2009 Unit Profile

Unit Code MAR110

Unit Title Marketing Concepts

Provider Swinburne University of Tnlgy

Unit Type UGD

Level Undergraduate Level 1

EFTSL 0.125

Mode Online + extra print materials

Unit Overview Learn the fundamental concepts of marketing. This unit allows you to explore basic business
and marketing concepts and theories, but has a practically - oriented perspective that relies
heavily on applying the theoretical knowledge to real-life situations. Particular emphasis is given
to the role that marketing plays in any organisation's core processes of creating and adapting to
changes in its external and internal environments, understanding the ever-changing dynamics
of client-organisation relationships, fulfilling the needs and wants of all stakeholders in ways
that also satisfy the organisation's goals (both economic and social).

Topics 1. What is (and what is not) marketing?

2. The Marketing Concept and its evolution
3. Buyer behaviour (both B2C and B2B)
4. Marketing Research
5. Market Segmentation
6. The Marketing Mix (The 4 P's Product (including
7. The Promotional mix (Advertising, Personal Selling
8. Business-to-Business (B2B) marketing
9. New Product Development, along with ongoing Produc
10. Marketing strategy, planning and implementation
11. International and global marketing issues.
12. Marketing for Not-For-Profit organizations
13. Marketing and Society (including ethical issues)

Learning Outcomes At the end of the unit, the successful student will have acquired an in-depth understanding
of the key marketing concepts and their application to modern business and other types of
organisations. They should at least be able to:
- communicate to others the real role that marketing plays in the modern world environment;
- explain the concepts and practices typically used by marketers to influence and guide the
actions of others;
- relate the marketing theories that one learns to everyday practice;
- discuss sensibly the implications of marketing in their day-to-day lives.

Assessment - Assignment 1 (15%)

- Assignment 2 (25%)
- Examination (50%)
- Exercises (10%)

Prerequisites

Special - Access the Internet

Requirements

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 2009 Unit Profile

Set Text - Pride, Elliott et al (2007), Marketing - Core Concepts and Applications (2nd ed.) , Asia-Pacific

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