Creating value for organisations, stakeholders, consumers, and even society as a whole, is a central theme in marketing. In this unit you will be introduced to the marketing discipline and its role within an organisation. You will gain an understanding of key frameworks, concepts, and strategies used by marketers to address specific challenges and opportunities. Throughout this unit you will learn how to apply your newly-acquired knowledge to solve a range of marketing problems. Given the importance of marketing in contemporary society, this unit is suitable if you are seeking a career in marketing or wanting a basic understanding of the functions of marketing in an organisation.
Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.
discuss how marketing concepts are used in the marketplace and everyday life
describe fundamental marketing frameworks and concepts
explain the role and influence of marketing in an organisational environment
discuss the role of marketing in creating value for an organisation and its stakeholders.
apply key marketing concepts, tools, and techniques to a range of marketing problems
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