Credit Points 10

Legacy Code 200083

Coordinator Daniel Townsend Opens in new window

Description Marketing Principles is an introductory marketing course that delivers an overview of the marketing process and how it works within the field of business. This subject examines how organisations use marketing decisions to satisfy customer needs and deliver value, with a focus on the impact of digital technology. Areas of study include market segmentation and positioning; product decisions and branding; customer decision processes, omnichannel marketing; digital marketing communications; pricing strategies; and customer insights The subject provides a foundation for those students in the marketing major; however, it also provides a broad overview for those who seek a general understanding of marketing practice and theory.

School Business

Discipline Marketing

Student Contribution Band HECS Band 4 10cp

Check your HECS Band contribution amount via the Fees page.

Level Undergraduate Level 1 subject

Equivalent Subjects MKTG 1008 - Marketing Principles (UWSC) MKTG 1007 - Marketing Principles (Creative Industries)

Learning Outcomes

On successful completion of this subject, students should be able to:

1. Identify important marketing concepts, frameworks and theories.
2. Apply marketing concepts, theories and frameworks to different case situations.
3. Recognise the importance of customer relationships within marketing situations
4. Demonstrate how marketing creates value in a societal context and for non-profit organisations.

Subject Content

1. Marketing concepts and terminology
2. Understanding the market and marketing channels
3. Marketing research and customer insights.
4. Market segmentation and target markets.
5. Customer behaviour
6. Designing marketing mix strategies.
7. Digital communications