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Fundamentals of Marketing

duration Duration: 1 Teaching Period

unit code Unit Code: MKT10007

contact hours Contact Hours: Recommended 10 hours of study per week

About this unit

At the conclusion of this unit of study, the successful student will have acquired an understanding of key Marketing concepts and their application to modern business. This understanding of Marketing will also aid in the understanding of other disciplines in the Bachelor of Business/Commerce as well as providing a strong philosophical foundation for the vocational study of Marketing. In addition, students will have started the journey towards graduation and as such, this unit of study aims to provide students with opportunities to develop graduate attributes. This unit of study provides students with a series of learning opportunities designed to explore basic business and Marketing concepts from a variety of viewpoints including theoretical and applied perspectives.


  • An overview of marketing
  • Marketing ethics
  • The marketing environment
  • Buyer behaviour
  • Marketing information and research
  • Segmentation, targeting and positioning
  • Branding
  • Goods and services
  • Marketing channels and logistics decisions
  • Integrated marketing communications
  • Pricing

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