furthermore, it allows discussion of the issues raised in class as well as the project they are working with other students.
This subject contributes to developing the following graduate attributes:
- Intellectual rigour and innovative problem solving
- Communication and collaboration
This subject also contributes specifically to introduce the following Program Learning Objective(s):
- Communicate information verbally and in written form for a business audience (2.1)
Teaching and learning strategies
The subject is presented in seminar format. Essential principles are presented and analysed and students are led through practical application exercises.
Content (topics)
- Introduction to Marketing
- Consumer Behaviour
- Marketing Research
- Target market and Positioning
- Product Plan
- Pricing Plan
- Distribution
- Marketing Communication
- Services and other 3 P’s
- Implementation and Overview
Assessment
Assessment task 1: In-Class Test (Individual)*
| Objective(s): | This addresses subject learning objective(s): 1, 2, 3 and 4 |
|---|---|
| Weight: | 40% |
| Criteria: | *Note: Late submission of the assessment task will not be marked and awarded a mark of zero. |
Assessment task 2: Case Study (Individual)
| Objective(s): | This addresses subject learning objective(s): 1, 2 and 3 |
|---|---|
| Weight: | 30% |
Assessment task 3: Marketing Plan (Group)
| Objective(s): | This addresses subject learning objective(s): 1, 2 and 3 |
|---|---|
| Weight: | 30% |
Minimum requirements
Students must achieve at least 50% of the subject’s total marks.
Required texts
Elliott, Rundle-Thiele, Waller, Bentrott, Hatton-Jones, and Jeans (2020) Marketing, 5th edition, John Wiley & Sons, Brisbane.
Hard copy or e-copy is acceptable to use.
References
Ferrell, O. C., Brian, L., Schembri, S., and Niininen, O., (2012), Marketing Principles, Cengage Learning.
Grewal, Levy, Mathews, Harrigan, and Bucic (2105), Marketing (Australian Edition), McGraw-Hill, Australia & New Zealand
Kotler, P. and Keller, K.L. (2015), Marketing Management, 15th edn, USA, Pearson