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Online unit

Fundamentals of Marketing

Overview of the unit

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.

Content

  • 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

This unit is found in Bachelor of Business With a Major in Logistics and Supply Chain Management, Bachelor of Business With a Major in Management, Bachelor of Business With a Major in Marketing, Bachelor of Business With a Major in Sports Management, Bachelor of Business With a Major in Business Administration and Bachelor of Business With a Major in Accounting.